USING SOCIAL MEDIA TO
  DEVELOP & MANAGE
 ONLINE COMMUNITIES



         Johannesburg 4 March 2010




  Melissa Attree - ...
WHAT?
STRATEGIC PLANNING

  CONVERSATION
    CONTENT
   COMMUNITY
ATTENTION ECONOMY
FRANK LLOYD WRIGHT, FALLINGWATER, 1936
STRATEGIC PLANNING
★   Know your audience

★   Assess the channels

★   Choose wisely

★   Manage / interact - we are NOT robots

★   Start t...
Targeted
   Authenticity


                  Influence
Listen

                             Originality
         Balance


...
CONVERSATION
★   LISTEN to the conversation (ORM / Tracking tools)

★   Map the trends.

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

★   Add value / make it sexy

★   Original / Use a variety of channels

★   Targeted / pitch

★   Con...
FIND THE FANS
★   Listen

★   They have Names & Faces

★   Categorise people - Do Your Homework

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

                          D...
COMMUNITY MANAGEMENT

★   Establish purpose / objective

★   Must add value to marketing mix

★   ID suitable channels

★ ...
COMMUNITY MANAGEMENT
★   Be true to your initial purpose

★   Set a precedent

★   Balance - 2 way Conversation

★   Conte...
COMMUNITY MANAGEMENT

★   Breed trust

★   Involve the community

    ★   Harness the collective

★   Say Sorry // Say Tha...
WHAT IS THE SHORTEST WORD IN
  THE ENGLISH LANGUAGE THAT
CONTAINS THE LETTERS: ABCDEF?

     ANSWER: FEEDBACK.


DON'T FOR...
Melissa Attree

 
   
   
   Social Media Consultant, Blogger, Brand Strategist

 
   
   
   GetOn eMarketing


www.melis...
Social Media & Communities
Social Media & Communities
Social Media & Communities
Social Media & Communities
Social Media & Communities
Social Media & Communities
Social Media & Communities
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Social Media & Communities

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Preso I gave on 4 March in JHB around how one can use Social Media to build and manage online communities

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  • Only acknowledged in 1991 as a US Architectural Masterpiece.

    Cut through the clutter,
    be remarkable,
    make an impact.

  • SM is a individual skill / speciality
    Bridge the gap
    Add value
    Take advantage of the variety of content channels
  • Who is the ‘Media’?
    Build real relationships.
    Start to shape & influence the conversation. Carnegie, Dale on Communication

  • 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






  • Social Media & Communities

    1. 1. USING SOCIAL MEDIA TO DEVELOP & MANAGE ONLINE COMMUNITIES Johannesburg 4 March 2010 Melissa Attree - www.melissaattree.co.za
    2. 2. WHAT?
    3. 3. STRATEGIC PLANNING CONVERSATION CONTENT COMMUNITY
    4. 4. ATTENTION ECONOMY
    5. 5. FRANK LLOYD WRIGHT, FALLINGWATER, 1936
    6. 6. STRATEGIC PLANNING
    7. 7. ★ Know your audience ★ Assess the channels ★ Choose wisely ★ Manage / interact - we are NOT robots ★ Start to shape & influence the conversation ★ Feedback
    8. 8. Targeted Authenticity Influence Listen Originality Balance Consistency TRANSPARENCY
    9. 9. CONVERSATION
    10. 10. ★ 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.
    11. 11. CONTENT
    12. 12. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way conversation ★ Great content travels. Help it
    13. 13. FIND THE FANS
    14. 14. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
    15. 15. COMMUNITY
    16. 16. "The royal road to a man's heart is to talk to him about the things he treasures most." Dale Carnegie
    17. 17. 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?)
    18. 18. 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
    19. 19. COMMUNITY MANAGEMENT ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
    20. 20. 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.
    21. 21. 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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