LBi_IAB social media event_080710

Being an effective Community Manager is like being a gracious, hostess (or host)...

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…

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.

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

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!

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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LBi_IAB social media event_080710

by LBi UK on Jul 12, 2010

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LBi_IAB social media event_080710 — Presentation Transcript