1. COMMUNITY MANAGEMENT TOOLS AND
TECHNIQUES
Paul Fabretti
Digital Director, Brazen PR
@paulfabretti
CIPRsm

2. WHAT WE’RE GOING TO COVER
1. What IS community management?
2. Why is there a problem?
3. Common community management
issues
4. So what do you need to think about?
5. Questions
CIPRsm

3. WHAT ARE WE TALKING ABOUT?
 Developing and nurturing an audience
under a common interest:
 Creating content
 Responding to customers:
 Customer service/sales
 Outreach/moderation
 Directing business change
CIPRsm

4. WHY ARE WE TALKING ABOUT IT?
 1: These are tough times:
 Recession PR - more from less
 Undefined role/structure – who and
when?
 Inefficient – time drain
CIPRsm

5. WHY ARE WE TALKING ABOUT IT?
 2: Consumer behaviours changing:
 Always-on – how to keep up
 Shares – good & bad content/experiences
 Collaborates – together consumers are
stronger
 Creates – on-ramp to creativity is much
lower now than ever
CIPRsm

6. TYPICAL CM ISSUES - CHANNELS
 1: Social is multi-format and mobile:
Diverse - different platforms with
different functions
Content types – different formats
Speed of response – real-time
CIPRsm

7. TYPICAL CM ISSUES - GEOGRAPHY
 2: Social is global:
Timings – different time zones
Language – multiple translations
and tones
Variances – local product and
trends
CIPRsm

8. TYPICAL CM ISSUES - ORGANISATION
 3: Social isn’t everyone’s business
 Curation – different teams, different plans
 Purpose – comms or marketing or CS
 People – not everyone cares (or knows)
as much as you
 Feedback – how does the business learn
CIPRsm

9. CM PLANNING CHECKLIST – AUDIENCE
 1a: Know:
 You & your products
 Your competitors
 Your sector
YOU
 Where
 Media Used
 Metrics
CIPRsm

10. CM PLANNING CHECKLIST – AUDIENCE
 1b: Know:
 Media split – which are your time-
consuming channels
 Themes – recurring issues or praise
 Content – conversations or mentions
 People – Influencers or Passives
CIPRsm

11. CM CHECKLIST – THE AUDIENCE
Understanding the media split is crucial – know where you time-consuming channels are
CIPRsm

12. CM CHECKLIST – THE AUDIENCE
15%
230
4%
6
10% 2
44
Understanding the media split is crucial – know where you time-consuming channels are
CIPRsm

13. CM PLANNING CHECKLIST – TIME
 Twazzup:
 Velocity
 Influencers
 Popular:
 users
 hashtags
 keywords
CIPRsm

14. CM PLANNING CHECKLIST – INFLUENCERS
 Socialbakers:
 Key Influencers
 Twitter & Facebook
 Most engaged
users
 Post
reach/engagement
CIPRsm

15. CM PLANNING CHECKLIST – CONTENT
 edgerankchecker:
 Content performance
 Evaluate news stream
visibility/ average
engagement metrics
for each post
 Identify optimum
times/content for your
sector
CIPRsm

16. CM PLANNING CHECKLIST – TIMINGS
 Expectations:
 Routine
 Opening hours
 Setting
expectations
 House rules
CIPRsm

17. CM PLANNING CHECKLIST – CONTENT
 retweetrank:
 Reach and Exposure
 Average RT/Tweet
 Total RT’s
 Influencers
 Follower growth and
more
CIPRsm

18. CM PLANNING CHECKLIST – PEOPLE
STRATEGIST COMMUNITY EDITOR RESEARCHER
MANAGER
• Commercial • Delivery of • Writing • Brand
objectives content plan • Status monitoring
• Metrics • Content Updates (and • Competitor
• Process (sourcing, moderation accompanying analysis
posting, moderation) • Influencer/Detr multimedia • Content
• Content Strategy: actor content) gathering –
(frequency, time, management • Blog posts internal liaising
content type, • Issue
moderation process) escalation
• Internal strategic • “General”
liaison conversation
CIPRsm

19. CM PLANNING CHECKLIST – POSTING
 Content plan:
 Annual plans
 2/3-months
ahead
 Localisation
 Legal approval
 Assets (lead
times)
 Posting schedule
 A SHTF plan
CIPRsm

20. CM PLANNING CHECKLIST – MODERATION
Take reasonable
action to fix issue
and let customer
know action taken
POSITIVE NEGATIVE Yes Yes
Do you Evaluate Does customer
No Assess the
want to the need/deserve
message
respond? purpose more info?
Yes Yes Are the No
No Unhappy Gently correct
facts
Response Customer? the facts
correct?
No
Dedicated Yes Are the No
Yes Can you No Complainer facts
add value?
? correct?
No Yes
Is the
Respond in Explain what is
Thank the problem Yes
kind & Comedian? being done to
person being
share fixed? correct the issue.
No
Yes
Let post stand
and monitor
CIPRsm

21. CM PLANNING CHECKLIST – PLATFORMS
 Platforms:
 Auto-schedule
 Team
roles/permissions
/assignments
 Moderation
queue
 Content/user
flagging
 Engagement
analytics
CIPRsm

22. SUMMARY
 Check volumes/channels
 Categorise content/issues
 Know who/what to respond to
 Use a professional tool (to schedule,
moderate, assign)
 Plan ahead – content gathering
 SHTF plan
CIPRsm

23. Questions
CIPRsm

24. THANK YOU
The next Social Summer sessions are:
•In the race for more followers and fans, have
brands forgotten about the importance of
engagement? – 13 September
•Social TV – A fertile ground for engagement
and a nightmare for crisis – 20 September
CIPRsm