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BUILDING COMMUNITY WITH SOCIAL MEDIANick Westergaard | July 2011
COMMUNITY
BRAND DRIVEN
1,500
500 billion
BRAND DRIVEN COMMUNITIES
photo via Fran Simo / Flickr
photo via philiphubs / Flickr
photo via feastoffun.com / Flickr
photo via Thomas Hawk / Flickr
$500MILLION raised online from 3 million donors — most less than $100
35K online groups formed
400K blogs posted
1,800 videos posted to YouTube with over 50 million views
6 million Facebook supporters – most popular FB page
6 TRAITS
MOTIVATED BY MASLOW
photo via jeffeaton / Flickr
photo via Kilgub / Flickr
SOCIAL
GATHEROFFLINE
photo via Wajimacallit / Flickr
HELP EACH OTHER
photo via Jonathan Cohen / Flickr
photo via C! / Flickr
TOP BRANDS BY NUMBER OF FACEBOOK FANS
Source: Advertising Age
AWARENESS
DONATIONS
BRAND
MESSAGE
HOW?
ISSUE
BRANDDRIVENCOMMUNITY
SOCIAL MEDIA
TRADITIONAL MEDIA
TODAY- Brand — Who You Are?- Message — What You Say?- Social Media 101 (BDC)- Putting It All Together – People- QA
NickWestergaard.com
BRAND
...is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers ...
... it can become irrelevant. It can be ignored, or even
become a focal point for online contempt.”
– Lee Clow
“THE REALITY OF THE NEW MEDIA WORLD ...
- Who you are - What you say- What you stand for
BRAND DNA
CASE STUDY
CREATION STORY
CREED
ICONS
RITUALS
PAGANS
SACRED WORDS
LEADER
NEED THESE ELEMENTS PACKAGED UP
MESSAGE
A I D AAttention | Interest | Desire | Action
A I S AAttention | Issue | Solution | Advocacy
ATTENTION
ATTENTION = STORIES
ISSUE
DIAGNOSETHE PAIN
SOLUTION = DEMONSTRATE GAIN
It is less costly to intervene earlier rather than laterThe average cost to incarcerate someone in Iowa is $31,517 per year where as the average cost of mentoring someone in the Children of Promise programs is just $1,133 per year. Prevention can reduce our tax burden.
ADVOCACY =
WRITE A LETTERDONATE NOWGET INVOLVED
VOLUNTEER TODAYATTEND AN EVENT
ACTION!
HOW WE DELIVER THE MESSAGE?
SOCIALMEDIA
COMMUNITY BUILDING CONTEXT
photo via Pat Scullion / Flickr
YOUR WEBSITE
photo via JimmyWayne / Flickr
TIP!ADD A BLOG TO YOUR WEBSITE
POLICY LEADERSHIP
Helps with search
EASY TO UPDATE
NEXT STEPS
- Build a hub
- Add a blog
- Publish often
- Share across social networks
750+ MILLION USERS Fastest growing demographic is women over 55
photo via xcode / Flickr
photo via furiousgeorge81 / Flickr
SHARE
photo via andercismo / Flickr
FIND relevant content
FUN WITH AVATARS
FUN WITH AVATARS
NEXT STEPS
- Create a Page
- Like stuff
- Share stuff
- Converse/repeat
- Drive traffic to web
200 MILLION USERS... and growing!
AUDIENCE POLL
WHAT ARE PEOPLE TWEETING?
4%4%6%
9%
38%
40%
Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam
Source: Pear Analytics
photo via wili_hybrid / Flickr
RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!
21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonline
Councilor Susan Mims is asking what solutions Mondo's group actually has ... Limiting keg sales he says (Mims: I'm not sure you can do that)
Mondo closing statement: "21 is an easy fix." OK. Good. Let's keep it in place.
Someone in audience just asked, "If bar owners care - are any others here?" No one responded. Actions speak louder than words.
@bergus @ghennigan We need to make sure we are noting qualitative comments vs quantitative data. We can't let anecdotal info cloud facts.
@meghannkay Thanks for your support!
Just saw a @21MakesSense ad on CNN! Awesome! 7 days!
DON’T BROADCAST
12:1
photo via bengrey / Flickr
NEXT STEPS
- Create a Twitter account
- Follow a lot of people & orgs
- Tweet & share often (12:1)
- Think of it as PR
- Drive traffic to web
2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!
photo via lumierefl / Flickr
PERSONAL TOUCH
GO VIRAL
OVER A MILLION
VIEWS
NEXT STEPS
- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website
WHAT ABOUT YOU?
100 million users
Groups
SHARE!photo via nan palmero / Flickr
photo via nan The Suss-Man (Mike) / Flickr
RECAP
WEBSITE / BLOG
photo via Chiot’s Run / Flickr
CLOSING
BRAND
MESSAGE
ISSUE
BRANDDRIVENCOMMUNITY
SOCIAL MEDIA
TRADITIONAL MEDIA
EVERYONE’S A MARKETER
photo via Wayne Large / Flickr
SALESphoto via Sunfron1 / Flickr
CUSTOMER SERVICE
CONTENT CREATORSphoto via tamburix / Flickr
BRAND BUILDERS
EARLY ADOPTERS
LAGGARDS
INNOVATORS
MAJORITY(early & late)
Rogers Innovation Adoption Curve
KNOW TECHNOLOGY
SOCIAL SKILLS
photo via Ricky Justus / Flickr
photo via vistamommy / Flickr
photo via alexanderdrachman / Flickr
NickWestergaard.com@NickWestergaard
NickWestergaard.com
Brand-Driven Insights at
@NickWestergaard