10 Commandments of Community Management (2011)
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10 Commandments of Community Management (2011)

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This is the updated version (2011) of our wildly popular "10 Commandments of Community Management" webinar from 2008. More content, more examples, more fun. ...

This is the updated version (2011) of our wildly popular "10 Commandments of Community Management" webinar from 2008. More content, more examples, more fun.
The Community Manager function has never been more valued than it is today. That being said, there is still confusion around processes, management, and measurement of Social Media and Online Communities.
This presentation is meant to provide a road map for creating value from your Community efforts. Value for both company and customers.

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10 Commandments of Community Management (2011) 10 Commandments of Community Management (2011) Presentation Transcript

  • The Ten Commandments of Community ManagementFriday, March 4, 2011
  • What iscommunity?Friday, March 4, 2011
  • Meaningful Communities have three things in common: -shared interest -shared ownership -shared value.Friday, March 4, 2011
  • 1 COMMANDMENT ONE Know your special purposeFriday, March 4, 2011
  • What does it meeeannn?? We mean that you have a core set of values or even just one core value or mission that your whole company is bought in on and that you embody so fully it emanates out to your customers. Its the thing that makes you not just another widget creator or bag seller or software company or service provider. Its your reason for existence beyond just making money. Its from companies like this that communities emerge or are at least more easily created.Friday, March 4, 2011
  • Embody If knowing is half the battle, If knowing is half the battle, then the other half is embodying your special purpose. It starts at the very top, the CEO embodies the companies special purpose and every employee is empowered to do their jobs in a way that supports this. Now you know and knowing is half the battle...Friday, March 4, 2011
  • Friday, March 4, 2011
  • Breeding trustFriday, March 4, 2011
  • 2 COMMANDMENT TWO Establish a Social ContractFriday, March 4, 2011
  • http:// www.ccpact.comFriday, March 4, 2011
  • Define your social norms in writing Define your social norms in writing - or just edit ours >>> http://getsatisfaction.com/ community_guidelines This is where you are explicit about your social contract. On Get Satisfaction we have provided an explicit social contract for you. However, you are welcome to add to it for your own customer community so that it meets your specific communitys needs.Friday, March 4, 2011
  • Enforce your rulesFriday, March 4, 2011
  • Lead By ExampleFriday, March 4, 2011
  • 3 COMMANDMENT THREE Set clear expectationsFriday, March 4, 2011
  • Define your relationship with your community. What’s the purpose of the community? What should customers expect? For some companies, Community is a core support channel; for others, it may be peripheral. Whatever the case, be sure you set your expectations clearly for both your customers and your internal team. Mogo explicitly states that they want to hear from their customers. In fact, their tagline is “Ask Us Anything!”Friday, March 4, 2011
  • “Need help trouble shooting....”Friday, March 4, 2011
  • Zero AmbiguityFriday, March 4, 2011
  • Establish an internal Establish an internal policy for response policy for responseFriday, March 4, 2011
  • Evolve your policy as the community growsFriday, March 4, 2011
  • One CaveatFriday, March 4, 2011
  • Levels of Community Value It’s really hard to start here Brand Equity / Loyalty: Advocate identification Broad Participation: Co-Creation More than just Ideation Service and Support / Consumer Relations ResolutionFriday, March 4, 2011
  • 4 COMMANDMENT FOUR Cast a wide netFriday, March 4, 2011
  • Weave Community Throughout the User ExperienceFriday, March 4, 2011
  • Bonnaroo puts Community (“Ask Gary Chardonnay”) on their homepage, on a dedicated community page, and inside their Facebook fan page.Friday, March 4, 2011
  • Procter & Gamble’s eStore provides a Community Widget on every page of the site. Not just the home page.Friday, March 4, 2011
