Duncan Alney discusses the importance of using content and conversation to build trust-based communities through social media. He emphasizes the need for relevant content strategies, community management, and active engagement to grow brand affinity and measure success. The document outlines various strategies and tips for effective community building and social media interaction.

1. Duncan Alney | Firebelly
USING
CONTENT &
CONVERSATION TO
BUILD COMMUNITY
Tuesday, January 25, 2011

2. Case for social
DUNCAN ALNEY
President
Firebelly Marketing
@firebelly
firebellymarketing.com
Tuesday, January 25, 2011

3. Tuesday, January 25, 2011

4. 500+ 2nd 200+
million users largest search engine million users
93% of Americans believe a company
“should have a presence in social media.”
85% say that companies
“should also interact with consumers via social media”
[Source: eMarketer]
Tuesday, January 25, 2011

5. TRUST
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6. THE
OPPORTUNITY
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7. THE
OPPORTUNITY
Use content and conversation to
build a value and trust-based
community.
Tuesday, January 25, 2011

8. THE
COMMUNITY
APPROACH
Tuesday, January 25, 2011

9. THE
COMMUNITY
APPROACH
Enrich, grow, monetize and protect.
Tuesday, January 25, 2011

10. ONLINE
COMMUNITY
BENEFITS
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11. ONLINE
COMMUNITY
BENEFITS
Real-time, collaboration, crowd
source, build engagement and
manage reputation.
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12. RELEVANT
SOCIAL BRAND
Tuesday, January 25, 2011

13. RELEVANT
SOCIAL BRAND
Part of the conversation. Fresh and hip.
Cross demographic appeal. Referenced
in local pop culture. Must use social
experience effectively.
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14. TIP:
KNOW YOUR
AUDIENCE
AND STORY
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15. Tuesday, January 25, 2011

16. CONTENT
STRATEGY
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17. CONTENT
STRATEGY
Must add value. Build in calls to action
for conversation.
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18. CONTENT
IMPLEMENTATION
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19. CONTENT
IMPLEMENTATION
Be consistent. Apply social brand
personality guidelines.
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20. RELEVANCE
IS KEY
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21. RELEVANCE
IS KEY
Understand the hot buttons, timing
and culture.
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22. CONVERSATION
STRATEGY
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23. CONVERSATION
STRATEGY
Must be relevant and inclusive. The big
opportunity.
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24. CONVERSATION
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IMPLEMENTATION

25. CONVERSATION
IMPLEMENTATION
Must be maintained. Probing questions to
elicit responses. Ask for different
perspectives. Offer incentives.
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26. COMMUNITY
STRATEGY
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27. COMMUNITY
STRATEGY
Must meet expectations we set. The
community is our people and our asset.
Protect and water it.
Tuesday, January 25, 2011

28. COMMUNITY
MANAGEMENT
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29. COMMUNITY
MANAGEMENT
Grow affinity by adding value. It takes
time and hard work. Trust will monetize.
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30. HOW DO WE
MEASURE?
Tuesday, January 25, 2011

31. HOW DO WE
MEASURE?
Marketing Team: web traffic, lead
conversion, engagement.
High-Level Executives: revenues,
reputation, satisfaction, intelligence.
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32. Tuesday, January 25, 2011

33. Listening { PEARSON EDUCATION
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34. CRM { NETWORK SOLUTIONS
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35. Brand Awareness { YATS
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36. Consumer Insights { QDOBA
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37. Contests { DELIVRA
Tuesday, January 25, 2011

38. Case for social
DUNCAN ALNEY
President
Firebelly Marketing
@firebelly
firebellymarketing.com
Tuesday, January 25, 2011