Effective Community Management

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Slides form my class at PariSoma, where I talked about strategies for effective community management -- strategies and tactics.

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Effective Community Management

  1. 1. building healthy communitiestactics and strategies Maria Ogneva, Head of Community, Yammer
  2. 2. Hello! Nice to meet you!My name is Maria Ogneva,also @themariaI’m Yammer’s Head ofCommunity. I am responsibleYammer’s customercommunities, presence inexternal social channels,content and educationaround community andsocial best practices.Let’s build somecommunities! @themaria
  3. 3. what the heckis community management? social media community building marketing customers talking to each brand story other advocacy creation spaces company talking to driven by a common goal & customers passion customers talking to their problem solving & telling friends stories
  4. 4. another silo? http://www.flickr.com/photos/76635893@N00/2203549363/
  5. 5. strategyvs. tactics http://www.flickr.com/photos/61565201@N00/229158080/
  6. 6. definestrategy externally & internally work cross-functionally policy, governance, best practices internal buy-in focus on business objectives commit to deep co-creation
  7. 7. don’t do it alone @themaria @yammer http://www.flickr.com/photos/44373968@N00/96724309/http://www.flickr.com/photos/47681336@N00/4511076565/
  8. 8. alignment & vision alignment and vision @themaria @yammerhttp://www.flickr.com/photos/58249839@N00/2687043572/
  9. 9. empower through education @themaria @yammer
  10. 10. everyone’s favorite station: WIIFM @themaria @yammer
  11. 11. tie to business objectives
  12. 12. build into processes
  13. 13. goals for your community tap into people’s passions focus on jobs they’ve come to do elevate the conversationconversation: strategic vs. transactional connect people to each other
  14. 14. help people tell stories http://www.flickr.com/photos/43927576@N00/321175469/
  15. 15. customer communities connect customer & companyhttp://www.flickr.com/photos/83165152@N00/1288762325/ http://www.flickr.com/photos/71865026@N00/1264424156/
  16. 16. encourage serendipityhttp://www.flickr.com/photos/thegaffneys/4296340696/
  17. 17. nascent communitieshttp://www.flickr.com/photos/9215253@N08/586305185/
  18. 18. seed content @themaria @yammerhttp://www.flickr.com/photos/43132185@N00/402573680/
  19. 19. your job: get people to talk h"p://www.flickr.com/photos/71865026@N00/3280003051/
  20. 20. promote sharing of success @themaria @yammer http://www.flickr.com/photos/13657368@N00/1752089487/
  21. 21. architect foundation of STRENGTH @themaria @yammer http://www.flickr.com/photos/8427538@N02/2307224581/
  22. 22. the right tools for the job @themaria @yammer http://www.flickr.com/photos/8427538@N02/2307224581/
  23. 23. nurture early advocates @themaria @yammer
  24. 24. clear policy& best practices
  25. 25. moderate without stifling think: traffic control http://www.flickr.com/photos/43102195@N08/4826985761/
  26. 26. let the community evolve norms & self-moderate set the tone with early right users don’t dominate listen and gently nudge let people ask & answer connect people don’t stifle the conversationpromote privacy, transparency, respect
  27. 27. community “gardener” @themaria @yammerhttp://www.flickr.com/photos/47681336@N00/4511076565/
  28. 28. community manager success traits passionate inspired by stories, helping, learning & people inspires others to act, understands WIIFMindustry knowledge / commitment & business acumen well-connected internally & externally unafraid, comfortable w/ discomfort, owns decisions tactful & diplomatic, humble & confident patient & creative
  29. 29. partnership between Company & Customer http://www.flickr.com/photos/53323105@N02/5416543588/
  30. 30. experience chasm http://www.flickr.com/photos/51378257@N00/2248361060/
  31. 31. be proactive,not reactive
  32. 32. causes ofsocial media crisessource: altimeter group 15% exposure of poor experience 12% violation of ethical guidelines 8% rogue employees
  33. 33. BRIDGE theGAP
  34. 34. doing beingsocial media a social businessexternal holisticanother silo cross-functionalfocused on PR focused on learningshort-term focus long-term focusephemeral systematicfashionable transformative
  35. 35. 1. listen 2. understand 3. speak
  36. 36. have a response plan in crisis and “in peace”
  37. 37. turn data into insights predict patterns
  38. 38. learn evolve co-createFail fast, learn and be humble
  39. 39. turn critics into fans RAVEABLE & fans into community INVESTED IN FUTURE RECOMMENDER! ADVOCATE! BELIEVER! ADVOCATE community “LAZY” ACTION! ADVOCATE! MAY SWITCH SWITCHER! SWITCHER! WILL PROBABLY LEAVE opportunity QUIET ATTRITION! COMPLAIN! BAD DON’T CARE LIKE SPEAK UP CO-CREATE ! CUSTOMER EXPERIENCE FAN BEHAVIOR !
  40. 40. turning product feedback into something actionable http://www.flickr.com/photos/48889065425@N01/2064102608/
  41. 41. customer stories = new marketinggive them something to rave about http://www.flickr.com/photos/99037763@N00/2385084652/
  42. 42. connected empowered employee
  43. 43. empower employees to act http://www.flickr.com/photos/76805197@N00/2494733608/
  44. 44. become truly connected
  45. 45. ✓ people sharing stories signs of healthy ecosystem ✓ profiles & pictures ✓ increase in new posters✓ prevailing culture of help✓ ambassadorspeople posting content ✓ ✓ prevailing culture of help ✓ executive involvement ✓ growth of Yambassadors ✓ Yamification, swag ✓ profile pictures✓ executive support ✓ increase in new posters ✓ recognized as the place to access knowl ✓ flash mobs! ✓ recognized as the place to access knowledge @themaria @yammer http://www.flickr.com/photos/29884944@N00/109201435/
  46. 46. remember...behavior change is hard
  47. 47. it is soWORTH IT
  48. 48. get supportjoin peer communities to be a community leader, http://www.flickr.com/photos/72296542@N00/353467486/ be a member first
  49. 49. Thank you! Contact: @themariaabout.me/themaria

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