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#CIPRSM	
  #CIPRSM	
  
Community	
  management	
  -­‐	
  the	
  
difference	
  between	
  'doing	
  social	
  
media'	
  and	
  being	
  an	
  effec8ve	
  
#CMGR	
  
Michelle	
  Goodall	
  @greenwellys	
  –	
  MCIPR	
  	
  
	
  
	
  
4th	
  July	
  2013	
  
SOCIAL	
  
SUMMER	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Hello	
  –	
  I’m	
  Michelle	
  Goodall	
  
@greenwellys	
  
| May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  Social	
  Media	
  v	
  Community	
  Management?	
  
•  Best	
  practice	
  
•  Measurement	
  &	
  ROI	
  
•  Tools	
  and	
  techniques	
  
Click	
  to	
  edit	
  Master	
  title	
  style	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
A	
  group	
  of	
  people	
  who	
  form	
  relationships	
  over	
  a	
  
common	
  interest	
  	
  
What	
  is	
  a	
  community?	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
A	
  group	
  of	
  people	
  who	
  are	
  motivated	
  to	
  form	
  
relationships	
  online	
  (and	
  offline!)	
  over	
  a	
  common	
  interest	
  	
  
So	
  an	
  online	
  community	
  is…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Practice	
  
Shared	
  strong	
  motivations	
  based	
  on…	
  
Place	
  
Lifestages/circumstance	
  
Interests/Passions	
  
Problems/Goals	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Different	
  community	
  member	
  types…	
  
Lurker?	
  
Newbie?	
   Regular?	
   Troll?	
  
Expert?	
   Firefighter?	
  
Misguided?	
  
Self-­‐Promoter?	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
With	
  different	
  motivations…	
  
To	
  get	
  something	
  for	
  nothing	
  To	
  make	
  
connec8ons	
  
To	
  sense	
  check	
  my	
  knowledge	
  
To	
  let	
  off	
  steam	
  
Persuade	
  others	
  
To	
  collaborate	
  with	
  others	
  
To	
  get	
  myself	
  known	
  
Altruism	
   To	
  learn	
  from	
  others	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
The	
  ‘4	
  Ages’	
  of	
  community	
  
Usenet	
  1980’s	
  
Forums	
  and	
  Grouped	
  
Web	
  Pages–	
  mid	
  1990’s	
  
Social	
  Networks	
  and	
  Open	
  Source	
  
PlaBorms	
  –	
  2001/2003	
  onwards	
  
Customer	
  	
  
CommuniGes	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Many	
  different	
  types	
  of	
  community	
  
Private	
  customer/	
  
stakeholder	
  	
  
communiGes	
  
(non	
  brand)	
  Fan	
  communiGes	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  etc…	
  
Company	
  sponsored	
  collaboraGve	
  
customer	
  community	
  
(brand)	
  Fan	
  communiGes	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Social	
  networks	
  the	
  community	
  
platform	
  of	
  choice	
  for	
  many…	
  
But,	
  they	
  aren’t	
  necessarily	
  the	
  best	
  
or	
  easiest	
  to	
  use	
  online	
  
community	
  tools/plaTorms…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Social	
  Media	
  or	
  Community	
  
Management?	
  Is	
  it	
  just	
  semantics?	
  	
  
•  ‘Social	
  Object’	
  
content	
  
•  Loose	
  network	
  
•  Primarily	
  hub	
  
and	
  spoke	
  
engagement	
  
between	
  
content	
  
creator/admin	
  
and	
  members	
  	
   •  Shared	
  aims/purpose	
  
•  Distributed	
  leadership	
  or	
  a	
  more	
  complex	
  
leadership	
  system	
  
•  Core	
  membership	
  
•  Higher	
  %age	
  of	
  Inter	
  member	
  interac8on	
  	
  
•  Rela8vely	
  stable	
  and	
  ac8ve	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Community	
  Managers…	
  
Operate	
  from	
  deep	
  within	
  the	
  company,	
  managing	
  customer	
  
relationships	
  with	
  a	
  brand	
  or	
  product,	
  and	
  each	
  other.	
  	
