Leveraging User-Generated Content Inside Community Forums
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The document discusses strategies for leveraging user-generated content within community forums, emphasizing the importance of identifying and activating contributors. It outlines methods for cultivating content, showcasing successful examples, and transforming various formats while maintaining a brand's voice. Additionally, it highlights the significance of active listening both internally and externally to gather valuable insights and encourages consistent sharing to foster community engagement.
Leveraging User-Generated Content Inside Community Forums
- 1. 0 Leveraging User-Generated Content Inside Community Forums
- 2. What Are We Talking About Today • Setting The Stage • Scouting For Talent • Cultivating Content • Transforming The Humble to the Bold • Q+A 1
- 4. Y’all Are Doin’ More Content 3 • 3 out of 4 of you said you’d do more • But how? source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
- 5. Who Does This?! • This is what it feels like sometimes, amirite ?! 4
- 6. Lots of Roles, One Title 5
- 7. Keep Your Eyes On The Prize
- 8. 7
- 9. Identify The Gap – Then Fill It 8
- 10. And Now It Has a Life Of Its Own 9
- 11. … For Real 10
- 12. … For Real 11
- 13. Recognize 12
- 14. How Can You Activate + Make It Work? 13
- 15. Listen … Everywhere You Can Internally • Forums • Blog comments • Email submissions • Tech support calls • Sales calls 14
- 16. Listen … Everywhere You Can Internally • Forums • Blog comments • Email submissions • Tech support calls • Sales calls 15 Externally • Facebook • Twitter • Instagram • LinkedIn • Amazon, Yelp, …
- 17. Look For ‘Action’ Phrases 16
- 18. Look For ‘Action’ Phrases • “Can anyone help …” • “Can anyone recommend …” • “Who is a good ___ for ____ ?” • “This is the best __ for ___” 17
- 19. Look For Social Cues + Proof • Likes , +1s • Comments • Shares, Pins • Re-___s 18
- 20. Look For Social Cues + Proof 19 Use a Tool To Help• Likes , +1s • Comments • Shares, Pins • Re-___s
- 21. Cross-Reference to Validate • Followers • Days Active • Index/score 20
- 22. Cross-Reference to Validate 21 • Followers • Days Active • Index/score • Follower Wonk
- 23. Cross-Reference to Validate • Follower Wonk • Twitonomy 22 • Followers • Days Active • Index/score
- 25. Showcase Really Great Examples 24
- 26. The Most People, The Best Ways 25
- 27. 26 • Email (1:1, ‘blast’) • Social media (get creative!) • Newsletter (round-up, feature, spotlight) • Community posting (dedicated area) • … The Most People, The Best Ways
- 28. Avoid The Penalty Box Via Education 27
- 29. 28 • Google, and duplicate content • Show ‘right way, wrong way’ example post • ‘Mom-test’ Avoid The Penalty Box Via Education
- 30. 29 Set The Bar High
- 31. 30 • Make a funny guide (if that’s your crowd) • Source from others • Rigid to start, relaxed later • Set the tone early on • This is hard Set The Bar High
- 32. Transform 31
- 33. 32 What Formats Will You Use?
