community as the new marketing
TRANSCRIPT
Community is the New MarketingMeghan Murphy
HandUp.org
@megmurph
HandUp | Head of Community and Marketing 2014
Twilio | Senior Community Manager, Twilio.org 2011
Stage Two | Senior Account Manager, Comms 2009
The Escapist | PR and Marketing and Biz Dev 2007
@megmurph
Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting
or selling that product, service, or brand.
@megmurphWikipedia
A branded Community has specific business objective where a company creates a space
for people with a common sense of identity to participate in ongoing, shared experiences.
A branded community is an extension of the business itself
@megmurphCMX Hub
State of Things
Community
MarketingET
RK
Ma
The state of things is blended
@megmurph
“Community” strategy is already taking over marketing, product, and support programs
@megmurph
We need to think about our community work in the context of marketing
@megmurph
DO IT FOR THE $BUDGET$
@megmurph
Community Marketing
@megmurph
Community Building = Lead Generation
55% of B2B marketers plan to increase use of communities on their website in lead generation efforts.
46% plan to do the same to nurture leads.
Forrester 2013 @megmurph
social conversions
@megmurph
Track everything
referrals
eventscontent conversions
emailsbusiness cards
forums
Community Engagement = Customer Experience
73% of marketers view customer centricity as critical to the success of their business
and role at the company.
Forbes Insights 2015 @megmurph
InvolvementHealth Support
@megmurph
Community Management = Customer Retention
a 2% increase in customer retention has the same effect as decreasing costs by 10%
SAP Report 2014 @megmurph
Empowerment Loyalty Trust
@megmurph
Where to start tomorrow
Have a plan
@megmurph
Set awesome measurable goals tied to marketing metrics
@megmurph
Measure your impact
@megmurph
@megmurph
How is your work contributing to
•The lead generation and growth
•The overall customer experience (across teams)
•The retention of your customers (especially high value ones)
Community as the new marketing is a good thing.
@megmurph
Thank youMeghan Murphy
@HandUp