  
	
  
Facilitates	
  efficient	
  inter-­‐team/staff	
  communication	
  and	
  
collaboration.	
  Focuses	
  on	
  the	
  flow	
  of	
  information	
  and	
  
knowledge,	
  strengthening	
  relationships	
  and	
  promoting	
  
productive	
  collaboration,	
  which	
  may	
  include	
  moderation	
  and	
  
hosting	
  the	
  company’s	
  community	
  platform.	
  
	
  
Placement	
  within	
  the	
  Organisation	
  chart	
  is	
  more	
  likely	
  to	
  be	
  
connected	
  to	
  Editorial,	
  Product	
  development,	
  Business	
  
development,	
  and	
  Marketing.	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Social	
  Media	
  Managers	
  
Operate	
  from	
  the	
  edges	
  of	
  the	
  company,	
  managing	
  brand	
  
recognition/reputation	
  outside	
  of	
  the	
  scope	
  of	
  the	
  brand	
  website.	
  
	
  
Focused	
  on	
  listening	
  and	
  evaluating	
  brand	
  perception,	
  planning	
  
campaigns	
  and	
  promotional	
  initiatives	
  to	
  promote	
  the	
  company’s	
  
message,	
  building	
  and	
  leveraging	
  social	
  networks	
  on	
  social	
  
platforms	
  such	
  as	
  Twitter	
  &	
  Facebook	
  to	
  facilitate	
  depth	
  of	
  
communication.	
  	
  
Usually	
  be	
  found	
  within	
  the	
  Organisation	
  chart	
  connected	
  to	
  
Marketing,	
  PR,	
  and	
  Sales.	
  
Source:	
  An	
  interview	
  with	
  Blaise	
  Grimes	
  Viort	
  
h_p://socialmediatoday.com/vanessa-­‐dimauro/842111/social-­‐media-­‐manager-­‐vs-­‐online-­‐community-­‐
manager-­‐same-­‐or-­‐different	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Their	
  KPIs…	
  
•  Drive	
  ‘leads’	
  
•  Raise	
  visibility	
  
and	
  awareness	
  
•  Increase	
  
engagement	
  
•  Impact	
  sales	
  
Community	
  
Manager	
  
	
  
Social	
  Media	
  
Manager	
  
	
  
•  Customer	
  
service	
  
•  Facilitate/
Improve	
  inter-­‐
member	
  
‘customer	
  
service’	
  
•  Feedback	
  into	
  	
  
product/service	
  
development	
  
•  Increase	
  
product	
  usage	
  
•  Increase	
  loyalty	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
But,	
  in	
  many	
  organisations	
  there	
  is	
  
often	
  one	
  role…	
  
Ma#	
  Owen	
  –	
  Head	
  of	
  Social	
  -­‐	
  Econsultancy	
  
…supported	
  by	
  wider	
  team	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
However	
  you	
  define	
  it	
  –	
  SMM	
  or	
  
CMGR’s	
  strategic	
  role	
  is	
  to…	
  
PURPOSE	
  
ADVOCACY	
  
BUSINESS	
  
CASE	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
1.  A	
  strategic	
  tool	
  for	
  uncovering	
  business	
  insights.	
  
2.  Managing	
  the	
  influencers	
  who	
  are	
  driving	
  the	
  
conversation	
  around	
  your	
  brand.	
  
3.  Marketing	
  that	
  provides	
  value	
  and	
  turns	
  
customers	
  into	
  evangelists.	
  
4.  A	
  critical	
  component	
  of	
  customer	
  care.	
  
5.  Transforming	
  your	
  organization	
  to	
  meet	
  the	
  
transparency	
  and	
  humanity	
  customers	
  now	
  
expect	
  of	
  brands.	
  
