4. Community: An enduring self-selected group of actors
sharing a system of values, standards and representations
(a culture) and recognizing bonds of membership with each
other and with the whole. Brand communities are
characterized in shared consciousness, rituals and
traditions, and a sense of moral responsibility.
4
- Albert Muniz Jr. and Thomas C. O'Guinn
Journal of Consumer Research, 2001
9. Your community consists of those people who:
- Advocate for the brand
- Defend against attacks
- Forgive mistakes
- Provide constructive feedback
- Evangelize to non-community members
- Share stories with each other
9
12. But marketing and community building don’t
have to be mutually exclusive
12
13. These communities of influencers, ambassadors
and champions have an obvious impact
13
• Brand advocates spend 2x as much $ as average customers
(Deloitte study, 2010)
• 64% of online users are talking about brands on social networks
because the brand has provided a useful piece of advice worth
sharing (Zuberance study, 2012)
• When online users have a positive experience with a brand,
more than ½ of them share their experiences (Zuberance study,
2012)
14. Unfortunately, communities aren’t built with
money or technology
14
Communities are earned, not bought
Social media can build these relationships just as quickly as destroy them
Communities don’t care about “online” and “offline” budgets, org charts, or contracts
There’s a time and a place for soft selling, hard selling, and not selling
The brand is a member of the community, not the Emperor
Success is not measured in terms of “likes,” “fans,” or “followers”
18. Social media is all about the consumer
Consumer
The
Brand
18
The Brand
Consumer
19. People talk to people, not to brands
19
“More than half of Twitter users worldwide
expect a personal response within two hours
of Tweeting a question or complaint and 51
percent of Facebook users expect a same-
day response to questions or complaints”
- Oracle’s "Consumer Views of Live Help Online 2012"
“It is what companies do with fans that create value,
not merely that a brand has fans”
- Augie Ray, Forrester
“In our study, when brand advocates were asked for
the most important factors in determining a favorite
brand, three ranked as extremely or very important
across the consumer product categories surveyed:
authenticity, honesty and transparency, and
sharing a point of view.”
- Deloitte, “A New Breed of Brand Advocates”
“Content calendars suck. Do you go to a
cocktail party with a script?”
—Gary Vaynerchuk
24. 24
Foundation
•Identify your goals
•Identify your audience
•Define your personality
•Identify your community
manager
•Educate, Equip, and
Empower
Conversation
•Add value
•Discuss current issues
•Join other communities
•Take it offline
•Advance the industry
•Stop Selling
•Go above and beyond
Adjustments
•Measure
•Adapt
•Don’t take yourself too
seriously
Build your community foundation
28. 28
Identify a community manager, not a social media
content manager (and yes there’s a difference)
Community Manager Social Media Manager
Social media are a means to an end Social media is the end
Public Relations / Customer Service Marketing
Integrated into entire company Silo’ed
Focus is on the consumer Focus is on the brand
Deep relationships Shallow relationships
29. 29
Educate, Equip and
Empower
• Strategy
• Top Cover
• Social Media Policy
• New Processes
• Integration Points
• Crisis communication plans
• Long-term plans
30. Remember that you’re a member of a
community, not THE community
30
Foundation
•Identify your goals
•Identify your audience
•Define your personality
•Identify your community
manager
Conversation
•Add value
•Discuss current issues
•Join other communities
•Take it offline
•Advance the industry
•Stop selling
•Go above and beyond
Adjustments
•Measure
•Adapt
•Don’t take yourself too
seriously
38. Creating a Community Takes Patience, Hard
Work and Humility
38
Foundation
•Identify your goals
•Identify your audience
•Define your personality
•Identify your community
manager
Conversation
•Add value
•Discuss current issues
•Join other communities
•Take it offline
•Advance the industry
•Stop Selling
•Go above and beyond
Adjustments
•Measure
•Adapt
•Don’t take yourself too
seriously
39. 39
Measure
Output
“Our Twitter followers increased by 134%
and Facebook fans went up by more than
90% over the last month.”
Outcome
“Leveraging its Facebook page, Twitter
account, and YouTube channel, we
launched a loyalty program awareness
campaign to increase Insider sign-ups by
50%. The promotion resulted in a 75%
increase in total Insider signups, with 67%
of those signups resulting from Twitter,
Facebook, and YouTube referrals.”
Social Metrics Business Metrics