Care and Feeding of Your Association’s Social...
Transcript of Care and Feeding of Your Association’s Social...
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Care and Feeding of Your Association’s Social Network
Ray van Hilst van Hilst Communications
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“If you build it they will come…”
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…. Or will you play to an empty house?
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Success is Not Guaranteed “The failure rate for online communities has been a
popular research topic over the past few years and it is estimated that over 60% of online communities fail to thrive.”
Vanessa DiMauro SocialMedia Today
http://www.socialmediatoday.com/vanessadimauro/103702/5-steps-remedy-failing-online-community
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Listen Launch Lead
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"One way to be popular is to listen attentively to a lot of things you already know.”
- George Bernard Shaw
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Benefits of Paying Attention Identify your best topics
– Is this something people will talk about? Find your best content creators
– Who are my subject matter experts?
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Top Things to Listen For Compliments Complaints Expressed Needs Competitors Crowds Influencers
Adapted from The Top 10 Reasons to Monitor Your Brand in Social Media by Radian6 http://www.radian6.com/wp-content/uploads/2009/09/Top10Reasons.pdf
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Places to Listen Current Communities
– Listservs, Forums, Your Website Public Social Media
– LinkedIn Groups, Facebook Pages, Blogs, Twitter
Monitoring Tools
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Current Communities Listservs Forums Committees Your Website
– Analytics
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LinkedIn Groups
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Monitoring Tools Free Tools
– Addictomatic - http://addictomatic.com/ – Google Alerts and Google Reader – Twitter and Tweetdeck
Paid Services – Radian6 – Flowtown – Trackur
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Make a Plan Choose What to Monitor Identify Your Metrics
– Likes, Retweets, Links – What makes someone an “influencer”
Document and Measure Monitor over Time
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What You’ll Get Out of This Topics that your audiences care about A list of the online thought leaders who write and
comment on these topics
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Resources Beth Kanter – What Tools are You Using
– http://www.bethkanter.org/toolbox-listen-engage/ Deirdre Reed – Social Media Monitoring: Are
You Listening to Me? – http://deirdrereid.com/2010/10/12/social-media-brand-
reputation-monitoring/ 10 Steps for Successful Social Media Monitoring
– http://mashable.com/2010/08/02/successful-social-media-monitoring/
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“If you wait until you are sure, you will never take off the training wheels.”
“We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.”
Jeff Bezos
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Building a Launch Plan Who to Invite What to Introduce How to Invite
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Engagement Pyramid – Charlene Li Curators
Producers
Commentators
Sharers
Watchers
http://www.slideshare.net/charleneli/understand-your-customers-social-behaviors
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Who to Invite Beta-Testers (Producers and Commentators)
– Member involvement – Kick the tires – Creators feed initial content
Early Adopters (Commentators and Sharers) – Commentators – Will round out your community
General Members (Watchers)
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Introducing Your Community Rolling out Change
– Manage the change – Ongoing enhancements – Directory Groups Blogs Wikis
Reward for Action – Prizes for completed profiles – Onsite recognition
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What to Communicate Benefits
– Better Networking – More Immediate Content – Next Generation Listservs
Desired Actions – Complete Profile – Join a Group – Contribute
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Promote Online and Offline Online
– Your Website – eMails and eNewsletters – Event Registration Websites
Offline – Magazine – Postcard – Conference materials
In-Person – Meetings and Conferences – Networking Events
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Leading Your Community “Leadership and learning are
indispensable to each other.”
John F Kennedy
“Nobody wants to be part of a community built around shoddy content.”
SmartBrief on Social Media at Blogworld Expo
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Building a Successful Community
Know Your Audience Create a Content Plan Establish a Community
Manager Measurement Process
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Create a Content Plan Topics that your members are talking about Existing Content
– Repurpose and Republish Upcoming Content
– Annual Meeting Sessions – Articles in your publications
Other Ideas – Surveys – Expert Blogs – Video Updates
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15.1%
66.6%
11.2%
5.3% 1.9%
None
1/4 to 1/2
3/4 to 1
1 1/4 to 2
More than 2
ThePort – NonProfit Social Network Benchmark Survey, April 2010
Staff Time Allocated to Private Networks
2/3 of organizations allocate ¼ to ½ of a full time person to monitor their private social networks.
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The Community Manager Community is #1
Priority – Manage Content – Engage Members – Makes it Real
Understand Social Media
Good Project Management
Skills
Understand the Larger Vision
Needs to have Proper Authority
Old/Young does not maMer
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Metrics Identify what is important
– Active Members – New Posts and Comments – Downloads – Active Groups
Measure and Report
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Create a Process Find Good Topics
Find Thought Leaders
Plan and Publish
Monitor Results
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Listen Launch Lead
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Q and A Ray van Hilst van Hilst Communications [email protected] Twitter: @rvanhilst 703.439.1990
http://blog.avectra.com www.vanhilst.net
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Thank You!