C4 DigiCon Keynote Address
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“Building Community in the Digital Age: The How and Why!” #C4DigiCon
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Transcript of C4 DigiCon Keynote Address
“Building Community in the Digital Age: The How and Why!”
#C4DigiCon
#C4DigiCon
WHO IS CHRIS BARROWS?
Connect with me
Twitter: @CBarrows
Instagram: @CGBarrows
Email: [email protected]
#C4DigiCon
MEET MY FAMILY
#C4DigiCon
MY PHILOSOPHY
Treat Them Like Family
#C4DigiCon
THE WORLD IS DIGITAL
Source: www.itu.int/ITU-D/ict/statistics
#C4DigiCon
..AND IT LIKES TO SHARE
If you don’t share it
Someone Else Will
#C4DigiCon
BUILD YOUR STRATEGY
» Setting The Stage for Success » Define Who You Are » What Do You Want To Accomplish? » Advise and Revise!
Steps to Strategy Building
BUILDING A DIGITAL COMMUNITY MATTERS
Photo Credit: Flickr User phabyano#C4DigiCon
BRANDING = CONVERSATION = INSIGHTS
Photo Credit: Zoomph#C4DigiCon
TEXT
Photo Credit: Flickr User phabyano
Your Community
YOUR story Your Family
#C4DigiCon
MY HILTON STORY
#C4DigiCon
MY REACTION
#C4DigiCon
ENGAGEMENT MATTERS
Image Credit/Source: Twitter#C4DigiCon
Customers are 44% more likely to share their experiences—both online as well as offline—after receiving a response from a business on Twitter.
#C4DigiCon
SOCIAL ENGAGEMENT AND RESPONSE TIME
EVERY MISTAKE IS AN OPPORTUNITY TO SURPRISE AND DELIGHT
Dave Kerpen and Loews Royal Pacific Resort
“A delighted customer wants to share that joy with others and pass the happiness on, and a surprised customer can’t help but express his or her shock over an unexpected
event. If you can constantly surprise and delight - that IS your marketing.
\ #C4DigiConImage Credit/Source: LinkedIn/Dave Kerpen
BELLO BARBERS
Think About Your Favorite Celebrity or Brand
SHARING IS INDEED CARING
#C4DigiCon
SHARING IS INDEED CARING
#C4DigiCon
CLYW#SMSSummit#C4DigiCon
#SMSSummit#C4DigiCon
#SMSSummit
How CLYW Used Data
‣ To find ways to differentiate from their competitors
‣ To enhance engagement opportunities across social platforms
‣ To better drive social sales of product and improve traffic to website
“We were always neck and neck with YoYo Factory. It wasn’t until we started looking at data that we
were finally able to pull away from all of our competitors.” - Chris Mikulin
#C4DigiCon
#SMSSummit
RESULTS OF DATA ANALYSIS
#SMSSummit
RESULTS OF DATA ANALYSIS
CLYW
#SMSSummit
Examples of Success
‣ Shortly after (in April 2015) saw 25% of web site sales come from social media referrals
‣ Had 2x more engagement on social media than their closest competitor
‣ Found social referrals sharing more than 2 minutes on the webpage
‣ Sold $10,000 in sales (via social) when selling their “Fools Gold” return top
After acknowledging the need to be more engaging on social (on Instagram and Twitter) due to completionbased data - CLYW saw tremendous success.
#SMSSummit#C4DigiConPhoto Credit: Flickr User EvaMaria_N
Tips for Effective Digital Community Building
#C4DigiCon
It starts with “Hello”
Photo Credit: Flickr User Wonderferret #C4DigiCon
#SMSSummit#C4DigiCon
It Takes Time
Photo Credit: Flickr User Toni_VC
#C4DigiCon
TAKE THE TIME TO LISTEN
Source: Zoomph
#C4DigiCon
USE NATIVE SEARCH
Source: Zoomph
#C4DigiCon
USE NATIVE SEARCH
Source: Zoomph
#C4DigiCon
FEATURE YOUR COMMUNITY - AMBASSADOR OR INFLUENCER GROUPS
#C4DigiCon
FEATURE YOUR COMMUNITY - CREATE CONTENT TOGETHER
#C4DigiCon
Evaluate Success
Photo Credit: Flickr User Chris Potter
“ALL THE DATA IN THE WORLD CAN HELP YOU IMPROVE YOUR COMPANY, BUT IT’S THE STORY, EXPERIENCE, CREATIVITY AND AUTHENTICITY THAT CAN TURN A FAN INTO AN AMBASSADOR” - CHRIS MIKULIN
#C4DigiCon
#C4DigiCon
THANK YOU - CONTACT INFORMATION
Connect with me
Twitter: @CBarrows
Instagram: @CGBarrows
Email: [email protected]
