5. What’s The Difference?
Crowd:
Big Numbers
Lurkers
Lower
Engagement
Come and Go
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Community:
Small Numbers
Contributors
High
Engagement
Activate Others
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7. Do Your Goals Align With Your
Business Objectives?
How does your work help the business?
Are you driving sales leads?
Reducing customer support time?
Converting registrations?
Using for consumer insights/R&D?
*Getting ‘likes’ or ‘followers’ is NOT a
business objective
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Yes. It takes work.
Search brand, keyword, industry mentions
Watch who’s talking in Twitter Chats
Use reporting services to discover hidden
gems mentioning you.
Investigate beyond the “influence” score
Create lists of your “potential” advocates
Learn as much as you can about them
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If Everyone Has It, I Don’t Want It
Everyone wants “in”
Those “in” = feel special
Use exclusive groups/forums
Provide exclusive content
First to know
Events, Access or Priveledges
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Test What Works
Compare performance of community vs.
“the crowd”
Determine times, platforms, messaging that
work and adjust
Try new things constantly
Always be adjusting
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“I don’t want your money!”
Feel part of the brand
Feel they influence decisions you make
Swag (free advertising for you!)
Looked up to by others
“In the know”