WK 06. COMMUNITY MANAGEMENT + MIDTERM

WK 06. COMMUNITY MANAGEMENT
EMERGING + SOCIAL MEDIA, #ADPR4300
MARQUETTE UNIVERSITY

#PRSMS
Community Management
Break For 🍕🍕🍕
Meet the Midterm
Midterm + Social Listening Workshop
TODAY’S AGENDA
OCTOBER 7, 2015
01
02
03
04
05
2Emerging + Social Media: ENGAGING COMMUNITIES

#ADPR4300 LEADERBOARD
WHO IS #WINNING ON TWITTER

COMMUNITY MANAGEMENT
THE ROLE OF THE FIRST RESPONDERS

MONITORING, LISTENING, INTELLIGENCE
1. Monitor social
channels for trends,
insights.
2. Respond to
consumer comments.
3. Amplify current
positive activity, tone.
4. Lead changes in
sentiment or behavior.
Consider
Brand Monitoring
Crisis Management
Referrals and
Recommendations
Brand Content
Awareness
Evaluate Product / Programs
Buy Targeted Deals, Offers
Experience
Customer Service
Fostering Communities
Customer InputAdvocate
Brand Advocacy
Bond

FIRST RESPONDERS

WHAT IT’S LIKE TO BE A CANARY

COMMUNITY MANAGER ROLES

FROM BIG DATA TO SMART DATA

ROLES & RESPONSIBILITIES
Build Relationships
Build and nurture relationships with
community through engagement
strategies.
Be an Advocate
Serve as an internal advocate to
customers.
Customer Service
Expedite customer service requests
and follow up to close the loop.
Own Voice
Maintain your brand’s voice while
being personable and accessible.
Moderate Conversations
Enforce guidelines and governance of
communities in public and private
platforms.
♥
Deliver Insights
Share insights about customer trends
and report on community successes.

THE PERFECT CANDIDATE
THE PERFECT
COMMUNITY
MANAGER
Skills
• Communication
• Relationship building
• Conflict resolution
• Project management
• Technical
• Understanding of
human behavior +
motivations
• Alignment with brand
voice + culture
Attributes
• Entusiasm
• Attention to detail
• Self-awareness
• Adaptability
• Good judgement
• People person
• Resourcefulness
• Eager to learn
• Ability to think quickly
and solve problems

MCDONALDS: WE HEAR YOU

WHY GOOD JUDGEMENT IS IMPORTANT

WHY ATTENTION TO DETAIL IS IMPORTANT

WHY ADAPTABILITY AND OWNERSHIP IS IMPORTANT

PROJECT MANAGEMENT: BASECAMP

COMMUNITY MANAGEMENT PLATFORMS
Tweet Deck
Sprout Social

COMMUNITY MANAGEMENT PLATFORMS
Percolate
Hootsuite

FAQ DOCUMENT

RESPONSE PROCESS
APPROPRIATE INACCURATE
NEGATIVE 
(LOW RISK)
NEGATIVE 
(HIGH RISK)
PROMOTIONAL
DEFINITION
Post is positive,
negative, or neutral
and may include a
legitimate question or
comment pertaining
to the brand
Post contains
inaccurate information
about the brand
Post contains negative
or inflammatory
statements regarding
the brand
Post contains negative
comments about
community members
or blatantly attacks
the brand
Post is lengthy,
promotes an unrelated
topic, links to an
inappropriate page,
does not benefit fans,
or appears to be spam
INITIAL ACTION
Let post stand as is,
provide additional
information, express
appreciation, or
address concern per
client approval
Thank user for
comment. Clarify
incorrect information
with a positive tone
per client approval (if
necessary)
Respond to comment
with clarification or
acknowledgement per
client approval (if
needed)
Document and delete
comment
Any comment that fits
the above criteria will
be mark as spam (if
qualifies) and deleted
from the page without
notice or response.
FINAL ACTION
Continue to engage
and follow user;
document product
feedback
Continue to engage
and follow user
If repeat comments
occur, contact user via
private message and
direct them to client
for more information.
7S will continue to
monitor user.
Consult client to
assess risk and further
action. Cease
engagement with user
and block from page.
None

ESCALATION PROCESS

TRUTH: COMMUNITY MANAGEMENT IS ALMOST AS SCARY AS JUMPING OUT OF A PLANE.

