4: Community                          management                             JOM845 Online JournalismMonday, 12 November 12
Monday, 12 November 12
“Future employed a Community Editor to   engage with the online craft audience   and build a buzz in the months leading   ...
“Future employed a Community Editor to   engage with the online craft audience   and build a buzz in the months leading   ...
The what.                         http://www.flickr.com/photos/tobanblack/3762525969/Monday, 12 November 12
The POST process - recap  •   People - networks  •   Objectives  •   Strategy - content  •   Technology - platforms       ...
Why are you                                     publishing?                         http://www.flickr.com/photos/tobanblac...
E.g. “Get to stories before ourcompetitors”  • Monitor UGC on other sites  • Monitor mentions of keywords such as    ‘eart...
E.g. “Users spend longer onsite”  • Give users something to do around    content, e.g. comments, vote, etc.  • Find out wh...
e.g. Improve the editorial qualityof our work  • Provide UGC space for users to    highlight errors, contribute updates  •...
Match with the community/ies  •   Utility-driven? (Self-improvement)  •   Socially-driven? (Identity, support)  •   Change...
The how.                         http://www.flickr.com/photos/tobanblack/3762525969/Monday, 12 November 12
“81% of [financial and business journalist   respondents] are engaging on a regular   basis with their digital readers, th...
Monday, 12 November 12
“‘You have to activate your community. It   is difficult, so you have to be really   involved with it.’ That’s why the   c...
linkMonday, 12 November 12
Help Me Investigate:                   a case study                            17Monday, 12 November 12
13Monday, 12 November 12
Monday, 12 November 12
Monday, 12 November 12
Monday, 12 November 12
The 1%.                         Focus on individuals, not audiencesMonday, 12 November 12
Feedback.                         Keep up momentum, small things mean a lotMonday, 12 November 12
Modularity.    Give specific tasks to people, but after you’ve started. Don’t dominate.Monday, 12 November 12
Diversity and                                           capacity.                         Seek a range of skills in the gr...
Visibility.                         Publish across a range of platforms and places, regularlyMonday, 12 November 12
The scaling problem - and the 4T solutionsMonday, 12 November 12
http://www.feverbee.com/2012/01/introducing-the-map-a-proven-process-for-developing-successful-online-communities.htmlMond...
“We have a way to prevent gangs of humans    from acting like savage packs of animals. In    fact, weve developed entire d...
Tasks                         Parkinson’s Law of TrivialityMonday, 12 November 12
Teams                         (with ability to communicate across those)Monday, 12 November 12
Tools                         Clarity and functionalityMonday, 12 November 12
T&Cshttp://www.penny-arcade.com/comic/2004/3/19/Monday, 12 November 12
Key points: Community skills are in demand - build them. It takes time, persistence and focus - don’t lose heart; do be hu...
Further reading.   Delicious.com/paulb/cityOJ04   Delicious.com/paulb/CM   Delicious.com/paulb/UGC   Jono Bacon: The Art o...
