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Community MarketingPower And BasicsNOVEMBER 2016
Table of Contents What it is Why it works How it works When it works best Types of
communities Successful
communities Why it works 5 success drivers Work for you
What It Is Engages a prospect &
customer audience in an active, non-intrusive conversation
Traditional marketing & communication strategies (advertising, promotion, PR & sales) focus on customer acquisition
Community marketing focuses on conversations and relationship building about customers’ needs & desires
Can build brand awareness & energy but most powerfully builds credibility & authenticity
Why It Works 86% believe branded online
community will positively impact core operations
85% believe it will improve the customer journey and increase trust
Focused on supporting the customer journey
Focusing more on customer satisfaction, retention, ideas & customer generated content
Potential to engage quality & quantity (thousands+) in brand conversation
How It Works Community serves its
members User-centric mission Independent
conversations & relationship building around product, brand & category
Built & maintained for members’ value Develops their
expertise as leaders about product, brand & category
Special access to brand leadership
How It Works Integration & needs
fulfillment Addresses prospect &
customers’ unique expectations & values
Shared emotional bonding & devotion Members connect &
add their POV & experiences add community value
How It Works
Embrace conflict to reinforce strength Pluses can become minuses Reinforce the authenticity of the
group Roles for everyone
Mentors, performers, learners, heroes, scouts, etc.
How It Works
Online is one tool; not community strategy Grassroots, blogger
relationships, celebrity ambassadors are strategies
Defies managerial control; maintains stewardship
When It Works Best Define community principles &
purpose, creating a sense of membership
Recognize members influence the community as much as it influences them
Structure community to allow for different membership relationships & interactions
When It Works Best Listen actively to community
building their needs & desires into strategy
Community happens wherever customers engage your brand
Engage active members, offering greater influence & insight
Types Of Communities Tribe
Deep interpersonal connections
Shared experiences, rituals & traditions
Fort Exclusive place for
insiders to be safe & feel protected
Types Of Communities Sewing circle
Gathering people with common interests
Share experiences, provide support & socialize
Patio Semi private place
that facilitates In-depth, meaningful
conversations
Types Of Communities Bar
Public space; reliable shallow connections
Tour Group Participate in new
experiences, staying inside comfort zone
Performance space Members can be sure
of finding an audience for their talents
Types Of Communities Barnraising
Effective way to accomplish tasks & socialize
Summer Camp Periodic
experience that reaffirms connections
Successful Communities Random House
Figment -- share writing, connect other writers & discover new stories & authors
SAP -- a place to share and tips, advice, and stories with like-minded individuals
H&R Block -- tax pros for responses to tax answers & connections for sharing experiences
Successful Communities Nicorette Committed
Quitters – advice, tips & programs
Lululemon Community – encourage & connect on fitness
Sephora Beauty Talk -- discussion & shared tips, expert & celebrity advice & tutorials
Successful Communities SeeMore Putters Instit
ute – everything about putting performance
Creative Cow For Media Pros – peer-to- peer support for media production pros
Case For Communities Net new lead
generation Potential prospects
find your community in organic search
Increase in lead close for conversion rate Valuable prospecting
vehicle about your solution
Case For Communities Deflects support calls
Decreased customer support costs & satisfaction rise
Community members build personal brands & influence Providing support to
their peers Rich, robust &
authentic knowledge for customers
5 Success Drivers Listening hub
Don’t jump without knowing your community
Team listen & report on the issues & culture before engaging
5 Success Drivers Analyze topics &
cultural nuances Understand
tone, frequency & key leadership.
5 Success Drivers Pinpoint influencers
Identify who really runs the show
Know most actives & value givers
Give them brand ownership
5 Success Drivers Engage & establish
goals Benefit from
clearly defined goals priorities & success metrics
Create resources & organization commitment
5 Success Drivers Access to community
leaders & influencers Offer a direct line
of access to them Creating feeling of
special access Allow to influence
them
Work For You Brand value & need
Credibility & trust Allies = advocates
Start small Quality > quantity Relevance
Use existing channels LinkedIn, Facebook,
Reddit Offline, trade groups Timely engagement
Let’s Talk About community
marketing & any of your marketing needs
Linked.com/KevinDonnellon
@Macali
Sources 10-exceptional-examples-of-brand-communities
linkdex HBR -- getting-brand-communities-right Forrester-the-ROI-Of-Owner-Communities Jeremiah Owyang
community marketing DigitalDoughnut
-- four-characteristics-of-successful-brand-community crezeo
8-flourishing-online-brand-communities-examples CMX Media - successful-branded-online-communities-significantly-impact-an-organizations-core-operations How to-build-reddit-community