- 34. 33 Show The Editing Process
- 35. 34 Avoid Charlie Brown Christmas Trees • Headers and h1 tags to make content skimm-able • Images and links • Two kinds of ‘readable’ – human and Google
- 36. 35 Keep The Voice In Tact
- 37. 36 Keep The Voice In Tact • Edit titles to be snappy, catchy • Edit h1 tags and headers for skimm-abilty • Clean up typos and proof • Leave the rest in tact
- 39. 38 Share it Liberally • Just like before: • Get them to help • Make them an accomplice to their success
- 40. 39 Examples
- 41. 40
- 42. 41
- 43. 42
- 44. 43
- 45. 44
- 46. 45
- 47. 46
- 48. 47
- 49. 48
- 50. 49
- 51. 50 Wrapping It All Up • What are you capable of, pulse of community • Change how you look, look everywhere • Create the model, help them achieve (because it’ll help you achieve) • Edit, refine, illustrate, show (and lather, rinse, repeat)
- 52. 51 Thanks • Alan Belniak • @abelniak on Twitter image sources/credits on next slide
- 53. 52 Image Sources/Credits Creator Title of Piece License Notice Link to Material Kentaro Ohno FUJI ROCK FESTIVAL '12 CC BY 2.0 https://www.flickr.com/photos/inucara/7685577898 Lee Adlaf Empty Stage CC BY 2.0 https://www.flickr.com/photos/leeadlaf/3571749634 CMI, MarketingProfs B2B Content Marketing 2016 http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf (seen in Pinterest) He Doesn't Reply https://www.pinterest.com/socialmedbeast/social-media-humor/ Kjetil Ree Fedora Hat CC BY SA https://commons.wikimedia.org/wiki/File:A_fedora_hat,_made_by_Borsalino.jpg Yan Arief Purwanto Journalist on Duty CC BY-SA 2.0 https://www.flickr.com/photos/yanrf/1408711192 -- typewriter free stock https://static.pexels.com/photos/25500/pexels-photo-25500.jpg Max Geiger Debork Obama CC BY-SA 2.0 https://www.flickr.com/photos/sleeper-cell/2988617774 Cheryl Heppard Maslows Hierarchy of Marketing Needs http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/ nikoretro Mind The Gap CC BY-SA 2.0 https://www.flickr.com/photos/bellatrix6/44394850 Trip Advisor Logo Trip Advisor Logo public domain https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.png Amazon.com Logo Amazon.com Logo CC BY-SA 3.0 https://commons.wikimedia.org/wiki/File:Amazon_logo.jpg Yelp Logo Yelp logo public domain https://commons.wikimedia.org/wiki/File:Yelp_Logo.svg Wikimedia Foundation Wikipedia CC BY-SA 3.0 https://commons.wikimedia.org/w/index.php?curid=10310401 Aimee Millwood (screen print of excerpt) -- https://www.entrepreneur.com/article/278954 Mpfisher/Trip Advisor (user page) -- https://www.tripadvisor.com/members/Mpfisher Andrew E. Larsen Standing Out In The Crowd CC BY-ND 2.0 https://www.flickr.com/photos/papalars/2959846138 A. Strakey Eavsedropping CC BY-ND 2.0 https://www.flickr.com/photos/smoovey/3297533849 Aaron & Alli Mad-Libs CC BY 2.0 https://www.flickr.com/photos/aaronmerrell/3505635835 -- Buzzsumo screenshot -- http://buzzsumo.com/ -- Followerwonk screenshot -- https://moz.com/followerwonk/
- 54. 53 Image Sources/Credits Creator Title of Piece License Notice Link to Material -- Twitonomy screenshot -- http://twitonomy.com/ Tony Alter Cultivating CC BY 2.0 https://www.flickr.com/photos/78428166@N00/5843035048/ Lee Cannon Georgetown Fire Co., Station 77 CC BY-SA 2.0 https://www.flickr.com/photos/leecannon/6951982788/ -- (outdoor amplifier) shutterstock -- Michael R Stoller Jr Penalty Box CC BY-ND 2.0 https://www.flickr.com/photos/mike_stoller/4613232165/ Jay Baer A field guide to the 4 types of content marketing metrics http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics/7- Sharing_MetricsBoost_SharingWith_a_clear Amanda Cegielski 14-High_Jump CC BY-ND 2.0 https://www.flickr.com/photos/thatpicturetakr/3149799044 MarketingProfs MarketingProfs Logo Hubspot Hubspot Logo -- (butterfly transformation) shutterstock -- Robinseed Content Marketing Periodic Table CC BY-SA 4.0 https://upload.wikimedia.org/wikipedia/commons/6/63/Content_Marketing_Periodic_Table.png Nic McPhee 2008-01-26 (Editing a paper) - 20 CC BY-SA 2.0 