Social	
  media	
  definition	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
	
  
Community	
  Management	
  definition	
  
1.  Executive	
  in	
  the	
  company	
  who	
  acts	
  as	
  an	
  
ambassador	
  of	
  the	
  company/brand	
  on	
  the	
  web.	
  
2.  The	
  building	
  and	
  monitoring	
  of	
  multiple	
  
communities	
  generated	
  in	
  blogs,	
  forums,	
  social	
  
networks	
  
3.  Becoming	
  the	
  authorised	
  voice	
  of	
  the	
  company	
  
4.  Aptitude	
  and	
  the	
  ability	
  to	
  make	
  decisions	
  
regarding	
  the	
  company's	
  image	
  or	
  brand	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Summary	
  
•  Online	
  community	
  =	
  group	
  of	
  people	
  
motivated	
  to	
  form	
  relationships	
  over	
  a	
  
common	
  interest	
  	
  
•  ‘4	
  Ages’	
  
•  Community	
  v	
  Social	
  Media	
  –	
  not	
  just	
  
semantics…	
  
•  …but	
  a	
  single	
  role	
  in	
  many	
  organisations	
  
•  Strategic	
  role:	
  Business	
  Case,	
  Purpose,	
  
Advocacy	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Online	
  Community	
  Best	
  
Practice	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
1.  A	
  genuine	
  need	
  
2.  Clear	
  aims	
  (internal	
  &	
  external)	
  
3.  Understanding	
  role	
  of	
  company	
  or	
  
organisation	
  
4.  Understanding	
  audiences/
stakeholders/community	
  members	
  	
  
–	
  motivations	
  and	
  behaviours	
  
5.  Understanding	
  community	
  and	
  
member	
  lifecycle	
  
The	
  10	
  secret	
  ingredients…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
6.  Long	
  term	
  investment	
  –	
  not	
  just	
  short	
  
term	
  KPIs	
  
7.  Resource	
  –	
  sponsor,	
  skilled	
  #CMGR,	
  go	
  
to	
  contacts	
  for	
  engagement	
  at	
  scale	
  
8.  The	
  right	
  tools	
  for	
  content	
  creation/
curation	
  and	
  management	
  
9.  Bridge	
  online	
  and	
  offline	
  where	
  
possible	
  
10. Above	
  all…”create	
  a	
  culture	
  of	
  WE”	
  –	
  
an	
  “Eco	
  System	
  not	
  an	
  Ego	
  system”	
  
The	
  10	
  secret	
  ingredients…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
First	
  of	
  all…how	
  not	
  to	
  do	
  it	
  
h_p://www.superlucky.co.uk/2013/06/greenstone-­‐cayenne-­‐red-­‐and-­‐their-­‐scam.html	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
…and	
  how	
  really	
  not	
  to	
  do	
  it…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Econsultancy	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Econsultancy	
  
create	
   curate	
  
innovate	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Econsultancy	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Econsultancy	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Econsultancy	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  An	
  on	
  and	
  offline	
  community	
  
•  Community	
  of	
  practice,	
  goals,	
  problems	
  
•  Core	
  platforms	
  Blog,	
  Twitter,	
  Facebook,	
  G+	
  
•  Presence	
  on	
  all	
  relevant	
  SM	
  channels	
  and	
  
experimenting	
  with	
  tools/technology	
  
•  SMM/CMGR	
  supported	
  by	
  wider	
  team	
  and	
  ‘go	
  
to’	
  people	
  
•  Constantly	
  measuring	
  ROI,	
  evaluating,	
  
iterating	
  
Summary	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Hiut	
  Denim	
   •  Community	
  of	
  
purpose	
  and	
  
place…not	
  just	
  
of	
  interest	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Hiut	
  Denim	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Hiut	
  Denim	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Hiut	
  Denim	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Hiut	
  Denim	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  An	
  on	
  and	
  offline	
  community	
  
•  Community	
  of	
  place	
  and	
  purpose…not	
  just	
  
interest	
  
•  Core	
  platforms	
  Blog	
  (Tumblr),	
  Twitter,	
  
Instagram,	
  G+	
  (no	
  Facebook!)	
  
