Community PR: 5 Keys to Creating Continuous Customer Relationships
Your community is a set of concentric circles, beginning with your closet relationships and expanding out as far as your would like to reach.
In plumbing the depths of my experiences archive, I remembered this presentation I created two years ago. Dual cast to a live audience in the room and over the Internet, the presentation covered the five keys to creating your customer community. Here’s the outline . . .
1. Discover who you are and how you relate to your community
Values + Communities = Core Business Values
- values: how to determine your core values
- communities: internal, external, vendors
- business values
What types of communities do you belong to or resonate with?
2. Reveal how your community relates to you
Target x Questions = Answers + an active customer advisory board
- current target market
- interview questions
- evaluating answers
Choose your top ten customers and interview them to find out how your business fits into their lives.
3. Listen to your customers tell your story
- common vocabulary
- case studies = successes
- open lines of communication
Can you tell your story in your customer’s voice?
4. Connect your inner circle of communities
- who: customers, partners, vendors
- what: you do for them
- what: they do for you
How do you fit together?
5. Cascading communications in tiers
- internal: inside
- external: outside
- online: on screens
- offline: direct
- in person: face to face
The most effective communication plan delivers consistent messaging to every audience via sequencing to maintain a visible presence in each community.
How do you draw your circles?
Contact Barbara about making this presentation to your organization or community.
Technorati Tags: community PR,customer relationships,branding,case study,Barbara Rozgonyi,Wired PR Works
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A community expanding as far as you can think of: that’s an idea we should all try to turn into our everyday reality. Great advice, Barbara!
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This makes me think of Stephen Covey’s Circle of Influence approach. We all have an outer Circle of Concern, and we should focus our energies on our inner circle of things over which we have control. To add to your approach, tell the story and focus on the Circle of Influence. The viral effect may be that others who do have control over your outer circle may make a difference in areas you can’t influence alone.
Thanks for helping us draw our circles.