{"id":11516,"date":"2020-09-25T12:49:58","date_gmt":"2020-09-25T11:49:58","guid":{"rendered":"https:\/\/www.aluminati.net\/?p=11516"},"modified":"2022-09-26T11:04:43","modified_gmt":"2022-09-26T10:04:43","slug":"community-marketing-revolution","status":"publish","type":"post","link":"https:\/\/www.aluminati.net\/community-marketing-revolution\/","title":{"rendered":"Creating Connection Roundtable #7: Lessons from Industry &#8211; How Community Engagement is the Next Marketing Revolution"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Introducing the topic and spotlight speaker, Catherine Coale<\/span><\/p>\n<h2><b>SPOTLIGHT<\/b><span style=\"font-weight: 400;\">:\u00a0<\/span><\/h2>\n<p><b>Catherine Coale, Community Specialist &#8211; Telstra Purple<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Said to be involved with an event outside her sector for fresh ideas and getting feedback on projects etc was exciting.<\/span><\/p>\n<p><b>Catherine&#8217;s Telstra Purple Background<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Six years in the position at Telstra<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Telstra used a very much traditional marketing set up 6 years ago<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They were doing lots of leadership based content marketing and looking for interaction with that content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Success was measured by how many new conversations could be warmed up and passed to sales.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The company had one community but it was operationally broken.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><em>Marketing at the company is not really done like that any more.<\/em> Telstra now has four communities, all with distinct purposes and goals surrounding the business.<\/span><\/p>\n<p><b>Talking Points<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What drove change from marketing to community focus.\u00a0 All about human behaviour, which drives engagement.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sharing things that made the difference between success and failure.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Challenges faced along the way.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>What Drove Change?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Two years of successful marketing but then with ever diminishing return.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Changes noticed in data.\u00a0 Social Media and LinkedIn became more successful than email for initial interactions.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Began communication with a human message instead of a product focus.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">New logos created<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No more proposition marketing, only experience marketing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">More effort put into communities<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Being open to learning and development<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>What Made The Difference?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Personal Inductions introduced to new community members &#8211; as opposed to the self-service membership culture we see so much at present.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">New members are at their most receptive at the very beginning of their membership.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Inductions started by phone, then members arranged into groups that would be lively, to ensure an experience early on.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Points In Time. Creating transient communities based around points in time when a member specifically needed help or advice. E.g. a community for new enrolments.\u00a0 Capitalise on these points in time you can hook them in and keep them.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">People don\u2019t need to be on your website all the time, but just for specific reasons at the times that matter most to them.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">WhatsApp &#8211; Saw the greatest connection of users.\u00a0 From 30-40 messages per day, up to 700-800.\u00a0 It became a 24\/7 community and members began to help each other.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Started looking at plans for shared experiences.\u00a0 Stopped having keynote speakers and let the members tell their stories to each other.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sought out active members of the WhatsApp and social media groups and gave them more of a role to keep community momentum going and bring in more new members.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>The Social Organisation<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A new initiative based around social media and around everyone that\u2019s involved in the community.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Asking people to have active experiences within the community.\u00a0 Speaking, blogging, and having relationships with other members.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The results were significant which led to plans to expand it within the organisation.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">50% uplift in attendees at events.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">300% uplift in membership applications<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Almost all came from social media or word of mouth.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>Things that would have been done differently<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If starting again Catherine said she would have involved more of the organisation in the community from the beginning if starting again from scratch.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>QUESTIONS<\/strong><\/h2>\n<p><b>Q: <\/b><span style=\"font-weight: 400;\">How did you overcome hesitations about not being able to offer a 24\/7 service?<\/span><\/p>\n<p><b>A: <\/b><span style=\"font-weight: 400;\">A 24\/7 service had to be delivered but the group was made for people to interact with each other.\u00a0 There was no service level set stating that admins would always be present in the group.\u00a0 Writing a code of conduct is advisable too.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Q: <\/b><span style=\"font-weight: 400;\">Did you find that people were leaving the group due to how busy it became?<\/span><\/p>\n<p><b>A: <\/b><span style=\"font-weight: 400;\">Yes, but not as many as you might think.\u00a0 When WhatsApp reached capacity we moved the community onto another platform so that users could keep track of conversations.\u00a0 We found that not all users moved over to the app as some preferred the immediacy of WhatsApp.\u00a0 You can\u2019t have just one channel any more and must allow users to use the channels they prefer.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Q: <\/b><span style=\"font-weight: 400;\">Our university traditionally broadcasts all the great things the university is doing, and we are trying to invite people to share their stories.\u00a0 Some colleagues are not supportive of this idea.\u00a0 Has this happened with you?<\/span><\/p>\n<p><b>A: <\/b><span style=\"font-weight: 400;\">Yes and we still experience this.\u00a0 Organisation members all have different outlooks and that has to be managed all the time.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Q: <\/b><span style=\"font-weight: 400;\">How do you plan to scale up your communities?<\/span><\/p>\n<p><b>A: <\/b><span style=\"font-weight: 400;\">That\u2019s not our goal.\u00a0 We are not looking to scale up hugely at the moment.\u00a0 The biggest worry of scaling up is the need to batch process members instead of using a more personal approach. That\u2019s why we have 4 separate communities with different teams and subject areas.\u00a0 Point in time communities also only exist for the time they are required.<\/span><\/p>\n<p><em>Close of Roundtable<\/em><\/p>\n<hr \/>\n<p>Interested in attending our roundtables and other events? <a href=\"https:\/\/www.aluminati.net\/community-builders-network\/\" target=\"_blank\" rel=\"noopener noreferrer\">Join the Creating Connection community.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introducing the topic and spotlight speaker, Catherine Coale SPOTLIGHT:\u00a0 Catherine [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":11367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[45],"tags":[],"class_list":["post-11516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creating-connection"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creating Connection Roundtable #7: Lessons from Industry - How Community Engagement is the Next Marketing Revolution - Aluminati Network Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aluminati.net\/community-marketing-revolution\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creating Connection Roundtable #7: Lessons from Industry - How Community Engagement is the Next Marketing Revolution - Aluminati Network Group\" \/>\n<meta property=\"og:description\" content=\"Introducing the topic and spotlight speaker, Catherine Coale SPOTLIGHT:\u00a0 Catherine [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.aluminati.net\/community-marketing-revolution\/\" \/>\n<meta property=\"og:site_name\" content=\"Aluminati Network Group\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/aluminatiNG\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-25T11:49:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-09-26T10:04:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2020\/08\/creating-connection-banner-rt6-c.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1018\" \/>\n\t<meta property=\"og:image:height\" content=\"553\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aluminating\" \/>\n<meta name=\"twitter:site\" content=\"@aluminating\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.aluminati.net\/community-marketing-revolution\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.aluminati.net\/community-marketing-revolution\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Creating Connection Roundtable #7: Lessons from Industry &#8211; 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