•  Curating	
  and	
  scrapbooking	
  –	
  not	
  looking	
  for	
  
high	
  engagement	
  but	
  to	
  reinforce	
  company	
  
culture	
  and	
  community	
  
Summary	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  Set	
  the	
  tone	
  
•  Create	
  a	
  
welcoming	
  space	
  
•  Build	
  
relationships	
  over	
  
time	
  
	
  
“Create	
  a	
  culture	
  of	
  WE…”	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  Learn	
  what	
  
generates	
  
discussion/activity	
  
•  Create	
  an	
  
environment	
  for	
  all	
  
members	
  (newbies	
  
-­‐>	
  experts)	
  
	
  
“Create	
  a	
  culture	
  of	
  WE…”	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  Moderation	
  –	
  firm	
  
but	
  fair	
  (and	
  legal!)	
  
•  Fix	
  it	
  when	
  you	
  get	
  
it	
  wrong	
  
“Create	
  a	
  culture	
  of	
  WE…”	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
How	
  do	
  you	
  measure	
  a	
  
community	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
If	
  you’re	
  doing	
  it	
  this	
  way…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  PR	
  metrics:	
  advocacy,	
  influence,	
  reach,	
  
recognition,	
  sentiment	
  etc...	
  ?	
  
•  Market	
  insight/research?	
  Better	
  
segmentation?	
  
•  Customer	
  satisfaction?	
  
•  Direct	
  sales	
  conversions?	
  	
  
•  Website	
  traffic?	
  
•  ‘Assisted’	
  conversions?	
  
You	
  should	
  be	
  thinking	
  differently	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
One	
  approach…	
  
Business	
  Goals	
   ROI	
  use	
  cases	
  
Service	
  and	
  Support	
   Customer	
  Service	
  call/contact	
  deflecGon	
  (cost	
  savings)	
  
Knowledgebase	
  ownership	
  –	
  improve	
  quality	
  of	
  knowledgebase	
  
Insights	
  &	
  InnovaGon	
   Research	
  –	
  cost	
  savings	
  on	
  qualita8ve	
  and	
  quanta8ve	
  research	
  
Time	
  to	
  market	
  –	
  cost	
  savings	
  by	
  decreasing	
  TTM	
  via	
  customer/
stakeholder	
  input	
  
ID	
  potenGal	
  brand/PR	
  issues	
  –	
  decrease	
  lead	
  8me	
  in	
  IDing	
  and	
  at	
  
an	
  earlier	
  stage	
  
Loyalty	
   Increased	
  customer	
  saGsfacGon	
  and	
  loyalty/brand	
  affinity	
  –	
  
improved	
  customer	
  life8me	
  value	
  
Awareness	
   Increase	
  in	
  reach	
  –	
  posi8ve	
  effect	
  on	
  SEO	
  and	
  online	
  reach	
  
Sales	
   Lead	
  GeneraGon	
  
AdverGsing/SubscripGons	
  
Cross	
  and	
  upselling	
  –	
  higher	
  revenues	
  from	
  direct	
  /indirect	
  
	
  
Source:	
  Oracle’s	
  Best	
  Prac=ces	
  for	
  Measuring	
  the	
  Return	
  on	
  Investment	
  of	
  Online	
  Communi=es	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Community	
  health	
  metrics	
  
•  Growth	
  
•  Interaction	
  
•  Engagement	
  (esp.	
  inter-­‐member)	
  
•  ‘Atmosphere’	
  
Etc…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Third	
  party	
  platform	
  insights	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Your	
  owned	
  on-­‐site	
  community	
  
•  Views	
  and	
  Who	
  is?	
  
