Community management generic overview
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Community management generic overview

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I ofter get requests for Community Management overviews. I created this presentation as a framework for developing community approaches. The workshop exercises have been removed to ensure the privacy ...

I ofter get requests for Community Management overviews. I created this presentation as a framework for developing community approaches. The workshop exercises have been removed to ensure the privacy of my clients. Let me know what you think.

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Community management generic overview Community management generic overview Presentation Transcript

  • Section 1:Community Management
  • Definition:Community management is the act of building,growing and managing online communities bybuilding a channel where they can have valuableinteractions.Jeremiah Owyang, Principle,Altimeter Group , 2007
  • Four Pillars of Community ManagementExperience ConversationContent Collaboration
  • • The experience should support the uniqueneeds/expectations of your audience:• Participants• Influencers• Alumni• Be aware that other audiences may lurk• Media• Business• CompetitorsPillar 1: Experience
  • • Summer Company Social Experience should be:– Informative– Supportive– Encouraging• Content Strategy– Program Information– Process– Success Stories– Other subjects to support Participant objectivesPillar 1: Experience
  • • The Experience design follows the stages ofthe program• Messages tailored:– Phase– Audience– Decision point• Experience design for post-onboardingPillar 1: ExperienceAwarenessAcquisitionOnboarding
  • • Conversations are key– Topics– Sentiment– Questions• Start by listening• What you will learn:– What content works– What information is missing/not easily findable– What parts of your story can be improvedPillar 2: Conversation
  • • Every opportunity to have a conversationshould be evaluated:– Who is engaging? (Audience)– What is their motivation? (Emotion)– What is the expected resolution? (Objective)– How do we achieve this and maintain our brand?(Experience)• Conversations drive engagement– Demonstrates your commitment to the audience– Creates value = reason to return– Drives advocacyPillar 2: Conversation
  • Pillar 3: Content• Content is the crux of the conversation• Good content creates interest
  • Pillar 4: Collaboration• Social media feeds a need to interact and have a say• Behavioural shift that impacts business:– Quick response– Always available– Self-serve tools• Audience empowerment• Advocacy• Permanent change
  • Pillar 4: Collaboration• Organizations are shifting to collaborative socialprograms:– Product development– Customer service– Marketing
  • Questions?