This is a presentation I put together for the Digital Marketing Summit in Miami.

1. Launching Successful
Communities for Marketers
Layla Sabourian-Tarwé
November 15th, 2013
@Laylasabourian

2. Past & Present Communities
Intercolonias
Community Managers
First
Thursday’s
Silicon Valley
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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3. While we mainly talk about conversations
and engagement in social media, community
is the true force in a connected era.
- Tomi Ahonen, former Nokia Exec and best-selling Author
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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4. Even in the age of social media marketing,
perception gaps are wider than expected…
Source: 2012 Study by Pivot (pivotcon.com/research)
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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5. Current Status Quo
Average Fortune company spends over $1M in community building
Yet Only 25% have more than 1,000 active members
Only about 10% of new communities seem to make it. The other 90% go nowhere.
Common Obstacles:
•The community does not address an unmet need.
•The target audience is too broad.
•Lack of engagement and retention.
CONFLICT
Tribalization of Business Study, Deloitte
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Source: http://www.ic.org/pnp/cdir/2000/20diana.php
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6. Today’s online Communities
Member Perspective
•
Anticipated reciprocity
•
Increased reputation & prestige
•
A sense of efficacy
Business Perspective
•
Customer service
•
Managing brand perception
•
Facilitating research
•
Increased leads
Source: Econsultancy.com ,2012, Online Communities, Part 1
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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7. The Origin of Communities
Early communities formed primarily to provide for the most basic
human needs – physiological and safety needs.
•
By forming groups, it became easier to specialize
in growing and hunting different types of foods.
•
One’s belongings and family could be kept
safer when banding together with others.
Maslow’s Hierarchy of Needs
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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8. Beyond Basic Needs
Once physiological and safety needs are assured, we strive to feel
loved and be part of something larger than ourselves.
Our belonging needs explain why we seek to
gather with people who share common beliefs,
ideas, experience and interests.
Maslow’s Hierarchy of Needs
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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9. First Thursday Silicon Valley
First Thursday Silicon Valley is a Meetup Group for marketing and communication
pprofessionals as well as interested enthusiasts, dedicated to the discussion of
tools, strategies for successful launch and go-to-market plans.
“I was very glad to participate. An inspiring
enthusiasm and exciting new ideas”
Bill Johnston, Director of Online Community & Social Media, Autodesk ,
20111
www.Meetup.com/firstThursday-silicon-valley/
“This Meet Up continues to be relevant and
informative. Thank you Layla and good job!”
Delia Perla, Bay Area News Group 2012
Group Statistics:
 Founded 2010
• 1,014 Members
• 30+ successful Meetups
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
“Looks like it will be a great bunch of folks who are
driving and sharing this evolving space.” Van Riper, Head of
Developer Community, Google
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10. Key Success Factors
Clear Content Plan
Exclusive Value
Frequent Adjustments
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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11. Getting Started
1.
Plan
2.
Decide Go/No Go
3.
Sponsors
4.
Mission Statement & Charter
5.
Objectives
6.
Email Distribution
7.
Seed Discussions
8.
Publicity & Advertisement
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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12. Guard Focus
1. Develop a core group
2. Sustain momentum
3. Appeal to a strong self-interest
4. Inspire the next visit
5. Limit the number of activities
Source: FeverBee Community Consultancy
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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13. Renew Commitment
1.
Redefine the Membership on a regular basis
2.
Keep focus on Marketing Problems
3.
Test Commitment
4.
Consider Options
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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14. Lifecycle of a Community
Source: Forrester Research, Inc.
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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15. Thank you
Layla Sabourian-Tarwé
@Laylasabourian
www.laylasabourian.com
© 2013 SAP AG or an SAP affiliate company. All rights reserved.