Upload
louisvilledigital
View
5.193
Download
2
Embed Size (px)
Citation preview
Whatever Happened to Building Community?
Or, How We Started Buying Friends and Not Influencing People
Rosemary O’Neill - @rhogroupee
“There’s no there there.”
Gertrude Stein, and your website visitors
images - NeilPatel.com
“Get me a branded community, STAT!”
And buy me some influencers while you’re at it!
What did we forget?
It’s not about the technology.
It’s about value and context.
And people. Humans. Not targets, prospects, leads, or eyeballs.
Social media and community can coexist
Branded website plus social “embassies”
A branded community is a community with a specific business objective led by anexecutive sponsor, where a company creates a space for people with a common sense of identity to participate in ongoing, shared experiences. (CMX)
Rosemary’s Three Laws of Authentic Community
Don’t follow the marketing herd (context).
Be real/use a human voice.
Provide value.
You’ll know it’s working when they start talking to each other and not just you.
Good for Them● Help with a product, questions
answered● Emotional support● Recognition● Show leadership● Goodies, coupons● Contribute to product development● Relationships● Altruism, help others
● Improved product● Invested customers, affinity● Increased sales● Market research● Support deflection● Brand awareness● SEO● User-generated content● Human conversational voice leads to
good reputation
Good for Us
Real Community
Use cases for online community, with real examples
ideation
customer support
market research
brand awareness
employee advocacy
internal communication
donor recruitment/facilitation
community of practice
peer support & advice
influencer & advocacy programs
author and content creator communities (workshop & event continuation)
education & training
sales via reputation management - trust building
“...recent report from Millward Brown that found that Lithium customer communities drive almost 12 times more revenue than other social channels including Facebook, Twitter, Pinterest, YouTube and Google+ combined.”
Most engaged community members confirmed as the biggest spenders on PlayStation Store.
“Sony’s PlayStation gaming division is ranked the No. 3 “most intimate
brand’ among millennials, according to marketing firm MBLM. It ranks
behind only Amazon and Apple. If you’re wondering what the hell
“intimacy” means in this situation, MBLM defines it as a tight
relationship between a person and a brand that can help a business
grow. ...The worldwide gaming market is worth around $100 billion, and
Sony has proved that establishing a rapport with consumers can
help a company capture a big piece of that.”
VentureBeat
"We have found one of the huge benefits of a brand community is that it serves a wide range of business units in one central place, from CRM to insights, PR, innovation, digital, word-of-mouth, cause marketing, and shopper."
When you get back to the office...
Take out your business goals & marketing plan
Review social customer touchpoints
Where can community provide a business benefit, & value to members?
Find champions internally & externally
Prepare a community strategy (be sure to build in metrics for success)
Remember you’re not alone (resources)
You’re cool, you don’t need to buy friends!