HandUp's Meghan Murphy (formerly of Twilio and Twilio.org) talks about how community can be leveraged for marketing and how all of marketing is turning toward a community focus. She shares stats about how community can be leveraged toward marketing's goals. This talk is from CMX Summit West 2015.

1. Community is the New
Marketing
Meghan Murphy
HandUp.org
@megmurph

3. HandUp | Head of Community and Marketing 2014
Twilio | Senior Community Manager, Twilio.org 2011
Stage Two | Senior Account Manager, Comms 2009
The Escapist | PR and Marketing and Biz Dev 2007
@megmurph

4. Marketing is about communicating the
value of a product, service or brand to
customers or consumers for the purpose of
promoting or selling that product, service, or
brand.
@megmurphWikipedia

5. A branded Community has specific
business objective where a company creates
a space for people with a common sense of
identity to participate in ongoing, shared
experiences.
A branded community is an extension of the
business itself
@megmurphCMX Hub

6. State of Things
Community
Marketing
ET
RK
Ma
The state of things is blended
@megmurph

7. “Community” strategy is already taking over
marketing, product, and support programs
@megmurph

8. We need to think about our community
work in the context of marketing
@megmurph

9. DO IT FOR THE $BUDGET$
@megmurph

10. Community Marketing
@megmurph

11. Community Building = Lead Generation

12. 55% of B2B marketers plan to increase use of communities
on their website in lead generation efforts.
46% plan to do the same to nurture leads.
Forrester 2013 @megmurph

13. social conversions
@megmurph
Track everything
referrals
events
content conversions
emails
business cards
forums

14. Community Engagement = Customer Experience

15. 73% of marketers view customer centricity
as critical to the success of their business
and role at the company.
Forbes Insights 2015 @megmurph

16. InvolvementHealth Support
@megmurph

17. Community Management = Customer Retention

18. a 2% increase in customer retention has
the same effect as decreasing costs by
10%
SAP Report 2014 @megmurph

19. Empowerment Loyalty Trust
@megmurph

20. Where to start tomorrow

21. Have a plan

22. @megmurph
Set awesome measurable goals
tied to marketing metrics

23. @megmurph
Measure your impact

24. @megmurph

25. @megmurph

26. How is your work contributing to
•The lead generation and growth
•The overall customer experience (across teams)
•The retention of your customers (especially high value ones)

27. Community as the new marketing
is a good thing.
@megmurph

28. Thank you
Meghan Murphy
@HandUp