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Why you should be building an online community!
The document discusses building a community as a marketing strategy, emphasizing the importance of meaningfully engaging with consumers rather than merely targeting them. It highlights the need for brands to foster relationships through interactive and personalized marketing approaches, leveraging social media and community involvement. Effective practices include understanding audience needs, maintaining engagement through relevant content, and using social media platforms to drive brand loyalty.
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Why you should be building an online community!
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- 9. “It’s not abouttargeting audiences; it’s about drawing an irresistible bull’s-eye on yourself so audiences will target you.” Dave Senay, CEO, Fleishman-Hillard 9 9
- 10. 10 10
- 11. common interest + sense of purpose common + set of needs 11
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- 13. They are madeup of people 13
- 14. Real people 14
- 15. Individuals 15
- 16. Not segments 16
- 17. Or users 17
- 18. Or even stockphotopeople 18
- 19. Like us 19
- 20. Banned thinking! Consumers Reactive Return oninvestment Marketing at Interruption 20
- 21. = 21
- 22. = 22
- 23. ` 23
- 24. Make organisations morehumane, adaptive and responsive Be interactive Ensure that communities are productive 24
- 25. Brand Non- members Members 25
- 26. Instead of acommunity about Xbox, make it a community about gaming It shouldn’t be a Club Med Facebook page, it should be a page about travel 26
- 27. Open your minda little bit… 27
- 28. What if SandwhichBaron 28
- 29. Was just SandwichesSouth Africa 29
- 30. Oh, and bythe way its brought to you by Sandwich Baron 30
- 31. 2. 2. 31
- 32. Accelerate sales More traffic Evangelism Entrench brand loyalty Crisis Thought Insights PR leadership Support 32
- 33. Consumers trust brandsthat build a personal relationship. Mobile Marketing Social Networks Personalised Search Online Blogs Communities Degree of Brand Personalisation Direct Mail Rewards Online Display Programs Advertising Targeted Online Brand Content Print Opt-in E-mail Media Relations Radio Mass TV Awareness Consideration Trial Loyalty Advocacy Support for Brand Relationships 33
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- 37. 3. 37
- 38. Brand 1% of audience Online Lead conversation Influencers 7% of audience Pro-consumers Seed conversation 92% of audience Consumers Read conversation 38
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- 40. Brand Influencers Pro-consumers Consumers 40
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- 42. Building a community PRactivities Earned Social Media Shared Bought Media Paid Website Owned 42
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- 53. 53 > 79% Learn more about the brand > 76% Receive discounts or coupons > 73% Obtain exclusive information > 69% Give positive feedback > 67% Share my opinion > 59% Submit an idea > 58% Display my brand affiliation > 57% Feel like part of a community > 53% Give negative feedback 53
- 54. Reasons fans joineda brand page 54
- 55. What Comes Afterthe ‘Like’ Expectations of users • To gain access to exclusive content • To receive discounts • To receive updates about the organisation 55
- 56. Why fans unsubscribedfrom a Facebook page: • The information was not interesting • Information was published to often • The bran was no longer of interest to me 56
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- 60. Incentives 60
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- 65. Use humor 65
- 66. Use apps Use apps 66
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- 69. Let them knowfirst 69
- 70. Build a responsemodel 70
