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Evangelism starts
                           with: Community
                               Yes, it’s a real job.




                                         1             @dowmediagroup

Tuesday, September 4, 12
Community Buzz Words

                  • Engagement
                  • Nurturing
                  • Seeding
                  • Listening
                  • Loyalty
                           True Story: I’m very sick of these words
                                              2                       @dowmediagroup

Tuesday, September 4, 12
Fun Facts
                  • Community Managers are 2 x more
                           likely to work for B2C
                  • Community Managers are 2 x more
                           likely to work directly for the brand
                  • Community Managers actually get
                           paid pretty well (the good ones)


                           True Story: 100% of normal people have no idea what they do
                                                        3                                @dowmediagroup

Tuesday, September 4, 12
What do CM’s do all day?

      • Write Stuff
      • Interact About Stuff
      • Plan Stuff
      • Help People With Stuff
      • Analyze and Report Stuff

                    True Story: If you can’t read a spreadsheet, you can’t be a good CM
                                                     4                               @dowmediagroup

Tuesday, September 4, 12
How Are CM’s Measured?
               • Engagement
               • Community Growth
               • Leads
               • Sales
               • Share of Voice
               • Cost Savings
                 True Story: This stuff all = revenue based on page views, time on page, CTA
                                                   5                               @dowmediagroup

Tuesday, September 4, 12
Figure Out & Get To
                           Know Your Audience


                True Story: The best way to do this = visiting other communities & data
                                                   6                              @dowmediagroup

Tuesday, September 4, 12
Have Some Goals for
                            Your Community


                 True Story: If they aren’t measurable, potential fans won’t talk to you.
                                                    7                                @dowmediagroup

Tuesday, September 4, 12
Be Damn Sure You Have
                      Guidelines for
                       Participation
                                           **and put them in writing




                           True Story: You will still get spam and marriage proposals.
                                                        8                                @dowmediagroup

Tuesday, September 4, 12
Don’t Sell Stuff
                                       **really do, but be subtle




                           True Story: People will buy stuff if they trust you.
                                                    9                             @dowmediagroup

Tuesday, September 4, 12
People connect with
                      people, not businesses
                                            **Tell them who you are.




                           True Story: Making up fake names are ok, just be consistent.
                                                        10                                @dowmediagroup

Tuesday, September 4, 12
Check your ego.



                           True Story: It’s not your community, it’s theirs.
                                                  11                           @dowmediagroup

Tuesday, September 4, 12
Be friendly, helpful and
                         responsive.
                   Reply Always. Always.


                           True Story: People like that.
                                        12                 @dowmediagroup

Tuesday, September 4, 12
Have a conversation
                   based on your strategy.


                           True Story: To do that you need compelling content.
                                                   13                            @dowmediagroup

Tuesday, September 4, 12
Let people have a voice.



                      True Story: But there will always be douchebaggery, so you need
                                                 moderators.
                                                    14                              @dowmediagroup

Tuesday, September 4, 12
Ask people questions.



                            True Story: People love to show how smart they are.
                                                    15                            @dowmediagroup

Tuesday, September 4, 12
Reward loyalty.
                                Starve trolls.


                      True Story: You wouldn’t believe what people will do for a t-shirt.
                                                      16                               @dowmediagroup

Tuesday, September 4, 12
Fun Trends in CM
                    • Visual Communities
                   • Hidden monetization
                   • Community Driven Content
                               • Optimizing for Mobile
                               • Perfect Timing


                                     17                  @dowmediagroup

Tuesday, September 4, 12
Don’t do this:
                                     Ignore metrics
                              Ignore legacy content assets
                                Ignore backend systems
                           Ignore social tie ins and monitoring
                                Ignore email marketing
                                  Ignore CRM systems
                                  Ignore monetization
                                      Ignore mobile
                                  Ignore specialization




                           True Story: Ignorance is not bliss.
                                            18                    @dowmediagroup

Tuesday, September 4, 12
Do this:
                                        Establish a community vision
                                  Design your taxonomy around the vision
                                   Develop your SEO/SEM/Social strategy
                                             Seek out members
                                           Reward early adopters
                           Determine your measurement & problem solving systems
                                                Seed content
                                         Set your monetization plan
                               Establish moderation and community guidelines




