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Gini Dietrich

Join Sarah Robinson for a Special Livefyre Q&A Today

By: Gini Dietrich | September 18, 2012 | 
233

I have a fun little surprise for you today.

One Ms. Sarah Robinson has written a book and she’s going to be hanging out on Spin Sucks today.

It worked so well with Margie Clayman that we’re going to make this a regular thing. Which means you can ask the author anything.

And today’s author is Sarah.

A Little Background

I met Sarah on Twitter in early 2008. At the time, she hosted an hour-long party once a week (I want to say it was Tuesdays, but now I don’t remember if that’s correct). Someone would bring the virtual snacks. Someone would play DJ. Sarah would host questions, topics, and themes. And we would all have some fun.

One week, she needed a substitute DJ and I volunteered. It was my first foray into publicly using Twitter without lurking. And it was a blast!

She was part of a small group of friends who quickly became my posse. We became such good friends on Twitter that we decided to have an in-person meeting one weekend in Chicago. About 20 people flew in from all over the country, including Sarah and the Young Turk. And friendships were cemented for life.

I use this example when I speak because it goes to show Twitter isn’t just about what someone had for lunch. You can build real relationships with real people who add something to your life. Maybe they buy from you. Maybe they become very good friends. Maybe they become a referral networks. Whatever it is, it’s not just about donuts, cupcakes, and potty breaks.

About Fierce Loyalty: Unlocking the DNA of Wildly Successful Communities

And now Sarah has written a book. A book only a few can write. She’s written it based on her own experience of building a community of people who have helped her business grow, increased her speaking engagements, become brand ambassadors, and more.

The book, as you can see, is called, “Fierce Loyalty: Unlocking the DNA of Wildly Successful Communities.”

I received a copy of the book in its early stages so I could write a praise quote for it. As I read it, I kept thinking, “There is no one better to write this book” and Sarah did not disappoint.

Taking real-life experience and detailing it in a book is not something you see often and Sarah has done it extremely well.

Today’s Chat

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Sarah is going to be hanging out in the comments so you can ask her anything and everything about the book, how she created a fiercely loyal community, how you can do the same, and what that means for your business, career, or organization.

You can ask her how to build offline communities – as well as online ones. You can ask her if there is an ROI to having a fiercely loyal community. You can ask her how the heck one starts to build a group of brand ambassadors. You can ask her how to determine the DNA of your existing community. You can ask her how to accelerate the growth of your community. Or you can ask her how she tied her blog – Escaping Mediocrity – into the development of this book.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Create a list of questions to ask Sarah about community building, brand ambassadors, and the Young Turks (plural now!).
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Sarah will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out between noon and 1:00. It’s entirely up to you; just make sure you’re here before 12:59

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

217 comments
Tv Odds
Tv Odds

Thanks on your marvelous posting! I actually enjoyed reading it you might be a great author. I will make certain to bookmark your blog and may come back very soon.

Howie Goldfarb
Howie Goldfarb

I totally missed this because @ginidietrich told me on Facebook and not twitter or email...BAHHH!! Goes to bed weeping in disarray.

SarahRobinson
SarahRobinson

@DooneyPug and they can read your very funny smartass answers. :-)

DooneyPug
DooneyPug

@SarahRobinson Oh this tweet just made my life easier. Thank you.

rajmalikdc
rajmalikdc

@Tinu How are you? Its been way too long. You gonna be in DC anytime soon? Love to catch up.

TonyBennett
TonyBennett

Uhh, Gini, how do I set a reminder for 3 hours ago if I'm just now reading this?? Sorry I missed you, Sarah, but it looks like you rocked the house without me :)

ScottMonty
ScottMonty

@jasonkonopinski Many thanks! What a great live chat.

ScottMonty
ScottMonty

@belllindsay Well thank you so much for that! And congratulations on the new role with @ginidietrich

SarahRobinson
SarahRobinson

@ginidietrich The Livefyre chat was SO fun!!! Thank for having me. :-)

SarahRobinson
SarahRobinson

Thank you so much everyone!! this was FUN!!! and thank you for having me @ginidietrich . You already know that I'm Fiercely Loyal to you. :-)

HiMac
HiMac

Sarah, I'm beginning to find more gray area in distinguishing between the terms community, network, and platform. As a founder in a preformative startup,  a clearer distinction would be helpful. Some examples, as comparisons, would be nice. Thanks

barrettrossie
barrettrossie

Just want to say hi, Sarah. Can't wait to read Jason's review and your book!

ginidietrich
ginidietrich moderator

Alright, kids. Fastest hour in history! If you didn't make it here for the live Q&A, don't be afraid to leave your question. @SarahRobinson will stop by when there is a comment and respond when she has time during her crazy book launch week!

belllindsay
belllindsay

Sarah, I'm not sure how I wasn't following you before. G'uh. I have now followed, and will continue to stalk you until I can get your book up here in Canada! :) Great chat, fab ideas, and HUGE congrats on the book! 