- 71. Facebook: What works Keepit short Be timely Posts between 100-250 characters see Chat about what’s top of mind – current 60% more interaction events, holidays, hot topics of the day Post photos & videos Localize and segment Photo album, photo and video draw 180%, Keep content laser-focused and relevant – 120% and 100% more interaction than text use geo-targeting or Facebook segments alone for niche messages Ask for opinions Post regularly Explicitly ask for input – be instructive. Daily is ideal - but do what works best for Use polls or ask fans to fill in the ____. your topic and your fans. 71
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- 73. Right now 73
- 74. General Guidelines Facebook • Posts3-4 times a week • Respond daily, check in twice a day is good • Direct care enquires to the call centre, you can also call care for an answer! • Always remember they are people • Get ad budget! • Build applications, spice up the content • Feature people Twitter • Posts 3-4 times a week • Respond daily, check in twice a day is good • Direct care enquires to the call centre, you can also call care for an answer! • Always remember they are people • Get ad budget! • Build applications, spice up the content • Feature people 74
- 75. Who is ouraudience? 75
- 76. Image Credits > Storm Troopers, By Stefan, http://www.flickr.com/photos/st3f4n/ > Social Media Bandwagon, Matt Hamm, http://www.flickr.com/photos/matthamm/2945559128/sizes/m/in/photostream/ > Mega Mystery, Stimrol, http://www.facebook.com/StimorolSA > Freckles, unknown, http://get-rid-of-acne.co/get-rid-of-acne/get-rid-of-acne-disorders/freckles.htm > Shocked faces, Jessie Dejardins, http://www.slideshare.net/jessedee/you-suck-at-powerpoint > Woods have conversations, Rohit Rath, http://www.flickr.com/photos/rohitrath/4159943702/sizes/z/in/photostream/ > Connect, Hoodlumpr, http://www.flickr.com/photos/hoodlumpr/4840142721/sizes/l/in/photostream/ > Casino, Agrinberg, http://www.flickr.com/photos/agrinberg/4160496284/sizes/z/in/photostream/ > Claw Machine, Bhphotography, http://www.flickr.com/photos/bhcphotography/6783451321/sizes/l/in/photostream/ > Newtown graffetti, Helmut Schwarzer, http://www.flickr.com/photos/helmutrs/6803490817/sizes/l/in/photostream/ > Communities, Delight, http://www.flickr.com/photos/happyjanssens/5261013434/sizes/l/in/photostream/ > Sign of rules, Zachary LeMon, http://www.flickr.com/photos/zacharylemon/6332196774/sizes/l/in/photostream/ > 80/20 split, Geoff Livingston http://www.slideshare.net/geoliv/facebook-page-best-practices > Train Schedule, Tamaradulva, http://www.flickr.com/photos/palmdiscipline/75511425/sizes/z/in/photostream/ > Incentives, SueConnor, http://www.flickr.com/photos/sueoconnor57/6905615428/sizes/l/in/photostream/ > Clowms, Lifeimage, http://www.flickr.com/photos/lifemagic/1667365332/sizes/z/in/photostream/ > Rewards, Marybootrixie, http://www.flickr.com/photos/marybootrixie/6520523653/sizes/l/in/photostream/ > Whisper, Bramster, http://bramster.deviantart.com/art/The-whisper-66827552?q=boost%3Apopular%20whisper&qo=22 > Time, Thearne76, http://thearne76.deviantart.com/art/Time-273861069?q=boost%3Apopular%20time&qo=10 > Right now, http://www.google.co.za/imgres?um=1&hl=en&biw=1092&bih=514&tbm=isch&tbnid=41KWhUAxF34jmM:&imgrefurl=http://andrewschult z.com/daily-drive-right-now/&docid=w3AUsX3Ubh_FCM&imgurl=http://andrewschultz.com/wp-content/uploads/2012/04/Right- Now.jpg&w=400&h=294&ei=kc67T8_yNcHMhAf49oyFCQ&zoom=1&iact=rc&dur=254&sig=113503389267344022030&page=1&tbnh=129&t bnw=159&start=0&ndsp=12&ved=1t:429,r:10,s:0,i:143&tx=68&ty=12 > You must of found them, Antontang, http://antontang.deviantart.com/art/You-Have-Found-Me-169184573 76
- 77. Thank You Christopher Onderstall FHDigital Fleishman-Hillard | Digital. Integrated. Global. (Telephone) +27 11 548 2035 | (Mobile) + 27 82 873 6952 (Skype) ChrisOnderstall | (Twitter) @Chrisonderstall (Linkedin) in/christopheronderstall | (Facebook) Chris.onderstall 77