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Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
Social summer 12   community management tools and techniques
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Social summer 12 community management tools and techniques

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  • 1. COMMUNITY MANAGEMENT TOOLS AND TECHNIQUESPaul FabrettiDigital Director, Brazen PR@paulfabrettiCIPRsm
  • 2. WHAT WE’RE GOING TO COVER1. What IS community management?2. Why is there a problem?3. Common community management issues4. So what do you need to think about?5. Questions CIPRsm
  • 3. WHAT ARE WE TALKING ABOUT? Developing and nurturing an audience under a common interest:  Creating content  Responding to customers:  Customer service/sales  Outreach/moderation  Directing business change CIPRsm
  • 4. WHY ARE WE TALKING ABOUT IT? 1: These are tough times:  Recession PR - more from less  Undefined role/structure – who and when?  Inefficient – time drain CIPRsm
  • 5. WHY ARE WE TALKING ABOUT IT? 2: Consumer behaviours changing:  Always-on – how to keep up  Shares – good & bad content/experiences  Collaborates – together consumers are stronger  Creates – on-ramp to creativity is much lower now than ever CIPRsm
  • 6. TYPICAL CM ISSUES - CHANNELS 1: Social is multi-format and mobile: Diverse - different platforms with different functions Content types – different formats Speed of response – real-time CIPRsm
  • 7. TYPICAL CM ISSUES - GEOGRAPHY 2: Social is global: Timings – different time zones Language – multiple translations and tones Variances – local product and trends CIPRsm
  • 8. TYPICAL CM ISSUES - ORGANISATION 3: Social isn’t everyone’s business  Curation – different teams, different plans  Purpose – comms or marketing or CS  People – not everyone cares (or knows) as much as you  Feedback – how does the business learn CIPRsm
  • 9. CM PLANNING CHECKLIST – AUDIENCE 1a: Know:  You & your products  Your competitors  Your sector YOU  Where  Media Used  Metrics CIPRsm
  • 10. CM PLANNING CHECKLIST – AUDIENCE 1b: Know:  Media split – which are your time- consuming channels  Themes – recurring issues or praise  Content – conversations or mentions  People – Influencers or Passives CIPRsm
  • 11. CM CHECKLIST – THE AUDIENCE Understanding the media split is crucial – know where you time-consuming channels areCIPRsm
  • 12. CM CHECKLIST – THE AUDIENCE 15% 230 4% 6 10% 2 44 Understanding the media split is crucial – know where you time-consuming channels areCIPRsm
  • 13. CM PLANNING CHECKLIST – TIME Twazzup:  Velocity  Influencers  Popular:  users  hashtags  keywords CIPRsm
  • 14. CM PLANNING CHECKLIST – INFLUENCERS Socialbakers:  Key Influencers  Twitter & Facebook  Most engaged users  Post reach/engagement CIPRsm
  • 15. CM PLANNING CHECKLIST – CONTENT edgerankchecker:  Content performance  Evaluate news stream visibility/ average engagement metrics for each post  Identify optimum times/content for your sector CIPRsm
  • 16. CM PLANNING CHECKLIST – TIMINGS Expectations:  Routine  Opening hours  Setting expectations  House rules CIPRsm
  • 17. CM PLANNING CHECKLIST – CONTENT retweetrank:  Reach and Exposure  Average RT/Tweet  Total RT’s  Influencers  Follower growth and more CIPRsm
  • 18. CM PLANNING CHECKLIST – PEOPLE STRATEGIST COMMUNITY EDITOR RESEARCHER MANAGER• Commercial • Delivery of • Writing • Brand objectives content plan • Status monitoring• Metrics • Content Updates (and • Competitor• Process (sourcing, moderation accompanying analysis posting, moderation) • Influencer/Detr multimedia • Content• Content Strategy: actor content) gathering – (frequency, time, management • Blog posts internal liaising content type, • Issue moderation process) escalation• Internal strategic • “General” liaison conversation CIPRsm
  • 19. CM PLANNING CHECKLIST – POSTING Content plan:  Annual plans  2/3-months ahead  Localisation  Legal approval  Assets (lead times)  Posting schedule  A SHTF plan CIPRsm
  • 20. CM PLANNING CHECKLIST – MODERATION Take reasonable action to fix issue and let customer know action taken POSITIVE NEGATIVE Yes Yes Do you Evaluate Does customer No Assess the want to the need/deserve message respond? purpose more info? Yes Yes Are the No No Unhappy Gently correct factsResponse Customer? the facts correct? No Dedicated Yes Are the No Yes Can you No Complainer facts add value? ? correct? No Yes Is theRespond in Explain what is Thank the problem Yes kind & Comedian? being done to person being share fixed? correct the issue. No Yes Let post stand and monitorCIPRsm
  • 21. CM PLANNING CHECKLIST – PLATFORMS Platforms:  Auto-schedule  Team roles/permissions /assignments  Moderation queue  Content/user flagging  Engagement analytics CIPRsm
  • 22. SUMMARY Check volumes/channels Categorise content/issues Know who/what to respond to Use a professional tool (to schedule, moderate, assign) Plan ahead – content gathering SHTF planCIPRsm
  • 23. QuestionsCIPRsm
  • 24. THANK YOU The next Social Summer sessions are: •In the race for more followers and fans, have brands forgotten about the importance of engagement? – 13 September •Social TV – A fertile ground for engagement and a nightmare for crisis – 20 SeptemberCIPRsm

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