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I ofter get requests for Community Management overviews. I created this presentation as a framework for developing community approaches. The workshop exercises have been removed to ensure the privacy of my clients. Let me know what you think.
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Section 1:Community Management
Definition:
Community management is the act of building, growing and managing online communities by building a channel where they can have valuable interactions.
Jeremiah Owyang, Principle, Altimeter Group , 2007
Four Pillars of Community Management
Experience Conversation
Content Collaboration
• The experience should support the unique needs/expectations of your audience:• Participants• Influencers• Alumni
• Be aware that other audiences may lurk• Media• Business• Competitors
Pillar 1: Experience
• Summer Company Social Experience should be:– Informative– Supportive– Encouraging
• Content Strategy– Program Information– Process– Success Stories– Other subjects to support Participant objectives
Pillar 1: Experience
• The Experience design follows the stages of the program
• Messages tailored:– Phase– Audience– Decision point
• Experience design for post- onboarding
Pillar 1: Experience
Awareness
Acquisition
Onboarding
• Conversations are key– Topics– Sentiment– Questions
• Start by listening
• What you will learn:– What content works– What information is missing/not easily findable– What parts of your story can be improved
Pillar 2: Conversation
• Every opportunity to have a conversation should be evaluated:– Who is engaging? (Audience)– What is their motivation? (Emotion)– What is the expected resolution? (Objective)– How do we achieve this and maintain our brand?
(Experience)
• Conversations drive engagement– Demonstrates your commitment to the audience– Creates value = reason to return– Drives advocacy
Pillar 2: Conversation
Pillar 3: Content
• Content is the crux of the conversation• Good content creates interest
Pillar 4: Collaboration
• Social media feeds a need to interact and have a say• Behavioural shift that impacts business:– Quick response– Always available– Self-serve tools
• Audience empowerment• Advocacy• Permanent change
Pillar 4: Collaboration
• Organizations are shifting to collaborative social programs:– Product development– Customer service– Marketing
Questions?
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