Community Management Overview


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A guide to Community Management Programs to engage your customers

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  • US IM category = reported to have grown by 0.2% by Comscore from Sep 06 to Sep ’07.
    IM substitutes grow: SMS, SNs, and new apps like Twitter grow. Friends list and status moved to FB… MySpaceIM emerges.
    MySpaceIM = 4.3MM UUs in US according to Sep Comscore report.
    Web Msgrs gathers steam: Google moves to web-based. Meebo grows. Yahoo! & AIM launch web msgr.
    Presence moves beyond IM applications: Integration in Mail & SN. Widgets. Soon FB, Outlook & next OS?
    Enterprise IM usage slated to grow*
    Gartner expects enterprise penetration to be close to 100% by 2010 (??)
    In a network effect business (your go where your friends are), the strongest force is the central one, i.e. intensity of competition WHEN the market establishes itself. Then, you pretty much see an incumbent largely dominating a market (US, with 3 major players is a rare exception)…
    Until you see the substitutes operate. SMS and Social Networks can make the balance swing. In some markets we’ve seen IM players gain share significantly by leveraging Web-to-SMS.
    Today, we see the rise of Social Networks as a big threat to established players:
    Easy to find friends and grow your friends network
    Great offline experience. Works well when your friends are offline
    Increased ways to share photos, videos, mood and more asynchronously (after all, don’t YOU want to decide when you procrastinate?)
    And with SMS used by all, who really needs IM anyway?
  • Community Management Overview

    1. 1. Community Management Overview Matt Warburton
    2. 2. The Role of Community Management Engagement • Member engagement – Welcome new users – Badging, Levels, etc – Power User Programs – Online and offline events to build loyalty, retention and Word-of-Mouth • Develop guidelines and enforcement policies • Moderation Community Insights/Advocacy • Utilize Community feedback to drive product strategy and development – Roundtable advisory panels, suggestion boards, etc • Represent the voice of the user and report community insights to the broader team Communication • Communicate key messages via the product blogs – News, education, system issues • Utilize new social media tools to communicate with customers – Twitter, Facebook, etc 2
    3. 3. Community Management - Themes and Top Priorities Listening to the Community Use Roundtable Program and Advisory Panels to understand the needs of users and influence product and marketing decisions Utilize suggestion boards and user groups to identify & communicate the top issues to the product teams Tapping into passions Create communities for users to learn from each other, access resources, and interact with Yahoo! staff Feeling the love Show users that we care about them: reach out to influencers Organize Power User groups to recognize power users, provide access to staff, educate, and build loyalty Get the word out Communicate news and information externally via Blogs and internally via the Community Gazette newsletter. 3
    4. 4. Discussion Forums & User Groups Objectives • • • • Build Loyalty/Retention Provide user-to-user Support - Decrease CS Costs Nurture the Sales Process Drive SEO with UGC Measurement • • • • UU’s, PVs, Visits, Posts Questions Answered Leads, Sales, Renewals, Up-Sell, Cross-Sell Customer Surveys (Satisfaction, Sales Drivers,etc) 4
    5. 5. User Advisory Panels Objectives • Enable real-time, qualitative user feedback on a variety of topics including product development and marketing. Components • • • In-Person Meeting Private Group/Discussion Board Monthly Phone Calls User Advisory Council Best Practices • • • • • 10-15 Users (in-person meeting) 12 month term All sign NDA Communicate insights throughout organization Close the loop with participants Measurement • # ideas/suggestions generated • # ideas/suggestions implemented 5
    6. 6. Other Community Feedback Methods Suggestion Boards & Public Voting Objectives • Collect ranked feedback through public voting systems Benefits • Transparency • Provides ranked suggestions • Users feel empowered • Feedback from large # of users Closing the loop • As with advisory communities, it is important to report back to the community with updates on how their feedback impacted the business. Measurement • # ideas/suggestions generated • # ideas/suggestions implemented 6
    7. 7. Communication: Product Blogs, Twitter, etc Objectives • Product blogs effectively broadcast news, educate users and gather feedback. • Use Twitter, Facebook, YouTube and other new communication tools Measurement • PV’s & UU’s • Tweet stats - clicks, re-tweets 7
    8. 8. Community Engagement - Offline Events Town Halls, Meetups, Member Organized Events Objectives • Engage and recognize power users. • Communicate news, build loyalty and WOM. Measurement • Attendance • Satisfaction Survey 8
    9. 9. Community Engagement - Online Events Workshops, Webinars, Podcasts & Screencasts Objectives • Engage users with a multimedia communications format. • Communicate news and build loyalty. Measurement • Attendance • PVs of transcript 9
    10. 10. Power User Programs Objectives • Engage and recognize Power Users • Provide additional benefits/permissions to Power Users • Solicit feedback on ways to make products better 10