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Etiquette and Branding in Your Community

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Communities are a powerful resource, but what happens when they get out of control? Erica will walk you through how to set up proper guidelines, how to level up your conflict resolution, and how to maintain your brand visibility and cohesion. She’ll share disasters, uplifting moments, and the tactics that go into creating and maintaining an engaged branded community.

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Etiquette and Branding in Your Community

  1. 1. Putting Your Best Self Forward: Etiquette and Branding in Your Community Erica McGillivray Senior Community Manager at Moz
  2. 2. Myth: The fewer rules, the better @emcgillivray
  3. 3. No rules = branding disasters
  4. 4. Reddit’s community freaked out when they started banning topics/people @emcgillivray
  5. 5. “Sad Puppies” and their anti- diversity voting bloc
  6. 6. Don’t shut down your community @emcgillivray
  7. 7. Community manager soul searching @emcgillivray
  8. 8. Acknowledge we’re not perfect
  9. 9. Take stock of our rank and power @emcgillivray •  Social •  Psychological •  Spiritual •  Organizational
  10. 10. Social (common societal privileges) 1 @emcgillivray
  11. 11. Social •  White •  American •  Thin •  Average height •  Youngish adult (32) •  Bachelor’s degree •  Middle class •  Work in tech 1
  12. 12. psychological (self-esteem, being comfortable with yourself) 2 @emcgillivray
  13. 13. psychological •  Self-confident •  Self-driven •  Frequent traveler •  Public speaking •  Decisive •  Speak up in meetings •  Okay with conflict 2
  14. 14. Spiritual (connect yourself to something bigger) 3 @emcgillivray
  15. 15. Spiritual •  A purpose in life •  Event organizer •  Community manager •  Writing and books •  Hosting parties •  Family and friends who love me 3
  16. 16. Organizational (in your community or at your work) 4 @emcgillivray
  17. 17. Organizational •  Tenure (4+ years) •  Full-time employee •  Control a budget •  10 years experience •  Reputation for getting stuff done •  Know people 4
  18. 18. Privilege and implicit bias tests bit.ly/bias-test @emcgillivray
  19. 19. Educate yourself, don’t force others to
  20. 20. Messed up? Apologize
  21. 21. rules, Moderation, inclusion, feelings, and Diversity? @emcgillivray
  22. 22. “I really hate the word 'diversity,' it suggests something…other. As if it is something…special. Or rare. As if there is something unusual about telling stories involving women and people of color and LGBTQ characters on TV. I have a different word: NORMALIZING. I’m normalizing TV.” – Shonda Rhimes
  23. 23. Surprise! Your community may be diverse already @emcgillivray
  24. 24. Big Moz fans! @emcgillivray
  25. 25. Building Codes of Conduct and policies @emcgillivray
  26. 26. Your community is your living room @emcgillivray
  27. 27. Use Geek Feminism’s template
  28. 28. Brand the language
  29. 29. Brand-specific needs @emcgillivray
  30. 30. Don’t neglect the details @emcgillivray
  31. 31. Definition Microaggression: a subtle, but offensive, comment or action directed at a minority or other non-dominant group that is often unintentional or unconsciously reinforces a stereotype
  32. 32. Save yourself a headache @emcgillivray
  33. 33. What the author wrote What the reader thinks @emcgillivray
  34. 34. Knows they’re wrong, does it anyway 1 @emcgillivray
  35. 35. Unknown wrong 2 @emcgillivray
  36. 36. Sometimes just @#$%^& 3 @emcgillivray
  37. 37. Sometimes just @#$%^& 3 @emcgillivray
  38. 38. Internal trainings @emcgillivray
  39. 39. Teams must consistently enforce and understand policies @emcgillivray
  40. 40. Our customer service team’s live chats @emcgillivray
  41. 41. Our graphic design team @emcgillivray
  42. 42. Code of conduct fallacies @emcgillivray
  43. 43. You must enforce it! @emcgillivray
  44. 44. When you tell people they’ve been bad: So sorry! Silence I hate you too! @emcgillivray
  45. 45. People (don’t) talk about problems
  46. 46. The Pay-off? @emcgillivray
  47. 47. Happy and growing communities
  48. 48. Got questions? @emcgillivray erica@moz.com
  49. 49. Resources #11 - http://www.huffingtonpost.com/2015/03/16/shonda-rhimes-diversity-normalize- television_n_6878842.html #4 - http://gawker.com/5950981/unmasking-reddits-violentacrez-the-biggest-troll-on-the-web #5 - http://www.npr.org/2015/08/26/434644645/how-the-sad-puppies-won-by-losing #6 - http://www.popsci.com/science/article/2013-09/why-were-shutting-our-comments #18 - http://www.buzzfeed.com/regajha/how-privileged-are-you#.xlBWaRLx8 and https://implicit.harvard.edu/implicit/takeatest.html #20 - https://medium.com/mozzer-expressions/i-was-racist-in-front-of-1300-people-2d622ad27ce8#.mlo2o78lr #27 - http://geekfeminism.wikia.com/wiki/Conference_anti-harassment/Policy_resources #28-29 - https://moz.com/mozcon/code-of-conduct #31 - http://academicaffairs.ucsc.edu/events/documents/Microaggressions_Examples_Arial_2014_11_12.pdf #33 - http://blogs.scientificamerican.com/psysociety/e2809cbut-i-didne28099t-mean-ite2809d-why-ite28099s- so-hard-to-prioritize-impacts-over-intents/ #34 - http://www.telegraph.co.uk/news/uknews/theroyalfamily/7423530/Duke-of-Edinburgh-asks-female-sea- cadet-if-she-works-at-a-strip-club.html #39 - https://www.youtube.com/watch?v=GkR6xjpzJck @emcgillivray

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