•  Popular	
  content/
Social	
  shares	
  
•  Engagement	
  and	
  
advocates	
  
•  Effect	
  on	
  sales/
loyalty/basket	
  value	
  
etc.	
  
•  A/B	
  and	
  multivariate	
  
information	
  
Etc…	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Essential	
  Tools	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Competitor	
  analysis	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Network/content	
  analysis	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Community	
  Management	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Community	
  Management	
  
Source:	
  Smart	
  Insights	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Content	
  Curation	
  –	
  Twitter	
  search/lists	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Content	
  Curation	
  –	
  RSS	
  readers	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
SEO	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Content	
  calendar	
  
Source:	
  h_p://contentmarke8ngins8tute.com/2010/08/content-­‐marke8ng-­‐editorial-­‐calendar/	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Social	
  media	
  sizing	
  cheat	
  sheet	
  
Source:	
  h_p://www.lunametrics.com/blog/2012/11/12/final-­‐social-­‐media-­‐sizing-­‐cheat-­‐sheet/	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
Platform	
  Ts	
  &	
  Cs	
  knowledge	
  
#CIPRSM	
  #CIPRSM	
  Copyright	
  Michelle	
  Goodall	
  2013	
  
•  Create	
  a	
  “culture	
  of	
  WE”	
  “Eco	
  system	
  not	
  Ego	
  
system”	
  
•  Align	
  Community	
  Measurements	
  to	
  Business	
  
Goals	
  
•  Many	
  planning,	
  curation,	
  management,	
  
measurement	
  tools	
  (at	
  many	
  price	
  points)	
  –	
  
choose	
  what’s	
  right	
  
•  Content	
  planner	
  and	
  knowledge	
  of	
  third	
  party	
  
platform	
  changes	
  and	
  Ts	
  &	
  Cs	
  required	
  
Summary	
  
#CIPRSM	
  #CIPRSM	
  
Thanks…please	
  connect	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  @greenwellys	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  gplus.to/michellegoodall	
  
	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  http://www.linkedin.com/in/michellegoodall	
  
	
  	
  	
  
#CIPRSM	
  #CIPRSM	
  
Image	
  credits	
  
Slide	
  4:	
  http://www.flickr.com/photos/37387356@N05/5567640057/	
  
Slide	
  7&8:	
  h_p://www.flickr.com/photos/25773617@N05/4854041211/	
  
Slide	
  15:	
  h_p://www.flickr.com/photos/91151853@N05/8281338574/	
  
Slide	
  22&23:	
  h_p://www.flickr.com/photos/56649729@N00/3268752278/	
  
	
  
	
  
	
  
#CIPRSM	
  #CIPRSM	
  
Thank	
  you	
  for	
  attending	
  
	
  
Find	
  out	
  more	
  at	
  cipr.co.uk/social-­‐summer	
  
SOCIAL	
  
SUMMER	
  

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CIPR Social Summer 2013 Online Community Management - Michelle Goodall

