SOMEWHERE OVER THE RAINBOWTaking your community to the next level                             Maria Ogneva,Yammer         ...
We’re not in Kansas anymore!                               2
We’re not in Kansas anymore!                               3
We’re not in Kansas anymore!                               4
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        ...
Community manager; jack of all trades                                    8
Setting the content strategy and developing and curating content forour social sites including our blog, Facebook, Twitter...
membership in      employee communitycustomer community    makes better burgers      increases     spending by     19% col...
Can’t do one without the other!                     PARTNERS       CUSTOMERS                  ADVISORS                    ...
OPPORTUNITY: BECOME           ADAPTABLEWhy did YOU want to be a community manager?                                        ...
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...
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          ...
Your cast of characterscan       can    needs     needs       needshelp    hinder   heart   experience   courage          ...
Your cast of characterscan       can    needs     needs       needshelp    hinder   heart   experience   courage          ...
Your cast of characterscan       can    needs     needs       needshelp    hinder   heart   experience   courage          ...
Your cast of characterscan       can    needs     needs       needshelp    hinder   heart   experience   courage          ...
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 P...
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
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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 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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Community as a discipline - somewhere over the rainbow

  1. 1. SOMEWHERE OVER THE RAINBOWTaking your community to the next level Maria Ogneva,Yammer @themaria 1
  2. 2. We’re not in Kansas anymore! 2
  3. 3. We’re not in Kansas anymore! 3
  4. 4. We’re not in Kansas anymore! 4
  5. 5. OPPORTUNITY: BECOMEOPPORTUNITY: ADAPTABLEBecome adaptable 5
  6. 6. How you organize, think and act 6
  7. 7. Communities aren’t yet strategic value hard to quantify lack of resources unhealthy communities poor ROI 7
  8. 8. Community manager; jack of all trades 8
  9. 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. 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. 11. Can’t do one without the other! PARTNERS CUSTOMERS ADVISORS EMPLOYEE NETWORK PARENT SUPPLIERS COMPANY CONSULTANTS 11
  12. 12. OPPORTUNITY: BECOME ADAPTABLEWhy did YOU want to be a community manager? 12
  13. 13. REDEFINE YOUR JOB:Community is a mindset 13
  14. 14. STEP 1:Know your goals and purpose 14
  15. 15. TAKE STOCK:Where are you? 15
  16. 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. 17. START SMALL:Experiment, prove value 17
  18. 18. STEP 2:Know your resources and people 18
  19. 19. Your cast of characterscan can needs needs needshelp hinder heart experience courage 19
  20. 20. Your cast of characterscan can needs needs needshelp hinder heart experience courage 20
  21. 21. Your cast of characterscan can needs needs needshelp hinder heart experience courage 21
  22. 22. Your cast of characterscan can needs needs needshelp hinder heart experience courage 22
  23. 23. Your cast of characterscan can needs needs needshelp hinder heart experience courage 23
  24. 24. YOUR JOB:Help others get what they need 24
  25. 25. Sources of human motivation PURPOSE MASTERY AUTONOMY 25
  26. 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. 27. STEP 3:Design the right environment;create an ownership culture 27
  28. 28. New member recruitment 28
  29. 29. Early members = charter members 29
  30. 30. Develop charter, model best practices 30
  31. 31. Expert spaces 31
  32. 32. Develop new joiner experience 32
  33. 33. Develop 30-60-90 day plan 33
  34. 34. Get to know members, expertise 34
  35. 35. Facilitate and spark conversations 35
  36. 36. Spotlight stories, celebrate members 36
  37. 37. Don’t rush in 37
  38. 38. Make it easy to share 38
  39. 39. Create order without stifling 39
  40. 40. Don’t fear messiness 40
  41. 41. Give people a voice 41
  42. 42. Develop community culture and norms 42
  43. 43. Manage crisis, have a game plan 43
  44. 44. Manage attrition and exit 44
  45. 45. STEP 4:Pay it forward; commit to education 45
  46. 46. AMBASSADORS:Nurture them, inspire them, resource them 46
  47. 47. COMMUNITY:Strategic discipline, connective tissue 47
  48. 48. BE PATIENT:It’s a journey 48
  49. 49. QUESTIONS?Keep in touch!@themariamaria@yammer-inc.com 49

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