The five things that work

@edwardbochesedwardboches.com

thenextgreatgeneration.commullen.com

Friday, May 7, 2010

This morning I presented at Boston’s Social Media Breakfast 17. The theme was actually engaging, motivating and mobilizing your community. None of this SoMe tedium about Twitter and platforms or joining the conversation. More about what you can actually do. I talked about what works.

Great content

Friday, May 7, 2010

Great content works. In SoMe, your product is your content. And it doesn’t have to be traditional.

Friday, May 7, 2010

This video off our security camera -- no doubt you’ve seen by now; it’s all over the web -- let us say a. we get viral (even though it’s authentic); b. we’re not afraid to have a sense of humor; c. we give people a glimpse of our culture; d. we share good, fun stuff with our thousands of followers.

Friday, May 7, 2010

The community loves good content.

Friday, May 7, 2010

You can call on them to help spread stuff around.

Friday, May 7, 2010

And, if you do it right, it goes big time. Ellen deGeneris plays the video on her show.

Inventing an experience

Friday, May 7, 2010

Inventing experiences work. It’s a gift to your community, a way for them to participate, and hopefully appreciation in return.

Friday, May 7, 2010

Brandbowl got over 10,000 member of our community to join is in reviewing SB ads live.

Friday, May 7, 2010

It also get us lots of press and blog coverage.

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Mobilized community to share and spread the experience.

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And extended beyond the site itself.

103,077,298

Friday, May 7, 2010

We measured sentiment, appreciation, fan involvement, participation, and even the old stuff like impressions. There were a lot of those.

Letting people have a voice

Friday, May 7, 2010

Letting people have a voice so they can promote themselves and feel good about you works well, too.

Friday, May 7, 2010

TNGG gives Gen Y a voice, inspires content and participation, offers the gift of community, and as a result generates learning and expertise for us when it comes to understanding Millennials and how they engage with brands and content. You gotta give to get.

Friday, May 7, 2010

We do the same for clients: crowdsourcing content, working in the vernacular of the community itself.

Friday, May 7, 2010

And it works. This project generated 60 videos and hundreds of thousands of views in just the first 48 hours.

Conceiving ideas that generate content

Friday, May 7, 2010

Why would you ever do anything that didn’t generate more content. You can’t buy share of voice anymore, so you need to spread your content around.

Friday, May 7, 2010

GFF wanted to donate money to feeding America. In old days, would write a check and send out a press release. Instead, turn it into a community event. It created involvement, good will, and lots more content.

Friday, May 7, 2010

Even Diane Sawyer got in on the action. Think you’d get on TV without a community to help spread the word and demonstrate the excitement of this program?

Friday, May 7, 2010

Art of the Trench did the same.

Friday, May 7, 2010

Upload, comment, share, distribute. Your community is happy, motivated and you reap the rewards of involvement, connection, visibility and conversation.

Conversation strategy

Friday, May 7, 2010

Learn how to do it. SoMe is not about broadcasting and farting out messages. It’s about engagement.

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March 2010

Friday, May 7, 2010

Offer real value, utility, content, questions, etc. And limit your sales pitch to less than 1/3 of what you do.

The magic formula

Friday, May 7, 2010

There is a magic formula.

Friday, May 7, 2010

Break things down into small pieces so people will help. Give community members psychic reward for participating and helping. Trust the community. Don’t be afraid to ask. Smile or be optimistic or be passionate. It’s contagious.

thank you

Friday, May 7, 2010

And don’t forget to say thank you. Thank you.