Category Archives: marketing

Community Management by Kate Kendall

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I attended a community management workshop by the lovely Kate Kendall last night. I have worked properly in community management the last 2.5 years, and spent the three years before that dipping my toes in the water and experimenting with various projects I was working on, both on and offline. I’ve learnt all that I know while on the job, through self-initiated research and by getting in touch with some very clever people. Last night was a good way for me to get a bit of grounding on the subject, and listen to the difficulties and obstacles that other community managers have come across in their work.

I definitely got a lot out of the session. Kate and some of the other participants brought up some really interesting thoughts and ideas that helped me think about different and more interesting ways to approach some of the projects that I’m working on at the moment.

Some points that I managed to scribble down between frantic coffee guzzling, nodding and mm-hmming:

  • I always find myself going on about this, and I’m glad that Kate brought it up at the start of her presentation. Social is a medium. It facilitates. The reason behind using social as a medium? Building a rich, and organic community.
  • Understand why people should care about your brand in a cluttered market. What is their motivation?
  • Online vs. offline communities. Working with them as separate entities will hinder a smooth and, again, organic communication flow.
  • Is community management a junior role? A lot of fresh graduates are getting into the scene, but does it take more than owning an active Twitter and Facebook account to do the job well? The consensus was yes: one needs to have a solid foundation in marketing communications and branding to be able to execute effectively.
  • We talked a lot about content curation. In an environment where people are craving quality and rich content amidst so much clutter, it is being exceedingly important to be able to weed out the best stuff. The focus is taken away from creating great content, and from trying to outdo each other. Instead, try paying more attention to opinion leaders and existing ideas and then evaluating, analysing and sharing. Kate’s The Fetch is a fantastic example that I highly recommend.
  • How relevant is your 6 month, 12 month, or 5 year plan in today’s climate? Community managers, and everyone working in the tech industry need to be extremely reactive and adaptive to change.
  • The importance of storytelling. Create a story for your brand, stick to it, and let it grow.

It was definitely an interesting workshop that got me thinking about a couple of things. At the moment, I am managing/developing strategy for three communities: in grassroots sport, music and fashion retail. All three are extremely different in terms of content and communication structure. However, the framework is always the same.

I’m always looking to get involved in anything exciting, creative and innovative. If you think we can do something good together, email or @ me. I’ve got some ideas in the pipeline that I’d love to bring to life (thanks Kate, for inspiring me to get off my bum and get things going!), so if you’re a developer/designer looking to partner up with a strategy dude (read: me) to do something fun, also get in touch.

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Bringing email back

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Five years ago:
If you were anything like me, I would have classed any email that had any inkling of commercial content “spam”. I was strict with my spam filters, and rarely signed up to newsletters, preferring to get my news direct from the source website, rather than have it delivered to me. I had hundreds of important emails to go through a day/week/month and really didn’t want to waste time opening emails about special offers that didn’t really apply to me anyway.

Fast forward to 2011:
Email marketing has come full circle. With progressions in technology and basic email management systems, we consume commercial messaging in a whole different way. Now we want immediate news updates, that is personalised based on our specific likes and dislikes. we embrace targeted messaging, and appreciate when organisations make the effort to analyse their audience in order to deliver the right news to the right people.

Now, I actively sign up to email newsletters, and am a little more open to receiving commercial messaging. I’d blame this on two major factors:

An improvement in email management systems
Email as a technology has been improving slowly through the years. I personally use Google Apps Mail for my personal and work email, and Outlook or Mac Mail as a back-up. Today, I am able to set filters on all incoming mail, and put labels on them. My basic labels are “News” (HuffPost, NYT, TechCrunch), “MarComms” (B&T, CampaignBrief, NorthSocial), and “Shopping” (eBay, Etsy, ASOS). These filtered messages are automatically marked as “read” as they come through my inbox, as they are not priority mail. I can easily check these labels for news updates when I get a spare moment. Unlike five years ago, I am able to customise how I manage my inbox, a far cry from having to delete 30/40/50 unwanted emails a day.

Better segmenting and targeting
Email marketing has had an overhaul in the last few years, with marketers finding new and exciting ways to deliver a message to an audience. The “generic” message doesn’t work any more. Not everyone likes the same things, and not everyone wants to read the same news. I am a 24 year old digital strategist, interested about new media, marketing, food, fashion, music and film, and I receive news that a 24 year old digital strategist, interested about new media, marketing, food, fashion, music and film would be interested to read about.

