creating a community around content

Los Angeles | London | New DelhiSingapore | Washington DC

Creating a community around content

Mithu Lucraft, PR Manager, SAGE

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Image source: http://online-social-networking.com/

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Joining existing communities

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Existing communities – pro’s

● Quick and easy set up● Low/no cost● Low effort for users● Familiarity for users

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

3rd party communities – con’s

● ‘Rented’: not your data● Inflexible● Be wary of the T&C’s!

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Build your own social network

● Choose your functionality

● No brand dilution● Member data● Content ownership

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Bespoke● Complete

control!● £££££

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

White label networks

● Cheaper option● Ning, wordpress, pluck, socialgo…etc…

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Should you build a community at all?Who do you want to reach?

Where is everyone?

Do you really need to create a community?

??

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Should you build a community at all?

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Step 1 – define objectives

● What do you want to achieve?● What do your users want?

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

● Site Visits (to May 08) – 5,302 (81% found MCUK via a search engine)

● 4.15 page views per visit

● 2 minutes per visit● Google Ad Words

drove 42% of site traffic.

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Our idea…

Own the online space for research methods

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Step 2 – define user stories

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Step 3 – PLAN YOUR CONTENT!

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

4 – Engage your members!

Creators (24%)Conversationalists

(33%)Critics (37%)

Collectors (20%)Joiners (59%)

Spectators (70%)Inactives (17%)

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

The community manager

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Other tips for engagement

● Regular contact● Rewards…

• Community roles• Member rewards• Upgrade commentors

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Step 5 – cross channel marketing

● No silos – joined up marketing● Participation on other sites● Online/offline bridge

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Measures of success?

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

ALPSP Making Sense of Social Media June 11 Los Angeles | London | New DelhiSingapore | Washington DC

Some closing tips…

● Keep your objectives clear & simple● Set targets, but keep realistic (and flexible)● Plan your content!● Give it time (lots)● Join up your marketing● Horizon scanning?

Los Angeles | London | New DelhiSingapore | Washington DC

Thanks for your timemithu.lucraft@sagepub.co.uk @mithulucraft