SMW Community Building
description
Transcript of SMW Community Building
Why and how to build online communities
Agenda
• Introduction
• Before you start building your community
• Defining a community
• Our communities
• The role of the agency in communities
• Summary
• Whisky education
Introduction
Introduction
Who I am
• Joe Hughes Digital Marketing Manager
• I oversee all online activity for all of brands including:
• Websites• Social media• Online advertising
• Prior to Joining MDB I was Strategy and Research Director for a social media agency
Introduction
Who are we
• Morrison Bowmore Distillers – One of Scotlands’ leading single malt whisky makers
• Main brands are Bowmore, Auchentoshan and GlenGarioch
• We also look after Midori in Europe
Midori
Before you start your community
The basics of social media
• Social media is vast, targeting is key, biggest doesn’t always mean best
• Think about your audience not your platform
• Go through all the content you organisation already produces and see if that fits – reduces costs and keeps the messages close to other marketing
• All content is useful somewhere
• Remember that social is multi country and multi lingual
Does my brand belong in social media?
• The obvious answer is yes – but think carefully.
• Whilst most brands will be able to gain a following of some description are these followers going to purchase your products? Do they already?
• who are my audience? Do they exist in social media? Are they influenced by it?
• Do audiences want or need educating about my brand(s)?
• Do I have or can I get the resources to manage social education properly
Setting KPI’s and objectives
Measurement
• We use objectives which are long term statements of intent as well as KPI’s
• Our objectives are very simple but underpin everything we do
• KPI’s are worked out on an individual project basis and link directly to the investment placed into that project
• Some form of KPI’s are essential for social media
• They must be meaningful to the business and measureable
Our Objectives
• Raise the profile of our brands with the 2 billion strong online audience.
• Build true brand loyalty by constantly communicating with consumers and fans
• Support and amplify our traditional marketing activities
Defining a community
What is a community?
• Before you can set objectives, KPI’s or goals for your community you need define what it is?
• A Facebook Fan page? • The subscribers to your YouTube channel? • The members of your custom social network?
• Your community shouldn’t be defined by a platform
• It should be defined by who the people are and who they want to interact with you
Multi platform communities
• Most brands won’t actually have one community they will have multiple communities often on the same platform
• It is vital to recognise the nature of your communities as this should inform both content and conversation
• It is important to try and not alienate one community at the expense of another
• Geographic boundaries can also play a part particularly if you are using competitions or events as part of your content strategy
Our communities
• Bowmore has Five main communities
• Hardcore whisky fans
• “Trade up whisky” people
• Foodies
• People with an interest in Scotland
• B2B on trade
MBD communities Bowmore
•Auchentoshan has Four main communities
• Hardcore whisky fans
• Cocktail drinkers
• The “Auchentoshan man”
• B2B on trade
MBD communities Auchentoshan
•Glengarioch has two main communities
• Hardcore whisky fans
• “Trading up”
• Specialist whisky retailers
MBD communities Glengarioch
Talking to our communities
Bowmore
• An exclusive community created for our Hardcore Fans
• Featuring exclusive content
• News, • Exclusive bottlings • Other benefits
• Talked about in other social media
• Deliberately high barrier to entry
• Next year we will be adding offline elements
MBD communities Bowmore Inner core
MBD communities Bowmore Inner core
Auchentoshan
MBD Auchentoshan Presents
• The size of audience we can now “hit” with these messages has increased by orders of magnitude
• Between, Facebook, Blog and Video coverage we have had over 50,000 people exposed to education around Auchentoshan by their peers
• We use Facebook events to help promote and our new converts are actively spreading these events with their friends
MBD brand B2B Switch
• The switch program is primarily aimed at bartenders
• All entrants have to upload videos to YouTube
• 19 finalist are selected by Judges the 20th gets in by having the most video views on YouTube encouraging them to act as education ambassadors
• We have received double the number of entries we were anticipating
Glengarioch
MBD communities Glengarioch Limited editions
Agency role
Things to consider
• What role does/should your agency play?
• We manage almost all day to day community interaction in house
• We also create the majority of content
• For us agency are about adding either adding extra hands or extra skills linked to specific projects this can include:
• Education• App build• Microsite/web build
Summary
Summary
• Prepare properly, Know what you want out of a community being setting the right KPI’s
• Remember you will almost certainly have multiple communities sometimes within one platform
• Identify these communities is important to understand future strategy
• Ensure content as much as possible doesn’t alienate one community over another
• Ultimately communities are only worth what you can measure
Questions
And now to the whisky
Bowmore Production
Malting
Kilning
Milling
Mashing
Fermentation
Distillation
Maturation