building brand community
DESCRIPTION
Madlen Nicolaus's presentation on building brand communities was a big hit at OMN London on the 30th August 2012TRANSCRIPT
Madlen NicolausSenior Marketing & Community Manager Salesforce Marketing Cloud EMEA
@madleeeen
BE STRUCTURED
1. Defined Goals
2. Social Media Policy/Social Media Guidelines
3. Social Media Playbook
4. Content Marketing Plan
5. Pre-approved messages from your PR team
6. Monitoring Tool
LISTEN FIRST
• Get to know your audience.
• Where do they hang out?
• What communities already exist?
• Find your brand evangelists or advocates.
CREATE A DEDICATED COMMUNITY TEAM
Our Radian6 Community team
acts as a bridge – from outside
to inside, from you to us, and
even among ourselves.
We are there to help, answer
questions, participate in
conversations, and make a
human connection from our
company to the people we
serve.
SHOW THE PEOPLE BEHIND THE BRAND
• Reply quickly
• Always reply to questions
• Be friendly and helpful
• Event if you don’t have the answer straight away
• Disclose the times your community managers are active
• Give people a voice
ENGAGE – ONLINE
Starve the trolls – they are
not worth your time!
Whatever happens,
keep calmand never ever react
emotionally.
Admit mistakes and
apologize.
KEEP CALM
ENGAGE – OFFLINE
• Attend Community Events, Meet-Ups, BarCamps
• Organize your own events – invite your key influencers &
community members
• Develop different layers of content
• Create a Content Engine (everything starts with an eBook)
• Make content worth sharing: Simplicity, Surprise, Concrete,
Credible, Emotional, Stories
CREATE SHAREABLE CONTENT
• Recognize and feed the loyal
members
• They can be a real treasure
• E.g. we have “Thank you
Thursday’s” on Facebook
RECOGNIZE LOYAL MEMBERS
MEASURE SUCCESS
- Set up a measuring system to be
able to judge if you met your goals
- Use different layers of KPI settings
• KPI’s with direct impact on the
business objectives
• KPI’s with direct impact on the
marketing objectives
• KPI’s related to conversations
Thank you!Q&A