Building, Growing & Sustaining Social Media Communities. Pam Moore, CEO /Founder Marketing Nutz, full service social brand, digital marketing, conversion optimization agency & consultancy used this presentation for her closing keynote presentation at the American For the Arts, National Art Project Conference in Portland, Oregon, November, 2013. Pam shares 10 tips to help business leaders birth, grow and sustain communities both on and offline.
http://www.pammarketingnut.com/2013/11/building-growing-sustaining-social-communities-includes-slideshare-presentation
4. social business
“Becoming a social business
transforms the organization from the
inside out, connecting the internal with
the external in a way that enhances
relationships and creates shared value
for the people, the business and
ecosystem as a whole.”
5. social media
“Refers to the means of
interactions among
people in which they
create, share, and
exchange information
and ideas in virtual
communities and
networks.”
6. Brand
“A brand is the set of expectations, memories,
stories and relationships that, taken together,
account for a consumer’s decision to choose
one product or service over another. If the
consumer (whether it’s a business, a buyer, a
voter or a donor) doesn’t pay a premium, make
a selection or spread the word, then no brand
value exists for that consumer.”
~Seth Godin
26. POST+GM
P
People
O
Objectives
S
Strategy
Identify WHO & assess their social activities
What do you want to accomplish? WHY?
Plan for how relationships with the “people” will change
Technology
T
Decide which social technologies to use
G
Goalsachievement, qualitative & quantitative
Set goals for
M
Metricsbe used to measure success
What metrics will
Based Upon POST Methodology Source: Forrester Research
33. human
brands…
•
•
•
•
•
•
•
•
•
•
•
•
•
Think like humans
Care about humans
Value relationships
Listen to other humans
Talk like humans
Have a personality
Show their “human”
Make & own their mistakes
Are available
Know themselves
Know their audience
Invest in people
Take risk
34. My
Brand
is…
•
•
•
•
•
•
•
•
•
•
•
What I say
What I do
What I think
What I tweet
What I post on Facebook
What I Instagram
What I write in email
What I share
How I respond
How I interact on & offline!
How I drive!
• ME!
41. • WHO are you talking to?
• WHAT do they need?
• HOW can you help?
• WHERE do they want to talk?
• WHY should they care?
42. What
kind
of
rela2onship
Do you want ?
Transactional
Occasional
Impersonal
Short-term
Focus on relationships,
not technologies
Source:
Al2meter
Group
Passionate
Constant
Intimate
Loyal
59. use appropriate metrics
Corporate
LOB/Geo
Stakeholders
Social Strategist/
Community Manager
Source: Altimeter Group
• Business metrics:
revenue, CSAT,
reputation.
• Social media analytics:
Insights, share of
voice, resonance,
WOM.
• Engagement metrics:
fans, followers, clicks.