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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.
