Have a lot of brand but hardly any community? This presentation may help you foster a lively hub around your brand and increase reputation and engagement.
2. So, what’s this all about again?
• How to find a community for your brand and how
to join the conversation
• Setting up your own community from scratch
• Managing communities' content, engagement
and updates with limited resources
• Using communities to build brand reputation and
acquire new customers
• Integrating communities into an existing
marketing campaign strategy
• Leveraging your community for further growth
3. What we talk about, when we talk
about a community…
Community is bringing individuals
together around a common
interest.
A community for brands takes that interest,
something relevant and intrinsic to the brand, or
its values, and uses it to engage, inspire and
motivate customers.
4. How to Find a Community and
Take Part
@LisaGoll
5. Finding existing communities
• Use your site analytics to look at top referring
sites
• Search existing websites for instances of your
brand or its associated keywords/interests
• Use alerts by Google, Topsy and Social
Mention to find out where your brand (or its
interest area) is being mentioned
6. A lot of brand, no community
• Think: if your brand was a person, where would it
hangout?
• Choose site(s) that best match your ideal
customer profile – where do your customers hang
out online?
• Ideally, start your community on a site where
they’ll find it without looking and your brand fits
well too
• Ensure you are happy to spend time working on
this site. (Communities are not just for
Christmas!)
7. Where your brand hangs out
• Once you find the community; observe, listen
and find out everything you can about how
this site facilitates it
• Consider how your brand’s personality could
add value to the conversation without
obstructing or trying to control it
• If there’s common topics that emerge, start
planning out the information, help or unique
content that you could contribute
9. Wait! Before you dive in…
• Consult with colleagues about content creation
• Have clear and measurable KPIs as to how you’re
going to measure ‘success’
• Write a bucket list of every piece of content you
can create, beg, borrow and steal to keep your
community engaged and interested
• Be flexible about what you share and try out new
forms of content every week
• Relate back via reports so there’s internal
awareness of the opportunities to be harvested
10. Walk confidently and carry lots of treats
• Start small but perfectly-formed - every community started
with just one member
• Get staff engaged early on, have them join in and refer it to
their nearest and dearest (where it makes sense)
• Engage your members with the stuff they like and try to keep
to the 90:10 rule (90% about them and 10% about you)
• Aim to build something that is useful and authentic to your
customers and the brand
• Be approachable. Be transparent. Be your brand.
• Make colossal mistakes, apologise and move forward with
more knowledge than you had earlier
12. Limited resources? No worries.
• Choose one person as community manager – someone able
to speak for the brand, confidently and consistently
• Ensure this person is well versed in the nuance of the brand’s
unique personality
• Avoid using the office intern (!)
• Select one community you want to flourish and throw
everything you can at it
• Once you have proof of concept that you can create a lively
community around your brand, others can be tested and
rolled out
13. Quality, not Quantity
• Review the profile of your members regularly – do they fit?
• Review where/how each member came to join the
community and remove any referrals that don’t suit
• Don’t be afraid to institute a joining policy or a set of
minimum requirements
• Once a policy is in place; notify members and remove any that
are hindering it from attracting the core customers you want
• A policy also gives you a clear framework as to how to grow
and where you’re wasting valuable energies
14. Updates are go!
• Update your community with a post at least once a day
• Ideally, do this when you have time to respond, interact and
engage to their responses
• If that’s challenging, plan updates a few days/weeks in
advance so you’ve always got a bit of slack if you’re pressed
for time
• Consider what other content sources you’d be comfortable
sharing – not everything posted has to be created by you
• In fact, brands that share others’ content are seen as much
more trust-worthy and generous to its audiences
15. But before I move on…
• Don’t post exactly the same information to multiple sites at
the same time.
• Add unique content across each of your channels - even on
the same topic - and keep it surprising
• Be aware of the voice you use – imbue updates with a
personality that is memorable and/or unique
• Monitor what kickstarts the most discussion and what falls
flat
• Investigate how the workload could be shared without losing
consistency. Could you have someone devising content and
then others responsible for sending it out?
17. Two is better than one
• Approach our existing network of vendors and partners to
make them aware of your community and how it benefits
your customers
• Make a list of 5-10 brands that have the customers you’d like
in your community and what you could offer them
• Take last 3 and approach with proposal in an email – call to
find the best contact first
• Offer barter space on your website in exchange for
highlighting your community to their customers
• Ask your members to suggest blogs or websites to do an
exchange, barter or cross-promotion around the community
18. The treats starts here
• Offer member-only previews of new product launches
• Use them as a sounding board/focus group for ideas in
development
• Give members exclusive rights to vote on what you
do/host/offer next
• Offer ‘extraordinary’ prizes i.e. impossible-to-get
elsewhere items
• Beware: don’t do this unless you plan to use the
information openly, lip-service with no visible result will
only break their trust and harm goodwill
20. From A to B via CDE
• Make your community a stepping stone in a suitable
campaign’s mechanic
• Host fundamental content; videos, entry forms, promo codes
or offer details on your community pages
• Make sure community is in the best shape possible to covert
new members
• Don’t make it to-hard-basket, time-consuming or complicated
• Your community should be a hub for your competitions, not
another destination
22. If you invest in it, they will come
• Keep up and explore ways to innovate within new sites
• Devise sponsorship packages, ad space or exclusive barter
deals and launch it to the sales teams’ arsenal
• Introduce membership levels – bronze, silver, gold – with
unique levels of access
• Incentivise your members to recruit their own contacts
• Integrate your community into another platform and
expanding your reach/exposure
• Devise strategy to ring-fence content for paying subscribers or
members with sponsor/partner to pay for first
week/month/year
23. Going global
• Optimise all aspects of your community so it appeals
• Host live events and bring together your members in the flesh
• Networking, product launches or guest speaking events are a
really good start
• Start sub-communities with a starter kit providing by you
• Explore content for brand stretch into other interest areas
• Encourage members to connect with each other – grouping
together to complete a competition or special task
• Ask your members for their ideas on how you could expand
25. Copyright, November 2012
Lisa Goll
@LisasShare
lisagoll@gmail.com
*All views expressed within this presentation, or its notes, are personal and do not reflect the
views of my employers or any of the companies owned by them. This is all me.