Building a Content Plan & Successful Online Community Management

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Building a Content Plan &Successful Community Management

Paul Schneider

Association Social

Media 101

Focused on the

Technology

Association Social

Media 201

Focused on the Content

Content is King

Content will drive use of the site

“Internet users continue to spend the majority of their time with Content sites. Up from 34% of total time spent in 2002 to 42% in 2009, a 24% increase.”

-Online Publishers Association

Without initial content, there is no hope for building the community around it.

Without initial content, there is no hope for building the community around it.

Building Blocks to a Successful Community

Know Your Audience

Create a Content/Communication Plan

Establish a Community Manager

Measure

Know Your Audience

Who are Your members?

What Are Your Members?

Why Are Your Members?

Content Plan-An Example

Keys to a Successful Content Communications Plan

Establish the Types of Communications you will have

Determine what needs to be done for each type of communication

Determine who will own the deliverable content

Determine the necessary frequency of each communication to build out plan

If you do it right-Your content plan becomes a promotion and marketing plan as well

Community Manager-Why?

Julie Secor says: Hello. Anyone there?

Qualities of a Good Community Manager

Understand Social Media

Good Project Management Skills

Understand the Larger Vision

Needs to have Proper Authority

Old/Young does not matter

Measure

Lead Generatio

n

•Request for information

•Unique URL tracking

•Online sales numbers

•Integration with lead nurturing techniques

Website

traffic

•Unique visitors

•Product-specific views

•Versus competitors

Registratio

ns

•Surveys•Contests•Webinars•White papers

Download

s •Product•White

papers

Blog

•Mentions in other blogs

•Comments•Links•Unique views

Microblogs (Twitt

er)

•Followers•@replies•Keyword•#hastag use•Retweets

Video (YouTube)

•Views•Subscribers

•Comments•Viral distribution

Social Network

(Facebook, LinkedIn)

•Group members

•Comments•Responses

Determine what Success Means to You

We were able to learn something about customers

we’ve never known before

We were able to tell our story to

customers and they shared it with others

A blogging program where there are more customers talking back in

comments than posts

An online community where customers are self-supporting each other and costs are

reduced

Manage Expectations

A successful online community can take a lot of one persons’

time or a little of a lot of peoples’ time-but it will take

time.

Adoption of a new online community will be incremental,

not monumental.

Thank You!

Paul SchneiderSociouspschneider@socious.com602-734-5353Twitter: @paulschneideraz