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Slides I developed for sessions 608/608-1 at the National Smart Start Conference on May 3rd, 2011. Photo attributions at the end.
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Kevin Briody / Ignite Social Media / @kevinbriody
Building Your Online Community Through Social Media: "Lessons from the Corporate World!!National Smart Start Conference 2011"Sessions 608 and 608-1 !May 3, 2011
Beneath all the hype and bling
Social media truly thrives through authentic connections within a passionate community
Meaning it is a perfect tool for your community
Let’s review some "helpful lessons "we’ve picked up "over the years
Don’t worry:!There will be a recap…
#1 What’s in it for me?
The fan value proposition is
critical
Exclusive content? Critical insights? Unique discounts? Urgent updates? Touching stories?
Define what your fans get
out of the relationship
And respect
that
Takeaway: ""Ask yourself honestly: What’s in it for our fans? Shape content, promotions, everything to this""
#2 Blogging isn’t quite dead yet
377,784 bloggers 358,456 posts
249 posts per minute 82 million words / day
2x the Encyclopedia Britannica each day
Source: http://en.wordpress.com/stats/ for April 29, 2011
A blog is:
An ideal home for long-form content
Insanely good for
SEO
A flexible asset
Not something you can whip up
during a crisis
Takeaway: ""Don’t listen to the naysayers – blogs are alive and kicking and a major potential asset for any organization""Tips?"1. Define an editorial calendar: topics + rotation/frequency"2. Focus on long-form, helpful, keyword rich content"3. Ensure it consistently delivers your fan value proposition"4. Pick a simple platform, and set it up properly
#3 Your Facebook wall is where the community thrives
96% % of fans never return to your page 199
# of comments, out of every 200, happening in newsfeeds
650K # of comments posted on Facebook every minute
Source: BrandGlue and Facebook
The average fan has
130 friends "
Softly invite them into your community
Source: Facebook
A strong editorial plan and calendar is
required.
Don’t just wing it!
Takeaway: Building a community on Facebook depends on rockin’ your fans newsfeeds
Tips?
• Develop an editorial calendar – pick 5 topics to rotate, create content for each.
• Mix in open-ended engagement questions. • Test, optimize, rinse and repeat. Learn Facebook Insights.
Embrace interaction rates. Apply monthly.
#4 Reasons to Share The neglected fuel that drives social spread
What’s in it for me?
Financial Moral Ego Humor Reputa:on
Takeaway: ""Bake in a reason to share for any and all content or programs – from the start
#5 When the crisis hits, a poor response is vastly worse than none
Takeaways: ""Have a monitoring plan. Have an escalation plan. Respond fast, but think it through.""Don’t leave the keys with the intern…
#6 A moment might be fleeting, but a tweet lasts forever (or at least long enough)
Scale: One persistent post can help or reach thousands
SEO: Strong content can
make your message more discoverable…
indefinitely
On the flip side…
Cache: It’s impossible to truly kill bad content on the ‘Net
Takeaway: ""Think before you post, and use separate tools for professional and personal.
#7 YouTube is about discovery and sharing
Don’t worry about subscriber counts
#8 Just say maybe to shiny new objects (and social networks)
eMarketer & h6p://pewinternet.org/Reports/2010/Twi6er-‐Update-‐2010/Findings.aspx
Just 8% of the US populaJon uses Twi6er Compared to the 42.3% on Facebook
2011? 2008 Be patient
Do you really need to be there? At what cost?
Takeaway: ""Be mindful where your community is, where their influencers are. Be willing to say NO and focus."
# ? F2F #10 #9 Face-to-face is still the ultimate social media
77% vs. 56% Face-to-face conversations vs. social networking, in terms of popular methods used to discuss products or services (US Young Adults 18-25)
Source: eMarketer
Practical aside:!Turn an offline event into a social butterfly
• Create a lasting video library on YouTube
• Stream it live with Ustream
• Create an event-based podcast mini-series
• Spread the speaker slides through Slideshare
• Open up the Q&A with a Twitter chat
• Capture the moment with tagged photos
h6p://www.youtube.com/watch?v=iG9CE55wbtY&feature=player_embedded h6p://www.socialmallard.com/socialmedia/6-‐simple-‐ways-‐to-‐turn-‐your-‐event-‐into-‐a-‐social-‐bu6erfly/
Takeaway: ""Offline events are valuable parts of your social media mix, and content goldmines.
#10 Data is king, and analytics his queen
Friends and family I trust. Everyone else bring data.” ""– wise ex-officemate
“
© AlJmeter Group
Ma@ers!
not so much
kinda
Takeaway: ""Start with clear organizational objectives, track the metrics that matter to those who own your budgets
To recap
• Define the value proposition for your fans, and respect it
• Blogs remain a powerful asset for any organization – what’s your blogging strategy?
• To build on community on Facebook focus on rocking your fans newsfeeds
• Bake in reasons to share from the start for all content and programs
To recap
• Create monitoring and escalation plans. Respond fast but think it through
• Use separate tools for posting to work vs. personal accounts
• Don’t jump into the latest social network too fast. Be willing to say no, stay focused.
• Offline events are valuable parts of your social media mix.
• Develop clear, measurable objectives that matter to your decision makers.
Discuss (and thank you!)
@kevinbriody [email protected]
socialmallard.com
ignitesocialmedia.com/blog
Photo Attributions
Photos not listed are my own, licensed via stock photography sites, or fair use screenshots of sites or marketing creative. All listed below are from Flick via a Creative Commons license, with the owner’s Flickr handle provided. If I missed any, my apologies and please contact me at [email protected].
3 - shereen84 4 - D Sharon Pruitt 7 – brandoncwarren 11 - haijak 15 - linneberg 20 - ben_grey 22 - enigmatic, mgrap 27 - filminilman 28 - 54459164@N00 37 - solidether 43 - damianhopper 48 - delphwynd
The image on slide 45 - © Altimeter Group