https://www.flickr.com/photos/nics_events/2349630839 frankieleon Charlie Brown Christmas CC BY 2.0 https://www.flickr.com/photos/armydre2008/5272906580/ David Weekly Translator Booths @ WSIS CC BY 2.0 https://www.flickr.com/photos/dweekly/64221580 MIXEvent Clint Rutkas and the 2 Coding4Fun Robot CC BY 2.0 https://www.flickr.com/photos/mixevent/4436714064/ author (screenshot) -- https://www.alignable.com/insights/whats-been-your-small-business-secret-to-success author (screenshot) -- -- author (screenshot) -- https://www.alignable.com/insights/you-want-to-be-honest-here-s-how author (screenshot) -- https://www.alignable.com/insights/whats-an-appropriate-base-salary-for-a-sales-person-who-contacts-warm-leads author (screenshot) -- https://www.alignable.com/insights/how-to-build-and-maintain-your-dream-team author (screenshot) -- https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers author (screenshot) -- https://www.alignable.com/insights/social-media-decoded-simple-tips-for-what-to-post-where
Editor's Notes
- #2: https://www.flickr.com/photos/inucara/7685577898
- #4: https://www.flickr.com/photos/leeadlaf/
- #5: PART 0: SETTING THE STAGE Content is important to you and your organization – you wouldn’t be attending this otherwise How ‘bout some science to back it up? Here is some CMI and MarketingProfs data, on the state of the state – B2B 2016 Trends ¾ of you all planned on spending more in 2016 than 2015 source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
- #6: Who manages all that? A content manager, that’s who In many organizations, it’s a full time job
- #7: Who manages all that? A content manager, that’s who In many organizations, it’s a full time job For some, it’s only part of what they do, so it adds up It *isn’t* surfing the Internet all day on social networks, Part time detective, part time journalist, part time writer, part time baker Fedora: https://commons.wikimedia.org/wiki/File:A_fedora_hat,_made_by_Borsalino.jpg Journalist: https://www.flickr.com/photos/yanrf/1408711192 Typewriter: https://static.pexels.com/photos/25500/pexels-photo-25500.jpg Swedish chef: https://www.flickr.com/photos/sleeper-cell/2988617774
- #8: Keep Your Eye on The Prize – this is all about the consumer We might have our favorite trends, ideas, themes, and so on … but this is for the customer/client/member/user We can push what we want ... But if its not what they want, it wont work. Source: http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
- #9: Keep Your Eye on The Prize – this is all about the consumer We might have our favorite trends, ideas, themes, and so on … but this is for the customer/client/member/user We can push what we want ... But if its not what they want, it wont work. Source: http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
- #10: Start by identifying that gap. We can ask, survey, poke, prod, and probe We can also see what they produce when left to their own devices, and use that as a social cue / signal source: https://www.flickr.com/photos/bellatrix6/44394850
- #11: It started way back in history with some sweet amazon and youtube reviews And now it has a life of its own… Trip advisor - https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.png Amazon.com - https://commons.wikimedia.org/wiki/File:Amazon_logo.jpg Yelp - https://commons.wikimedia.org/wiki/File:Yelp_Logo.svg Wikipedia - By Wikimedia Foundation - Wikimedia Foundation, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=10310401
- #12: https://www.entrepreneur.com/article/278954
- #13: https://www.tripadvisor.com/members/Mpfisher
- #14: https://www.flickr.com/photos/papalars/2959846138
- #15: https://www.flickr.com/photos/smoovey/3297533849
- #16: Look for action phrases and triggers like … and … Look for social cues - like likes, shares, and comments Cross-reference these names on/in other places
- #17: Look for action phrases and triggers like … and … Look for social cues - like likes, shares, and comments Cross-reference these names on/in other places Google analytics to see incoming / referral traffic sources