  • 1. #CIPRSM  #CIPRSM   Community  management  -­‐  the   difference  between  'doing  social   media'  and  being  an  effec8ve   #CMGR   Michelle  Goodall  @greenwellys  –  MCIPR         4th  July  2013   SOCIAL   SUMMER  
  • 2. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Hello  –  I’m  Michelle  Goodall   @greenwellys   | May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant
  • 3. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  Social  Media  v  Community  Management?   •  Best  practice   •  Measurement  &  ROI   •  Tools  and  techniques   Click  to  edit  Master  title  style  
  • 4. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   A  group  of  people  who  form  relationships  over  a   common  interest     What  is  a  community?  
  • 5. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   A  group  of  people  who  are  motivated  to  form   relationships  online  (and  offline!)  over  a  common  interest     So  an  online  community  is…  
  • 6. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Practice   Shared  strong  motivations  based  on…   Place   Lifestages/circumstance   Interests/Passions   Problems/Goals  
  • 7. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Different  community  member  types…   Lurker?   Newbie?   Regular?   Troll?   Expert?   Firefighter?   Misguided?   Self-­‐Promoter?  
  • 8. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   With  different  motivations…   To  get  something  for  nothing  To  make   connec8ons   To  sense  check  my  knowledge   To  let  off  steam   Persuade  others   To  collaborate  with  others   To  get  myself  known   Altruism   To  learn  from  others  
  • 9. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   The  ‘4  Ages’  of  community   Usenet  1980’s   Forums  and  Grouped   Web  Pages–  mid  1990’s   Social  Networks  and  Open  Source   PlaBorms  –  2001/2003  onwards   Customer     CommuniGes  
  • 10. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Many  different  types  of  community   Private  customer/   stakeholder     communiGes   (non  brand)  Fan  communiGes                                                      etc…   Company  sponsored  collaboraGve   customer  community   (brand)  Fan  communiGes  
  • 11. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Social  networks  the  community   platform  of  choice  for  many…   But,  they  aren’t  necessarily  the  best   or  easiest  to  use  online   community  tools/plaTorms…  
  • 12. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Social  Media  or  Community   Management?  Is  it  just  semantics?     •  ‘Social  Object’   content   •  Loose  network   •  Primarily  hub   and  spoke   engagement   between   content   creator/admin   and  members     •  Shared  aims/purpose   •  Distributed  leadership  or  a  more  complex   leadership  system   •  Core  membership   •  Higher  %age  of  Inter  member  interac8on     •  Rela8vely  stable  and  ac8ve  
  • 13. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Community  Managers…   Operate  from  deep  within  the  company,  managing  customer   relationships  with  a  brand  or  product,  and  each  other.       Facilitates  efficient  inter-­‐team/staff  communication  and   collaboration.  Focuses  on  the  flow  of  information  and   knowledge,  strengthening  relationships  and  promoting   productive  collaboration,  which  may  include  moderation  and   hosting  the  company’s  community  platform.     Placement  within  the  Organisation  chart  is  more  likely  to  be   connected  to  Editorial,  Product  development,  Business   development,  and  Marketing.  
  • 14. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Social  Media  Managers   Operate  from  the  edges  of  the  company,  managing  brand   recognition/reputation  outside  of  the  scope  of  the  brand  website.     Focused  on  listening  and  evaluating  brand  perception,  planning   campaigns  and  promotional  initiatives  to  promote  the  company’s   message,  building  and  leveraging  social  networks  on  social   platforms  such  as  Twitter  &  Facebook  to  facilitate  depth  of   communication.     Usually  be  found  within  the  Organisation  chart  connected  to   Marketing,  PR,  and  Sales.   Source:  An  interview  with  Blaise  Grimes  Viort   h_p://socialmediatoday.com/vanessa-­‐dimauro/842111/social-­‐media-­‐manager-­‐vs-­‐online-­‐community-­‐ manager-­‐same-­‐or-­‐different  
  • 15. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Their  KPIs…   •  Drive  ‘leads’   •  Raise  visibility   and  awareness   •  Increase   engagement   •  Impact  sales   Community   Manager     Social  Media   Manager     •  Customer   service   •  Facilitate/ Improve  inter-­‐ member   ‘customer   service’   •  Feedback  into     product/service   development   •  Increase   product  usage   •  Increase  loyalty  
