Four quick ways to channel community passion for business good.
Last year, we had our windows washed at the office. The serviceman arrived with his squeegee in hand and a massive tattoo on his arm reading, "I love windows." Like a bumper sticker on a bicep, his passion for his work was literally written on him - permanently - for the whole world to see. While most people wouldn't exactly brand themselves on their flesh like he did, many brand communities have equally passionate advocates who are so engaged and in love with your brand that they will go lengths to help you be successful. This kind of advocacy can't be bottled, but it can be utilized in new and interesting ways to magnify the impact of your community and the power of your brand.
Here are a few quick ways to channel this passion for business good:
Try one of these engagement techniques this quarter (minus the tattooing idea in the intro). They are easy to implement because they require little, if no, capital investment and produce brand affinity that money just can't buy.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Laney Whitcanack is Federated Media Publishing's chief community officer. Prior to joining FM, Laney co-founded BigTent in 2006 and focused on innovating online and offline ways to connect people with communities they care about. She spent the decade previous to BigTent coaching and training hundreds of community leaders, in the U.S. and Mexico, most recently as the director of community programs for the Coro Center for Civic Leadership.
A published author and speaker on entrepreneurship and community organizing, Laney received the Jefferson Award for Public Service in 2008. She is currently a board member of Zeum: San Francisco's Children's Museum and The Princess Project and is involved in even more community groups after the birth of her daughter, Campbell, last year. Laney has a B.A. from UCLA, and MBA from the Simmons School of Management, and an Ed.M from Harvard University.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT