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LBi_IAB social media event_080710

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Being the Hostess or Host with the Mostess – The Importance of Social Community Management

Being the Hostess or Host with the Mostess – The Importance of Social Community Management

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  • Plan to embed these four elements into your overall management strategy.
  • Sustainable communities require strong management Plan to embed these four elements into your overall management strategy.
  • The "Social Butterfly"-The importance of engaging. Social etiquette. Watching your tone. To be credible
  • The marketing and PR approach to social networks and communities is often to push out brand messages and assume the members want to hear all about it.

LBi_IAB social media event_080710 LBi_IAB social media event_080710 Presentation Transcript

  •  
  • Being an effective Community Manager is like being a gracious, hostess (or host)...
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  • As organisations launch platforms to engage in collaborative conversations with individuals (consumers) Managing the community becomes one of the most important levers for success.
  • Think…
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  • The Host/ess with the Mostess
    • A successful gathering is beneficial when there is energy, buzz and shared experiences.
    • “ Guests” or members become your advocates and begin to feel a connection to you as the brand representative.  
    • The making of a good gathering is most often down to the intentions of the host/ess.
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  • Welcome!
    • Focus attention on “The Guests”
    • Get involved without pushing and broadcasting facts about yourself or the brand:
        • Today more than ever, people are aware of the voices of authority and can detect very quickly those brands that spew out “marketing crap”
  • Stop Talking about Yourself!
      • Take time to listen and get to know your most active “Guests” or members.
      • Allow them to share thoughts, opinions and experiences – on a wide variety of topics.
      • Employ tools to help make sense of chatter on other networks (blogs, etc) – a conversation can live long after the “party” has finished.
  • Smile! You’re online.
      • Don’t bitch and gossip – especially about other companies or brands.
      • Learn what responses constitute “smiling online” – keep it friendly.
      • By all means have fun – but make sure you are not misinterpreted. A joke can go very wrong online.
  • Watch Your Tone Mr!
      • Set the tone of voice according to your brand and be consistent.
      • Create guidelines for acceptable behaviour in line with your brand – the “House Rules”.
      • By setting “House Rules”, your most active members and advocates will naturally become ‘guardians’ of the tone.
    • BT Tradespace Communities
    • and Social Media Channels
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  • Pay attention, I’m speaking.
      • Know when to interrupt the flow of conversation.
      • Find out what’s really going on and what’s being said .
      • Be prepared to listen and not act.
      • Get support from your advocates.
      • Support those who need it and be honest!
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  • What’s your name and where do you come from?
      • Think: how do you effectively get to know someone? Ask simple questions.
      • Find your advocates and plan when to enlist their support.
      • Manage external comments, discussions and know when is it right to engage – know their “House Rules”.
  • Bob, here, is from Scunthorpe
      • There will always be “Guests” who are trying to find their place in an active community.
      • Support them by:
      • Posing questions related to current trends and interests
      • Being lighthearted (at the right time)
      • Alerting newcomers to ongoing conversations – lets them know t hey are not speaking in a void.
  •  
  • It’s the person behind the name
    • How you reveal yourself to the community is critical.
    • Outreach – cultivating new connections.
    • Analysing vibrancy within (and outside) the community and mapping out relationships.
    • Being protective of the community and it’s members.
  • “ I’m not from Marketing you know.”
    • The Face of the Company and the Voice of the Community:
      • Good at mediating and nurturing
      • Proactive and patient
      • Good listener
      • Thick skinned and mature
      • Happy to interact offline and online (meeting members and liaising within the business to resolve issues)
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