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Community Management

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Community Management

  1. 1. 4: Community management JOM845 Online JournalismMonday, 12 November 12
  2. 2. Monday, 12 November 12
  3. 3. “Future employed a Community Editor to engage with the online craft audience and build a buzz in the months leading up to the launch of Mollie Makes” ... http://www.inpublishing.co.uk/kb/articles/media_pioneer_mollie_makes.aspxMonday, 12 November 12
  4. 4. “Future employed a Community Editor to engage with the online craft audience and build a buzz in the months leading up to the launch of Mollie Makes” ... “It was Future’s fastest growing title in the last decade” http://www.inpublishing.co.uk/news/articles/future_to_launch_the_simple_things.aspxMonday, 12 November 12
  5. 5. The what. http://www.flickr.com/photos/tobanblack/3762525969/Monday, 12 November 12
  6. 6. The POST process - recap • People - networks • Objectives • Strategy - content • Technology - platforms See http://onlinejournalismblog.com/2010/01/19/technology-is-not-a-strategy-its-a-tool/Monday, 12 November 12
  7. 7. Why are you publishing? http://www.flickr.com/photos/tobanblack/3762525969/Monday, 12 November 12
  8. 8. E.g. “Get to stories before ourcompetitors” • Monitor UGC on other sites • Monitor mentions of keywords such as ‘earthquake’, etc. • Become part of and contribute to online UGC communities • Provide live feeds pulling content from UGC sites*Monday, 12 November 12
  9. 9. E.g. “Users spend longer onsite” • Give users something to do around content, e.g. comments, vote, etc. • Find out what users want to do with UGC and allow them to do that on-site • Acknowledge and respond to UGC • Showcase UGC on other platforms, e.g. print, broadcastMonday, 12 November 12
  10. 10. e.g. Improve the editorial qualityof our work • Provide UGC space for users to highlight errors, contribute updates • Ensure that we attract the right contributors in terms of skills, expertise, contacts, etc. • Involve users from the earliest stages of productionMonday, 12 November 12
  11. 11. Match with the community/ies • Utility-driven? (Self-improvement) • Socially-driven? (Identity, support) • Change-driven? • Emotionally-driven? (Fun) from Jono Bacon, The Art of CommunityMonday, 12 November 12
  12. 12. The how. http://www.flickr.com/photos/tobanblack/3762525969/Monday, 12 November 12
  13. 13. “81% of [financial and business journalist respondents] are engaging on a regular basis with their digital readers, thus fostering online communities” http://www.guardian.co.uk/media/greenslade/2011/jul/21/digital-media- marketingandprMonday, 12 November 12
  14. 14. Monday, 12 November 12
  15. 15. “‘You have to activate your community. It is difficult, so you have to be really involved with it.’ That’s why the community managers are expected to spend half of their time reaching out to citizens (mostly through social media) and being out and about in their cities.” http://www.niemanlab.org/2012/06/in-the-netherlands-a-patch-like-hyperlocal- network-is-making-money-and-nearing-profit/Monday, 12 November 12
  16. 16. linkMonday, 12 November 12
  17. 17. Help Me Investigate: a case study 17Monday, 12 November 12
  18. 18. 13Monday, 12 November 12
  19. 19. Monday, 12 November 12
  20. 20. Monday, 12 November 12
  21. 21. Monday, 12 November 12
  22. 22. The 1%. Focus on individuals, not audiencesMonday, 12 November 12
  23. 23. Feedback. Keep up momentum, small things mean a lotMonday, 12 November 12
  24. 24. Modularity. Give specific tasks to people, but after you’ve started. Don’t dominate.Monday, 12 November 12
  25. 25. Diversity and capacity. Seek a range of skills in the group, bring in new membersMonday, 12 November 12
  26. 26. Visibility. Publish across a range of platforms and places, regularlyMonday, 12 November 12
  27. 27. The scaling problem - and the 4T solutionsMonday, 12 November 12
  28. 28. http://www.feverbee.com/2012/01/introducing-the-map-a-proven-process-for-developing-successful-online-communities.htmlMonday, 12 November 12
  29. 29. “We have a way to prevent gangs of humans from acting like savage packs of animals. In fact, weve developed entire disciplines based around this goal over thousands of years. We just ignore most of the lessons that have been learned when we create our communities online. But, by simply learning from disciplines like urban planning, zoning regulations, crowd control, effective and humane policing, and the simple practices it takes to stage an effective public event, we can come up with a set of principles to prevent the overwhelming majority of the worst behaviors on the Internet.” http://bit.ly/cityoj04Monday, 12 November 12
  30. 30. Tasks Parkinson’s Law of TrivialityMonday, 12 November 12
  31. 31. Teams (with ability to communicate across those)Monday, 12 November 12
  32. 32. Tools Clarity and functionalityMonday, 12 November 12
  33. 33. T&Cshttp://www.penny-arcade.com/comic/2004/3/19/Monday, 12 November 12
  34. 34. Key points: Community skills are in demand - build them. It takes time, persistence and focus - don’t lose heart; do be humble.Monday, 12 November 12
  35. 35. Further reading. Delicious.com/paulb/cityOJ04 Delicious.com/paulb/CM Delicious.com/paulb/UGC Jono Bacon: The Art of Community Richard Millington: The Proven Path and Buzzing CommunitiesMonday, 12 November 12
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