building your brand by building community

Building Your Brand by Building Community

Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software.

2007 Inc. MagazineInc. 500 + Inc. 5000 company of the year

We are not Social Media “Experts”.

2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa

What are the most important goals when building your brand online?

No matter the product, service or industry, those goals likely include:

Starting a relationship with your customers that can’t be duplicated by the competition,

encouraging loyalty and providing value.

Maximizing customer interaction time with your brand, as well as building mindshare

and influence.

Building an plan for targeted follow-up and communication.

Wacom

The Road to Community

Wacom has long been part of the conversation and in commuities.

How Did We Get Here?

1. LISTENING

2. PLANNING

3. FINDING YOUR/OUR/THE VOICE

Social Media is Time Consuming. Someone needs to be responsible

Wacom

Baby Steps

Results of First Test

150% Increase in projectes Dec Sales2200+ New works shared

61K Unique Visitors from 123 CountriesIncreased House list by 2000

Over 150 Active voices and influencers identified

Best Result

We found there was a community waiting

Storytelling:The New Campaign

Find Out Who Else is Sharing and Creating Brand Content

6770 Results

57 Pro Wacom Produced

Videos

20 Consumer Wacom

Produced Videos

Pro Channel Consumer

Hidden Finds for Later: Unboxings

Be Creative:

If there are not traditional measurements you can apply to a new media -

create yours to measure by.

Benchmarks will be out there soon.

How We Started - Live WireFrames

Interaction Design

Admin Development

Using FULL API

Using Kickapps

Using Amazon S3 CDN

Content Mirroring

Building The Community

Alpha Invites - 990Identify Influencers - 300Twitter Track Conversion

Beta Invites from Members

Alpha Invites

Unique Pin CodedInvites used to preloadknown data and trackentry

Influencer Invites

300 USBsCustom MessagingCustom Invite CodeSent to Key Peopleor Partners

Packaging Inserts

Building The Community

Slow Onboarding Process Planned

3600 Members in private beta

Open Beta

Slow Announce

Go BIG

3600 BETA usersAverage visit 7.23 minutes over 60 days

Average Page views 27 over 60 daysAverage content creation 10 items

Average comments on other members 5

Next Steps:

CommitmentConversion

ConversationCommunity

Collaboration

What This Gives UsAccess/Channel

Decreased Cost Media Space

Customer Data

Better Understanding of Needs

Built in Focus Groups

64% of companies using customer communities stated that the community made for

better decision making on product selection

33% of companies said that communities input alone actually changed product

design and marketing plans

1. Be a good listener.2. Think before you speak.3. Be patient, stay committed.4. Someone needs to own it.5. Be creative.6. Stay on top of trends.7. Participate in conversation.8. Be a user.9. Embrace your lack of control.

Social Media Commandments

Questions?

Dylan T. BoydVP Strategy, eROIdylan@eroi.com

Twitter @eROI