Community is the New MarketingMeghan Murphy

HandUp.org

@megmurph

HandUp | Head of Community and Marketing 2014

Twilio | Senior Community Manager, Twilio.org 2011

Stage Two | Senior Account Manager, Comms 2009

The Escapist | PR and Marketing and Biz Dev 2007

@megmurph

Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting

or selling that product, service, or brand.

@megmurphWikipedia

A branded Community has specific business objective where a company creates a space

for people with a common sense of identity to participate in ongoing, shared experiences.

A branded community is an extension of the business itself

@megmurphCMX Hub

State of Things

Community

MarketingET

RK

Ma

The state of things is blended

@megmurph

“Community” strategy is already taking over marketing, product, and support programs

@megmurph

We need to think about our community work in the context of marketing

@megmurph

DO IT FOR THE $BUDGET$

@megmurph

Community Marketing

@megmurph

Community Building = Lead Generation

55% of B2B marketers plan to increase use of communities on their website in lead generation efforts.

46% plan to do the same to nurture leads.

Forrester 2013 @megmurph

social conversions

@megmurph

Track everything

referrals

eventscontent conversions

emailsbusiness cards

forums

Community Engagement = Customer Experience

73% of marketers view customer centricity as critical to the success of their business

and role at the company.

Forbes Insights 2015 @megmurph

InvolvementHealth Support

@megmurph

Community Management = Customer Retention

a 2% increase in customer retention has the same effect as decreasing costs by 10%

SAP Report 2014 @megmurph

Empowerment Loyalty Trust

@megmurph

Where to start tomorrow

Have a plan

@megmurph

Set awesome measurable goals tied to marketing metrics

@megmurph

Measure your impact

@megmurph

@megmurph

How is your work contributing to

•The lead generation and growth

•The overall customer experience (across teams)

•The retention of your customers (especially high value ones)

Community as the new marketing is a good thing.

@megmurph

Thank youMeghan Murphy

@HandUp