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The Future of Community for Big Brands (& WHY YOU SHOULD CARE)
SARAH JUDD WELCH
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
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
WHAT IS COMMUNITY?
WHAT IS DIGITAL STRATEGY?
SOCIAL source: Buffer BUDGET
CONTENT source: Contently & Columbia Journalism Review BUDGET 70%
CONTENT source: Contently & Columbia Journalism Review 23% 1/2 BUDGET
CONTENT > source: Contently & Columbia Journalism Review COCA-COLA
CHALLENGES source: Contently
AND… source: Salesforce
FURTHER… source: UserVoice 5x
WHAT’S NEXT? ?
“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
source: UserVoice & Common Knowledge COMMUNITY WILL BE THE NEXT PHASE OF DIGITAL MARKETING
source: UserVoice & Common Knowledge EMPLOYEE COMMUNITIES
source: UserVoice & Common Knowledge (more) USER GENERATED CONTENT
source: UserVoice & Common Knowledge OWNED COMMUNITIES
source: UserVoice & Common Knowledge WHY?
LOYAL’S REVENUE BREAKDOWN
WHAT THIS MEANS FOR YOU
PRODUCT Product Management User Research & Testing User Experience Product Marketing
SOFT SKILLS Managing Up Translation Comfort with Ambiguity Fluency in media
Thank you! Sarah Judd Welch firstname.lastname@example.org