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How to build a community from scratch?
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Target
• SME’s & SOHO’s with small/none communication
budget
• 2014 :5,6 million users on SM (+13%)
• Trust friends & known people for buying decisions
• No inhouse community manager ? We intervene !
• Optimal social marketing strategy
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Building of the Presence
Community Management
Training & Assistance
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Product
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Building of the presence
Digital signage kit
• Reminder : presence on SM
• Tablet + graphic platform
• Follow SM instantly at retail outlet
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Building of the presence
General content
Strategic content
Content Moderation
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Community Management
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
General Content
Keep in mind the name of your brand
Stabilize audiences
Confirm expertise by building engagement
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
General Content
• Frequency
• News, Infos, Tips
& advices,
Fun or unusual
facts, Humoristic
content, quizzes,
quotes, …
• Strong visual
(50% of the
message)
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
General Content
• Qualitative contents
• Degree of participation
• Amount of likes, comments, shares, …
• 4,5 billion likes a day on FB in Belgium
• Better engagement, better reach
• Adjust editorial line
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Engagement
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Engagement
• Increase amount of fans
• Convert fans into real customers
• Crucial if fast ROI needed
• Commercial offers & marketing actions
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Strategic Content
• Increase community
• Low budget
• Photo contests / Quizzes
• Like & Share (two clicks)
• Good prize
• Reward fidelity and engagement
• Don’t be afraid of serial players
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Contests
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Contests
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Contests
• Convert fans into customers
• Special offers, promotions, discounts,
novelties, events, …
• Helps the buying decision
• Privilege
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Fan Advantages
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Fan Advantages
• Ask questions (needs, desires, tastes)
• Real conversation
• Right words, right tone, right time
• 91% administrators never answer
• Better image about service
• = Censorship
• Smarts answers show professionalism
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Content Moderation
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Content Moderation
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Training & Assistance
the
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Facebook Ads : Promoting fan page
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Facebook Ads : Boost posts
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Facebook Ads : Promoting website
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Stats : Facebook Insights
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Stats : Evolution
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Stats : Connections
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Stats : Your Fans
SocialSummit 2014 - How to build a community from scratch ? - socialcom.be – Benjamin Plastria – [email protected]
Thank you
Q&A
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