community management overview
DESCRIPTION
A guide to Community Management Programs to engage your customersTRANSCRIPT
Community Management Overview
Matt Warburton
www.linkedin.com/mattwarburton
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The Role of Community Management
Communication
• Communicate key
messages via the product
blogs
– News, education, system
issues
• Utilize new social media
tools to communicate with
customers
– Twitter, Facebook, etc
Community Insights/Advocacy
• Utilize Community feedback
to drive product strategy
and development
– Roundtable advisory panels,
suggestion boards, etc
• Represent the voice of the
user and report community
insights to the broader team
Engagement
• Member engagement
– Welcome new users
– Badging, Levels, etc
– Power User Programs
– Online and offline events to
build loyalty, retention and
Word-of-Mouth
• Develop guidelines and
enforcement policies
• Moderation
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Community Management - Themes and Top Priorities
Listening to the Community
Use Roundtable Program and Advisory Panels to understand the needs of users and influence product and marketing decisions
Utilize suggestion boards and user groups to identify & communicate the top issues to the product teams
Tapping into passions
Create communities for users to learn from each other, access resources, and interact with Yahoo! staff
Feeling the love
Show users that we care about them: reach out to influencers
Organize Power User groups to recognize power users, provide access to staff, educate, and build loyalty
Get the word out
Communicate news and information externally via Blogs and internally via the Community Gazette newsletter.
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Discussion Forums & User Groups
Objectives• Build Loyalty/Retention• Provide user-to-user Support - Decrease CS Costs• Nurture the Sales Process• Drive SEO with UGC
Measurement• UU’s, PVs, Visits, Posts • Questions Answered• Leads, Sales, Renewals, Up-Sell, Cross-Sell• Customer Surveys (Satisfaction, Sales Drivers,etc)
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User Advisory Panels
Objectives• Enable real-time, qualitative user feedback on a variety of
topics including product development and marketing.
Components• In-Person Meeting• Private Group/Discussion Board• Monthly Phone Calls
User Advisory Council Best Practices• 10-15 Users (in-person meeting) • 12 month term• All sign NDA• Communicate insights throughout organization• Close the loop with participants
Measurement• # ideas/suggestions generated• # ideas/suggestions implemented
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Other Community Feedback MethodsSuggestion Boards & Public Voting
Objectives• Collect ranked feedback through public voting
systems
Benefits• Transparency
• Provides ranked suggestions
• Users feel empowered
• Feedback from large # of users
Closing the loop• As with advisory communities, it is important to report
back to the community with updates on how their feedback impacted the business.
Measurement• # ideas/suggestions generated• # ideas/suggestions implemented
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Communication:Product Blogs, Twitter, etc
Objectives
• Product blogs effectively broadcast news, educate users and gather feedback.
• Use Twitter, Facebook, YouTube and other new communication tools
Measurement• PV’s & UU’s• Tweet stats - clicks, re-tweets
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Community Engagement - Offline EventsTown Halls, Meetups, Member Organized Events
Objectives• Engage and recognize power users.• Communicate news, build loyalty and WOM.
Measurement• Attendance• Satisfaction Survey
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Community Engagement - Online Events Workshops, Webinars, Podcasts & Screencasts
Objectives• Engage users with a multimedia
communications format. • Communicate news and build loyalty.
Measurement• Attendance• PVs of transcript
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Power User Programs
Objectives• Engage and recognize Power Users• Provide additional benefits/permissions to Power Users
• Solicit feedback on ways to make products better