It's not about you - community management for a brand
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It’s Not About You: Community Managementfor a Brand
Jessica Spiegel &
Jennifer Dombrowski
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Jessica Spiegel Currently:
• Freelance writer
• Freelance social media/community
manager
• Plansify community manager
• Italophile, singer, Sazerac enthusiast
Former:
• TBEX community manager
• BootsnAll community manager & staff
writer
• American Cancer Society community
manager (pre-internet)@andiamo
jessicatravels.com
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Jennifer
DombrowskiCurrently:
• Social media strategist and
communications manager for Grand
Canyon University
• Blogger and content creator
• Shoe-lover, Northern Lights chaser,
oenophile, hiker
Former:
• Customer experience manager
• Employee training manager
@jdomb
jdombstravels.com
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What is a community manager?
storyteller
marketer
insights
forager
customer
liaisontherapisthost
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What is the brand’s community goal?
marketing
content
customer
service
public
relationseducation
fun
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Consumers today expect customer service
over social channels.
of consumers now
expect companies to
provide customer service
via social media.55%
15%increase in the churn
rate for existing
customers.
Failure to respond via social channels leads to
Synthetix 2012/Gartner 2013
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“The community decides when it’s a
community. You don’t.”Mitch Joel, Digital
Marketer & Author
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Community Strategy Development
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Tools for Community Strategy
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It’s Not About You
● Go with the plan (even when it’s not yours)
● Brand sets the social tone
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It’s Not About You
● Grab company name on all platforms, &
then go where the audience is
● Be a social media diplomat
● Remember: You’re not the decision-maker
● Go with the plan (even when it’s not yours)
● Brand sets the social tone
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It’s Not (Just) About You
● Do not share only brand content
● Do not share only brand content
● FTLOG, DO NOT SHARE ONLY BRAND
CONTENT
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It’s Not (Just) About You
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Community Teamwork
Benefits of Teamwork
• Diverse interest areas
• Focus on different social
platforms
• Tight-knit team will always
outperform individual
superstar
• Extended service hours &
real-time marketing
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32% of people who had ever attempted to
contact a brand, product, or company through
social media for customer support expected a
reply within 30 minutes.
SproutSocial “The Social
Habit” Report 2012
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Community Teamwork
Benefits of Teamwork
• Diverse interest areas
• Focus on different social
platforms
• Tight-knit team will always
outperform individual
superstar
• Round-the-clock attention &
real-time marketing
Challenges of Teamwork
• Maintaining one brand voice
• Cross-posting, multiple posts
• Thinking someone else is
taking care of it
• Wait, who answered that
question?
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Tools for Community Teamwork
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Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
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Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
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Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
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Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
● Make sure accounts are secure
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Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
● Make sure accounts are secure
● Don’t try to have the last word with trolls
● Understand hashtags before using them
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“For the last time, brands of the internet, pay
attention to what you’re doing. Or just do us
all a favor and stop tweeting.”
Jared Keller, Mic.com
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It’s Not About You...
...Except When it Is.
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ευχαριστώ
Jessica Spiegel
@andiamo
@italyexplained
jessicatravels.com
italyexplained.com
Jennifer Dombrowski
@jdomb
jdombstravels.com
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