1. Scaling Social Engagement with
Community!
#MCSV!
!
Tony Pham @tonypham!
!

2. About
Me
I
am
not
a
marke.ng
“guru.”
We
all
have
a
lot
to
learn
from
each
other.
I
am
a
marketer
who
has
successfully
leveraged
community
to
scale
social
engagement.

3. For
Community,
Iden.fy
Customer

4. Mobile app landscape is
unbalanced
Social = more competitors, smaller
market
Utilities = less competitors, bigger
market

5. Annual Per Capita US
Household Spending:
Self
Actualization $4,582 $49,639
Self-­‐Esteem $3,588
Love
a nd
B elong ing $8,787
Safety
a nd
S ecurity $15,112
Physiolog ical
Needs $17,570

6. There are more
companies where there
are less dollars
Self
Actualization
$4,582
Self-­‐Esteem $3,588
Love
a nd
B elong ing $8,787
Safety
a nd
S ecurity $15,112
Physiolog ical
Needs $17,570

7. You don’t have to be
“cool” to have a
strong community

8. Over 12 million
runners tracking their
fitness while on the go

9. Bringing the grocery
store loyalty card to
millions of busy moms

10. One million gay, bi,
and curious guys
looking for “love”

11. Getting over 100,000
new users each week

12. Life360
• Free
consumer
app
that
helps
you
see
where
your
family
is
located,
when
they
need
help
and
what
is
on
their
minds
• Moms
are
founda.on
and
biggest
fans
in
community

13. Scaling
Social
Engagement
with
Community
1)
Understand
your
customers’
needs
(not
yours)
2)
Develop
strong
partnerships
you
can
count
on
3)
Keep
customers
talking
to
you
and
each
other

14. Tony
à
NOT
a
mom
• Listen
and
show
respect
through
ac.ons
• Nice
if
you
iden.fy
with
your
customers,
but
key
is
giving
community
more
than
just
your
company’s
promo.ons

15. Create
Sharable
Content
to
Spark
Conversa.on

16. Reinforce
that
Customer
Comes
First
“The
app
was
very
helpful
during
the
storms
and
flooding
in
the
Memphis
area.
My
family
is
very
close
knit
and
we
like
to
know
that
we
are
all
OK
during
.mes
of
trouble.”
ScoW
Tatum
Olive
Branch,
MO

17. Provide
Regular
(Daily)
Engagement

18. Track
Metrics

19. Invest
in
strategic
partnerships
to
underscore
your
credibility
and
demonstrate
your
commitment

20. Where
Do
You
Start?
• Some%mes
it’s
a
single
email
• Ar.cle
on
“Facebook
assembles
group
to
plan
for
disasters”
• Emailed
all
contacts
men.oned
in
ar.cle
• Connected
with
Heather
Blanchard

21. CrisisCamper
• Connected
with
tour
host
(Pascal
with
King
County,
WA)
• Social
media
cross-­‐
promo.on
• Personal
invita.ons
targeted
towards
emergency
and
tech
communi.es
• Live
networking
– FEMA
(Tim
Manning)
– Craigslist
(C.
Newmark)
– SF
DEM
(Alicia
Johnson)

22. Safety
Meetups
Across
America

23. Find
Partners
that
MaWer
to
Community
Life360
got
one
of
MASK
MaWers
–
MASK’s
newsleWers
Mother’s
Awareness
and
then
reached
out
on
School-­‐age
Kids
on
Facebook
and
TwiWer

24. Get
the
Party
Started
TwiWer
par.es
are
a
great
way
to
increase
engagement,
collaborate
with
partners,
share
great
content,
and
create
a
lot
of
buzz
around
your
brand

25. Super
Bowl
Commericals
• Average
na.onal
ad
costs
$3.5
million
• 1-­‐hour
TwiWer
party
generated
more
tweets
and
impressions
than
most
ads!

26. Find
your
Biggest
Fans

27. Engage
Emo.onally
“Engagement
is
measured
by
takeaway
value,
sen.ment
or
feelings,
and
resul.ng
ac.ons
following
the
exchange.”
“Community
is
much
more
than
belonging
to
something,
it’s
about
doing
something
together
that
makes
belonging
maWer.”
-­‐
Brian
Solis,
principal
analyst
at
Al.meter
Group
and
author
of,
“The
End
of
Business
as
Usual.”
@briansolis

28. Pos.ng
Props
to
Build
Exchanges
• Let
people
know
when
you
say
something
nice
about
them!
• This
tweet
resulted
in
a
phone
call,
guest
post
in
the
American
Camp
Associa.on
newsleWer,
and
a
good
working
rela.onship
on
TwiWer.

29. Give
community
reason
to
care
Publish
informa.on
that
shows
why
what
you
do
maWers

30. Make
yourself
a
conversa.on
topic
A
topic
with
wide
relevance
sparks
conversa.ons

31. Allow
customers
to
talk
to
each
other
• 7-­‐8
MM
impressions/day
• 90K
forum
posts/day
• 9
dis.nct
posts/user
• 19
minutes
spent
per
session

32. Ac.vate
power/super
users
Ambassador
Ac.vity
in
1
Year
u Trish
(Trading
Room)
-­‐
7700+
posts
u KiWy
(Tech
Room)
-­‐
4500+
posts
u Paola
(Spanish
Room)
-­‐
3000+
posts

33. Community
impact
on
boWom
line
Forum
posters
were
50x
more
likely
to
buy
virtual
gold
than
a
non-­‐community
member

34. Ques.ons?
@tonypham