Engaging Community through Content Marketing - Not Just another Social Media Presentation! Gave this presentation at Texas State in San Marcus, Texas on October 25th, 2010. The audience was very engaged and enjoyed it! Elizabeth Quintanilla

1. Engaging and Connecting Communities
through Compelling Content
Or:
Connecting Strangers to Communities
A New Way to Revisit Old Ideas
@equintanilla

2. Introductions
What is community?
Creating Compelling Content (including
how offline supports social media)
Case Studies – Old Spice, Drupal, y Tacos!
Engagement
Case Studies – GAHCC
5 Practical Things to Take Home
You too can be a rock star!!!

3. Introductions

4. EQ who?
Contributor to several communities!
#Austin (ite) #Prodmgmt #prodmktg #Marketing #Gahcc #Drupal
IBM Ex- Rocket Scientist Glider Pilot Scuba Diver

5. Define a community

6. Sea of Shared Knowledge
I had (and still have) a dream that the web could be less of
a television channel and more of an interactive sea of
shared knowledge. I imagine it immersing us as a
warm, friendly environment made of the things we
and our friends have seen, heard, believe or have
figured out. I would like it to bring our friends and
colleagues closer, in that by working on this
knowledge together we can come to better understandings.
Tim Berners-Lee (1995 @MIT)

7. Community and Strangers
Community: Group of people with a
shared interest, purpose, or goal, who
get to know each other better over time.
Stranger: A person that I have not met previously
Not an organization that delivers
content to particular group

8. Help
People
Come
Together!

9. Find
Existing
Communities!

10. Word of Mouth & Community
 Communities form to achieve something
that can be accomplished that can’t as
individual members
 Make it easy for members to talk with
each other
 Authentic members create the positive
community experience
 Listen and Respond – not just a fan or a
silent lurker

11. EQ who?

12. EQ who?
Strangers: People who are new to the communities
JDRF
Ballroom Dancing
Asian Chamber of Commerce
Toast Masters

13. EQ who?
Newbie: People who need to be introduced to the community
JDRF
Ballroom Dancing
Asian Chamber of Commerce
Toast Masters
Austin Chamber of Commerce
Python
Austin Sailing Club

14. EQ who?
Regular: Established peeps that are comfortable participating
JDRF
Ballroom Dancing
Asian Chamber of Commerce
Toast Masters
Greater Austin Chamber of Commerce
Python
Austin Sailing Club
High Tech Happy Hour
TexChange
UT Alumni
Bootstrap Austin
scuba

15. 4 Archetypes of Regulars
 Achiever: Care about becoming the best - Trophy anyone?
 Guide: Pride in knowing everything & enjoy being the expert!
 Greeters: aka the Hosts/Socializer interested in people and
relationships. Take pride in their circle of contacts =)
 Killers: Culture vultures – get kicks in dominating situations
Careful they can breakup a group but still seek a community.
What type of regular are you?

16. EQ who?
Leaders: Volunteers and peeps who keep community going
JDRF
Ballroom Dancing
Asian Chamber of Commerce
Toast Masters
Greater Austin Chamber of Commerce
Python
Austin Sailing Club
High Tech Happy Hour
TexChange
UT Alumni
Bootstrap Austin
Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce
ProductCamp
scuba

17. 6 Archetypes of Leaders
 Teachers: Train community leaders – offer classes or tutoring
 Hosts: Keep community activities running smoothly
 Greeters: Welcome newcomers, teach peeps the ropes
 Cops: Remove disruptive members and or inappropriate content
 Event Coordinator: Plan, coordinate, and run events
 Support: Help members solve problems & answer questions
What type of leader are you?

18. EQ who?
Elders: Long-Time leaders and regulars who share knowledge
Note: Everyone contributes to the culture!!!
JDRF
Ballroom Dancing
Asian Chamber of Commerce
Toast Masters
Greater Austin Chamber of Commerce
Python
Austin Sailing Club
High Tech Happy Hour
TexChange
UT Alumni
Bootstrap Austin Drupal Meetup Organizer
Social Media Ambassador of Greater Austin Hispanic Chamber of Commerce
ProductCamp
Faultline Flyers

19. Not a Fish but What is this?

20. EQ where?
@cafecaffeine @greenmusecafe @KickButtCoffee @gahcc @PCAustin
Fault Line Flyers Pure Austin Lake Travis and places that accept GoLocal

21. More Reading:
An oldie but goodie!!
Available on Amazon: Amy Jo Kim

22. Creating Compelling Content

23. Content
Marketing:
Being done
today by all
industries and
sectors

24. Content: Not just words
Content: Any form of published information
Don’t expect PRIVACY IN SOCIAL MEDIA!!!
Not just what is written in the
paper!

25. Content: Not just online
Touch Point: interface of a product,
a service or a brand with customers,
non-customers, employees and other
stakeholders – before, during and
after a transaction respectively a
purchase.
Don’t overlook your receipts!

