This was originally presented as the closing keynote at the APPA National Conference in Chicago on July 27, 2011. For more information, please check out http://www.nickwestergaard.com

1. BUILDING COMMUNITY
WITH SOCIAL MEDIA
Nick Westergaard | July 2011

2. COMMUNITY

3. BRAND DRIVEN

4. 1,500

5. 500 billion

6. BRAND
DRIVEN
COMMUNITIES

10. photo via Fran Simo / Flickr

11. photo via philiphubs / Flickr

13. photo via feastoffun.com / Flickr

14. photo via Thomas Hawk / Flickr

16. $500 MILLION
raised online from 3 million donors
— most less than $100

17. 35K
online groups formed

18. 400K
blogs posted

19. 1,800
videos posted to YouTube with
over 50 million views

20. 6 million
Facebook supporters
– most popular FB page

21. 6 TRAITS

22. MOTIVATED
BY MASLOW
photo via jeffeaton / Flickr

23. photo via Kilgub / Flickr

24. SOCIAL

25. GATHER
OFFLINE
photo via Wajimacallit / Flickr

26. HELP EACH
OTHER
photo via Jonathan Cohen / Flickr

27. photo via C! / Flickr

29. TOP BRANDS BY NUMBER
OF FACEBOOK FANS
Source: Advertising Age

30. AWARENESS

31. DONATIONS

32. HOW?
BRAND
DRIVEN
COMMUNITY
BRAND
TRADITIONAL
SOCIAL
MEDIA ISSUE MEDIA
MESSAGE

33. TODAY
- Brand — Who You Are?
- Message — What You Say?
- Social Media 101 (BDC)
- Putting It All Together – People
- QA

35. NickWestergaard.com

36. BRAND

37. “THE REALITY OF THE NEW MEDIA WORLD ...
...is that if your brand does ... it can become irrelevant.
not have a belief, if it does It can be ignored, or even
not have a soul and does become a focal point for
not correctly architect its online contempt.”
messages everywhere it
touches consumers ... – Lee Clow

38. BRAND DNA
- Who you are
- What you say
- What you stand for

40. CASE STUDY

41. CREATION STORY

42. CREED

43. ICONS

44. RITUALS

45. PAGANS

46. SACRED WORDS

47. LEADER

48. NEED THESE ELEMENTS
PACKAGED UP

49. MESSAGE

50. AIDA
Attention | Interest | Desire | Action

51. AISA
Attention | Issue | Solution | Advocacy

52. ATTENTION

53. ATTENTION = STORIES

54. ISSUE
DIAGNOSE
THE PAIN

56. SOLUTION =
DEMONSTRATE GAIN

57. It is less costly
to intervene
earlier rather
than later
The average cost to
incarcerate someone in Iowa is
$31,517 per year where as the
average cost of mentoring
someone in the Children of
Promise programs is just
$1,133 per year. Prevention
can reduce our tax burden.

58. ADVOCACY =

59. WRITE A LETTER
DONATE NOW
ACTION!
GET INVOLVED
OLUNTEER TODA
TTEND AN EVEN

60. HOW WE DELIVER THE MESSAGE?

61. SOCIAL
MEDIA

64. COMMUNITY
BUILDING CONTEXT
photo via Pat Scullion / Flickr

65. YOUR
WEBSITE
photo via JimmyWayne / Flickr

67. TIP!
ADD A BLOG
TO YOUR
WEBSITE

68. POLICY LEADERSHIP

69. Helps with search

70. EASY TO UPDATE

71. NEXT STEPS
- Build a hub
- Add a blog
- Publish often
- Share across social networks

72. 750+ MILLION USERS
Fastest growing demographic is women over 55

73. photo via xcode / Flickr

76. SHARE
photo via furiousgeorge81 / Flickr

77. FIND
relevant
content
photo via andercismo / Flickr

82. FUN WITH AVATARS

83. FUN WITH AVATARS

84. NEXT STEPS
- Create a Page
- Like stuff
- Share stuff
- Converse/repeat
- Drive traffic to web

85. 200 MILLION USERS
... and growing!

86. AUDIENCE POLL

87. WHAT ARE PEOPLE TWEETING?
Pointless Babble
Conversational
Pass-Along Value
Self-Promotion
News
Spam 4% 4%
6%
9%
40%
38%
Source: Pear Analytics

88. photo via wili_hybrid / Flickr

91. 21makessense @bergus Yeah. @KCRG
@press-citizen @gazetteonline
Councilor Susan Mims is asking @bergus @ghennigan
what solutions Mondo's group We need to make sure we
actually has ... Limiting keg sales he are noting qualitative
says (Mims: I'm not sure you can do comments vs quantitative
that) data. We can't let
anecdotal info cloud
Someone in audience facts.
just asked, "If bar
owners care - are any
others here?" No one
responded. Actions @meghannkay Thanks for
speak louder than your support!
words.
Just saw a Mondo closing statement: "21 is an easy fix."
@21MakesSense ad on OK. Good. Let's keep it in place.
CNN! Awesome! 7 days!
RT @ghennigan: 21-only forum focuses on
safety http://is.gd/fdsaq // Great summary Gregg!

92. DON’T BROADCAST

93. 12:1
photo via bengrey / Flickr

94. NEXT STEPS
- Create a Twitter account
- Follow a lot of people & orgs
- Tweet & share often (12:1)
- Think of it as PR
- Drive traffic to web

95. 2 BILLION+ VIDEOS/DAY
Second most popular search engine in the world!

96. photo via lumierefl / Flickr

97. PERSONAL TOUCH

99. GO VIRAL
OVER A
MILLION
VIEWS

101. NEXT STEPS
- Create a YouTube channel
- Create video content
- Make your brand personal
- Embed content on website

102. WHAT
ABOUT
YOU?

103. 100 million users

107. Groups

108. SHARE!
photo via nan palmero / Flickr

109. photo via nan The Suss-Man (Mike) / Flickr

110. RECAP

111. WEBSITE / BLOG

112. photo via Chiot’s Run / Flickr

113. CLOSING

114. BRAND
DRIVEN
COMMUNITY
BRAND
TRADITIONAL
SOCIAL
MEDIA ISSUE MEDIA
MESSAGE

115. EVERYONE’S A MARKETER
photo via Wayne Large / Flickr

116. SALES
photo via Sunfron1 / Flickr

117. CUSTOMER
SERVICE

118. CONTENT CREATORS
photo via tamburix / Flickr

119. BRAND BUILDERS

120. KNOW TECHNOLOGY
MAJORITY
(early & late)
EARLY
ADOPTERS
LAGGARDS
S
ATOR
INNOV
Rogers Innovation Adoption Curve

121. SOCIAL SKILLS
photo via Ricky Justus / Flickr

122. photo via vistamommy / Flickr

123. NickWestergaard.com
@NickWestergaard
photo via alexanderdrachman / Flickr

124. Brand-Driven Insights at
NickWestergaard.com
@NickWestergaard