Community Marketing 111016
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Transcript of Community Marketing 111016
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Community MarketingPower And BasicsNOVEMBER 2016
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Table of Contents What it is Why it works How it works When it works best Types of
communities Successful
communities Why it works 5 success drivers Work for you
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What It Is Engages a prospect &
customer audience in an active, non-intrusive conversation
Traditional marketing & communication strategies (advertising, promotion, PR & sales) focus on customer acquisition
Community marketing focuses on conversations and relationship building about customers’ needs & desires
Can build brand awareness & energy but most powerfully builds credibility & authenticity
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Why It Works 86% believe branded online
community will positively impact core operations
85% believe it will improve the customer journey and increase trust
Focused on supporting the customer journey
Focusing more on customer satisfaction, retention, ideas & customer generated content
Potential to engage quality & quantity (thousands+) in brand conversation
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How It Works Community serves its
members User-centric mission Independent
conversations & relationship building around product, brand & category
Built & maintained for members’ value Develops their
expertise as leaders about product, brand & category
Special access to brand leadership
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How It Works Integration & needs
fulfillment Addresses prospect &
customers’ unique expectations & values
Shared emotional bonding & devotion Members connect &
add their POV & experiences add community value
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How It Works
Embrace conflict to reinforce strength Pluses can become minuses Reinforce the authenticity of the
group Roles for everyone
Mentors, performers, learners, heroes, scouts, etc.
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How It Works
Online is one tool; not community strategy Grassroots, blogger
relationships, celebrity ambassadors are strategies
Defies managerial control; maintains stewardship
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When It Works Best Define community principles &
purpose, creating a sense of membership
Recognize members influence the community as much as it influences them
Structure community to allow for different membership relationships & interactions
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When It Works Best Listen actively to community
building their needs & desires into strategy
Community happens wherever customers engage your brand
Engage active members, offering greater influence & insight
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Types Of Communities Tribe
Deep interpersonal connections
Shared experiences, rituals & traditions
Fort Exclusive place for
insiders to be safe & feel protected
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Types Of Communities Sewing circle
Gathering people with common interests
Share experiences, provide support & socialize
Patio Semi private place
that facilitates In-depth, meaningful
conversations
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Types Of Communities Bar
Public space; reliable shallow connections
Tour Group Participate in new
experiences, staying inside comfort zone
Performance space Members can be sure
of finding an audience for their talents
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Types Of Communities Barnraising
Effective way to accomplish tasks & socialize
Summer Camp Periodic
experience that reaffirms connections
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Successful Communities Random House
Figment -- share writing, connect other writers & discover new stories & authors
SAP -- a place to share and tips, advice, and stories with like-minded individuals
H&R Block -- tax pros for responses to tax answers & connections for sharing experiences
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Successful Communities Nicorette Committed
Quitters – advice, tips & programs
Lululemon Community – encourage & connect on fitness
Sephora Beauty Talk -- discussion & shared tips, expert & celebrity advice & tutorials
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Successful Communities SeeMore Putters Instit
ute – everything about putting performance
Creative Cow For Media Pros – peer-to- peer support for media production pros
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Case For Communities Net new lead
generation Potential prospects
find your community in organic search
Increase in lead close for conversion rate Valuable prospecting
vehicle about your solution
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Case For Communities Deflects support calls
Decreased customer support costs & satisfaction rise
Community members build personal brands & influence Providing support to
their peers Rich, robust &
authentic knowledge for customers
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5 Success Drivers Listening hub
Don’t jump without knowing your community
Team listen & report on the issues & culture before engaging
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5 Success Drivers Analyze topics &
cultural nuances Understand
tone, frequency & key leadership.
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5 Success Drivers Pinpoint influencers
Identify who really runs the show
Know most actives & value givers
Give them brand ownership
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5 Success Drivers Engage & establish
goals Benefit from
clearly defined goals priorities & success metrics
Create resources & organization commitment
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5 Success Drivers Access to community
leaders & influencers Offer a direct line
of access to them Creating feeling of
special access Allow to influence
them
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Work For You Brand value & need
Credibility & trust Allies = advocates
Start small Quality > quantity Relevance
Use existing channels LinkedIn, Facebook,
Reddit Offline, trade groups Timely engagement
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Let’s Talk About community
marketing & any of your marketing needs
Linked.com/KevinDonnellon
@Macali
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Sources 10-exceptional-examples-of-brand-communities
linkdex HBR -- getting-brand-communities-right Forrester-the-ROI-Of-Owner-Communities Jeremiah Owyang
community marketing DigitalDoughnut
-- four-characteristics-of-successful-brand-community crezeo
8-flourishing-online-brand-communities-examples CMX Media - successful-branded-online-communities-significantly-impact-an-organizations-core-operations How to-build-reddit-community