social media 105: how to build a community of customer advocates
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Social Media 105: How to Build a Community of Brand Advocates
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Michelle Hummel CEO of…
Thanks for joining me today!
•Web Media Expert: Social Media Agency
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The Future of the Internet is Social
Google+“Google+ invites were being
sold on eBay for up to $27 each!”
Players may change but you MUST learn how to adjust
Start now or you will be behind by your competitors
Why Social Media?
How do you keep up with social media trends?
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2nd most visited website750,000,000 users
worldwide57% female 47% maleFastest growing
demographic 35+
The Big Players – Facebook
Do you have a Personal Facebook Profile? Credits: Amodiovaleria Verde
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30 billion pieces of content shared each week: web links, new stories, blogs posts, notes, photo albums etc.
3.5 million events created each month
1.5 million local businesses have Facebook fan pages
Facebook Content Review
Do you have a Facebook Fan Page?
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3rd most visited website35 hours of video footage is
uploaded to the site ever minute
Demographic is 18-54 Millions of clips are marked
as “favorite” Millions of people subscribe
to channels every day
The Big Players – YouTube
Do you have a YouTube Channel? Credits: Amodiovaleria Verde
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9th most visited website 80% of Twitter usage is
outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experience
The average number of tweets per hour is around 1.3m
The Big Players - Twitter
Source: Socialnomics author Erik Qualman
Do you have a Personal and/or Business Twitter?
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13th most visited website 101 Million Members
Worldwide41.1% female and 58.9%
maleFastest growing
demographic 35+80% of companies are using
LinkedIn to find employees
The Big Players - LinkedIn
Credits: Amodiovaleria Verde
How do use LinkedIn to benefit your company?
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Officially launched on May 2003
Operates in over 200 countriesOver 52% of LinkedIn
members are located outside of the US
Used by 69 of the Fortune 100 companies
More than 1 Million companies have LinkedIn Company Pages
LinkedIn Facts
Credits: Amodiovaleria Verde
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Blog should be part of your website
Drive traffic with original content
Content is critical even more now with Google+
WordPress is one of the best blogging platforms
Do You Have a Social Media Hub?
Do you have a Blog? Does it live on your website?
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Fresh Content, you must be writing and posting new blogs for SEO
Social Content, you must be providing interesting content others will enjoy and share
Easy to share, do you provide your visitors easy ways to share, like, download and/or retweet your content?
Is your site “Social Media Friendly”?
Is your content easily shareable?
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The most popular CMS in use today
Powering nearly 8.5% of all websites
10,000+ plugins available100+ million total plugins
downloaded13+ million total downloads of
WordPress at a rate of approx. 2 per second
WordPress Fun Facts
*Data compiled by Chase Granberry of Authority Labs Search rank Monitoring http://www.authoritylabs.com
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Famous Brands Like: Playstation MTVLexuseBayCNN NASA FordSony People
Who is using WordPress?
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How do I build a Community with Social Media?
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Questions To Ask Yourself
Have you created a LinkedIn group for your business?
Have you created a Facebook group?
Does your Facebook business page create relationships?
Social media has great potential to create a sense of community around your business
Have you created a community platform?
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Community Needs A Leader
A great community needs a strong leader
Clearly define the purpose of your community
Individuals want to connect with other like-minded members
A good community will attract customers, influence and opportunities
Entreprenuer’s Advice Club
Do you think of yourself as a leader?
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Listen, Communicate & Respond
Respond quickly to commentsEngage by asking questions, and
posing topics for discussionCustomers want to know that
they are helping to shape the products you provide
They want to know that you’re thinking about them
Online ResourceSendSocialMedia.com
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Invite Members to Connect
Select members to join special groups and send them a personal invite – make them feel special
Introduce them to other community members
A strong community is a powerful tool of influence for building your business & helping others
Online ResourceLinkedIn Invitations
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Community Building Ideas
Invite them to join and participate in your special community events, groups, programs and broadcasts
Ning Social Network LinkedIn Group Facebook GroupMembership WebsiteUstream live chatBlogTalk RadioFan of the Month Club
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How Can I Turn My Community Members Into Brand Advocates?
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Identify Influential Brand Advocates
Connectors - act as human bridges making connections and help to inspire business ideas
Mavens - seen as experts, help other people make informed decisions, the "go to" people
Salespeople - persuasive in selling, influential to peers
Do any of your customers fit these descriptions?
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Brand Advocate Facts83% more likely to share
information about a product than typical web users
75% more likely to share a great product experience
3x’s more likely to share product opinions with someone they don’t know
2.5 times more likely to use social media to expand their social circle
Could you use a few more Brand Advocates?
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Why are they important?
These are the people you want as customers!
They will help you make connections and give you referrals
You need to actively identify, inform, nurture and reward them
Ultimately you want to create vocal "brand fans" who will spread authentic, positive word-of-mouth
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A Few Of My Brand Advocates
Jim Terenski, promoted to admin of WMU LinkedIn group he promotes and recruits new members every day!
Terea Jennings, promoted to admin of the “Facebook Pioneers” group and she is recruiting more members every day!
Paul Chaney, Author of “The Digital Handshake” major social media influencer
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Know your Brand Advocates
Get to know their businessCan you send them referrals?How can you help them?Don't assume if someone is a
Brand Advocate that they will stay one
You have to keep earning their respect and referrals
How can you help your Brand Advocates?
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Thank Your Brand Advocates
Send them a handwritten note, invite them to lunch, and contact them within a few days, not several weeks later
If you want Brand Advocates to make more positive posts on social media – be sure to thank them for the ones they've already made
People do more of what they are rewarded and recognized for!
Are you thanking your Brand Advocates?
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Ask for Referrals
Ask them to post a review on Google Places, Yelp, TripAdvisor, LinkedIn and any other sites for your industry
Give them your business cards so they can share with people they know
Do you ask your brand advocates for referrals?
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Employees Inspire Brand Advocates
Fastest way to create Brand Advocates is to create employees that love the company they work for
Employees naturally share positive word of mouth and deliver exceptional customer experiences
They share every idea they have to help the company and it's products/services to thrive!
Are your employees Brand Advocates?
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Bring Your Brand Advocates Together
Create a customer advisory group Host events to get your Brand
Advocates togetherInvite the media so they can hear
why they love your brand!Build relations with your Brand
Advocates + build employee morale + generate customer testimonials for marketing
How can you get your Brand Advocates together?
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Brand Advocates Love Promo Items
Brand Advocates love to promote your company logo
Make it a reward for themOffer your promo items for sale
on your websiteEasily identify your true Brand
Advocates when they buy your promo items
Thank them for supporting your brand!
Do you offer promotional items for your brand?
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Special Customer Contact
Brand Advocates should feel important and special
You want them to know about new services, important changes, events and positive media first
Send personal email communications
Do you make your Brand Advocates feel special?
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Takeaways
How can you build a community with social media?
How can you acquire more Brand Advocates?
What can you do to continue inspiring and rewarding your current Brand Advocates?
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Questions and Answers
What questions can I help answer?
Thank you for participating!
Michelle Hummel
Web Media University
http://www.WebMediaUniversity.com
Phone: 513-204-9324