building branded communities (presented to #omnldn 30 aug 2012)
DESCRIPTION
Lisa Barnett, Senior Community Manager at eModeration, talks about building branded communities at #OMNLDN 30 August 2012TRANSCRIPT
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Building Branded Communities
(See the video of Lisa’s talk here)
Lisa Barnett, Senior Community Manager
eModeration
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First, Some Definitions
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What is Community?
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How Do You Feel About Online Communities?
• A dangerous place full of weirdos
• A scary place full of teens who speak in a language I
don’t understand
• A useful place to go for specific information (e.g. support
forums)
• A wonderful way of connecting with people all around the
world who are on my wavelength
• A place which enables me to interact with my customers
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Why have a Community?
Market Research
R&D
Collaboration
Evangelism Customer Service
Community
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Community Management
Growing Building Nurturing
Facilitation
Negotiation Strategy
Collaboration
Conflict Management
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Why Community Management?
Main challenge faced in building a community?
People don’t behave the way you expect or want them to
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Tools Allow for free and easy communication
Leadership Encourage the behaviour you want to see in the community
Culture Ideas and egos are fragile, so create a safe haven
Community Management is the Answer
Community Management allows the shaping of all of the above
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Enter the Community Manager
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A Jack of All Trades
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Inside the Mind
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Traits of the Community Manager
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The Community Manager Diet
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Community Management Best Practice
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Your Audience
• Understand your members
• Build trust
• It’s not about you
• Foster belonging
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Make It Valuable
• Demonstrate the value of community
membership
• Look beyond the obvious
• Communities create a stickiness
• Think long term
• Let Your Members Promote
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Build the Right Community
• Look after your garden
• Protect membership from
sales
• Promote thought leadership
• Encourage positive
outcomes
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Build the Right Community
• Size Matters
• Men & Women Participate
Differently
• Social media &
community are not the
same
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Be Realistic
• Building communities takes time
• Win small victories
• Build guidebooks or playbooks
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Support Community Managers
Your community manager
needs authority
Acknowledge the often
overwhelming nature of the
community manager role
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Setting Expectations
• Have moderation staff available 24/7 in shifts where
possible if the community is active around the clock
• Try not to post in the forum on off hours
• Implement automation where possible
• Encourage forum members to help others
When building a new community, it is critically important
to set the availability expectations with customers upfront
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10 steps for building a great branded community
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1. Set your objectives
• But be prepared to be flexible
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2. Make your tools easy to use
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3. Don’t try to be everywhere
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4. Keep it clean and safe
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5. Set expectations
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6. Have engaging content
But not full of marketing messages
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7. Be consistent
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8. Incentivise your audience
What’s in it for me?
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9. Empower your champions
• Publicly recognised as your power users • Can act as your eyes and ears • Get moderator status • In return, you share freebies/discounts/special
offers with them
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10. Don’t be afraid to ask
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Thank you
Lisa Barnett
Senior Community Manager eModeration
uk.linkedin.com/in/lisabarnett
www.twitter.com/lisab88