CIPR North West - Social summer 12: Community management tools and techniques

COMMUNITY MANAGEMENT TOOLS AND TECHNIQUESPaul FabrettiDigital Director, Brazen PR@paulfabretti CIPRNWSocialSummer

WHAT WE’RE GOING TO COVER1.  What IS community management?2.  Why is there a problem?3.  Common community management issues4.  So what do you need to think about?5.  Questions CIPRNWSocialSummer

WHAT ARE WE TALKING ABOUT?§  Developing and nurturing an audience under a common interest: § Creating content § Responding to customers: § Customer service/sales § Outreach/moderation § Directing business change CIPRNWSocialSummer

WHY ARE WE TALKING ABOUT IT?§  1: These are tough times: § Recession PR - more from less § Undefined role/structure – who and when? § Inefficient – time drain CIPRNWSocialSummer

WHY ARE WE TALKING ABOUT IT?§  2: Consumer behaviours changing: § Always-on – how to keep up § Shares – good & bad content/experiences § Collaborates – together consumers are stronger § Creates – on-ramp to creativity is much lower now than ever CIPRNWSocialSummer

TYPICAL CM ISSUES - CHANNELS§  1: Social is multi-format and mobile: § Diverse - different platforms with different functions § Content types – different formats § Speed of response – real-time CIPRNWSocialSummer

TYPICAL CM ISSUES - GEOGRAPHY§  2: Social is global: § Timings – different time zones § Language – multiple translations and tones § Variances – local product and trends CIPRNWSocialSummer

TYPICAL CM ISSUES - ORGANISATION§  3: Social isn’t everyone’s business § Curation – different teams, different plans § Purpose – comms or marketing or CS § People – not everyone cares (or knows) as much as you § Feedback – how does the business learn CIPRNWSocialSummer

CM PLANNING CHECKLIST – AUDIENCE§  1a: Know: § You & your products § Your competitors § Your sector YOU § Where § Media Used § Metrics CIPRNWSocialSummer

CM PLANNING CHECKLIST – AUDIENCE§  1b: Know: § Media split – which are your time- consuming channels § Themes – recurring issues or praise § Content – conversations or mentions § People – Influencers or Passives CIPRNWSocialSummer

CM CHECKLIST – THE AUDIENCE Understanding the media split is crucial – know where you time-consuming channels areCIPRNWSocialSummer

CM CHECKLIST – THE AUDIENCE 15% 230 4% 6 10% 2 44 Understanding the media split is crucial – know where you time-consuming channels areCIPRNWSocialSummer

CM PLANNING CHECKLIST – TIME§  Twazzup: §  Velocity §  Influencers §  Popular: §  users §  hashtags §  keywords CIPRNWSocialSummer

CM PLANNING CHECKLIST – INFLUENCERS§  Socialbakers: §  Key Influencers §  Twitter & Facebook §  Most engaged users §  Post reach/ engagement CIPRNWSocialSummer

CM PLANNING CHECKLIST – CONTENT§  edgerankchecker: §  Content performance §  Evaluate news stream visibility/ average engagement metrics for each post §  Identify optimum times/content for your sector CIPRNWSocialSummer

CM PLANNING CHECKLIST – TIMINGS§  Expectations: §  Routine §  Opening hours §  Setting expectations §  House rules CIPRNWSocialSummer

CM PLANNING CHECKLIST – CONTENT§  retweetrank: §  Reach and Exposure §  Average RT/Tweet §  Total RT’s §  Influencers §  Follower growth and more CIPRNWSocialSummer

CM PLANNING CHECKLIST – PEOPLE STRATEGIST COMMUNITY EDITOR RESEARCHER MANAGER•  Commercial •  Delivery of •  Writing •  Brand objectives content plan •  Status monitoring•  Metrics •  Content Updates (and •  Competitor•  Process (sourcing, moderation accompanying analysis posting, moderation) •  Influencer/ multimedia •  Content•  Content Strategy: Detractor content) gathering – (frequency, time, management •  Blog posts internal liaising content type, •  Issue moderation process) escalation•  Internal strategic •  “General” liaison conversation CIPRNWSocialSummer

CM PLANNING CHECKLIST – POSTING§  Content plan: §  Annual plans §  2/3-months ahead §  Localisation §  Legal approval §  Assets (lead times) §  Posting schedule §  A SHTF plan CIPRNWSocialSummer

CM PLANNING CHECKLIST – MODERATION Take reasonable action to fix issue and let customer know action taken POSITIVE NEGATIVE Yes Yes Do you Evaluate Does customer No Assess the want to the need/deserve message respond? purpose more info? Yes Yes Are the No No Unhappy Gently correct factsResponse Customer? the facts correct? No Dedicated Yes Are the No Yes Can you No Complainer facts add value? ? correct? No YesRespond in Is the Explain what is Thank the Yes kind & Comedian? problem being done to person being fixed? share correct the issue. No Yes Let post stand and monitor CIPRNWSocialSummer

CM PLANNING CHECKLIST – PLATFORMS§  Platforms: §  Auto-schedule §  Team roles/ permissions/ assignments §  Moderation queue §  Content/user flagging §  Engagement analytics CIPRNWSocialSummer

SUMMARY§  Check volumes/channels§  Categorise content/issues§  Know who/what to respond to§  Use a professional tool (to schedule, moderate, assign)§  Plan ahead – content gathering§  SHTF plan CIPRNWSocialSummer

QuestionsCIPRNWSocialSummer

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CIPR North West - Social summer 12: Community management tools and techniques

by Paul Fabretti on Jul 04, 2012

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CIPR North West - Social summer 12: Community management tools and techniques Presentation Transcript