  • 16. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   But,  in  many  organisations  there  is   often  one  role…   Ma#  Owen  –  Head  of  Social  -­‐  Econsultancy   …supported  by  wider  team  
  • 17. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   However  you  define  it  –  SMM  or   CMGR’s  strategic  role  is  to…   PURPOSE   ADVOCACY   BUSINESS   CASE  
  • 18. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   1.  A  strategic  tool  for  uncovering  business  insights.   2.  Managing  the  influencers  who  are  driving  the   conversation  around  your  brand.   3.  Marketing  that  provides  value  and  turns   customers  into  evangelists.   4.  A  critical  component  of  customer  care.   5.  Transforming  your  organization  to  meet  the   transparency  and  humanity  customers  now   expect  of  brands.   Social  media  definition  
  • 19. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013     Community  Management  definition   1.  Executive  in  the  company  who  acts  as  an   ambassador  of  the  company/brand  on  the  web.   2.  The  building  and  monitoring  of  multiple   communities  generated  in  blogs,  forums,  social   networks   3.  Becoming  the  authorised  voice  of  the  company   4.  Aptitude  and  the  ability  to  make  decisions   regarding  the  company's  image  or  brand  
  • 20. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Summary   •  Online  community  =  group  of  people   motivated  to  form  relationships  over  a   common  interest     •  ‘4  Ages’   •  Community  v  Social  Media  –  not  just   semantics…   •  …but  a  single  role  in  many  organisations   •  Strategic  role:  Business  Case,  Purpose,   Advocacy  
  • 21. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Online  Community  Best   Practice  
  • 22. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   1.  A  genuine  need   2.  Clear  aims  (internal  &  external)   3.  Understanding  role  of  company  or   organisation   4.  Understanding  audiences/ stakeholders/community  members     –  motivations  and  behaviours   5.  Understanding  community  and   member  lifecycle   The  10  secret  ingredients…  
  • 23. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   6.  Long  term  investment  –  not  just  short   term  KPIs   7.  Resource  –  sponsor,  skilled  #CMGR,  go   to  contacts  for  engagement  at  scale   8.  The  right  tools  for  content  creation/ curation  and  management   9.  Bridge  online  and  offline  where   possible   10. Above  all…”create  a  culture  of  WE”  –   an  “Eco  System  not  an  Ego  system”   The  10  secret  ingredients…  
  • 24. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   First  of  all…how  not  to  do  it   h_p://www.superlucky.co.uk/2013/06/greenstone-­‐cayenne-­‐red-­‐and-­‐their-­‐scam.html  
  • 25. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   …and  how  really  not  to  do  it…  
  • 26. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Econsultancy  
  • 27. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Econsultancy   create   curate   innovate  
  • 28. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Econsultancy  
  • 29. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Econsultancy  
  • 30. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Econsultancy  
  • 31. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  An  on  and  offline  community   •  Community  of  practice,  goals,  problems   •  Core  platforms  Blog,  Twitter,  Facebook,  G+   •  Presence  on  all  relevant  SM  channels  and   experimenting  with  tools/technology   •  SMM/CMGR  supported  by  wider  team  and  ‘go   to’  people   •  Constantly  measuring  ROI,  evaluating,   iterating   Summary  
  • 32. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Hiut  Denim   •  Community  of   purpose  and   place…not  just   of  interest  
  • 33. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Hiut  Denim  
  • 34. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Hiut  Denim  
  • 35. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Hiut  Denim  
  • 36. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Hiut  Denim  
  • 37. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  An  on  and  offline  community   •  Community  of  place  and  purpose…not  just   interest   •  Core  platforms  Blog  (Tumblr),  Twitter,   Instagram,  G+  (no  Facebook!)   •  Curating  and  scrapbooking  –  not  looking  for   high  engagement  but  to  reinforce  company   culture  and  community   Summary  
  • 38. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  Set  the  tone   •  Create  a   welcoming  space   •  Build   relationships  over   time     “Create  a  culture  of  WE…”  
