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start building a

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Community is…

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“It’s not about targeting audiences; it’s about drawing an irresistible bull’s-eye on yourself so audiences will target you.”

Dave Senay, CEO, Fleishman-Hillard

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common interest

sense of purpose

common set of needs

+

+

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Most importantly…

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They are made up of people

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Real people

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Individuals

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Not segments

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Or users

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Or even stockphoto people

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Like us

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Consumers Reactive Return on investment Marketing at Interruption

Banned thinking!

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=

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=

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`

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Make organisations more humane, adaptive and responsive

Ensure that communities are productive

Be interactive

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Brand

Members Non-members

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Instead of a community about Xbox,

make it a community about gaming

It shouldn’t be a Club Med Facebook

page, it should be a page about travel

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Open your mind a little bit…

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What if Sandwhich Baron

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Was just Sandwiches South Africa

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Oh, and by the way its brought to you by Sandwich Baron

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2. 2.

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Accelerate sales

More traffic

Entrench brand loyalty

Insights Crisis PR Support

Thought leadership

Evangelism

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De

gre

e o

f B

ran

d P

ers

on

alis

atio

n

Blogs

Social Networks

Online Communities

Radio

Online Brand Content

TV

Search

Rewards Programs

Mobile Marketing

Print

Direct Mail

Media Relations

Opt-in E-mail

Online Display Advertising

Mas

s Ta

rget

ed

P

ers

on

alis

ed

Trial Advocacy

Support for Brand Relationships

Awareness Loyalty Consideration

Consumers trust brands that build a personal relationship.

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3.

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Brand

Online Influencers

Pro-consumers

Consumers

1% of audience Lead conversation

7% of audience Seed conversation

92% of audience Read conversation

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Brand Influencers Pro-consumers Consumers

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Earned

Shared

Paid

Owned

Building a community

PR activities

Social Media

Bought Media

Website

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The main platforms

Forum

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> 79% Learn more about the brand

> 76% Receive discounts or coupons

> 73% Obtain exclusive information

> 69% Give positive feedback

> 67% Share my opinion

> 59% Submit an idea

> 58% Display my brand affiliation

> 57% Feel like part of a community

> 53% Give negative feedback

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Reasons fans joined a brand page

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What Comes After the ‘Like’

Expectations of users • To gain access to exclusive content • To receive discounts • To receive updates about the organisation

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Why fans unsubscribed from a Facebook page: • The information was not interesting • Information was published to often • The bran was no longer of interest to me

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Run a schedule

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Incentives

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Use humor

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Use apps

Use apps

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Reward your evangelists

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Take it offline

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Build a response model

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Keep it short

Posts between 100-250 characters see

60% more interaction

Post photos & videos

Photo album, photo and video draw 180%,

120% and 100% more interaction than text

alone

Post regularly

Daily is ideal - but do what works best for

your topic and your fans.

Ask for opinions

Explicitly ask for input – be instructive.

Use polls or ask fans to fill in the ____.

Be timely

Chat about what’s top of mind – current

events, holidays, hot topics of the day

Localize and segment

Keep content laser-focused and relevant –

use geo-targeting or Facebook segments

for niche messages

Facebook: What works

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Right now

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General Guidelines

Facebook

• Posts 3-4 times a week

• Respond daily, check in twice a day is good

• Direct care enquires to the call centre, you can also

call care for an answer!

• Always remember they are people

• Get ad budget!

• Build applications, spice up the content

• Feature people

Twitter

• Posts 3-4 times a week

• Respond daily, check in twice a day is good

• Direct care enquires to the call centre, you can also

call care for an answer!

• Always remember they are people

• Get ad budget!

• Build applications, spice up the content

• Feature people

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Who is our audience?

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> Storm Troopers, By Stefan, http://www.flickr.com/photos/st3f4n/

> Social Media Bandwagon, Matt Hamm, http://www.flickr.com/photos/matthamm/2945559128/sizes/m/in/photostream/

> Mega Mystery, Stimrol, http://www.facebook.com/StimorolSA

> Freckles, unknown, http://get-rid-of-acne.co/get-rid-of-acne/get-rid-of-acne-disorders/freckles.htm

> Shocked faces, Jessie Dejardins, http://www.slideshare.net/jessedee/you-suck-at-powerpoint

> Woods have conversations, Rohit Rath, http://www.flickr.com/photos/rohitrath/4159943702/sizes/z/in/photostream/

> Connect, Hoodlumpr, http://www.flickr.com/photos/hoodlumpr/4840142721/sizes/l/in/photostream/

> Casino, Agrinberg, http://www.flickr.com/photos/agrinberg/4160496284/sizes/z/in/photostream/

> Claw Machine, Bhphotography, http://www.flickr.com/photos/bhcphotography/6783451321/sizes/l/in/photostream/

> Newtown graffetti, Helmut Schwarzer, http://www.flickr.com/photos/helmutrs/6803490817/sizes/l/in/photostream/

> Communities, Delight, http://www.flickr.com/photos/happyjanssens/5261013434/sizes/l/in/photostream/

> Sign of rules, Zachary LeMon, http://www.flickr.com/photos/zacharylemon/6332196774/sizes/l/in/photostream/

> 80/20 split, Geoff Livingston http://www.slideshare.net/geoliv/facebook-page-best-practices

> Train Schedule, Tamaradulva, http://www.flickr.com/photos/palmdiscipline/75511425/sizes/z/in/photostream/

> Incentives, SueConnor, http://www.flickr.com/photos/sueoconnor57/6905615428/sizes/l/in/photostream/

> Clowms, Lifeimage, http://www.flickr.com/photos/lifemagic/1667365332/sizes/z/in/photostream/

> Rewards, Marybootrixie, http://www.flickr.com/photos/marybootrixie/6520523653/sizes/l/in/photostream/

> Whisper, Bramster, http://bramster.deviantart.com/art/The-whisper-66827552?q=boost%3Apopular%20whisper&qo=22

> Time, Thearne76, http://thearne76.deviantart.com/art/Time-273861069?q=boost%3Apopular%20time&qo=10

> Right now, http://www.google.co.za/imgres?um=1&hl=en&biw=1092&bih=514&tbm=isch&tbnid=41KWhUAxF34jmM:&imgrefurl=http://andrewschultz.com/daily-drive-right-now/&docid=w3AUsX3Ubh_FCM&imgurl=http://andrewschultz.com/wp-content/uploads/2012/04/Right-Now.jpg&w=400&h=294&ei=kc67T8_yNcHMhAf49oyFCQ&zoom=1&iact=rc&dur=254&sig=113503389267344022030&page=1&tbnh=129&tbnw=159&start=0&ndsp=12&ved=1t:429,r:10,s:0,i:143&tx=68&ty=12

> You must of found them, Antontang, http://antontang.deviantart.com/art/You-Have-Found-Me-169184573

Image Credits

77

Thank You

Christopher Onderstall

FH Digital

Fleishman-Hillard | Digital. Integrated. Global.

(Telephone) +27 11 548 2035 | (Mobile) + 27 82 873 6952

(Skype) ChrisOnderstall | (Twitter) @Chrisonderstall

(Linkedin) in/christopheronderstall | (Facebook) Chris.onderstall