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

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

2. COMMUNITY
MANAGEMENT
IDENTIFY
LEVERAGE
EMPOWER

4. ONLINE
Social Media Management
Content Lifecycle Management

5. EVENTS
Seattle IA Meetup
Seattle Content Strategy Meetup
InfoCamp

7. 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

8. 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

9. IDENTIFY

10. COMMUNITY

11. COMMUNITY
MANAGEMENT

12. CAPTIVE AUDIENCE
pasukaru76

13. EXPERIENCE OPTIMIZER

14. COMMUNITY IS OPEN
Credit: Dave Catchpole

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

16. Credit: Andrew Lipson

17. COMMUNITY MODELS
Public
Audience
Direct
Contact
Organization

18. COMMUNITY HAPPENS
Public
Audience
Direct
Contact
Organization
Community

19. A CONVERSATION

20. PASSION CURATION
#passioncuration
#cgap #csforum13

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

22. COMMUNITY
MANAGEMENT
CREATING TRIBES
FROM CLIQUES

23. BUILDS RELATIONSHIPS

24. MAKES CONNECTIONS

25. CREATES OPPORTUNITIES

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

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

28. Community
Management

29. LISTENING

30. LET’S LEVERAGE:
content strategy

31. CONTENT STRATEGY
Business Objectives
Audience Research
Content Awareness

33. WHERE THE VALUES ARE

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

35. MINDSHARE

36. 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

38. TRENDS AND
INFLUENCERS
#dempseywatch

39. YOUR AUDIENCE
Includes your
competitors

40. CONTENT INVENTORY

43. EMPOWER

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

46. INTERNAL

47. ONLY YOUR
AUDIENCE MATTERS
#cgap #csforum13

48. GET INTO THE WORKFLOW

49. Credit: meet content

50. Credit: libertyandvigilance 10459273@N05/
PRODUCTION AND
DISTRIBUTION

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

52. RRRR! KIITOS! THANKS!
MERCI!

53. 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+