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- 1. www.emoderation.com CMNL Masterclass Blaise Grimes-Viort – VP of Community
- 2. www.emoderation.com Who I am 10+ years experience Building and managing large teams of moderators, community managers and volunteer community leaders Starting and raising community traffic and engagement Launching successful social media presences and campaigns About my Community Management journey
- 3. www.emoderation.com My journey into Community Management #
- 4. www.emoderation.com My path About my Community Management journey
- 5. www.emoderation.com Brands About my Community Management journey
- 6. www.emoderation.com Personality Traits About my Community Management journey Passion Patience People Communicator Self-motivation Technical Purpose Facilitator Editorial
- 7. www.emoderation.com Operational aspects of Community Management within the organisation #
- 8. www.emoderation.com Positioning Operational aspects of Community Management Editorial Marketing PR Customer Service TechnicalSales Community Team
- 9. www.emoderation.com Organisational Structure - Department Operational aspects of Community Management VP of Community Lead Community Manager Senior Community Manager US Senior Community Manager UK Lead Community Manager Lead Community Manager Lead Community Manager Multilingual Community Managers
- 10. www.emoderation.com Organisational Structure - Project Operational aspects of Community Management
- 11. www.emoderation.com The roles in play within effective Community Management #
- 12. www.emoderation.com Community Management roles The Moderator
- 13. www.emoderation.com Community Management roles The Community Manager
- 14. www.emoderation.com Community Management roles The Community Strategist
- 15. www.emoderation.com Creating workflows for effective Community Management #
- 21. www.emoderation.com Addressing Community Management team resourcing #
- 23. www.emoderation.com Identify main activities Resourcing Social Listening Editorial Calendar Community Management Analysis Strategy Influencer Outreach Moderation
- 24. www.emoderation.com Identify individual tasks Resourcing Channel Task Volume Frequency Blog Blog post 1 Weekly Twitter Status update 3 Daily Facebook Status update 1 Daily Pinterest Pin 4 Daily Forum Top post newsletter 1 Weekly Forum Seeding threads 2 Daily
- 28. www.emoderation.com End of Part 1 - Questions #
- 29. www.emoderation.com Starting with Social Listening / Monitoring #
- 32. www.emoderation.com Purpose Social Listening Brand Monitoring (volume of men3ons, sen3ment, influence of people talking about you Influencer Research (influence score, fans/followers -‐ reach) Reviewing consumer brand engagement (men3ons, responses, reshares, inbound links, traffic from social Customer Service (sen3ment, cases raised, resolu3ons, responses) Broader Market Research (share of voice, men3ons, sen3ment, influence)
- 33. www.emoderation.com Keeping your community safe through Moderation #
- 34. www.emoderation.com Why moderate? Moderation Safety: protects the safety of people using the site, particularly, but not exclusively, children Engagement & loyalty: provides opportunities for members to create, explore and use a service in a pleasant environment free of conflict Brand Integrity Educates members about appropriate and safe online behavior Encourages interaction Complies with the law, industry compliance and online best practice
- 38. www.emoderation.com Escalations Moderation Child Abuse Suicide Bomb threats Terrorist threat Threat of murder or harm to individual Threat to entity or building Promoting self-harm or pro-anorexia
- 40. www.emoderation.com Golden rules Moderation - Don’t make any direct contact with members - Don’t follow links that are obviously illegal - Hide rather than delete content as it may be used as evidence - Don’t download illegal content (e.g. child abuse images) onto your computer, even if this is to save it as evidence for the police - Treat threats as real unless you are absolutely sure it’s a hoax
- 41. www.emoderation.com Effortless rules of Engagement #
- 43. www.emoderation.com Setting expectations Engagement Have modera3on staff available 24/7 in shiKs where possible if the community is ac3ve around the clock Try not to post in the forum on off hours Implement automa3on where possible Encourage forum members to help others.
- 44. www.emoderation.com Human behaviour Engagement altruism enjoyment status seeking reputa3on seeking
- 45. www.emoderation.com Engagement Main challenge faced in building a community? People don’t behave the way you expect or want them to.
- 46. www.emoderation.com Challenge of perspective Engagement This is what I think, and I know I’m right I think different, and I know I’m right… Which makes you an idiot
- 49. www.emoderation.com Mastering the Editorial process #
- 50. www.emoderation.com Things to consider Engagement Allow for delega3on of tasks and oversight for all to see what is upcoming and needs working on Work up a plan of ac3on around cultural and news events Plan weekly or monthly themes in addi3on to the ad-‐ hoc news reac3ons to encourage followers to keep checking back
- 51. www.emoderation.com Social Media Crisis What feeds it? Marke3ng campaigns Site editorial planning Business direc3on Sales targets Product development Community Editorial Calendar
- 52. www.emoderation.com Social Media Crisis Example template
- 53. www.emoderation.com Social Media Crisis Effective content Secret Wonder Destruc3on Connec3on Awww Spectacular Surprise Sexy Self-‐consciousness
- 54. www.emoderation.com Dealing with a Social Media Crisis like a PR pro #
- 56. www.emoderation.com Social Media Crisis Action Plan Iden3fy the crisis: if it is one Check facts before responding Assemble the team and ensure contact details are always updated Agree response and tone Ensure you are consistent across all channels (email, website, TwiXer, Facebook): everything will be shared by customers across all channels During a crisis every move will be scru3nised so make sure every detail is double-‐checked Consider talking to your search agency to take posi3ve ac3on to neutralise coverage on search engines Don’t create your own crisis: don’t address an issue in a community where no-‐one knew there was an issue to start with Authorise your community manager to act on your behalf
- 58. www.emoderation.com Social Media Crisis Social Media Crisis Simulator Video demo
- 61. www.emoderation.com eModeration Ltd The Media Village 131-151 Great Titchfield St London W1W 5BB UK © eModeration Limited 2013. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any third party without the written permission of an authorised officer of the company. Contact us today Tel: +44 (0) 203 178 5050 Email: info@emoderation.com