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Connections,Communications &a Little Bit of CrazyCommunity Management and Why Your Brand Needs It
A little about me…              Amber Rinehard         Global Community Manager                  Text 100          @omgits...
What is community?
A Suitably Scholarly Definition. A virtual space supported by computer-based information technology; centered upon communi...
Community is NOT…
Community IS…
Why do people becomepart of a community?
Context         SharedValue         Ownership
What valuedo they     Loyaltyget?       Advocacy           Co-Creation           Resolution
So, why bother withcommunitymanagement?(and what is it, anyway?)
Some statistics.• 79% of American adults use the internet and59% of internet users, say they use at least onesocial networ...
Four Tenets of the Community Manager* • A community advocate • A brand evangelist • A communications crusader and editoria...
Getting to the business value• Peer-to-peer support• Collaboration• Early warning signs• Speed information transfer• Nurtu...
A day in the life. • Managing content (publishing, curating, tagging)     • Social network updates, blog posts, photos,   ...
The right person for the job…• Has strong communication skills• Embodies the brand & has passion for theindustry• Exudes e...
OK, we found ourperson! What’s next?
Five tips for getting started…• Define your objectives• Start where the conversation is• Make a schedule• Add value• Find ...
LENOVO• 20% decrease in laptop service call volumes• Increase in customer service agent productivity• Shorten resolution c...
ETSY•   Online Labs lets fans chat with fellow crafters•   Hosts local events and meetups•   Streams live DIY workshops•  ...
Questions?               @omgitsamr       amber.rinehard@text100.comhttp://www.linkedin.com/in/amberrinehard
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Communications, Connections & A Little Bit of Crazy

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Transcript of "Communications, Connections & A Little Bit of Crazy"

  1. 1. Connections,Communications &a Little Bit of CrazyCommunity Management and Why Your Brand Needs It
  2. 2. A little about me… Amber Rinehard Global Community Manager Text 100 @omgitsamr | @text100
  3. 3. What is community?
  4. 4. A Suitably Scholarly Definition. A virtual space supported by computer-based information technology; centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being built up. (Lee & Vogel, 2003)
  5. 5. Community is NOT…
  6. 6. Community IS…
  7. 7. Why do people becomepart of a community?
  8. 8. Context SharedValue Ownership
  9. 9. What valuedo they Loyaltyget? Advocacy Co-Creation Resolution
  10. 10. So, why bother withcommunitymanagement?(and what is it, anyway?)
  11. 11. Some statistics.• 79% of American adults use the internet and59% of internet users, say they use at least onesocial network• Nearly 4 in 5 active Internet users visit socialnetworks and blogs• Social networks and blogs account for nearly aquarter of total time spent on the Internet• 63% of social media users list consumer ratingsas their preferred source of information aboutproducts/services• 64% of people say they are more likely to buyfrom a business that answers their questions onTwitter• It takes just 20 people to bring an onlinecommunity to a significant level of activity• 90% of consumers trust peer recommendations;Only 14% trust advertisements
  12. 12. Four Tenets of the Community Manager* • A community advocate • A brand evangelist • A communications crusader and editorial strategist • A liaison between members and internal influencers / decision makers * Adapted from Jeremiah Owyang’s research: http://www.web- strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/
  13. 13. Getting to the business value• Peer-to-peer support• Collaboration• Early warning signs• Speed information transfer• Nurture brand advocates
  14. 14. A day in the life. • Managing content (publishing, curating, tagging) • Social network updates, blog posts, photos, videos, podcasts, eBooks, Whitepapers • Collaborating with thought leaders to plan programs/content • Participating in conversations • Influencer/media outreach • Internal communications • Managing technology issues • Measuring and monitoring engagement •Building relationships with key community members
  15. 15. The right person for the job…• Has strong communication skills• Embodies the brand & has passion for theindustry• Exudes enthusiasm and personality• Is level-headed• Is a pro at multi-tasking & prioritizing• Has a knack for people• Is resourceful, adaptable and flexible• Possesses some technical aptitude
  16. 16. OK, we found ourperson! What’s next?
  17. 17. Five tips for getting started…• Define your objectives• Start where the conversation is• Make a schedule• Add value• Find your fanboys (or girls)
  18. 18. LENOVO• 20% decrease in laptop service call volumes• Increase in customer service agent productivity• Shorten resolution cycles
  19. 19. ETSY• Online Labs lets fans chat with fellow crafters• Hosts local events and meetups• Streams live DIY workshops• Teams function lets people find similar users• Defined rules for engagement
  20. 20. Questions? @omgitsamr amber.rinehard@text100.comhttp://www.linkedin.com/in/amberrinehard
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