Building Branded Communities (presented to #OMNLDN 30 Aug 2012)
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Building Branded Communities (presented to #OMNLDN 30 Aug 2012)

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Lisa Barnett, Senior Community Manager at eModeration, talks about building branded communities at #OMNLDN 30 August 2012

Lisa Barnett, Senior Community Manager at eModeration, talks about building branded communities at #OMNLDN 30 August 2012

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Building Branded Communities (presented to #OMNLDN 30 Aug 2012) Building Branded Communities (presented to #OMNLDN 30 Aug 2012) Presentation Transcript

  • Building Branded Communities Lisa Barnett, Senior Community Manager eModeration (See the video of Lisa’s talk here)
  • First, Some Definitions
  • What is Community?
  • How Do You Feel About Online Communities?• A dangerous place full of weirdos• A scary place full of teens who speak in a language I don’t understand• A useful place to go for specific information (e.g. support forums)• A wonderful way of connecting with people all around the world who are on my wavelength• A place which enables me to interact with my customers
  • Why have a Community? Market Research R&DCollaboration Community Evangelism Customer Service
  • Community Management Growing Building Nurturing Negotiation Strategy Conflict ManagementFacilitation Collaboration
  • Why Community Management? Main challenge faced in building a community?People don’t behave the way you expect or want them to
  • Community Management is the Answer Tools Allow for free and easy communication Leadership Encourage the behaviour you want to see in the community Culture Ideas and egos are fragile, so create a safe havenCommunity Management allows the shaping of all of the above
  • Enter the Community Manager
  • A Jack of All Trades
  • Inside the Mind
  • Traits of the Community Manager
  • The Community Manager Diet
  • Community Management Best Practice
  • Your Audience• Understand your members• Build trust• It’s not about you• Foster belonging
  • Make It Valuable• Demonstrate the value of community membership• Look beyond the obvious• Communities create a stickiness• Think long term• Let Your Members Promote
  • Build the Right Community • Look after your garden • Protect membership from sales • Promote thought leadership • Encourage positive outcomes
  • Build the Right Community• Size Matters• Men & Women Participate Differently• Social media & community are not the same
  • Be Realistic • Building communities takes time • Win small victories • Build guidebooks or playbooks
  • Support Community ManagersYour community managerneeds authorityAcknowledge the oftenoverwhelming nature of thecommunity manager role
  • Setting Expectations• Have moderation staff available 24/7 in shifts where possible if the community is active around the clock• Try not to post in the forum on off hours• Implement automation where possible• Encourage forum members to help others When building a new community, it is critically important to set the availability expectations with customers upfront
  • 10 steps for building a great branded community
  • 1. Set your objectives• But be prepared to be flexible
  • 2. Make your tools easy to use
  • 3. Don’t try to be everywhere
  • 4. Keep it clean and safe
  • 5. Set expectations
  • 6. Have engaging contentBut not full of marketing messages
  • 7. Be consistent
  • 8. Incentivise your audienceWhat’s in it for me?
  • 9. Empower your champions • Publicly recognised as your power users • Can act as your eyes and ears • Get moderator status • In return, you share freebies/discounts/special offers with them
  • 10. Don’t be afraid to ask
  • Thank you Lisa Barnett Senior Community Manager eModeration lisa.barnett@emoderation.com uk.linkedin.com/in/lisabarnett www.twitter.com/lisab88