Community as a discipline - somewhere over the rainbow

SOMEWHERE OVER THE RAINBOWTaking your community to the next level Maria Ogneva,Yammer @themaria 1

We’re not in Kansas anymore! 2

OPPORTUNITY: BECOMEOPPORTUNITY: ADAPTABLEBecome adaptable 5

How you organize, think and act 6

Communities aren’t yet strategic value hard to quantify lack of resources unhealthy communities poor ROI 7

Community manager; jack of all trades 8

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

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

Can’t do one without the other! PARTNERS CUSTOMERS ADVISORS EMPLOYEE NETWORK PARENT SUPPLIERS COMPANY CONSULTANTS 11

OPPORTUNITY: BECOME ADAPTABLEWhy did YOU want to be a community manager? 12

REDEFINE YOUR JOB:Community is a mindset 13

STEP 1:Know your goals and purpose 14

TAKE STOCK:Where are you? 15

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

START SMALL:Experiment, prove value 17

STEP 2:Know your resources and people 18

Your cast of characterscan can needs needs needshelp hinder heart experience courage 19

YOUR JOB:Help others get what they need 24

Sources of human motivation PURPOSE MASTERY AUTONOMY 25

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

STEP 3:Design the right environment;create an ownership culture 27

New member recruitment 28

Early members = charter members 29

Develop charter, model best practices 30

Expert spaces 31

Develop new joiner experience 32

Develop 30-60-90 day plan 33

Get to know members, expertise 34

Facilitate and spark conversations 35

Spotlight stories, celebrate members 36

Don’t rush in 37

Make it easy to share 38

Create order without stiﬂing 39

Don’t fear messiness 40

Give people a voice 41

Develop community culture and norms 42

Manage crisis, have a game plan 43

Manage attrition and exit 44

STEP 4:Pay it forward; commit to education 45

AMBASSADORS:Nurture them, inspire them, resource them 46

COMMUNITY:Strategic discipline, connective tissue 47

BE PATIENT:It’s a journey 48

QUESTIONS?Keep in touch!@themariamaria@yammer-inc.com 49

http://hughstephens.com	681
http://localhost	503
http://www.dialogueconsulting.com.au	350
http://www.emoderation.com	154
http://socialmediatoday.com	122
http://www.resonatesolutions.com.au	38
http://tweets.justinflitter.co.nz	20
http://flavors.me	16
http://feeds.feedburner.com	11
https://twitter.com	9
http://conversation.cipr.co.uk	9
http://feeds2.feedburner.com	6
http://www.linkedin.com	3
http://new.resonatesolutions.com.au	2
http://tweetedtimes.com	1
http://www.twylah.com	1
http://twitter.com	1

Community as a discipline - somewhere over the rainbow

by themaria on Sep 12, 2012

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Community as a discipline - somewhere over the rainbow Presentation Transcript