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Growing Successful Online Communities
 

Growing Successful Online Communities

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Angela Connor's presentation at Cause Camp 2014 in Lincoln, Nebraska. Many thanks to the Lincoln AMA.

Angela Connor's presentation at Cause Camp 2014 in Lincoln, Nebraska. Many thanks to the Lincoln AMA.

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    Growing Successful Online Communities Growing Successful Online Communities Presentation Transcript

    • Growing Successful Online Communities Angela Connor, SVP; Group Director - Media April 4, 2014 CauseCamp #CapstratSocial
    • © 2014 Capstrat LLC. All Rights Reserved. 2 B2C B2B 2 Clients Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 3 I pledge to be: • Candid • Insightful • Passionate • Helpful • Funny • Enlightening AngelaConnor.com aconnor@capstrat.com Angela Connor @communitygirl #capstratsocial What to Expect
    • © 2014 Capstrat LLC. All Rights Reserved. 4 What I’ll Share Today Angela Connor @communitygirl #capstratsocial AGENDA TOPIC TIME If you build it will they come? 10 minutes Community: More than Facebook and Twitter 10 minutes Guiding principles for brands today 10 minutes Leveraging events to grow community 15 minutes Discussion/Q&A 15 minutes
    • © 2014 Capstrat LLC. All Rights Reserved. 5 …manage a FB brand page. …manage a LinkedIn or Twitter account. …manage a niche online community. …have a content strategy. …create milestones and measure your success. …have identified your target audience. …consider yourself a community manager. Raise your hand if you… Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 6 Why Communities FailIf you build it, will they come?
    • © 2014 Capstrat LLC. All Rights Reserved. 7 Every community is different Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 8 And so is every platform
    • © 2014 Capstrat LLC. All Rights Reserved. 9 So don’t take a cookie-cutter approach Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat, LLC. All Rights Reserved. WHY COMMUNITIES FAIL Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 11 Communities fail because… Companies take them for granted Limited resources No community manager No clear objective or reason for existing No long-term strategy or metrics Shiny object syndrome Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat, LLC. All Rights Reserved. THERE’S MORE THAN FACEBOOK AND TWITTER Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 13 New communities still make headlines Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 14 New Communities – More than Facebook and Twitter Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat, LLC. All Rights Reserved. GUIDING PRINCIPLES Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 16 Guiding Principles Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 17 Guiding Principles Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. Provide value. Give participants information they can’t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 18 Guiding Principles Focus on the members. It is a must that you have content that draws people in and keeps them coming back. User-experience is a key component. Provide value. Give participants information they can’t find elsewhere. Educate them. Help solve their problems. Provide insight on topics they care about. Listen and respond. Be present. Find out what they like and don’t like and do something about it. Be open. Ask for opinions and feedback. Respect your members. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 19 Guiding Principles Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user- generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 20 Guiding Principles Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user- generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. Make it easy for everyone. Membership is the goal but lurkers matter. It could take months for a participant to actually join a community. Provide some content that doesn’t require membership and encourages conversion. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 21 Guiding Principles Repurpose and remix. Existing content can be used and reused. It will always be new to someone. Showcase user- generated content. The well is never dry when you find ways to breathe new life into archives and take a different approach. Make it easy for everyone. Membership is the goal but lurkers matter. It could take months for a participant to actually join a community. Provide some content that doesn’t require membership and encourages conversion. Know what you want and why you’re there. If you don’t know what you’d like from the community, the community won’t know either, and you’ll never get it. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat, LLC. All Rights Reserved. LEVERAGING EVENTS TO GROW COMMUNITY Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 23 Case Study: Carolina Biological Supply Company Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 24Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 25 Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Twitter favorites, retweets and mentions Increase followers on Twitter New Twitter followers Expand reach on Facebook to connect with teachers unable to attend the conference New Fans Facebook Post Reach Leveraging events to grow community Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 26 Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Twitter favorites, retweets and mentions 65 favorites, retweets and mentions from April 10-15 Increase followers on Twitter New Twitter followers 60 new followers from March 29 to April 22 Expand reach on Facebook to connect with teachers unable to attend the conference New Fans 175 new fans from April 4-15 Facebook Post Reach Average of 1,750 reached for all posts. Leveraging events to grow community Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 27 Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Twitter favorites, retweets and mentions 65 favorites, retweets and mentions from April 10-15 6 favorites, retweets and mentions Increase followers on Twitter New Twitter followers 60 new followers from March 29 to April 22 10 new followers Expand reach on Facebook to connect with teachers unable to attend the conference New Fans 175 new fans from April 4-15 71 new fans Facebook Post Reach Average of 1,750 reached for all posts. 1260 average reach Leveraging events to grow community Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 28 Goal Key Metric Key Target 8-Week Average Final Status Drive engagement on Twitter Twitter favorites, retweets and mentions 65 favorites, retweets and mentions from April 10-15 6 favorites, retweets and mentions 52 favorites, retweets and mentions Increase followers on Twitter New Twitter followers 60 new followers from March 29 to April 22 10 new followers 60 new followers (baseline: 701) Expand reach on Facebook to connect with teachers unable to attend the conference New Fans 175 new fans from April 4-15 71 new fans 627 new fans (baseline: 8050) Facebook Post Reach Average of 1,750 reached for all posts. 1260 average reach 5503 average reach Leveraging events to grow community Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 29 Handling a community crisis in the making Kristina Johnson took to Facebook to share her sister Kim Johnson Smith’s breast cancer story. While researching the case, Capstrat and the client learned that her sister was not a BCBSNC customer. Instead of focusing on shedding the blame, Capstrat helped our client draft a final response that was in compliance with HIPAA regulations and did not focus on the inaccuracies or ask Kristina Johnson to remove the post . Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 30 The father of a 12-year-old girl launched a Facebook campaign stating that Blue Cross had denied his daughter’s treatment. In 48 hours, there were more than 1,000 likes. In three days, there were more than 4,000 tweets with the hashtag #helpellen, with approximately 1.1 million impressions. Users took to local news to spread the word. Capstrat worked with our client to identify the inaccuracies in the story on social media and on news outlets. We developed messages to address inaccuracies and worked with the entire company to expedite the claim and resolve it quickly. Handling a community crisis in the making Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 31 The Community Manager’s Oath I own this community. It is my job to make it a living, breathing, interesting and active community. I will not be lazy. I will appreciate my community’s uniqueness and seek to connect and engage. I will try and test new tactics. I will seek input from the community and act on it when possible. If I find myself indifferent or disinterested in the growth and success of the community, I will pass the baton and move on. Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 32 Thank you! Angela Connor Senior Vice President;Group Director aconnor@capstrat.com 919-573-6307 AngelaConnor.com LinkedIn.com/angelaconnor Angela Connor @communitygirl #capstratsocial
    • © 2014 Capstrat LLC. All Rights Reserved. 33 Free Twitter Analysis and Audit For Two Send Angela an email with a few sentences describing your pain points or goals for Twitter. Include your Twitter handle. You will be eligible for a Twitter analysis and top line recommendations for enhancing your presence and connecting with your target audience. Recommendations will include: -Overview -Reach -Engagement -Top content -Follower profile -Word clouds -Best time to tweet -Findings & recommendations aconnor@capstrat.com Angela Connor @communitygirl #capstratsocial