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Community management generic overview
Community management involves building and managing online communities to facilitate valuable interactions. It is structured around four pillars: experience, conversation, content, and collaboration, each focusing on engaging audiences and enhancing their participation. Successful community management encourages audience empowerment and fosters advocacy through responsive and collaborative efforts.
Community management generic overview
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- 2. Definition: Community management isthe act of building, growing and managing online communities by building a channel where they can have valuable interactions. Jeremiah Owyang, Principle, Altimeter Group , 2007
- 3. Four Pillars ofCommunity Management Experience Conversation Content Collaboration
- 4. • The experienceshould support the unique needs/expectations of your audience: • Participants • Influencers • Alumni • Be aware that other audiences may lurk • Media • Business • Competitors Pillar 1: Experience
- 5. • Summer CompanySocial Experience should be: – Informative – Supportive – Encouraging • Content Strategy – Program Information – Process – Success Stories – Other subjects to support Participant objectives Pillar 1: Experience
- 6. • The Experiencedesign follows the stages of the program • Messages tailored: – Phase – Audience – Decision point • Experience design for post- onboarding Pillar 1: Experience Awareness Acquisition Onboarding
- 7. • Conversations arekey – Topics – Sentiment – Questions • Start by listening • What you will learn: – What content works – What information is missing/not easily findable – What parts of your story can be improved Pillar 2: Conversation
- 8. • Every opportunityto have a conversation should be evaluated: – Who is engaging? (Audience) – What is their motivation? (Emotion) – What is the expected resolution? (Objective) – How do we achieve this and maintain our brand? (Experience) • Conversations drive engagement – Demonstrates your commitment to the audience – Creates value = reason to return – Drives advocacy Pillar 2: Conversation
- 9. Pillar 3: Content •Content is the crux of the conversation • Good content creates interest
- 10. Pillar 4: Collaboration •Social media feeds a need to interact and have a say • Behavioural shift that impacts business: – Quick response – Always available – Self-serve tools • Audience empowerment • Advocacy • Permanent change
- 11. Pillar 4: Collaboration •Organizations are shifting to collaborative social programs: – Product development – Customer service – Marketing
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