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Why Community Matters

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Vero Pepperrell's presentation from Future of Mobile, on 17th Nov 2008 at Kensington Town Hall.

Community is the greatest asset of any business, so we need to nurture our users, listen to them and give them the opportunity to feedback into our development cycles.

Published in: Technology, Business

Why Community Matters

  1. Why Community Matters Vero Pepperrell Digital marketing & Social Media consultant www.thatcanadiangirl.co.uk / www.pepsmedia.com Future of Mobile, 17th Nov 2008 Vero Pepperrell, Pepsmedia
  2. Why should we bother? <ul><li>It doesn’t matter if you </li></ul><ul><li>measure success in… </li></ul>
  3. Why should we bother? <ul><li>It doesn’t matter if you </li></ul><ul><li>measure success in… </li></ul><ul><li>Footfall </li></ul>
  4. Why should we bother? <ul><li>It doesn’t matter if you </li></ul><ul><li>measure success in… </li></ul><ul><li>Footfall </li></ul><ul><li>Viewers </li></ul>
  5. Why should we bother? <ul><li>It doesn’t matter if you </li></ul><ul><li>measure success in… </li></ul><ul><li>Footfall </li></ul><ul><li>Viewers </li></ul><ul><li>Listeners </li></ul>
  6. Why should we bother? <ul><li>It doesn’t matter if you </li></ul><ul><li>measure success in… </li></ul><ul><li>Footfall </li></ul><ul><li>Viewers </li></ul><ul><li>Listeners </li></ul><ul><li>Conversation </li></ul>
  7. Why should we bother? <ul><li>In the end they’re all </li></ul><ul><li>people who want to be </li></ul><ul><li>treated as such. </li></ul>
  8. We aren’t just numbers <ul><li>It's easy to look at numbers and stats, product life cycles and forget that it’s people who drive your business </li></ul><ul><li>Advertising via traditional media lost some effectiveness over the years, social media lets you speak to your community on a human level but this channel needs a different treatment. </li></ul>
  9.  
  10. Not just for Christmas… <ul><li>Think of new customers as puppies: Not that they need to be toilet trained, but as friends for life </li></ul>
  11. Not just for Christmas… <ul><li>A converted evangelist isn’t a one-off purchaser, it’s an extension of your marketing team </li></ul>
  12. The 3 R’s of Community Interaction <ul><li>Respect </li></ul><ul><li>Speak to your users as humans </li></ul><ul><li>Let your staff’s personality shine </li></ul><ul><li>Don't rush the relationship: They’re looking for a handshake, you’re trying to stick your tongue down their throat! </li></ul><ul><li>Let them talk for a change </li></ul>
  13.  
  14. The 3 R’s of Community Interaction <ul><li>Responsibility </li></ul><ul><li>Honesty & transparency </li></ul><ul><li>Responsiveness in good & bad times </li></ul><ul><li>Be willing to educate, not dictate your users’ choices </li></ul>
  15. The 3 R’s of Community Interaction <ul><li>Reputation </li></ul>Positive interactions Happier users Recommendation Improved reputation
  16. It’s pretty simple really! <ul><li>Listen to your users: On blogs, forums, in focus groups, to your support email </li></ul><ul><li>Give them opportunities to speak to you </li></ul><ul><ul><li>Participate in forums </li></ul></ul><ul><ul><li>Attend events and just listen </li></ul></ul><ul><ul><li>Invite them to suggest improvements </li></ul></ul><ul><li>Let them know you’re listening! </li></ul><ul><ul><li>Taptu uses a weekly “Wishing Line” email: Uncensored feedback from users & press goes out to the whole team </li></ul></ul><ul><ul><li>Tell users when you’ve put their suggestions into action </li></ul></ul>
  17. Vero Pepperrell Digital marketing & Social Media consultant www.thatcanadiangirl.co.uk / www.pepsmedia.com Blogging since 2000 and still alive! <ul><li>Imagery & ideas credits: </li></ul><ul><li>On Twitter: @jeffpulver & @mattb </li></ul><ul><li>On Flickr: betsyjean79 & Eole </li></ul><ul><li>Gapingvoid.com for the cynical view of advertising </li></ul><ul><li>Chris Brogan for the imagery on relationships </li></ul><ul><li>Nataliedee.com for the jelly beans </li></ul><ul><li>The wonderful communities I interact with for the inspiration </li></ul><ul><li>Note: No Mr Potatoheads were harmed in the making of these slides </li></ul>Vero Pepperrell, Pepsmedia

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