C R E AT I N G S A F E ,
W E L C O M I N G & S U P P O RT I V E
O N L I N E C O M M U N I T I E S
(C) Quiip 2013
• Worked with over half a million users in a range of private and public communities -
including Editor & Community Manager, Essential Baby (Fairfax Digital).
• Created the world’s first, annual Community Management conference - swarm.
• Founder and Senior Community Manager of the Australian Community Managers’ FB
group (900+ members)
• Worked with online communities for a decade
• Focus on youth and high-risk/sensitive communities
• Currently work with ReachOut.com, Redkite, State & Federal Govt.
CEO of Australia’s leading
community management consultancy, Quiip
(C) Quiip 2013
• Worked across the community sector: youth work, domestic violence support, juvenile justice,
disability, women’s health, community development
• Worked for organisations across Australia, South-East Asia and the UK for over 11 years.
•Three years ago I took my knowledge and skills online with ReachOut.com by Inspire Foundation
as the online community manager.
• ReachOut.com was the worlds first online youth mental health service.
• Forums were launched in 2006, and in 2012 I led their redevelopment
• Now, every month, over 10,000 visitors come to our forum community to get help from other
Online Community Manager
T O D AY ’ S P R E S E N TAT I O N :
1. I N T R O
2. K E Y C O N S I D E R AT I O N S I N R I S K Y E N V I R O N M E N T S
C R E AT I N G A S A F E A N D W E L C O M E S PA C E V I A :
3. P O S I T I V E R I S K TA K I N G &
4. U S E R - C E N T R I C C O M M U N I T I E S
5. A N O N / P S E U D O N Y M I T Y V S R E A L N A M E
6. O W N E D E N V I R O N M E N T S
W H AT I S C O M M U N I T Y ?
“ A S P E C I F I C G R O U P O F P E O P L E
W H O F O R M R E L AT I O N S H I P S O V E R
T I M E A R O U N D A S T R O N G C O M M O N
I N T E R E S T ” .
1 I N T R O
W H AT I S C O M M U N I T Y M A N A G E M E N T ?
T H E D I S C I P L I N E O F E N S U R I N G
P R O D U C T I V E C O M M U N I T I E S .
D R AW O N Y O U R O F F L I N E S K I L L S &
E X P E R I E N C E S .
N O T A B O U T T O O L S .
K E Y C O N S I D E R AT I O N S F O R R I S K Y
E N V I R O N M E N T S & V U L N E R A B L E G R O U P S
• Have a strategy
• Understand what type of community
• Community is a discipline - science & art
• Utilise learning, resources, training and support
• Focus on outcomes not platforms
are the members
are you going to
does the group
need to be
C O M M U N I T Y S T R AT E G Y
• Sense of
• Adaptive coping
• Mental health
Types of community
1. Community of Practice.
2. Community of Action.
3. Community of Circumstance.
4. Community of Place.
5. Community of Interest.
C O M M O N C H A L L E N G E S / M I S TA K E S
• Lack of resources - platform, people, process. Humans.
• Budget commitment
• Time & patience
• Field of dreams (Need to actively build a habit!)
• The big launch. Rapid growth/short-term focus.
• Reactive Community Management role.
W H AT I S A P O S I T I V E R I S K TA K I N G A P P R O A C H ?
• Rigorous & collaborative risk assessment
• Moderation parameters & flowcharts
• Content Assessment & Escalation Chart / Risk Mitigation
• Response Protocols, Positive Pro-active engagement
• Internal Community/Social Media Management Training and
# 1 R I S K M I T I G AT I O N
Legal and Brand Risks
• Breach of copyright / Intellectual property
• Defamation and Discrimination
• Contempt of court
• False and/or misleading information
• Violation of the Competition & Consumer Act
• Regulatory guidelines
• Crises leading to PR disaster, impact on share value,
loss of revenue etc.
• Negative experience / poor customer services
• Profanity / content
• Disclosure of personal and/or private
information of themselves or others
• Duty of care
• Trolling and/or bullying
• Personal harm / mental health
• Protection of minors
# 2 P R O - A C T I V E , P O S I T I V E E N G A G E M E N T
Facilitating, nurturing and increasing engagement and peer interaction.
• Crafting compelling content
• Welcome and engaging members
• Encourage peer-to-peer interaction (vital for communities, harder to achieve in social media)
• Surface insights and feedback — drive change, product design, service delivery
• Measuring community sentiment
• Reinforcing and rewarding positive behaviour (“surprise and delight”)
• Highlight high-quality community content
• Showcase users - within the community - but also back to the client/org
• Resolve disputes / issues
• Engage in line with the client’s objectives
• Use engagement to champion use of social, encourage by-in from broader business units
# 3 S T R AT E G I C O V E R S I G H T
Understand the broader business objectives and how to align to social/community
• Why are you establishing a social media presence and/or community?
• Who do you want to reach/attract?
• What do you want to achieve and how will you achieve your objective and purpose?
• Where will the community be? (Communities can be “cross-platform”)
• When does the community need to be active?
• How will you define success? What are the KPIs for the Community Manager? Does the
broader business understand and support the community development?
For us, peer mods are vital
…and critical to the success of ReachOut.com by:
• Building community
• Providing peer-to-peer support - empathy through shared
• Proves there is a “light at the end of the tunnel”
• Foster a respectful site culture: focus on the issues rather than
individual problem focused
• Manage risk by non permissible content – removal or escalation
• Strengthen youth participation model, ensuring RO.com is relevant
for all young people
U S E R - C E N T R I C C O M M U N I T I E S4
Self-harm and suicidal content
Tips from MHFA >
< Tips from BeyondBlue.
What if someone seems suicidal?
1. Do they have means, or access to means?
2. Do they have a plan and/or an intended date/time?
If YES to either — treat as an emergency.
O N L I N E C O M M U N I T Y G U I D E L I N E S
V I D E O R E A C H O U T. C O M
R E A L N A M E V S P S E U D O N Y M I T Y 5
The value of anonymity:
- Creates a safe environment for communities of support
- Feels private and confidential
- Members feel free to talk
- Avoid creating unhealthy dependencies
- As the admin you still have contact/IP details to manage risk
• Building relationships between anonymous members
O W N E D E N V I R O N M E N T S6
Why create an “owned” space? Some of the reasons may include:
• Long-term asset for the organisation
• User-generated content & space
• Content & control remains with the company (not subject to continual
changes ie. Facebook)
• Better ability to contact & engage with members, and disseminate
• Better archiving & search functionality
• Better moderation & management functionality
• Build member loyalty
• Idea generation / product development