Presentation given on 9/6/2011 for the Social Media & Community Summit in Hamburg

1. Strategic importance of Community Management June 9th 2011 Kirsten Wagenaar

2. Strategic Community Management starts at the beginning

3. No community canbesuccesful without setting the right objectives

4. Repeatcustomers

5. Costreduction

6. Customer service

7. Feedback & Co-creation

8. Recruiting

10. How does the community fit into the general business strategy?

11. Who are potential members. Where are they?

12. Is the organisationinvolvedenough?

13. When is the community consideredsuccesful?

14. Whatwillbemeasured?

15. Which topics couldbe relevant andinteresting?

16. What is expectedfrom the members?

17. Is there a moderating strategy?

19. Whyjoinyour community? Fun Keep in touch New contacts Feeling of belonging Business objectives Selfexpression Social status Altruïsm

20. It’s allabout sense of communityPeople, relations, belongingand trust

21. Niche communtiesDaretochoose!

22. The socialecosystemResearch & understanding

23. First members

24. Atmosphere

25. Another community?One of the many pubs on the street

26. It only takes justone person

27. Moderation is likebeinga concierge, traffic cop, gardener, cheerleader, host, spam warrior, mediavore andempathat the same time

28. Guidelinesandrules

29. Activation

30. How toactivate Relevant content On the landingspage Personal requests E-Mail or DM Connect Reward / Ranking Mutual interests & goals (cooperation) Entertain polls, actions, games Crosspostingthroughoutposts Twitter Offline events Notifications News letters Partnerships

31. Participation

32. Rewardgoodbehaviour Make rules, useand project them

33. Crisis situations

34. Trolls, criticasters, negativityandspamming

35. Don’t feed the trolls!

36. 24 hourworkload ?

37. Empathy

38. Trust the community

39. A succesful community makes a betterorganisation

40. Measure!

41. Whatyoumeasuredepends on yourobjectives

43. Products (through the community)

44. Through otherchannels(events, community gadgets)

46. Staff (Customer Service)

47. Recruitment

49. Blog subscription

50. Contact form submission

51. Content creation

52. Content download

53. Number active community members

54. Contest entry

56. Organised Pioneer Strongcommunicator Facilitator Empathy Patience Connector Diplomat Knowledge of the organisationandbusiness objectives Initiative

58. Intrnalandexternal advocate for the community

59. Responsabletowards stakeholders

60. Monitoring, analysingand report user statistics

61. Monitoring, analysingand report qualitativeandquantitative business objects andsuccesses

62. Gather feedback & suggestions

65. Motivatingandstimulating of members

66. Continuity of the community andretention of members

67. Developcreative concepts

68. Identifyingambassadors, maintainrelationships, building of network

69. Determinegeneralguidelinesandrules (what is allowed/whatnot) for the community

70. Set up procedures and scenario’s for CMS (howtoreact in varioussituations)

72. Thank you! www.linkedin.com/kirstenwagenaar www.twitter.com/kirstenwagenaar