Community Management - start the conversation

Community Management start the conversation www.netnode.ch / www.guzuu.com Friday, January 22, 2010

What is Community Management? Friday, January 22, 2010

What is a Community Manager? Friday, January 22, 2010

Must be a genius... Friday, January 22, 2010

Why have a community? - Engage People (with your brand/company) - Product Innovation (get feedback) - Find Fans/Evangelists (get viral) Friday, January 22, 2010

Why Community Management? http://www.netnode.ch/internet-marketing/community-management Friday, January 22, 2010

Why Community Management? Moderation Motivation Growth Support Feedback Communication http://www.netnode.ch/internet-marketing/community-management Friday, January 22, 2010

Tools Friday, January 22, 2010

Tools keep the tools away for the moment... Community Management is not tool driven! Friday, January 22, 2010

Do we need a concept? Yes and No probably a strategy... Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” LISTEN REACH INFORM ENGAGE Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” LISTEN REACH INFORM ENGAGE GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - monitor - read - discover LISTEN REACH - learn INFORM ENGAGE GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - monitor - read learn - discover LISTEN REACH - learn INFORM ENGAGE GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create - read - signup learn - discover LISTEN REACH - invite - learn - friend - show INFORM ENGAGE GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create prepare your - read - signup tools and create learn - discover LISTEN REACH - invite community - learn - friend - show INFORM ENGAGE GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create prepare your - read - signup tools and create learn - discover LISTEN REACH - invite community - learn - friend - show - blog - publish - update INFORM ENGAGE - help GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create prepare your - read - signup tools and create learn - discover LISTEN REACH - invite community - learn - friend - show - blog take action - publish passively and add - update INFORM ENGAGE value - help GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create prepare your - read - signup tools and create learn - discover LISTEN REACH - invite community - learn - friend - show - blog - respond take action - publish - interact passively and add - update INFORM ENGAGE - motivate value - help - educate GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create prepare your - read - signup tools and create learn - discover LISTEN REACH - invite community - learn - friend - show - blog - respond take action take action - publish - interact actively and passively and add - update INFORM ENGAGE - motivate motivate value - help - educate GOAL Friday, January 22, 2010

“The Dark Secret Of Social Media Strategy” - follow - monitor - create prepare your - read - signup tools and create learn - discover LISTEN REACH - invite community - learn - friend - show - blog - respond take action take action - publish - interact actively and passively and add - update INFORM ENGAGE - motivate motivate value - help - educate GOAL SELL Friday, January 22, 2010

Customer Lifecycle Target Interested New Engaged Enthusiastic Bored No Group Customer Customer Customer Customer Customer Longer GOAL A lot to do! Friday, January 22, 2010

Customer Lifecycle Promotion Problem First Time Use Problem Engagement Problem Target Interested New Engaged Enthusiastic Bored No Group Customer Customer Customer Customer Customer Longer GOAL Sign Up Problem Motivation Problem Bad Feeling Problem A lot to do! Friday, January 22, 2010

Community Management Tools - Hints: - Keep barriers low - “The community belongs to the community” - Have the customer lifecycle in mind - Integrated tool Friday, January 22, 2010

Tools (old school) E-Mail (E-Mail Client) LISTEN Physical Meetings LISTEN Phone LISTEN Chat (Skype, MSN) LISTEN Newsletter INFORM Forum LISTEN / INFORM / ENGAGE Blog INFORM / ENGAGE Friday, January 22, 2010

Tools (new school) Facebook Fanpage LISTEN / REACH / ENGAGE Facebook Group REACH / INFORM Facebook User LISTEN / REACH Twitter LISTEN / REACH / INFORM Invitation System REACH Friday, January 22, 2010

Advanced Tools Mass Customer Relation LISTEN / REACH / Management System INFORM / ENGAGE Social Recognition System ENGAGE “Kudos”, “Hall of Fame” Web 2.0 Tools (Generated Content) ENGAGE e.g. “Blogging Tool”, “Photo competition”, “Favourit Lists”, etc. Friday, January 22, 2010

Possible Solutions - GetSatisfaction.com? - Facebook itself with additional apps? (Tigerlilyapps.com) Keep it simple! A forum is probably enough. Friday, January 22, 2010

Best Practices (1) - Listen / Reach / Inform / Engage - Be authentic - Be supportive and add value - Do not use the community as a marketing channel Friday, January 22, 2010

Best Practices (2) - Active community management is essential - Run campaigns/lifecycle emails - Create and improve your invitation system Friday, January 22, 2010

Best Practices (3) - Deﬁne clear workﬂows - Automate whenever possible (e.g. report generation, newsletter sendouts, lifecycle emails) - Focus - e.g. use Facebook (keep MySpace and Twitter away) Friday, January 22, 2010

Best Practices (4) - Organic growth - Building a community takes time - Give the community what they want, not what you think they want Friday, January 22, 2010

Best Practices (5) - Give up control and ownership - instead - moderate and inform - deﬁne “community guidelines” Friday, January 22, 2010

Measures - Growth Rates - new Members - new Facebook Friends - new Twitter Followers - Community Health Measures - Do people comment/discuss in the forum/blog posts? - Do people login (e.g. % of logins since 30 days)? - Website Trafﬁc - Hits/Visits/Unique Visitors/Time per Visit - Trafﬁc Sources: Organic Google/Direct Access/Other Websites Friday, January 22, 2010

viral growth Book Recommondation Viral Loop by Adam Penenberg x = number of invitations per user per month y = % of accepted invitations per month x * y > 1 ---> gives you viral growth Example 1: 5 invitations per user per month 1 invitations accepted per user per month = 20% 5 * 0.2 = 1 (linear growth) Example 2: 6 invitations per user per month 2 invitations accepted per user per month = 33% 6 * 0.33 = 1.9 That’s why the invitation system is so important! Friday, January 22, 2010

Thank you start the conversation LISTEN / REACH / INFROM / ENGAGE @lukasﬁscher lukas.ﬁscher@netnode.ch Phone: +41 (0)41 450 10 66 http://www.netnode.ch/internet-marketing/community-management http://www.netnode.ch/blog Friday, January 22, 2010

Case Study: Guzuu.com Strategy - Listen - Twitter, Blogosphere, Niche Communities - Reach - Facebook Fanpage, Facebook User - Twitter, Blogspot, MySpace - Inform - Guzuu Magazine, E-Book, Help Section, Newsletter - Engange - Facebook Fanpage, Guzuu Forum, Guzuu Magazine, Twitter - Guzuu Groups Friday, January 22, 2010

Campaign Notes Multiple Status Filter Campaigns Last Action Filter Conversation Histroy New Campaign Message Contacts One tool to manage customer support, lifecycle mails, automated motivation mails, collect user feedback, run campaigns, ... Friday, January 22, 2010

Manage Campaign Campaigns Contact Matrix Mass Mailer Conversation (no contact selected) New Message Mailbox Fully integrated with E-Mail and Website (Drupal Module) Friday, January 22, 2010

Community Manager (the tool) - Perfect to manage - 1000s of Community Members - Grow your Community - Run Campaigns - Press Release send outs Friday, January 22, 2010

Interested? lukas.ﬁscher@netnode.ch www.netnode.ch Friday, January 22, 2010

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Community Management - start the conversation

by Lukas Fischer on Jan 22, 2010

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Community Management - start the conversation — Presentation Transcript