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Faktoren für erfolgreiches Community Management

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Tipps und Tricks für Community Managers mit Fokus auf Facebook Pages

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  • schöne Übersicht! Danke
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Faktoren für erfolgreiches Community Management

  1. 1. Faktoren für erfolgreiches Community ManagementSwiss Internet Marketing Day Fribourg 201219.01.2012 / Remo Schläpfer
  2. 2. © 2012 Goldbach Interactive 2
  3. 3. Faustregeln
  4. 4. Welche Inhalte wirken? – Auf FacebookDOs DON„Ts/ Bilder, Videos / Pressetexte/ Alte, kultige TV- oder Kinospots, / Offizielle Verlautbarungen Werbeplakate, Produkte / Buchstabenwüsten/ Infografiken / Nur über sich und seine Produkte/ Facts & figures reden/ Praxisnahe Infos/ Fragen, Interesse, „zuhören“/ Portraits von Menschen im Hintergrund/ Verlosungen, Rabatte und Abstimmungen © 2012 Goldbach Interactive 4
  5. 5. Wann publizieren?
  6. 6. Spitzenzeiten / Häppchenweise Informationen / Kurze Beiträge (<80 Zeichen) / Ausserhalb der Bürozeiten / Beste Tage: Donnerstag & Freitag  Zahlen sind nur als Richtwerte zu verstehen und sind branchenabhängig Quelle: Buddy Media Data Report 2011 © 2012, Goldbach Interactive 6
  7. 7. Dialog ist Trumpf
  8. 8. Kommunizieren, kommunizieren,kommunizieren / Auf Fragen der User antworten / Anliegen ernst nehmen © 2012 Goldbach Interactive 8
  9. 9. Negativer Beitrag ≠ Negative Wirkung
  10. 10. Regulierung durch Community / Ruhig reagieren, abwarten / Fakten richtigstellen © 2012 Goldbach Interactive 10
  11. 11. Zuhören / Bedürfnisse der Community abholen - Offene Fragen - Facebook Questions / Feedbacks umsetzen Hoher Viralitäts- faktor © 2012 Goldbach Interactive 11
  12. 12. Targeting / Bei mehrsprachigen Communities unbedingt Inhalte targeten / Nicht zwei Sprachen in einem Beitrag publizieren / Nicht zwei separate Beiträge an alle User  Targeting ist auch nach Land möglich! © 2012 Goldbach Interactive 12
  13. 13. Reaktionsschema
  14. 14. Reaktionsprozess © 2012 Goldbach Interactive 14
  15. 15. >> Community Regeln
  16. 16. Netiquette / Regelt den Umgang der Community-Mitglieder / Setzt klare Schranken / Legimitiert die Löschung von unangebrachten Beiträgen © 2012 Goldbach Interactive 16
  17. 17. Crisis-Tab
  18. 18. Kritik auf Tab lenken / Kritik auf der Pinnwand ist permanent sichtbar / Kritik auf der Pinnwand wird in Suchmaschinen gelistet / Ein Tab kann nach der Krise gelöscht werden - die Einträge auf der Pinnwand nicht  Lenken sie Kritik in Krisensituationen weg von der Pinnwand! © 2012 Goldbach Interactive 18
  19. 19. >> Erfolg von Beiträgen messen
  20. 20. Learning by Doing / Erfolg einzelner Beiträge messen Text + Video / “Trial and Error”-Prinzip / Anpassung des Redaktionsplans Text + Link Text © 2012 Goldbach Interactive 20
  21. 21. Merci!GOLDBACH INTERACTIVE (SWITZERLAND) AG Remo SchläpferMattenstrasse 90 Senior Consultant Social Media2503 Biel/Bienne T +41 32 366 01 00 remo.schlaepfer@goldbachinteractive.chwww.goldbachinteractive.ch twitter.com/remoschlaepfer xing.com/remo_schlaepfer FACTSHEET & PRÄSENTATION GIBT„S AN UNSEREM STAND

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