Building Community via Social Media

Building Community
via Social Media
JUNE 16, 2010

EVOLUTION
of the web
ANTHOLOGYMARKETING.COM

WEB 1.0
(1990’s)

The Internet as
“brochure-ware.”

Static content
Limited interactivity
User as viewer
Interaction by email

Photo: http://www.dkimages.com/discover/previews/1215/10420539.JPG

WEB 1.5
(early-mid 2000’s)

The Internet
as a “store.”

Expanded content
Focus on transactions
User as consumer
Interaction by forms

Photo: http://www.flickr.com/photos/kitpfish/1245277768

WEB 2.x
(Now)

The Internet as a
“cocktail party.”

Dynamic experiences
User as content
producer
Interaction thru
conversation

Photo: http://www.flickr.com/photos/28143834@N00/3504870716

Photo: http://www.flickr.com/photos/8773698@N03/3479072735/

Social?

3 out of 4 Americans use social technology.
-- Forrester ’09

Photo: http://www.flickr.com/photos/tonx/21020544

More people visit social networks than check email.
-- Nielsen, April 2010

127 million Americans will use a social network
at least once a month in 2010. -- eMarketer, March 2010


Photo: http://www.flickr.com/photos/generated/1545620972

2/3 of the world’s population
visit social networks. -- Nielsen, March 2009


Photo: http://www.flickr.com/photos/generated/1545620972

50,000,000 tweets per day!
-- TechCrunch, February 2010

Social media is an umbrella term
covering web-based tools and technologies that
“support the democratization of knowledge and
information and transform people from content
consumers to content producers.”


Photo: http://www.flickr.com/photos/pinksherbet/470091904


Source: The Conversation Prism (Brian Solis & JESS3)

Social Networks

Business networking
Publishes to an Largest network
OPEN network Looking for jobs,
Connect by invite,
company info,
Searchable CLOSED network
business advice
More immediate and Share info, pictures,
Older, more affluent
time sensitive events, gameplay
users
Virtual “cocktail party” Less time sensitive
Digital “rolodex”


Micro-blogging

• Short, quick content
• Variety of delivery
methods (mobile,
web, etc.)
• Unites people quickly
• Plays (relatively) well
with others


Blogging

• Highly consumable
content
• Written to be easy to
read and understand
• Conversational tone
• Allows for comments
discussion, sharing,
linking
• Great for search
engine registration

Location-based applications

• Based on mobile GPS
location technology
• Allows users to
“check-in” and share
where they are
• Integrated gameplay
aspects


The traditional consumer sales funnel


Source: The Traditional Funnel (McKinsey Quarterly)

The consumer landscape is changing


Source: The Consumer Decision Journey (McKinsey Quarterly)

1. Customer Service

• Be proactive and
monitor your brand so
small issues don’t
become
BIG ISSUES
• Problem resolution =
positive brand image
• Respond quickly and
transparently
• @ComcastCares
@SouthwestAir
@ATTnews

Photo: http://www.flickr.com/photos/consulatdelaboirie/3544172549

2. Public Relations

• Putting personal faces
and names to an
impersonal brand
• Share brand
personality
• If networks turn into
friends, brand loyalty
can be sustained
• @Zappos
@BigCityDiner
@FarmersHawaii
(formerly @AIGHawaii)


Photo: http://www.flickr.com/photos/gsfc/3726614425

3. Collaboration

• Facilitates
conversation and
encourages strong
community bonds
• The larger the
community with greater
authenticity, the
stronger the response
• @Twestival
@TwelpForce


Photo: http://www.flickr.com/photos/donabelandewen/2444751812

4. Thought Leadership

• If your company has a
strong individual
personality, allow them
to be themselves to
build brand personality
• Thought leadership
can create
opportunities for lead
generation
• @Mashable
@GuyKawasaki


Photo: http://www.flickr.com/photos/thejointstaff/4407184222

5. Issue Advocacy

• Power to connect
people of similar
interests and passions
• If your brand
represents issues
people care about, the
word via social media.
• Partner with existing
efforts to reach new
markets
• @KanuHawaii
@HokuleaWWV

Photo: http://www.flickr.com/photos/kanuhawaii/4671375286

6. Lead Generation

• 61% of marketers are
implementing social
media strategies for
lead generation
purposes
• 2/3 of the economy is
influenced by personal
recommendations
• Angie’s List
@DellOutlet
@MarriottHawaii


Photo: http://www.flickr.com/photos/bamboo-adventure/3530133273

SOCIAL MEDIA
FOOTPRINT
HOK Network

LinkedIn Blog

Twitter Facebook

YouTube Flickr

SlideShare Corporate website

Photo: http://www.flickr.com/photos/dagoaty/4301078127/

Measuring success

Social Analytics

Basic Tools (free) Advanced Tools (paid)
• TwitterSearch.com • Detailed reporting on:
• SocialMention.com – Brand mentions, frequency,
and lift
• AddictOMatic.com
– Sources, blogs, forums, etc
• Twazzup.com – Influencers
• Scoopler.com – Geo-location data
• Google.com/alerts – Positive or negative tones
• Custom executive
summaries on progress
and recommendations

Advanced Social Analytics – brand mentions


Advanced Social Analytics – geo-location data


Advanced Social Analytics – emotional tone


Photo: http://www.flickr.com/photos/pinksherbet/3457313954/

Jump on. Play nicely with others.

Photo: http://www.flickr.com/photos/anyalogic/2315310261

Listen. Engage in conversation.

Photo: http://www.flickr.com/photos/wscullin/3770015203/

Define your social media strategy.

Photo: http://www.flickr.com/photos/josephpetepickle/3656752841

Hope is not a strategy.

It’s time to break some new ground!


LORI LUM
Twitter: @ChunLum
Email: lori.lum@anthologymarketing.com

THANK YOU. QUESTIONS?


Building Community via Social Media

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