Leveraging User-Generated Content Inside Community Forums
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Both long-form and short-form content have their places, and serve us well. Often times, people clamor to see what the subject matter experts have to say. What do you do when the subject matter experts are your community? How can you harness the power of user-generated content and make that a focal point of your content strategy? In this session, we'll explore some element that make up a good community, how to spur conversations inside that community, foster engagement, and then re-imagine, re-use, and re-cycle that content into something new. (via @abelniak)
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Leveraging User-Generated Content Inside Community Forums
- 1. 0 Leveraging User-Generated Content Inside Community Forums
- 2. What Are We Talking About Today • Setting The Stage • Scouting For Talent • Cultivating Content • Transforming The Humble to the Bold • Q+A 1
- 4. Y’all Are Doin’ More Content 3 • 3 out of 4 of you said you’d do more • But how? source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
- 5. Who Does This?! • This is what it feels like sometimes, amirite ?! 4
- 6. Lots of Roles, One Title 5
- 7. Keep Your Eyes On The Prize
- 8. 7
- 9. Identify The Gap – Then Fill It 8
- 10. And Now It Has a Life Of Its Own 9
- 11. … For Real 10
- 12. … For Real 11
- 13. Recognize 12
- 14. How Can You Activate + Make It Work? 13
- 15. Listen … Everywhere You Can Internally • Forums • Blog comments • Email submissions • Tech support calls • Sales calls 14
- 16. Listen … Everywhere You Can Internally • Forums • Blog comments • Email submissions • Tech support calls • Sales calls 15 Externally • Facebook • Twitter • Instagram • LinkedIn • Amazon, Yelp, …
- 17. Look For ‘Action’ Phrases 16
- 18. Look For ‘Action’ Phrases • “Can anyone help …” • “Can anyone recommend …” • “Who is a good ___ for ____ ?” • “This is the best __ for ___” 17
- 19. Look For Social Cues + Proof • Likes , +1s • Comments • Shares, Pins • Re-___s 18
- 20. Look For Social Cues + Proof 19 Use a Tool To Help• Likes , +1s • Comments • Shares, Pins • Re-___s
- 21. Cross-Reference to Validate • Followers • Days Active • Index/score 20
- 22. Cross-Reference to Validate 21 • Followers • Days Active • Index/score • Follower Wonk
- 23. Cross-Reference to Validate • Follower Wonk • Twitonomy 22 • Followers • Days Active • Index/score
- 25. Showcase Really Great Examples 24
- 26. The Most People, The Best Ways 25
- 27. 26 • Email (1:1, ‘blast’) • Social media (get creative!) • Newsletter (round-up, feature, spotlight) • Community posting (dedicated area) • … The Most People, The Best Ways
- 28. Avoid The Penalty Box Via Education 27
- 29. 28 • Google, and duplicate content • Show ‘right way, wrong way’ example post • ‘Mom-test’ Avoid The Penalty Box Via Education
- 30. 29 Set The Bar High
- 31. 30 • Make a funny guide (if that’s your crowd) • Source from others • Rigid to start, relaxed later • Set the tone early on • This is hard Set The Bar High
- 32. Transform 31
- 33. 32 What Formats Will You Use?
