Scaling social engagement via community tony pham - marketing camp

Scaling Social Engagement with Community!

#MCSV!!

Tony Pham @tonypham!!

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.  

For  Community,  Iden.fy  Customer  

Mobile app landscape is unbalanced

Social = more competitors, smaller market

Utilities = less competitors, bigger market

Self Actualization

Self-Esteem

Love and Belonging

Safety and Security

Physiological Needs

Self  Actualization

Self-­‐Esteem

Love  and  Belong ing

Safety  and  Security

Physiolog ical  Needs

Annual Per Capita US Household Spending:

$49,639 $4,582

$3,588

$8,787

$15,112

$17,570

Self Actualization

Self-Esteem

Love and Belonging

Safety and Security

Self  Actualization

Self-­‐Esteem

Love  and  Belong ing

Safety  and  Security

Physiolog ical  Needs

$4,582

$3,588

$8,787

$15,112

$17,570

There are more companies where there

are less dollars

You don’t have to be “cool” to have a

strong community

Over 12 million runners tracking their fitness while on the go

Bringing the grocery store loyalty card to millions of busy moms

One million gay, bi, and curious guys looking for “love”

Getting over 100,000 new users each week

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  

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  

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  

Create  Sharable  Content  to  Spark  Conversa.on  

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    

Provide  Regular  (Daily)  Engagement  

Track  Metrics  

Invest  in  strategic  partnerships  to  underscore  your  credibility  and  demonstrate  your  commitment  

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    

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)  

Safety  Meetups  Across  America  

Find  Partners  that  MaWer  to  Community  

Life360  got  one  of  MASK’s  newsleWers  and  then  reached  out  on  Facebook  and  TwiWer  

MASK  MaWers  –  Mother’s  Awareness  on  School-­‐age  Kids  

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  

Super  Bowl  Commericals  

•  Average  na.onal  ad  costs  $3.5  million  •  1-­‐hour  TwiWer  party  generated  more  tweets  and  impressions  than  most  ads!  

Find  your  Biggest  Fans  

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  

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.  

Give  community  reason  to  care  

Publish  informa.on  that  shows  why  what  you  do  maWers  

Make  yourself  a  conversa.on  topic  A  topic  with  wide  relevance  sparks  conversa.ons  

Allow  customers  to  talk  to  each  other  

•  7-­‐8  MM  impressions/day    •  90K  forum  posts/day    •  9  dis.nct  posts/user  •  19  minutes  spent  per  session    

Ac.vate  power/super  users  

Ambassador  Ac.vity  in  1  Year    u Trish  (Trading  Room)  -­‐  7700+  posts  u KiWy  (Tech  Room)  -­‐  4500+  posts  u Paola  (Spanish  Room)  -­‐  3000+  posts  

Community  impact  on  boWom  line  

Forum  posters  were  50x  more  likely  to  buy  virtual  gold  than  a  non-­‐community  member  

Ques.ons?  

@tonypham