Online communities:
The bits inside the box
The right formula
The art of community management ad building has often been regarded as a
very difficult one to master.
H...
Content balance cube
Core
Passions / Interests
Air Traffic Control
10%
80%
10%
Product
Issues / Crisis
Mgmt
Shared
interes...
Community building cube
Content
Engagement
Promotion
30%
40%
30%
Scheduled
Paid, earned,
owned
Real-time
Often
forgotten
Brand output cube
Original content
Discussions
Apps / Interactive properties
20%
20%
Curated content
40%
20%
Most cost
eff...
Contact
Adam Vincenzini
AdamVincenzini.com
@AdamVincenzini
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Community Management: The bits inside the black box

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The art of community management and building has often been regarded as a very difficult one to master.
However, there are three key pillars which can make or break online communities driven by brands and businesses.
The three areas of focus are:
Content balance – what should you be talking about
Community building – getting the right people to interact with you / your page
Brand output – the types of activity that should characterise your presence
The following slides bring each of these areas to life.

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  • All this slide is saying is that if you just feed your community ‘salesy’ product or marketing messages you won’t appeal to hem as much as you could. The key to any community, online or offline, is to identify shared interests. Once you have your bucket of shared interests / passions, you can connect on more than just a product level. If you can be useful within this context, you will generate an even greater rapport.
  • A very common sense slide but getting the balance right is often difficult. Yes, communities thrive on great and relevant content, but it needs to be something they can interact with. And, if you don’t promote your community, there won’t be anyone there to interact with the environment you are creating.
  • Balance, again, is key here. By using each of these different types of consumer engagement techniques you can keep your destination fresh and followed.
  • Community Management: The bits inside the black box

    1. 1. Online communities: The bits inside the box
    2. 2. The right formula The art of community management ad building has often been regarded as a very difficult one to master. However, there are three key pillars which can make or break online communities driven by brands and businesses. The three areas of focus are: • Content balance – what should you be talking about • Community building – getting the right people to interact with you / your page • Brand output – the types of activity that should characterise your presence The following slides bring each of these areas to life. Note: Detailed explanations of each slide are included in the ‘speakers notes’ section.
    3. 3. Content balance cube Core Passions / Interests Air Traffic Control 10% 80% 10% Product Issues / Crisis Mgmt Shared interests with your community Big opportunity for brands
    4. 4. Community building cube Content Engagement Promotion 30% 40% 30% Scheduled Paid, earned, owned Real-time Often forgotten
    5. 5. Brand output cube Original content Discussions Apps / Interactive properties 20% 20% Curated content 40% 20% Most cost effective Owned blogs, photos, events etc Goodies from around the web Genuine conversations Something to keep you coming back / share
    6. 6. Contact Adam Vincenzini AdamVincenzini.com @AdamVincenzini
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