content marketing: building community
DESCRIPTION
Class notes for Marketing: Building CommunityTRANSCRIPT
Building Community
Case Studies (see Examples from class notes):• AlexBrownRacing: Advocacy• Clear Admit Consulting • University: Applicant communities• Red Bull: Brand• Fan communities (Free Marketing space)
versus Brand communities
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Case Study Alex Brown Racing:• Content Marketing– Themes– Engagement
• Frequency of updates• Transparency & Signal Value• Growth: Viral & Google Ads
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Case Study Alex Brown Racing:• Vehicle selection: Strategic and deliberate– Started with a blog, needed to expand– Discussion board design (usability & folders)– Adding additional social media vehicles
• Managing Conversations– “Community in dialogue with itself”
• Managing troll behavior
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Case Study Alex Brown Racing:• Fundraising model
• Brand co-creation (Mission statement)
• Tactic: YouTube video contest– Rules for viral growth and SEO
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Case Study Alex Brown Racing:• Evolution of Goals– Community leads
• Managing the Brands• A Tribe (Seth Godin)– Common cause– Enabled by communications technology– Disrupts the status quo
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Types of Communities:• Advocacy– Tribe
• News Organizations • Brands• Consulting Firms• Crowd Sourcing• Academic Institutions
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Why do people join communities:• Seeking value• Engaging with like-minded people• Maslow—Belonging• Ego
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Why do people join communities:• To contribute content• Brand advocates• Passive versus active members• It is their free choice to join, and to leave• Rules ?
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
What is the value of building communities:• Branding• Engaged consumers• Nurture brand advocates / Evangelists• Develop and build Trust
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
What is the value of building communities:• Listen: Market research• Engage: Customer support• Co-creation activities• Content travels (viral): you want the nodes• Widen reach
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
How to build a community:• Communities happen• Communities are not built• Appropriate architecture needs to be designed– Discussion boards / blogs / subreddit (core)– Social networking vehicles (extension)
• Content Marketing Strategy needs to nurture• Tree metaphor
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Community Architecture:• Web-site / blogs• Discussion Boards• Subreddit• Social Networking Sites– Increase reach– Community around content versus brand
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Community Management:• Creation & Nurture (Tree metaphor)• Content Marketing Strategy• What’s the value?• Content and Community Oversight• Benevolent Dictator
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes
Building Community
Community Management:• Direct engagement with community• Listen, empower, adapt• Managing trolls, bad actors• Thick skin
Digital Marketing [email protected] University of Delaware
#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes