sarah judd welch on how community can work for big brands

Post on 28-Jul-2015

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@sjw / @loyalcx

The Future of Community for Big Brands

(& WHY YOU SHOULD CARE)

@sjw / @loyalcx

SARAH JUDD

WELCH

@sjw / @loyalcx

• http://loyal.is

• Community development studio

• Community-driven strategies, products, platforms, campaigns, and content

• Clients include Fortune 50 brands, startups, nonprofits and creative companies

• Founded in 2012

@sjw / @loyalcx

• http://community.is

• For anyone who puts people at the center of their work

• Weekly newsletter

• Readers and subscribers include community managers, agency leaders and brand executives from around the world

@sjw / @loyalcx

@sjw / @loyalcx

BRANDS

@sjw / @loyalcx

WHAT IS COMMUNITY?

@sjw / @loyalcx

@sjw / @loyalcx

WHAT IS DIGITAL STRATEGY?

@sjw / @loyalcx

SOCIAL

9%

2014

15%

2015

21%

2016

source: Buffer

BUDGET

@sjw / @loyalcx

CONTENT

source: Contently & Columbia Journalism Review

BUDGET

70%

@sjw / @loyalcx

CONTENT

source: Contently & Columbia Journalism Review

23% 1/2

BUDGET

@sjw / @loyalcx

CONTENT

>source: Contently & Columbia Journalism Review

COCA-COLA

@sjw / @loyalcx

33.7%

budget

CHALLENGES

source: Contently

measuring results

21.6%

@sjw / @loyalcx

AND…

source: Salesforce

@sjw / @loyalcx

FURTHER…

source: UserVoice

5x ROI

@sjw / @loyalcx

WHAT’S NEXT?

?

@sjw / @loyalcx

@sjw / @loyalcx

@sjw / @loyalcx

@sjw / @loyalcx

“In January 2015, Under Armour (UA) acquired Copenhagen-based connected fitness firm Endomondo for $85 million. The company has ~20 million registered users, primarily in Europe.

At the 4Q14 earnings release, Under Armour announced the purchase of San Francisco-based MyFitnessPal for $475 million. It purchased the company to bring together the world’s largest digital health and fitness community.”

- “Why Under Armour Had Back-To-Back Acquisitions,” Yahoo! Finance, Feb. 11, 2015

@sjw / @loyalcx

source: UserVoice & Common Knowledge

COMMUNITY WILL BE THE NEXT PHASE OF DIGITAL MARKETING

@sjw / @loyalcx

source: UserVoice & Common Knowledge

EMPLOYEE COMMUNITIES

@sjw / @loyalcx

source: UserVoice & Common Knowledge

(more) USER GENERATED CONTENT

@sjw / @loyalcx

source: UserVoice & Common Knowledge

OWNED COMMUNITIES

@sjw / @loyalcx

source: UserVoice & Common Knowledge

WHY?

@sjw / @loyalcx

LOYAL’S REVENUE BREAKDOWN

Marketing

Product

Innovation

@sjw / @loyalcx

WHAT THIS MEANS FOR

YOU

@sjw / @loyalcx

PRODUCTProduct Management

User Research & Testing

User Experience

Product Marketing

@sjw / @loyalcx

RELATIONSHIP MANAGEMENT

@sjw / @loyalcx

DIGITAL STRATEGY

@sjw / @loyalcx

SOFT SKILLSManaging Up

Translation

Comfort with Ambiguity

Fluency in media

@sjw / @loyalcx

GET EXCITED!!!

@sjw / @loyalcx

Thank you!

Sarah Judd Welch

sarah@loyal.is

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