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of Community Management
The Ten Commandments
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What is community?
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-shared interest-shared ownership-shared value.
Meaningful Communities have three things in common:
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1Know your special purpose
COMMANDMENT ONE
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What does it meeeannn??We mean that you have a core set of values or even just one core value or mission that your whole company is bought in on and that you embody so fully it emanates out to your customers. It's the thing that makes you not just another widget creator or bag seller or software company or service provider. It's your reason for existence beyond just making money.
It's from companies like this that communities emerge or are at least more easily created.
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Now you know and knowing is half the battle...
EmbodyIf knowing is half the battle, If knowing is half the battle, then the other half is embodying your special purpose. It starts at the very top, the CEO embodies the companies special purpose and every employee is empowered to do their jobs in a way that supports this.
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Breeding trust
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2Establish a Social Contract
COMMANDMENT TWO
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http://www.ccpact.com
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Define your social norms in writing - or just edit ours >>>
http://getsatisfaction.com/community_guidelines
This is where you are explicit about your social contract. On Get Satisfaction we have provided an explicit social contract for you. However, you are welcome to add to it for your own customer community so that it meets your specific community's needs.
Define your social norms in writing
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Enforce your rules
Enforce your rules
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Lead By Example
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3Set clear expectations
COMMANDMENT THREE
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What’s the purpose of the community? What should customers expect? For some companies, Community is a core support channel; for others, it may be peripheral. Whatever the case, be sure you set your expectations clearly for both your customers and your internal team.
Define your relationship with your community.
Mogo explicitly states that they want to hear from their customers. In fact, their tagline is “Ask Us Anything!”
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“Need help trouble shooting....”
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Zero Ambiguity
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Establish an internal policy for responseEstablish an internal policy for response
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Evolve your policy as the community grows
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One Caveat
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Co-Creation
Resolution
Brand Equity / Loyalty: Advocate identification
Broad Participation: More than just Ideation
Service and Support / Consumer Relations
It’s really hard to start here
Levels of Community Value
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4Cast a wide net
COMMANDMENT FOUR
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Weave Community Throughout the User Experience
Weave Community Throughout the User Experience
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Bonnaroo puts Community (“Ask Gary Chardonnay”) on their homepage, on a dedicated community page, and inside their Facebook fan page.
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Procter & Gamble’s eStore provides a Community Widget on every page of the site. Not just the home page.
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Don’t go it alone.
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Avoid the echo chamber by fostering diversity
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5Create productive outcomes
COMMANDMENT FIVE
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They don’t like loose ends. They need resolution. Make sure your community is structured in a way that doesn’t leave customers “hanging.”
People need closure.
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These all “resolve”- Questions get Answered- Ideas get accepted / rejected- Problems get solved- Praise gets Acknowledged
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Tide does a great job of acknowledging a customer idea; then other customers pitch in to help create an alternative solution.
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Sorry shouldn’t be the hardest
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Let your customers know they had an impact
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6Make it personal
COMMANDMENT SIX
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Discourage Anonymity
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Use your real name and
voice
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People hate JarGon.
http://getsatisfaction.com/jargon
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7Be a bridge
COMMANDMENT SEVEN
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Community Managers are on the front lines of the Company/Customer relationship. Your job is to be the bridge between both parties to ensure that each is receiving value. Don’t forget, for a Community to be effective, there must be shared value.To each side, you represent the other. This represents challenges and opportunities. It's often a contradiction and you must learn to embrace the contradiction.
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Ombudsman(noun) An appointed official whose duty is to investigate complaints, generally on behalf of individuals such as consumers or taxpayers, against institutions such as companies and government departments.
We liken your role to that of an Ombudsman, except that you’re representing both sides simultaneously.
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Sometimes Bridge = Mediator
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Other times referee
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or many other things.
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Publicize Your Successes
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8Don’t feed the animals
COMMANDMENT EIGHT
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What’s a Troll, you ask?"An Internet troll, or simply troll in Internet slang, is someone who posts controversial, inflammatory, irrelevant or off-topic messages in an online community, such as an online discussion forum or chat room, with the primary intent of provoking other users into an emotional response[1] or to generally disrupt normal on-topic discussion." (wikipedia)
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Almost every successful community will attract trolls. Like Gremlins, it’s how you handle them that matters.
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Respond slowly when “that guy” is being an ass
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Learn to identify trolls.
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The black hole of debate
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9Measure the right things
COMMANDMENT NINE
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What you measure changes depending on what stage you're
at as well as what kind of company you are.
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Don’t put the cart before the horse
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Qualitative metrics are important too.
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But let’s face it, at some point your boss wants to see numbers.
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Support Numbers
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Traffic & Engagement
Numbers
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Return on Investment
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See these case studies and many more at:
www.getsatisfaction.com/success-stories
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1Assemble your Justice League
COMMANDMENT TEN
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Customer Question
First response is from a Customer
Champ
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Know your archetypesand be good at identifying them
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Define the right balance for your community
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Empower your champions
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Developing customer champions is not about hiring an army of free labor to do your work for you.
It’s about empowering your most passionate customers, and recognizing their contribution. Best of all, it works.
Read - http://blog.getsatisfaction.com/2011/02/02/torching-a-straw-man/
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About UsGet Satisfaction powers the world’s best brands to solve problems, give a voice to champions, bring out the best ideas and drive better business.Learn more>>>
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