Unconventional Wisdom - The Tuvel Communications Blog

Engaging Your Customers in Unconventional Ways

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Mitch Arnowitz

Context Is Everything: Online Communities

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Beth Kanter & I recently participated in a Venture Philanthropy Partners/Leap of Reason

conversation reminiscent of a Netpreneur AdMarketing discussion from a dozen years ago.

We offered to write a guest blog post reflecting on peer learning online and online

communities. The blog post follows. What did we miss in our list of things that are

really important, those ‘mission critical’ elements of community building that you can’t

live without? Please let us know in the comments below!

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Flickr Photo BirkgetKing

Online Communities: Are Best Practices Still Best Practices?

The discussion thread reminded me of an AdMarketing conversation we had a long time ago. The Netpreneur AdMarketing list, one of the longest running Internet marketing lists and still active, is an adventure of the Morino Institute. Over the last decade, the fundamentals of community and relationship building haven’t really changed. What was important then is even more important now!

I thought it might be fun (and useful) to take a look back at this AdMarketing conversation. At the time, we invited Internet thought-leaders to participate in an email list discussion, focusing on interactive tools. What transpired was a conversation among pioneers of early day Internet community building that produced way interesting insights. Below are several takeaways and pointers from that conversation. Looking back, its amazing how little has changed, how relevant these lessons are today and how important it is to do things the right way. Read the rest of the post here.

We’re Hiring again! Part-Time Social Media Campaign Associate

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twitter bird help wanted social media 300x282 How I Got My Job As Director Of Social Media Step 1: Build Experience Then Blog, Tweet, Collaborate!   Tuvel Communications is a digital communications firm that combines human processes, social media and analytics. We collaborate with companies, government entities, non-profits and associations to identify and build relationships with niche market segments.

We develop and execute social media outreach campaigns, conducting market research and using customized communications while building valuable relationships. We’ve worked with such esteemed organizations as Robert Wood Johnson Foundation, the National Association of Broadcasters, AOL Gov and 1105 Media, Inc.

We have an immediate need for a Washington, DC based part-time Social Media Campaign Associate, who will be responsible for overall project management of a client campaign from start to finish, moving them forward on schedule. Please be aware that this is a telecommuting, independent contracting position.

Responsibilities include:

  • Managing and executing campaign strategies and tactics, including research, program execution, relationship-building with gatekeepers, social networking and community building, reporting and analysis.
  • Contributing to the company blog, social networks and newsletter.

Requirements:

  • 3-5 years’ experience in an online marketing and/or communications/PR role specifically using social media and working on outreach campaigns  to build relationships (including development, community building, execution, and reporting).
  • 3-5 years’ experience in project and account management roles, managing all aspects of campaigns while working closely with a client team.
  • Experience developing and measuring campaign metrics and analytics, as well as developing reports.
  • Experience with online market research and able to locate prospects and contact information using a variety of online research techniques. Our outreach campaigns follow best practices and go beyond blogs, so knowledge of and the ability to find people in a variety of online communities – like web forums, user groups, listservs and email lists, and other social networks – is absolutely essential.
  • Extensive knowledge of third-party marketing and reporting tools and platforms and how they can be used for different projects. These include WordPress, Hootsuite and Mailchimp.
  • Experienced using tools for project management such as Google Drive, Basecamp, Webmail and Dropbox.
  • This is a telecommuting role requiring remote access, so you should actively use tools like Skype, text and chat for communication with the Tuvel team and clients.
  • Highly organized, self-starting and flexible individual, able to change directions on a dime and put in extra work when needed.
  • While this is a telecommuting role, location within the DC/MD/VA area is required.

Interested? Please e-mail your resume to hello<at>tuvel<dot>com with the subject line “Social Media Campaign Associate” 

Member Prospecting Webinar– Fishing in the Right Ponds

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We recently presented a Webinar as part of the Young Association Professionals & Association Universe Member Engagement Webinar Series.

A short description of the Webinar follows. We hope you enjoy! Please let us know, in the comments below, if your association or group is using Micro Marketing for recruiting or retention efforts.

[slideshare id=15625979&doc=assndec12webcastfinal-121213131540-phpapp01] 

An example of a power law graph showing popularity ranking. To the right (yellow) is the long tail; to the left (green) are the few that dominate. In this example, the areas of both regions are equal.

Associations want marketing to create new members at a predictable cost. We hear a lot these days about the “Long Tail” with its untapped and micro-targeted prospecting segments such as government, healthcare, and education. Mass marketing models are not designed to go downstream or cost effectively reach these new, targeted member segments.

In this webinar, you will learn how the core elements of online community building and social media are being used to cost effectively identify influencers and build relationships that produce loyal members and supporters. Mitch will also be sharing case studies and best practices for results-driven association programs, projects and campaigns. You will learn that reaching the promise of the Long Tail is hard but can be done using research, tools, analytics and the right people!