BREAK FOR 🍕 🍕 🍕 🍕
TWEET ABOUT IT. MENTION @ZAPPOS & #ADPR4300

MEET THE MIDTERM
DUE: OCTOBER 24 @ MIDNIGHT

MEET THE MIDTERM
THE ASSIGNMENT
YOUR CHALLENGE:
CREATE AN INFOGRAPHIC

MEET THE MIDTERM
THE ASSIGNMENT
THIS CHALLENGE IS DESIGNED TO HELP YOU BE:
RESOURCEFUL
THRIFTY
CURIOUS
ENTREPRENEUREAL
DATA-DRIVEN
STORY TELLERS

MEET THE MIDTERM
THE ASSIGNMENT

MEET THE MIDTERM
INSTRUCTIONS
In a team of 3 students, you will create an
infographic that is intended to inform people
about a particular subject or set of information,
and potentially to take an action.
As a team you will need to evaluate what parts
of the data, topic, or idea are the most
important to share or demonstrate to your
audience.
You will then need to decide on how to best
represent that information.

MEET THE MIDTERM
YOUR GOAL
YOUR GOAL:
Inform your viewer, so they can
quickly learn from and absorb the
information that you are trying to
convey through the infographic.

MEET THE MIDTERM
HOW TO MAKE A GREAT INFOGRAPHIC
An infographic is a graphical representation of information, data or knowledge
and intended to present that complex information in a quick, concise and clear
manner.
In designing your infographic, think about the following aspects:
1.Flow
2.Data
3.Sources
4.Words

MEET THE MIDTERM
THE FLOW
What you are creating goes beyond
a chart, there should be thought
behind the way your data is
presented so that it tells a story to
those that view it.
Background
Intro
Arguments
Conclusion

MEET THE MIDTERM
THE DATA
Your data should be accurate and
verifiable, and you should provide a
quality analysis of the information.
It also means that you shouldn’t
draw conclusions that are not
supported by the data.

MEET THE MIDTERM
THE SOURCES
Always include proper sourcing and attribution as this will
acknowledge the original author or source as well as
reinforce the legitimacy of your own work.
Cite your sources as an included list at the bottom of your
infographic. The presentation is up to you, but consider the
medium you are creating in.

MEET THE MIDTERM
THE WORDS
Infographics are more than a
chart or pretty picture. They are a
mix of writing and graphic
design. You are telling a visual
story with supporting elements
like well placed text.

MEET THE MIDTERM
YOUR TOPICS
It is recommend that you chose a topic that is related to social media or
digital channels.
You do have the option of adapting the assignment to a specific client or
organization if you would like.
Topic selection is due Sunday, October 11 at noon.
Topics should be sent via email to Dennis & Abi. Your email should include
your infographic topic and a brief description of your objective.

MEET THE MIDTERM
TOPIC IDEAS
• Why Zappos culture breeds success
• The evolution of shoes
• The ripple effect of customer service that wows
• The Christmas gifts on everyone’s list
• Color forecast for Spring 2016
• How free shipping impacts a customer’s decision making process
• Holiday shopping habits
• Black Friday vs. Cyber Monday
• Timeline of Zappos launching on different social channels

MEET THE MIDTERM
TOOLS & RESOURCES
Whether your infographic is about shoes or Zappos social media efforts, all
infographics must be based on verifiable data and grounded in research.
There are a variety of data sets freely available online, We suggest looking at
the following sites for potential sources:
• http://www.pewinternet.org/
• http://research.google.com/
• https://www.census.gov/
• http://enigma.io/

MEET THE MIDTERM
CREATIVE DESIGN
There are a variety of platforms that are free and easy to use that will allow
you to complete the assignment. We recommend you start with http://
piktochart.com.
If you would prefer you can also use a program like Adobe Photoshop,
Illustrator or InDesign to create your info graphic. Additional platforms to
consider:
• http://infogr.am/
• http://canva.com
• http://visual.ly/
• http://www.easel.ly/
• https://infoactive.co/
• https://venngage.com/

