CLOSING THE COMMUNITY GAP Misty
Weaver CS Forum Helsinki #cgap #csforum13 @meaningmeasure

COMMUNITY
MANAGEMENT
IDENTIFY
LEVERAGE
EMPOWER

ONLINE Social Media Management Content
Lifecycle Management

EVENTS Seattle IA Meetup Seattle
Content Strategy Meetup InfoCamp

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

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

IDENTIFY

COMMUNITY

COMMUNITY
MANAGEMENT

CAPTIVE AUDIENCE
pasukaru76

EXPERIENCE OPTIMIZER

COMMUNITY IS OPEN Credit: Dave
Catchpole

MENTAL MODELS Big Boss Upper
Management Middle Management Floor Staff Middle Management Floor Staff Middle Management Floor Staff Floor Staff

Credit: Andrew Lipson

COMMUNITY MODELS Public Audience Direct
Contact Organization

COMMUNITY HAPPENS Public Audience Direct
Contact Organization Community

A CONVERSATION

PASSION CURATION
#passioncuration
#cgap #csforum13

COMMUNITY MANAGEMENT IS NOT •
Sales • Marketing • Customer Service • Social Media Management • SEO • User Experience • Events • Content Strategy

COMMUNITY MANAGEMENT CREATING TRIBES FROM
CLIQUES

BUILDS RELATIONSHIPS

MAKES CONNECTIONS

CREATES OPPORTUNITIES

Sales Customer Service Marketing Social
Media Management SEO User Experience Event Planning Content Strategy Product Development Service Design SUPPORTS AND PROMOTES Community Management

Organization Direct Contact Influencers Audiences
Users Search Engines The “Press” Public SUPPORTS AND PROMOTES Community Management

Community
Management

LISTENING

LET’S LEVERAGE:
content strategy

CONTENT STRATEGY Business Objectives Audience
Research Content Awareness

WHERE THE VALUES ARE

YOUR AUDIENCE Who they are
What they do Where they are When they are there What they talk about Passion/Pain

MINDSHARE

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

TRENDS AND
INFLUENCERS
#dempseywatch

YOUR AUDIENCE
Includes your
competitors

CONTENT INVENTORY

EMPOWER

INTO THE SYSTEM Internal Resources
Systems and Platforms Workflow Editorial Calendar Production Reaction #cgap #csforum13

INTERNAL

ONLY YOUR AUDIENCE MATTERS #cgap
#csforum13

GET INTO THE WORKFLOW

Credit: meet content

Credit: libertyandvigilance 10459273@N05/ PRODUCTION AND
DISTRIBUTION

Credit: xlordashxhttp://www.youtube.com/watch?v=1icuP1WhZpk

RRRR! KIITOS! THANKS!
MERCI!

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+