Online Community Management Smackdown

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Presentation from Online Community Management panel highlighting how to build and nurture an online community and measure its success.

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  • The “Macho Man” Randy Savage embodied what it means to be a community manager. He was engaged with both his fans and his rivals on a nightly basis. Taking their feedback, and always responding with an exciting quote to get them excited about the brand. In an era before the web, the guy built a following of millions of fans and became one of the most recognized names in entertainment. A stretch? Maybe. But think about it as we go through this presentation
  • You want your intern to do all the things that will take up a lot of your time and scare you from doing social media. They don’t run the program, they fill in the blanks. They need to be users because they will know the tools well.
  • Saves time in the long run. It forces your social media projects to become quality, not quantity. You ask yourself “How can I use social media to make what I’m already doing better?”
  • Online Community Management Smackdown

    1. 1. Online Community Building Strategies<br />For Non-profits, Political Campaigns, and Corporations<br />Training Session<br />Friday, June 17, 2011<br />M100, AB<br />
    2. 2. #CommunitySmackdown<br />What I Learned About Community Building at Netroots Nation<br />Vs.<br />Ten Easy Ways to Grow Your Online Community: Leading Lessons from Netroots Nation<br />
    3. 3. In Memorium<br />Greatest Community Manager ever?<br />
    4. 4. What is Community Management?<br />Listening<br />Supporting<br />Responding<br />Advocating<br />Energizing<br />
    5. 5. Our Trainers…<br />
    6. 6. What you’ll learn today<br />How to create, engage, and leverage your community<br />How to recruit<br />How to staff<br />What do I show my boss?<br />How to create content<br />Should I create my own network?<br />
    7. 7. Before we begin (What NOT to do)<br />Don’t get freaked out (it’s a lot of work)<br />Don’t only focus on social networks<br />Don’t stop advocating for the user<br />Don’t hide online (communities need management offline too)<br />Don’t stop ‘til you get enough<br />
    8. 8. Things that make me want to drink…<br />When people say “new media”<br />When campaigns don’t treat themselves like brands<br />When people say “My users aren’t on Facebook”<br />When community managers don’t believe in their cause<br />When people are impatient<br />
    9. 9. Solve a Real Problem<br />What problem are you solving for people?<br />Be specific<br />Ask folks, try things, iterate<br />
    10. 10. New Medium, Same Human Desires<br />Everyone wants to see the new baby<br /><ul><li>Visiting in Person
    11. 11. Print photos
    12. 12. VHS videos
    13. 13. Online photos – Snapfish, Picasa
    14. 14. Facebook – Baby photos, videos
    15. 15. Skype Video</li></li></ul><li>Need to Belong<br /> People want to find people like them (who also care about them)<br />
    16. 16. WTF ?!?<br />Where’sTheFun?<br />
    17. 17. WIIFY ?!?<br />What’sInItForYou?<br />
    18. 18. How Do I Monitor?<br />Search and listen (Google Alerts, BlogPulse, BoardReader)<br />Look for active users and patterns<br />Facebook and Twitter searches<br />LISTEN (yes, it’s worth repeating)<br />
    19. 19. How do I engage people?<br />
    20. 20. Listened, Responded, Now What?<br />Keep track of everything<br />Reward your users for being active<br />Figure out mediums for engagement<br />This is what will dictate a lot of your content<br />Engagement through social networks<br />
    21. 21. Managing Your Social Media<br />
    22. 22. Sample Intern Posting:<br />Project Amazing seeks a social media intern to join our growing team. The social media intern will work across departments and play a major role in our online communications program.<br />The social media intern will:<br />monitor social networks like Twitter and Facebook for mentions<br />prepare statistics and metrics on social networks<br />upload photos, videos, and multimedia content to organization’s social networks<br />create Facebook events for organization<br />monitor Facebook page for likes, comments, activity<br />research emerging media trends and work with organization to implement new technologies<br />help create and manage online profiles<br />Research what other players in the market are doing<br />Qualifications include:<br />passionate about social media/issues<br />active on social networks like Twitter, Facebook, and Foursquare<br />Strong writing skills<br />HTML and CSS skills a plus<br />
    23. 23. Focus on Integration<br />Adapt tools to current tasks<br />Make social media elements part of routine<br />Track all activity on an org calendar/task sheet<br />Treat people online the way you would in “real” life<br />
    24. 24. Community Management is NOT just Social Media<br />Social media is a vehicle for bringing content to your community<br />Community Management requires real-life/offline engagement too<br />Twitter is your customer service tool<br />Facebook is your hub for sharing<br />Community = More than the fun tools involved<br />
