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

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

  1. 1. Building Branded Communities Lisa Barnett, Senior Community Manager eModeration (See the video of Lisa’s talk here)
  2. 2. First, Some Definitions
  3. 3. What is Community?
  4. 4. 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
  5. 5. Why have a Community? Market Research R&DCollaboration Community Evangelism Customer Service
  6. 6. Community Management Growing Building Nurturing Negotiation Strategy Conflict ManagementFacilitation Collaboration
  7. 7. Why Community Management? Main challenge faced in building a community?People don’t behave the way you expect or want them to
  8. 8. 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
  9. 9. Enter the Community Manager
  10. 10. A Jack of All Trades
  11. 11. Inside the Mind
  12. 12. Traits of the Community Manager
  13. 13. The Community Manager Diet
  14. 14. Community Management Best Practice
  15. 15. Your Audience• Understand your members• Build trust• It’s not about you• Foster belonging
  16. 16. Make It Valuable• Demonstrate the value of community membership• Look beyond the obvious• Communities create a stickiness• Think long term• Let Your Members Promote
  17. 17. Build the Right Community • Look after your garden • Protect membership from sales • Promote thought leadership • Encourage positive outcomes
  18. 18. Build the Right Community• Size Matters• Men & Women Participate Differently• Social media & community are not the same
  19. 19. Be Realistic • Building communities takes time • Win small victories • Build guidebooks or playbooks
  20. 20. Support Community ManagersYour community managerneeds authorityAcknowledge the oftenoverwhelming nature of thecommunity manager role
  21. 21. 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
  22. 22. 10 steps for building a great branded community
  23. 23. 1. Set your objectives• But be prepared to be flexible
  24. 24. 2. Make your tools easy to use
  25. 25. 3. Don’t try to be everywhere
  26. 26. 4. Keep it clean and safe
  27. 27. 5. Set expectations
  28. 28. 6. Have engaging contentBut not full of marketing messages
  29. 29. 7. Be consistent
  30. 30. 8. Incentivise your audienceWhat’s in it for me?
  31. 31. 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
  32. 32. 10. Don’t be afraid to ask
  33. 33. Thank you Lisa Barnett Senior Community Manager eModeration