strategic community management 2011

The Social CompanyOntdek de kracht van het sociale web

Strategic importance of Community Management

June 9th 2011

Kirsten Wagenaar

Strategic Community Management starts at the

beginning

No community can be succesful without setting

the right objectives

Repeat customers

Cost reduction

Customer service

Feedback & Co-creation

Recruiting

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

Nothing new

Why join your community?

• Fun• Keep in touch• New contacts• Feeling of belonging• Business objectives• Self expression• Social status• Altruïsm

It’s all about sense of

communityPeople, relations,

belonging and trust

Niche communtiesDare to choose!

The social ecosystem Research & understanding

First members

Atmosphere

Another community?One of the many pubs on the street

It only takes just one person

Moderation is like being

a concierge, traffic cop, gardener, cheerleader,

host, spam warrior, mediavore and empath

at the same time

Guidelines and rules

Activation

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

Participation

Reward good behaviourMake rules, use and project them

Klik op het pictogram als u een afbeelding wilt toevoegen

Crisis situations

Trolls, criticasters, negativity and spamming

Don’t feed the trolls!

24 hour workload ?

Empathy

Trust the community

A succesful community

makes a better organisation

Klik op het pictogram als u een afbeelding wilt toevoegen

Measure!

What you measure depends on

your objectives

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

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

The Community ManagerProjectmanager/moderator/social media expert

Pioneer Organised

Patience

Initiative

Connector

Knowledge of the organisation and

business objectives

Empathy

Facilitator

Diplomat

Strong communicator

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

The position of Community

Manager is a fulltime senior

role

Thank you!

www.linkedin.com/kirstenwagenaarwww.twitter.com/kirstenwagenaar