Building communities that love your brand
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Public relations institute of New Zealand presentation from May 2012, Auckand. -C suite media metrics -Resourcing for social media -Content marketing for direct sales -The power of play for curating engaging content
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Building communities that love your brand
- 1. Creating communities that love your brand May 2012 Auckland
- 2. @xero @cjlambert www.xero.com
- 3. Community • Social objects • Channel strategy • Audience • People • Play www.xero.com
- 4. Investment mix www.xero.com
- 5. Channels and tactics www.xero.com
- 6. Content marketing maturity model www.xero.com
- 7. Resourcing – one day www.xero.com
- 8. Resourcing www.xero.com
- 9. Focus on audience www.xero.com
- 10. Tell your stories www.xero.com
- 11. Social objects www.xero.com
- 12. Xero channels twitter.com/xero www.xero.com Blog.xero.com
- 13. Encourage discussion facebook.com www.xero.com Xero community
- 14. Amplify the audience www.xero.com
- 15. Give to get www.xero.com
- 16. Xero Channels Google + www.xero.com LinkedIn
- 17. People and faces www.xero.com
- 18. Call to action www.xero.com
- 19. Playground www.xero.com
- 20. Playground www.xero.com
- 21. xero.com/careers www.xero.com
- 22. @xero @cjlambert http://courtneylambert.co.nz www.xero.com
Hinweis der Redaktion
- Marketing efforts should be skewed towards Online Video, Social Media, Blogging etc as this will return better bang for buck:Better SEOBetter ROIBetter speed/agilityStronger brand (we will attract customers + staff (top talent) if we are leading the charge in this space)
- Current situation:Our SEO rankings outside of NZ reflect the lack of content being pushed out in new markets (e.g. Xero # of online videos vs. Red Bull!)We have one community manager pushing content (reactively)We are failing to capatilise on events fully (i.e. not taking the opportunity to create content)Opportunity….To create a culture of content.. CONTENT = TRAFFIC = DIRECT SALES
- This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
- Encourage others to share content on their channels by including them
- This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
- This requires a culture shift. What we need from you:Support from the top to make it happenMore resource as requiredAnything else?
- PhotosVideoBe prepared - speaker notes – who’s there we should be talking to/be seen with?
- FlickrPodcasts
- Encourage others to share content on their channels by including them
- Google +
- Encourage others to share content on their channels by including them