Strategic community management 2011
-
Upload
kirsten-wagenaar -
Category
Documents
-
view
509 -
download
3
description
Transcript of Strategic community management 2011
![Page 1: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/1.jpg)
The Social CompanyOntdek de kracht van het sociale web
Strategic importance of Community Management
June 9th 2011
Kirsten Wagenaar
![Page 2: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/2.jpg)
Strategic Community Management starts at the
beginning
![Page 3: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/3.jpg)
No community can be succesful without setting
the right objectives
![Page 4: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/4.jpg)
Repeat customers
![Page 5: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/5.jpg)
Cost reduction
![Page 6: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/6.jpg)
Customer service
![Page 7: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/7.jpg)
Feedback & Co-creation
![Page 8: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/8.jpg)
Recruiting
![Page 9: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/9.jpg)
Before you start• What do wish to achieve with the community?• How does the community fit into the general business
strategy?• Who are potential members. Where are they?• Is the organisation involved enough?• When is the community considered succesful?
• What will be measured?
• Which topics could be relevant and interesting?• What is expected from the members?• Is there a moderating strategy?
• activation, abuse, content, guidelines, rules etc
![Page 10: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/10.jpg)
Nothing new
![Page 11: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/11.jpg)
Why join your community?
• Fun• Keep in touch• New contacts• Feeling of belonging• Business objectives• Self expression• Social status• Altruïsm
![Page 12: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/12.jpg)
It’s all about sense of
communityPeople, relations,
belonging and trust
![Page 13: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/13.jpg)
Niche communtiesDare to choose!
![Page 14: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/14.jpg)
The social ecosystem Research & understanding
![Page 15: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/15.jpg)
First members
![Page 16: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/16.jpg)
Atmosphere
![Page 17: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/17.jpg)
Another community?One of the many pubs on the street
![Page 18: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/18.jpg)
It only takes just one person
![Page 19: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/19.jpg)
Moderation is like being
a concierge, traffic cop, gardener, cheerleader,
host, spam warrior, mediavore and empath
at the same time
![Page 20: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/20.jpg)
Guidelines and rules
![Page 21: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/21.jpg)
Activation
![Page 22: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/22.jpg)
How to activate
• Relevant content– On the landingspage
• Personal requests– E-Mail or DM
• Connect
• Reward / Ranking
• Mutual interests & goals (cooperation)
• Entertain– polls, actions, games
• Crossposting through outposts– Twitter
• Offline events
• Notifications
• News letters
• Partnerships
![Page 23: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/23.jpg)
Participation
![Page 24: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/24.jpg)
Reward good behaviourMake rules, use and project them
Klik op het pictogram als u een afbeelding wilt toevoegen
![Page 25: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/25.jpg)
Crisis situations
![Page 26: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/26.jpg)
Trolls, criticasters, negativity and spamming
![Page 27: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/27.jpg)
Don’t feed the trolls!
![Page 28: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/28.jpg)
24 hour workload ?
![Page 29: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/29.jpg)
Empathy
![Page 30: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/30.jpg)
Trust the community
![Page 31: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/31.jpg)
A succesful community
makes a better organisation
![Page 32: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/32.jpg)
Klik op het pictogram als u een afbeelding wilt toevoegen
Measure!
![Page 33: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/33.jpg)
What you measure depends on
your objectives
![Page 34: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/34.jpg)
Sales• Membership fee• Products (through the community)• Through other channels (events, community
gadgets)• Increased number of pageviews website
Cost reduction• Marketing• Staff (Customer Service)• Recruitment• Feedback and innovation
![Page 35: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/35.jpg)
Measure successful interaction according to your goals:
• Email newsletter signup• Blog subscription• Contact form submission• Content creation• Content download• Number active community members• Contest entry• A purchase
![Page 36: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/36.jpg)
The Community ManagerProjectmanager/moderator/social media expert
![Page 37: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/37.jpg)
Pioneer Organised
Patience
Initiative
Connector
Knowledge of the organisation and
business objectives
Empathy
Facilitator
Diplomat
Strong communicator
![Page 38: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/38.jpg)
Strategy
ContentReport
ActivationModeration
• Business objectives, positioning of the community, long term vision
• Intrnal and external advocate for the community
• Responsable towards stakeholders
• Feed the community with relevant content (blogposts, video, news, polls, questions, pictures, interviews
• Self of user generated
• Participation• Motivating and
stimulating of members• Continuity of the
community and retention of members
• Develop creative concepts
• Identifying ambassadors, maintain relationships, building of network
• Determine general guidelines and rules (what is allowed/what not) for the community
• Set up procedures and scenario’s for CMS (how to react in various situations)
• Control and protect guidelines by checking content (remove, move approve etc)
• Monitoring, analysing and report user statistics
• Monitoring, analysing and report qualitative and quantitative business objects and successes
• Gather feedback & suggestions
• Present successes and reached objectives to stakeholders
![Page 39: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/39.jpg)
The position of Community
Manager is a fulltime senior
role
![Page 40: Strategic community management 2011](https://reader033.fdocuments.us/reader033/viewer/2022042606/5477251fb4af9f05438b47e0/html5/thumbnails/40.jpg)
Thank you!
www.linkedin.com/kirstenwagenaarwww.twitter.com/kirstenwagenaar