Building Your Community’s Social Media Ecosystem

Building your Community’s SocialMedia EcosystemBarrie Nichols, Greg McCoy, John HinckleyMonday January 3rd, 2014

Creating your Brand Voice and buildingyour own Media Newsroom(The Microbes) What is your Brand Voice?– Exercise Can you identify your brand in 3 words? What about 1 word? What should your Brand Voice be?– You must determine two things up front.1. Who it is you want to connect with.2. How you want to connect with them.

Creating your Brand Voice and buildingyour own Media Newsroom(The Microbes) There are 5 key things that you want yourBrand to be.– Personal– Trustworthy– Vulnerable– Relevant– Unique

Creating your Brand Voice and buildingyour own Media Newsroom(The Microbes)Owning Your Media Who’s creating yourmedia? Are you – Buying Paid Media– Borrowing Earned Media– Building Owned MediaMake Media work for you Listen– to your demographic and toyour data. Understand– If you don’t know the WHY, theHOW doesn’t matter. Engage– Take what you’ve learned toyour public, interact with them. Measure– Always go back to your dataand Listen to what it says.

Creating your Brand Voice and buildingyour own Media Newsroom(The Microbes) Creating your own Brand Newsroom

Building your Ecosystem through brandAdvocates

Creating your Brand Voice and buildingyour own Media Newsroom(The Plants) Advertising and your Image– Website– Keep them simple and easy to navigate– Use testimonials from existing customers

Creating your Brand Voice and buildingyour own Media Newsroom(The Plants) Advertising and your Image– Print Advertising

Creating your Brand Voice and buildingyour own Media Newsroom(The Plants) Advertising and your Image– Social MediaUse Appropriate web content and format your existing web and social sites.

Creating your Brand Voice and buildingyour own Media Newsroom(The Plants) Reputation Management– What are people hearing about your brand? Why it’s important – 96% of millenials say their friends are themost credible source of info.

Creating your Brand Voice and buildingyour own Media Newsroom(The Plants)Social Graph Consume– Depends on how well youknow the content creator. Discover– Friends and content theycare about. Engage– Content your friends aretalking about.Interest Graph Consume– Depends on the topic andcredibility of the creator. Discover– Like minded people andcontent you like. Engage– Topical content that likeminded people talk about.

“The Animals”

What if YourResidents wereYour BestMarketers?

Brand Ad-vo-cate (Noun)a brand advocate is a person, or customer who talksfavorably about a brand or product, and then passeson positive word-of-mouth (WOM) messages aboutthe brand to other people.

5 Tips about Resident Advocates#1Know your advocates

5 Tips about Resident Advocates#2You have notbecause you ask not

25% of residents willinvite you into their onlineworld in a positive way

5 Tips about Resident Advocates#3Advocates can change your onlineratings and reviews overnight

Average Breakdown in 20 Markets3 Years of Reviews90 days

5 Tips about Resident Advocates#4Advocates can maximizeyour marketing strategy

Referrals and Renewals2013 Renewals 29% ahead of 2012201220130%20%40%60%80%100%

5 Tips about Resident Advocates#5Advocates are yourcontent creation strategy

Thank you!

Creating your Brand Voice and building your own Media Newsroom (The Microbes) What is your Brand Voice? –Exercise Can you identify your brand in 3 words? What about 1 word? What should your Brand Voice be? –You must determine two things up front. 1. Who it is you wa