SMBYYC - Building A Community
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Delivered to Calgary Social Media Breakfast (SMBYYC) in June, 2012. This presentation featured practical examples from Jaime's experience at the Canadian Football League (CFL) and at ING DIRECT on how to build a community of brand advocates.
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SMBYYC - Building A Community
- 1. BUILDING A COMMUNITY by Jaime Stein, ING DIRECT (@SuperStarSaver)
- 3. Social media is a commitment, not a campaign.
- 4. CASE STUDY: CFL.ca Water Cooler
- 5. K.I.S.S. (Keep It Significant & Shareable)
- 8. Focus on people over technology
- 9. “It comes down to one single principle that transcends time and geography, religion and culture. It’s the Golden Rule – the simple idea that if you treat people well, the way you would like to be treated, they will do the same.” -Isadore Sharp- (Four Seasons Founder)
- 10. #GCTweetUp
- 11. Imagine winning Grey Cup tickets in a Rock, Paper, Scissors tournament.
- 12. Or how about winning V.I.P. sideline passes to the halftime show playing ‘heads’ or ‘tails’?
- 13. My favourite part of the TweetUp was… •47% said meeting other fans •11% said meeting the Commissioner •9% said contests & prizes •8% said meeting CFL players •4% said seeing the Grey Cup
- 14. “I enjoyed putting faces to the many people I have been tweeting with all season.”
- 15. “We have a tighter-knit community than any other professional major sport, and having this event every year just converts more casual fans into hardcore fans.”
- 16. “I felt like royalty and it was the best part of Grey Cup for me.”
- 17. The CFL brings the conversation into its house and makes sure that the League is at the centre of that conversation by creating a community where fans can interact.
- 19. THRiVE Chequing: Made for Savers, by Savers
- 21. COMMUNITY = Online + Offline
- 22. THRiVE Chequing Acccount: Crowd sourcing a solution
- 24. CASE STUDY: Forward Banking Launch
- 25. How you handle the bad situations will be what matters most
- 27. The Reaction
- 28. Our Response
- 29. CASE STUDY: The Social CEO
- 30. Your primary focus should be on building loyalty and retention
- 33. THE FUTURE: ING DIRECT’s next step in building community
- 35. 5 Key Takeaways for Building A Community
- 36. K.I.S.S. (Keep It Significant & Shareable)
- 37. Focus on people over technology
- 38. COMMUNITY = Online + Offline
- 39. How you handle the bad situations will be what matters most
- 40. Your primary focus should be on building loyalty and retention
- 42. Contact: jstein@ingdirect.ca or @jaimestein
Editor's Notes
- Good morning and thank you for having me here at Social Media Breakfast YYC. I’m going to share my thoughts today on how to build a community and why that is important for your business.How many people here have every cried? Great. How many people here have every cried as a result of social media? Perfect – I guess that makes one of us.When I launched the Canadian Football League’s social media presence in 2009, it was simply an evolution of my love for taking football. I never considered myself a community manager – I was just another CFL fan in another conversation who just happened to be sitting inside the league’s headquarters in Toronto.Jump ahead to February of this year. I sat on a park bench in downtown Toronto, overcome with emotion from the outpouring of support I was receive at my decision to leave the Canadian Football League for ING DIRECT – a bank!Let’s go back to the moment that I knew I had built a community – Janice Sutherland story.
- If you are tweeting today, here are some important accounts / hashtags.
- Focus on people over technologyHow you handle the bad situations will be what matters mostYour primary focus should be on building loyalty and retentionKeep It Significant & ShareableCOMMUNITY = Online + Offline
- The CFL.ca Online Water Cooler was created to aggregate social commentary from fans and put it in a single place. Like the water cooler from the past, this would become the central place for the biggest and most important conversations eachweek.
- The CFL.ca Water Cooler was successful because the content was significant and shareable.
- The CFL.ca Water Cooler was successful because it encouraged participation on multiple channels. It was also posted consistently on Thursdays at 12pm ET so fans knew when to expect it.
- The Grey Cup TweetUp was an annual event that we started in 2009 at the Grey Cup right here in Calgary. We had about 25 participants show up at the Unicorn pub downtown along with the Commissioner and some players.
- Too often attention is focused on creating fancy apps or having the best tools in place to manage social media. It is easy to get caught up in the technology game and forget that at the end of the day social media is about people and creating relationships.
