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Community Service Management

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Community Management - Basics v.2. with more explainations ;)

Community Management - Basics v.2. with more explainations ;)

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  • 1. Engagement Influence Communication ? Community Management?
  • 2. Incentive Feedback Don't like That's nice (Social) Media BUZZ Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing The Big Picture
  • 3. 1. Engagement Pyramid 2. Levels of Influence 3. Communication 4. Pro-active CM Services Community Management!
  • 4. Step 1 – Engagement Pyramid
  • 5. Passive Customers The ressources of vibrant communities are those, who might never even log in to a community page, channel or forum. But: New community members recruit from this level. If there is no healthy basic layer, the community will dry out inevitably.
  • 6. Listeners Passive Customers Listeners already associate with your community. They are well informed, but not necessarily visible in engagement stats, although they are engaged in community activities.
  • 7. Contributors Listeners Passive Customers Contributors are the „classic“ community members. They are highly engaged, they take part in community activities, but they do not lead or influence opinions. They join and backup opinion leaders.
  • 8. Opinion Leaders Contributors Listeners Passive Customers Opinion Leaders can be viewed as the spearhead of the Engagement Pyramid. They will express their love and hate as they feel it is the time to „blow the whistle“ - then, Community Management is in charge to listen seriously and react....
  • 9. Discussion Opinion Leaders Contributors Listeners Passive Customers ...to facilitate and foster a constructive and healthy discussion environment, which leads to utilisable feedback. With the Community Management expressing the will of a brand to take the needs of its community seriously, this will help to reduce negative opinions and grow positive sentiment.
  • 10. That's nice Discussion Opinion Leaders Contributors Listeners Passive Customers Example – Opinion Leader creates discussion
  • 11. That's nice Don't like Discussion Opinion Leaders Contributors Listeners Passive Customers Example – Opinion Leader counters arguments
  • 12. That's nice Don't like Discussion I also enjoy! Opinion Leaders Contributors Listeners Passive Customers Example – Positive contribution backs discussion starter
  • 13. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders Contributors Listeners Passive Customers Example – Additional contributors keep the discussion hot
  • 14. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders Spread the word Contributors to less engaged buddies Listeners Passive Customers Example – Listeners pick up the pros & cons of the discussion and spread the word to their buddies.
  • 15. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders Spread the word Contributors to less engaged buddies Meet in-game Play / Use Pick up opinions Search for problem solvers Listeners Passive Customers Example – Although Passive Customers won't get involved in the original discussion as they search for problem solvers, they will get influenced by more engaged friends and buddies.
  • 16. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N G A Spread the word Contributors G to less engaged buddies E Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers Takeaway: Opinion Leaders can be viewed as the concentration of opinion at the top of the engagement pyramid – what means: You need to think of them not only as a single, vocal person, but also of the slew of supporters and possible influencers following closely behind.
  • 17. Step 2 – Levels of Influence
  • 18. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N G A Spread the word Contributors G to less engaged buddies E Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers „More engagement leads to more influence, but influence grows top-down“
  • 19. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N G A Spread the word Contributors G to less engaged buddies E Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers This means: The four levels of the engagement pyramid ...
  • 20. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N G A Spread the word Contributors G to less engaged buddies E Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers … can be seperated ...
  • 21. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N G A Spread the word Contributors G to less engaged buddies E Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers … into three basic Levels of Influence.
  • 22. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A Spread the word Contributors G to less engaged buddies E Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers Core Community - these are the highly engaged forum and social media members, bloggers and fanpage hosters. They are ressources of valuable product feedback and they will act as multiplicators for any kind of sentiment
  • 23. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A Spread the word Contributors G to less engaged buddies Support Community E (Spread-the-Word) Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N T Passive Customers The Support Community extends the Core Community beyond offical channels and known fansites. Listeners are the most versatile group of support influencers, because they are in direct contact and part of the third group...
  • 24. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A Spread the word Contributors G to less engaged buddies Support Community E (Spread-the-Word) Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N Buddy Community T (Buddy-to-Buddy Interaction) Passive Customers ..which is the Buddy Community. There, most of the influence and word of mouth effect is created. This section can also be dubbed as the transition to the „Long Tail“ of the Levels of Influence „picture“.
  • 25. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A Spread the word Contributors G to less engaged buddies Support Community E (Spread-the-Word) Meet in-game M Play / Use Pick up opinions E Search for problem solvers Listeners N Buddy Community T (Buddy-to-Buddy Interaction) Passive Customers Finally..
  • 26. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers ..the Levels of Influence...
  • 27. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers Give it a try..! Are there issues? .. lead to a common term ..
  • 28. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers Give it a try..! Are there issues? That's great about the game.. Cares about Community feedback? .. which incorporates the effects of ..
  • 29. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? That's great about the game.. Cares about Community feedback? ...engagement, opinion and community...
  • 30. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Product service? Cares about Community feedback? .. in a single question, that also holds the answer, why it is important to care about the Engagement Pyramid and the Levels of Influence:
