Effective Community Management

building healthy communitiestactics and strategies Maria Ogneva, Head of Community, Yammer

Hello! Nice to meet you!My name is Maria Ogneva,also @themariaI’m Yammer’s Head ofCommunity. I am responsibleYammer’s customercommunities, presence inexternal social channels,content and educationaround community andsocial best practices.Let’s build somecommunities! @themaria

what the heckis community management? social media community building marketing customers talking to each brand story other advocacy creation spaces company talking to driven by a common goal & customers passion customers talking to their problem solving & telling friends stories

another silo? http://www.ﬂickr.com/photos/76635893@N00/2203549363/

strategyvs. tactics http://www.ﬂickr.com/photos/61565201@N00/229158080/

deﬁnestrategy externally & internally work cross-functionally policy, governance, best practices internal buy-in focus on business objectives commit to deep co-creation

don’t do it alone @themaria @yammer http://www.ﬂickr.com/photos/44373968@N00/96724309/http://www.ﬂickr.com/photos/47681336@N00/4511076565/

alignment & vision alignment and vision @themaria @yammerhttp://www.ﬂickr.com/photos/58249839@N00/2687043572/

empower through education @themaria @yammer

everyone’s favorite station: WIIFM @themaria @yammer

tie to business objectives

build into processes

goals for your community tap into people’s passions focus on jobs they’ve come to do elevate the conversationconversation: strategic vs. transactional connect people to each other

help people tell stories http://www.ﬂickr.com/photos/43927576@N00/321175469/

customer communities connect customer & companyhttp://www.ﬂickr.com/photos/83165152@N00/1288762325/ http://www.ﬂickr.com/photos/71865026@N00/1264424156/

encourage serendipityhttp://www.flickr.com/photos/thegaffneys/4296340696/

nascent communitieshttp://www.ﬂickr.com/photos/9215253@N08/586305185/

seed content @themaria @yammerhttp://www.ﬂickr.com/photos/43132185@N00/402573680/

your job: get people to talk h"p://www.ﬂickr.com/photos/71865026@N00/3280003051/

promote sharing of success @themaria @yammer http://www.ﬂickr.com/photos/13657368@N00/1752089487/

architect foundation of STRENGTH @themaria @yammer http://www.ﬂickr.com/photos/8427538@N02/2307224581/

the right tools for the job @themaria @yammer http://www.ﬂickr.com/photos/8427538@N02/2307224581/

nurture early advocates @themaria @yammer

clear policy& best practices

moderate without stifling think: traffic control http://www.flickr.com/photos/43102195@N08/4826985761/

let the community evolve norms & self-moderate set the tone with early right users don’t dominate listen and gently nudge let people ask & answer connect people don’t stiﬂe the conversationpromote privacy, transparency, respect

community “gardener” @themaria @yammerhttp://www.ﬂickr.com/photos/47681336@N00/4511076565/

community manager success traits passionate inspired by stories, helping, learning & people inspires others to act, understands WIIFMindustry knowledge / commitment & business acumen well-connected internally & externally unafraid, comfortable w/ discomfort, owns decisions tactful & diplomatic, humble & conﬁdent patient & creative

partnership between Company & Customer http://www.ﬂickr.com/photos/53323105@N02/5416543588/

experience chasm http://www.ﬂickr.com/photos/51378257@N00/2248361060/

be proactive,not reactive

causes ofsocial media crisessource: altimeter group 15% exposure of poor experience 12% violation of ethical guidelines 8% rogue employees

BRIDGE theGAP

doing beingsocial media a social businessexternal holisticanother silo cross-functionalfocused on PR focused on learningshort-term focus long-term focusephemeral systematicfashionable transformative

1. listen 2. understand 3. speak

have a response plan in crisis and “in peace”

turn data into insights predict patterns

learn evolve co-createFail fast, learn and be humble

turn critics into fans RAVEABLE & fans into community INVESTED IN FUTURE RECOMMENDER! ADVOCATE! BELIEVER! ADVOCATE community “LAZY” ACTION! ADVOCATE! MAY SWITCH SWITCHER! SWITCHER! WILL PROBABLY LEAVE opportunity QUIET ATTRITION! COMPLAIN! BAD DON’T CARE LIKE SPEAK UP CO-CREATE ! CUSTOMER EXPERIENCE FAN BEHAVIOR !

turning product feedback into something actionable http://www.ﬂickr.com/photos/48889065425@N01/2064102608/

customer stories = new marketinggive them something to rave about http://www.ﬂickr.com/photos/99037763@N00/2385084652/

connected empowered employee

empower employees to act http://www.ﬂickr.com/photos/76805197@N00/2494733608/

become truly connected

✓ people sharing stories signs of healthy ecosystem ✓ profiles & pictures ✓ increase in new posters✓ prevailing culture of help✓ ambassadorspeople posting content ✓ ✓ prevailing culture of help ✓ executive involvement ✓ growth of Yambassadors ✓ Yamification, swag ✓ profile pictures✓ executive support ✓ increase in new posters ✓ recognized as the place to access knowl ✓ flash mobs! ✓ recognized as the place to access knowledge @themaria @yammer http://www.flickr.com/photos/29884944@N00/109201435/

remember...behavior change is hard

it is soWORTH IT

get supportjoin peer communities to be a community leader, http://www.ﬂickr.com/photos/72296542@N00/353467486/ be a member ﬁrst

Thank you! Contact: @themariaabout.me/themaria

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Effective Community Management

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