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An invoke study last year said 60% rated responsiveness as important to trusting a site 62% rated the quality of the comments as important to trusting a site 49% participation rate I looked at around came across racism, two top 10 retailers not responding,
Social Media Engagement: Communities versus Crowds
Social Media Engagement Communities vs. Crowds isearchm.com @ISMSearchSocial
Emotional Connections and Loyalty 6% increase in basket size* 13% increase in dwell time* Viral Spread Regularly testing content quality Extending content reach beyond the initial target group Feedback and Research Focus groups you can ask to improve products Listening and giving back what the community needs *Average across ISM retail clients
Crisis PR Your platform to help rescue a crisis Your ambassadors coming to your rescue on social Social CRM A source of real time data to enhance your customer communication Manage your social data during the marketing and sales cycle Gross Ratings Points Measure your social media exposure and reach agnostically Allows more integrated online campaigns to improve community experience
...until you start listening to what they are saying
64% of brands have crowds* More complaints, less positive comments 16% have engagement less than 0.05% 12% contain overt sexual references 8% contain racists comments *ISM researched 25 leading international brands across 4 sectors
<ul><li>“ Facebook is about your real friends and Twitter is about who you would like to be friends with” </li></ul><ul><li>David Shing, AOL Digital Prophet, Dublin Web Summit Oct. 2011 </li></ul><ul><li>Choose your social platforms wisely and play by the rules of its members </li></ul><ul><li>Increasing your social noise is now becoming counterproductive </li></ul><ul><li>The next big trend is defriending and unfollowing </li></ul>Beware the future
Nurturing and building a community: 1. Structure 2. Purpose 3. Knowledge 4. Conversation
<ul><li>Protect the community </li></ul><ul><li>Community guidelines should be on display and enforced </li></ul><ul><li>Guidelines to empower the brand and audience, not to restrict </li></ul><ul><li>Encourage opinion and debate, not personal attacks or defamation </li></ul><ul><li>Improve the quality of your social strategy by adopting the “Broken Windows” methodology* </li></ul><ul><li>*Broken Windows by James Q. Wilson and George Kelling </li></ul>
A community is like a club, you join for a reason
The perfect community manager is part scientist and part conversationalist
<ul><li>Brands need to optimise for social signals with trusted SEO mechanisms </li></ul><ul><li>When to post, where to insert the link, keyword research </li></ul><ul><li>Monitoring, insights, analytics </li></ul><ul><li>Gaming Social EdgeRank in the same way as SEO PageRank </li></ul><ul><li>Sweating the most out of your social objects </li></ul><ul><li>Continually testing content quality </li></ul>
Community Mapping for a brand affiliated with mountain biking identifies who their existing influencers are and helps build a prospect pool of new influencers to approach
<ul><li>Know your onions (and the law) </li></ul><ul><li>CPR, IP and Defamation should not put you off </li></ul><ul><li>Brands should use legal guidelines to empower social excellence </li></ul>
6% Interaction* 3.5% Engagement* <ul><li>A successful community is… </li></ul><ul><li>Audiences that are giving and getting involved </li></ul><ul><li>Independent audiences that don’t just react to brand messages but start spontaneous conversations about the brand </li></ul>*Talking about/interaction as a percentage of total community size/audiences that have seen content
Crowds disperse and they might smash some of your windows on the way out... But communities stay and are loyal ambassadors, sharing your brand messages, offer focus groups, social CRM and rescue you in times of crisis.