Building Your Brand by Building Community
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Transcript of Building Your Brand by Building Community
Building Your Brand by Building Community
Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software.
2007 Inc. MagazineInc. 500 + Inc. 5000 company of the year
We are not Social Media “Experts”.
2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa
What are the most important goals when building your brand online?
No matter the product, service or industry, those goals likely include:
Starting a relationship with your customers that can’t be duplicated by the competition,
encouraging loyalty and providing value.
Maximizing customer interaction time with your brand, as well as building mindshare
and influence.
Building an plan for targeted follow-up and communication.
Wacom
The Road to Community
Wacom has long been part of the conversation and in commuities.
How Did We Get Here?
1. LISTENING
2. PLANNING
3. FINDING YOUR/OUR/THE VOICE
Social Media is Time Consuming. Someone needs to be responsible
Wacom
Baby Steps
Results of First Test
150% Increase in projectes Dec Sales2200+ New works shared
61K Unique Visitors from 123 CountriesIncreased House list by 2000
Over 150 Active voices and influencers identified
Best Result
We found there was a community waiting
Storytelling:The New Campaign
Find Out Who Else is Sharing and Creating Brand Content
6770 Results
57 Pro Wacom Produced
Videos
20 Consumer Wacom
Produced Videos
Pro Channel Consumer
Hidden Finds for Later: Unboxings
Be Creative:
If there are not traditional measurements you can apply to a new media -
create yours to measure by.
Benchmarks will be out there soon.
How We Started - Live WireFrames
Interaction Design
Admin Development
Using FULL API
Using Kickapps
Using Amazon S3 CDN
Content Mirroring
Building The Community
Alpha Invites - 990Identify Influencers - 300Twitter Track Conversion
Beta Invites from Members
Alpha Invites
Unique Pin CodedInvites used to preloadknown data and trackentry
Influencer Invites
300 USBsCustom MessagingCustom Invite CodeSent to Key Peopleor Partners
Packaging Inserts
Building The Community
Slow Onboarding Process Planned
3600 Members in private beta
Open Beta
Slow Announce
Go BIG
3600 BETA usersAverage visit 7.23 minutes over 60 days
Average Page views 27 over 60 daysAverage content creation 10 items
Average comments on other members 5
Next Steps:
CommitmentConversion
ConversationCommunity
Collaboration
What This Gives UsAccess/Channel
Decreased Cost Media Space
Customer Data
Better Understanding of Needs
Built in Focus Groups
64% of companies using customer communities stated that the community made for
better decision making on product selection
33% of companies said that communities input alone actually changed product
design and marketing plans
1. Be a good listener.2. Think before you speak.3. Be patient, stay committed.4. Someone needs to own it.5. Be creative.6. Stay on top of trends.7. Participate in conversation.8. Be a user.9. Embrace your lack of control.
Social Media Commandments