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Brands in Online Communities - Zafar Ahmed, Social and Search Manager, TrueLogic Philippines
- 1. Business in Online Communities • Building a Business Means Building a Community • How To Start Building a Community • How To Manage and Nurture the Community • The Role of a Social Media Manager • What Are Some Disruptive Programs For The Community? • Tips and Techniques
- 2. Building a Business Means Building a Community
- 3. Shared Experience > Communities Community is built through Shared experiences. Shared characteristics. • Community must have a purpose. • To build a true community starts with your vision statement. You must define the experience you want people to have with your brand and align that experience with everything that you do. • Communities are proxy for relevance. • Give people something to stand with... something to believe in.
- 4. “A strong community is the net result of something designed to be meaningful and remarkable. The brand is then a collection of shared experiences aimed at creating alignment between your vision and customer aspiration..” – Brian Solis
- 5. Tribe Management A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical "Tribe Management" is a whole different way of looking at building communities. Think of your customers or website visitors as a tribe. Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers.
- 6. Create a Small Network of Communities Small Network of Community can make better decisions than individuals because of diverse range of opinions, all group member opinions need to be aggregated. Sometimes group of non-experts is better than an individual expert at predicting outcomes in the expert's field, for example, stock market performance.
- 11. How To Start Building a Community
- 12. Build Communities Around These three THINGS. Otherwise, you will find it really hard to see growth and engagement.
- 13. Build Lightweight Interactions People build relations with each others through many lightweight interactions over time.
- 14. Information Overload The amount of information accessible to us is increasing exponentially Our capacity of memory has taken million of years to evolve and won't change within our lifetime. This is why we turn to others to help us make decisions. We will also turn to Subject experts and thought leaders to help us make decision.
- 15. How To Manage and Nurture the Community
- 16. Build Thought Leadership Council A Thought Leadership Council is the team of key subject matter experts from across the organization who generate content ideas It Takes a Community of Subject Experts to be a Thought Leader Build an “Expert Connect” Program Community
- 17. Understand Digital Darwinism “Digital Darwinism," a time when technology and society are evolving faster than the ability of many organizations to adapt – Brian Solis • Businesses must align with individuals • The reality is that there isn’t a top-down movement to create a singular experience for fans.
- 18. Dynamic Customer Journey in Various Moments of Truth
- 19. Two Way Dialogue in Generation “C” Era •Consumers are more informed than ever before. • Conversations are trusted sources. • Follow these four steps to connect with the connected customer/fan: •Listen •Learn •Engage •Adapt
- 20. The Role of Social Media Manager
- 21. Cultivate a Culture of Thought Leadership Internally The simple truth is that it takes a culture of innovation to compete for both Generation C “Connected” and for the future . . . To innovate first requires innovation within. Build a Thought Leadership Council Board: A Thought Leadership Council is the team of key subject matter experts from across the organization who generate content ideas
- 22. Be The Change Agent You are the change agent. You will help influence and change the culture of management from silos into that of leadership and innovation
- 23. Create Community Nurturing Programs 1.Webinars 2.Google+ Hangouts 3.Whitepapers 4.Definitive Guides 5.Interviews 6.Events Marketing 7.One Pagers 8.Drip Campaigns 9.Step by Step Guides
- 24. What Are Some Disruptive Programs/Ideas For The Community?
- 25. The Innovators DNA Five discovery skills that distinguish innovative entrepreneurs and executives from ordinary managers: 1. Associating 2. Questioning 3. Observing 4. Networking 5. Experimenting
- 26. Think like a Publisher Don’t Talk About Facts. Talk about things that generates emotional reaction, visual reaction.. We rely on emotional brain, our nonconcious brain does a lot if invisibly analysis and generates a feeling that it sends out to our rationale brain.
- 28. Tips & Tricks And Bonus Points
- 29. Create a Super Fan Program
- 30. How To Generate Innovative Ideas
Notas do Editor
- Build Marketing that creates Cultural Movements..this is when a brand taps into shared beliefs and passions.
- People who want the world to change, who have something to say, to make a change, to make something better. Instead of power, make influence and change something. A tribe only works where there are insiders and outsiders, but real change comes from small groups of people, true believers, to take you to the next groups of people. Those thousand people take you to thousand people.Create marketing that creates communities
- It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
- Look outside for new ideas.P&G CEOLafley wanted new product ideas from external sources, the company experienced growth through idea generation using Connect+ Develop Initiative, through this initiative, their teams worked with independent researches, others companies, and sometimes even competitors to generate ideas.Connect+Develop is a P&G innovation strategy. The idea of partnering externally to accelerate innovation is applied across the Company and around the world in all our work and with all our brands.
- It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
- It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
- It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
- Don't start with a focus on heavy weight. The most common example is the LIKE Button. Its so natural and so lightweight. In the real world, "Yeah I like that" "That's cool“.
- To me, Thought Leadership is simply about becoming an authority on relevant topics
- Organize shared experiences across various social networks into various moments of truth.
- The premise behind My Starbucks Idea is simple. Starbucks customers post ideas for a better Starbucks which are then voted on by other users. The most popular ideas are evaluated and possible adopted by Starbucks.
- The most commonly share item in 2011 on Facebook was; if you look at top things, they were there for a certain time, but if you look at why cats are so popular on the internet, this is why..they generate emotion reaction from people. TSUNAMI in Japan, what was shared was...the before and after photographs, nothing about the magnitute of impact, reason when people saw people went like "Holy Shit"...creating emotion reaction, its gotta be about feelings, obviosly there are exceptions, but generally speaking, it should about feelings.
- One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
- One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
- One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
- The most commonly share item in 2011 on Facebook was; if you look at top things, they were there for a certain time, but if you look at why cats are so popular on the internet, this is why..they generate emotion reaction from people. TSUNAMI in Japan, what was shared was...the before and after photographs, nothing about the magnitute of impact, reason when people saw people went like "Holy Shit"...creating emotion reaction, its gotta be about feelings, obviosly there are exceptions, but generally speaking, it should about feelings.