  • Don’t go it alone.Friday, March 4, 2011
  • Avoid the echo chamber by fostering diversityFriday, March 4, 2011
  • 5 COMMANDMENT FIVE Create productive outcomesFriday, March 4, 2011
  • People need closure. They don’t like loose ends. They need resolution. Make sure your community is structured in a way that doesn’t leave customers “hanging.”Friday, March 4, 2011
  • These all “resolve” - Questions get Answered - Ideas get accepted / rejected - Problems get solved - Praise gets AcknowledgedFriday, March 4, 2011
  • Tide does a great job of acknowledging a customer idea; then other customers pitch in to help create an alternative solution.Friday, March 4, 2011
  • Sorry shouldn’t be the hardest wordFriday, March 4, 2011
  • Let your customers know they had an impactFriday, March 4, 2011
  • 6 COMMANDMENT SIX Make it personalFriday, March 4, 2011
  • Friday, March 4, 2011
  • Discourage AnonymityFriday, March 4, 2011
  • Use your real name and voiceFriday, March 4, 2011
  • People hate JarGon. http://getsatisfaction.com/ jargonFriday, March 4, 2011
  • 7 COMMANDMENT SEVEN Be a bridgeFriday, March 4, 2011
  • Community Managers are on the front lines of the Company/ Customer relationship. Your job is to be the bridge between both parties to ensure that each is receiving value. Don’t forget, for a Community to be effective, there must be shared value. To each side, you represent the other. This represents challenges and opportunities. Its often a contradiction and you must learn to embrace the contradiction.Friday, March 4, 2011
  • Ombudsman (noun) An appointed official whose duty is to investigate complaints, generally on behalf of individuals such as consumers or taxpayers, against institutions such as companies and government departments. We liken your role to that of an Ombudsman, except that you’re representing both sides simultaneously.Friday, March 4, 2011
  • Sometimes Bridge = MediatorFriday, March 4, 2011
  • Other times refereeFriday, March 4, 2011
  • or many other things.Friday, March 4, 2011
  • Publicize Your SuccessesFriday, March 4, 2011
  • 8 COMMANDMENT EIGHT Don’t feed the animalsFriday, March 4, 2011
  • What’s a Troll, you ask? "An Internet troll, or simply troll in Internet slang, is someone who posts controversial, inflammatory, irrelevant or off-topic messages in an online community, such as an online discussion forum or chat room, with the primary intent of provoking other users into an emotional response[1] or to generally disrupt normal on-topic discussion." (wikipedia)Friday, March 4, 2011
  • Almost every successful community will attract trolls. Like Gremlins, it’s how you handle them that matters.Friday, March 4, 2011
  • Respond slowly when “that guy” is being an assFriday, March 4, 2011
  • Learn to identify trolls.Friday, March 4, 2011
  • The black hole of debateFriday, March 4, 2011
  • 9 COMMANDMENT NINE Measure the right thingsFriday, March 4, 2011
  • What you measure changes depending on what stage youre at as well as what kind of company you are.Friday, March 4, 2011
  • Don’t put the cart before the horseFriday, March 4, 2011
  • Qualitative metrics are important too.Friday, March 4, 2011
  • But let’s face it, at some point your boss wants to see numbers.Friday, March 4, 2011
  • Support NumbersFriday, March 4, 2011
  • Traffic & Engagement NumbersFriday, March 4, 2011
  • Return on InvestmentFriday, March 4, 2011
  • See these case studies and many more at: www.getsatisfaction.com/ success-storiesFriday, March 4, 2011
  • 10 COMMANDMENT TEN Assemble your Justice LeagueFriday, March 4, 2011
  • Customer Question First response is from a Customer ChampFriday, March 4, 2011
  • Know your archetypes and be good at identifying themFriday, March 4, 2011
  • Define the right balance for your communityFriday, March 4, 2011
  • Empower your championsFriday, March 4, 2011
  • Developing customer champions is not about hiring an army of free labor to do your work for you. It’s about empowering your most passionate customers, and recognizing their contribution. Best of all, it works. Read - http://blog.getsatisfaction.com/2011/02/02/ torching-a-straw-man/Friday, March 4, 2011
  • About Us Get Satisfaction powers the world’s best brands to solve problems, give a voice to champions, bring out the best ideas and drive better business. Learn more>>> Follow Us:Friday, March 4, 2011