KevinVandever
KevinVandever

@SarahRobinson I have begun to build some fierce loyalty around the wine I'm making and attempting to market in the New Orleans area. My partner and I have a great story and have donated and shared the wine openly (weddings, fund raisers, a certain someone who will read this post, etc.). The community is so good that I had to slow the posting on our FB and Twitter accounts until we were completely ready to sell. Now that we are close (and might even have our first sale at a prominent hotel in New Orleans), we want to keep the momentum going, but things seem to change when ROI and actual commerce is involved. Brand loyalty and champions who love to taste and talk about the wine turn into "How can I help you sell...and make some money for me in the process?" I echo @LisaGerber's question about "what's in it for them?" My partner and I have an idea about how to keep the buzz going about the wine without turning everyone who's excited about it into a paid Ambassador (sales person). What are your thoughts on this long winded question?

DooneyPug
DooneyPug

I've got to run and am wondering if we can see the whole convo somewhere.  Is that a possibility @ginidietrich ?

Lisa Gerber
Lisa Gerber

Hi @SarahRobinson ! I'd like to follow up on some of the Brand Ambassador questions. We're working with a client in particular where we will soon be creating some type of formalized ambassador program, but I still struggle with "what's in it for them?"

We wouldn't compensate, and we know there are ambassadors out there because their product has saved lives. Do they become ambassadors just for the pride? Do we need to give them something more?  

SarahRobinson
SarahRobinson

Im trying to keep up with everyone's questions - well except for @ryancox 's. Forgive me if I've somehow missed yours and aske me again!!

ryancox
ryancox

Question 9) Explain this: 

Encourage self-governance and group ac- countability as much as is practical. 

 

How much is too much self-governance? 

ryancox
ryancox

Question 8) What is one thing that people do wrong when building a community?

meghankrane
meghankrane moderator

Speaking of the book, any idea when it will be back in stock on Amazon? Are there other places to buy it?

ryancox
ryancox

Question 7) Is there a weak point of the book, and what is it? What do you not cover that is hypercritical to building a community?

ryancox
ryancox

Question 6) Why did you write this book? I don't want the PR answer.

ryanleecox
ryanleecox

@C_Pappas @ginidietrich @SarahRobinson @SpinSucks Gini is just #hating on me today like WHOA

jasonkonopinski
jasonkonopinski

I can't stay long (an afternoon of meetings awaits) - and we've already discussed the story behind the book previously during the podcast, but here's one I thought about, @SarahRobinson 

 

So much of helping cultivate a community of brand ambassadors and a referral network centers on the concept of "good" content (i.e. relevant to a target audience). How does an organization or individual (particularly a startup) map relevancy for a community that it doesn't yet realize? 

Latest blog post: Make It Stick

Carmelo
Carmelo

It seems like some people can very easily connect online (virtually) and others tend to hold back. In building a community, do you feel there needs to be any "live" or in person connection? Such as live events? Lindsay doesn't need them but some do! (and Gini is always "live" anyway)

belllindsay
belllindsay

I feel like I deeply know people on Twitter - well, the one's I've formed friendships with anyhow, and I mean *deeply* know, like I would rescue them if they were tied up on a train track - do you think those connections are rare......did I just get lucky.....am I an evolutionary freak? Or that people ultimately can't really, deeply connect until there has been real-life hugs, etc.? 

yvettepistorio
yvettepistorio

I know this is Gini's question, but i'm dying of curiosity...how do you build a group of brand ambassadors? I've seen companies pay for them, but if you have a loyal community, what it is that turns them into an ambassador?

meghan_krane
meghan_krane

@ginidietrich I'm there! Sorry the train was running late.

DooneyPug
DooneyPug

How did you know that your calling was to be a Community Builder?  Or is your calling still evolving?

meghankrane
meghankrane moderator

What was your process for figuring out how to structure the content of the book?

ryancox
ryancox

Question 5) If you left one thing out of your book you wish you didn't -- what would that be?

ryancox
ryancox

Question 4) If you had to give a % to the values: it's got to come from the community || you have to do it ... when building a community, what are those percentages? 70-30, 80-20, 50-50?

ryancox
ryancox

Question 3) How pivotal was the dorm experience on your 'gaining' expertise in building communities?

ryancox
ryancox

Question 2) If you can have someone have ONLY ONE takeaway from reading the book, what is that takeaway?

ryancox
ryancox

Questions 1) Why didn't I get a shout out in the book?

DooneyPug
DooneyPug

Rumbling?  We're going to rumble too?  Bonus.

ginidietrich
ginidietrich moderator

OK! Are we ready? Let's get ready to rumble!

 

The first question: There is lots of talk about the ROI of your mom and not being able to measure online efforts. But you and I both have grown our businesses because of strong communities.  What ROI do you discuss in the book and how can others apply that same thing?

AnneReuss
AnneReuss

It's all on Livefyre!? That's really great @ginidietrich it makes the convo totally accessible. Thrilled this will be a regular thing. Thank you! @SarahRobinson have a blast! The boys smell but they're funny! 

Trackbacks

  1. […] them, they might work even harder for you, especially if they know you’ve noticed them. Create fierce loyalty within your […]

  2. […] you want to learn more about creating a loyal community, head on over to Spin Sucks and check out the Livefyre chat with Sarah Robinson. The author of “Fierce Loyalty: Unlocking the DNA of Wildly Successful […]

  3. […] For former guests, check out Margie Clayman and Sarah Robinson. […]

  4. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, and Beth […]

  5. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, and Sarah […]

  6. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  7. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  8. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  9. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  10. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  11. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  12. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]

  13. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch […]