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Building a Multi-Tiered Community Strategy
Ally GreerDirector of Community & Content
@allygreer | @scoopitThursday, May 29, 14
@allygreer
- What is community
management?
-Learning by doing & observing
Where I started.
Thursday, May 29, 14
@allygreer
Community Management: more than just building communities.
Thursday, May 29, 14
Ambassador program: What I thought would work
“This will be easy! Just gather the top platform users and the rest will
happen!”
@allygreerThursday, May 29, 14
@allygreer
Expectation:
Thursday, May 29, 14
@allygreer
Reality:
Thursday, May 29, 14
Ambassador program: What I tried
-Scoop.it Specialists-Google+ Communities-Forum based approach
@allygreerThursday, May 29, 14
Ambassador program: Why it failed
-Relied too much on the community members-Didn’t have an editorial calendar
-Didn’t have a way to empower them-Couldn’t ignite passion for Scoop.it
-Didn’t manage expectations-Didn’t outline goals-Was afraid to ask
@allygreerThursday, May 29, 14
1. Acknowledge failures
@allygreer
Ambassador program: How to fix it
Thursday, May 29, 14
1. Acknowledge failures2. Reevaluate goals
-What do I want from this program?
@allygreer
Ambassador program: How to fix it
Thursday, May 29, 14
1. Acknowledge failures2. Reevaluate goals
-What do I want from this program?3. Watch others’ successes
-What communities am I a member of that work?
@allygreer
Ambassador program: How to fix it
Thursday, May 29, 14
1. Acknowledge failures2. Reevaluate goals
-What do I want from this program?3. Watch others’ successes
-What communities am I a member of that work?4. Leverage what you have
-What’s the natural structure of our community?@allygreer
Ambassador program: How to fix it
Thursday, May 29, 14
1. You can’t build a community of people who don’t want to be
a part of a community.
@allygreer
Conclusions:
Thursday, May 29, 14
2. You can’t build a community around only a brand.
@allygreer
Conclusions:
Thursday, May 29, 14
@allygreer
The 4 Tiers of the Scoop.it Community
1. The Internet
Thursday, May 29, 14
@allygreer
The 4 Tiers of the Scoop.it Community
1. The Internet2. Scoop.it Users
Thursday, May 29, 14
@allygreer
The 4 Tiers of the Scoop.it Community
1. The Internet2. Scoop.it Users3. #leancontent
Thursday, May 29, 14
@allygreer
The 4 Tiers of the Scoop.it Community
1. The Internet2. Scoop.it Users3. #leancontent
4. Scoop.it Ambassadors
Thursday, May 29, 14
@allygreer
The 4 Tiers& how we can reach them
1. The Internet-SEO, content marketing, lead generation
2. Scoop.it Users-newsletter, in-product messaging, social media
3. #leancontent-meetup group, facebook group, Scoop.it topic
4. Scoop.it Ambassadors-facebook group, newsletter, personal email
Thursday, May 29, 14
@allygreer
Takeaways-Learn from failures
Thursday, May 29, 14
@allygreer
Takeaways-Learn from failures
-Channel the success of others
Thursday, May 29, 14
@allygreer
Takeaways-Learn from failures
-Channel the success of others-Leverage your community’s
“natural structure”
Thursday, May 29, 14
@allygreer
Takeaways-Learn from failures
-Channel the success of others-Leverage your community’s
“natural structure”-Find the passion that matches
your brand messaging
Thursday, May 29, 14
@allygreer
Takeaways-Learn from failures
-Channel the success of others-Leverage your community’s
“natural structure”-Find the passion that matches
your brand messaging-Engage and maintain community
via content Thursday, May 29, 14
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