I ofter get requests for Community Management overviews. I created this presentation as a framework for developing community approaches. The workshop exercises have been removed to ensure the privacy of my clients. Let me know what you think.

1. Section 1:
Community Management

2. Definition:
Community management is the act of building,
growing and managing online communities by
building a channel where they can have valuable
interactions.
Jeremiah Owyang, Principle,
Altimeter Group , 2007

3. Four Pillars of Community Management
Experience Conversation
Content Collaboration

4. • The experience should support the unique
needs/expectations of your audience:
• Participants
• Influencers
• Alumni
• Be aware that other audiences may lurk
• Media
• Business
• Competitors
Pillar 1: Experience

5. • Summer Company Social Experience should be:
– Informative
– Supportive
– Encouraging
• Content Strategy
– Program Information
– Process
– Success Stories
– Other subjects to support Participant objectives
Pillar 1: Experience

6. • The Experience design follows the stages of
the program
• Messages tailored:
– Phase
– Audience
– Decision point
• Experience design for post-
onboarding
Pillar 1: Experience
Awareness
Acquisition
Onboarding

7. • Conversations are key
– Topics
– Sentiment
– Questions
• Start by listening
• What you will learn:
– What content works
– What information is missing/not easily findable
– What parts of your story can be improved
Pillar 2: Conversation

8. • Every opportunity to have a conversation
should be evaluated:
– Who is engaging? (Audience)
– What is their motivation? (Emotion)
– What is the expected resolution? (Objective)
– How do we achieve this and maintain our brand?
(Experience)
• Conversations drive engagement
– Demonstrates your commitment to the audience
– Creates value = reason to return
– Drives advocacy
Pillar 2: Conversation

9. Pillar 3: Content
• Content is the crux of the conversation
• Good content creates interest

10. Pillar 4: Collaboration
• Social media feeds a need to interact and have a say
• Behavioural shift that impacts business:
– Quick response
– Always available
– Self-serve tools
• Audience empowerment
• Advocacy
• Permanent change

11. Pillar 4: Collaboration
• Organizations are shifting to collaborative social
programs:
– Product development
– Customer service
– Marketing

12. Questions?