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There is a world of difference between 'doing social media' and 'community management'. Social networks that need to make money – like Facebook, Twitter and LinkedIn – don't necessarily make building, developing, maintaining and governance within a community easy. A brief overview of community management fundamentals and best practice examples, the business value it can bring to organisations and some of the tools and techniques to make your community management as effective as possible.
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#CIPRSM #CIPRSM
Community management -‐ the difference between 'doing social media' and being an effec8ve #CMGR Michelle Goodall @greenwellys – MCIPR 4th July 2013
SOCIAL SUMMER
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Hello – I’m Michelle Goodall @greenwellys
| May 2013
| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• Social Media v Community Management? • Best practice • Measurement & ROI • Tools and techniques
Click to edit Master title style
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
A group of people who form relationships over a common interest
What is a community?
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
A group of people who are motivated to form relationships online (and offline!) over a common interest
So an online community is…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Practice
Shared strong motivations based on…
Place
Lifestages/circumstance
Interests/Passions
Problems/Goals
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Different community member types…
Lurker? Newbie? Regular? Troll?
Expert? Firefighter?
Misguided?
Self-‐Promoter?
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
With different motivations…
To get something for nothing To make connec8ons
To sense check my knowledge
To let off steam
Persuade others To collaborate with others
To get myself known
Altruism To learn from others
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
The ‘4 Ages’ of community
Usenet 1980’s Forums and Grouped Web Pages– mid 1990’s
Social Networks and Open Source PlaBorms – 2001/2003 onwards
Customer CommuniGes
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Many different types of community
Private customer/ stakeholder communiGes
(non brand) Fan communiGes etc…
Company sponsored collaboraGve customer community
(brand) Fan communiGes
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Social networks the community platform of choice for many…
But, they aren’t necessarily the best or easiest to use online community tools/plaTorms…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Social Media or Community Management? Is it just semantics?
• ‘Social Object’ content
• Loose network • Primarily hub
and spoke engagement between content creator/admin and members • Shared aims/purpose
• Distributed leadership or a more complex leadership system
• Core membership • Higher %age of Inter member interac8on • Rela8vely stable and ac8ve
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Community Managers…
Operate from deep within the company, managing customer relationships with a brand or product, and each other. Facilitates efficient inter-‐team/staff communication and collaboration. Focuses on the flow of information and knowledge, strengthening relationships and promoting productive collaboration, which may include moderation and hosting the company’s community platform. Placement within the Organisation chart is more likely to be connected to Editorial, Product development, Business development, and Marketing.
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Social Media Managers Operate from the edges of the company, managing brand recognition/reputation outside of the scope of the brand website. Focused on listening and evaluating brand perception, planning campaigns and promotional initiatives to promote the company’s message, building and leveraging social networks on social platforms such as Twitter & Facebook to facilitate depth of communication. Usually be found within the Organisation chart connected to Marketing, PR, and Sales.
Source: An interview with Blaise Grimes Viort h_p://socialmediatoday.com/vanessa-‐dimauro/842111/social-‐media-‐manager-‐vs-‐online-‐community-‐manager-‐same-‐or-‐different
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Their KPIs…
• Drive ‘leads’ • Raise visibility
and awareness • Increase
engagement • Impact sales
Community Manager
Social Media Manager
• Customer service
• Facilitate/Improve inter-‐member ‘customer service’
• Feedback into product/service development
• Increase product usage
• Increase loyalty
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
But, in many organisations there is often one role…
Ma# Owen – Head of Social -‐ Econsultancy
…supported by wider team
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
However you define it – SMM or CMGR’s strategic role is to…
PURPOSE
ADVOCACY BUSINESS CASE
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
1. A strategic tool for uncovering business insights. 2. Managing the influencers who are driving the
conversation around your brand. 3. Marketing that provides value and turns
customers into evangelists. 4. A critical component of customer care. 5. Transforming your organization to meet the
transparency and humanity customers now expect of brands.
Social media definition
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Community Management definition