                                           True Story: It works!
                                                    19                            @dowmediagroup

Tuesday, September 4, 12
Questions?
                                Connect with us!
                                @dowmediagroup




                            True Story: We will reply!
                                        20               @dowmediagroup

Tuesday, September 4, 12

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How To Turn Customers into Evangelists With Online Communities

  • 1. Evangelism starts with: Community Yes, it’s a real job. 1 @dowmediagroup Tuesday, September 4, 12
  • 2. Community Buzz Words • Engagement • Nurturing • Seeding • Listening • Loyalty True Story: I’m very sick of these words 2 @dowmediagroup Tuesday, September 4, 12
  • 3. Fun Facts • Community Managers are 2 x more likely to work for B2C • Community Managers are 2 x more likely to work directly for the brand • Community Managers actually get paid pretty well (the good ones) True Story: 100% of normal people have no idea what they do 3 @dowmediagroup Tuesday, September 4, 12
  • 4. What do CM’s do all day? • Write Stuff • Interact About Stuff • Plan Stuff • Help People With Stuff • Analyze and Report Stuff True Story: If you can’t read a spreadsheet, you can’t be a good CM 4 @dowmediagroup Tuesday, September 4, 12
  • 5. How Are CM’s Measured? • Engagement • Community Growth • Leads • Sales • Share of Voice • Cost Savings True Story: This stuff all = revenue based on page views, time on page, CTA 5 @dowmediagroup Tuesday, September 4, 12
  • 6. Figure Out & Get To Know Your Audience True Story: The best way to do this = visiting other communities & data 6 @dowmediagroup Tuesday, September 4, 12
  • 7. Have Some Goals for Your Community True Story: If they aren’t measurable, potential fans won’t talk to you. 7 @dowmediagroup Tuesday, September 4, 12
  • 8. Be Damn Sure You Have Guidelines for Participation **and put them in writing True Story: You will still get spam and marriage proposals. 8 @dowmediagroup Tuesday, September 4, 12
  • 9. Don’t Sell Stuff **really do, but be subtle True Story: People will buy stuff if they trust you. 9 @dowmediagroup Tuesday, September 4, 12
  • 10. People connect with people, not businesses **Tell them who you are. True Story: Making up fake names are ok, just be consistent. 10 @dowmediagroup Tuesday, September 4, 12
  • 11. Check your ego. True Story: It’s not your community, it’s theirs. 11 @dowmediagroup Tuesday, September 4, 12
  • 12. Be friendly, helpful and responsive. Reply Always. Always. True Story: People like that. 12 @dowmediagroup Tuesday, September 4, 12
  • 13. Have a conversation based on your strategy. True Story: To do that you need compelling content. 13 @dowmediagroup Tuesday, September 4, 12
  • 14. Let people have a voice. True Story: But there will always be douchebaggery, so you need moderators. 14 @dowmediagroup Tuesday, September 4, 12
  • 15. Ask people questions. True Story: People love to show how smart they are. 15 @dowmediagroup Tuesday, September 4, 12
  • 16. Reward loyalty. Starve trolls. True Story: You wouldn’t believe what people will do for a t-shirt. 16 @dowmediagroup Tuesday, September 4, 12
  • 17. Fun Trends in CM • Visual Communities • Hidden monetization • Community Driven Content • Optimizing for Mobile • Perfect Timing 17 @dowmediagroup Tuesday, September 4, 12
  • 18. Don’t do this: Ignore metrics Ignore legacy content assets Ignore backend systems Ignore social tie ins and monitoring Ignore email marketing Ignore CRM systems Ignore monetization Ignore mobile Ignore specialization True Story: Ignorance is not bliss. 18 @dowmediagroup Tuesday, September 4, 12
  • 19. Do this: Establish a community vision Design your taxonomy around the vision Develop your SEO/SEM/Social strategy Seek out members Reward early adopters Determine your measurement & problem solving systems Seed content Set your monetization plan Establish moderation and community guidelines True Story: It works! 19 @dowmediagroup Tuesday, September 4, 12
  • 20. Questions? Connect with us! @dowmediagroup True Story: We will reply! 20 @dowmediagroup Tuesday, September 4, 12