ComfortLife Marketing Academy: Social value of community

Social: The value of communityMay 2013Judi Samuels

#mktgacademy @mktgacademy

What we’ll cover…What is a community?

Why should I care?

How can I apply this?

What will I get out of it?

How to build a community?

Summary

What is an online community?

An online community is a virtual place where people from all walks of life come together over shared values, vision and passion…

To be a community, you need… A vision

Why is it important to discuss or share this particular topic?

What is the positive impact in discussing this?

Values

How do people interact?

What kind of behaviour is expected?

People & Communications

If you don’t have people – there is no community.

If no one is talking with each other, there is no value.

Communities exist…Offline

Your neighbourhood Your workplace Your gym Your sports team, book club

Online Message boards Forums Social networks

Why should I care?

Business challenges…Create awareness for your brand

Drive traffic to your website

Generate leads

Create awareness

Fastest growing bank #12 of 50

Drive traffic

2500+ community citizens

500+ engagements monthly

Generate leads

1500 leads 150 presentations

How can I apply this?

Create awarenessGoal #1: Get people to know you!

Rally around a cause/topic/issue that matters and connects to your brand

Engage in existing communities1. Listen.

2. Have a conversation.

3. Share your thoughts and opinions.

Drive trafficGoal #1: Drive visitors to your website!

Respond to questions, comment on conversations.

Always provide additional content in the form of a URL… on your website!1. Provide information and facts. (traditional website)

2. Share stories and experiences. (blog)

3. Engage more deeply through multi-media. (video, photos or other)

Generate leadsGoal #1: Acquire qualified leads!

Know your audience.

Create a campaign.

Use social channels to increase reach.

Ask for the lead.

What will I get out of it?

Return on investmentA dedicated and nurtured community who will:

Speak with you Provide feedback and ideas ADVOCATE

The right visitors: Reduce your website’s bounce rate Increase content consumption INCREASE IN-SITE CONVERSIONS

Return on investmentQualified leads:

Lower cost per lead Increase referral opportunity HIGHER CONVERSION TO NEXT STEP

OK, how can I build my community?

Five steps to community building1. Know

Your passion & brand Your subject matter expertise Your audience

2. Search Beyond Google Seek conversations Seek existing communities

Five steps to community building (cont’d)3. Listen

To your audience To existing community conversation To competitors

4. Engage Like, Retweet, Repin, +1 others Begin with a conversation Be a part of the community, not just a lurker

waiting for an opportunity to sell

Five steps to community building (cont’d)5. Nurture

Building a community takes time You need to share others’ opinion and

celebrate your audience You need to share your thoughts and content You can ask for the lead, but not every day

and not all the time

The 140

In short… You must know your brand and your audience (and

where they intersect)

You must engage. Social communities cannot be successful without dialogue.

You must provide engaging content. Content includes web information, but should also

include blogs and videos. Not just facts – stories too.

You must invest time to maintain & nurture the community.

In short…You will gain:

Awareness Web traffic Leads

There is ROI in social communities.

Questions?

Social: The value of communityMay 2013Judi Samuels

#mktgacademy @mktgacademy