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Kevin Briody / Ignite Social Media / @kevinbriody
Building Your Online Community Through Social Media: "Lessons from the Corporate World!!National Smart Start Conference 2011"Sessions 608 and 608-1 !May 3, 2011
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Beneath all the hype and bling
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Social media truly thrives through authentic connections within a passionate community
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Meaning it is a perfect tool for your community
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Let’s review some "helpful lessons "we’ve picked up "over the years
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Don’t worry:!There will be a recap…
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#1 What’s in it for me?
The fan value proposition is
critical
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Exclusive content? Critical insights? Unique discounts? Urgent updates? Touching stories?
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Define what your fans get
out of the relationship
And respect
that
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Takeaway: ""Ask yourself honestly: What’s in it for our fans? Shape content, promotions, everything to this""
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#2 Blogging isn’t quite dead yet
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377,784 bloggers 358,456 posts
249 posts per minute 82 million words / day
2x the Encyclopedia Britannica each day
Source: http://en.wordpress.com/stats/ for April 29, 2011
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A blog is:
An ideal home for long-form content
Insanely good for
SEO
A flexible asset
Not something you can whip up
during a crisis
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Takeaway: ""Don’t listen to the naysayers – blogs are alive and kicking and a major potential asset for any organization""Tips?"1. Define an editorial calendar: topics + rotation/frequency"2. Focus on long-form, helpful, keyword rich content"3. Ensure it consistently delivers your fan value proposition"4. Pick a simple platform, and set it up properly
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#3 Your Facebook wall is where the community thrives
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96% % of fans never return to your page 199
# of comments, out of every 200, happening in newsfeeds
650K # of comments posted on Facebook every minute
Source: BrandGlue and Facebook
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The average fan has
130 friends "
Softly invite them into your community
Source: Facebook
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A strong editorial plan and calendar is
required.
Don’t just wing it!
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Takeaway: Building a community on Facebook depends on rockin’ your fans newsfeeds
Tips?
• Develop an editorial calendar – pick 5 topics to rotate, create content for each.
• Mix in open-ended engagement questions. • Test, optimize, rinse and repeat. Learn Facebook Insights.
Embrace interaction rates. Apply monthly.
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#4 Reasons to Share The neglected fuel that drives social spread
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What’s in it for me?
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Financial Moral Ego Humor Reputa:on
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Takeaway: ""Bake in a reason to share for any and all content or programs – from the start
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#5 When the crisis hits, a poor response is vastly worse than none
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Takeaways: ""Have a monitoring plan. Have an escalation plan. Respond fast, but think it through.""Don’t leave the keys with the intern…
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#6 A moment might be fleeting, but a tweet lasts forever (or at least long enough)
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Scale: One persistent post can help or reach thousands
SEO: Strong content can
make your message more discoverable…
indefinitely
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On the flip side…
Cache: It’s impossible to truly kill bad content on the ‘Net
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Takeaway: ""Think before you post, and use separate tools for professional and personal.
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#7 YouTube is about discovery and sharing
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Don’t worry about subscriber counts
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#8 Just say maybe to shiny new objects (and social networks)
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eMarketer & h6p://pewinternet.org/Reports/2010/Twi6er-‐Update-‐2010/Findings.aspx
Just 8% of the US populaJon uses Twi6er Compared to the 42.3% on Facebook
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2011? 2008 Be patient
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Do you really need to be there? At what cost?
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Takeaway: ""Be mindful where your community is, where their influencers are. Be willing to say NO and focus."
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# ? F2F #10 #9 Face-to-face is still the ultimate social media
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77% vs. 56% Face-to-face conversations vs. social networking, in terms of popular methods used to discuss products or services (US Young Adults 18-25)
Source: eMarketer
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Practical aside:!Turn an offline event into a social butterfly
• Create a lasting video library on YouTube
• Stream it live with Ustream
• Create an event-based podcast mini-series
• Spread the speaker slides through Slideshare
• Open up the Q&A with a Twitter chat
• Capture the moment with tagged photos
h6p://www.youtube.com/watch?v=iG9CE55wbtY&feature=player_embedded h6p://www.socialmallard.com/socialmedia/6-‐simple-‐ways-‐to-‐turn-‐your-‐event-‐into-‐a-‐social-‐bu6erfly/
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Takeaway: ""Offline events are valuable parts of your social media mix, and content goldmines.
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#10 Data is king, and analytics his queen
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Friends and family I trust. Everyone else bring data.” ""– wise ex-officemate
“
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© AlJmeter Group
Ma@ers!
not so much
kinda
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Takeaway: ""Start with clear organizational objectives, track the metrics that matter to those who own your budgets
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To recap
• Define the value proposition for your fans, and respect it
• Blogs remain a powerful asset for any organization – what’s your blogging strategy?
• To build on community on Facebook focus on rocking your fans newsfeeds
• Bake in reasons to share from the start for all content and programs
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To recap
• Create monitoring and escalation plans. Respond fast but think it through
• Use separate tools for posting to work vs. personal accounts
• Don’t jump into the latest social network too fast. Be willing to say no, stay focused.
• Offline events are valuable parts of your social media mix.
• Develop clear, measurable objectives that matter to your decision makers.
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Discuss (and thank you!)
@kevinbriody [email protected]
socialmallard.com
ignitesocialmedia.com/blog
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Photo Attributions
Photos not listed are my own, licensed via stock photography sites, or fair use screenshots of sites or marketing creative. All listed below are from Flick via a Creative Commons license, with the owner’s Flickr handle provided. If I missed any, my apologies and please contact me at [email protected].
3 - shereen84 4 - D Sharon Pruitt 7 – brandoncwarren 11 - haijak 15 - linneberg 20 - ben_grey 22 - enigmatic, mgrap 27 - filminilman 28 - 54459164@N00 37 - solidether 43 - damianhopper 48 - delphwynd
The image on slide 45 - © Altimeter Group