Closing the Community Gap: CSForum13

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Closing the Community Gap: Leveraging Content Strategy and Community Management
Content Strategy Forum 2013, Helsinki
#csforum13

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Closing the Community Gap: CSForum13

  1. CLOSING THE COMMUNITY GAP Misty Weaver CS Forum Helsinki #cgap #csforum13 @meaningmeasure
  2. COMMUNITY MANAGEMENT IDENTIFY LEVERAGE EMPOWER
  3. ONLINE Social Media Management Content Lifecycle Management
  4. EVENTS Seattle IA Meetup Seattle Content Strategy Meetup InfoCamp
  5. VALUE STATEMENT Community Management is a practice and tool that • Bridges Internal and External Audiences • Gathers Quantitative and Qualitative Data About Users and Audiences • Supports Authority and Credibility of Content #cgap #csforum13
  6. USE IT WHEN • Grow a relationship-driven customer base, nurture brand loyalty • Connect targeted audiences with your relevant content • Change content from broadcasting to problem solving – We/I to You • Differentiate from competitors #cgap #csforum13
  7. IDENTIFY
  8. COMMUNITY
  9. COMMUNITY MANAGEMENT
  10. CAPTIVE AUDIENCE pasukaru76
  11. EXPERIENCE OPTIMIZER
  12. COMMUNITY IS OPEN Credit: Dave Catchpole
  13. MENTAL MODELS Big Boss Upper Management Middle Management Floor Staff Middle Management Floor Staff Middle Management Floor Staff Floor Staff
  14. Credit: Andrew Lipson
  15. COMMUNITY MODELS Public Audience Direct Contact Organization
  16. COMMUNITY HAPPENS Public Audience Direct Contact Organization Community
  17. A CONVERSATION
  18. PASSION CURATION #passioncuration #cgap #csforum13
  19. COMMUNITY MANAGEMENT IS NOT • Sales • Marketing • Customer Service • Social Media Management • SEO • User Experience • Events • Content Strategy
  20. COMMUNITY MANAGEMENT CREATING TRIBES FROM CLIQUES
  21. BUILDS RELATIONSHIPS
  22. MAKES CONNECTIONS
  23. CREATES OPPORTUNITIES
  24. Sales Customer Service Marketing Social Media Management SEO User Experience Event Planning Content Strategy Product Development Service Design SUPPORTS AND PROMOTES Community Management
  25. Organization Direct Contact Influencers Audiences Users Search Engines The “Press” Public SUPPORTS AND PROMOTES Community Management
  26. Community Management
  27. LISTENING
  28. LET’S LEVERAGE: content strategy
  29. CONTENT STRATEGY Business Objectives Audience Research Content Awareness
  30. WHERE THE VALUES ARE
  31. YOUR AUDIENCE Who they are What they do Where they are When they are there What they talk about Passion/Pain
  32. MINDSHARE
  33. AVAILABLE WHEN? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% January February March April May June July August September October November December Attention Available Available Sounders Football Sleep Work
  34. TRENDS AND INFLUENCERS #dempseywatch
  35. YOUR AUDIENCE Includes your competitors
  36. CONTENT INVENTORY
  37. EMPOWER
  38. INTO THE SYSTEM Internal Resources Systems and Platforms Workflow Editorial Calendar Production Reaction #cgap #csforum13
  39. INTERNAL
  40. ONLY YOUR AUDIENCE MATTERS #cgap #csforum13
  41. GET INTO THE WORKFLOW
  42. Credit: meet content
  43. Credit: libertyandvigilance 10459273@N05/ PRODUCTION AND DISTRIBUTION
  44. Credit: xlordashxhttp://www.youtube.com/watch?v=1icuP1WhZpk
  45. RRRR! KIITOS! THANKS! MERCI!
  46. REACH ME @meaningmeasure @content_insight LinkedIn - www.linkedin.com/in/mistymelissaweaver http://www.meetup.com/Content-Strategy-Seattle/ http://www.meetup.com/SeattleUX/ Virtual Coffees arranged via Skype Google+

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