The document discusses how to build an online community through content, conversation, and relationships. It recommends using content to start conversations, focusing on brand and customer values. Conversations should be relevant, inclusive, and maintained regularly using questions and user-generated content. Building community takes time through adding value, encouraging conversation, and growing affinity between members to develop trust and potential commerce opportunities.

1. USING CONTENT & CONVERSATION TO BUILD A COMMUNITY ONLINE DUNCAN ALNEY Text duncan to 71813 @firebelly

2. THE COMMUNITY APPROACH Move your RL community online Benefits: real time, collaboration, crowd source, part of facebook experience How it works: Content leads to Conversation Conversations lead to Affinity Fanned affinity leads to Relationships Relationships can be mined for Commerce This is your community...

3. CONTENT STRATEGY Must be about the brand, the people, the experience and lifestyle Build in calls to action for conversation Keep affinity in mind - how can you tap into values that your brand shares with customers and potential customers

4. CONTENT IMPLEMENTATION Regular, focused on brand, people, & experience Social “brand”personality guidelines to be used Questions, Videos, User Generated Content Demo Specific - be inclusive in your specificity

5. CONVERSATION STRATEGY Conversations are critical Conversations must be relevant Conversations must be inclusive Conversations can influence behavior The opportunity: most brands don’t do conversation well

6. CONVERSATION IMPLEMENTATION Use content to start Must be maintained in a timely manner Probing questions always elicit responses Ask for different perspectives Offer incentives Slow burn - unfolds organically in real time

7. COMMUNITY STRATEGY We must meet the expectations we set The community is our people and our asset We must protect the community We must water the community There is tremendous value in the community Set measurable goals up front

8. COMMUNITY MANAGEMENT Regular content & encourage conversation Grow affinity by adding value It takes time and hard work Work hard on the relationship Always work for trust It will monetize

9. DUNCAN ALNEY Text duncan to 71813 @firebelly