Your SlideShare is downloading. ×
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Jon Bishop - #smib10 presentation
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Jon Bishop - #smib10 presentation

352

Published on

One Year Of Managing The Gumtree Community: Lessons Learnt

One Year Of Managing The Gumtree Community: Lessons Learnt

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
352
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 1000’s of hours of dev timeTripled employeesOne of the most advanced uk search locationsNew search engineUI designers from brightonTop thinkers from the States
  • Don’t be scared of negative comments.In fact, if you have engaged users, negative comments get turned into even more powerful messaging for youEngaged members will pick negative statements apartAnd a skilled community manager will turn the comment positive without offending the user
  • Don’t be scared of negative comments.In fact, if you have engaged users, negative comments get turned into even more powerful messaging for youEngaged members will pick negative statements apartAnd a skilled community manager will turn the comment positive without offending the user
  • Might sound picky but I think this term carries more weight and respectAnytime you outreach with social media tools, you are engaging with your community, so you better know a thing or two about community management
  • PR = slick copy, dealing with Journos, broadcast press releasesSM = conversation, dealing with bloggers, one on one relationshipsThe SM universe is more adverse to spam than anyone elseWork on the same projects/clients but goals/KPIs/reporting lines should be completely separate.
  • Online communities are not defined by geography, they are defined by interest, worth a thoughtThe community is just there, whether you provide the platform or notI watched as Winkworth got torn to shreds on Twitter without a response
  • People live offline, this is where they feel the deepest engagementThis is where you find and develop your top fans
  • Sure Facebook is free but running the campaigns is an expensive affair
  • Good community management uses a mixture of engagement activity reach activity to engage new members into the community
  • People share good content, it’s the core action of engagement and reach in social media
  • Give away and iPad, the buzz is ridiculous right now
  • The first 6 months of a community manager at Gumtree provided these results
  • ½ billion soon
  • Proof via closing of datingpeople are generally more positive on Facebook
  • Plus everyone is already on it. These plugins won’t work without a high % penetration which they have
  • Cost is for an acquisition, not a clickAnd is also therefore more valuable than a clickIts worth splitting your paid search data into reach and brand.
  • Transcript

    • 1. Community management.
      From the trenches
      Pic:zoey_pep
    • 2. Heard about the new Gumtree?
    • 3. And what did our
      adoring fans say?
      Pic:nakamurafan
    • 4. Most love it
      “Great new Gumtree layout!”
      “Can i just say, the new Gumtree is hot! :)))))))) Well done... you have an extra fan.”.
    • 5. Some, not so much
      “Why the f*$% so much white? I have a 22” monitor?”
      “I’m pretty shocked by how terrible it is”.
      “crap”
    • 6. Don’t be scared!
      Pic: Piddy77
    • 7. So what else have I learnt in my first year at Gumtree?
      Pic:merfam
    • 8. The Role:
      The job: Community manager
      The tools: social media
    • 9. Where does social media belong?
      Marketing
      Online marketing
      Brand & comms
      PPC
      SEO
      Partnerships
      Social Media
      PR, brand, advertising etc
      Customer service
      IT / Tech
      PR
    • 10. You’re either PR or you’re social media
      Spam is least tolerated in PR spaces
    • 11. Not for juniors!
    • 12. Online communities organise themselves around a common interest
      - your brand
    • 13. Take it offline to increase engagement online
      Pic:Renette Stowe
    • 14. Its not cheap!
      Pic: Joe Marinaro
    • 15. This is business, reach is important
      Bottom up
      Visits
      Top down
      return visit
      Members
    • 16. And to do this you need good content
      Gumtastic
      Gumtree Facebook page
      7500 Gumtree fans newsfeed
      Viewed by an average of 150 friends / fan
      16
    • 17. Or bribery
    • 18. An engaged community will bring you traffic
      Twitter
      Facebook
      570 %
      1082 %
      Blogs
      Forums
      87 %
      63 %
      18
    • 19. Facebook = the future
      Pic:ltwp
    • 20. Quite simply, everyone is on it.
      Pic: tallkev
    • 21. People value their social graph reputation
      Pic: milenamihaylova
    • 22. Pic: TANAKA Juuyoh
      Facebook is spreading
      everywhere
    • 23. A Facebook fan is like an email subscription
      Have brand spend in your search marketing budget
    • 24. But don’t forget about forums!
      140k members
      3.2m posts
      Great for FAQ
      Community ranking
      Deep engagement
      SEO
    • 25. Thank you
      Jon Bishop
      @jonin60seconds
      jonmichaelbishop@gmail.com
      Jonin60seconds.com

    ×