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Twitter Chat: Community Building For Brands: Why It's Important & How To Do It - Transcript & Summary

Twitter Chat: Community Building For Brands: Why It's Important & How To Do It - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 16th January 2018.

Madalyn Sklar hosted a Twitter Chat with Nichole Elizabeth Demere around the topic of “Community Building For Brands: Why It’s Important & How To Do It”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Shonali Burke – Founder of the Social PR Virtuoso & Growth Strategist Consultant
Date & Time: Tuesday, 23th January 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Nichole Elizabeth Demere.

From the CEO Questions:

  1. How has ManageFlitter nurtured and grown its online community?

Guest Questions:

  1. Why is it important to have a strong online community?
  2. What are the benefits of building an online community?
  3. How do marketers ensure they are building the right kind of community for their brand?
  4. In what ways can marketers leverage existing fans & followers to grow their community?
  5. How can marketers initiate conversations online? Do you have any practical examples?
  6. Many brands also have offline communities. Is it possible to merge the two? If so, how?
  7. Generosity is important in all relationships. How can marketers express thanks to their community?

From the CEO Questions:

Q for @Ke_Ga) How has ManageFlitter nurtured and grown its online community? #SocialROI pic.twitter.com/lCvGC7r6Hg
— ManageFlitter (@ManageFlitter) January 16, 2018

CEO Answers

A1. In the early days of ManageFlitter we engaged very actively with our users via email, Twitter, Blog posts & webinars.
Our users helped to define & evolve our product.
#SocialRoi https://t.co/T39vFKgUnX
— Kevin Garber (@Ke_Ga) January 16, 2018

A2. Staying so close to our users became more challenging as we grew.#SocialRoi https://t.co/T39vFKgUnX
— Kevin Garber (@Ke_Ga) January 16, 2018

A3. Last year we made more of a conscious effort to re-engage with our users and maintain constant dialogue. Eg we launched the #SocialRoi Twitter chat.#SocialRoi https://t.co/T39vFKgUnX
— Kevin Garber (@Ke_Ga) January 16, 2018

A4. It is something I personally enjoy – chatting with our users and getting feedback about our product & the industry. #SocialRoi https://t.co/T39vFKgUnX
— Kevin Garber (@Ke_Ga) January 16, 2018

A5.Ultimately we would like to create a FB Group or Slack Channel for some of our most active users to share industry knowledge and the like with each other, and have the ManageFlitter team contribute. Provide our users with easy access to our team outside of support. #SocialRoi https://t.co/T39vFKgUnX
— Kevin Garber (@Ke_Ga) January 16, 2018

A6. We have a lot of users and are part of a very vibrant industry – there is lots of opportunity for us to create community out of this context which will benefit our users and our product. #SocialRoi https://t.co/T39vFKgUnX
— Kevin Garber (@Ke_Ga) January 16, 2018

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Guest Questions:

Q1: Why is it important to have a strong online community? #SocialROI pic.twitter.com/6Ku3mPxawQ
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A1: 1/2 Building a #community around your product can be both a quick win and longer term customer retention strategy. They’re easy to create—as simple as a setting up a Slack channel or Facebook group. #SocialROI https://t.co/OTbJIZw2Fm
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A1: 2/2 Plus, they’re a powerful asset not only for customers, but also for your marketing, support, success, and product teams. #SocialROI https://t.co/OTbJIZw2Fm
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

Having a strong online community builds brand authority! When you are trying to get a new client, land a speaking gig, or sell a new product having a powerful online presence is important! #socialroi
— Chelsea Krost (@ChelseaKrost) January 16, 2018

A1: So much of our lives happen online now, and people go there for support. An online community is made up of people from all over the world, not just your neighbors. And I think that’s pretty cool. #SocialROI
— Danielle Mamagona (@PokeyLuWho) January 16, 2018

A1 – A strong online community become a close knit network in which to discuss new ideas, test things out and get honest, real time feedback. Your community will be your biggest cheerleaders and advocates for your brand/business #SocialROI
— Louise Upchurch (@Loulou_Uberkirk) January 16, 2018

Community is the backbone of your social media presence. Without it (community) all you have is useless numbers. Having a community is when you have go-to, loyal followers that are taking the time to promote you organically.#SocialROI
— Gil Media Co. (@GilMediaCo) January 16, 2018

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Q2: What are the benefits of building an online community? #SocialROI pic.twitter.com/BHlHSudKvo
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A2: 1/3 Above all else, communities are a way to prove that you really are customer-centric— #SocialROI https://t.co/22XCNcvvWG
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A2: 2/3 because the whole point is that you’re right there to answer their questions, share ideas with them, listen to their suggestions, and give them a place to communicate with each other about how they’re using your product. #SocialROI https://t.co/22XCNcvvWG
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A2: 3/3 Community benefits broken down by customer and company. #SocialROI pic.twitter.com/atGhLQbYxB
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

