strategic community management 2011
DESCRIPTION
Presentation given on 9/6/2011 for the Social Media & Community Summit in HamburgTRANSCRIPT
The Social CompanyOntdek de kracht van het sociale web
Strategic importance of Community Management
June 9th 2011
Kirsten Wagenaar
Strategic Community Management starts at the
beginning
No community can be succesful without setting
the right objectives
Repeat customers
Cost reduction
Customer service
Feedback & Co-creation
Recruiting
Before you start• What do wish to achieve with the community?• How does the community fit into the general business
strategy?• Who are potential members. Where are they?• Is the organisation involved enough?• When is the community considered succesful?
• What will be measured?
• Which topics could be relevant and interesting?• What is expected from the members?• Is there a moderating strategy?
• activation, abuse, content, guidelines, rules etc
Nothing new
Why join your community?
• Fun• Keep in touch• New contacts• Feeling of belonging• Business objectives• Self expression• Social status• Altruïsm
It’s all about sense of
communityPeople, relations,
belonging and trust
Niche communtiesDare to choose!
The social ecosystem Research & understanding
First members
Atmosphere
Another community?One of the many pubs on the street
It only takes just one person
Moderation is like being
a concierge, traffic cop, gardener, cheerleader,
host, spam warrior, mediavore and empath
at the same time
Guidelines and rules
Activation
How to activate
• Relevant content– On the landingspage
• Personal requests– E-Mail or DM
• Connect
• Reward / Ranking
• Mutual interests & goals (cooperation)
• Entertain– polls, actions, games
• Crossposting through outposts– Twitter
• Offline events
• Notifications
• News letters
• Partnerships
Participation
Reward good behaviourMake rules, use and project them
Klik op het pictogram als u een afbeelding wilt toevoegen
Crisis situations
Trolls, criticasters, negativity and spamming
Don’t feed the trolls!
24 hour workload ?
Empathy
Trust the community
A succesful community
makes a better organisation
Klik op het pictogram als u een afbeelding wilt toevoegen
Measure!
What you measure depends on
your objectives
Sales• Membership fee• Products (through the community)• Through other channels (events, community
gadgets)• Increased number of pageviews website
Cost reduction• Marketing• Staff (Customer Service)• Recruitment• Feedback and innovation
Measure successful interaction according to your goals:
• Email newsletter signup• Blog subscription• Contact form submission• Content creation• Content download• Number active community members• Contest entry• A purchase
The Community ManagerProjectmanager/moderator/social media expert
Pioneer Organised
Patience
Initiative
Connector
Knowledge of the organisation and
business objectives
Empathy
Facilitator
Diplomat
Strong communicator
Strategy
ContentReport
ActivationModeration
• Business objectives, positioning of the community, long term vision
• Intrnal and external advocate for the community
• Responsable towards stakeholders
• Feed the community with relevant content (blogposts, video, news, polls, questions, pictures, interviews
• Self of user generated
• Participation• Motivating and
stimulating of members• Continuity of the
community and retention of members
• Develop creative concepts
• Identifying ambassadors, maintain relationships, building of network
• Determine general guidelines and rules (what is allowed/what not) for the community
• Set up procedures and scenario’s for CMS (how to react in various situations)
• Control and protect guidelines by checking content (remove, move approve etc)
• Monitoring, analysing and report user statistics
• Monitoring, analysing and report qualitative and quantitative business objects and successes
• Gather feedback & suggestions
• Present successes and reached objectives to stakeholders
The position of Community
Manager is a fulltime senior
role
Thank you!
www.linkedin.com/kirstenwagenaarwww.twitter.com/kirstenwagenaar