21. A branded community is a community with a
specific business objective led by an
executive sponsor, where a company creates a
space for people with a common sense of
identity to participate in ongoing, shared
experiences. (CMX)
22.
23. Rosemary’s Three Laws of Authentic Community
Don’t follow the marketing herd (context).
Be real/use a human voice.
Provide value.
24. 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
25.
26.
27. 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
28.
29.
30. “...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.
31. “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
32.
33. "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."
34.
35.
36. 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)
Notes de l'éditeur
I know what you’re saying Rosemary, but we have a community. We have a Twitter account, a corporate blog, and 3,000 FB followers. But community is NOT about technology. To understand the current state of community, we need to take a very brief detour back to ye olden days.
We went from campfires to Roman forum to town square to pubs to salons straight to the BBS. This was the state of affairs in the late 1990’s, early 2000s.
Everyone was happy.
And somewhere along the way, we started talking about stuff we like. Computers, cars, My Little Pony...as well as...
The Bat signal went out
And then along came the marketers
You can guess what happened next.
Next we discovered the joy of social networking.
Marketers then decided that social networks were this. You could pump out any type of content and it would magically, organically reach everyone. For free. Then on May, 18, 2012, FB went public.
Two years later, we were looking at the Reachpocalypse, Facebook Zero, Filtered Feed Problem….or just reality?
We were already dealing with 2011 commencement of Panda, and then the hits for marketers just kept coming. In April 2012, Google Penguin took away another free ride for marketers, backlink schemes.
So the marketers went back to what we do best. Spend money.
Get me a branded community, STAT
The new world of Pay-to-Play
And the consumer is definitely savvy to what’s going on.
This is the actual site of my house. Tell story… To me, this is a great way to think about social communities...it’s great that they’re gathering and buzzing about you out there, but it’s better if you can give them the right environment to make honey.
It has an “insider name,” branding so that you can see whether you fit in, and an invitation on the front page. Notice “request invite”?
according to Marketing firm MBLM, when Millennials think of their “most intimate brand” Sony’s PlayStation gaming division ranks third. And, that third place spot falls ONLY behind two behemoths—Amazon and Apple. REPUTATION. Mention conversational human voice leading to reputation data….