Download - Why Community Matters

Why Community Matters

Vero PepperrellDigital marketing & Social Media consultantwww.thatcanadiangirl.co.uk / www.pepsmedia.com

Future of Mobile, 17th Nov 2008

Vero Pepperrell, Pepsmedia


Why should we bother?

It doesn’t matter if you

measure success in…




measure success in…• Footfall




measure success in…• Footfall• Viewers




measure success in…• Footfall• Viewers• Listeners




measure success in…• Footfall• Viewers• Listeners• Conversation



In the end they’re all

people who want to be

treated as such.


We aren’t just numbers

• It's easy to look at numbers and stats, product life cycles and forget that it’s people who drive your business

• 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.


Not just for Christmas…

• Think of new customers as puppies: Not that they need to be toilet trained, but as friends for life


Not just for Christmas…

• A converted evangelist isn’t a one-off purchaser, it’s an extension of your marketing team


The 3 R’s of Community Interaction

Respect• Speak to your users as humans• Let your staff’s personality shine• Don't rush the relationship: They’re

looking for a handshake, you’re trying to stick your tongue down their throat!

• Let them talk for a change



Responsibility

• Honesty & transparency

• Responsiveness in good & bad times

• Be willing to educate, not dictate your users’ choices



Reputation

Positive interactions

Happier users

Recommendation

Improved reputation


It’s pretty simple really!

• Listen to your users: On blogs, forums, in focus groups, to your support email

• Give them opportunities to speak to you– Participate in forums– Attend events and just listen– Invite them to suggest improvements

• Let them know you’re listening!– Taptu uses a weekly “Wishing Line” email: Uncensored

feedback from users & press goes out to the whole team– Tell users when you’ve put their suggestions into action

Vero PepperrellDigital marketing & Social Media consultant

www.thatcanadiangirl.co.uk / www.pepsmedia.com

Blogging since 2000 and still alive!


Imagery & ideas credits:• On Twitter: @jeffpulver & @mattb

• On Flickr: betsyjean79 & Eole• Gapingvoid.com for the cynical view of advertising• Chris Brogan for the imagery on relationships• Nataliedee.com for the jelly beans• The wonderful communities I interact with for the inspiration• Note: No Mr Potatoheads were harmed in the making of these slides