cipr north west - social summer 12: community management tools and techniques
Post on 17-Oct-2014
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DESCRIPTION
As the old saying goes, technology is scalable but people are not. This is never more true than in social media. As the importance of social channels grows, how can you find the best ways to grow with the demands of your audiences? Here, we will look at some of the tools and considerations you need to take into account to make the management of your social media channels as effective as possible.TRANSCRIPT
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