MEET THE MIDTERM
CREATIVE DESIGN
The popularity of data visualization has lead to the arrival of a number of
other data visualization tools, some proprietary and some open source, that
you can explore.
Here’s a sampling.
• Tableau Public can turn data into visualizations with a simple drag and drop. You can customize labels,
tool tips, interactive filters and legend displays. There’s no programming language to learn, no Flash, no
plug-ins, and no API. Instead, you create interactive data visualizations in minutes and embed on your
website or blog.
• Many Eyes is a tool that lets you use your own data for data visualization. Simply upload your own data
and get well-designed visualizations. Google Public Data lets you turn public data into a simple
visualization. And with the Stat Silk tool you can access world data and customize the way the data is
presented visually.

MEET THE MIDTERM
RECOMMENDED ELEMENTS
• 1-2 pages in length.
• Titles and subtitles for the sections of your
content.
• Consistent design, use of fonts and colors.
• Appropriate font size and style for reading
online.
• Background color.
• Bright and visually appealing colors.
• Graphics or images
• Charts, graphs or tables.
• Arrows, lines or boxes.

MEET THE MIDTERM
YOUR TOPICS
• Do not plagiarize previously created infographics.
• It is incredibly important to cite your sources and avoid the use of
copyrighted materials.
• Specifically avoiding usage of graphics or images.

MEET THE MIDTERM
INSPIRATION
If you are in need of inspiration I would start
with the list below or a search on Pinterest or
industry related sites like Mashable.
• http://blog.hubspot.com/marketing/best-infographics-2014
• http://www.creativebloq.com/graphic-design-tips/information-graphics-1232836
• http://www.informationisbeautifulawards.com/
• http://www.good.is/infographics
• http://www.pinterest.com/dara1/infographics/
• http://dailyinfographic.com/
• http://www.dreamgrow.com/how-to-create-your-social-media-strategy-infographic/
• http://www.dreamgrow.com/the-roi-of-social-media-infographic/
• http://www.fastcodesign.com/3023118/infographic-of-the-day/the-21-best-infographics-
of-2013
• http://piktochart.com/top-10-best-infographics-of-2013/
• http://blog.visual.ly/20-great-infographics-of-2013/

MEET THE MIDTERM
WHAT THE ASSIGNMENT INCLUDES
Team Assignment Individual Assignment
1 Infographic
1 Blog Post / Student
Publish your infographic with a summary explaining your choice of topic and
the data set.
1 Short Summary
Introduce your selected topic and what you learned from the project.

MEET THE MIDTERM
SUBMITTING THE ASSIGNMENT
DUE: Midnight on Sunday, October 25, 2015 @ midnight
Submit via email to Dennis & Abi with the subject line “Fall 2015 Midterm
Assignment”
Must include the following key pieces of information:
• 1 final infographic as a JPG, PNG or PDF. (We’re open to other formats, but please confirm with us first.)
• 1 short summary of your selected topic and what you learned from the project.
• 3 links to individual student project summary blog posts.

MEET THE MIDTERM
GRADING CRITERIA
The midterm assignment is worth a total of 60 points and will be graded based on
the following criteria:
• Content: 15 points Your infographic should cover your topic in-depth with appropriate details demonstrating your
knowledge and understanding of the subject without factual errors.
• Graphics: 15 points All graphics should be related to the topic, making it easier to absorb and understand.
• Aesthetics: 10 points The visual and written elements of your infographic are clear, concise and pleasing to the eye.
You should make excellent use of fonts, colors and other graphical effects to enhance the presentation.
• Mechanics: 5 points There should be no misspellings or grammatical errors in the assignment and includes citations
for all of your sources.
• Summary of Learnings : 5 points Include a short summary of what you learned from completing the assignment.
• Summary of Project - Blog Post: 10 points Submit as an individual student, not as a team. Publish your infographic
to your personal blog. Share a summary that explains your choice of topic and data set for the assignment.

