cipr north west - social summer 12: community management tools and techniques

CIPRNWSocialSummer

COMMUNITY MANAGEMENT TOOLS AND TECHNIQUES

Paul Fabretti Digital Director, Brazen PR @paulfabretti

CIPRNWSocialSummer

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

CIPRNWSocialSummer

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

CIPRNWSocialSummer

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

CIPRNWSocialSummer

§ 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

WHY ARE WE TALKING ABOUT IT?

CIPRNWSocialSummer

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

CIPRNWSocialSummer

TYPICAL CM ISSUES - GEOGRAPHY

§ 2: Social is global: § Timings – different time zones § Language – multiple translations and tones § Variances – local product and trends

CIPRNWSocialSummer

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

CIPRNWSocialSummer

CM PLANNING CHECKLIST – AUDIENCE

§ 1a: Know: § You & your products § Your competitors § Your sector § Where § Media Used § Metrics

YOU

CIPRNWSocialSummer

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

CIPRNWSocialSummer

CM CHECKLIST – THE AUDIENCE

Understanding the media split is crucial – know where you time-consuming channels are

CIPRNWSocialSummer

CM CHECKLIST – THE AUDIENCE

Understanding the media split is crucial – know where you time-consuming channels are

15% 230

10% 44

4% 6

2

CIPRNWSocialSummer

CM PLANNING CHECKLIST – TIME

§  Twazzup: §  Velocity §  Influencers §  Popular:

§ users § hashtags §  keywords

CIPRNWSocialSummer

CM PLANNING CHECKLIST – INFLUENCERS

§  Socialbakers: § Key Influencers §  Twitter & Facebook § Most engaged

users §  Post reach/

engagement

CIPRNWSocialSummer

CM PLANNING CHECKLIST – CONTENT

§  edgerankchecker: §  Content performance §  Evaluate news stream

visibility/ average engagement metrics for each post

§  Identify optimum times/content for your sector

CIPRNWSocialSummer

CM PLANNING CHECKLIST – TIMINGS

§  Expectations: § Routine § Opening hours §  Setting

expectations § House rules

CIPRNWSocialSummer

CM PLANNING CHECKLIST – CONTENT

§  retweetrank: §  Reach and Exposure §  Average RT/Tweet §  Total RT’s §  Influencers §  Follower growth and

more

CIPRNWSocialSummer

CM PLANNING CHECKLIST – PEOPLE

STRATEGIST •  Commercial

objectives •  Metrics •  Process (sourcing,

posting, moderation) •  Content Strategy:

(frequency, time, content type, moderation process)

•  Internal strategic liaison

COMMUNITY MANAGER •  Delivery of

content plan •  Content

moderation •  Influencer/

Detractor management

•  Issue escalation

•  “General” conversation

EDITOR •  Writing •  Status

Updates (and accompanying multimedia content)

•  Blog posts

RESEARCHER •  Brand

monitoring •  Competitor

analysis •  Content

gathering – internal liaising

CIPRNWSocialSummer

CM PLANNING CHECKLIST – POSTING

§  Content plan: §  Annual plans §  2/3-months ahead §  Localisation §  Legal approval §  Assets (lead

times) §  Posting schedule §  A SHTF plan

CIPRNWSocialSummer

CM PLANNING CHECKLIST – MODERATION

Can you add value?

Evaluate the

purpose

Respond in kind & share

Thank the person

Unhappy Customer?

Dedicated Complainer

?

Comedian?

NEGATIVE POSITIVE

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer

know action taken

Are the facts

correct?

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Does customer need/deserve

more info?

Yes

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor

No

Yes

No Yes

Yes

Assess the message

CIPRNWSocialSummer

CM PLANNING CHECKLIST – PLATFORMS

§  Platforms: §  Auto-schedule §  Team roles/

permissions/assignments

§  Moderation queue §  Content/user

flagging §  Engagement

analytics

CIPRNWSocialSummer

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

CIPRNWSocialSummer

Questions