    25. 25. What Do I Provide My Community?<br />Thought Leadership / Inspiration<br />Networking Opportunities<br />A Place to Share and AMPLIFY Their Stories<br />Community Event Listings (NEVER UNDERESTIMATE THE POWER OF A GOOD CALENDAR)<br />Curated News<br />Job opps!<br />
    26. 26. How Do I Get Attention?<br />HEADLINES<br />Story types<br />Multimedia<br />Linking<br />Authenticity<br />Distinguish yourself (find your niche!)<br />
    27. 27. How Often Should I Communicate?<br />What is the community’s expectation?<br />How self-sustaining is it?<br />Am I crunching on a goal?<br />Is there relevant material?<br />
    28. 28. How do I know it’s working?<br />Web traffic (Google Analytics)<br />Membership<br />Feedback<br />Mentions (Twitter)<br />Revenue (Fundraisers/Facebook Causes)<br />Referrals<br />Growth over time<br />
    29. 29. How do I know it’s working?<br />Comments left on blog<br />User conversations with other users<br />Time between responses<br />
    30. 30. What do I do with Analytics?<br />Set Goals<br />Review Metrics<br />Identify Trends<br />Update Strategy<br />
    31. 31. What Do I Show My Boss?<br />
    32. 32. What Numbers Matter?<br />Online<br />Website visitors<br />Comments<br />“Likes”<br />“Followers”<br />Offline<br />Event attendance<br />Money raised<br />Calls to Congress<br />
    33. 33. Only Numbers?<br />Nope! QUALITY counts!<br />Qualitative metrics include:<br />New Community Members<br />New Twitter followers<br />VIP Retweets<br />VIP Guest Authors<br />VIP Interviews<br />
    34. 34. Why a New Network? <br />Real frustrations from you or others about limitations about existing networks to solve your problem<br />Have capacity and energy to build new<br />Strategic asset to have/control your own network<br />Yes..it’s really hard to do but some great examples <br />
    35. 35. U.S. Statistics<br />~20 Million Government Employees<br /><ul><li>2.1 million federal employees</li></ul>19,429 Municipal Governments<br />21,300 Distinct organizations across federal legislative, executive, and judicial<br />ARE WE RECREATING THE WHEEL? lS THERE ROOM FOR COLLABORATION<br />
    36. 36. At Work, Where Do People Go To:<br /><ul><li>Ask a question about their project
    37. 37. Find out about other similar projects in government
    38. 38. Get career advice or mentorship
    39. 39. Get best practices about a specific technology or project
    40. 40. In past, simply asked peers at work or people you already knew
    41. 41. How do you expand the network to solve government problems</li></li></ul><li>What is <br />Research the latest trends<br />Find and contribute best practices<br />Solve government problems<br />?<br />Learn about the latest solutions<br />Connect with peers<br />MISSION: “Connect Government to Improve Government”<br />
    42. 42.
    43. 43. Founder<br /><ul><li>Do-Gooder:3rd Gen Public Servant, DHS Fellow, Multiple Gov Agencies
    44. 44. Innovator:Co-Founder, Young Government Leaders
    45. 45. Award Winner:2006 Rising Star Award, 2007 Fed 100 Winner
    46. 46. Speaker:25+ Conferences, Brookings, Harvard Kennedy School
    47. 47. Author:Wikinomics, Federal Times, Public Manager
    48. 48. Athlete: Used to be good at golf – 3rd in State
    49. 49. Scholar: Miami (OH) and UPenn
    50. 50. Gentleman: Likes Cats and Babies</li></li></ul><li>Evolution<br />SEP 2009:<br />20,000<br />Members<br />Adding New Features<br />JUN 2009:<br />10,000<br />Members<br />Passionate Federal Employee<br />JAN 2009:<br />Community<br />Leaders<br />President,<br />Build Team<br />JUN 2008:<br />GovLoop Launched<br />Passionate <br />Volunteers<br />Recognized Need for More Resources<br />JAN 2008:<br />Idea<br />Conceived<br />
    51. 51. Members<br />40,000…and growing rapidly<br /><ul><li>Obama Political Appointees
    52. 52. GSA Assistant Commissioner
    53. 53. Canada Deputy CTO
    54. 54. California CTO
    55. 55. 30+ Federal CIOs and CTOs
    56. 56. 60+ State/Local CIOs
    57. 57. 125+ City Managers
    58. 58. 500+ Contract Specialists</li></li></ul><li>Support<br />“GovLoop.com is a great community site for public servants. It's pretty much their Facebook.”<br />– Craig NewmarkFounder of Craigslist.com<br />“New technologies and social networks such as GovLoop are great for cross-agency collaboration and public-private partnerships.”<br />- Beverly Godwin, GSA Director of USA.gov and Former White House Office of New Media<br />
    59. 59. Accolades<br />Honored<br />Finalist: 2009 Intergovernmental Solutions Award <br />Featured<br />
    60. 60. All Kinds of Groups<br />
    61. 61. All Kinds of Activities<br />
    62. 62. All Kinds of Involvement<br />
    63. 63. Incubation<br />
    64. 64. Incubation<br />
    65. 65. Incubation<br />
    66. 66. Public Service is Awesome<br />
    67. 67. International<br />
    68. 68. What I’ve Learned about Community Building<br />It’s REALLY REALLY Hard<br />Most people fail<br />There’s a talent/skill<br />Hard to be consistent<br />There’s a difference between just doing it and doing it well<br />Many similar reasons to why conferences or associations or magazines succeed/fail<br />
    69. 69. Questions?<br />Adam Rosenberg Adam.Rosenberg@edelman.com<br /> @Phillyberg<br />Steve Ressler<br />founder@govloop.com<br /> @govloop<br />Shana Glickfieldshanag@beekeepergroup.com<br /> @DCconcierge<br />

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