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How to build & manage
   Online Communities
without pissing people off


                    PR-Net
            Johannesbu...
Strategic Planning
   Conversation
     Content
    Community
Targeted
    Authenticity


                    Influence
Listen

                               Originality
          Bala...
Conversation
★ LISTEN to the conversation (ORM / Tracking
  tools

★ Map the trends.

★ Start engaging with key fans / haters and
  opi...
Content
★ Content is King

★ Add value / make it sexy

★ Original / Use a variety of channels

★ Targeted / pitch

★ Context = 2 w...
Find The Fans
★ Listen

★ They have Names & Faces

★ Categorise people - Do Your Homework

★ Everyone wants a soapbox - UGC
Communities
"The royal road to a man's heart
is to talk to him about the things
        he treasures most."

                         ...
Community Management

★ Establish purpose / objective

★ Must add value to marketing mix

★ ID suitable channels

★ Cast a...
Community Management
★ Be true to your initial purpose

★ Set a precedent

★ Balance - 2 way Conversation

★ Content adds ...
Community Management

★ Breed trust

★ Involve the community

  ★ Harness the collective

★ Say Sorry // Say Thank You

★ ...
What is the shortest word in the
 English language that contains the
           letters: abcdef?

          Answer: feedba...
Melissa Attree

 
   
   
   Social Media Consultant, Blogger, Brand Strategist

 
   
   
   GetOn eMarketing


www.melis...
PR-Net JHB Community building
PR-Net JHB Community building
PR-Net JHB Community building
PR-Net JHB Community building
PR-Net JHB Community building
PR-Net JHB Community building
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PR-Net JHB Community building

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  • SM is a individual skill / speciality
    Bridge the gap
    Add value
    Take advantage of the variety of content channels

  • Typical Social Media Map / Plan.

    Success requires a combination of these factors.


  • Who is the ‘Media’?
    Build real relationships.
    Start to shape & influence the conversation. Carnegie, Dale on Communication

  • One shot
    Pick your timing
    Attention grabbing
    ‘Spin’ it
    Tailormade
    Cut through the clutter




  • There is a community / interest in almost everything that exists.
    Find them.

  • •HUMAN
    •Engage
    •Encourage
    •Respond
    •Collective
    •UGC
    •manage channels audit modify
    •Have ` puropose / aim / objective
    embod that
    breed trust
    social contract
    expectations
    set a precedent
    internal policy to manage responses
    evolve and audit progress and channels
    response times
    cast a wide net / but focused quality
    use / involve the community
    you can say sorry / thank you






  • Transcript of "PR-Net JHB Community building"

    1. 1. How to build & manage Online Communities without pissing people off PR-Net Johannesburg 2 Aug 2010 Melissa Attree - www.melissaattree.co.za
    2. 2. Strategic Planning Conversation Content Community
    3. 3. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
    4. 4. Conversation
    5. 5. ★ LISTEN to the conversation (ORM / Tracking tools ★ Map the trends. ★ Start engaging with key fans / haters and opinion leaders ★ Start to shape & influence the conversation.
    6. 6. Content
    7. 7. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way convo ★ Great content travels. Help it
    8. 8. Find The Fans
    9. 9. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
    10. 10. Communities
    11. 11. "The royal road to a man's heart is to talk to him about the things he treasures most." Dale Carnegie
    12. 12. Community Management ★ Establish purpose / objective ★ Must add value to marketing mix ★ ID suitable channels ★ Cast a wide net but maintain focus ★ Develop an internal policy (who? how? when?)
    13. 13. Community Management ★ Be true to your initial purpose ★ Set a precedent ★ Balance - 2 way Conversation ★ Content adds context ★ Track mentions / links / related queries ★ Response times
    14. 14. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
    15. 15. What is the shortest word in the English language that contains the letters: abcdef? Answer: feedback. Don't forget that feedback is one of the essential elements of good communication.
    16. 16. Melissa Attree Social Media Consultant, Blogger, Brand Strategist GetOn eMarketing www.melissaattree.co.za // www.geton.co.za melattree on twitter MelissaAttree on delicious Melissa Attree on Facebook Melissa Attree on LinkedIn melattree on skype MelAttree on FriendFeed Presentation is online at Slideshare.net/MelissaAttree
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