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Building communities with
social media
Lucy Gower
@lucyinnovation
Human beings can't help it: we need to
belong.
Understanding your audience
Haiti fundraising - farmville
„The more you engage with customers
the clearer things become and the easier
it is to determine what you should be
doing‟
John Russell, President, Harley
Davidson
Decide what to measure
• Agree what success looks like
• Collect relevant data
• Get some measurement tools
• Analyze your data
• Test and refine
• Communicate results
“Build it, and they will come” only works
in the movies.
Social Media is a “build it, nurture
it, engage them, and they may come and
stay.”
Seth Godin
“When you give everyone a voice and
give people power, the system usually
ends up in a really good place.”
Mark Zuckerberg, CEO & Founder of
Every employees job
Deliver WOW Through Service
How we make decisions
14% of consumers trust advertisements
90% of consumers trust peer recommendations
Source: “Marketing to the Social Web,” Larry Weber, Wiley Publishing 2007
How to build engagement
• Tell stories
• Use images and video
• Make your supporter the hero
• Be different
• Regular communication
• Help users generate content
• Facilitate sharing
• Be human
Top tips
• Understand your audience
• Focus on what you want to achieve
• Help everyone to broadcast
• Use a range of channels
• Set measures
• Analyse your results – what do they mean?
• Test and refine
• Minimise risk
Find out morewww.sofii.org
Innovation still rules Joe Saxton and Lucy Gower
Networked non profit Beth Kanter
Switch and Made to Stick Chip and Dan Heath
Tribes Seth Godin
Here Comes Everybody Clay Shirky
Enchantment Guy Kawasaki
The Art of Woo G Richard Shell and Mario Moussa
Making ideas Happen Scott Berkun
Speed of Trust Stephen Covey
