Marketing Above the Noise is an insightful new book from Linda Popky, award-winning marketing consultant and President of Leverage 2 Market Associates. (Disclosure: I was given a digital copy of the book for review purposes.)
As I was reading the book, I was continually struck by how powerful the idea of true community is, when it comes to getting beyond the frenzy/noise of "the next new thing."
Many marketers are rushing around from app to app or tactic to tactic, trying desperately to get noticed in the midst of the maelstrom.
Popky builds the case for going back to fundamentals in marketing, using concepts that have been successful since caveman days. Stopping the frenzy.
These concepts apply to marketing in general, and to building a successful community in specific:
Understand your target audience and their needs.
Create consistent, focused messaging.
Train and empower your employees to deliver on that message.
You can no longer talk "at" your customers.
Conversations are the starting point. Yes, we need to participate and engage with customers. But we also need to provide useful content (not marketing hype) to those engaging in conversations. And we need to show up in the communities where our audiences are gathering online and off.” Excerpt From: Linda J. Popky. “Marketing Above the Noise.” iBooks.
Here are some key ideas for making sure your online community is not "noise":
Offer opportunities to meet in person (conferences, Tweetups, etc.). Shared experiences are one of the most powerful ways to connect people.
If you're accepting suggestions or feedback, have a process for doing something with the information. Follow up and let the community know when you've taken action on their ideas.
Provide useful answers and information, based on your intimate knowledge of your customers' needs.
Forget the idea of "command and control." Give your members/customers a reason to feel pride and ownership in the community.
Use the data at your fingertips to focus your community. Take the numbers and apply them; don't just pump out reports every week.
Internal engagement is as important as external. Don't let the community be a fiefdom that belongs to one person; get everyone from the CEO to the support staff involved.
Marketing Above the Noise will be very helpful for anyone who is feeling overwhelmed by the social marketing tools and tactics currently available, and wondering where to begin. This well-written guidebook offers a reminder of marketing basics, and then shows a clear path through the noise to business success.
So how do brands work together with consumers to create value in a brand community?
The key to success is to ensure that it’s a two-way street. The brand offers products, benefits, and a platform, and consumers offer innovation, insights, and product co-creation.
The researchers describe four different categories of practice that build value:
Social Networking - members share their behavior and characteristics, and the brand welcomes them, guides them in learning and connecting with other community members.
Brand Community Engagement - the community documents and highlights the personal experiences that members have with the brand’s products.
Impression Management - the community influences the members’ perception of brand activities/events, offers favorable information that can be shared beyond the brand community and evangelized. The community gives a platform for boosting word of mouth, sharing stories, promotional news, and inspiration.
Brand Use - the brand shares information about usage of the brand and responds to community needs/requests to customize the product/brand.
“To achieve value creation for a brand, the initial phase is to figure out the drivers and connection of customer value within the organization and marketplace.”
Learn what creates value for your specific customers.
Then you can bake that into your community strategy, and it will benefit your members as well as your brand.
As of today, we have removed support for signing in to Hoop.la, UBB Forum, and QuestionShark via direct Google sign-in. Previously, there were separate sign-in mechanisms for Google and Google+. One of the benefits of the previous Google sign-in implementation was that it used OpenID 2.0, which meant it required zero configuration for community admins.
Google has deprecated and will soon be removing all support for OpenID 2.0 sign-ins. As a result of this change, it's now impossible to support the zero configuration option for community admins. In the interest of simplifying the configuration options, we are completely removing the standalone Google sign-in option in favor of supporting Google+ as the only Google-enabled sign-in option.
If your site did not have Google sign-ins enabled previously, this change will not impact your community in any way.
If your site did have Google sign-ins enabled previously, any members who have used Google to sign-in will be affected. We have sent automated messages to all affected users of your community to let them know about this sign-in change. We made the process as simple as possible in that we included a direct link to set a new account password in this email for users who have not yet set a password on their account.
