content marketing for new marketers: mike tekula/general assembly
Post on 29-Oct-2014
351 Views
Preview:
DESCRIPTION
TRANSCRIPT
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIESMike Tekula (@MikeTek)Consultant, Distilled
START 14-DAY FREE TRIAL
GET THE FULL EXPERIENCE:LEARN WHAT YOU WANT, WHEN YOU WANT
Unlimited access to all upcoming live streamsOn-demand streaming classes taught by toppractitionersA growing video library, updated weekly
Get access for only $25 USD/month.No risk—you can cancel at any time!
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
QUICK RECAP:How our previous lessons apply to community building
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
VALUES AND VISION MATTER TO THE COMMUNITY‣Your Values are your promise to the community — they establish trust
• Your job is to deliver on those Values consistently‣Your Vision, how you want to change the world, identifies your allies and
your enemies• Think back to the Tesla Motors mission statement‣Without these, your brand stands for nothing
• And therefore, nobody will stand with you
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
Be as transparent and authentic as possible
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
YOUR PEOPLE ARE YOUR SEEDS‣Give your people the stage, don’t communicate as a logo
• Remember that Google is moving to reward author-attributed content‣The first community is the one already inside your business — expose it
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
FOLLOW THE INFLUENCERS‣Your community will overlap with influencer communities‣Study how influencers in your space have encouraged community
development on their sites• Do they reward involvement?• Do they share the spotlight with top contributors?
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
COMMUNITY IS PORTABLE‣Study your audience’s haunts‣Your site won’t be the only place where your community exists
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
THE EARLY DAYS:THE FIRST STEPS TO BUILDING A COMMUNITY
‣Works with even a small initial audience‣Establishes a sense of investment
in the guest writer‣Attracts their audience to your site‣ Influencers who know them will
begin to know you
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
1. INVITE GUEST WRITERS
‣Great way to “borrow” their audience for a moment‣Outside of the most popular / busy
influencers, most are happy to answer a few questions‣Remember consistency bias — helping out
makes us want to help out again‣ Instant credibility for pitching up the chain
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
2. INTERVIEW INFLUENCERS
‣People love free stuff‣Make it compelling and a challenge —
tie it to your brand‣ If you provide small business services,
partner with some friends to offer a business package as the reward
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
3. HOLD CONTESTS
‣Customers can make your most supportive community members‣Present them in a favorable light, and
they’ll be proud of the case study‣Helps sell your products / services with
storytelling (not pure self-promotion)
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
4. PUBLISH CASE STUDIES
‣Point readers to the best resources on a topic‣Let the content producers know
you’ve done it‣Ego and reciprocity prevail
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
5. MAKE A “BEST OF” LIST POST
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
THE POWER OF USER GENERATED CONTENT
‣Point systems build rewards into community engagement‣Moz.com nailed this with their “thumb” system‣SocialMediaExaminer.com similarly created a
“top contributors” board, based on points (awarded by other community members for comments / posts)
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
MAKE COMMUNITY CONTRIBUTION A GAME
‣A report published by Search Engine Land in 2012 found that 72% of online consumers trust reviews as much as personal recommendations‣Also increases the level of relevant
content on the page (SEO)
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
CUSTOMER REVIEWS
Use these forms of UGC in early days:‣Guest blog posts (by invite)‣Group interviews‣Surveys‣Embedded Twitter discussions
The possibility for these opens up once you have a robust community:‣Forums (Webmaster World)‣Dedicated UGC blogs (see Moz.com’s YOUmoz)‣Regular guest writers / editors
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
A NOTE ON TIMING
‣Even blog comment threads can get out of hand‣Set some ground rules‣ It is your job to police the comments
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
WHEN UGC GOES WRONG
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
COMMUNITY MANAGEMENT TIPS
‣Establish clear rules about what kind of comments/discussions you will tolerate and what will get people’s comments removed or get them banned‣Encourage the users who: ‣Add value to the conversation in a respectable way‣Challenge the arguments of the post or another commenter in a respectful
way‣You are not legally responsible for blog comments / forum posts but you have
the right (and the responsibility) to police them
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
KEEPING IT CLEAN
‣Natural affinity for socializing online‣Time!‣Advocate for users‣Ready to take it offline
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
CHOOSING COMMUNITY MANAGERS
‣Once your brand has some recognition, watch for social mentions
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
REWARDING AMBASSADORS
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
LEVERAGING FEEDBACK FOR CONTENT
‣Listen for social mentions of your brand or topic•A quick thanks for a positive brand mention•A quick apology with an offer to discuss further for negative mentions•If listening by topic, be extremely cautious about soundy “pitchy” when
engaging•Timing is key!‣SocialMention.com‣Use TweetDeck for custom Twitter search columns
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
LISTENING IN SOCIAL
‣Read. The. Comments.‣One comment can turn into an
entire blog post‣Don’t limit this to your own blog
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
DRAWING INSIGHT FROM COMMENT THREADS
‣Have an idea for a big, research-driven piece of content?‣Reach out to influencers first (aim low/mid-
tier) and pitch them on it‣Ask for their feedback on the idea
•Interview them and incorporate if it makes sense
‣The piece gets better, and...‣They will be likely to link to / promote the
piece upon launch (sense of ownership)
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
PREDELIVERING CONTENT IDEAS FOR FEEDBACK
CONTENT MARKETING FOR NEW MARKETERS: COMMUNITY MANAGEMENT STRATEGIES
THANKS! QUESTIONS?
top related