Post on 18-Dec-2014
description
Why Community Matters
Vero PepperrellDigital marketing & Social Media consultantwww.thatcanadiangirl.co.uk / www.pepsmedia.com
Future of Mobile, 17th Nov 2008
Vero Pepperrell, Pepsmedia
Vero Pepperrell, Pepsmedia
Why should we bother?
It doesn’t matter if you
measure success in…
Vero Pepperrell, Pepsmedia
Why should we bother?
It doesn’t matter if you
measure success in…• Footfall
Vero Pepperrell, Pepsmedia
Why should we bother?
It doesn’t matter if you
measure success in…• Footfall• Viewers
Vero Pepperrell, Pepsmedia
Why should we bother?
It doesn’t matter if you
measure success in…• Footfall• Viewers• Listeners
Vero Pepperrell, Pepsmedia
Why should we bother?
It doesn’t matter if you
measure success in…• Footfall• Viewers• Listeners• Conversation
Vero Pepperrell, Pepsmedia
Why should we bother?
In the end they’re all
people who want to be
treated as such.
Vero Pepperrell, Pepsmedia
We aren’t just numbers
• It's easy to look at numbers and stats, product life cycles and forget that it’s people who drive your business
• Advertising via traditional media lost some effectiveness over the years, social media lets you speak to your community on a human level but this channel needs a different treatment.
Vero Pepperrell, Pepsmedia
Vero Pepperrell, Pepsmedia
Not just for Christmas…
• Think of new customers as puppies: Not that they need to be toilet trained, but as friends for life
Vero Pepperrell, Pepsmedia
Not just for Christmas…
• A converted evangelist isn’t a one-off purchaser, it’s an extension of your marketing team
Vero Pepperrell, Pepsmedia
The 3 R’s of Community Interaction
Respect• Speak to your users as humans• Let your staff’s personality shine• Don't rush the relationship: They’re
looking for a handshake, you’re trying to stick your tongue down their throat!
• Let them talk for a change
Vero Pepperrell, Pepsmedia
Vero Pepperrell, Pepsmedia
The 3 R’s of Community Interaction
Responsibility
• Honesty & transparency
• Responsiveness in good & bad times
• Be willing to educate, not dictate your users’ choices
Vero Pepperrell, Pepsmedia
The 3 R’s of Community Interaction
Reputation
Positive interactions
Happier users
Recommendation
Improved reputation
Vero Pepperrell, Pepsmedia
It’s pretty simple really!
• Listen to your users: On blogs, forums, in focus groups, to your support email
• Give them opportunities to speak to you– Participate in forums– Attend events and just listen– Invite them to suggest improvements
• Let them know you’re listening!– Taptu uses a weekly “Wishing Line” email: Uncensored
feedback from users & press goes out to the whole team– Tell users when you’ve put their suggestions into action
Vero PepperrellDigital marketing & Social Media consultant
www.thatcanadiangirl.co.uk / www.pepsmedia.com
Blogging since 2000 and still alive!
Vero Pepperrell, Pepsmedia
Imagery & ideas credits:• On Twitter: @jeffpulver & @mattb
• On Flickr: betsyjean79 & Eole• Gapingvoid.com for the cynical view of advertising• Chris Brogan for the imagery on relationships• Nataliedee.com for the jelly beans• The wonderful communities I interact with for the inspiration• Note: No Mr Potatoheads were harmed in the making of these slides