The Role of the Community Manager: Turning Content into Conversations
THE ROLE OF THE COMMUNITYMANAGER: TURNING CONTENTINTO CONVERSATIONSMarisa PeacockMaking Facebook Pay DividendsWesttown SchoolMay 11, 2011
WHAT IS A COMMUNITY MANAGER? Brand ambassador – you cheerlead, you sing the school song, you champion the school’s values, traditions and successes Brand Monitor – you measure the pulse of the community, what are they saying, what are their needs, wants, likes, dislikes Brand Communicator – you are a primary source of information about your school, activities, convey important and relevant information to the community
WHERE IS YOUR COMMUNITY? Online website online portal social media email marketing Mobile website social media email & text message Print brochures magazines newsletters
WHERE IS YOUR COMMUNITY? Online 1. Find where your primary website target audience lives. online portal 2. Use other p social media ublishing channels to pro mote your email marketing community spa ce. Mobile website social media email & text message Print brochures magazines newsletters
ASK WHY FIRST Why do you care about your community? Why do you want to manage your community? Why is community engagement necessary? Why is Facebook the best tool? Why are you sharing? What are THEY sharing? 5
WHAT DOES YOUR COMMUNITY WANT? a space to share information, stories, photos, video a supportive place to connect with others a venue to ask questions, share concerns a place to learn about school issues, events, activities
WHAT DO YOU WANT FROM YOUR COMMUNITY? a loyal following an audience with whom to share information, events, activities an audience from whom to solicit ideas, comments, testimonials an audience to market to
PUSH & PULL CONTENT Generate content you can use (again, and again) Don’t let your community content become static – be dynamic! Let your community content be the voice of your brand, school Push good content out: news you can use! Pull good content in: ask meaningful, useful questions
PROMOTE YOUR FACEBOOK PAGE Make it easy for followers to find your page Share teasers via Twitter, emails, website that entice users to “like” your Facebook page Include Facebook in your signature, business cards, voicemail messages Write about it – blog or magazine Provide incentives for joining Facebook page
CULTIVATE FACEBOOK CONVERSATIONSGood use ofengagement: quick,informative, helpful
CCULTIVATE FACEBOOK CONVERSATIONS Timing is everything! Don’t get behind!
CULTIVATE FACEBOOK CONVERSATIONS Invite others to share their stories – what is the value to the community?
FACEBOOK COMMUNITY MANAGER BASICS Be consistent: if you post events, always post events there (don’t get lazy) Always monitor (sign up for text alerts when people comment on your site) Always reply (don’t ignore inquiries, questions, comments, suggestions) Provide incentives – add value to the experience (what will they get here that they won’t get anywhere else?)
FACEBOOK ENGAGEMENT Create a Facebook page for your alumni magazine – great way to solicit story ideas, questions, letters Measure fans & engagement – lots of fans doesn’t make you engaging; set your own benchmarks 20% of your fans will engage 80% of the time – cultivate them, make them feel valued, welcomed 33% of Facebook posting is mobile opportunities to engage beyond typical work-day.
FACEBOOK INSPIRATION ESPN www.facebook.com/ESPN Big Bird www.facebook.com/BigBird Cleveland Indians www.facebook.com/Indians American Idol www.facebook.com/AmericanIdol April 27 Tornadoes www.facebook.com/April27Tornadoes Video Portraits from a Storm