LBi_IAB social media event_080710

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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

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