Post on 20-Jan-2015
description
transcript
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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
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
• 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
• 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
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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