role communitymanagerfinal
TRANSCRIPT
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Your Role as a Community Manager
Ashley Goforth@ashleygoforth
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• Always respond on brand in a timely manner
• Separate accounts, separate devices
Golden Rule(s)
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The Mistake
The Apology
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A Day in the Life of the Community
Manager
7AM
9AM
11AM
1PM
2PM
4PM
7PM
10PM
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• Content
• Monitoring
• Strategy
Community Management
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Content
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How would your brand sound at a dinner party?
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• How does your brand say ―hello?‖
• How do they express positivity?
• How do they refer to their friends/fans?
• How do they ask people to ―like‖ something?
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Who Tweeted It?
1. ―Dudes, you know you’ve been jonesing for it.‖
2. ―We’re already halfway through the work week, amigos!‖
3. ―You can’t have a #HumpDay without curves!‖
4. ―The foil’s so bright, it’s gotta wear shades.‖
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Creating ContentBe mindful of your brand goals:
• Product Love
• Upcoming events/Brand Life
• Solutions
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Who’s Getting it Right
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Creating Graphics
REMEMBER:EVERY POST IS
AN OPPORTUNITY
TO GET YOUR
BRAND OUT
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Building Your Voice: How would your brand sound if it were at a dinner party?
Writing Content: What are your goals? How can you creatively accomplish them?
Creating Graphics: Every graphic is an opportunity to share your brand
Content Recap
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Monitoring
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The most important rule for a community manager is to
always respond on brand in a timely manner.
Golden Rule:
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• You are on the front lines—your response is often the first brand voice the consumer hears
• Create an issues document with FAQ and determine how to flag issues to the appropriate people
• Always use legally-approved language
• REMEMBER: You aren’t always going to be able to change someone’s mind, but you may change their next choice.
Monitoring Channels
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What do you do in a crisis?
Measure the BANTER.
You are not alone.
The data will shift.
Know what you are looking for (brainstorm keywords)
Crisis Monitoring
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Real-time Engagement
ULTIMATELY MAKE SURE THAT THE
ENGAGEMENT FITS FOR WHAT YOUR BRAND IS
ABOUT
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• Set a plan for how often you are going to check the channels
• Remember the golden rule
• Always stay on brand
• Set a plan for how to deal with issues (remember you are not alone)
• Always look for current events or moments in time to insert your brand (be agile)
Monitoring
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Strategy
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• Set up a plan for pulling insights
• Use Facebook Insights
• Track:
– Fan Growth
– Engagement (People Talking About This)
– Conversation: • Likes, Comments, Shares
Analytics & Insights
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• Identify competitors to your brand
• Identify aspirational brands
• Follow similar brands to inspire
you with content ideas
Competitive Channels
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• Mashable
• AllThingsFacebook
• Monday’s NY Times
• Competitor Brands
• Facebook Studio
• Platform Blogs
• Agency Websites (Digital)
• Beth Kanter
• NTEN
Useful Resources
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• Facebook Lists for Brands
• Professional Facebook/Twitter accounts
• TweetDeck/HootSuite
• Serialized Content (Fan of the Month, Wow Wednesdays)
• Pocket/Evernote/folders
• First thing. Before you check your email.
• If you’re just starting out – track how long it takes you to do something (toggl)- clear lines to signup forms (how did you hear about us)
Tips & Tricks