CONTENTS
About me
2 Approaches to social media marketing
1 Community Plan
2 key types of community space
5 irresistable types of content
8 tools to thrive
ABOUT ME
Toby is an internet and social media veteran.
Previously:
Founded London’s Facebook Developer Garage (now London Social Developers)
Created and sold social media agency (Nudge Social Media)
CTO of GroopGifts.com
Created Affiliate Window's Wishlist application.
Currently:
Sky News Social Media Expert
Founder CEO of Rise www.rise.global - the scorekeeping social network
2 APPROACHES TO SOCIAL MEDIA MARKETING
Traditional business centric approach:
Create a Facebook page
Create a Twitter profile
Create a Pinterest page
Grow your reach
Constantly top up with fresh content = E X H A U S T I N G !!
Modern customer centric approach:
Ruthlessly focus on a niche community
Engage with them and their content
Spark the community into action
A COMMUNITY PLAN CONSISTS OF
Business Objectives
Success Criteria
ResourcesVision
Goals
BUSINESS OBJECTIVES
What do you want to achieve through community marketing?
“To ensure our brand is top of mind when a local resident realises they
need to buy a gift for a specific occasion”
Business Objectives
Success Criteria
ResourcesVision
Goals
SUCCESS CRITERIA
How will you know if it is working?
“We will aim to recognise at least 2 people in the shop each week from
our social media community”
Business Objectives
Success Criteria
ResourcesVision
Goals
RESOURCES
How much are you going to invest?
“£900/month. We will spend 1 hour a day on digital marketing, valuing
our time at £20 / hour and a further £400 a month on digital advertising
and tools”
Business Objectives
Success Criteria
ResourcesVision
Goals
VISION
Why will others gather in your community?
“To be the best givers of thoughtful presents in our area”
Business Objectives
Success Criteria
ResourcesVision
Goals
GOALS
How will you answer the question ‘What’s in it for me’?
“Members will be able to ask other members to solve their gifting
dilemmas”
Business Objectives
Success Criteria
ResourcesVision
Goals
Business Objectives
Success Criteria
ResourcesVision
Goals
POPUP COMMUNITY SPACES
What happens when the community gathers around a digital object online
Examples
hashtag “#hillaryscraftevent”
facebook post and comments
blog comments
Importantly:
You don’t have to own the channel to popup a conversation that engages your
community
OWNED COMMUNITY SPACES
Does your community need its own home? If so where?
Examples:
Twitter channel
Facebook group
Ning social network
Remember:
Managing a community space is a long term commitment and requires
continual maintenance
WHAT MAKES THE NEWS?
1. High impact events
2. Shared issues, threats and problems
3. Leadership changes
4. Shared achievements
5. Human interest stories
6. New opportunities
7. Opinion and analysis
1. HIGH IMPACT EVENTS WITH
People can’t resist a story about a
major event that affected them
Summarise a story, add your own
commentary and share
Really good for weather events!
e.g. Mashable reposted tweets and
videos from a recent bay area storm
2. SHARED ISSUES ON
Interview community members (via Skype, Google Hangouts, Face to Face)
about their views on a shared issue and post to YouTube.
3. LEADERSHIP CHANGES ON
People can’t resist finding out where they stand on a leaderboard.
4. SHARED ACHIEVEMENTS ON
Create a hashtag for people to share what they’ve achieved
5. HUMAN INTEREST ON
People can’t resist pictures of themselves.
Pictures of local people make human interest stories and instagram is a
perfect host
1. PUT THE COMMUNITY VISION ON
Make sure everyone understands what your community is about
2. STORE KNOWLEDGE ON
A wiki is a community contributed knowledge base.
3. MANAGE CHANNELS ON
Save time by bringing all conversations into one place
4. ARRANGE EVENTS ON
Get your community together face to face on a regular basis.
5. SNATCH CONTENT FROM
Klout suggests relevant content to schedule from your Twitter channel.
6. LIST MEMBERS ON
Who’s who lists are useful and
searchable. Rank them
anyway you choose for
something more interesting
than alphabetical.
7. DIGEST WEEKLY VIA
Flipboard lets you create your own weekly digital magazine, from other
people’s articles. Awesome.
8. ORGANISE COLLECTIONS ON
Pinterest is still the visual leader for collecting and pinning stuff.
NEXT STEPS IN SOCIAL MEDIA
1. Have a community plan – who are you targeting, what type of
community are you creating?
2. Use tools that save you time and get your community more active?
3. Think popups. Sometimes a hashtag is all you need
THE SPRING AND AUTUMN FAIR INDEPENDENT
RETAILERS POWER 100 - #SAF100Submit your company details and we’ll provide free weekly feedback on
your social media performance versus similar businesses.
www.rise.global/saf100
#SAF100
THAT’S A WRAP
FOLLOW ME ON TWITTER:
@tobyberesford