Why you should be building an online community!
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An internal presentation that looks at why, who, where, when and why you should be building an online community. Feel free to re-use but remember to credit back the images to the original sources.
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Why you should be building an online community!
- 1. start building a 1
- 2. 2
- 3. 3
- 4. 4
- 5. 5
- 6. Community is… 6
- 7. 7
- 8. 8
- 9. “It’s not about targeting audiences; it’s about drawing an irresistible bull’s-eye on yourself so audiences will target you.” Dave Senay, CEO, Fleishman-Hillard 9 9
- 10. 10 10
- 11. common interest + sense of purpose common + set of needs 11
- 12. Most importantly… 12
- 13. They are made up of people 13
- 14. Real people 14
- 15. Individuals 15
- 16. Not segments 16
- 17. Or users 17
- 18. Or even stockphoto people 18
- 19. Like us 19
- 20. Banned thinking! Consumers Reactive Return on investment Marketing at Interruption 20
- 21. = 21
- 22. = 22
- 23. ` 23
- 24. Make organisations more humane, adaptive and responsive Be interactive Ensure that communities are productive 24
- 25. Brand Non- members Members 25
- 26. Instead of a community about Xbox, make it a community about gaming It shouldn’t be a Club Med Facebook page, it should be a page about travel 26
- 27. Open your mind a little bit… 27
- 28. What if Sandwhich Baron 28
- 29. Was just Sandwiches South Africa 29
- 30. Oh, and by the way its brought to you by Sandwich Baron 30
- 31. 2. 2. 31
- 32. Accelerate sales More traffic Evangelism Entrench brand loyalty Crisis Thought Insights PR leadership Support 32
- 33. Consumers trust brands that build a personal relationship. Mobile Marketing Social Networks Personalised Search Online Blogs Communities Degree of Brand Personalisation Direct Mail Rewards Online Display Programs Advertising Targeted Online Brand Content Print Opt-in E-mail Media Relations Radio Mass TV Awareness Consideration Trial Loyalty Advocacy Support for Brand Relationships 33
- 34. 34 34
- 35. 35 35
- 36. 36 36
- 37. 3. 37
- 38. Brand 1% of audience Online Lead conversation Influencers 7% of audience Pro-consumers Seed conversation 92% of audience Consumers Read conversation 38
- 39. 39
- 40. Brand Influencers Pro-consumers Consumers 40
- 41. 41
- 42. Building a community PR activities Earned Social Media Shared Bought Media Paid Website Owned 42
- 43. 43
- 44. The main platforms Forum 44
- 45. 45
- 46. 46
- 47. 47
- 48. 48
- 49. 49
- 50. 50
- 51. 51
- 52. 52 52
- 53. 53 > 79% Learn more about the brand > 76% Receive discounts or coupons > 73% Obtain exclusive information > 69% Give positive feedback > 67% Share my opinion > 59% Submit an idea > 58% Display my brand affiliation > 57% Feel like part of a community > 53% Give negative feedback 53
- 54. Reasons fans joined a brand page 54
- 55. What Comes After the ‘Like’ Expectations of users • To gain access to exclusive content • To receive discounts • To receive updates about the organisation 55
- 56. Why fans unsubscribed from a Facebook page: • The information was not interesting • Information was published to often • The bran was no longer of interest to me 56
- 57. 57
- 58. 58
- 59. Run a schedule 59
- 60. Incentives 60
- 61. 61
- 62. 62
- 63. 63
- 64. 64
- 65. Use humor 65
- 66. Use apps Use apps 66
- 67. Reward your evangelists 67
- 68. Take it offline 68
- 69. Let them know first 69
- 70. Build a response model 70
