1

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

3

Setting The Stage

4

Y’all Are Doin’ More Content• 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 ?!

6

Lots of Roles, One Title

7

Keep Your Eyes On The Prize

8

9

Identify The Gap – Then Fill It

10

And Now It Has a Life Of Its Own

11

… For Real

12

… For Real

13

Recognize

14

How Can You Activate + Make It Work?

15

Listen … Everywhere You CanInternally• Forums• Blog comments• Email submissions• Tech support calls• Sales calls

16

Listen … Everywhere You CanInternally• Forums• Blog comments• Email submissions• Tech support calls• Sales calls

Externally• Facebook• Twitter• Instagram• LinkedIn• Amazon, Yelp, …

17

Look For ‘Action’ Phrases

18

Look For ‘Action’ Phrases• “Can anyone help …”• “Can anyone

recommend …”• “Who is a good ___

for ____ ?”• “This is the best __

for ___”

19

Look For Social Cues + Proof• Likes , +1s

• Comments

• Shares, Pins

• Re-___s

20

Look For Social Cues + ProofUse a Tool To Help

• Likes , +1s

• Comments

• Shares, Pins

• Re-___s

21

Cross-Reference to Validate• Followers

• Days Active

• Index/score

22

Cross-Reference to Validate• Followers

• Days Active

• Index/score

• Follower Wonk

23

Cross-Reference to Validate• Follower Wonk

• Twitonomy

• Followers

• Days Active

• Index/score

24

Cultivate Your Contributors

25

Showcase Really Great Examples

26

The Most People, The Best Ways

27

• 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

29

• Google, and duplicate content• Show ‘right way, wrong way’ example

post • ‘Mom-test’

Avoid The Penalty Box Via Education

30

Set The Bar High

31

• 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

33

What Formats Will You Use?

34

Show The Editing Process

35

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

Keep The Voice In Tact

37

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

38

Share it Liberally

39

Share it Liberally• Just like before: • Get them to

help

• Make them an accomplice to their success

40

Examples

41

42

43

44

45

46

47

48

49

50

51

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

Thanks

• Alan Belniak• @abelniak on Twitter

image sources/credits on next slide

53

Image Sources/CreditsCreator Title of Piece License Notice Link to MaterialKentaro Ohno FUJI ROCK FESTIVAL '12 CC BY 2.0 https://www.flickr.com/photos/inucara/7685577898Lee Adlaf Empty Stage CC BY 2.0 https://www.flickr.com/photos/leeadlaf/3571749634CMI, 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.jpgYan 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.jpgMax Geiger Debork Obama CC BY-SA 2.0 https://www.flickr.com/photos/sleeper-cell/2988617774Cheryl 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/bellatrix6/44394850Trip Advisor Logo Trip Advisor Logo public domain https://commons.wikimedia.org/wiki/File:TripAdvisor_logo.pngAmazon.com Logo Amazon.com Logo CC BY-SA 3.0 https://commons.wikimedia.org/wiki/File:Amazon_logo.jpgYelp Logo Yelp logo public domain https://commons.wikimedia.org/wiki/File:Yelp_Logo.svgWikimedia Foundation Wikipedia CC BY-SA 3.0 https://commons.wikimedia.org/w/index.php?curid=10310401Aimee Millwood (screen print of excerpt) -- https://www.entrepreneur.com/article/278954Mpfisher/Trip Advisor (user page) -- https://www.tripadvisor.com/members/MpfisherAndrew E. Larsen Standing Out In The Crowd CC BY-ND 2.0 https://www.flickr.com/photos/papalars/2959846138A. Strakey Eavsedropping CC BY-ND 2.0 https://www.flickr.com/photos/smoovey/3297533849Aaron & 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

Image Sources/CreditsCreator 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

metricshttp://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/3149799044MarketingProfs MarketingProfs LogoHubspot 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.pngNic McPhee 2008-01-26 (Editing a paper) - 20 CC BY-SA 2.0 https://www.flickr.com/photos/nics_events/2349630839frankieleon 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/64221580MIXEvent 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-successauthor (screenshot) -- --author (screenshot) -- https://www.alignable.com/insights/you-want-to-be-honest-here-s-howauthor (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-teamauthor (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