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One Year Of Managing The Gumtree Community: Lessons Learnt
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Community management.
From the trenches
Pic: zoey_pep
Heard about the new Gumtree?
And what did ouradoring fans say?
Pic: nakamurafan
“Great new Gumtree layout!”
“Can i just say, the new Gumtree is hot! :)))))))) Well done... you have an extra fan.”.
Most love it
“Why the f*$% so much white? I have a 22” monitor?”
“I’m pretty shocked by how terrible it is”.
“crap”
Some, not so much
Don’t be scared!
Pic: Piddy77
So what else have I learnt in my first year at Gumtree?
Pic: merfam
The job: Community manager
The tools: social media
The Role:
Where does social media belong?
Marketing
Online marketing Brand & comms
PPC SEO Partnerships Social Media PR, brand, advertising etc
IT / Tech Customer service PR
You’re either PR or you’re social media
Spam is least tolerated in PR spaces
Not for juniors!
Online communities organise themselves around a common interest
- your brand
Take it offline to increase engagement online
Pic: Renette Stowe
Its not cheap!
Pic: Joe Marinaro
Visits
return visit
Members
Top
do
wn
Bo
tto
m u
p
This is business, reach is important
And to do this you need good content
16
Gumtastic Gumtree Facebook page
7500 Gumtree fans newsfeed
Viewed by an average of 150
friends / fan
Or bribery
An engaged community will bring you traffic
18
May Jun Jul Aug Sep
May Jun Jul Aug Sep
May Jun Jul Aug Sep
Blogs
May Jun Jul Aug Sep
Forums
570 % 1082 %
87 % 63 %
Twitter Facebook
Blogs Forums
Facebook = the future
Pic: ltwp
Quite simply, everyone is on it.
Pic: tallkev
People value their social graph reputation
Pic: milena mihaylova
Facebook is spreadingeverywhere
Pic: TANAKA Juuyoh
A Facebook fan is like an email subscription
Have brand spend in your search marketing budget
But don’t forget about forums!
140k members3.2m posts
Great for FAQCommunity rankingDeep engagement
SEO