  • 31. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Product service? Cares about Community feedback? Did you know...? „Did you know...?“
  • 32. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? „...that this is a great product I can fully recommend!“
  • 33. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? Brand Perception In order to build a strong community and a positive sentiment around your brand, this is the answer, Community Management is working towards!
  • 34. Step 3 – Communication
  • 35. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? Brand Perception To achieve this goal, some additional communication is needed:
  • 36. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? Brand Perception Marketing Community Management is part of the process of Marketing incentives..
  • 37. That's nice Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing ...and Public Relations activities to create brand awareness and a positive brand perception. While Marketing and PR take on the messaging..
  • 38. That's nice Incentive Feedback Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing ...Community Management aims to vice-versa connect the brand with its community by showing proximity and creating a feedback channel. Embrace, engage, involve – these are the key terms.
  • 39. That's nice Incentive Feedback Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing Through incentives, for example like contests and events, the community not only connectes with a brand ...
  • 40. That's nice Incentive Feedback Don't like Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing ..but also generates valuable feedback, which will help the brand to improve services and products.
  • 41. Incentive Feedback Don't like That's nice (Social) Media BUZZ Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing On the other hand, the (social) media buzz, initially generated by PR, Marketing and Community Management incentives..
  • 42. Incentive Feedback Don't like That's nice (Social) Media BUZZ Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing ...will be fueled by the engaged community members...
  • 43. Incentive Feedback Don't like That's nice (Social) Media BUZZ Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing ...leading to a broader and stronger Level of Influence...
  • 44. Incentive Feedback Don't like That's nice (Social) Media BUZZ Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing ..what eventually generates a stronger word-of-mouth effect and grows brand awareness and positive brand perception.
  • 45. 4. Pro-Active CM = Maximize Effects
  • 46. Incentive Feedback Don't like That's nice (Social) Media BUZZ Discussion I also enjoy! Support complaint Opinion Leaders E N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing The following pages show some of the tools, we are using to achieve this goal!
  • 47. + Incentive Feedback Don't like That's nice (Social) Media BUZZ + + Discussion E I also enjoy! Support complaint Opinion Leaders N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing Moderation Brand Perception ends up in a messy situation & Activity
  • 48. + Incentive Feedback - Don't like That's nice (Social) Media BUZZ + + Discussion - E I also enjoy! Support complaint Opinion Leaders N Core Community (Multiplicators) G A I Spread the word Contributors G N to less engaged buddies Support Community E F (Spread-the-Word) M L Meet in-game Play / Use Pick up opinions E U Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Are there issues? Communication? Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging Brand Perception Marketing Moderation Monitoring & Brand Perception ends up in a messy situation & Activity Appeasement
  • 49. + Incentive Feedback - Don't like That's nice (Social) Media BUZZ + + + Discussion - E I also enjoy! + Support complaint Opinion Leaders N Core Community (Multiplicators) G A I + Spread the word Contributors G N to less engaged buddies Support Community E F L Meet in-game+ (Spread-the-Word) M U Play / Use Pick up opinions E Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Let's join... That's great about the game.. Word Of Mouth Advertisement Are there issues? Product service? Communication? Cares about Community feedback? + Did you know...? PR Messaging Brand Perception Marketing Moderation Monitoring & Community Brand Perception ends up in a messy situation & Activity Appeasement Coordination
  • 50. + Incentive Feedback - Don't like That's nice (Social) Media BUZZ ++ + + Discussion - E I also enjoy! + Support complaint Opinion Leaders N Core Community (Multiplicators) G A I + Spread the word Contributors G N to less engaged buddies Support Community E F L Meet in-game+ (Spread-the-Word) M U Play / Use Pick up opinions E Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Let's join... That's great about the game.. Word Of Mouth Advertisement Are there issues? Product service? Communication? Cares about Community feedback? + Did you know...? PR Messaging Brand Perception Marketing Moderation Monitoring & Community Feedback Brand Perception ends up in a messy situation & Activity Appeasement Coordination Tracking
  • 51. + Incentive Feedback - Don't like That's nice (Social) Media BUZZ ++ + + Discussion - E I also enjoy! + Support complaint Opinion Leaders N Core Community (Multiplicators) G A I + Spread the word Contributors G N to less engaged buddies Support Community E F L Meet in-game+ (Spread-the-Word) M U Play / Use Pick up opinions E Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! Let's join... That's great about the game.. Word Of Mouth Advertisement Are there issues? Product service? Communication? Cares about Community feedback? + Did you know...? PR Messaging + Brand Perception + Marketing Moderation Monitoring & Community Feedback Events & Brand Perception ends up in a messy situation & Activity Appeasement Coordination Tracking Promotion
  • 52. + - Incentive Feedback + (Social) Media BUZZ That's nice Don't like ++ + + Discussion - E I also enjoy! + Support complaint Opinion Leaders N Core Community (Multiplicators) G A I + Spread the word Contributors G N to less engaged buddies Support Community E F L Meet in-game+ (Spread-the-Word) M U Play / Use Pick up opinions E Search for problem solvers Listeners N E T N Buddy Community (Buddy-to-Buddy Interaction) C E Passive Customers I recommend... Give it a try..! + Are there issues? Communication? + Let's join... That's great about the game.. Word Of Mouth Advertisement Product service? Cares about Community feedback? Did you know...? PR Messaging + Brand Perception + Marketing Moderation Monitoring & Community Feedback Events & Content Social Media Brand Perception ends up in a messy situation & Activity Appeasement Coordination Tracking Promotion Management Management
  • 53. Thanks for your attention!
  • 54. Embrace. Engage. Involve. Edelmann We Care About Your Community Community Management http://www.edelmann-cm.com facebook.com/edelmannCM twitter.com/edelmannCM

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