Building A Passionate Community Veronica Belmont
What You Want <ul><ul><li>A larger audience </li></ul></ul><ul><ul><li>Brand loyalty </li></ul></ul><ul><ul><li>Evangelist...
What Your Users Want <ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Current (and/or exclusive) information </li><...
Dedicated Outreach
Dedicated Outreach <ul><ul><li>One or more people (depending on company size) </li></ul></ul><ul><ul><li>Representatives w...
Dedicated Outreach
Balance! &quot;Work&quot;  talk &quot;Personal&quot; talk
Customer Service
Customer Service <ul><ul><li>Respond to queries publicly and in a timely manner </li></ul></ul><ul><ul><ul><li>Public reco...
<ul><li>Multiple accounts </li></ul><ul><li>Assign people to respond to specific tweets </li></ul><ul><li>Conversation thr...
Spotlighting & Rewarding Members
Throwboy.com
Spotlighting & Rewarding Members <ul><ul><li>Contests </li></ul></ul><ul><ul><li>Photo Groups </li></ul></ul><ul><ul><li>G...
Jinx.com
 
 
What Smaller Brands Can Do <ul><ul><li>Incentives for early adopters/users </li></ul></ul><ul><ul><ul><li>&quot;I was a fa...
Involver Applications involver.com
Above All Else… <ul><ul><li>Be authentic and genuine </li></ul></ul><ul><ul><ul><li>Why should they care if you don’t? </l...
twitter.com/veronica [email_address]
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Building A Passionate Community

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  • Talk about my own Facebook campaign
  • All community links in an easy to see location on the site Features prominent evangelists Newsletter – “Receive special offers and money saving discounts”
  • Zappos – reaches out to community members through their social networking sites and gives them access to their VIP program
  • Building A Passionate Community

    1. 1. Building A Passionate Community Veronica Belmont
    2. 2. What You Want <ul><ul><li>A larger audience </li></ul></ul><ul><ul><li>Brand loyalty </li></ul></ul><ul><ul><li>Evangelists </li></ul></ul><ul><ul><li>Word of mouth </li></ul></ul>” ZOMG we are totally stoked on your brand!!!11!!1!&quot;
    3. 3. What Your Users Want <ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Current (and/or exclusive) information </li></ul></ul><ul><ul><li>Sense of belonging to an active community </li></ul></ul><ul><ul><li>Special “insider” deals </li></ul></ul><ul><ul><li>A personal look into the company/brand </li></ul></ul>
    4. 4. Dedicated Outreach
    5. 5. Dedicated Outreach <ul><ul><li>One or more people (depending on company size) </li></ul></ul><ul><ul><li>Representatives with actual power (not interns) </li></ul></ul><ul><ul><ul><li>Solve issues </li></ul></ul></ul><ul><ul><ul><li>Answer questions </li></ul></ul></ul><ul><ul><ul><li>Offer assistance </li></ul></ul></ul><ul><ul><li>Unified voice </li></ul></ul><ul><ul><ul><li>Various networks shouldn't contradict themselves </li></ul></ul></ul>
    6. 6. Dedicated Outreach
    7. 7. Balance! &quot;Work&quot; talk &quot;Personal&quot; talk
    8. 8. Customer Service
    9. 9. Customer Service <ul><ul><li>Respond to queries publicly and in a timely manner </li></ul></ul><ul><ul><ul><li>Public record of good service </li></ul></ul></ul><ul><ul><ul><li>Encourages others to contact you </li></ul></ul></ul><ul><ul><li>Follow-up over email or phone </li></ul></ul><ul><ul><ul><li>More personal </li></ul></ul></ul><ul><ul><ul><li>Feels &quot;VIP&quot; </li></ul></ul></ul><ul><ul><ul><li>Easier to solve issues </li></ul></ul></ul><ul><ul><li>Don't let interactions escalate into public nastiness! </li></ul></ul><ul><ul><ul><li>&quot;Public,&quot; remember? </li></ul></ul></ul>
    10. 10. <ul><li>Multiple accounts </li></ul><ul><li>Assign people to respond to specific tweets </li></ul><ul><li>Conversation threading </li></ul><ul><li>Scheduled tweets </li></ul><ul><li>Word tracking </li></ul>CoTweet
    11. 11. Spotlighting & Rewarding Members
    12. 12. Throwboy.com
    13. 13. Spotlighting & Rewarding Members <ul><ul><li>Contests </li></ul></ul><ul><ul><li>Photo Groups </li></ul></ul><ul><ul><li>Giveaways </li></ul></ul><ul><ul><li>Meetups </li></ul></ul>
    14. 14. Jinx.com
    15. 17. What Smaller Brands Can Do <ul><ul><li>Incentives for early adopters/users </li></ul></ul><ul><ul><ul><li>&quot;I was a fan from way back when...” </li></ul></ul></ul><ul><ul><li>Word of mouth giveaways </li></ul></ul><ul><ul><ul><li>&quot;Re-tweeting this message automatically enters you into a contest.&quot; </li></ul></ul></ul>makeupandbeautyblog.com
    16. 18. Involver Applications involver.com
    17. 19. Above All Else… <ul><ul><li>Be authentic and genuine </li></ul></ul><ul><ul><ul><li>Why should they care if you don’t? </li></ul></ul></ul><ul><ul><ul><li>Even if your company isn’t, your representative should be (be the “human face.”) </li></ul></ul></ul><ul><ul><li>Listen! </li></ul></ul><ul><ul><ul><li>The people who love your brand have some of the best ideas. </li></ul></ul></ul><ul><ul><li>Patience is a virtue </li></ul></ul>
    18. 20. twitter.com/veronica [email_address]

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