* How to create an engaged community that helps you build loyalty * Ways to measure the success of your community * Activating your community to meet your event goals

1. HOW TO CREATE AN ENGAGED
COMMUNITY
BY
ALEX SHEBAR
YELP LONDON CITY DIRECTOR
@AlexShebar / @YelpLondon

5. Why Are People Coming To Yelp?

6. Not all communi,es are created equal.
h"p://www.millwardbrown.com/ Make It Personal!

10. The ReCcular AcCvaCng System
IIS7

11. WHY IS IT
IMPORTANT?
• Businesses that personalize web
experiences see an average 19%
increase in sales.
(Marke7ngProfs)
• 71% of companies fail to
personalize their websites.
(Dynamic Yield)
• Personalized markeCng emails
receive 29% higher open rates
and 41% higher click-through
rates. (Experian)
• 70% of companies don’t
personalize markeCng emails.
(Experian)
hUp://www.thecreaCvecollecCve.com.au/

12. What do Community Managers Do?
• Adding and removing members from the community
• Welcoming new members
• Establishing community culture
• ModeraCng community content
• Providing customer support to community members
• Gathering tesCmonials and feedback produced in the community
• CreaCng strategic content designed to build relaConships between members
• Introducing community members to each other
• Developing and maintaining community guidelines and policies
• HosCng online and/or offline events for community members
Digital Marketer

15. USE THEIR NAME
HOW DO I
GROW
COMMUNITY?

16. Make It About Them

18. Don’t Assume YOU Know
What They Want
hUp://www.nepalnow.org/

20. Personal MarkeCng Means Having A
Person Actually Doing It
GeUy Images

24. The Best Event I Ever Did

26. USE THEIR NAME
When all
else fails…

27. USE THEIR NAME
"Remember that a person's
name is, to that person, the
sweetest and most important
sound in any language.”
- Dale Carnegie, How to Win Friends and Influence People

30. How is success measured?
• New visitors to your community?
• Increased visit your community page?
• How many people actually sign up to be a part of the community?
• Percentage of acCve users.
• Do you have mostly lurkers or do members tend to contribute right off the
bat?
• AcCve members in the last 30 days.
• Are you gaining or losing those acCve members?
• Number of contribuCons?
• How acCve are your members?
• How oben do members visit your community?
• How long do members tend to remain in your community?
• Speed of replies to discussions?

31. Have Fun!

33. @AlexShebar / @YelpLondon