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Community is the New Marketing

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Community is the New Marketing Meghan Murphy HandUp.org @megmurph


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HandUp | Head of Community and Marketing 2014 Twilio | Senior Community Manager, Twilio.org 2011 Stage Two | Senior Account Manager, Comms 2009 The Escapist | PR and Marketing and Biz Dev 2007 @megmurph


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Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand. Wikipedia @megmurph


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A branded Community has specific business objective where a company creates a space for people with a common sense of identity to participate in ongoing, shared experiences. A branded community is an extension of the business itself CMX Hub @megmurph


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State of Things Ma RK Marketing The state of things is blended ET Community @megmurph


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“Community” strategy is already taking over marketing, product, and support programs @megmurph


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We need to think about our community work in the context of marketing @megmurph


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DO IT FOR THE $BUDGET$ @megmurph


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Community Marketing @megmurph


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Community Building = Lead Generation


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55% of B2B marketers plan to increase use of communities on their website in lead generation efforts. 46% plan to do the same to nurture leads. Forrester 2013 @megmurph


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Track everything social conversions events business cards referrals content conversions forums emails @megmurph


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Community Engagement = Customer Experience


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73% of marketers view customer centricity as critical to the success of their business and role at the company. Forbes Insights 2015 @megmurph


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Health Involvement Support @megmurph


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Community Management = Customer Retention


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a 2% increase in customer retention has the same effect as decreasing costs by 10% SAP Report 2014 @megmurph


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Empowerment Loyalty Trust @megmurph


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Where to start tomorrow


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Have a plan


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Set awesome measurable goals tied to marketing metrics @megmurph


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Measure your impact @megmurph


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@megmurph


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@megmurph


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How is your work contributing to •The lead generation and growth •The overall customer experience (across teams) •The retention of your customers (especially high value ones)


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Community as the new marketing is a good thing. @megmurph


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Thank you Meghan Murphy @HandUp


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