  • 39. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  Learn  what   generates   discussion/activity   •  Create  an   environment  for  all   members  (newbies   -­‐>  experts)     “Create  a  culture  of  WE…”  
  • 40. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  Moderation  –  firm   but  fair  (and  legal!)   •  Fix  it  when  you  get   it  wrong   “Create  a  culture  of  WE…”  
  • 41. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   How  do  you  measure  a   community  
  • 42. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   If  you’re  doing  it  this  way…  
  • 43. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  PR  metrics:  advocacy,  influence,  reach,   recognition,  sentiment  etc...  ?   •  Market  insight/research?  Better   segmentation?   •  Customer  satisfaction?   •  Direct  sales  conversions?     •  Website  traffic?   •  ‘Assisted’  conversions?   You  should  be  thinking  differently  
  • 44. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   One  approach…   Business  Goals   ROI  use  cases   Service  and  Support   Customer  Service  call/contact  deflecGon  (cost  savings)   Knowledgebase  ownership  –  improve  quality  of  knowledgebase   Insights  &  InnovaGon   Research  –  cost  savings  on  qualita8ve  and  quanta8ve  research   Time  to  market  –  cost  savings  by  decreasing  TTM  via  customer/ stakeholder  input   ID  potenGal  brand/PR  issues  –  decrease  lead  8me  in  IDing  and  at   an  earlier  stage   Loyalty   Increased  customer  saGsfacGon  and  loyalty/brand  affinity  –   improved  customer  life8me  value   Awareness   Increase  in  reach  –  posi8ve  effect  on  SEO  and  online  reach   Sales   Lead  GeneraGon   AdverGsing/SubscripGons   Cross  and  upselling  –  higher  revenues  from  direct  /indirect     Source:  Oracle’s  Best  Prac=ces  for  Measuring  the  Return  on  Investment  of  Online  Communi=es  
  • 45. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Community  health  metrics   •  Growth   •  Interaction   •  Engagement  (esp.  inter-­‐member)   •  ‘Atmosphere’   Etc…  
  • 46. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Third  party  platform  insights  
  • 47. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Your  owned  on-­‐site  community   •  Views  and  Who  is?   •  Popular  content/ Social  shares   •  Engagement  and   advocates   •  Effect  on  sales/ loyalty/basket  value   etc.   •  A/B  and  multivariate   information   Etc…  
  • 48. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Essential  Tools  
  • 49. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Competitor  analysis  
  • 50. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Network/content  analysis  
  • 51. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Community  Management  
  • 52. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Community  Management   Source:  Smart  Insights  
  • 53. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Content  Curation  –  Twitter  search/lists  
  • 54. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Content  Curation  –  RSS  readers  
  • 55. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   SEO  
  • 56. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Content  calendar   Source:  h_p://contentmarke8ngins8tute.com/2010/08/content-­‐marke8ng-­‐editorial-­‐calendar/  
  • 57. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Social  media  sizing  cheat  sheet   Source:  h_p://www.lunametrics.com/blog/2012/11/12/final-­‐social-­‐media-­‐sizing-­‐cheat-­‐sheet/  
  • 58. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   Platform  Ts  &  Cs  knowledge  
  • 59. #CIPRSM  #CIPRSM  Copyright  Michelle  Goodall  2013   •  Create  a  “culture  of  WE”  “Eco  system  not  Ego   system”   •  Align  Community  Measurements  to  Business   Goals   •  Many  planning,  curation,  management,   measurement  tools  (at  many  price  points)  –   choose  what’s  right   •  Content  planner  and  knowledge  of  third  party   platform  changes  and  Ts  &  Cs  required   Summary  
  • 60. #CIPRSM  #CIPRSM   Thanks…please  connect                                            @greenwellys                                                                    gplus.to/michellegoodall                                                                        http://www.linkedin.com/in/michellegoodall        
  • 61. #CIPRSM  #CIPRSM   Image  credits   Slide  4:  http://www.flickr.com/photos/37387356@N05/5567640057/   Slide  7&8:  h_p://www.flickr.com/photos/25773617@N05/4854041211/   Slide  15:  h_p://www.flickr.com/photos/91151853@N05/8281338574/   Slide  22&23:  h_p://www.flickr.com/photos/56649729@N00/3268752278/        
  • 62. #CIPRSM  #CIPRSM   Thank  you  for  attending     Find  out  more  at  cipr.co.uk/social-­‐summer   SOCIAL   SUMMER