A2 – The benefits of building an online community are advocacy, engagement, feedback, real time conversations and authentic relationships #SocialROI
— Louise Upchurch (@Loulou_Uberkirk) January 16, 2018

A2: you can learn so much from an online community! Your “circle” expands across countries, cultures, and even languages, giving you incredible insights and thought-provoking convos. You can connect with people that you never thought possible #socialroi https://t.co/nblPT90Nqv
— Misty Ahmadi (@heytheremisty) January 16, 2018

A2: Benefits of an online community are that someone is there, 24/7. Whether it’s a hobby community, or a brand community, the chances of getting help, support, recognition, etc. from someone in your online community at any time of the day are pretty high. #SocialROI
— Danielle Mamagona (@PokeyLuWho) January 16, 2018

A2C. It will make your work more fulfilling because you are uplifting your audience and they will feel ready to do business with you at their appropriate time #socialroi
— Cheval John (@chevd80) January 16, 2018

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Q3: How do marketers ensure they are building the right kind of community for their brand? #SocialROI pic.twitter.com/SZnlMMvCwV
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A3: 1/3 You need every member of your team to understand what your community is—and, just as importantly, what it isn’t. #SocialROI https://t.co/vx31OoMwEC
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A3: 2/3 @ProdPad’s Slack community works because they’re 100% committed to transparency and welcome the customer into their process. #SocialROI pic.twitter.com/aSFqmsGtNr
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A3: 3/3 Yes, you’re doing this to drive retention and referrals. But if you aren’t primarily doing this to help your customers succeed with your product, you won’t achieve either of those outcomes. #SocialROI https://t.co/vx31OoMwEC
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

A3. Having a full grasp of who the target audience is key. Next: build, schedule and adjust content based on constant analytics review. But everything should be framed around the niche target audience communication needs. #socialROI
— Sarah Stahl (@Mrsdstahl) January 16, 2018

A3: take a look at your audience and who is sharing your content. If your audience doesn’t match your ideal customer, run a social audit. Be sure to always share #usergeneratedcontent from your loyal clients and who you want as a client. #SocialROI
— Julie Lichtenberg (@jalichtenberg) January 16, 2018

A3. Are people sharing your content with others within their own community? That should be the measurement if you have a community or just followers. It takes a lot longer to organically grow a community if you aren’t turning to your small fan club for advocacy.#SocialROI
— Gil Media Co. (@GilMediaCo) January 16, 2018

A3.
Check out where your users/customers already hang out and draw inspiration from there.#SocialRoi https://t.co/onmcEnXDkA
— Kevin Garber (@Ke_Ga) January 16, 2018

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Q4: In what ways can marketers leverage existing fans & followers to grow their community? #SocialROI pic.twitter.com/aU2tVRr3sb
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A4: Personalized, genuine one-to-one outreach with people who are your ideal community members is a good start. This is one way @KiraHug grew The Copywriter Club on Facebook. https://t.co/gY8SPWkuIf And being unique, of course. #SocialROI pic.twitter.com/26EAysbxFH
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

A4.
– Deepen existing relationships w/ fans. Make them feel appreciated.
– Engage in one-on-one chats w/ them.
– Seek their feedback
– Encourage them to share your products/services #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) January 16, 2018

A4 Marketers can ask fans and followers for permission to publish unsolicited endorsements. That might encourage more similar contributions and word-of-mouth referrals at the right price: nothing. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) January 16, 2018

A4: A community already likes you. If you ask for their feedback, they’ll give it. People LOVE when a brand reaches out to them (I know I do!) and they’ll be excited to be involved in whatever you’re doing. #SocialROI
— Danielle Mamagona (@PokeyLuWho) January 16, 2018

A4B. I think too they can interview some of their most loyal fans via live streaming or even a podcast #socialroi
— Cheval John (@chevd80) January 16, 2018

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Q5: How can marketers initiate conversations online? Do you have any practical examples? #SocialROI pic.twitter.com/czXqHQvDId
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A5: 1/2 I recommend checking out @Intercom’s book “On Customer Engagement” on ways to engage your brand’s followers, even outside of your community. https://t.co/UnLdDFlvdM #SocialROI pic.twitter.com/nJVswG3ghb
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A5: 2/2 “Customer engagement is the key to happier, more active users of your product. This book provides actionable messaging strategies to help you drastically improve customer engagement and grow your business.” – @intercom #SocialROI pic.twitter.com/Ip8Y17ozG2
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

A5. Marketers can initiate conversations with their community by:
– Hosting webinars, livestream videos
– Twitter chats
– Asking questions
– Conducting surveys
& encouraging participation in all of these. #SocialROI
— Kate Frappell (@katefrappell) January 16, 2018