- 34. 33 Show The Editing Process
- 35. 34 Avoid Charlie Brown Christmas Trees • Headers and h1 tags to make content skimm-able • Images and links • Two kinds of ‘readable’ – human and Google
- 36. 35 Keep The Voice In Tact
- 37. 36 Keep The Voice In Tact • Edit titles to be snappy, catchy • Edit h1 tags and headers for skimm-abilty • Clean up typos and proof • Leave the rest in tact
- 39. 38 Share it Liberally • Just like before: • Get them to help • Make them an accomplice to their success
- 40. 39 Examples
- 41. 40
- 42. 41
- 43. 42
- 44. 43
- 45. 44
- 46. 45
- 47. 46
- 48. 47
- 49. 48
- 50. 49
- 51. 50 Wrapping It All Up • What are you capable of, pulse of community • Change how you look, look everywhere • Create the model, help them achieve (because it’ll help you achieve) • Edit, refine, illustrate, show (and lather, rinse, repeat)
- 52. 51 Thanks • Alan Belniak • @abelniak on Twitter image sources/credits on next slide
- 53. 52 Image Sources/Credits Creator Title of Piece License Notice Link to Material Kentaro Ohno FUJI ROCK FESTIVAL '12 CC BY 2.0 https://www.flickr.com/photos/inucara/7685577898 Lee Adlaf Empty Stage CC BY 2.0 https://www.flickr.com/photos/leeadlaf/3571749634 CMI, MarketingProfs B2B Content Marketing 2016 http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf (seen in Pinterest) He Doesn't Reply https://www.pinterest.com/socialmedbeast/social-media-humor/ Kjetil Ree Fedora Hat CC BY SA https://commons.wikimedia.org/wiki/File:A_fedora_hat,_made_by_Borsalino.jpg Yan Arief Purwanto Journalist on Duty CC BY-SA 2.0 https://www.flickr.com/photos/yanrf/1408711192 -- typewriter free stock https://static.pexels.com/photos/25500/pexels-photo-25500.jpg Max Geiger Debork Obama CC BY-SA 2.0 https://www.flickr.com/photos/sleeper-cell/2988617774 Cheryl Heppard Maslows Hierarchy of Marketing Needs http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/ nikoretro Mind The Gap CC BY-SA 2.0 https://www.flickr.com/photos/bellatrix6/44394850 Trip Advisor Logo Trip Advisor Logo public domain https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.png Amazon.com Logo Amazon.com Logo CC BY-SA 3.0 https://commons.wikimedia.org/wiki/File:Amazon_logo.jpg Yelp Logo Yelp logo public domain https://commons.wikimedia.org/wiki/File:Yelp_Logo.svg Wikimedia Foundation Wikipedia CC BY-SA 3.0 https://commons.wikimedia.org/w/index.php?curid=10310401 Aimee Millwood (screen print of excerpt) -- https://www.entrepreneur.com/article/278954 Mpfisher/Trip Advisor (user page) -- https://www.tripadvisor.com/members/Mpfisher Andrew E. Larsen Standing Out In The Crowd CC BY-ND 2.0 https://www.flickr.com/photos/papalars/2959846138 A. Strakey Eavsedropping CC BY-ND 2.0 https://www.flickr.com/photos/smoovey/3297533849 Aaron & Alli Mad-Libs CC BY 2.0 https://www.flickr.com/photos/aaronmerrell/3505635835 -- Buzzsumo screenshot -- http://buzzsumo.com/ -- Followerwonk screenshot -- https://moz.com/followerwonk/
- 54. 53 Image Sources/Credits Creator Title of Piece License Notice Link to Material -- Twitonomy screenshot -- http://twitonomy.com/ Tony Alter Cultivating CC BY 2.0 https://www.flickr.com/photos/78428166@N00/5843035048/ Lee Cannon Georgetown Fire Co., Station 77 CC BY-SA 2.0 https://www.flickr.com/photos/leecannon/6951982788/ -- (outdoor amplifier) shutterstock -- Michael R Stoller Jr Penalty Box CC BY-ND 2.0 https://www.flickr.com/photos/mike_stoller/4613232165/ Jay Baer A field guide to the 4 types of content marketing metrics http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics/7- Sharing_MetricsBoost_SharingWith_a_clear Amanda Cegielski 14-High_Jump CC BY-ND 2.0 https://www.flickr.com/photos/thatpicturetakr/3149799044 MarketingProfs MarketingProfs Logo Hubspot Hubspot Logo -- (butterfly transformation) shutterstock -- Robinseed Content Marketing Periodic Table CC BY-SA 4.0 https://upload.wikimedia.org/wikipedia/commons/6/63/Content_Marketing_Periodic_Table.png Nic McPhee 2008-01-26 (Editing