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THE ROLE OF THE COMMUNITYMANAGER: TURNING CONTENTINTO CONVERSATIONSMarisa PeacockMaking Facebook Pay DividendsWesttown Sch...
WHAT IS A COMMUNITY MANAGER? Brand ambassador – you cheerlead, you sing  the school song, you champion the school’s value...
WHERE IS YOUR COMMUNITY?   Online     website     online portal     social media     email marketing   Mobile     w...
WHERE IS YOUR COMMUNITY?   Online                   1. Find where                                             your primar...
ASK WHY FIRST Why do you care about your community? Why do you want to manage your community? Why is community engageme...
WHAT DOES YOUR COMMUNITY WANT? a space to share information, stories, photos, video a supportive place to connect with o...
WHAT DO YOU WANT FROM YOUR COMMUNITY? a loyal following an audience with whom to share information,  events, activities...
PUSH & PULL CONTENT Generate content you can use (again, and again) Don’t let your community content become static –  be...
PROMOTE YOUR FACEBOOK PAGE Make it easy for followers to find your page Share teasers via Twitter, emails, website that ...
CULTIVATE FACEBOOK CONVERSATIONSGood use ofengagement: quick,informative, helpful
CCULTIVATE FACEBOOK CONVERSATIONS                      Timing is everything!                        Don’t get behind!
CULTIVATE FACEBOOK CONVERSATIONS                         Invite others to                         share their stories –   ...
FACEBOOK COMMUNITY MANAGER BASICS Be consistent: if you post events, always post  events there (don’t get lazy) Always m...
FACEBOOK ENGAGEMENT Create a Facebook page for your alumni  magazine – great way to solicit story ideas,  questions, lett...
FACEBOOK INSPIRATION ESPN www.facebook.com/ESPN Big Bird www.facebook.com/BigBird Cleveland Indians www.facebook.com/In...
THANK YOU!   Questions, comments? Please contact me!       @marisacp51     marisa@cmswire.com     www.marisapeacock.co...
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The Role of the Community Manager: Turning Content into Conversations

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Presentation deck given by Marisa Peacock at edSocialMedia's Making Facebook Pay Dividends seminar on 5/11/2011 at Westtown School.

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  • Transcript of "The Role of the Community Manager: Turning Content into Conversations"

    1. 1. THE ROLE OF THE COMMUNITYMANAGER: TURNING CONTENTINTO CONVERSATIONSMarisa PeacockMaking Facebook Pay DividendsWesttown SchoolMay 11, 2011
    2. 2. WHAT IS A COMMUNITY MANAGER? Brand ambassador – you cheerlead, you sing the school song, you champion the school’s values, traditions and successes Brand Monitor – you measure the pulse of the community, what are they saying, what are their needs, wants, likes, dislikes Brand Communicator – you are a primary source of information about your school, activities, convey important and relevant information to the community
    3. 3. WHERE IS YOUR COMMUNITY? Online  website  online portal  social media  email marketing Mobile  website  social media  email & text message Print  brochures  magazines  newsletters
    4. 4. WHERE IS YOUR COMMUNITY? Online 1. Find where your primary  website target audience lives.  online portal 2. Use other p  social media ublishing channels to pro mote your  email marketing community spa ce. Mobile  website  social media  email & text message Print  brochures  magazines  newsletters
    5. 5. ASK WHY FIRST Why do you care about your community? Why do you want to manage your community? Why is community engagement necessary? Why is Facebook the best tool? Why are you sharing? What are THEY sharing? 5
    6. 6. WHAT DOES YOUR COMMUNITY WANT? a space to share information, stories, photos, video a supportive place to connect with others a venue to ask questions, share concerns a place to learn about school issues, events, activities
    7. 7. WHAT DO YOU WANT FROM YOUR COMMUNITY? a loyal following an audience with whom to share information, events, activities an audience from whom to solicit ideas, comments, testimonials an audience to market to
    8. 8. PUSH & PULL CONTENT Generate content you can use (again, and again) Don’t let your community content become static – be dynamic! Let your community content be the voice of your brand, school Push good content out: news you can use! Pull good content in: ask meaningful, useful questions
    9. 9. PROMOTE YOUR FACEBOOK PAGE Make it easy for followers to find your page Share teasers via Twitter, emails, website that entice users to “like” your Facebook page Include Facebook in your signature, business cards, voicemail messages Write about it – blog or magazine Provide incentives for joining Facebook page
    10. 10. CULTIVATE FACEBOOK CONVERSATIONSGood use ofengagement: quick,informative, helpful
    11. 11. CCULTIVATE FACEBOOK CONVERSATIONS Timing is everything! Don’t get behind!
    12. 12. CULTIVATE FACEBOOK CONVERSATIONS Invite others to share their stories – what is the value to the community?
    13. 13. FACEBOOK COMMUNITY MANAGER BASICS Be consistent: if you post events, always post events there (don’t get lazy) Always monitor (sign up for text alerts when people comment on your site) Always reply (don’t ignore inquiries, questions, comments, suggestions) Provide incentives – add value to the experience (what will they get here that they won’t get anywhere else?)
    14. 14. FACEBOOK ENGAGEMENT Create a Facebook page for your alumni magazine – great way to solicit story ideas, questions, letters Measure fans & engagement – lots of fans doesn’t make you engaging; set your own benchmarks 20% of your fans will engage 80% of the time – cultivate them, make them feel valued, welcomed 33% of Facebook posting is mobile opportunities to engage beyond typical work-day.
    15. 15. FACEBOOK INSPIRATION ESPN www.facebook.com/ESPN Big Bird www.facebook.com/BigBird Cleveland Indians www.facebook.com/Indians American Idol www.facebook.com/AmericanIdol April 27 Tornadoes www.facebook.com/April27Tornadoes Video Portraits from a Storm
    16. 16. THANK YOU! Questions, comments? Please contact me!  @marisacp51  marisa@cmswire.com  www.marisapeacock.com  www.cmswire.com
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