A5 You know all of those random National Days? They might be silly, but they are a great way to start conversation! I recently posted for #NationalHatDay and asked people to comment with a picture in their favorite hat! #SocialROI
— Chelsea Krost (@ChelseaKrost) January 16, 2018

A5: I’ve always loved @BenefitBeauty presence on social. They ask users directly what they’re interested in seeing in their live shows or content, and share tons of UGC. They’re showing that they listen to customer responses and aren’t just asking for input to ask. #SocialROI https://t.co/L3Dsbw214N
— Misty Ahmadi (@heytheremisty) January 16, 2018

A5.
– Be better at understanding the analytics & insights of your content.
– For eg, who watched your FB live videos to the end =>engage w/ those people & ask them Qs#SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) January 16, 2018

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Q6: Many brands also have offline communities. Is it possible to merge the two? If so, how? #SocialROI pic.twitter.com/shlGYUO8oJ
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A6: 1/3 Yes, @VervoeHQ is doing this. “We think about audience building a bit differently. Rather than making people come to us in a traditional sense, e.g. ‘join our FB group’, we come to them but still unit people around a common interest, passion, belief or value.” #SocialROI https://t.co/MZxLknnFep
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A6: 2/3 “Online we do this by initiating debates on things we care about. While we do this on multiple forums, often the same people engage.” #SocialROI https://t.co/MZxLknnFep
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A6: 3/3 “Offline we spend time where our customers are, i.e. in co-working spaces, startup events and even cafes. Even though this transcends physical boundaries, we know our tribe and we maintain a consistent dialogue around the things we all care about.” – @OmerMolad #SocialROI https://t.co/MZxLknnFep
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

A6 Absolutely. Host IRL events for online fanbase to meet and connect in person, builds a connected tribe. #socialroi
— Sara Hodge (@SaraHodgeDgital) January 16, 2018

A6.
Community meet-ups can be great. Sometimes something as simple as pizza, beer and an interesting speaker can really create a night of great value.#SocialRoi https://t.co/GOelAj7PQT
— Kevin Garber (@Ke_Ga) January 16, 2018

A6 Online-offline community merger is essential as part of your overall marketing strategy. That assures you speak with one voice and not managing different brand personalities, which confuses customers and brand alike. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) January 16, 2018

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Q7: Generosity is important in all relationships. How can marketers express thanks to their community? #SocialROI pic.twitter.com/zkYWq6e8sD
— ManageFlitter (@ManageFlitter) January 16, 2018

Guest Answers

A7: 1/4 One of the ways we’ve shown gratitude at @ZestisApp is by featuring members of our community (Zesters) throughout our content and social media. #SocialROI https://t.co/9YThErfkRc
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A7: 2/4 We were recently featured in an @Inc article by @tpopomaronis, in which we offered a shout out to @Sam___Hurley, @ErikHarbison, @ericosiu, @HaileyFriedman, @MassimoCw, @ronsela, and @TaruBhargav for their contributions to the @ZestisApp community. #SocialROI https://t.co/9YThErfkRc
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A7: 3/4 You can see that here: https://t.co/hf349HClrD #SocialROI https://t.co/9YThErfkRc
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

A7: 4/4 We also have 78 members in our user advisory board at @ZestisApp. They get to know our product roadmap, articles we write, get involved in the design of our internal web pages, and more. This is also how we created Content Boost: https://t.co/AVAoghOlHa #SocialROI https://t.co/9YThErfkRc
— Nichole Elizabeth (@NikkiElizDemere) January 16, 2018

Other Answers

A7: I think sometimes we get too wrapped up in making money in the short term that we lose sight of the long-term ROI if you GIVE your audience something without asking for anything in return. At the end of the day, marketing is all about reciprocity. #SocialROI
— Maria Marchewka (@_MariaMarchewka) January 16, 2018

A7.
For a company to see and treat their users/customers as people and not just economic units gets noticed. A “heartful” approach comes through and the community appreciate it.#SocialRoi https://t.co/NKirsHy0Ns
— Kevin Garber (@Ke_Ga) January 16, 2018

A7 Thank the community by showcasing them, sharing their content, personalised messages, special offer/discounts, access to exclusive content etc #SocialROI
— Louise Upchurch (@Loulou_Uberkirk) January 16, 2018

A7 Marketers can express thanks with promotions or giveaways. However, a more efficient payoff might be simple recognition. People love to see names — theirs and others. A heartfelt thanks goes a long way and can pay it forward. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) January 16, 2018

A7. There are so many ways to go above and beyond. I just suggest getting creative and doing it as often as possible. Customer spotlights and birthday wishes are a great way to get started. #SocialROI pic.twitter.com/HTwUTUOwAZ
— Sarah Stahl (@Mrsdstahl) January 16, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 23th January 2018, 5.00pm EST.

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