“What to do on day one of any new start-up project” – whether for business, nonprofit profit, campaign or revolution including: naming / branding, media kit and various descriptions, and building culture, excitement and a posse – all without spending much money – are covered in part 1 of a fast-paced *master class* workshop by Dave Olson from May 2013.
Community Feasthouse podcast feed – All manner of discourse from media interviews to various lectures and presentations. Topics include social web fu, creative culture, podcast making, DIY publishing, community cultivating, art making and related adventures.
Note: this transcription was performed by Jimmy M. in Kenya with best efforts. Any feedback + errors or omissions are welcome. Also, i do not work for Hootsuite as of Sept 2017 and views are not the company’s etc.
Welcome to conversations with Community Managers, a podcast series with actual Community Managers from a variety of Industries. On this podcast, we peel back the hype and get into ‘how to’ discussions that uncover community and social media management best practices. Conversations with Community Managers is a co-production of Voce Communications and the Community Roundtable.
Doug Haslam: This is Doug Haslam from Voce Communications.
Jim Storer: And Jim Storer from the Community Roundtable.
Doug: And with us is Dave Olson, the Marketing Director for Hootsuite joining us from Vancouver…North Vancouver I guess, right?
Dave: Well the office is in right here in downtown Vancouver but I live up in the hills of North Vancouver right on the side of the mountain so I get to sort of descend from the upper reaches into the city each day.
Doug: About your title, so Marketing Director which is pretty traditional and old school but you say you like to call yourself Community Wrangler. Can you explain what that means?
Dave: Oh really underneath what I do at marketing and it really includes everything from the messaging and the PR and the public relations, media relations as well as support, all those things tie back into telling our story and building a community culture around all that. So I prefer Community Wrangler just because it sounds a little less corporate but really things like support is the new marketing and community building is the new marketing. So a lot of the things that traditionally would be done by a marketing director, I do them clearly differently, to say the least. Continue reading Sharing Social Marketing Stories for Communities – Community Roundtable, 2010 – Transcription→
These note cards are residual evidence of a “lunch ‘n learn” and/or other spiel presented in some context or another.
As it goes, i can’t cover all of my Social Marketing Kung Fu(n) topics o’ wisdom in one session, so i make a “game show” where attendees choose their own adventure by choosing from these little prompts.
Shared here for future reference.
PS You can hear loads of my spiels about topics including: marketing, start-ups, PR, renegade social community building etc. via the Community Feasthouse podchannel if inclined.
My WordCamp Whistler co-conspiritor, photographerKris Krug , shot video of my entire “Are you Worthy?” spiel with his new Flipcam and posted it in a YouTube playlist in 5 segments for your viewing convenience – in 2009 (when Youtube had a 10 minute limit). Meanwhile in 2018, I’ve stitched the bits together into one video for your viewing amusement.
+ + Impending Eclipse of the Sun ~ a DIY guide + +
Indeed the signs of an apocalypse are abundant but we humans are creative and courageous and will persevere for at least another decade or three.
In olden times, next Monday’s eclipse would be interpreted in a variety of ways reflecting scourges and flights and varieties of doom, whereas now we choose to observe for scientific and orgasmic purposes.
No doubt, those of you in the eclipse zone are scrambling to find the prescribe spectacles for safe viewing. For those of you who do not have those, may I present a DIY guide for making your own eclipse viewer?
While I prepared this valuable document in 1979, I suspect it’s still relevant as that scant passage of years doesn’t really count as “time” in the solar context.
This was my first blog/social media/publication endaevour along with Chris Goodman, Surrey 1979.
Enjoy and be sure to share for your eclipse viewing friends’ safety!
From time to time, I visit various classes associated with B.C.’s Simon Fraser University’s fine publishing program under the stewardship of Suzanne Norman. This time around, the class was something about personal publicity and brand building. As such, I share anecdotes gleaned from Hootsuite and dozens of other personal social and community projects from over the years of activism, media outreach and marketing.
