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It's not about you - community management for a brand
1. It’s Not About You:
Community Management
for a Brand
Jessica Spiegel &
Jennifer Dombrowski
2. Jessica Spiegel Currently:
• Freelance writer
• Freelance social media/community
manager
• Plansify community manager
• Italophile, singer, Sazerac enthusiast
Former:
• TBEX community manager
• BootsnAll community manager & staff
writer
• American Cancer Society community
manager (pre-internet)
@andiamo
jessicatravels.com
3. Jennifer
Dombrowski Currently:
• Social media strategist and
communications manager for Grand
Canyon University
• Blogger and content creator
• Shoe-lover, Northern Lights chaser,
oenophile, hiker
Former:
• Customer experience manager
• Employee training manager
@jdomb
jdombstravels.com
4. What is a community manager?
storyteller
marketer
insights
forager
customer
host
therapist liaison
5. What is the brand’s community goal?
customer
service
marketing
content
public
fun
education relations
6.
7. Consumers today expect customer service
over social channels.
of consumers now
expect companies to
provide customer service
via social media. 55%
15%increase in the churn
Failure to respond via social channels leads to
rate for existing
customers.
Synthetix 2012/Gartner 2013
8. “The community decides when it’s a
community. You don’t.”
Mitch Joel, Digital
Marketer & Author
11. It’s Not About You
● Go with the plan (even when it’s not yours)
● Brand sets the social tone
12.
13.
14.
15. It’s Not About You
● Go with the plan (even when it’s not yours)
● Brand sets the social tone
● Grab company name on all platforms, &
then go where the audience is
● Be a social media diplomat
● Remember: You’re not the decision-maker
16. It’s Not (Just) About You
● Do not share only brand content
● Do not share only brand content
● FTLOG, DO NOT SHARE ONLY BRAND
CONTENT
20. Community Teamwork
Benefits of Teamwork
• Diverse interest areas
• Focus on different social
platforms
• Tight-knit team will always
outperform individual
superstar
• Extended service hours &
real-time marketing
21. 32% of people who had ever attempted to
contact a brand, product, or company through
social media for customer support expected a
reply within 30 minutes.
SproutSocial “The Social
Habit” Report 2012
22.
23. Community Teamwork
Benefits of Teamwork
• Diverse interest areas
• Focus on different social
platforms
• Tight-knit team will always
outperform individual
superstar
• Round-the-clock attention &
real-time marketing
Challenges of Teamwork
• Maintaining one brand voice
• Cross-posting, multiple posts
• Thinking someone else is
taking care of it
• Wait, who answered that
question?
27. Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
28.
29. Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
30.
31. Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
32.
33.
34. Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
● Make sure accounts are secure
35.
36.
37. Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
● Make sure accounts are secure
● Don’t try to have the last word with trolls
● Understand hashtags before using them
38.
39.
40. “For the last time, brands of the internet, pay
attention to what you’re doing. Or just do us
all a favor and stop tweeting.”
Jared Keller, Mic.com