This presentation was given at the Engage Conference in Portland, OR on March 9, 2017. Want to inspire your community? Make it about them and not you. The content, experience, should be about what is important to them. Your community has tons of ideas, needs, wants, etc. Put yourself in their shoes, and your content becomes easier to create.

1. Inspiring Great Content
Through Community
Jennifer Sable Lopez
Director, Global Communities

2. Inspire With ”Why”
@jennita #EngagePDX
“People don’t
buy what you do,
they buy what
you believe”
- Simon Sinek

3. @jennita #EngagePDX
What is the
WHY
in
YOUR
community?

4. @jennita #EngagePDX

5. What do they care about?

6. Who are they?
@jennita #EngagePDX

7. Who are they?
@jennita #EngagePDX
Glassdoor data

8. Who are they?
@jennita #EngagePDX
Glassdoor data

9. Who are they?
@jennita #EngagePDX
Glassdoor data

10. What do they like?
@jennita #EngagePDX

11. What do they search for?
@jennita #EngagePDX

12. @jennita #EngagePDX
Clearly an
opportunity
What do they search for?

13. Create evergreen
content your
community is
always
searching for
@jennita #EngagePDX

14. @jennita #EngagePDX
Create evergreen
content your
community is
always
searching for
EXACTLY what I
was looking for

15. Create evergreen
content your
community is
always
searching for
@jennita #EngagePDX
Pssst…Where’s
Subaru.com?
EXACTLY what I
was looking for

16. Evergreen
content your
community is
always
searching for
@jennita #EngagePDX

17. Ask them!
@jennita #EngagePDX

18. Ask them!
@jennita #EngagePDX
“best features and
content”
“What is your
motivation”

19. Answer their questions
@jennita #EngagePDX

20. User Generated Content

21. Comments
& Reviews?
@jennita #EngagePDX

22. Comments
& Reviews?
@jennita #EngagePDX

23. Comments
& Reviews?
@jennita #EngagePDX

24. Comments & Reviews?
@jennita #EngagePDX
Also…

25. Your products IRL
@jennita #EngagePDX

26. Your products IRL
@jennita #EngagePDX

27. Promote them (not you)

28. Give them a voice
@jennita #EngagePDX

29. Use their data
@jennita #EngagePDX

30. Show off their work
@jennita #EngagePDX

31. @jennita #EngagePDX
Show off their work

32. They’re Artists
@jennita #EngagePDX

33. Boost Influencers
@jennita #EngagePDX

34. Integrate social
@jennita #EngagePDX

35. Integrate social
@jennita #EngagePDX

36. Community Inspiration
q Focus on “Why”
q What do they care about?
q Let their work inspire
q Promote them

37. THANK YOU
Jennifer Sable Lopez
Director, Global Communities
Jen.Lopez@welocalize.com
@jennita