Using content & conversation to build community
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Duncan Alney discusses the importance of community, the evolution of community, the new community; and how to use content and conversations to build community.
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Using content & conversation to build community
- 1. Duncan Alney | Firebelly USING CONTENT & CONVERSATION TO BUILD COMMUNITY Tuesday, January 25, 2011
- 2. Case for social DUNCAN ALNEY President Firebelly Marketing @firebelly firebellymarketing.com Tuesday, January 25, 2011
- 3. Tuesday, January 25, 2011
- 4. 500+ 2nd 200+ million users largest search engine million users 93% of Americans believe a company “should have a presence in social media.” 85% say that companies “should also interact with consumers via social media” [Source: eMarketer] Tuesday, January 25, 2011
- 5. TRUST Tuesday, January 25, 2011
- 6. THE OPPORTUNITY Tuesday, January 25, 2011
- 7. THE OPPORTUNITY Use content and conversation to build a value and trust-based community. Tuesday, January 25, 2011
- 8. THE COMMUNITY APPROACH Tuesday, January 25, 2011
- 9. THE COMMUNITY APPROACH Enrich, grow, monetize and protect. Tuesday, January 25, 2011
- 10. ONLINE COMMUNITY BENEFITS Tuesday, January 25, 2011
- 11. ONLINE COMMUNITY BENEFITS Real-time, collaboration, crowd source, build engagement and manage reputation. Tuesday, January 25, 2011
- 12. RELEVANT SOCIAL BRAND Tuesday, January 25, 2011
- 13. RELEVANT SOCIAL BRAND Part of the conversation. Fresh and hip. Cross demographic appeal. Referenced in local pop culture. Must use social experience effectively. Tuesday, January 25, 2011
- 14. TIP: KNOW YOUR AUDIENCE AND STORY Tuesday, January 25, 2011
- 15. Tuesday, January 25, 2011
- 16. CONTENT STRATEGY Tuesday, January 25, 2011
- 17. CONTENT STRATEGY Must add value. Build in calls to action for conversation. Tuesday, January 25, 2011
- 18. CONTENT IMPLEMENTATION Tuesday, January 25, 2011
- 19. CONTENT IMPLEMENTATION Be consistent. Apply social brand personality guidelines. Tuesday, January 25, 2011
- 20. RELEVANCE IS KEY Tuesday, January 25, 2011
- 21. RELEVANCE IS KEY Understand the hot buttons, timing and culture. Tuesday, January 25, 2011
- 22. CONVERSATION STRATEGY Tuesday, January 25, 2011
- 23. CONVERSATION STRATEGY Must be relevant and inclusive. The big opportunity. Tuesday, January 25, 2011
- 24. CONVERSATION Tuesday, January 25, 2011 IMPLEMENTATION
- 25. CONVERSATION IMPLEMENTATION Must be maintained. Probing questions to elicit responses. Ask for different perspectives. Offer incentives. Tuesday, January 25, 2011
- 26. COMMUNITY STRATEGY Tuesday, January 25, 2011
- 27. COMMUNITY STRATEGY Must meet expectations we set. The community is our people and our asset. Protect and water it. Tuesday, January 25, 2011
- 29. COMMUNITY MANAGEMENT Grow affinity by adding value. It takes time and hard work. Trust will monetize. Tuesday, January 25, 2011
- 30. HOW DO WE MEASURE? Tuesday, January 25, 2011
- 31. HOW DO WE MEASURE? Marketing Team: web traffic, lead conversion, engagement. High-Level Executives: revenues, reputation, satisfaction, intelligence. Tuesday, January 25, 2011
- 32. Tuesday, January 25, 2011
- 33. Listening { PEARSON EDUCATION Tuesday, January 25, 2011
- 34. CRM { NETWORK SOLUTIONS Tuesday, January 25, 2011
- 35. Brand Awareness { YATS Tuesday, January 25, 2011
- 36. Consumer Insights { QDOBA Tuesday, January 25, 2011
- 37. Contests { DELIVRA Tuesday, January 25, 2011
- 38. Case for social DUNCAN ALNEY President Firebelly Marketing @firebelly firebellymarketing.com Tuesday, January 25, 2011