Building, Growing & Sustaining Social Media Communities Keynote Presentation
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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
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Building, Growing & Sustaining Social Media Communities Keynote Presentation
- 1. Building, growing & sustaining communi2es Pam Moore CEO / Founder Marke2ng Nutz @PamMktgNut www.themarke2ngnutz.com
- 2. Embrace the JOURNEY!
- 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
- 7. YOU are the media
- 8. your ul2mate plaJorm
- 9. Houston, we have a problem.
- 10. 1.3B mobile workers by 2015 Source: IDC
- 11. 90% mobile users have device within arms reach 100% of 2me
- 12. news no longer breaks! It tweets!
- 13. stop the noise!
- 14. 76% marketers think they know what customers want 34% have asked them Source: Pivot
- 15. is anyone listening you? to
- 16. talk to yourself much?
- 17. listen more than you talk!
- 18. don’t fake un2l you make it Source: Creative Commons
- 19. #1 ALIGN to BUSINESS goals
- 20. Stop the Random Acts of Marketing (RAMs) ü Not funded ü Not in the plan ü Not integrated ü No metrics for success
- 23. #2 slow down to speed up
- 25. We use POST strategy to frame the Social Media Strategy
- 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
- 27. #3 know YOUR audience
- 28. communities create markets Opportunity Free member Harvest Paid member Community Zone Loyal evangelist Customer Zone $ $
- 29. Maslow’s hierarchy of needs self-actualization esteem belonging safety physiological Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Self-esteem, confidence, achievement, respect of others, respect by others Friendship, family, sexual intimacy Security of body, employment, resources, morality, family, health, property Breathing, food, water, sleep, homostasis, excretion
- 30. hierarchy of social community inspira2on achieve connect selfactualization esteem belonging inspire safety physiological
- 32. #4 humanize it
- 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!
- 35. start from inside out
- 36. the human brand “Social didn’t transform our culture, it revealed it.” ~Clarissa Felts, Lowes
- 37. the human brand “Culture eats strategy for lunch!” ~Sandy Carter, IBM
- 38. think DNA, not tools
- 39. heartbeat of social = people
- 40. Your Mission Understand where your audience is hanging out online & learn how to have a relevant conversation with them that helps meet business goals.
- 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
- 44. #5 don’t starve your community FEED them!
- 45. relevance
- 47. SMO maximize the visibility of relevant content for those looking for it
- 48. #6 provide a safe and open environment
- 49. you drive It’s not what the technology can do for you but what you can do with the technology!
- 50. let your community drive too
- 52. people don’t buy things, they join things
- 53. Heathman Hotel Travel Portland
- 54. #8 Embrace OPCs
- 57. #9 measure it
- 58. SMART Objectives Goals & are key to Success
- 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.
- 60. #10 Get a life!
- 61. Questions? Pam Moore CEO / Founder Marketing Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com