- #18: https://www.flickr.com/photos/aaronmerrell/3505635835
- #19: https://www.flickr.com/photos/aaronmerrell/3505635835
- #20: https://www.flickr.com/photos/aaronmerrell/3505635835 Note: not just positive interactions – look for non-favorable as well – it’s a signal of interest
- #21: Buzzsumo.com
- #22: Follower count does not confer authority – its just one part of many of a signal
- #23: http://buzzsumo.com/ https://moz.com/followerwonk/ http://twitonomy.com/
- #24: http://buzzsumo.com/ https://moz.com/followerwonk/ http://twitonomy.com/ And Traackr and others
- #25: https://www.flickr.com/photos/78428166@N00/5843035048/in/ “train and cultivate” and “lead by example”
- #26: https://www.flickr.com/photos/leecannon/6951982788/ Show the best work – show what it looks like Set the tone Helps avoid mediocre work Allude to it in submissions
- #27: Image: shutterstock a distribution mechanism that reaches the most people email, social media, newsletter, community posting, etc. (note that in an active community, the size is dynamic, so you might need to re-send/share/post this multiple times)
- #28: a distribution mechanism (or mechanisms) that reaches the most people
- #29: source: https://www.flickr.com/photos/mike_stoller/4613232165/ You AND them You: google Them: google, poor quality
- #30: http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics/7-Sharing_MetricsBoost_SharingWith_a_clear consider creating a ‘right way, wrong way’ make a guide, but make it funny (if that’s your crowd) make it human readable (a la Jay Baer)
- #31: https://www.flickr.com/photos/thatpicturetakr/3149799044
- #32: https://images.studentuniverse.com/new/suwebui/photos/marketing/marketingprofs-logo.png https://www.seeklogo.net/wp-content/uploads/2015/10/HubSpot-logo-vector-download.jpg consider creating a ‘right way, wrong way’ make a guide, but make it funny (if that’s your crowd) http://socialmedia.biz/social-media-policies/ http://www.marketingprofs.com/write-for-us https://blog.hubspot.com/guest-blogging-guidelines set up a set of editorial guidelines stick to them. rigid to start, more relaxed later set the tone for community early. can always relax quality and submission guidelines - hard to do it the other way around note: this is hard. this is not easy.
- #33: shutterstock
- #34: https://upload.wikimedia.org/wikipedia/commons/6/63/Content_Marketing_Periodic_Table.png https://commons.wikimedia.org/wiki/File:Content_Marketing_Periodic_Table.png
- #35: https://www.flickr.com/photos/nics_events/2349630839 show the editing process to the submitters; show the redlining so they can see what you want and don’t want tell a submitter what you changed and why you changed it
- #36: https://www.flickr.com/photos/armydre2008/5272906580/
- #37: https://www.flickr.com/photos/dweekly/64221580
- #38: https://www.flickr.com/photos/armydre2008/5272906580/ edit titles to be snappy, catchy edit h1 tags and headers for skimm-abilty clean up typos and proof leave the rest in tact
- #39: https://www.flickr.com/photos/mixevent/4436714064
- #40: https://www.flickr.com/photos/armydre2008/5272906580/ Email (1:1, ‘blast’) Social media (get creative!) Newsletter (round-up, feature, spotlight) Community posting (dedicated area) … Get them to help Make them an accomplice to their success
- #42: https://www.alignable.com/insights/whats-been-your-small-business-secret-to-success
- #45: https://www.alignable.com/insights/you-want-to-be-honest-here-s-how
- #46: https://www.alignable.com/insights/whats-an-appropriate-base-salary-for-a-sales-person-who-contacts-warm-leads
- #48: https://www.alignable.com/insights/how-to-build-and-maintain-your-dream-team
- #49: https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers
- #50: https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers
- #51: https://www.alignable.com/insights/social-media-decoded-simple-tips-for-what-to-post-where
- #53: http://www.twitter.com/abelmniak