MEET THE MIDTERM
LOVE FROM ZAPPOS
A team at Zappos will review all the
infographics and select their favorite
which will be:
• Published on the Zappos Facebook
page
• Sponsored with a $3K advertising
budget

MEET THE MIDTERM
MEET THE TEAMS
Team
1 Emily Gorz Art Jones Kayley Edgin
2 Bridget Cirone Kyle Kania Elise Timmerman
3 Abby Cole Brady Wahl Lauren Tranchita
4 Paul Dilorenzo Caroline Heckler Janise Tucker
5 Emmet Rogers Claire McDonald Dena Vang
6 Sarah Gentil Christian Naber Colleen Lee
7 Maddy Casciaro Chezney Peel Trey Wesley
8 Markesha Harris Mike Perotti Kelly Watts
9 Tim Leibforth Curti Robinson Stephanie Zimmer

MEET THE MIDTERM
IMPORTANT DATES
Date What Details
WED, 10/6
Midterm Announced
In-Class Topic Brainstorm
SAT, 10/10 Midterm Coffee Workshop @ 1 p.m. Stone Creek - 422 N. 5th St.
SUN, 10/11 Topics Due @ Noon Email to Dennis & Abi
WED, 10/14
In-Class Midterm Workshop
Skype Session w/ Josh from Zappos
Progress Check-In
SAT, 10/17 Midterm Coffee Workshop @ 1 p.m. Stone Creek - 422 N. 5th St.
SUN, 10/17 Outline Due @ Noon Email to Dennis & Abi
WED, 10/21
In-Class Midterm Workshop
Progress Check-In
SUN, 10/25
Final Infographic Due Email to Dennis & Abi
Infographic Blog Posts Published
WED, 11/4 Feedback from Zappos Team

MEET THE MIDTERM
IT CAN BE DONE

SOCIAL LISTENING WORKSHOP
BLOG DUE: SATURDAY, OCTOBER 10 @ MIDNIGHT

Class Assignment
SEPTEMBER 30, 2015 // DUE: SUNDAY, OCTOBER 11 @ NOON
ASSIGNMENT: Monitor a Brand and Develop a Report
• Monitoring:
• Choose a brand to monitor.
• Select and refine a list of keywords. Consider the brand, products, people, and and crisis.
• Monitor the conversation (at least 7 days worth, up to 30 days).
• Leverage tools identified in today’s class to monitor conversations.
• Recommend leveraging a free trial of mention.com.
• Your goal is to find 10-15 useful or insightful pieces of information that the brand would benefit
from. The pieces of information should be from people / consumers and not published by the
brand, or official media outlet. (i.e. It can’t be published by an employee, or an opinion piece from
a published author or journalist).
• Data Collection
• Create an Excel or Word document that tracks the source (person and channel), date, time,
credibility, and / or comments for each of your 10-15 pieces of information.
• Report
• Created a formatted report as a Word document or PDF that, in an attractive way, presents your
findings and recommendations.
• The report should include your methodology, results and conclusion.

Class Assignment
ASSIGNMENT: Monitor a Brand and Develop a Report
• Methodology:
• The methodology section describes how you conducted your research, what social media sites
and tools did you use, the timeframe you monitored, and the criteria you used to determine the
credibility of the source.
• Results:
• The results of your monitoring will be the core of your report. This section should summarize the
data you collected, show any meaningful metrics, and clearly organize your findings.
• Conclusion:
• The conclusion should provide a summary and interpretation of the results, providing any
meaningful insight or action the brand should / could take.
ASSIGNMENT: Blog Post
• Summarize Your Learnings:
• To complete your assignment, create a blog post that reflects on the assignment and what you
have learned about Social Media Monitoring / Listening/ Intelligence.
• You may, and we encourage you to, include your report in the blog post. That may manifest itself
as screen shots, a link to a PDF, or embedding your report from a site like Slideshare.

Class Assignment
BLOGGING BASICS
• Blogging Basics:
• Include 2 pieces of media in your blog post.
• Share your blog post in a comment on the weekly thread in the Facebook group.
• Share your blog post on Twitter with #ADPR4300.
• When you share your blog post, include a call-to-action / reason to click.
• Comment at least 2x on other students blog posts.
• Approve and respond to comments on your blog post.

WK 06. COMMUNITY MANAGEMENT + MIDTERM

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