The presentation is about Online Community Management, Social Media Strategy and how to implement it properly. At the end you'll find the use case www.Guzuu.com and how we implemented that. You can use parts of the presentation for free unless you mention the source. (www.netnode.ch)

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

2. What is Community
Management?
Friday, January 22, 2010

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

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

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

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

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

8. Tools
Friday, January 22, 2010

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

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

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

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

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

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

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

16. “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

17. “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

18. “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

19. “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

20. “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

21. “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

22. “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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

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

30. 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

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

32. 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

33. 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

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

35. 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

36. 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

37. 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

38. 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

39. 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

40. 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

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

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