PR-Net JHB Community building
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  • SM is a individual skill / speciality <br /> Bridge the gap <br /> Add value <br /> Take advantage of the variety of content channels <br />
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  • Typical Social Media Map / Plan. <br /> <br /> Success requires a combination of these factors. <br />
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  • Who is the &#x2018;Media&#x2019;? <br /> Build real relationships. <br /> Start to shape & influence the conversation. Carnegie, Dale on Communication <br />
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  • One shot <br /> Pick your timing <br /> Attention grabbing <br /> &#x2018;Spin&#x2019; it <br /> Tailormade <br /> Cut through the clutter <br />
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  • There is a community / interest in almost everything that exists. <br /> Find them. <br />
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  • &#x2022;HUMAN <br /> &#x2022;Engage <br /> &#x2022;Encourage <br /> &#x2022;Respond <br /> &#x2022;Collective <br /> &#x2022;UGC <br /> &#x2022;manage channels audit modify <br /> &#x2022;Have ` puropose / aim / objective <br /> embod that <br /> breed trust <br /> social contract <br /> expectations <br /> set a precedent <br /> internal policy to manage responses <br /> evolve and audit progress and channels <br /> response times <br /> cast a wide net / but focused quality <br /> use / involve the community <br /> you can say sorry / thank you <br />
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PR-Net JHB Community building Presentation Transcript

  • 1. How to build & manage Online Communities without pissing people off PR-Net Johannesburg 2 Aug 2010 Melissa Attree - www.melissaattree.co.za
  • 2. Strategic Planning Conversation Content Community
  • 3. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
  • 4. Conversation
  • 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. Content
  • 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. Find The Fans
  • 9. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
  • 10. Communities
  • 11. "The royal road to a man's heart is to talk to him about the things he treasures most." Dale Carnegie
  • 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. 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. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
  • 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. 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