What's the difference between an engaged community and a crowd just making up the numbers? How can your brand avoid the growing phenomena of defriending and unfollowing? In our presentation from the Figaro Digital Healthcheck conference, we show how to build an engaged social media community with real longevity and value.

1. Social Media Engagement Communities vs. Crowds isearchm.com @ISMSearchSocial

2. The benefits of a community

3. 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

4. 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

5. But brands are still just broadcasting

6. Broadcasting builds crowds, not communities

7. ...until you start listening to what they are saying

8. 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

10. Crowds eventually disperse

11. Nurturing and building a community: 1. Structure 2. Purpose 3. Knowledge 4. Conversation

14. A community is like a club, you join for a reason

15. The perfect community manager is part scientist and part conversationalist

17. 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

20. 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.