a paper) - 20 CC BY-SA 2.0 https://www.flickr.com/photos/nics_events/2349630839 frankieleon Charlie Brown Christmas CC BY 2.0 https://www.flickr.com/photos/armydre2008/5272906580/ David Weekly Translator Booths @ WSIS CC BY 2.0 https://www.flickr.com/photos/dweekly/64221580 MIXEvent Clint Rutkas and the 2 Coding4Fun Robot CC BY 2.0 https://www.flickr.com/photos/mixevent/4436714064/ author (screenshot) -- https://www.alignable.com/insights/whats-been-your-small-business-secret-to-success author (screenshot) -- -- author (screenshot) -- https://www.alignable.com/insights/you-want-to-be-honest-here-s-how author (screenshot) -- https://www.alignable.com/insights/whats-an-appropriate-base-salary-for-a-sales-person-who-contacts-warm-leads author (screenshot) -- https://www.alignable.com/insights/how-to-build-and-maintain-your-dream-team author (screenshot) -- https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers author (screenshot) -- https://www.alignable.com/insights/social-media-decoded-simple-tips-for-what-to-post-where
Editor's Notes
- https://www.flickr.com/photos/inucara/7685577898
- https://www.flickr.com/photos/leeadlaf/
- PART 0: SETTING THE STAGE Content is important to you and your organization – you wouldn’t be attending this otherwise How ‘bout some science to back it up? Here is some CMI and MarketingProfs data, on the state of the state – B2B 2016 Trends ¾ of you all planned on spending more in 2016 than 2015 source: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
- Who manages all that? A content manager, that’s who In many organizations, it’s a full time job
- Who manages all that? A content manager, that’s who In many organizations, it’s a full time job For some, it’s only part of what they do, so it adds up It *isn’t* surfing the Internet all day on social networks, Part time detective, part time journalist, part time writer, part time baker Fedora: https://commons.wikimedia.org/wiki/File:A_fedora_hat,_made_by_Borsalino.jpg Journalist: https://www.flickr.com/photos/yanrf/1408711192 Typewriter: https://static.pexels.com/photos/25500/pexels-photo-25500.jpg Swedish chef: https://www.flickr.com/photos/sleeper-cell/2988617774
- Keep Your Eye on The Prize – this is all about the consumer We might have our favorite trends, ideas, themes, and so on … but this is for the customer/client/member/user We can push what we want ... But if its not what they want, it wont work. Source: http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
- Keep Your Eye on The Prize – this is all about the consumer We might have our favorite trends, ideas, themes, and so on … but this is for the customer/client/member/user We can push what we want ... But if its not what they want, it wont work. Source: http://www.cherylheppard.com/maslows-heirarchy-of-marketing-needs/
- Start by identifying that gap. We can ask, survey, poke, prod, and probe We can also see what they produce when left to their own devices, and use that as a social cue / signal source: https://www.flickr.com/photos/bellatrix6/44394850
- It started way back in history with some sweet amazon and youtube reviews And now it has a life of its own… Trip advisor - https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.png Amazon.com - https://commons.wikimedia.org/wiki/File:Amazon_logo.jpg Yelp - https://commons.wikimedia.org/wiki/File:Yelp_Logo.svg Wikipedia - By Wikimedia Foundation - Wikimedia Foundation, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=10310401
- https://www.entrepreneur.com/article/278954
- https://www.tripadvisor.com/members/Mpfisher
- https://www.flickr.com/photos/papalars/2959846138
- https://www.flickr.com/photos/smoovey/3297533849
- Look for action phrases and triggers like … and … Look for social cues - like likes, shares, and comments Cross-reference these names on/in other places
- Look for action phrases and triggers like … and … Look for social cues - like likes, shares, and comments Cross-reference these names on/in other places Google analytics to see incoming / referral traffic sources
