The Craft of Community Ilana Rabinowitz, Lion Brand Yarn Paull Young, Converseon
The Craft of Community
Ilana Rabinowitz, Lion Brand Yarn
Paull Young, Converseon
Grace Jones, Star Contributor
Lion Brand Yarn Company Case Study
Successful Posts
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Lion Brand Yarn Company Case Study
Successful Posts
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Lion Brand Yarn Company Case Study
Beyond the Blog
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Lion Brand Yarn Company Case Study
What’s the ROI?
• Image
Faceless corporation vs. Individuals
• Traffic
50,000 monthly visits & top 10 referring site
• Revenue
Visitors convert to buyers 64% better than avg. referring site
• Consumer Insight
We hear the tone and content in comments and get data from surveys
• Consumer Satisfaction
Real time support
Ability to thank and recognize others
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Lion Brand Yarn Company Case Study
Guiding Principles
• Be human: Use a human voice.
• Be a good human: Be generous with information, praise for one another, help and your time. Be supportive, celebrate others, share ideas and recognize and address concerns.
• Educate: Help people become more expert at using and enjoying your product.
• Stimulate conversations: Be a good connector of others.
• Inspire.
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Lion Brand Yarn Company Case Study
Practical Tips
• Listen on Google Alerts, Google News, Twitter Search, Alltop and
Technorati
• Promote and cross-promote through all media: Twitter, Facebook,
Blog, Podcast, Website, Offline
• Use Zemanta
• Use plenty of keywords and tags to help your blog get found
• Comment on relevant blog posts of others in a helpful way and show your appreciation when they mention you.
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Thank you!
Ilana Rabinowitz, Lion Brand Yarn
Paull Young, Converseon
Grace Jones, Star Contributor
