Online community practice & strategy


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Thinking through the basics of the components of online community and social media strategy, and how to implement these in practice, in a few slides. Please follow me on Twitter: @stuartgh to find out more tips & ideas.

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Online community practice & strategy

  1. 1. presentation by Stuart Hall Good practice & strategy: online community & social media
  2. 2. Introduction: the simpler the better <ul><li>A good strategy = simple strategy: one that can be implemented, measured & adapted to promote growth (offline & online) </li></ul><ul><li>Implementation and metrics go hand in hand so it’s clear what’s working & why </li></ul><ul><li>Results can be feedback to advance new & existing objectives, to drive performance </li></ul>
  3. 3. Strategy
  4. 4. The importance of guidelines & governance <ul><li>Need consistent use of the community guidelines – and for them to be owned by the community: culture is key </li></ul><ul><li>Needs also to be guidelines for staff & offline groups on how to use social media: with training workshops > online support </li></ul><ul><li>Plus agreement on how to respond to difficult community questions & system to log issues </li></ul>
  5. 5. Objectives > metrics > results <ul><li>Any such strategy needs to founded on meeting organisational aims </li></ul><ul><li>Objectives need to be measured, monitored and targets agreed, with allocated actions linked to team objectives & appraisal </li></ul><ul><li>Periodic healthcheck to guide to success </li></ul><ul><li>Challenge is to measure readers offline </li></ul>
  6. 6. Engaging your audiences <ul><li>Core purpose of social strategy is to promote engagement, not just member numbers? </li></ul><ul><li>Engagement success is based on an understanding of what your audiences want </li></ul><ul><li>Strategy for engagement needs to start from inside out – first with existing presence </li></ul><ul><li>Use listening tools to reach right people in right places: finding ‘influencers’ </li></ul>
  7. 7. The feedback ‘figure of eight’ <ul><li>‘ Use or lose it’ - strategy needs to connect offline & online groups & events, networks & consultation </li></ul><ul><li>Tactics need to fit both member and org goals > connecting site & community in a feedback figure of eight </li></ul><ul><li>Key contributions will be those that publicly impact on content, processes or products </li></ul>
  8. 8. Practice
  9. 9. First step: create a workable strategy <ul><li>Start with understanding of digital strategy </li></ul><ul><li>Then lead the development of an online community & social media strategy </li></ul><ul><li>Based on audit of current state of online community, and social media assets </li></ul><ul><li>Internally to include team approach, through to success in meeting overall objectives </li></ul>
  10. 10. Second step: match up strategy & objectives <ul><li>As a result create a practical strategy as the roadmap for development </li></ul><ul><li>It in turn would be supported by agreed objectives, metrics & targets </li></ul><ul><li>Which would be matched vs. individual team objectives, with system of overall & individual performance monitoring put in place </li></ul>
  11. 11. Third step: guidelines & governance <ul><li>Moving to improving engagement would first focus on the community and look to improve role of advocates/champions </li></ul><ul><li>Plus implement clearer, shared community guidelines & system for recording issues </li></ul><ul><li>And set up an internal shared learning resource for examples of good practice and issue resolution for the team </li></ul>
  12. 12. Fourth step: promoting the community <ul><li>Next need to look better promote the value of the community for the audiences - making sure its promoted at offline events & conferences </li></ul><ul><li>Plus use existing social media tools to also drive awareness and engagement of the community, such as Facebook group </li></ul><ul><li>Create feedback loop between the two </li></ul>
  13. 13. Fifth step: interaction and integration <ul><li>Finally look to enhance use of social media tools in line with objectives through interaction and integration </li></ul><ul><li>Integration in sense of meeting objectives for overall strategy, and to allow community to share posts via Twitter for example </li></ul><ul><li>But need to allow individual voices, rather than an organisational one, to get full value </li></ul>
  14. 14. Finally.. <ul><li>Aim is to create a strategy that is clear in its objectives – ask what will success look like? </li></ul><ul><li>To support its implementation with metrics & monitoring, with clear team responsibilities </li></ul><ul><li>To ensure feedback from audiences, metrics, and results is all acted upon </li></ul>
  15. 15. Any questions?