An article by Ryan Holmes talking about the tactics and methods Hootsuite used to build with small budgets and big fun including Hootups, community activities like translation project, creative swag and more…
Ryan Holmes: With literally millions of apps competing for attention, startups are finding themselves forced to pour ever greater sums into marketing efforts. But money isn’t always the answer…
But more money isn’t always the answer. In Hootsuite’s first three years, we grew our user base from zero to five million people. During that time, our marketing budget was pretty much non-existent. We turned instead to a pair of complementary, low-cost approaches to find and keep customers. It may well have made all the difference.
Freemium economics One fundamental decision made shortly after launching in 2009 was to make our social media tool a freemium service. The majority of our users — and we very quickly reached the million mark — paid nothing. They could (and still can) log in for free to view their social media accounts from one dashboard, schedule messages and see analytics. Companies that wanted beefed up functionality and extra support, paid a monthly fee, ranging from as little as $9 to $1,000 and up for large enterprises with lots of employees.
Why invest so many resources and so much bandwidth catering to millions of free users who would never account for a cent of revenue? For starters, freemium dramatically reduces the need for traditional marketing and sales efforts. Our free users — in steady, predictable numbers — became paid users. Instead of having to sell them on the merits of our product with expensive ads, we let them see for themselves. Our product became our best marketing tool and salesperson. On average more than half our paying customers, including large clients, start out as free users.
Meanwhile, our free user base fulfilled another key function: It kept us honest. Free users are fickle; they’re not locked in by a contract or any other obligations. They can, at any moment, pick up and take their “business” elsewhere. So to maintain and grow our free user base, we had to continually update our product, rolling out new features to stay ahead of the pack.
These same features helped us win and keep paying customers. While other corporate tools were years behind the social media curve, our efforts to satisfy free users meant we could offer big enterprise customers the latest technology.
Seeing value in community But the freemium approach wouldn’t have been as effective were it not for another equally important strategy: investing in a fully functional community department. In many startups, the community team, if there’s one at all, is treated as an extension of marketing or customer support. While their ostensible role may be “building a community” of users, they spend a lot of time pitching products and fielding help calls.
Our community department, by contrast, didn’t have direct sales or support responsibilities. Their primary mandate was to help people who already knew our product connect with one another. In the early days, they set up social media accounts in a half-dozen key languages, sharing updates with users around the world.
At the same time, they led a crowdsourced translation effort that saw our tool translated into more than a dozen local languages, from German and Italian to Thai and Chinese. (Amazingly, translations were volunteer-driven — motivated by love of the technology and a liberal helping of swag, i.e. stickers, T-shirts and cuddly stuffed animals inspired by our owl logo.)
Online efforts were supplemented by old-fashioned face-to-face events. In emerging markets, the community team helped users organize hundreds of free meetups (branded as “HootUps”), where people could get together and trade product tips. Ultimately, a network of hundreds of volunteer “ambassadors” around the world took shape, enthusiastic users who agreed to spread the word in their countries. Many of these ambassadors were bloggers, consultants and marketers whose own agenda of developing a large online following aligned well with ours.
Cumulatively, these projects gave us entree into new markets, initiating the viral chain of adoption in other countries and spreading our product beyond its original North American user base.
My name is is Dave Olson, I run an international mail-order hemperprise as well as research and produce other creative projects about hemp.
This month Japanese filmmaker, Eiji Masuda, and I will be heading to create a completely new hemp film in which we will travel the north america west coast stopping in along the way to visit hempy people.
All this is explained on a web page that we invite you visit and read through. We feel this is an exciting project that merits your looking it over.
If you are unable to access the WWW, please reply and i’ll send you the info via e.mail or post.
While there, be sure to link to look at my ongoing research into Hemp in Japan. Much research is there along with a bunch of pictures. Sit down and enjoy it.
This is not a mailing list or anything weird or sketchy. Please zoom over to check out our plan and respond via phone, e.mail, fax or post to become part of this film.