Section 1:Community Management

Definition:

Community management is the act of building, growing and managing online communities by building a channel where they can have valuable interactions.

Jeremiah Owyang, Principle, Altimeter Group , 2007

Four Pillars of Community Management

Experience Conversation

Content Collaboration

• The experience should support the unique needs/expectations of your audience:• Participants• Influencers• Alumni

• Be aware that other audiences may lurk• Media• Business• Competitors

Pillar 1: Experience

• Summer Company Social Experience should be:– Informative– Supportive– Encouraging

• Content Strategy– Program Information– Process– Success Stories– Other subjects to support Participant objectives

Pillar 1: Experience

• The Experience design follows the stages of the program

• Messages tailored:– Phase– Audience– Decision point

• Experience design for post- onboarding

Pillar 1: Experience

Awareness

Acquisition

Onboarding

• Conversations are key– Topics– Sentiment– Questions

• Start by listening

• What you will learn:– What content works– What information is missing/not easily findable– What parts of your story can be improved

Pillar 2: Conversation

• Every opportunity to have a conversation should be evaluated:– Who is engaging? (Audience)– What is their motivation? (Emotion)– What is the expected resolution? (Objective)– How do we achieve this and maintain our brand?

(Experience)

• Conversations drive engagement– Demonstrates your commitment to the audience– Creates value = reason to return– Drives advocacy

Pillar 2: Conversation

Pillar 3: Content

• Content is the crux of the conversation• Good content creates interest

Pillar 4: Collaboration

• Social media feeds a need to interact and have a say• Behavioural shift that impacts business:– Quick response– Always available– Self-serve tools

• Audience empowerment• Advocacy• Permanent change

Pillar 4: Collaboration

• Organizations are shifting to collaborative social programs:– Product development– Customer service– Marketing

Questions?