10 Commandments of Community Management (2011)

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

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http://twitter.com	11
https://widget.getsatisfaction.com	10
http://us-w1.rockmelt.com	8
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http://news.fullsix.it	6
https://getsatisfaction.com	4
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10 Commandments of Community Management (2011)

by Get Satisfaction on Mar 04, 2011

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10 Commandments of Community Management (2011) — Presentation Transcript