Managing Your Social Community: More Than Just "Set it and forget it."
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Amy Vernon is an experienced internet consultant and prominent figure on social media, emphasizing the importance of audience engagement and community building. She advises starting slowly and intentionally when fostering online relationships, using tools for automation while ensuring genuine interaction. The case study of Corning demonstrates how a video can transcend traditional marketing by creating a community that organically shares and translates content.
Managing Your Social Community: More Than Just "Set it and forget it."
- 1. #smx#21B
- 2. Who Is Amy Vernon? I do stuff on the Internet •20 years as a newspaper reporter, editor and blogger •Top female submitter of all time on Digg.com •Consultant to the stars (OK, not really, but I’ve worked with lots of companies & publishers, including AOL, VentureBeat, and Dailymotion. #smx#21B
- 3. Community Rules on Social Media #smx#21B
- 4. Baby Steps First •Resist the urge to go everywhere at once. •Who is your audience? •Who elseis your audience? •Where are they? •Go there. Not the other place. #smx#21B
- 5. Research, Research, Research •Why did people follow you? •Why did you follow them? •What are they interested in? •Who else do they follow? #smx#21B Photo by Moridin_ via FlickrCreative Commons
- 6. Tools •Knod.es •Nimble •Twtrland •Traackr •Little Bird •Followerwonk(Moz) #smx#21B Photo by Paul Cooper via FlickrCreative Commons
- 7. Best Practices Are Just the Beginning #smx#21B Dilbert strip, Sept. 3, 2008
- 8. Cultivating Community •Going to where your audience/community – just the first step. –Engage in conversations •Twitter chats •Google Hangouts •Facebookconversations •LivefyreQ&As •Where they’re talking, you should be talking #smx#21B Photo by F. Goppvia FlickrCreative Commons
- 9. Growing Community •Once you’ve actually talked to people, start following •See who they’re following. Maybe they’re interesting, too? •Curate content appropriate to these peoplecommunity. #smx#21B Photo by Seer Snivelyvia FlickrCreative Commons
- 10. Growing Community •Set a daily routine –Start slow, 10 minutes per day –One day, find new people toengage with –Next day, engage with some ofthose people –Set an initial goal of 5 new engagements per week –Work your way to 5 new engagements per day #smx#21B Photo by Steve Tannockvia FlickrCreative Commons
- 11. Automation ≠ Bad There’s a difference between this: And this: #smx#21B R2D2 via Star Wars Encyclopedia Cylonsphoto via SyFyCylonGallery
- 12. Automate Work, Not Engagement •Reminders, schedules, moving content from one spot to another. –Nimble, for automated reminders to re-engage. –IFTTT to automate transfer of content from source to Tweet buffer or elsewhere. –BufferAppto automate your posting schedule, to keep the momentum going. #smx#21B
- 13. You don’t own your community Your community owns you. #smx#21B
- 14. Case In Point: Corning •Corning’s this company that makes industrial glass. •They made a cool videothat people really loved. •It broke all the “rules” by being too long, not being funny, having branding in the corner and stuff like that. •It broke all the records. #smx#21B
- 15. A Day Made of Glass #smx#21B 22,399,400 views on YouTube as of late October.
- 16. So Then What? •The video started going viral about 3 weeks in •Got millions of views through organic sharing •The watermark? Even if it got repurposed, branding would still be there. •Community grew up around the video. •Corning realized it no longer “owned” the video. #smx#21B
- 17. Huh? •Corning recaptionedit into Chinese (two dialects),Japanese, and Spanish. •Provided an uncaptioned version; fans translated it into other languages, including Greek. •Fans remade it at different speeds, including one to the Benny Hill theme song. #smx#21B
- 18. Yeah, And? •It was so popular, they made a sequel. •In multiple languages. •A sequel. •To what was, basically, a commercial. #smx#21B
- 19. By the Numbers #smx#21B In the second half of 2012, Corning’s social channels: •Facebook: 10K+ likes (Now 11K+) –20% increase in followers •Twitter: 6K likes (now 7K+) –18% increase in followers •YouTube: (now) 34K+ subscribers –48% increase in subscribers Source: Corning Case Study Slideshare from Blogwell, April 2013
- 20. They Got It #smx#21B
- 21. So Can You #smx#21B
- 22. #smx#21B Thanks and Keep In Touch amy@amyvernon.net www.amyvernon.net www.Facebook.com/AmyVernon www.Twitter.com/AmyVernon plus.google.com/u/0/+AmyVernon