- https://www.flickr.com/photos/aaronmerrell/3505635835
- https://www.flickr.com/photos/aaronmerrell/3505635835
- https://www.flickr.com/photos/aaronmerrell/3505635835 Note: not just positive interactions – look for non-favorable as well – it’s a signal of interest
- Buzzsumo.com
- Follower count does not confer authority – its just one part of many of a signal
- http://buzzsumo.com/ https://moz.com/followerwonk/ http://twitonomy.com/
- http://buzzsumo.com/ https://moz.com/followerwonk/ http://twitonomy.com/ And Traackr and others
- https://www.flickr.com/photos/78428166@N00/5843035048/in/ “train and cultivate” and “lead by example”
- https://www.flickr.com/photos/leecannon/6951982788/ Show the best work – show what it looks like Set the tone Helps avoid mediocre work Allude to it in submissions
- Image: shutterstock a distribution mechanism that reaches the most people email, social media, newsletter, community posting, etc. (note that in an active community, the size is dynamic, so you might need to re-send/share/post this multiple times)
- a distribution mechanism (or mechanisms) that reaches the most people
- source: https://www.flickr.com/photos/mike_stoller/4613232165/ You AND them You: google Them: google, poor quality
- http://www.slideshare.net/jaybaer/a-field-guide-to-the-4-types-of-content-marketing-metrics/7-Sharing_MetricsBoost_SharingWith_a_clear consider creating a ‘right way, wrong way’ make a guide, but make it funny (if that’s your crowd) make it human readable (a la Jay Baer)
- https://www.flickr.com/photos/thatpicturetakr/3149799044
- https://images.studentuniverse.com/new/suwebui/photos/marketing/marketingprofs-logo.png https://www.seeklogo.net/wp-content/uploads/2015/10/HubSpot-logo-vector-download.jpg consider creating a ‘right way, wrong way’ make a guide, but make it funny (if that’s your crowd) http://socialmedia.biz/social-media-policies/ http://www.marketingprofs.com/write-for-us https://blog.hubspot.com/guest-blogging-guidelines set up a set of editorial guidelines stick to them. rigid to start, more relaxed later set the tone for community early. can always relax quality and submission guidelines - hard to do it the other way around note: this is hard. this is not easy.
- shutterstock
- https://upload.wikimedia.org/wikipedia/commons/6/63/Content_Marketing_Periodic_Table.png https://commons.wikimedia.org/wiki/File:Content_Marketing_Periodic_Table.png
- https://www.flickr.com/photos/nics_events/2349630839 show the editing process to the submitters; show the redlining so they can see what you want and don’t want tell a submitter what you changed and why you changed it
- https://www.flickr.com/photos/armydre2008/5272906580/
- https://www.flickr.com/photos/dweekly/64221580
- https://www.flickr.com/photos/armydre2008/5272906580/ edit titles to be snappy, catchy edit h1 tags and headers for skimm-abilty clean up typos and proof leave the rest in tact
- https://www.flickr.com/photos/mixevent/4436714064
- https://www.flickr.com/photos/armydre2008/5272906580/ Email (1:1, ‘blast’) Social media (get creative!) Newsletter (round-up, feature, spotlight) Community posting (dedicated area) … Get them to help Make them an accomplice to their success
- https://www.alignable.com/insights/whats-been-your-small-business-secret-to-success
- https://www.alignable.com/insights/you-want-to-be-honest-here-s-how
- https://www.alignable.com/insights/whats-an-appropriate-base-salary-for-a-sales-person-who-contacts-warm-leads
- https://www.alignable.com/insights/how-to-build-and-maintain-your-dream-team
- https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers
- https://www.alignable.com/insights/what-is-your-favorite-social-platform-to-connect-with-your-customers
- https://www.alignable.com/insights/social-media-decoded-simple-tips-for-what-to-post-where
- http://www.twitter.com/abelmniak