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Gini Dietrich

Join Sarah Robinson for a Special Livefyre Q&A Today

By: Gini Dietrich | September 18, 2012 | 
231

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, a Chicago-based integrated marketing communications firm. She is the lead blogger here at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Her second book, Spin Sucks, is available now.

216 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

@SarahRobinson hahahaha true, true.

Tinu
Tinu

@rajmalikdc Well thanks. Will be hanging out at the Rad Campaign hq from 5 - 6:30 tomorrow, and also in town tomorrow evening.

belllindsay
belllindsay

@ScottMonty Cheers Scott, I appreciate that! I'm jumping in with both feet - very happy to part of such a great team. :) cc @ginidietrich

ginidietrich
ginidietrich

@SarahRobinson My pleasure! I hope it helped sales!

SarahRobinson
SarahRobinson

 @HiMac Off the top of my head I would distinguish them this way:

 

A community is a group of people that you interact with all the time. You are invested in them and they are invested in you. They are also connected to each other.

 

A network is simply a list of all the people you know and keep in touch with fairly regularly. They aren't necessarily connected to each other in any way.

 

A Platform is a combination of people and message on which you and your brand stand. It can involve both a community and a network.

 

I'll try to think of concrete examples to illustrate. :-)

SarahRobinson
SarahRobinson

 @Tinu you are not the first person to ask me about this and I must confess that I don't know enough about crowd-funding to speak about it intelligently. Yet. :-) Adding that to things I need to research. :-)

SarahRobinson
SarahRobinson

 @KevinVandever  @SarahRobinson If the question is coming down to $$ compensation then I would say the community isn't as strong and robust as it could be. People become Fiercely Loyal to a brand and it's community because it has become an essential part of who they are and how they define themselves. I'm thinking both of big brands like Harley Davidson and little mom n' pops like the independent coffee shop around the corner. Giving up those brands would mean giving up the community that is essential to them - and that's not likely to happen.

ginidietrich
ginidietrich moderator

 @KevinVandever  First, I love your wine and will happily promote it (and drink it) and buy it without compensation. Unless, of course, you're dying to give me more to test. :) But we found this when Marketing in the Round came out. We gave and gave and gave to our communities and it was VERY interesting when we finally asked people to buy, how few actually did. The thing I learned from that is I *think* you have to provide things for people to buy consistently. 

rajmalikdc
rajmalikdc

@Tinu Coffee before your 5pm mtg?

TonyBennett
TonyBennett

@ginidietrich just when I thought that I snuck in a comment that wouldn't be replied to.... Seriously, Gini, you're the G.O.A.T.

KevinVandever
KevinVandever

@SarahRobinson I don't think we're at that point yet; with folks asking for $$ compensation before they will show us any love. But it has come up from a few. Point is well taken, though, about our community not being strong as robust as it could be. We will continue to work in that area. Thanks for the insnsight and good luck with the book.

Tinu
Tinu

 @ginidietrich  @KevinVandever There's a tipping point to giving, I think. Even though I get free copies of books from friends to review, I still go out and buy another copy after having learned the lesson that sometimes you can give to the point of de-valuing, or give the wrong things in the wrong amount, with the wrong timing. And as Gini said, consistency is a big deal. I noticed with myself that if the people I support give give give give then ask me to buy, then give again, I'm more likely to buy each time than if they give for several months and then ask me to buy just once. 

Tinu
Tinu

@rajmalikdc I'd prefer wine, LOL. The spot I hit when I'm in town is Fire & Sage. There's a Starbucks in that same block. Around 4?

KevinVandever
KevinVandever

@Tinu @ginidietrich Thanks to both of you. I think we are going to try something along those lines. We are creating a wine that we share, donate, give for "testing", etc. and do a better job at providing a consistent product to purchase.

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 [...]

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  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 […]