1. Executive in the company who acts as an ambassador of the company/brand on the web.
2. The building and monitoring of multiple communities generated in blogs, forums, social networks
3. Becoming the authorised voice of the company 4. Aptitude and the ability to make decisions
regarding the company's image or brand
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Summary • Online community = group of people motivated to form relationships over a common interest
• ‘4 Ages’ • Community v Social Media – not just semantics…
• …but a single role in many organisations • Strategic role: Business Case, Purpose, Advocacy
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Online Community Best Practice
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
1. A genuine need 2. Clear aims (internal & external) 3. Understanding role of company or
organisation 4. Understanding audiences/
stakeholders/community members – motivations and behaviours
5. Understanding community and member lifecycle
The 10 secret ingredients…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
6. Long term investment – not just short term KPIs
7. Resource – sponsor, skilled #CMGR, go to contacts for engagement at scale
8. The right tools for content creation/curation and management
9. Bridge online and offline where possible
10. Above all…”create a culture of WE” – an “Eco System not an Ego system”
The 10 secret ingredients…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
First of all…how not to do it
h_p://www.superlucky.co.uk/2013/06/greenstone-‐cayenne-‐red-‐and-‐their-‐scam.html
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
…and how really not to do it…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Econsultancy
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Econsultancy
create curate innovate
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Econsultancy
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Econsultancy
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Econsultancy
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• An on and offline community • Community of practice, goals, problems • Core platforms Blog, Twitter, Facebook, G+ • Presence on all relevant SM channels and experimenting with tools/technology
• SMM/CMGR supported by wider team and ‘go to’ people
• Constantly measuring ROI, evaluating, iterating
Summary
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Hiut Denim • Community of purpose and place…not just of interest
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Hiut Denim
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Hiut Denim
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Hiut Denim
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Hiut Denim
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• An on and offline community • Community of place and purpose…not just interest
• Core platforms Blog (Tumblr), Twitter, Instagram, G+ (no Facebook!)
• Curating and scrapbooking – not looking for high engagement but to reinforce company culture and community
Summary
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• Set the tone • Create a welcoming space
• Build relationships over time
“Create a culture of WE…”
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• Learn what generates discussion/activity
• Create an environment for all members (newbies -‐> experts)
“Create a culture of WE…”
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• Moderation – firm but fair (and legal!)
• Fix it when you get it wrong
“Create a culture of WE…”
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
How do you measure a community
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
If you’re doing it this way…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• PR metrics: advocacy, influence, reach, recognition, sentiment etc... ?
• Market insight/research? Better segmentation?
• Customer satisfaction? • Direct sales conversions? • Website traffic? • ‘Assisted’ conversions?
You should be thinking differently
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
One approach… Business Goals ROI use cases Service and Support Customer Service call/contact deflecGon (cost savings)
Knowledgebase ownership – improve quality of knowledgebase
Insights & InnovaGon Research – cost savings on qualita8ve and quanta8ve research Time to market – cost savings by decreasing TTM via customer/stakeholder input ID potenGal brand/PR issues – decrease lead 8me in IDing and at an earlier stage
Loyalty Increased customer saGsfacGon and loyalty/brand affinity – improved customer life8me value
Awareness Increase in reach – posi8ve effect on SEO and online reach
Sales Lead GeneraGon AdverGsing/SubscripGons Cross and upselling – higher revenues from direct /indirect
Source: Oracle’s Best Prac=ces for Measuring the Return on Investment of Online Communi=es
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Community health metrics • Growth • Interaction • Engagement (esp. inter-‐member) • ‘Atmosphere’ Etc…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Third party platform insights
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Your owned on-‐site community • Views and Who is? • Popular content/
Social shares • Engagement and
advocates • Effect on sales/
loyalty/basket value etc.
• A/B and multivariate information
Etc…
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Essential Tools
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Competitor analysis
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Network/content analysis
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Community Management
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Community Management
Source: Smart Insights
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Content Curation – Twitter search/lists
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Content Curation – RSS readers
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
SEO
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Content calendar
Source: h_p://contentmarke8ngins8tute.com/2010/08/content-‐marke8ng-‐editorial-‐calendar/
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Social media sizing cheat sheet
Source: h_p://www.lunametrics.com/blog/2012/11/12/final-‐social-‐media-‐sizing-‐cheat-‐sheet/
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
Platform Ts & Cs knowledge
#CIPRSM #CIPRSM Copyright Michelle Goodall 2013
• Create a “culture of WE” “Eco system not Ego system”
• Align Community Measurements to Business Goals
• Many planning, curation, management, measurement tools (at many price points) – choose what’s right
• Content planner and knowledge of third party platform changes and Ts & Cs required
Summary
#CIPRSM #CIPRSM
Thanks…please connect
@greenwellys gplus.to/michellegoodall http://www.linkedin.com/in/michellegoodall
#CIPRSM #CIPRSM
Image credits
Slide 4: http://www.flickr.com/photos/37387356@N05/5567640057/ Slide 7&8: h_p://www.flickr.com/photos/25773617@N05/4854041211/ Slide 15: h_p://www.flickr.com/photos/91151853@N05/8281338574/ Slide 22&23: h_p://www.flickr.com/photos/56649729@N00/3268752278/
#CIPRSM #CIPRSM
Thank you for attending Find out more at cipr.co.uk/social-‐summer
SOCIAL SUMMER