The document summarizes the author's experience working on the community team at Moz and lessons learned. Some key points include adopting guiding principles called TAGFEE (Transparent, Authentic, Generous, Fun, Empathetic, Exceptional) to run the community better; empowering the community team and giving them principles to follow helps avoid issues and mistakes; choosing team members with similar core values and care for the brand and customers is important.

1. What I Have Learned Working
on the Community Team at Moz
Melissa Fach @SEOAware

2. Associate on Community & Editing Team at Moz
(I am one of many)
B.A. and M.A. – Psychology & Mental Health
Community Jedi - AuthorityLabs
Owner of SEO Aware, LLC
Writer
Twitter Addict
Volunteer with Big Cats
Survived Raising a Teenager
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About Me

3. • Manage Social - East Coast Times 7ish – 12:30
• Handling Nightmares (DDoS attacks, tools down)
• Answer Questions / Customer Service Issues
• Help & Meet Needs
• Watch / Collect Data
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Social Tasks at Moz

4. My thoughts…
You can’t be good at social or community without
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guiding principles.

5. My thoughts…
You can’t be good at social or community without
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plans and strategies in place.

6. Running social accounts before Moz I felt like this!!!

7. Experience Before Moz.
Personal Branding
Community Building
Not Customer Service
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8. Provide
Info &
Educate
Good
Build Fans
Good
Show
Personality
Good
Defend
Meh
(can lead
to
problems)
Stand
Alone
Not my
choice,
needed
the armor!
Avoid
Problems
Excuses
are bad
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My strategy before Moz…

9. It was not very TAGFEE!

10. Transparent & Authentic
Generous
Fun
Empathetic
Exceptional
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What is TAGFEE?

11. TAGFEE - Guiding Principles for Everything.
TAGFEE allows us to run a better community.
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12. Our Community ‘Expects’ TAGFEE-Like Behavior…
…from us and even other companies!
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13. Moz’s Social Numbers 324,000
170,000
52,000
5,500
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14. TAGFEE changed my thinking & gave me power!

15. No more excuses - Honesty is freeing
No more defending (no need with transparency)
No more avoiding problems - because problems are okay
I was encouraged to be generous – no guilt
I am never alone
My New Powers!!!

16. With TAGFEE, or similar values, your staff can be:
• Honest – lying always come back on people and companies
• Real – personalities are okay
• Generous – this is a first for me and it feels good
• Happy – Humor is good for employees and communities
• Empathetic – Not all businesses care about empathy
• Freaking Awesome – Tell them they are & tell them they can be, watch them bloom
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Empower Your Community Team!

17. How do you want your customers and/or community to be
treated?
What do you want people to think of or feel?
What values you do you want your staff to show?
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Brands Need Core Values.

18. Time consuming, but worth it!
Sarah Bird explains Moz’s process - http://bit.ly/Z01XAB
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Brands Need Core Values.

19. Why Creating Guiding Principles is Critical.
Choose team members.
Ensures customers satisfaction.
Reduces employee confusion & excuses.
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20. Why Creating Guiding Principles is Critical.
Brand continuity.
Your business may not survive a mistake.
Every decision is impacted.
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21. Guiding Principles Help Avoid…
Social shares that will haunt you.
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22. Examples
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23. @SEOAware
No….

24. @SEOAware

25. You can’t be perfect 100% of the time.
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Mistakes Happen!

26. @SEOAware

27. Too many variables you can’t control.
Doing everything right isn’t often enough.
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Avoid Tweeting During Tragedies.

28. A Good Team

29. Business Owners, Choosing Your Team.
Experience is critical.
People that truly care are rare - cherish them.
Like-minded individuals with very similar core values.
Team that believes in & wants the same things = a strong team.
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30. Need to REALLY care about their fellow team members.
Life happens – backup is needed.
Support is needed.
Willingness to go the extra mile.
Must WANT to do right by the brand.
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Choosing Your Team.

31. Your Community Team Members Are Your Brand Guardians

32. Your ‘Guardians’ can and will prevent disasters!
This is where strategies come into play!

33. Strategies and Protocol = Life Saver
• Crisis Management
• Complaints
• Trolls
• User Error
• Support / Help
• Community Support
• Questions
• Requests
• Suggestions
• Billing

34. You need them on that wall!

35. Team Exercise –> Crisis Management.
“If situation ‘A’ happens we will…”
“If situation ‘B’ happens we will…”
Everyone needs to be on the same page!
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36. YOU have one shot!

37. You have one shot…
Make the person speaking to you comfortable.
Say or do NOTHING that could push them away.
Your first shot could be your last.
Seriously applies to social media management.
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Therapy 101.

