COMMUNITY MANAGEMENT Judi Samuels judi@lemontwistmarketing.com www.lemontwistmarketing.com @chieflemonhead

Community���A group of people living together in the same place or having a particular characteristic in common

Traditional demographics §  Address §  Age §  Gender

§  Education

§  Employment/Salary

§  Nationality

§  Ethnicity §  Family/Marital status

Community���A feeling of fellowship with others, as a result of sharing common attitudes, interests and goals.

What unites your community?

Values. Beliefs. Behaviours. Passion.

Online community traits Active members of online communities share common beliefs, behaviours and value systems. They participate in community rituals: weekly chats, sharing best practices, referring, and engaging in dialogue.

Communities §  Connect people §  Connect people based on passions,

interests, common bonds §  Connect strangers who share those passions,

interests, common bonds §  Share values and beliefs §  Protect and defend members of the

community

Isn’t that what traveling is about? Traveling is not about things, it’s about discovering places that have meaning & meeting the people that shape those places. It’s about being a part of new communities.

Goals and value of community

Goals of community

§  Connect with people §  Make them happy §  Make them stay

Value of community §  It costs 80% less to retain a customer than to acquire a new one §  Increasing customer retention rate by 5% can increase profits by

up to 95% over the long-term (Harvard Business) §  Increased engagement on community sites can

result in up to 25% increase in revenue (Marketing Science Institute)

§  Friend recommendations are the number one influencing factor in purchase decisions (Brand Advocate, Rob Fuggetta)

What to do

ONLINE RELATIONSHIP ≠ TRANSACTION Online, consumers give you their time, invite you into their communities and expect more than a sales pitch.

How not to miss the connection

§  Humanize your brand, your destination §  Travel is about an emotional experience

& human connection §  Emotion leads to passion & loyalty

§  Passion = micro-community §  Loyalty à value

Social is a tool §  Build trust & confidence §  Show commitment to the community §  Nurture relationships

§  Expand reach

“Doing” social media Well

§  Have a plan §  Identify objectives and measurable goals §  Allocate resources

§  Understand the market §  Enhance the experience §  Stay committed §  Be relevant

Start with goals § What do you really want to achieve?

§  The answer must go beyond transactions

§ Who do you really want to connect with? §  Existing and new audiences

§ How do you want to position your brand? §  The answer must connect to the audience

§ What do you want to say? §  The answer must drive back to business objectives

SET GOALS THAT ARE MEASURABLE

Perform a social audit § Analysis of competitors §  Identification of what's working, what's not §  Identification of existing social audience

§  Is it different from your desired audience? §  How can you increase your desired audience without alienating your

existing audience? § Always ask, "why do we do it this way?” § Your audit SHOULD guide your strategy All this data exists in the social sphere, you just need to know where to

look

Social audit

Social audit

Page growth

Audience

§  Usage and engagement highest between 6pm and 8pm §  Monday has the highest engagement

Content engagement

Insights Create visual content for a mid-30s male audience. Distribute more volume on Mondays, and most important messages should be delivered between 6 and 8pm. Create content that is connected to a male LGBT market.

Create content that promotes “escaping your everyday”.

Create content that is related to warm weather, culture and events.

What about communities?

Audience § Over 100,000 players world-wide § Representation from over 100 countries § At least 1 Munzee deployed on each continent (including

Antartica) § App is available for iPhone, Android and Windows phone

§ Most used smartphone: iPhone with Android a close second

Who is currently playing? § Geo-cachers, hikers, waymarkers §  Interest in science, engineering and technology § Gen X, families

§ Male skew

Social profile overview

Social network Followers/Friends Level of engagement Facebook 10,926 High Twitter 2,461 Moderate

Google+ 351 High Instagram 267 Moderate

Pinterest N/A High

Insights

Munzee has an opportunity to connect with the player-created communities on Pinterest and Instagram. Additionally, Munzee could foster further engagement through their own additions in these communities and platforms. As a potential partner of Munzee, the opportunities to connect to this community are unique: from linking to smartphone communities, to academic communities and business loyalty programs.

What did we learn?

Lessons

§  Be committed to the market §  Participate in the community §  Nurture the relationship §  Use social media to build trust and

confidence

Be sociable §  Social Media enhances the relationship with

the customer, if you do it well - and within the context of the channel.

§  Challenges:

§  It’s (still) New §  Fast evolving §  Difficult (but not impossible) to calculate ROI §  Define your goals

Don’t get trapped

Too many brands get stuck trading long-term loyalty for short term ROI.

The last word(s) §  Know the micro-communities

§  Understand your audience’s context. Leverage the convergence between your brand & their context

§  Participate & nurture §  Create & deliver relevant content. Connect on a relevant and emotional

level & deliver on your promises

§  Extend & build loyalty §  Take your brand experience to the community. And, care. Care deeply.

Care genuinely §  And make sure your teams deliver the love

COMMUNITY MANAGEMENT Judi Samuels judi@lemontwistmarketing.com www.lemontwistmarketing.com @chieflemonhead