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Community as a discipline - somewhere over the rainbow

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My slides from my talk at Swarm Melbourne. Community building is just like taking a walk down the yellow brick road in the Wizard of Oz-- if you help others get what you need, you may get what......

My slides from my talk at Swarm Melbourne. Community building is just like taking a walk down the yellow brick road in the Wizard of Oz-- if you help others get what you need, you may get what every community manager wants: a healthy and engaged community, a community that's a strategic part of the organization, not an afterthought. Evolve your community to be an organization-wide discipline, beyond a job.

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  • 1. SOMEWHERE OVER THE RAINBOWTaking your community to the next level Maria Ogneva,Yammer @themaria 1
  • 2. We’re not in Kansas anymore! 2
  • 3. We’re not in Kansas anymore! 3
  • 4. We’re not in Kansas anymore! 4
  • 5. OPPORTUNITY: BECOMEOPPORTUNITY: ADAPTABLEBecome adaptable 5
  • 6. How you organize, think and act 6
  • 7. Communities aren’t yet strategic value hard to quantify lack of resources unhealthy communities poor ROI 7
  • 8. Community manager; jack of all trades 8
  • 9. Setting the content strategy and developing and curating content forour social sites including our blog, Facebook, Twitter, YouTube, LinkedIn,Google+, and others. Includes writing content, helping develop thecompany’s point of view, and reviewing all content for SEO.Owning the project management of everything community related,including building an editorial calendar, managing agencies, andsourcing authors and content. This is “community related?”Developing the reporting and analysis for social – experience with socialmonitoring and listening tools, ability to articulate key metrics, andmeasure, analyze and report on qualitative and quantitative communityusage. Work cross-functionally to define metrics and determine impact onbusiness results.Participating in the creative development of digital marketingcampaigns, marketing collateral, and interactive design. Input on vcreative concepts and materials for all marketing channels. Should have akeen eye for design, be genuinely enthusiastic about kids and familytechnology products, and follow buzz worthy campaigns.Assisting in market research, including outlining objectives, establishingscreening criteria, developing stimulus, fielding research, and presentingfindings.Have a solid understanding of marketing and be able to participate inmarketing plan development including positioning, media planevaluation, PR plan integration, and local marketing programs. 9
  • 10. membership in employee communitycustomer community makes better burgers increases spending by 19% collaboration with stores in shopping largely untapped centers opportunity in social $1.3 Trillion! 10
  • 11. Can’t do one without the other! PARTNERS CUSTOMERS ADVISORS EMPLOYEE NETWORK PARENT SUPPLIERS COMPANY CONSULTANTS 11
  • 12. OPPORTUNITY: BECOME ADAPTABLEWhy did YOU want to be a community manager? 12
  • 13. REDEFINE YOUR JOB:Community is a mindset 13
  • 14. STEP 1:Know your goals and purpose 14
  • 15. TAKE STOCK:Where are you? 15
  • 16. Where are you going? WHOM will it serve? WHY does it exist? WHERE will it be? HOW will it be managed? WHAT does success look like? 16
  • 17. START SMALL:Experiment, prove value 17
  • 18. STEP 2:Know your resources and people 18
  • 19. Your cast of characterscan can needs needs needshelp hinder heart experience courage 19
  • 20. Your cast of characterscan can needs needs needshelp hinder heart experience courage 20
  • 21. Your cast of characterscan can needs needs needshelp hinder heart experience courage 21
  • 22. Your cast of characterscan can needs needs needshelp hinder heart experience courage 22
  • 23. Your cast of characterscan can needs needs needshelp hinder heart experience courage 23
  • 24. YOUR JOB:Help others get what they need 24
  • 25. Sources of human motivation PURPOSE MASTERY AUTONOMY 25
  • 26. Unpack & address fears MYTH TRUTH Social is a manifestation of People will waste time who you already are People will post People know what’s inappropriate content appropriate & what isn’t Prevented through People will post education and creating & confidential info enforcing policyNegative information will Negativity may happen, but be posted can benefit network 26
  • 27. STEP 3:Design the right environment;create an ownership culture 27
  • 28. New member recruitment 28
  • 29. Early members = charter members 29
  • 30. Develop charter, model best practices 30
  • 31. Expert spaces 31
  • 32. Develop new joiner experience 32
  • 33. Develop 30-60-90 day plan 33
  • 34. Get to know members, expertise 34
  • 35. Facilitate and spark conversations 35
  • 36. Spotlight stories, celebrate members 36
  • 37. Don’t rush in 37
  • 38. Make it easy to share 38
  • 39. Create order without stifling 39
  • 40. Don’t fear messiness 40
  • 41. Give people a voice 41
  • 42. Develop community culture and norms 42
  • 43. Manage crisis, have a game plan 43
  • 44. Manage attrition and exit 44
  • 45. STEP 4:Pay it forward; commit to education 45
  • 46. AMBASSADORS:Nurture them, inspire them, resource them 46
  • 47. COMMUNITY:Strategic discipline, connective tissue 47
  • 48. BE PATIENT:It’s a journey 48
  • 49. QUESTIONS?Keep in touch!@themariamaria@yammer-inc.com 49