Building communities
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Transcript of Building communities
Building CommunitiesTechniques, Technologies & Best Practices
Connie BensenOnline Marketing Summit
June 8, 2011
Introduction
• Educator• Creative Marketer• Change Agent
• Definitions– Community– Social Business
• Challenges– Culture shift– Industry Dependencies
• Executive Buy-inExecutive SupportBudget
Every Company Needs a Digital Footprint
Get to know your People1. Listen
Choose Listening Tools
• Basic– Google Alerts– Twitter – Hootsuite, Seismic, Tweetdeck
• Premium– Trackur– Alterian SM2– Radian6– Sysomos– Visible Technologies
What to listen for
• Brand Name• Products• Key Executives• Competitors
If no conversations…• Industry terms
* Identify patterns & trends
Get to Know Them
Identify where consumers are at• Which social networks • The influencers (beyond top tier)• Topics of interest & context
* Create consumer profiles and understand what motivates them
Online Preferences• Time of day• Social Networks• Formats – chat, video, forums, games, etc
Planning
Create a Strategy & Metrics2. Planning
Plan Based on Objective(s) Choose One that Meets Your Business Goals• % Reduced spend on PR, Marketing & Advertising• % Increase in Sales• % Reduction in Customer Service Costs • % Reduction Product Development Costs • % Increased SEO Presence• % Increase in Leads from Campaign• % Increase in Brand Visibility
* Note: the objectives drive the metrics which need to be measureable.
Platforms
• Build• Hosted• Social network (Facebook, Ning, LinkedIn)
Items to consider:Do you own your data?Is the platform scalable?How difficult will it be to migrate it?
Content is King & SEO is Queen3. Digital Marketing
Company-centric (old) Buyer-centric (new)
Search & find info, links
Visit website
Download a resource
Request a call
Describe a project
Give spec’s & budget
Request a proposal
Participate in a demo
Identify buyer
Send an Email
Call prospect
Assess the need
Determine budget
Submit proposal
Give a demo
Outbound Inbound
Social Media has radically changed Marketing
One Event/Piece of Content Assets in Many Formats
• Repurpose content – Make it conversational– Create for variety of formats
• Data sheets• Sales guides• Previous campaigns
– Whitepapers– Webinars
• Place in existing social channels• Map content & create a content Library
Encourage User Generated Content
Build Word of Mouth
• Use Shareable sites• Encourage sharing of content in emails• Send newsletters with links
Build an Inbound Strategy
• Share Your Story– Create Interesting Content – Add Value & Provide Resources
• Syndicate your content – help it grow legs– Widgets (Slideshare.net)– LinkedIn, Facebook– SocialMediaToday.com, MyVenturePad.com
* Set information free
Create a Party4. Engagement
Kicking it off
• Seed the community • Provide guidelines that suit the community• Start with a simple profile• Add additional fields over time• Set expectations
Connect with them early on • Evangelists • Advocates• Influencers
Advocates
• Reward them • Give them more privileges• Encourage them to moderate• Provide a private place for discussions
* Identify what motivates them
Dealing with Trolls
Measuring Success4. Reporting
Measure what meets the Objective
• % Reduced spend on PR, Marketing & Advertising• % Increase in Brand Visibility
– Amount of increased conversation• % Increase in Sales
– Overlay sales performance on volume of conversation• % Reduction in Customer Service Costs
– Number of uses of online content– Number of issues resolved online by peers– Increased customer satisfaction - qualitative
• % Reduction Product Development Costs – Number of ideas gathered/implemented– Compare previous cycle cost to present– Reduced cost due to beta
• % Increased SEO Presence– Google your brand/product!
• % Increase in Leads from Campaign
Calculating ROI
1. Decide on the objective (it needs to be measurable).
2. What is the % increase or decrease change in behavior that is wanted. (Need to know the value of increment)
3. Measure the baseline.
4. After a given period (or campaign time) take the measurement
5. Calculate the ROI based on the cost
* Remember! It’s about building relationships.
Possible quantitative data
• Number of active members• Percent with complete profile• Number of new members• Number of new threads started• Number of mentions• Number of comments• Number of views (YouTube, Slideshare, Flickr)• Number of embeds • Number of downloads• Number of followers (*careful!)• Rank (Google, Twitter, Technorati, Klout, etc)
Possible qualitative data
• Sentiment and/or tone• Quote from advocate• Issues (frequency)• Topics frequently discussed• Recommendations (velocity)• Brand differentiators
Monthly Reporting
• Report on Objectives– Established from goals of the position
• Qualitative– Trends in members, topics, discovery of new communities
• Quantitative– Benchmark based on previous report
• Web Analytics – unless someone else is tracking them
• Recommendations – Based on interactions with customers
Growing Your Community
• Provide thought leadership• Comment on related posts• Guest blog• Participate in related communities• Organize industry related events online &
offline
• Fail Fast• Learn from Mistakes• Build on What Worked • Grow the Engagement• Get More Teams Involved• Train Willing Teams
TEAM EXERCISE
Connie BensenCommunity Strategist
[email protected]@cbensen
www.communitystrategist.comwww.slideshare.net/conniebensen