Effective Community Management

1. building healthy communities tactics and strategies Maria Ogneva, Head of Community, Yammer

2. Hello! Nice to meet you! My name is Maria Ogneva, also @themaria I’m Yammer’s Head of Community. I am responsible Yammer’s customer communities, presence in external social channels, content and education around community and social best practices. Let’s build some communities! @themaria

3. what the heck is 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. another silo? http://www.ﬂickr.com/photos/76635893@N00/2203549363/

5. strategy vs. tactics http://www.ﬂickr.com/photos/61565201@N00/229158080/

6. deﬁne strategy externally & internally work cross-functionally policy, governance, best practices internal buy-in focus on business objectives commit to deep co-creation

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. alignment & vision alignment and vision @themaria @yammer http://www.ﬂickr.com/photos/58249839@N00/2687043572/

9. empower through education @themaria @yammer

10. everyone’s favorite station: WIIFM @themaria @yammer

11. tie to business objectives

12. build into processes

13. goals for your community tap into people’s passions focus on jobs they’ve come to do elevate the conversation conversation: strategic vs. transactional connect people to each other

14. help people tell stories http://www.ﬂickr.com/photos/43927576@N00/321175469/

15. customer communities connect customer & company http://www.ﬂickr.com/photos/83165152@N00/1288762325/ http://www.ﬂickr.com/photos/71865026@N00/1264424156/

16. encourage serendipity http://www.flickr.com/photos/thegaffneys/4296340696/

17. nascent communities http://www.ﬂickr.com/photos/9215253@N08/586305185/

18. seed content @themaria @yammer http://www.ﬂickr.com/photos/43132185@N00/402573680/

19. your job: get people to talk h"p://www.ﬂickr.com/photos/71865026@N00/3280003051/

20. promote sharing of success @themaria @yammer http://www.ﬂickr.com/photos/13657368@N00/1752089487/

21. architect foundation of STRENGTH @themaria @yammer http://www.ﬂickr.com/photos/8427538@N02/2307224581/

22. the right tools for the job @themaria @yammer http://www.ﬂickr.com/photos/8427538@N02/2307224581/

23. nurture early advocates @themaria @yammer

24. clear policy & best practices

25. moderate without stifling think: traffic control http://www.flickr.com/photos/43102195@N08/4826985761/

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 conversation promote privacy, transparency, respect

27. community “gardener” @themaria @yammer http://www.ﬂickr.com/photos/47681336@N00/4511076565/

28. community manager success traits passionate inspired by stories, helping, learning & people inspires others to act, understands WIIFM industry knowledge / commitment & business acumen well-connected internally & externally unafraid, comfortable w/ discomfort, owns decisions tactful & diplomatic, humble & conﬁdent patient & creative

29. partnership between Company & Customer http://www.ﬂickr.com/photos/53323105@N02/5416543588/

30. experience chasm http://www.ﬂickr.com/photos/51378257@N00/2248361060/

31. be proactive, not reactive

32. causes of social media crises source: altimeter group 15% exposure of poor experience 12% violation of ethical guidelines 8% rogue employees

33. BRIDGE the GAP

34. doing being social media a social business external holistic another silo cross-functional focused on PR focused on learning short-term focus long-term focus ephemeral systematic fashionable transformative

35. 1. listen 2. understand 3. speak

36. have a response plan in crisis and “in peace”

37. turn data into insights predict patterns

38. learn evolve co-create Fail fast, learn and be humble

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. turning product feedback into something actionable http://www.ﬂickr.com/photos/48889065425@N01/2064102608/

41. customer stories = new marketing give them something to rave about http://www.ﬂickr.com/photos/99037763@N00/2385084652/

42. connected empowered employee

43. empower employees to act http://www.ﬂickr.com/photos/76805197@N00/2494733608/

44. become truly connected

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. remember... behavior change is hard

47. it is so WORTH IT

48. get support join peer communities to be a community leader, http://www.ﬂickr.com/photos/72296542@N00/353467486/ be a member ﬁrst

49. Thank you! Contact: @themaria about.me/themaria

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