38. It isn’t about what is best for you…
… it is about what is best for them!
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What is best for the person?

39. Easy to forget.
They DESERVE an appropriate & respectful response!
Their feelings are valid.
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You Are Talking to Humans.

40. Be understanding & objective.
Take nothing personally.
Be empathetic.
Smile in your heart…
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You Are Talking to Humans.

41. Most angry people can be defused quickly…

42. and turn into this!

43. How?
Validate their feelings!

44. Some folks just remain angry!

45. #1 – Stay Calm!
• Try to steer it offline – email or DM.
• #Respond quickly.
• If they refuse remember that you are representing a brand.
• Do the best you can & reach out to your team.
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Angry People Tips.

46. Remember, you are being watched.

47. Think HARD Before You Respond.
People are documenting!
Screenshots
Video
Articles
Discussions
The media…
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49. Really?

50. Remember Transparent & Authentic?
It is better to own up & apologize!
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51. This is life (not repeatedly).
• Grammar
• Joan Rivers share
• Forgetting attachments/links
Offensive is often not forgotten.
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Mistakes and Failure.

54. @SEOAware

55. Great Opportunity
Everyday we can impact someone in a positive way.
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56. Sometimes you just have to rest.

57. This is a tough job.
Emotionally fatiguing.
Self-preservation is critical.
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Take care of yourself!

58. Represent the brand well.
What do I want the person to walk
away with?
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Create Personal Guidelines.

59. How do I avoid causing harm?
How would I want to be treated?
How can I make them a brand advocate?
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Create Personal Guidelines.

60. Tips for Success
Creating guiding principles for your entire team.
Empower those that work for you, allow them to do for others.
Have strategies and protocols in place for all situations.
Think of the people.
Handle angry/difficult people carefully.
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61. Tips for Success 2
You are being watched!!!
Watch what you say and how you say it.
Sometimes it is better to say nothing.
Create a supportive team w/similar values.
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62. Remember, lack of personal care could turn you to the dark side.

63. Melissa Fach @SEOAware
Find this presentation at:
http://www.slideshare.net/
MelissaFach
Come say hello!


64. Image Credits
• Super girl logo http://www.retrorush.com/images/products/riem-buckles/Supergirl_schild_roze_riem_Buckle_front.jpg
• Superman http://geekleagueofamerica.com/wp-content/uploads/2013/06/man_of_steel-HD.jpg
• Daryl Dixon http://hdwallpaperart.com/wp-content/uploads/2013/03/daryl-dixon-norman-reedus-wallpaper-1920x1080.jpg
• Superman Background http://wall.alphacoders.com/big.php?i=429379
• Wonder Woman
http://hqdesktop.net/wallpapers/l/1280x800/62/blue_background_black_hair_wonder_woman_blo0p_1280x800_61599.jpg
• Hulk background http://www.getcartoonwallpaper.com/wp-content/uploads/2014/07/The-Hulk-17.jpg
• Superman symbol http://fc09.deviantart.net/fs70/f/2011/202/c/9/superman_icon_2_by_jeremymallin-d417prm.png
• Heimdall http://wallpaperswide.com/thor_the_dark_world_heimdall-wallpapers.html
• Jack Nicholson http://image.tmdb.org/t/p/w1920/ndfXDWmyIDJf6uSXKK5z46EcXwL.jpg
• 8 mile http://www.themoviethemesong.com/wp-content/uploads/2014/04/8-Mile-Theme-Song-4.jpg
• Angry tiger http://1hdwallpapers.com/wallpapers/tiger_eyes_iv.jpg
• Happy tiger http://hddesktopwallpaperblog.com/wp-content/uploads/2014/04/Tiger-wallpaper-4.jpg
• Tony Stark Couch http://preposterousprose.files.wordpress.com/2013/05/iron-man-3-tony-stark-robert-downey-jr.jpg
• Yoda http://www.animationinsider.com/wp-content/uploads/2012/08/yoda.jpg
• Jason Statham http://www.wallpit.com/file/12/1920x1080/crop/jason-statham.jpg
• Xmen http://timbuckler.files.wordpress.com/2014/06/x-men-3-movie.jpg
• Captain America shield http://img4.wikia.nocookie.net/__cb20110521080757/marveldatabase/images/d/dc/CapShield05.jpg
• Superman chest http://images.boomsbeat.com/data/images/full/2093/superman-jpg.jpg
• Red superhero background http://wallpapo.com/superhero-3-hd-wallpaper-5910/superhero-3
• Snoopy http://www.zoom-comics.com/archives/1105/snoopy-typing/
• Cat Woman