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Mithu Lucraft, PR Manager at SAGE, presented at the ALPSP one day conference 'Making Sense of Social Media'. The presentation looks at how to create a community around content
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Los Angeles | London | New DelhiSingapore | Washington DC
Creating a community around content
Mithu Lucraft, PR Manager, SAGE
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Image source: http://online-social-networking.com/
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Joining existing communities
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Existing communities – pro’s
● Quick and easy set up● Low/no cost● Low effort for users● Familiarity for users
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
3rd party communities – con’s
● ‘Rented’: not your data● Inflexible● Be wary of the T&C’s!
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Build your own social network
● Choose your functionality
● No brand dilution● Member data● Content ownership
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Bespoke● Complete
control!● £££££
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
White label networks
● Cheaper option● Ning, wordpress, pluck, socialgo…etc…
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Should you build a community at all?Who do you want to reach?
Where is everyone?
Do you really need to create a community?
??
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Should you build a community at all?
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Step 1 – define objectives
● What do you want to achieve?● What do your users want?
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
● Site Visits (to May 08) – 5,302 (81% found MCUK via a search engine)
● 4.15 page views per visit
● 2 minutes per visit● Google Ad Words
drove 42% of site traffic.
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Our idea…
Own the online space for research methods
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Step 2 – define user stories
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Step 3 – PLAN YOUR CONTENT!
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
4 – Engage your members!
Creators (24%)Conversationalists
(33%)Critics (37%)
Collectors (20%)Joiners (59%)
Spectators (70%)Inactives (17%)
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
The community manager
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Other tips for engagement
● Regular contact● Rewards…
• Community roles• Member rewards• Upgrade commentors
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Step 5 – cross channel marketing
● No silos – joined up marketing● Participation on other sites● Online/offline bridge
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Measures of success?
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC
Some closing tips…
● Keep your objectives clear & simple● Set targets, but keep realistic (and flexible)● Plan your content!● Give it time (lots)● Join up your marketing● Horizon scanning?
Los Angeles | London | New DelhiSingapore | Washington DC
Thanks for your [email protected] @mithulucraft
