Learning to Build Community Through Failure

Building a Multi-Tiered
Community Strategy
Ally Greer
Director of Community & Content
@allygreer | @scoopit
Thursday, May 29, 14

@allygreer
- What is
community
management?
-Learning by
doing & observing
Where I started.

@allygreer
Community Management: more than
just building communities.

Ambassador program:
What I thought would work
“This will be easy! Just
gather the top platform
users and the rest will
happen!”
@allygreer

@allygreer
Expectation:

@allygreer
Reality:

Ambassador program:
What I tried
-Scoop.it Specialists
-Google+ Communities
-Forum based approach
@allygreer

Ambassador program:
Why it failed
-Relied too much on the community members
-Didn’t have an editorial calendar
-Didn’t have a way to empower them
-Couldn’t ignite passion for Scoop.it
-Didn’t manage expectations
-Didn’t outline goals
-Was afraid to ask
@allygreer

1. Acknowledge failures
@allygreer
Ambassador program:
How to ﬁx it

2. Reevaluate goals
-What do I want from this program?
@allygreer
Ambassador program:
How to ﬁx it

2. Reevaluate goals
3. Watch others’ successes
-What communities am I a member of that work?
@allygreer
Ambassador program:
How to ﬁx it

2. Reevaluate goals
3. Watch others’ successes
-What communities am I a member of that work?
4. Leverage what you have
-What’s the natural structure of our community?
@allygreer
Ambassador program:
How to ﬁx it

1. You can’t build a community
of people who don’t want to be
a part of a community.
@allygreer
Conclusions:

2. You can’t build a community
around only a brand.
@allygreer
Conclusions:

@allygreer
The 4 Tiers of the Scoop.it
Community
1. The Internet

@allygreer
Community
1. The Internet
2. Scoop.it Users

@allygreer
Community
1. The Internet
2. Scoop.it Users
3. #leancontent

@allygreer
Community
1. The Internet
2. Scoop.it Users
3. #leancontent
4. Scoop.it Ambassadors

@allygreer
The 4 Tiers
& how we can reach them
1. The Internet
-SEO, content marketing, lead generation
2. Scoop.it Users
-newsletter, in-product messaging, social media
3. #leancontent
-meetup group, facebook group, Scoop.it topic
4. Scoop.it Ambassadors
-facebook group, newsletter, personal email

@allygreer
Takeaways
-Learn from failures

@allygreer
Takeaways
-Channel the success of others

@allygreer
Takeaways
-Leverage your community’s
“natural structure”

@allygreer
Takeaways
-Find the passion that matches
your brand messaging

@allygreer
Takeaways
-Find the passion that matches
your brand messaging
-Engage and maintain community
via content

Questions?
@allygreer
@scoopit
ally@scoop.it

Learning to Build Community Through Failure

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