BUILDING COMMUNITY WITH SOCIAL MEDIANick Westergaard | July 2011

COMMUNITY

BRAND DRIVEN

1,500

500 billion

BRAND DRIVEN COMMUNITIES

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photo via philiphubs / Flickr

photo via feastoffun.com / Flickr

photo via Thomas Hawk / Flickr

$500MILLION raised online from 3 million donors — most less than $100

35K online groups formed

400K blogs posted

1,800 videos posted to YouTube with over 50 million views

6 million Facebook supporters – most popular FB page

6 TRAITS

MOTIVATED BY MASLOW

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photo via Kilgub / Flickr

SOCIAL

GATHEROFFLINE

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HELP EACH OTHER

photo via Jonathan Cohen / Flickr

photo via C! / Flickr

TOP BRANDS BY NUMBER OF FACEBOOK FANS

Source: Advertising Age

AWARENESS

DONATIONS

BRAND

MESSAGE

HOW?

ISSUE

BRANDDRIVENCOMMUNITY

SOCIAL MEDIA

TRADITIONAL MEDIA

TODAY- Brand — Who You Are?- Message — What You Say?- Social Media 101 (BDC)- Putting It All Together – People- QA

NickWestergaard.com

BRAND

...is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers ...

... it can become irrelevant. It can be ignored, or even

become a focal point for online contempt.”

– Lee Clow

“THE REALITY OF THE NEW MEDIA WORLD ...

- Who you are - What you say- What you stand for

BRAND DNA

CASE STUDY

CREATION STORY

CREED

ICONS

RITUALS

PAGANS

SACRED WORDS

LEADER

NEED THESE ELEMENTS PACKAGED UP

MESSAGE

A I D AAttention | Interest | Desire | Action

A I S AAttention | Issue | Solution | Advocacy

ATTENTION

ATTENTION = STORIES

ISSUE

DIAGNOSETHE PAIN

SOLUTION = DEMONSTRATE GAIN

It is less costly to intervene earlier rather than laterThe average cost to incarcerate someone in Iowa is $31,517 per year where as the average cost of mentoring someone in the Children of Promise programs is just $1,133 per year. Prevention can reduce our tax burden.

ADVOCACY =

WRITE A LETTERDONATE NOWGET INVOLVED

VOLUNTEER TODAYATTEND AN EVENT

ACTION!

HOW WE DELIVER THE MESSAGE?

SOCIALMEDIA

COMMUNITY BUILDING CONTEXT

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YOUR WEBSITE

photo via JimmyWayne / Flickr

TIP!ADD A BLOG TO YOUR WEBSITE

POLICY LEADERSHIP

Helps with search

EASY TO UPDATE

NEXT STEPS

- Build a hub

- Add a blog

- Publish often

- Share across social networks

750+ MILLION USERS Fastest growing demographic is women over 55

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photo via furiousgeorge81 / Flickr

SHARE

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FIND relevant content

FUN WITH AVATARS

FUN WITH AVATARS

NEXT STEPS

- Create a Page

- Like stuff

- Share stuff

- Converse/repeat

- Drive traffic to web

200 MILLION USERS... and growing!

AUDIENCE POLL

WHAT ARE PEOPLE TWEETING?

4%4%6%

9%

38%

40%

Pointless BabbleConversationalPass-Along ValueSelf-PromotionNewsSpam

Source: Pear Analytics

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RT @ghennigan: 21-only forum focuses on safety http://is.gd/fdsaq // Great summary Gregg!

21makessense @bergus Yeah. @KCRG @press-citizen @gazetteonline

Councilor Susan Mims is asking what solutions Mondo's group actually has ... Limiting keg sales he says (Mims: I'm not sure you can do that)

Mondo closing statement: "21 is an easy fix." OK. Good. Let's keep it in place.

Someone in audience just asked, "If bar owners care - are any others here?" No one responded. Actions speak louder than words.

@bergus @ghennigan We need to make sure we are noting qualitative comments vs quantitative data. We can't let anecdotal info cloud facts.

@meghannkay Thanks for your support!

Just saw a @21MakesSense ad on CNN! Awesome! 7 days!

DON’T BROADCAST

12:1

photo via bengrey / Flickr

NEXT STEPS

- Create a Twitter account

- Follow a lot of people & orgs

- Tweet & share often (12:1)

- Think of it as PR

- Drive traffic to web

2 BILLION+ VIDEOS/DAYSecond most popular search engine in the world!

photo via lumierefl / Flickr

PERSONAL TOUCH

GO VIRAL

OVER A MILLION

VIEWS

NEXT STEPS

- Create a YouTube channel

- Create video content

- Make your brand personal

- Embed content on website

WHAT ABOUT YOU?

100 million users

Groups

SHARE!photo via nan palmero / Flickr

photo via nan The Suss-Man (Mike) / Flickr

RECAP

WEBSITE / BLOG

photo via Chiot’s Run / Flickr

CLOSING

BRAND

MESSAGE

ISSUE

BRANDDRIVENCOMMUNITY

SOCIAL MEDIA

TRADITIONAL MEDIA

EVERYONE’S A MARKETER

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SALESphoto via Sunfron1 / Flickr

CUSTOMER SERVICE

CONTENT CREATORSphoto via tamburix / Flickr

BRAND BUILDERS

EARLY ADOPTERS

LAGGARDS

INNOVATORS

MAJORITY(early & late)

Rogers Innovation Adoption Curve

KNOW TECHNOLOGY

SOCIAL SKILLS

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photo via alexanderdrachman / Flickr

NickWestergaard.com@NickWestergaard

NickWestergaard.com

Brand-Driven Insights at

@NickWestergaard