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How To Turn Customers into Evangelists With Online Communities

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How To Turn Customers into Evangelists With Online Communities

  1. 1. Evangelism starts with: Community Yes, it’s a real job. 1 @dowmediagroupTuesday, September 4, 12
  2. 2. Community Buzz Words • Engagement • Nurturing • Seeding • Listening • Loyalty True Story: I’m very sick of these words 2 @dowmediagroupTuesday, September 4, 12
  3. 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 @dowmediagroupTuesday, September 4, 12
  4. 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 @dowmediagroupTuesday, September 4, 12
  5. 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 @dowmediagroupTuesday, September 4, 12
  6. 6. Figure Out & Get To Know Your Audience True Story: The best way to do this = visiting other communities & data 6 @dowmediagroupTuesday, September 4, 12
  7. 7. Have Some Goals for Your Community True Story: If they aren’t measurable, potential fans won’t talk to you. 7 @dowmediagroupTuesday, September 4, 12
  8. 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 @dowmediagroupTuesday, September 4, 12
  9. 9. Don’t Sell Stuff **really do, but be subtle True Story: People will buy stuff if they trust you. 9 @dowmediagroupTuesday, September 4, 12
  10. 10. People connect with people, not businesses **Tell them who you are. True Story: Making up fake names are ok, just be consistent. 10 @dowmediagroupTuesday, September 4, 12
  11. 11. Check your ego. True Story: It’s not your community, it’s theirs. 11 @dowmediagroupTuesday, September 4, 12
  12. 12. Be friendly, helpful and responsive. Reply Always. Always. True Story: People like that. 12 @dowmediagroupTuesday, September 4, 12
  13. 13. Have a conversation based on your strategy. True Story: To do that you need compelling content. 13 @dowmediagroupTuesday, September 4, 12
  14. 14. Let people have a voice. True Story: But there will always be douchebaggery, so you need moderators. 14 @dowmediagroupTuesday, September 4, 12
  15. 15. Ask people questions. True Story: People love to show how smart they are. 15 @dowmediagroupTuesday, September 4, 12
  16. 16. Reward loyalty. Starve trolls. True Story: You wouldn’t believe what people will do for a t-shirt. 16 @dowmediagroupTuesday, September 4, 12
  17. 17. Fun Trends in CM • Visual Communities • Hidden monetization • Community Driven Content • Optimizing for Mobile • Perfect Timing 17 @dowmediagroupTuesday, September 4, 12
  18. 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 @dowmediagroupTuesday, September 4, 12
  19. 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 @dowmediagroupTuesday, September 4, 12
  20. 20. Questions? Connect with us! @dowmediagroup True Story: We will reply! 20 @dowmediagroupTuesday, September 4, 12

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