building your brand by building community

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Building Your Brand by Building Community

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Dylan T. Boyd, VP, Sales & Strategy, eROI presented Building Your Brand by Creating Community at the June SF Kickapps Conference.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. Now, what’s the best way to kill these 3 birds with one rock-solid project? Let's learn how eROI went about it for a client in a 1 year journey of testing, listening and development. (www.eroi.com)

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Page 1: Building Your Brand by Building Community

Building Your Brand by Building Community

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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

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We are not Social Media “Experts”.

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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

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

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

Page 7: Building Your Brand by Building Community

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

encouraging loyalty and providing value.

Page 8: Building Your Brand by Building Community

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

and influence.

Page 9: Building Your Brand by Building Community

Building an plan for targeted follow-up and communication.

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Wacom

The Road to Community

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

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How Did We Get Here?

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1. LISTENING

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2. PLANNING

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3. FINDING YOUR/OUR/THE VOICE

Social Media is Time Consuming. Someone needs to be responsible

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Wacom

Baby Steps

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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

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Best Result

We found there was a community waiting

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Storytelling:The New Campaign

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Find Out Who Else is Sharing and Creating Brand Content

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6770 Results

57 Pro Wacom Produced

Videos

20 Consumer Wacom

Produced Videos

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Pro Channel Consumer

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Hidden Finds for Later: Unboxings

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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.

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How We Started - Live WireFrames

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Interaction Design

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Admin Development

Using FULL API

Using Kickapps

Using Amazon S3 CDN

Content Mirroring

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Building The Community

Alpha Invites - 990Identify Influencers - 300Twitter Track Conversion

Beta Invites from Members

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Alpha Invites

Unique Pin CodedInvites used to preloadknown data and trackentry

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Influencer Invites

300 USBsCustom MessagingCustom Invite CodeSent to Key Peopleor Partners

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Packaging Inserts

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Building The Community

Slow Onboarding Process Planned

3600 Members in private beta

Open Beta

Slow Announce

Go BIG

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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

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Next Steps:

CommitmentConversion

ConversationCommunity

Collaboration

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What This Gives UsAccess/Channel

Decreased Cost Media Space

Customer Data

Better Understanding of Needs

Built in Focus Groups

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

better decision making on product selection

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

design and marketing plans

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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

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Questions?

Dylan T. BoydVP Strategy, [email protected]

Twitter @eROI