26. Remind Customers
What We Do and
Want Them TO DO …

27. Is this really
where I want to
be?

28. Unique
Thank You
All Info on Biz Visible
Survey
Coupon for Customer Time
Plug for Call to Action!

29. Burgers and
Fries Get it!

30. Yum!!!!

31. Unburritable!

32. As a B2B Marketer, why should I care?
• B2B have their own customer touch points
• Reference Management
• Vendor Management
• Help Desk
• Error 404 Pages
• What’s yours?

33. Secret to Content that sticks!
Have a consistent, relevant and valuable message to a
targeted group of people.
Content is King but has to connect with your peeps!!!

34. Community need to connect to Objectives
• E - ENTERTAINING
• I - INFORMATIONAL
• E - EDUCATIONAL
• I - INSPIRATIONAL
• O – OBJECTIVE: What
was the point of doing
all the work?
Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/

35. CASE STUDY:
Old Spice
3 Days, 180 Video created by team, Highly
Interactive Engaging Team – Respond to Fans
in Real Time
Day 1: Received almost 6 million views
(that’s more than Obama’s victory speech)
Day 2: old spice had 8 of the 11 most popular
videos online
Day 3: Had reached over 20 million views
Week 2: Old spice had over 40 million views
The old spice twitter following increased
2700%
Facebook fan interaction was up 800%
Oldspice.com website traffic was up 300%
Generated 1.4 billion impressions since
launching the ads 6 months ago
The campaign increased sales by 27% over 6
months since launching (year on year)
Total Sales were up 107% from the social
responses campaign work
Old spice is now the #1 body wash brand for
men.

36. Even the local guys are doing it!

37. CASE STUDY:
Taco
Journalism
4 Guys – 1 Taco Blog
=> New York Times!

38. More Reading:
Must READ!!!
Available on Amazon: Al Ries and Jack Trout

39. Engagement – Not just a ring

40. Small businesses depend greatly on relationships with their
customers. Besides some search engine optimization (SEO) that can
come with the use of social media, the primary benefit can be to
deepen relationships with existing customers and finding new
customers whom you might not have been able to reach otherwise.
Additionally, identifying customers who are evangelists for your
business and strengthening that bond can help promote your
business further. In advertising the common adage is that it takes
seven impressions for someone to decide to buy your product.
Social media can help you gain those impressions by providing more
visibility to your audience. The downside? Yes, some time, but this
can be managed so it might take as little as a half hour per day. The
important thing is to have a social media strategy and
implementation that is best suited to your business.
SocialMediaDynamo.com – Ricardo Guerrero

42. 42
Relevant (Timely and
interesting)
The audience cares
about and enjoys this
content
Messages are on brand
and reflect the core
benefits of the
organization in audience
perspective
Engagement
Commitment
Time and resources are
devoted to building a
foundation – content,
community, feedback
The internal team is
invested in the effort, helps
generate conversation and
feels the benefits of a
growing community
Talkable: Have a
conversation
People are interacting
more frequently, or more
deeply
Connection: Build
your community
Builds connections:
People are sharing and
make recommendations
daily
People try things from
peer recommendations

43. Creating Advocates
INSPIRE
Inspire people to take action
that changes the world
•Engage
•Passion
•Story
•Create Possibilities
•Connect
•Open Doors
•Be Relevant
•Diverse & Inclusive
•Innovate
•Create Relationships
EQUIP
Equip people with skills,
knowledge & abilities
•Educate
•Skills
•Abilities
•knowledge
•Information
•How to’s
•Leadership
•Talking Points
MOBILIZE
Mobilize people & networks
to take action.
•Call to Action
•Resources
•Step by step
•Online/offline Transition
•Incentives
•Create Advocates
Source: Cultural Strategies - www.cultural-strategies.com
Armando Rayo, VP, Engagement - arayo@cultural-strategies.com

44. Advocates and Ambassadors
are always real people!

45. # 1: Never the product always the
passion!!
• Reframe conversation
• Not about the product
• Is about the customer
• What role does product
play in customer lives?

46. # 2: Empower People!!
• More than just content
• People want to know
the good, the bad, and
the ugly
• Give them what they
need to know to talk
about you
• Create Ambassadors

47. # 3: Know Thyself Well
• Old Spice has a
powerful identity
• Your identity is not the
same as your
competition
• Not everyone will like
you.
• Find your #11(s)

48. # 4: Never is it just online
• Buzz is not Twitter
• Tweets don’t matter
• Find all Customer Touch
Points
• People believe those
recommendations from
peeps they know, like,
and trust!

49. # 5: Make your advocates feel like Rock
Stars!!
• Lift up your customers
• Show your appreciation
by acknowledgment
• Say “Gracias, Merci, …”
• Not just free trips on
American Airlines

50. More Reading:
Love this book!!
Available on Amazon: by Robbin Phillips, Spike Jones, Greg Cordell, Geno Church