Published on October 31, 2013
Launching Successful Communities for Marketers Layla Sabourian-Tarwé November 15th, 2013 @Laylasabourian
Past & Present Communities Intercolonias Community Managers First Thursday’s Silicon Valley © 2013 SAP AG or an SAP affiliate company. All rights reserved. 2
While we mainly talk about conversations and engagement in social media, community is the true force in a connected era. - Tomi Ahonen, former Nokia Exec and best-selling Author © 2013 SAP AG or an SAP affiliate company. All rights reserved. 3
Even in the age of social media marketing, perception gaps are wider than expected… Source: 2012 Study by Pivot (pivotcon.com/research) © 2013 SAP AG or an SAP affiliate company. All rights reserved. 4
Current Status Quo Average Fortune company spends over $1M in community building Yet Only 25% have more than 1,000 active members Only about 10% of new communities seem to make it. The other 90% go nowhere. Common Obstacles: •The community does not address an unmet need. •The target audience is too broad. •Lack of engagement and retention. CONFLICT Tribalization of Business Study, Deloitte © 2013 SAP AG or an SAP affiliate company. All rights reserved. Source: http://www.ic.org/pnp/cdir/2000/20diana.php 5
Today’s online Communities Member Perspective • Anticipated reciprocity • Increased reputation & prestige • A sense of efficacy Business Perspective • Customer service • Managing brand perception • Facilitating research • Increased leads Source: Econsultancy.com ,2012, Online Communities, Part 1 © 2013 SAP AG or an SAP affiliate company. All rights reserved. 6
The Origin of Communities Early communities formed primarily to provide for the most basic human needs – physiological and safety needs. • By forming groups, it became easier to specialize in growing and hunting different types of foods. • One’s belongings and family could be kept safer when banding together with others. Maslow’s Hierarchy of Needs © 2013 SAP AG or an SAP affiliate company. All rights reserved. 7
Beyond Basic Needs Once physiological and safety needs are assured, we strive to feel loved and be part of something larger than ourselves. Our belonging needs explain why we seek to gather with people who share common beliefs, ideas, experience and interests. Maslow’s Hierarchy of Needs © 2013 SAP AG or an SAP affiliate company. All rights reserved. 8
First Thursday Silicon Valley First Thursday Silicon Valley is a Meetup Group for marketing and communication pprofessionals as well as interested enthusiasts, dedicated to the discussion of tools, strategies for successful launch and go-to-market plans. “I was very glad to participate. An inspiring enthusiasm and exciting new ideas” Bill Johnston, Director of Online Community & Social Media, Autodesk , 20111 www.Meetup.com/firstThursday-silicon-valley/ “This Meet Up continues to be relevant and informative. Thank you Layla and good job!” Delia Perla, Bay Area News Group 2012 Group Statistics: Founded 2010 • 1,014 Members • 30+ successful Meetups © 2013 SAP AG or an SAP affiliate company. All rights reserved. “Looks like it will be a great bunch of folks who are driving and sharing this evolving space.” Van Riper, Head of Developer Community, Google 9
Key Success Factors Clear Content Plan Exclusive Value Frequent Adjustments © 2013 SAP AG or an SAP affiliate company. All rights reserved. 10
Getting Started 1. Plan 2. Decide Go/No Go 3. Sponsors 4. Mission Statement & Charter 5. Objectives 6. Email Distribution 7. Seed Discussions 8. Publicity & Advertisement © 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
Guard Focus 1. Develop a core group 2. Sustain momentum 3. Appeal to a strong self-interest 4. Inspire the next visit 5. Limit the number of activities Source: FeverBee Community Consultancy © 2013 SAP AG or an SAP affiliate company. All rights reserved. 12
Renew Commitment 1. Redefine the Membership on a regular basis 2. Keep focus on Marketing Problems 3. Test Commitment 4. Consider Options © 2013 SAP AG or an SAP affiliate company. All rights reserved. 13
Lifecycle of a Community Source: Forrester Research, Inc. © 2013 SAP AG or an SAP affiliate company. All rights reserved. 14
Thank you Layla Sabourian-Tarwé @Laylasabourian www.laylasabourian.com © 2013 SAP AG or an SAP affiliate company. All rights reserved.
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