Community Management Grows UpMoving Beyond Content Calendars
Created for and presented at PodCamp Toronto 2014
@jeremywright / @joncrowley
• Community Management Today• Why It All Sucks• Imagine A World Where…• Your Content Sucks, But You Can Fix It Super Duper Easy• Getting Your Content Out There Like A Boss• Beer For Questions
Today’s Agenda
• It’s restrictive• It’s messy• Endless revisions, because it’s
treated as 31 separate creative elements
• Last minute changes are unavoidable
The
Proc
ess i
s Bro
ken
Client Sends Feedback
“I feel like this is repetitive and off strategy, please revise.” - client
Wouldn’t it be nice to have a process and tools that worked for ANYONE,
nevermind everyone?
Sepa
rate
The
In
gred
ient
s
• Content Planning• Content Writing• Creative• Community
Management• Client Approvals
• Blocking Charts are yourfriend
• Creates framework forfuture content
• Allows you to align (internallyor with client) on prioritiesand number of posts percontent pillarCo
nten
t Pla
nnin
g
• Should be easier to write• Should allow for greater
flexibility• Should be FUN• Should be reusable• Should be responsive
Cont
ent W
ritin
g
• Plan the narrative• Copywriter writes similar
topics (saves 30% of time)• Posts can “expire”• Allows for greater CM
flexibility• Requires less onboarding of
new CMs
The
Cont
ent
War
ehou
se
• Content without narrativeis death
• Narrative drives engagement• Measure each narrative
across all your channels• MOAR FROM JON!
Build
ing
a Na
rrativ
e
The
Cont
ent W
ind
Tunn
el • Funnels limit, tunnels increasevelocity
• Get obstacles out of the way
• Abandon the idea of howfar out you’re planning
• Focus on constantly improving your narratives
• NOTE: This approachrequires different clientbilling structures ;-)
• Client approvals still matter• Things change, rapidly• Low latency is expensive• The community manager knows
the pulse of your tribeTh
e M
eaty
Mid
dle
You probably don’t always NEED real time speed. Perfect the 95% of the time you can
get away with less.
• Communities are made of stories. So are brands.
• Pick 5 key stories, and map out how they progress each quarter.
• Make posts that reference events, but create MULTIPLE options, so that gametime decisions can be made.Na
rrativ
e Bu
ildin
g
Brand X says
“quality matters”
Brand X says “here is the heritage and
tradition behind our quality”
Brand X says “This is our team. Their
craftsmanship and passion
drive us”
Brand X says “this video will show you the painstaking
process behind our product”
Completely Fictional Narrative Progression
• Your story needs to be interconnected, but each piece needs to stand on its own.
• The narrative you build can be more important than the specific
order or timingBu
ildin
g th
e Pu
zzle
You have a plan of what needs to happen.You have a warehouse of approved
content. You have a person who knows what will work, and when.
You don’t NEED anything else. Get out of your own way.
So: how do you do it?