2. Agenda
1 Exploring Community Development
2 Role of Social Media
3 Social Media and Marketing
4 Control and Management
5 Words of Wisdom
6 Guest Speaker – Zack Cooper
2
9. Community Management
Imagine if there was no mayor in your city, no council,
no one in charge of picking up the garbage, no police
to enforce the law, no…
What would your city turn into?
10.
11.
12.
13. Why do we need to manage communities?
Physical communities need management to ensure
that they run smoothly
Online communities need management to
advocate for both the brand and the community
members
What would happen without community
managers?
14. Social Media in Community Management
How has social media changed communities and
community management?
19. Management and Control
Be Calm
Not all negative comments are the same
Leave users alone
Positive and friendly environment
Moderation and types
Pre-moderation – everyone and everything needs to be
approved
Post-moderation – Moderator watches information that
goes live
Reactive moderation – Members flag inappropriate things
No Moderation – community self-governs
20. Words of Wisdom
Consistency
Designed to
Time
share
Create an
unfair Engaging
advantage
PR
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21. Words of Caution
If the
Listen to Create
community Add features
Growth Communities your guidelines,
exists, you that create
metric ≠ size do not community but don’t
can build value for
of your always grow and give spend time
another, but your
membership organically them what policing your
make it community
they want community
different
21
AndreeaFaster, more feedback, closer to customer, more global, linked more ideas,
Andreea
Andreea
Gaia online – 23 mil registered accountsWoW – 12 mil players
Laurahttp://blog.sourcemetrics.com/social-campaign-success-and-failure-stories/Alienating viewers and throwing out insults is a sure-fire way to tarnish your brand’s image. We’re really not sure what Ragu was thinking by putting out a commercial featuring blogger mothers discussing how horrible men are at cooking, and neither were most viewers who saw the ad. To make matters worse, Ragu also began tweeting the link at male bloggers, with remarks such as “How does it feel like to not be able to cook?”. Many people were taken aback by how discriminatory the brand had been towards fathers, playing into the stereotype that men aren’t adept at domestic life and use Ragu in order to make all of their bland creations taste better. What the brand failed to take into account was that in today’s day and age, there are equal parts men who do the cooking, cleaning and laundry while their wives are out being the household breadwinners.By alienating men altogether, the brand automatically upset half their audience – leading to major backlash. As blogger and father C.C Chapman writes on his website, “I’m sure Ragu doesn’t really hate dads, but after this video I can firmly say that there are plenty of dads who will hate Ragu. I certainly now do.”What’s the lesson to be learned here? Don’t create campaigns that will alienate your audience, tweet offensive and spam-like content to Twitter users and base your campaign on a sentiment that’s meant to put others down – especially when you’re a brand like Ragu who’s image revolves around family time and enjoying meals.
Laura
Loretta http://www.therisetothetop.com/davids-blog/12-keys-building-online-community/Anyone is able to make internet content, but there are a couple of key items to keep in mind, to keep it interactive, b/c if its now interactive, you don’t have a community, you have an audience. Items to keep in mind include:Consistency and content: How often are you posting? Do you disappear and go on vacation? How is your content different from others out there?Designed to share, such as using Facebook or Twitter to share the content. The Batman movie effectively used Facebook to share their content.Schmoozing on social media: Being active on social media in your niche area, and it varies for everyone. For example, I have a fashion blog, so any social media with picture sharing ability is really popular in this community, which means being active on Facebook, Twitter, Instagram, Pinterest and I interact with other bloggers and retailers by sharing my content and other people’s content.Engaging and caring: Do you respond when people leave you a comment on Facebook and replies your tweet? This gets hard as a community grows, but it should be a top priority. Enabling others to promote your workInterviewsPromoting others and telling them about itGuest posts/videos/articlesPRLive events/speakingCreate an unfair advantageTime
Loretta Even if you have a lot of members, if the members aren’t interacting, then you have not build a “community”Just because the community you want already exists, you can always create a new community, but you can differentiate it by making it friendlier and more fulfilling for the community members. Sometimes even similar communities work together instead of treating each other like competition.Communities do not always grow organicallyListen to your community and give them what they want, not what you think is best for themAdd features that will create value for the user, and to determine which features that the user will want may require you to listen to your communityCreating basic guidelines are required, but once you have an active community, don’t waste time policing.
