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Presentation for Asia-Pacific Professional Services Marketing Association (APSMA) on March 25, 2014. http://www.apsma.com.au/BookingRetrieve.aspx?ID=152578
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Building an online community
Nicole JensenSocial Media Strategist
Why bother?
• Social psychology• Need to belong
• Consumer behaviour• Creating desire• Justifying choices• Creating urgency• Removing roadblocks
• Market research = service improvements
Engagement vs Broadcast
Engagement vs Broadcast
• Engagement is best when clients or stakeholders have differing needs and values• More consultation?• Cost more?
ROI
• Value engagement over reach• Engagement of any type is based on ‘emotion
in context’• Privacy can hide data• Retweets to private accounts• Shares only visible to friends
Community Criteria
• A bigger picture• Business objectives• Marketing plan & other efforts
• Guidelines• Community terms and conditions• Internal processes
• Willing participants with mutual interests• Succession/exit plan (sometimes)
People
• Personable managers• Get senior management on board
• Influencers• UGC: user generated content
• Comments are potential leads!• Check regularly• Respond on time• Match context - no sales talk
Content Design
1. Relevance• Solve problems• Who are my clients?• Is there a scary part of the buying
process that I can make easier?• Don’t self-promote• “You’re only as good as your last post.”• Watch for relevant trends
Content Design
2. Usability• Allow shares and
interaction• Streamline posting
processes• Promote elsewhere• Buttons > text
Content Design
3. Simplicity• Drop industry lingo• Be concise and sincere• Consider learning types– Visual: graphics, charts– Auditory: videos, podcasts, webinars– Kinesthetic: surveys, polls, virtual reality apps
Post Ideas
A. Statement update• Excited to be launching our new plans next
week!• Often limited engagement
B. Q & A post• Hey, NZ! Where do you suggest we all go for
drinks after the APSMA masterclass?• Polls, images help greatly
Post Ideas
C. Social/discussion post• @user: here’s the whitepaper you wanted:
[link] Enjoy!• Phrasing matters - no copy/paste!
D. Distribution post• See @nicolejensen’s presentation from
yesterday on Slideshare [link]• give credit to partners, influencers
Case Study: Too Big To Ignore
• Aim: to make sure that small business gets and stays on the political agenda
Case Study: Too Big To Ignore
• BCM Partnership, 2013
Case Study: Too Big To Ignore
• BCM Partnership, 2013
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