- 71. Facebook: What works Keep it short Be timely Posts between 100-250 characters see Chat about what’s top of mind – current 60% more interaction events, holidays, hot topics of the day Post photos & videos Localize and segment Photo album, photo and video draw 180%, Keep content laser-focused and relevant – 120% and 100% more interaction than text use geo-targeting or Facebook segments alone for niche messages Ask for opinions Post regularly Explicitly ask for input – be instructive. Daily is ideal - but do what works best for Use polls or ask fans to fill in the ____. your topic and your fans. 71
- 72. 72
- 73. Right now 73
- 74. General Guidelines Facebook • Posts 3-4 times a week • Respond daily, check in twice a day is good • Direct care enquires to the call centre, you can also call care for an answer! • Always remember they are people • Get ad budget! • Build applications, spice up the content • Feature people Twitter • Posts 3-4 times a week • Respond daily, check in twice a day is good • Direct care enquires to the call centre, you can also call care for an answer! • Always remember they are people • Get ad budget! • Build applications, spice up the content • Feature people 74
- 75. Who is our audience? 75
- 76. Image Credits > Storm Troopers, By Stefan, http://www.flickr.com/photos/st3f4n/ > Social Media Bandwagon, Matt Hamm, http://www.flickr.com/photos/matthamm/2945559128/sizes/m/in/photostream/ > Mega Mystery, Stimrol, http://www.facebook.com/StimorolSA > Freckles, unknown, http://get-rid-of-acne.co/get-rid-of-acne/get-rid-of-acne-disorders/freckles.htm > Shocked faces, Jessie Dejardins, http://www.slideshare.net/jessedee/you-suck-at-powerpoint > Woods have conversations, Rohit Rath, http://www.flickr.com/photos/rohitrath/4159943702/sizes/z/in/photostream/ > Connect, Hoodlumpr, http://www.flickr.com/photos/hoodlumpr/4840142721/sizes/l/in/photostream/ > Casino, Agrinberg, http://www.flickr.com/photos/agrinberg/4160496284/sizes/z/in/photostream/ > Claw Machine, Bhphotography, http://www.flickr.com/photos/bhcphotography/6783451321/sizes/l/in/photostream/ > Newtown graffetti, Helmut Schwarzer, http://www.flickr.com/photos/helmutrs/6803490817/sizes/l/in/photostream/ > Communities, Delight, http://www.flickr.com/photos/happyjanssens/5261013434/sizes/l/in/photostream/ > Sign of rules, Zachary LeMon, http://www.flickr.com/photos/zacharylemon/6332196774/sizes/l/in/photostream/ > 80/20 split, Geoff Livingston http://www.slideshare.net/geoliv/facebook-page-best-practices > Train Schedule, Tamaradulva, http://www.flickr.com/photos/palmdiscipline/75511425/sizes/z/in/photostream/ > Incentives, SueConnor, http://www.flickr.com/photos/sueoconnor57/6905615428/sizes/l/in/photostream/ > Clowms, Lifeimage, http://www.flickr.com/photos/lifemagic/1667365332/sizes/z/in/photostream/ > Rewards, Marybootrixie, http://www.flickr.com/photos/marybootrixie/6520523653/sizes/l/in/photostream/ > Whisper, Bramster, http://bramster.deviantart.com/art/The-whisper-66827552?q=boost%3Apopular%20whisper&qo=22 > Time, Thearne76, http://thearne76.deviantart.com/art/Time-273861069?q=boost%3Apopular%20time&qo=10 > Right now, http://www.google.co.za/imgres?um=1&hl=en&biw=1092&bih=514&tbm=isch&tbnid=41KWhUAxF34jmM:&imgrefurl=http://andrewschult z.com/daily-drive-right-now/&docid=w3AUsX3Ubh_FCM&imgurl=http://andrewschultz.com/wp-content/uploads/2012/04/Right- Now.jpg&w=400&h=294&ei=kc67T8_yNcHMhAf49oyFCQ&zoom=1&iact=rc&dur=254&sig=113503389267344022030&page=1&tbnh=129&t bnw=159&start=0&ndsp=12&ved=1t:429,r:10,s:0,i:143&tx=68&ty=12 > You must of found them, Antontang, http://antontang.deviantart.com/art/You-Have-Found-Me-169184573 76
- 77. Thank You Christopher Onderstall FH Digital Fleishman-Hillard | Digital. Integrated. Global. (Telephone) +27 11 548 2035 | (Mobile) + 27 82 873 6952 (Skype) ChrisOnderstall | (Twitter) @Chrisonderstall (Linkedin) in/christopheronderstall | (Facebook) Chris.onderstall 77