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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. ...

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 Presentation Transcript

  • 1. Online communities:The bits inside the box
  • 2. The right formulaThe art of community management ad building has often been regarded as avery difficult one to master.However, there are three key pillars which can make or break onlinecommunities 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 presenceThe following slides bring each of these areas to life.Note: Detailed explanations of each slide are included in the ‘speakers notes’ section.
  • 3. Content balance cube 10%Issues / Crisis Mgmt Air Traffic Control 80% Sharedinterests with your Passions / Interests Big community opportunity for brands 10% Product Core
  • 4. Community building cube 30%Paid, earned, owned Promotion 40% Real-time Engagement Often forgotten 30% Scheduled Content
  • 5. Brand output cubeSomething to 20% keep youcoming back / Apps / Interactive properties share 20% Genuineconversations Discussions 40% Most cost effective Goodies fromaround the web Curated content 20%Owned blogs,photos, events etc Original content
  • 6. ContactAdam VincenziniAdamVincenzini.com@AdamVincenzini