- Four Seasons is known as one of the most customer centric companies in the world. They key reason for this is its founder, Issy Sharp. He asks each of his employees to follow the Golden Rule, which reads as follows:
- n. A real world meeting between two or more people who know each other through the online Twitter service.--Create a hashtag: #GCTweetUpWork with partners to select locations, arrange beer deals and provide prizesInvite guests using Eventbrite.com ticketing system (builds database of guests and allows easy post event survey & communication)Publicize event on TwitterBring “Celebrities” such as players, Commissioner, Grey Cup
- Two tickets to the game won in a Rock, Paper, Scissors tournament.
- Two tickets to the game won in a Rock, Paper, Scissors tournament.
- Shocked by the survey results in back-to-back years that put meeting other fans at the top of the list, well ahead of meeting the Commissioner and way ahead of seeing the Grey Cup in person.
- Survey comment from a fan who attended the Grey Cup TweetUp.
- Survey comment from a fan who attended the Grey Cup TweetUp.
- Survey comment from a fan who attended the Grey Cup TweetUp.
- The Grey Cup TweetUp is about the CFL providing a hub for fans to meet other fans. The CFL is bringing the conversation into our house and making sure that we are at the centre of it by creating a community for fans to interact with each other and the league.
- As a result of building a community of CFL fans and their extended network at the 99th Grey Cup in Vancouver, the buzz led to the Grey Cup becoming the top Twitter trend in Canada in 2011.
- Who better to lead the transition from CFL examples to ING DIRECT examples than former Stapmeders QB Henry Burris. Henry played a pivotal role in the offline portion of our THRiVEChequing account launch. Let’s take a look at the award winning THRiVEChequing account case study.
- Building scale for a community will start online – using Facebook, Twitter, etc. – but the only way to strengthen those relationships is by continuing them offline.
- When we launched our chequing account, we first launched it internally to our staff. We leveraged 1000+ employees to help test the account and to provide the project team with feedback on how to make the product better. We went through 3 pilots before we felt the product was ready for Clients. It was at this time we invited the first 10,000 Clients to try the product out and to provide us with feedback through Twitter, Facebook and our website. We received thousands of comments and made numerous changes to our product to meet the needs of our customers.On September 14th, when we officially welcomed our first 10,000 users, our social channels were lighting up with feedback from Clients. We continue to get feedback and are using Twitter, Facebook and our GetSatisfaction platform to collect it all.
- Many brands do an excellent job on social media each day and hardly ever get the recognition for it. However, when something goes wrong, mistakes are quick to hit the news:ChryslerDominosRed CrossLabattThat is why it is so important to deal with negative situations quickly and effectively.
- We hyped up our new brand launch in advance with a variety of hints and sneak peaks. Despite reinforcing that we were talking about new brand elements, Clients wanted a new product.
- We were bombarded with negative comments from questions about our savings rate (we had dropped it in the weeks leading up to the brand re-launch) and many Clients had expected that we’d be announcing a credit card product.
- After about 24 hours of fielding negative reaction, we tossed our meticulously created content schedule and posted the following on our Facebook page:
- So let’s jump back to Peter – the Social CEO – and the importance he plays on the success of our ability to build a community. I’ve never shared this story with Peter, but a couple of years ago he was speaking alongside Richard Branson. Peter was asked a question from the crowd: “If you had to choose between only focusing on your clients or your shareholders, which would you choose?” Peter paused. Then answered, “Neither.” He then explained that he would focus on his employees and that if he took care of his employees, then they would take care of both the clients and the shareholders. This is an important lesson for building a community – you need to have faith in your employees to speak out on behalf of the brand and you have to empower them to make decisions on the spot in real-time, pressure packed environments.
- Brands often try and use social media for selling or acquiring new clients. This can be a dangerous path because most people do not want to be sold to on social media. Instead, social media should be used for strengthening relationships and building brand loyalty. This is where having a social CEO can be very valuable.
- Peter is an all-star on Twitter where he regularly interacts with his followers.Story: UofT Students at the Facebook Hackathon.
- Peter also builds loyalty on Facebook.
- The future for ING DIRECT on social media is to build a community of ambassadors.
- To recap… here are the 5 key takeaways for building a community.
- CFL.ca Online Water Cooler
- #GCTweetUp
- THRiVEChequing Launch
- Forward Banking brand re-launch.
- Peter Aceto – The Social CEO
- I’d like to thank you all very much for the honor of allowing me to be here with you this morning, and for your time. I’m open to any questions, comments or feedback you may have.