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Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
Strategic community management 2011
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Strategic community management 2011

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Presentation given on 9/6/2011 for the Social Media & Community Summit in Hamburg

Presentation given on 9/6/2011 for the Social Media & Community Summit in Hamburg

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  • 1. Strategic importance of Community Management<br />June 9th 2011<br />Kirsten Wagenaar<br />
  • 2. Strategic Community Management starts at the beginning<br />
  • 3. No community canbesuccesful without setting the right objectives<br />
  • 4. Repeatcustomers<br />
  • 5. Costreduction<br />
  • 6. Customer service<br />
  • 7. Feedback & Co-creation<br />
  • 8. Recruiting<br />
  • 9. Beforeyou start<br /><ul><li>What do wishtoachievewith the community?
  • 10. How does the community fit into the general business strategy?
  • 11. Who are potential members. Where are they?
  • 12. Is the organisationinvolvedenough?
  • 13. When is the community consideredsuccesful?
  • 14. Whatwillbemeasured?
  • 15. Which topics couldbe relevant andinteresting?
  • 16. What is expectedfrom the members?
  • 17. Is there a moderating strategy?
  • 18. activation, abuse, content, guidelines, rulesetc</li></li></ul><li>Nothing new<br />
  • 19. Whyjoinyour community?<br />Fun<br />Keep in touch<br />New contacts<br />Feeling of belonging<br />Business objectives<br />Selfexpression<br />Social status<br />Altruïsm<br />
  • 20. It’s allabout sense of communityPeople, relations, belongingand trust<br />
  • 21. Niche communtiesDaretochoose!<br />
  • 22. The socialecosystemResearch & understanding<br />
  • 23. First members<br />
  • 24. Atmosphere<br />
  • 25. Another community?One of the many pubs on the street<br />
  • 26. It only takes justone person<br />
  • 27. Moderation is likebeinga concierge, traffic cop, gardener, cheerleader, host, spam warrior, mediavore andempathat the same time<br />
  • 28. Guidelinesandrules<br />
  • 29. Activation<br />
  • 30. How toactivate<br />Relevant content<br />On the landingspage<br />Personal requests<br />E-Mail or DM<br />Connect<br />Reward / Ranking<br />Mutual interests & goals (cooperation)<br />Entertain<br />polls, actions, games<br />Crosspostingthroughoutposts<br />Twitter<br />Offline events<br />Notifications<br />News letters<br />Partnerships<br />
  • 31. Participation<br />
  • 32. Rewardgoodbehaviour<br />Make rules, useand project them<br />
  • 33. Crisis situations<br />
  • 34. Trolls, criticasters, negativityandspamming<br />
  • 35. Don’t feed the trolls!<br />
  • 36. 24 hourworkload ?<br />
  • 37. Empathy<br />
  • 38. Trust the community<br />
  • 39. A succesful community makes a betterorganisation<br />
  • 40. Measure!<br />
  • 41. Whatyoumeasuredepends on yourobjectives<br />
  • 42. Sales<br /><ul><li>Membership fee
  • 43. Products (through the community)
  • 44. Through otherchannels(events, community gadgets)
  • 45. Increasednumber of pageviews website</li></ul>Costreduction<br /><ul><li>Marketing
  • 46. Staff (Customer Service)
  • 47. Recruitment
  • 48. Feedback andinnovation</li></li></ul><li>Measure successful interaction according to your goals: <br /><ul><li>Email newsletter signup
  • 49. Blog subscription
  • 50. Contact form submission
  • 51. Content creation
  • 52. Content download
  • 53. Number active community members
  • 54. Contest entry
  • 55. A purchase</li></li></ul><li>The Community ManagerProjectmanager/moderator/social media expert<br />
  • 56. Organised<br />Pioneer<br />Strongcommunicator<br />Facilitator<br />Empathy<br />Patience<br />Connector<br />Diplomat<br />Knowledge of the organisationandbusiness objectives<br />Initiative<br />
  • 57. <ul><li>Businessobjectives, positioning of the community, long term vision
  • 58. Intrnalandexternal advocate for the community
  • 59. Responsabletowards stakeholders
  • 60. Monitoring, analysingand report user statistics
  • 61. Monitoring, analysingand report qualitativeandquantitative business objects andsuccesses
  • 62. Gather feedback & suggestions
  • 63. Present successesandreachedobjectivesto stakeholders</li></ul>Strategy<br /><ul><li>Feed the community with relevant content (blogposts, video, news, polls, questions, pictures, interviews
  • 64. Self of user generated</li></ul>Content<br />Report<br />Activation<br />Moderation<br /><ul><li>Participation
  • 65. Motivatingandstimulating of members
  • 66. Continuity of the community andretention of members
  • 67. Developcreative concepts
  • 68. Identifyingambassadors, maintainrelationships, building of network
  • 69. Determinegeneralguidelinesandrules (what is allowed/whatnot) for the community
  • 70. Set up procedures and scenario’s for CMS (howtoreact in varioussituations)
  • 71. Control andprotectguidelinesbychecking content (remove, move approveetc)</li></li></ul><li>The position of Community Manager is a fulltime senior role<br />
  • 72. Thank you!<br />www.linkedin.com/kirstenwagenaar<br />www.twitter.com/kirstenwagenaar<br />

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