Especially given the rise of group buying and daily offer type websites (Catchoftheday, GroupOn, Spreets), consumers are wanting latest news and offers delivered to them instantaneously, so that they can check them on their smart phones and purchase on the go. Email marketing does exactly this, with these retailers taking care to segment their user databases based on buying trends and preferences, in order to deliver useful and quality content for each individual.

Do you have an email marketing plan you’d like to share?

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What is a social strategy?

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Social is a buzz word that has been tossed around a lot in recent years. Clients are starting to understand that social is something that is worth getting into and investing in. Lines of communication are evolving and social is increasingly proving itself to be an extremely effective method of delivering a message.

So, now everyone wants a social strategy. Fair enough. But do we actually understand what social means?

Social tools

Social networks like Facebook, Twitter, FourSquare, Tumblr et al. are nothing more than platforms; a medium for the message, a tool that we use to facilitate a flow of communication. These networks modify the way that we deliver a message. From restricting the message to only 140 characters, to offering you the option to customise how you consume information about your friends, family and colleagues.

However, it is easy to forget that these networks are just tools. In no way do or should they define your content, who receives it and how it is received. These social tools are there for you to manipulate to create the best environment through which your message will be delivered.

What is a social strategy?

The manipulation of these social tools is what you would call a social strategy. This involves studying audience behaviour and trends, to completely understand their likes, dislikes, and how they like to receive information. The second step is matching this data with your social tools. Find out the most effective combination. Think big and think broad. Don’t be afraid to colour outside the lines and integrate different tools in order to create a smooth-flowing, cohesive strategy.

Too many businesses are focussing their efforts on the tools and not strategy – creating static accounts and not making the effort to integrate the content. Campaigns like these tend to have very short life spans, with a low brand value in the long term. A carefully and intricately designed social strategy will do quite the opposite, offering long-term brand recognition and the potential to expand from an existing campaign into something bigger and better in the future.

How would you succinctly define a social strategy?

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QR codes

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I’ve been a fairly slow to accept QR codes as a effective (and creative) method of content distribution. For me, personally, I always found it too much of a hassle to install a reader and scan the code, only to get directed to a website. But then I realised that I was being boring, not thinking out of the box, and not seeing the big picture.

There have been some great creative QR code integration, that have allowed me to look at these little bits of graphical code in a completely different light.

Following my previous post about virtual resumes, here’s a good one by Victor Petit, who turned his otherwise boring, two-dimensional resume into a cross-platform, interactive, multi-media masterpiece.

Tesco/Homeplus launched one of the most interesting and engaging uses of mobile web with their subway virtual store in South Korea.

I’m also a big fan of these Victoria’s Secret ad mockups.

These innovative uses of QR codes lets us experience the message, allowing you to interact with the ‘real world’ and the virtual space simultaneously. Think of different and exciting ways to engage your audience through your mobile site. Even better? Relate it to that physical space. Create a new dimension. Deliver.

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Facebook check-in deals

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Finally! Facebook check-in deals has just launched in Australia. I’ve been watching this closely since it first launched in the States last year. Facebook Deals allows businesses to offer users special deals for checking in at specific locations. Businesses have the option of offering users four types of deals:

  • Individual deals (for individual check-ins)
  • Friend deals (for when you check-in with a friend)
  • Loyalty deals (for regulars)
  • Charity deals (for a cause)

Fantastic news for my sometimes-digital marketing self who is torn between wanting to run geo-location campaigns and not wanting to create  more web clutter by making use of multiple platforms (i.e. Facebook + Twitter + FourSquare). I’m sure I don’t need to reiterate to anyone how extensive Facebook’s reach is, as opposed to, say, Twitter and FourSquare. With the introduction of Deals, I can concentrate my efforts on one channel to deliver maximum result, instead of pottering about different platforms and potentially having the core idea or message get lost in translation.

Commonwealth Bank, Westfield and 7-Eleven are already leading the way, and I can forsee how this will continue to grow exponentially in coming weeks/months.

Are you as big a fan of these Facebook check-in deals business as I am?

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