Passion vs Trigger Event Communities

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Del curso dictado por Northwestern University

Content Strategy for Professionals: Ensuring Your Content's Impact

93 calificaciones

Northwestern University

Content Strategy for Professionals: Ensuring Your Content's Impact

93 calificaciones

Curso 4 de 5 en SpecializationContent Strategy for Professionals

In the fourth course of the Content Strategy Specialization - Ensuring Your Content's Impact - you will look at visual communication and the ways you can be more effective with your font choices, photography, and video. You'll also dive deeper into social communities to help you understand how these communities form and what you can do to build your role within them. The last module is pivotal for Content Strategists. It will help you to understand how best to measure your content to maximize its effectiveness relative to the time you commit to it. While this MOOC does share the theoretical elements of Content Strategy, there is a much greater emphasis on its application. Creating trend-worthy headlines and blogs, social media plans, digital measurement templates, video and photography content are all skills you will have in your toolkit by the end of the MOOC, ready to apply at your organization. And speaking of toolkits, we have included one that you can download and take back to work which includes the practical tips from the learnings in this course as well as the previous one on Expanding Your Content's Reach. Guest lecturers in this course include: -- Zach Wise, Associate Professor, Medill Northwestern -- Rich Gordon, Professor & Director of Digital Innovation, Medill, Northwestern -- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera)

De la lección

Social Engagement

Module 2 dives deeper into social communities to help you understand how these communities form and what you can do to build your role within them.

Types of Social Communities6:52

Passion vs Trigger Event Communities5:31

Putting Social Communities to Work5:40

Conoce a los instructores

Candy Lee
Professor
Medill School of Journalism, Media, Integrated Marketing Communications
John Lavine
Founder, Professor and Director, Media Management Center

[MUSIC]

So if we take what you just said and I want to apply it to the trigger of events

in people's lives and the trigger event communities.

How do we do that?

>> Well, they're looking for something that is very, very different.

And so from our content strategy perspective,

we need to engage that audience differently.

What they're looking for is expertise.

And what they want to know is, can you help me get from point a to b to c all

the way through to z and whatever the, you know, trigger event that I'm dealing with.

And so if you're going to engage them, it is no longer a peer to peer engagement.

You don't want to have that a whole lot because you're not interested in talking

to people that are as lost as you are.

You want to talk to the expert.

And so, engaging them, I like to

consult the people I work with to think in terms of tools that you could give them.

Oftentimes, it could be educational things.

It could be a webinar where they could listen to an expert and

ask them questions.

You want to have a two-way dialogue that's more expert to or

influencer to the group as opposed to the group talking amongst themselves.

And so they're really looking for that expertise which is the key.

One great example of a really good trigger event community is called Circle of Moms.

And Circle of Moms is a massive site of moms getting together

to talk about things that are impacting and it's called circle of moms but

certainly dads are, whoever the home person is are welcome.

But what it does is if you look at it,

it's broken into micro-communities that move you through as your children age.

So it's having a baby.

What do I do with the one year?

What about the terrible twos?

What about the wonderful threes?

It takes you through year after year, and they also have things on health.

What do I do with nutrition?

And it's all mingled together.

And what they are, are moms seeking out expert to say,

okay what do I do this year?

And what's important this year?

What should I plan for next year?

And those sorts of questions where they're asking people who know what it is.

And so the experts are oftentimes experienced moms.

They're also really important bloggers or influencers.

They also have companies in there.

I mean, if you are a diaper company, when the child's at young,

you can talk about it but you can't sew your diapers but

you can talk about what you should look for on a good diaper or

what sort of things do you want to do because that's what they want is.

Information and highly relevant content that drives up forward.

As professionals we also have trigger event communities.

One of the best ones that I would say to have you look at

Is RIDGID power tools has a plumber's form?

Now, that's plumber's talking to plumber's about plumber's stuff but

basing of what it is, is it if you're a plumber and

you have a challenge at a house or wherever you're at, you know.

What you could do is you open a thread and

a thread is basically a conversation, a question.

You post a question and

then other plumbers from all over the world will come out and answer it for you.

But one of the things that they do that is really indicative of a trigger event

community, because they're looking for experts, and I think this is really smart.

Is that rigid tool gamified the system.

So what that means is they watch the answers that you're giving as a plumber.

And if they're all really good.

You accumulate points.

And the points allow you to go from a plumber

to a junior plumber to a senior plumber to a master plumber.

So if you just look at the answers,

you can say that was somebody who really knows what they're talking about.

They gamified it on the positive side.

So that they reward their people with a higher title as they give more and

more good answers.

On the other side though,

that's really interesting, is they also allow you to blackball somebody.

So if a plumber is coming out and giving really bad answers or

they're pushing only one product or they're doing something that's wrong if

three members black ball you, you're out of the community forever.

>> It's why not only I can't answer I'm gone.

>> Yes. That's right.

And you'll see that to be a characteristic of both patient and trigger vent markets.

For example, I'm into doing classic cars.

And if you go out there and

wear one type of car you start talking about another type of car we'll kick you

out of the group because we're not interested in that.

And so each community self-regulates to

make sure they get the different types of people they want trigger event,

want to know that you're an expert and they want to engage with you.

The other one is more peer-to-peer, but you better be on topic of my passion or

else you're gone.

Or you better not give me bad advice on the trigger event side, or you're gone.

>> If I want to be with them a long time,I want to grow my audience means longevity.

How do I think about doing that?

>> As we'll talk about in the next section, really what you want to

think about doing is first becoming a member of the community and

a positive member of the community.

You can't come in like I know everything and why didn't you ask me before or

you're gone.

And so you first you want to become a participant and

then we'll talk a couple of tactics you can use.

That will begin to build a base for you to slowly move yourself from a member

to a participating member to an expert if that's where you want to go or

in Influencer.

[MUSIC]

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