Sarah Judd Welch shares insights from the big brands she works with at Loyal, like GE.

1. @sjw / @loyalcx
The Future of Community
for Big Brands
(& WHY YOU SHOULD CARE)

2. @sjw / @loyalcx
SARAH
JUDD
WELCH

3. @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

4. @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

5. @sjw / @loyalcx

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BRANDS

7. @sjw / @loyalcx
WHAT IS COMMUNITY?

8. @sjw / @loyalcx

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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%

15. @sjw / @loyalcx
AND…
source: Salesforce

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FURTHER…
source: UserVoice
5x ROI

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WHAT’S NEXT?
?

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21. @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

22. @sjw / @loyalcx
source: UserVoice & Common Knowledge
COMMUNITY WILL BE
THE NEXT PHASE OF
DIGITAL MARKETING

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source: UserVoice & Common Knowledge
EMPLOYEE COMMUNITIES

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source: UserVoice & Common Knowledge
ore) USER GENERATED CONTE

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source: UserVoice & Common Knowledge
OWNED COMMUNITIES

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source: UserVoice & Common Knowledge
WHY?

27. @sjw / @loyalcx
OYAL’S REVENUE BREAKDOW
Marketing
Product
Innovation

28. @sjw / @loyalcx
WHAT THIS MEANS FOR
YOU

29. @sjw / @loyalcx
PRODUCT
Product Management
User Research & Testing
User Experience
Product Marketing

30. @sjw / @loyalcx
RELATIONSHIP
MANAGEMENT

31. @sjw / @loyalcx
DIGITAL STRATEGY

32. @sjw / @loyalcx
SOFT SKILLS
Managing Up
Translation
Comfort with Ambiguity
Fluency in media

33. @sjw / @loyalcx
GET EXCITED!!!

34. @sjw / @loyalcx
Thank you!
Sarah Judd Welch
sarah@loyal.is