Social: The value of community May 2013 Judi Samuels #mktgacademy @mktgacademy
ComfortLife Marketing Academy: Social value of community
Nov 18, 2014
The value of social communities is consistently debated. In this presentation, you will learn of the kind of results you can expect from building and nurturing a community, how to start, and what it takes.
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Transcript
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
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