Going forward, if you want to support Google sign-ins on your community, you will simply need to use the Google+ sign-in option. You can find this in your control panel under Social Networks. In order to enable Google+ sign-ins, you will need to register your community with Google's APIs via their developer console.
If you have any questions or concerns about any of this, please open a new support topic, and we'll be happy to help you.
We'll be using the Foundation For Sites framework to handle all of the responsiveness. While you do not need to be an expert on responsive design (or Foundation for that matter) to operate your community site, it will behoove you to be familiar enough with it to make sure that your custom header and footer HTML is also responsive (and uses Foundation's classes) so that you don't have a site that is responsive in every way except for the header and footer than you provide.
We'll of course be here to assist you with that transition (and that is also why you will have plenty of time to get your site ready prior to the transition), but if you have some free time, you may want to get acquainted withFoundation. The better you and your team understand it, the better your site's header and footer will be (from a responsive standpoint).
We also plan to use many of Foundation's built-in CSS classes for things like buttons, labels, and nav menus. And in general you will find that the CSS used on each page is much clearer and consistent, with more classes in place simply to make it easier for you to customize specific elements of each page. In fact, each page will have its own unique CSS ID so you can target CSS changes to specific modules or pages.
We're using Foundation's printer-friendly CSS classes to make ALL pages more printer-friendly.
We are decoupling the admin control panel from the main site, from a theme perspective. This means that you will not be able to change the look and feel of the control panel pages themselves, but this will mean that if you accidentally apply some malformed HTML/CSS to your theme or display settings that prevents pages from loading completely, you will still be able to access your control panel to fix it. Since the control panel is only for admins anyway, this seemed like a proper tradeoff.
We are ditching image icons pretty much entirely, in exchange for icon fonts. The advantage here is that icons will always be scaled properly to match the size of the corresponding text, which makes everything more visually appealing, no matter what size fonts you use for your theme. It also means that you can use CSS to change the color (and more) of the icons. Thus, changing the color of all or particular icons is a snap using CSS, with this approach. We'll be usingFont Awesomefor our stock icons, but you could use custom CSS to swap in your own custom font icons, if you want. Thus, there is no loss in flexibility... it's just much easier for you to make stylistic changes to the icons. Theoretically, pages will load faster, as well, with this approach.
Don't let these details scare you in any way. Everything will still be extremely easy to use (in fact, far easier to customize), but I want to make sure that those that care about nitty-gritty details can stay informed as we progress.
Many online communities exist solely to serve a very serious business purpose.
Technical support, communities of practice, employee intranets...all are there for a specific reason that doesn't involve kittens.
Don't you love it when your doctor's office has balloons for your children? When you attend a business conference and they have a photo booth with crazy sunglasses? When you see people enjoying their serious jobs, like this dancing Dover policeman?
Just because your community is serving a serious purpose doesn't mean you can't have a little fun. In fact, getting to know the real people behind the avatars is a solid relationship-building tool. It's much easier to work with Joe from Accounting if you happen to know he's into geocaching.
Here are tips for incorporating some personality in your business community:
Create a special off-topic area, whether it's a "Just Conversation" forum or a "Watercooler" chatroom. They're going to be talking about the latest episode of House of Cards anyway, why not give them a way to do it within your community?
Be sure to set some ground rules and clear expectations, especially if it's a workplace community. Do you want to discourage profanity, political discussions, or non-constructive criticism? State that up-front.
Imagery rules. Make a space for members to share photos and videos of their adventures. Perhaps you could even mix in some corporate event pictures, if you have a company retreat or events away from your workplace. Shared memories are critical to building trust.
Show your corporate personality as well. Try not to hide behind generic avatars and an "Administrator" title. Let the people who are managing the community reveal themselves and become part of the conversation.
Allow the community to name the off-topic area, so that it reflects their shared interests.
Do you run a business community? How do you build relationships between your members?