Community Management - start the conversation
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Community Management
start the conversation
www.netnode.ch / www.guzuu.comFriday, January 22, 2010
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What is Community Management?
Friday, January 22, 2010
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What is a Community Manager?
Friday, January 22, 2010
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Must be a genius...
Friday, January 22, 2010
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Why have a community?
- Engage People (with your brand/company)
- Product Innovation (get feedback)
- Find Fans/Evangelists (get viral)
Friday, January 22, 2010
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Why Community Management?
http://www.netnode.ch/internet-marketing/community-management
Friday, January 22, 2010
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Why Community Management?
Moderation
Motivation
Growth
Support
Feedback
Communicationhttp://www.netnode.ch/internet-marketing/community-management
Friday, January 22, 2010
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Tools
Friday, January 22, 2010
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Tools
keep the tools away for the moment...
Community Management is not tool driven!
Friday, January 22, 2010
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Do we need a concept?
Yes and No
probably a strategy...
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
“The Dark Secret Of Social Media Strategy”
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
“The Dark Secret Of Social Media Strategy”
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
“The Dark Secret Of Social Media Strategy”
GOAL
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
learn
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- follow- create- signup- invite- friend- show
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
learn
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- follow- create- signup- invite- friend- show
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
prepare your tools and create
communitylearn
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- follow- create- signup- invite- friend- show
- blog- publish- update- help
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
prepare your tools and create
communitylearn
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- follow- create- signup- invite- friend- show
- blog- publish- update- help
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
prepare your tools and create
communitylearn
take action passively and add
value
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- follow- create- signup- invite- friend- show
- blog- publish- update- help
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
- respond- interact- motivate- educate
prepare your tools and create
communitylearn
take action passively and add
value
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
- follow- create- signup- invite- friend- show
- blog- publish- update- help
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
- respond- interact- motivate- educate
prepare your tools and create
communitylearn
take action passively and add
value
take action actively and motivate
Friday, January 22, 2010
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LISTEN REACH
INFORM ENGAGE
SELL
- follow- create- signup- invite- friend- show
- blog- publish- update- help
- monitor- read- discover- learn
“The Dark Secret Of Social Media Strategy”
GOAL
- respond- interact- motivate- educate
prepare your tools and create
communitylearn
take action passively and add
value
take action actively and motivate
Friday, January 22, 2010
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Customer Lifecycle
New Customer
Engaged Customer
Bored Customer
Enthusiastic Customer
No Longer
Interested Customer
Target Group
GOAL
A lot to do!
Friday, January 22, 2010
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Customer Lifecycle
New Customer
Engaged Customer
Bored Customer
Enthusiastic Customer
No Longer
Interested Customer
Target Group
GOAL
A lot to do!
Sign Up Problem
First Time Use Problem
Motivation Problem Bad Feeling Problem
Engagement ProblemPromotion Problem
Friday, January 22, 2010
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Community Management Tools
- Hints:
- Keep barriers low
- “The community belongs to the community”
- Have the customer lifecycle in mind
- Integrated tool
Friday, January 22, 2010
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Tools (old school)
E-Mail (E-Mail Client) LISTEN
Physical Meetings LISTEN
Phone LISTEN
Chat (Skype, MSN) LISTEN
Newsletter INFORM
Forum LISTEN / INFORM / ENGAGE
Blog INFORM / ENGAGE
Friday, January 22, 2010
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Tools (new school)
Facebook Fanpage LISTEN / REACH / ENGAGE
Facebook Group REACH / INFORM
Facebook User LISTEN / REACH
Twitter LISTEN / REACH / INFORM
Invitation System REACH
Friday, January 22, 2010
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Advanced Tools
Mass Customer Relation Management System
LISTEN / REACH / INFORM / ENGAGE
Social Recognition System“Kudos”, “Hall of Fame”
ENGAGE
Web 2.0 Tools (Generated Content)e.g. “Blogging Tool”, “Photo competition”, “Favourit Lists”, etc.
ENGAGE
Friday, January 22, 2010
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Possible Solutions
- GetSatisfaction.com?
- Facebook itself with additional apps? (Tigerlilyapps.com)
Keep it simple! A forum is probably enough.
Friday, January 22, 2010
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Best Practices (1)
- Listen / Reach / Inform / Engage
- Be authentic
- Be supportive and add value
- Do not use the community as a marketing channel
Friday, January 22, 2010
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Best Practices (2)
- Active community management is essential
- Run campaigns/lifecycle emails
- Create and improve your invitation system
Friday, January 22, 2010
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Best Practices (3)
- Define clear workflows
- Automate whenever possible (e.g. report generation, newsletter sendouts, lifecycle emails)
- Focus
- e.g. use Facebook (keep MySpace and Twitter away)
Friday, January 22, 2010
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Best Practices (4)
- Organic growth
- Building a community takes time
- Give the community what they want, not what you think they want
Friday, January 22, 2010
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Best Practices (5)
- Give up control and ownership
- instead
- moderate and inform
- define “community guidelines”
Friday, January 22, 2010
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Measures- Growth Rates
- new Members
- new Facebook Friends
- new Twitter Followers
- Community Health Measures
- Do people comment/discuss in the forum/blog posts?
- Do people login (e.g. % of logins since 30 days)?
- Website Traffic
- Hits/Visits/Unique Visitors/Time per Visit
- Traffic Sources: Organic Google/Direct Access/Other Websites
Friday, January 22, 2010
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viral growth
x = number of invitations per user per monthy = % of accepted invitations per month
x * y > 1 ---> gives you viral growth
Example 1:5 invitations per user per month1 invitations accepted per user per month = 20%5 * 0.2 = 1 (linear growth)
Example 2:6 invitations per user per month2 invitations accepted per user per month = 33%6 * 0.33 = 1.9
That’s why the invitation system is so important!
Book RecommondationViral Loop by Adam Penenberg
Friday, January 22, 2010
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Thank you
start the conversationLISTEN / REACH / INFROM / ENGAGE
@lukasfischer
[email protected]://www.netnode.ch/internet-marketing/community-managementPhone: +41 (0)41 450 10 66
http://www.netnode.ch/blog
Friday, January 22, 2010
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Case Study: Guzuu.com Strategy
- Listen
- Twitter, Blogosphere, Niche Communities
- Reach
- Facebook Fanpage, Facebook User
- Twitter, Blogspot, MySpace
- Inform
- Guzuu Magazine, E-Book, Help Section, Newsletter
- Engange
- Facebook Fanpage, Guzuu Forum, Guzuu Magazine, Twitter
- Guzuu Groups
Friday, January 22, 2010
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New Message
Conversation Histroy
Campaign Notes
Campaign Contacts
Status FilterLast Action
Filter
Multiple Campaigns
One tool to manage customer support, lifecycle mails, automated motivation mails, collect user feedback, run campaigns, ...
Friday, January 22, 2010
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Mailbox
Conversation(no contact selected)
New Message
ManageCampaigns
Mass Mailer
Campaign Contact Matrix
Fully integrated with E-Mail and Website (Drupal Module)Friday, January 22, 2010
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Community Manager(the tool)
- Perfect to manage
- 1000s of Community Members
- Grow your Community
- Run Campaigns
- Press Release send outs
Friday, January 22, 2010
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Interested?
Friday, January 22, 2010