Community Management - Basics

?

Community Management?

Engagement Communication

Pitfalls Solutions

Influence

The Big Picture

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Did you know...?

Steps to Success

1. Layers of Engagement2. Levels of Influence3. Communication4. Know about the pitfalls5. Be pro-active

Step 1 – Layers of Engagement


Passive Customers


Passive Customers

Listeners


Passive Customers

Listeners

Contributors


Passive Customers

Listeners

Contributors

Opinion Leaders


Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion


Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice

Discussion


Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

Discussion


Passive Customers

Listeners

Contributors

Opinion Leaders


I also enjoy!Discussion


Passive Customers

Listeners

Contributors

Opinion Leaders


Support complaint

DiscussionI also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders


Support complaint




Passive Customers

Listeners

Contributors

Opinion Leaders


Support complaint



ENGAGEMENT


Step 2 – Levels of Influence


Passive Customers

Listeners

Contributors


Support complaint



ENGAGEMENT


I also enjoy!


Passive Customers

Listeners

Contributors



Support complaint



ENGAGEMENT


I also enjoy!


Passive Customers

Listeners

Contributors




Support complaint



ENGAGEMENT


I also enjoy!


Passive Customers

Listeners

Contributors





Support complaint



ENGAGEMENT


I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion




Support complaint



ENGAGEMENT


I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion




Support complaint



ENGAGEMENT

Are there issues?Give it a try..!


I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion




Support complaint



ENGAGEMENT

Are there issues?

Cares about Community feedback?That's great about the game..

Give it a try..!


I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion




Support complaint



ENGAGEMENT


Cares about Community feedback?That's great about the game..



I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion




Support complaint



ENGAGEMENT





I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion




Support complaint



ENGAGEMENT

Did you know...?





I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion




Support complaint



ENGAGEMENT

Did you know...?





I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




Support complaint



ENGAGEMENT

Did you know...?





I also enjoy!

Step 3 – Communication

Step 3 - Communication

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




Support complaint



ENGAGEMENT





Did you know...?

I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




Support complaint



ENGAGEMENT




Marketing


Did you know...?

I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




Support complaint



ENGAGEMENT






Did you know...?

I also enjoy!


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT






Did you know...?

I also enjoy!

4. Pitfalls...

Something goes wrong...

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

...and remains unnoticed...

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

...until negative sentiment becomes uncontrollable...

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

...and starts to crush influence & engagement...

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

..which results in an accelerating cascade scenario...

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

..which results in negative WoM...

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

..and leads to users becoming more and more suspicious about PR & Marketing incentives.

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

5. How to avoid this scenario in the first place?

Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

Be pro-active! The basic tools of Community Management are...


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!

Moderation& Activity

++

++++


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!


Monitoring &Appeasement

++++

+

+

+

--

--


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!



CommunityCoordination

++++

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+

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Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!



Feedback Tracking


++++

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+

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+

+

+

+


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!



Feedback Tracking

Events &Promotion


++++

+

+

--

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+

+

+

+

+ +


Passive Customers

Listeners

Contributors

Opinion Leaders


INFLUENCE

Discussion

Brand Perception




(Social) Media BUZZ

Support complaint



ENGAGEMENT

Did you know...?






I also enjoy!



Social Media Management

Feedback Tracking

Content Management

Events &Promotion


++++

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Edelmann Community Management

We Care About Your CommunityEmbrace. Engage. Involve.

http://www.edelmann-cm.comfacebook.com/edelmannCM

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http://www.edelmann-cm.com/

Community Management - Basics

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Transcript of Community Management - Basics