2. About
Me
I
am
not
a
marke.ng
“guru.”
We
all
have
a
lot
to
learn
from
each
other.
I
am
a
marketer
who
has
successfully
leveraged
community
to
scale
social
engagement.
4. Mobile app landscape is
unbalanced
Social = more competitors, smaller
market
Utilities = less competitors, bigger
market
5. Annual Per Capita US
Household Spending:
Self
Actualization $4,582 $49,639
Self-‐Esteem $3,588
Love
a nd
B elong ing $8,787
Safety
a nd
S ecurity $15,112
Physiolog ical
Needs $17,570
6. There are more
companies where there
are less dollars
Self
Actualization
$4,582
Self-‐Esteem $3,588
Love
a nd
B elong ing $8,787
Safety
a nd
S ecurity $15,112
Physiolog ical
Needs $17,570
12. Life360
• Free
consumer
app
that
helps
you
see
where
your
family
is
located,
when
they
need
help
and
what
is
on
their
minds
• Moms
are
founda.on
and
biggest
fans
in
community
13. Scaling
Social
Engagement
with
Community
1)
Understand
your
customers’
needs
(not
yours)
2)
Develop
strong
partnerships
you
can
count
on
3)
Keep
customers
talking
to
you
and
each
other
14. Tony
à
NOT
a
mom
• Listen
and
show
respect
through
ac.ons
• Nice
if
you
iden.fy
with
your
customers,
but
key
is
giving
community
more
than
just
your
company’s
promo.ons
16. Reinforce
that
Customer
Comes
First
“The
app
was
very
helpful
during
the
storms
and
flooding
in
the
Memphis
area.
My
family
is
very
close
knit
and
we
like
to
know
that
we
are
all
OK
during
.mes
of
trouble.”
ScoW
Tatum
Olive
Branch,
MO
19. Invest
in
strategic
partnerships
to
underscore
your
credibility
and
demonstrate
your
commitment
20. Where
Do
You
Start?
• Some%mes
it’s
a
single
email
• Ar.cle
on
“Facebook
assembles
group
to
plan
for
disasters”
• Emailed
all
contacts
men.oned
in
ar.cle
• Connected
with
Heather
Blanchard
21. CrisisCamper
• Connected
with
tour
host
(Pascal
with
King
County,
WA)
• Social
media
cross-‐
promo.on
• Personal
invita.ons
targeted
towards
emergency
and
tech
communi.es
• Live
networking
– FEMA
(Tim
Manning)
– Craigslist
(C.
Newmark)
– SF
DEM
(Alicia
Johnson)
23. Find
Partners
that
MaWer
to
Community
Life360
got
one
of
MASK
MaWers
–
MASK’s
newsleWers
Mother’s
Awareness
and
then
reached
out
on
School-‐age
Kids
on
Facebook
and
TwiWer
24. Get
the
Party
Started
TwiWer
par.es
are
a
great
way
to
increase
engagement,
collaborate
with
partners,
share
great
content,
and
create
a
lot
of
buzz
around
your
brand
25. Super
Bowl
Commericals
• Average
na.onal
ad
costs
$3.5
million
• 1-‐hour
TwiWer
party
generated
more
tweets
and
impressions
than
most
ads!
27. Engage
Emo.onally
“Engagement
is
measured
by
takeaway
value,
sen.ment
or
feelings,
and
resul.ng
ac.ons
following
the
exchange.”
“Community
is
much
more
than
belonging
to
something,
it’s
about
doing
something
together
that
makes
belonging
maWer.”
-‐
Brian
Solis,
principal
analyst
at
Al.meter
Group
and
author
of,
“The
End
of
Business
as
Usual.”
@briansolis
28. Pos.ng
Props
to
Build
Exchanges
• Let
people
know
when
you
say
something
nice
about
them!
• This
tweet
resulted
in
a
phone
call,
guest
post
in
the
American
Camp
Associa.on
newsleWer,
and
a
good
working
rela.onship
on
TwiWer.
