Driving Results from Enterprise Community

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It’s one thing to manage a community of 100 people, but how do you scale to a community of 100,000? Especially when they’re your customers and they all have different needs? You may create the platform for a community, but without nurturing and guiding them you may be losing control, as well as the value a community focused around your brand could offer. How do you make sure you keep your community happy and healthy while making sure it still solves business objectives?

If you’re managing communities on behalf of brands large or small, join us to discuss the challenges community management presents and how to solve those challenges.

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  • Understanding and managing the touch points and scale of your social presenceLow barrier to adoption => unmanaged account sprawlFocus on sentiment alone => miss activity, risks, and opportunities on what your company is responsible forManual moderation/measurement => Rapidly rising costs, reduced effectiveness, risks of PR crisesEstablishing governance policies and processes to protect your brandSocial accounts & applications live outside the corporate network => corporate governance and security risksSiloed account owners => no auditing of account accessManual moderation for content on accounts => higher probability for errors and crises
  • Understanding and managing the touch points and scale of your social presenceLow barrier to adoption => unmanaged account sprawlFocus on sentiment alone => miss activity, risks, and opportunities on what your company is responsible forManual moderation/measurement => Rapidly rising costs, reduced effectiveness, risks of PR crisesEstablishing governance policies and processes to protect your brandSocial accounts & applications live outside the corporate network => corporate governance and security risksSiloed account owners => no auditing of account accessManual moderation for content on accounts => higher probability for errors and crises
  • Driving Results from Enterprise Community

    1. 1. Brought to you by Driving Results from Enterprise Community
    2. 2. Thanks to our Sponsor…. Where great digital experiences begin… http://www.acquia.com/
    3. 3. Join the Conversation…
    4. 4. Our Speakers Caty Kobe is the Director of Community for Get Satisfaction, primarily responsible for community and customer support strategy. By day she spends a lot of time evangelizing the business of community, teaching CM tips and tricks to new customers, and leading an awesome community team. @catykobe Derek Peplau is director of solutions product marketing at Acquia. He has worked for 15+ years building and marketing collaboration, community and social technologies at the likes of Cisco-WebEx, Kantar Media and Mzinga. @peplau Devin Redmond is the Co-Founder & CEO of Nexgate - an innovative social media brand protection & compliance company. As a seasoned security executive & product leader with over 16 years of experience in public & private companies, Devin is passionate about leveraging technology to address the security, measurement, & management challenges organizations face in cloud, mobile, & social environments. @DevinHRed Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books. @pauldunay
    5. 5. Define your rules and commit to them.
    6. 6. Keep the feedback loop in motion.
    7. 7. Make it easy for members to care & share
    8. 8. Know your Super Users.
    9. 9. Case Study: Daimler Challenges: • Needed to be able to better understand an easy and cost-effective way to recognize new trends with their target group for their Mercedes-Benz brand of compact cars Drupal Solution: • Group participation including Computer Aided Web Interviewing (CAWI) questionnaires, hosted chats, an interactive forum, and creativity contests. Social Research Results: • Allowed users to score their advertising campaigns, resulting in over 2,000 user rating • Now have the whole toolbox of quantitative market research at their fingertips. • Generated over 7,000 comments on 300 topics • Received the “Best Study 2011” award from the Federal Association of German Market and Social Researchers
    10. 10. The Importance of Moderating Bad Content
    11. 11. „Negative‟ vs. „Bad‟ Content  Wastes community manager time  Skews your metrics (if you count that in your engagement and fan numbers then…)  Runs counter to the whole purpose of creating meaningful engagement and it alienates your important audience Bad content is spam, racism, hate, abuse, malware including text and links, and it’s not ‘OK’
    12. 12. What you can do Add a policy to your account  Clearly articulate rules for your account  It has precedent (US Act 230, ASB requirement, and more) Enforce that Policy  Be Consistent & help community managers with clear rules and tools  Use technology to save time and resources while improving the coverage and protection for your followers Create & Publish Your ACUP  Articulate what you will and will not allow  Make a pact with your followers to provide a safe social community
    13. 13. Driving Results from Enterprise Community Caty Kobe Director of Community August 20, 2013
    14. 14. @CatyKobe | @GetSatisfaction | @SocialMedia2Day Fun Fact: On average, customers will tell 15 people about good experiences, and 24 people about bad experiences. (Source: http://amex.co/UfNc6X) Negativity can be prevented by: – Answering questions completely – Closing the loop on outstanding issues – Having authentic and transparent conversations with your members Have a plan for managing negativity in place at the launch of your community 15 Common Issue: Negativity
    15. 15. @CatyKobe | @GetSatisfaction | @SocialMedia2Day Set appropriate expectations for a response – Post it on the homepage – Include information in email notifications Get organized! – Tag the content so it can be easily found – Feature top content to improve discoverability Use your platform‟s tools – Archive content that isn‟t useful for multiple people – Merge duplicate content 16 Common Issue: Content Tsunami
    16. 16. @CatyKobe | @GetSatisfaction | @SocialMedia2Day Tone & sentiment! – Are community members generally positive? – What language are they using? Activity – Find balance between content quality and quantity – Create an “Engagement Scale” Nature of engagement – How many members are coming back repeatedly? – Are community members readily engaging with one another, or just with your team? 17 Signs of a Healthy Community
    17. 17. Join us for our next webinar… #smtlive 27 Aug http://socialmediatoday.com/social-enterprise-webinar The 21st Century Social Enterprise, Starring You: Building a Modern Personal Brand
    18. 18. Liked our webinar? Join us IN PERSON We're super excited about our first-ever conference, The Social Shake- Up...and that's due in no small part to the fact that we can't wait to meet our SMT community (that's you!) face to face. Join us in Atlanta as we bring together major thought leaders, many of our bloggers, and community members to find out what they are doing and how it can impact your business. http://socialmediatoday.com/event #socialshakeup
    19. 19. @CatyKobe | @GetSatisfaction | @SocialMedia2Day What do your customer want from participating in your community? – Not sure? Ask them. Define the value you can (& will) actually offer. Structure your community so that both your company, and your customers, get value from the participation. – You want good UGC, they want to improve their personal brand. Feature the best posts in your community & collateral each week. 20 Providing Value to Customers
    20. 20. @CatyKobe | @GetSatisfaction | @SocialMedia2Day Understand where you need help – Feature requests? Pre-sales questions? Secure stakeholder buy-in – Ideally before the launch of the community – Show the value they will get by participating Set a process – Work with the stakeholder & other team members Measure & adjust as necessary 21 Roles & Responsibilities

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