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Who Is Amy Vernon?

I do stuff on the Internet

• 20 years as a newspaper reporter, editor and blogger

• Top female submitter of all time on Digg.com

• Consultant to the stars (OK, not really, but I’ve worked with lots of companies & publishers, including AOL, VentureBeat, and Dailymotion.

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Community Rules on Social Media

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Baby Steps First

• Resist the urge to go everywhere at once.

• Who is your audience?

• Who else is your audience?

• Where are they?

• Go there. Not the other place.

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Research, Research, Research

• Why did people follow you?

• Why did you follow them?

• What are they interested in?

• Who else do they follow?

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Photo by Moridin_ via Flickr Creative Commons

Tools

• Knod.es

• Nimble

• Twtrland

• Traackr

• Little Bird

• Followerwonk (Moz)

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Photo by Paul Cooper via Flickr Creative Commons

Best Practices Are Just the Beginning

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Dilbert strip, Sept. 3, 2008

Cultivating Community

• Going to where your audience/community –just the first step.

– Engage in conversations

• Twitter chats

• Google Hangouts

• Facebook conversations

• Livefyre Q&As

• Where they’re talking, you should be talking

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Photo by F. Gopp via Flickr Creative Commons

Growing Community

• Once you’ve actually talked to people, start following

• See who they’re following. Maybe they’re interesting, too?

• Curate content appropriate to these peoplecommunity.

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Photo by Seer Snively via Flickr Creative Commons

Growing Community

• Set a daily routine

– Start slow, 10 minutes per day

– One day, find new people toengage with

– Next day, engage with some ofthose people

– Set an initial goal of 5 new engagements per week

– Work your way to 5 new engagements per day

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Photo by Steve Tannock via Flickr Creative Commons

Automation ≠ Bad

There’s a difference between this:

And this:

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R2D2 via Star Wars EncyclopediaCylons photo via SyFy Cylon Gallery

Automate Work, Not Engagement

• Reminders, schedules, moving content from one spot to another.

– Nimble, for automated reminders to re-engage.

– IFTTT to automate transfer of content from source to Tweet buffer or elsewhere.

– BufferApp to automate your posting schedule, to keep the momentum going.

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You don’t own your community

Your community owns you.

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Case In Point: Corning

• Corning’s this company that makes industrial glass.

• They made a cool video that people really loved.

• It broke all the “rules” by being too long, not being funny, having branding in the corner and stuff like that.

• It broke all the records.

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A Day Made of Glass

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22,399,400 views on YouTube as of late October.

So Then What?

• The video started going viral about 3 weeks in

• Got millions of views through organic sharing

• The watermark? Even if it got repurposed, branding would still be there.

• Community grew up around the video.

• Corning realized it no longer “owned” the video.

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Huh?

• Corning recaptionedit into Chinese (two dialects),Japanese, and Spanish.

• Provided an uncaptioned version; fans translated it into other languages, including Greek.

• Fans remade it at different speeds, including one to the Benny Hill theme song.

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Yeah, And?

• It was so popular, they made a sequel.

• In multiple languages.

• A sequel.

• To what was, basically, a commercial.

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By the Numbers

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In the second half of 2012, Corning’s social channels:

• Facebook: 10K+ likes (Now 11K+)

– 20% increase in followers

• Twitter: 6K likes (now 7K+)

– 18% increase in followers

• YouTube: (now) 34K+ subscribers

– 48% increase in subscribers

Source: Corning Case Study Slideshare from Blogwell, April 2013

They Got It

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So Can You

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Thanks and Keep In Touch

amy@amyvernon.net

www.amyvernon.net

www.Facebook.com/AmyVernon

www.Twitter.com/AmyVernon

plus.google.com/u/0/+AmyVernon