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Creating communities that
     love your brand
          May 2012
          Auckland
@xero @cjlambert
     www.xero.com
Community

•   Social objects
•   Channel strategy
•   Audience
•   People
•   Play




                       www.xero.com
Investment mix




                 www.xero.com
Channels and tactics




                       www.xero.com
Content marketing maturity model




                                   www.xero.com
Resourcing – one day




                       www.xero.com
Resourcing




             www.xero.com
Focus on audience




                    www.xero.com
Tell your stories




                    www.xero.com
Social objects




                 www.xero.com
Xero channels




            twitter.com/xero




                               www.xero.com
                                    Blog.xero.com
Encourage discussion


                       facebook.com




                           www.xero.com
 Xero community
Amplify the audience




                       www.xero.com
Give to get




              www.xero.com
Xero Channels




       Google +


                       www.xero.com
                  LinkedIn
People and faces




                   www.xero.com
Call to action




                 www.xero.com
Playground




             www.xero.com
Playground




             www.xero.com
xero.com/careers




                   www.xero.com
@xero @cjlambert
http://courtneylambert.co.nz
          www.xero.com

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Building communities that love your brand

Notas del editor

  1. Marketing efforts should be skewed towards Online Video, Social Media, Blogging etc as this will return better bang for buck:Better SEOBetter ROIBetter speed/agilityStronger brand (we will attract customers + staff (top talent) if we are leading the charge in this space)
  2. Current situation:Our SEO rankings outside of NZ reflect the lack of content being pushed out in new markets (e.g. Xero # of online videos vs. Red Bull!)We have one community manager pushing content (reactively)We are failing to capatilise on events fully (i.e. not taking the opportunity to create content)Opportunity….To create a culture of content.. CONTENT = TRAFFIC = DIRECT SALES
  3. This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
  4. Encourage others to share content on their channels by including them
  5. This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
  6. This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
  7. PhotosVideoBe prepared - speaker notes – who’s there we should be talking to/be seen with?
  8. Facebook
  9. FlickrPodcasts
  10. Encourage others to share content on their channels by including them
  11. Google +
  12. Encourage others to share content on their channels by including them