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The Future of Community for Big Brands (& WHY YOU SHOULD CARE)

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The Future of Community for Big Brands (& WHY YOU SHOULD CARE)


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SARAH JUDD WELCH


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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


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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


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BRANDS


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WHAT IS COMMUNITY?


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WHAT IS DIGITAL STRATEGY?


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SOCIAL source: Buffer BUDGET


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CONTENT source: Contently & Columbia Journalism Review BUDGET 70%


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CONTENT source: Contently & Columbia Journalism Review 23% 1/2 BUDGET


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CONTENT > source: Contently & Columbia Journalism Review COCA-COLA


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CHALLENGES source: Contently


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AND… source: Salesforce


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FURTHER… source: UserVoice 5x


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WHAT’S NEXT? ?


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“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


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source: UserVoice & Common Knowledge COMMUNITY WILL BE THE NEXT PHASE OF DIGITAL MARKETING


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source: UserVoice & Common Knowledge EMPLOYEE COMMUNITIES


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source: UserVoice & Common Knowledge (more) USER GENERATED CONTENT


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source: UserVoice & Common Knowledge OWNED COMMUNITIES


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source: UserVoice & Common Knowledge WHY?


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LOYAL’S REVENUE BREAKDOWN


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WHAT THIS MEANS FOR YOU


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PRODUCT Product Management User Research & Testing User Experience Product Marketing


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RELATIONSHIP MANAGEMENT


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DIGITAL STRATEGY


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SOFT SKILLS Managing Up Translation Comfort with Ambiguity Fluency in media


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GET EXCITED!!!


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Thank you! Sarah Judd Welch sarah@loyal.is


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