Community management from the Trenches

Community management.
From the trenches
Pic:zoey_pep

Heard about the new Gumtree?

And what did our
adoring fans say?
Pic:nakamurafan

Most love it
“Great new Gumtree layout!”
“Can i just say, the new Gumtree is hot! :)))))))) Well done... you have an extra fan.”.

Some, not so much
“Why the f*$% so much white? I have a 22” monitor?”
“I’m pretty shocked by how terrible it is”.
“crap”

Don’t be scared!
Pic: Piddy77

So what else have I learnt in my first year at Gumtree?
Pic:merfam

The Role:
The job: Community manager
The tools: social media

Where does social media belong?
Marketing
Online marketing
Brand & comms
PPC
SEO
Partnerships
Social Media
PR, brand, advertising etc
Customer service
IT / Tech
PR

You’re either PR or you’re social media
Spam is least tolerated in PR spaces

Not for juniors!

Online communities organise themselves around a common interest
- your brand

Take it offline to increase engagement online
Pic:Renette Stowe

Its not cheap!
Pic: Joe Marinaro

This is business, reach is important
Bottom up
Visits
Top down
return visit
Members

And to do this you need good content
Gumtastic
Gumtree Facebook page
7500 Gumtree fans newsfeed
Viewed by an average of 150 friends / fan
16

Or bribery

An engaged community will bring you traffic
Twitter
Facebook
570 %
1082 %
Blogs
Forums
87 %
63 %
18

Facebook = the future
Pic:ltwp

Quite simply, everyone is on it.
Pic: tallkev

People value their social graph reputation
Pic: milenamihaylova

Pic: TANAKA Juuyoh
Facebook is spreading
everywhere

A Facebook fan is like an email subscription
Have brand spend in your search marketing budget

But don’t forget about forums!
140k members
3.2m posts
Great for FAQ
Community ranking
Deep engagement
SEO

Thank you
Jon Bishop
@jonin60seconds
jonmichaelbishop@gmail.com
Jonin60seconds.com

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Community management from the Trenches

by Jon M Bishop on May 24, 2010

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Community management from the Trenches — Presentation Transcript