Community management from the Trenches

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What I've learnt after a year of doing community management and social media at Gumtree.com

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  • 1000’s of hours of dev timeTripled employeesOne of the most advanced uk search locationsNew search engineUI designers from brightonTop thinkers from the States
  • Don’t be scared of negative comments.In fact, if you have engaged users, negative comments get turned into even more powerful messaging for youEngaged members will pick negative statements apartAnd a skilled community manager will turn the comment positive without offending the user
  • Don’t be scared of negative comments.In fact, if you have engaged users, negative comments get turned into even more powerful messaging for youEngaged members will pick negative statements apartAnd a skilled community manager will turn the comment positive without offending the user
  • Might sound picky but I think this term carries more weight and respectAnytime you outreach with social media tools, you are engaging with your community, so you better know a thing or two about community management
  • PR = slick copy, dealing with Journos, broadcast press releasesSM = conversation, dealing with bloggers, one on one relationshipsThe SM universe is more adverse to spam than anyone elseWork on the same projects/clients but goals/KPIs/reporting lines should be completely separate.
  • Online communities are not defined by geography, they are defined by interest, worth a thoughtThe community is just there, whether you provide the platform or notI watched as Winkworth got torn to shreds on Twitter without a response
  • People live offline, this is where they feel the deepest engagementThis is where you find and develop your top fans
  • Sure Facebook is free but running the campaigns is an expensive affair
  • Good community management uses a mixture of engagement activity reach activity to engage new members into the community
  • People share good content, it’s the core action of engagement and reach in social media
  • Give away and iPad, the buzz is ridiculous right now
  • The first 6 months of a community manager at Gumtree provided these results
  • ½ billion soon
  • Proof via closing of datingpeople are generally more positive on Facebook
  • Plus everyone is already on it. These plugins won’t work without a high % penetration which they have
  • Cost is for an acquisition, not a clickAnd is also therefore more valuable than a clickIts worth splitting your paid search data into reach and brand.
  • Community management from the Trenches

    1. 1. Community management.<br />From the trenches<br />Pic:zoey_pep<br />
    2. 2. Heard about the new Gumtree?<br />
    3. 3. And what did our<br />adoring fans say?<br />Pic:nakamurafan<br />
    4. 4. Most love it<br />“Great new Gumtree layout!”<br />“Can i just say, the new Gumtree is hot! :)))))))) Well done... you have an extra fan.”.<br />
    5. 5. Some, not so much<br />“Why the f*$% so much white? I have a 22” monitor?”<br />“I’m pretty shocked by how terrible it is”.<br />“crap”<br />
    6. 6. Don’t be scared!<br />Pic: Piddy77<br />
    7. 7. So what else have I learnt in my first year at Gumtree?<br />Pic:merfam<br />
    8. 8. The Role:<br />The job: Community manager<br />The tools: social media<br />
    9. 9. Where does social media belong?<br />Marketing<br />Online marketing<br />Brand & comms<br />PPC<br />SEO<br />Partnerships<br />Social Media<br />PR, brand, advertising etc<br />Customer service<br />IT / Tech<br />PR<br />
    10. 10. You’re either PR or you’re social media<br />Spam is least tolerated in PR spaces<br />
    11. 11. Not for juniors!<br />
    12. 12. Online communities organise themselves around a common interest<br />- your brand<br />
    13. 13. Take it offline to increase engagement online<br />Pic:Renette Stowe<br />
    14. 14. Its not cheap!<br />Pic: Joe Marinaro<br />
    15. 15. This is business, reach is important<br />Bottom up<br />Visits<br />Top down<br />return visit<br />Members <br />
    16. 16. And to do this you need good content<br />Gumtastic<br />Gumtree Facebook page<br />7500 Gumtree fans newsfeed<br />Viewed by an average of 150 friends / fan<br />16<br />
    17. 17. Or bribery<br />
    18. 18. An engaged community will bring you traffic<br />Twitter<br />Facebook<br />570 %<br />1082 %<br />Blogs<br />Forums<br />87 %<br />63 %<br />18<br />
    19. 19. Facebook = the future<br />Pic:ltwp<br />
    20. 20. Quite simply, everyone is on it.<br />Pic: tallkev<br />
    21. 21. People value their social graph reputation<br />Pic: milenamihaylova<br />
    22. 22. Pic: TANAKA Juuyoh<br />Facebook is spreading<br />everywhere<br />
    23. 23. A Facebook fan is like an email subscription<br />Have brand spend in your search marketing budget<br />
    24. 24. But don’t forget about forums!<br />140k members<br />3.2m posts<br />Great for FAQ<br />Community ranking<br />Deep engagement<br />SEO<br />
    25. 25. Thank you<br />Jon Bishop<br />@jonin60seconds<br />jonmichaelbishop@gmail.com<br />Jonin60seconds.com<br />

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