sarah judd welch on how community can work for big brands
TRANSCRIPT
@sjw / @loyalcx
The Future of Community for Big Brands
(& WHY YOU SHOULD CARE)
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SARAH JUDD
WELCH
@sjw / @loyalcx
• http://loyal.is
• Community development studio
• Community-driven strategies, products, platforms, campaigns, and content
• Clients include Fortune 50 brands, startups, nonprofits and creative companies
• Founded in 2012
@sjw / @loyalcx
• http://community.is
• For anyone who puts people at the center of their work
• Weekly newsletter
• Readers and subscribers include community managers, agency leaders and brand executives from around the world
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BRANDS
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WHAT IS COMMUNITY?
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WHAT IS DIGITAL STRATEGY?
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SOCIAL
9%
2014
15%
2015
21%
2016
source: Buffer
BUDGET
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CONTENT
source: Contently & Columbia Journalism Review
BUDGET
70%
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CONTENT
source: Contently & Columbia Journalism Review
23% 1/2
BUDGET
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CONTENT
>source: Contently & Columbia Journalism Review
COCA-COLA
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33.7%
budget
CHALLENGES
source: Contently
measuring results
21.6%
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AND…
source: Salesforce
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FURTHER…
source: UserVoice
5x ROI
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WHAT’S NEXT?
?
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@sjw / @loyalcx
@sjw / @loyalcx
@sjw / @loyalcx
“In January 2015, Under Armour (UA) acquired Copenhagen-based connected fitness firm Endomondo for $85 million. The company has ~20 million registered users, primarily in Europe.
At the 4Q14 earnings release, Under Armour announced the purchase of San Francisco-based MyFitnessPal for $475 million. It purchased the company to bring together the world’s largest digital health and fitness community.”
- “Why Under Armour Had Back-To-Back Acquisitions,” Yahoo! Finance, Feb. 11, 2015
@sjw / @loyalcx
source: UserVoice & Common Knowledge
COMMUNITY WILL BE THE NEXT PHASE OF DIGITAL MARKETING
@sjw / @loyalcx
source: UserVoice & Common Knowledge
EMPLOYEE COMMUNITIES
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source: UserVoice & Common Knowledge
(more) USER GENERATED CONTENT
@sjw / @loyalcx
source: UserVoice & Common Knowledge
OWNED COMMUNITIES
@sjw / @loyalcx
source: UserVoice & Common Knowledge
WHY?
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LOYAL’S REVENUE BREAKDOWN
Marketing
Product
Innovation
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WHAT THIS MEANS FOR
YOU
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PRODUCTProduct Management
User Research & Testing
User Experience
Product Marketing
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RELATIONSHIP MANAGEMENT
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DIGITAL STRATEGY
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SOFT SKILLSManaging Up
Translation
Comfort with Ambiguity
Fluency in media
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GET EXCITED!!!
