CIPR Social Summer 2013 Online Community Management - Michelle Goodall

#CIPRSM #CIPRSM

Community management -‐ the difference between 'doing social media' and being an effec8ve #CMGR Michelle Goodall @greenwellys – MCIPR 4th July 2013

SOCIAL SUMMER

#CIPRSM #CIPRSM Copyright Michelle Goodall 2013

Hello – I’m Michelle Goodall @greenwellys

| May 2013

| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant

•  Social Media v Community Management? •  Best practice •  Measurement & ROI •  Tools and techniques

Click to edit Master title style

A group of people who form relationships over a common interest

What is a community?

A group of people who are motivated to form relationships online (and offline!) over a common interest

So an online community is…

Practice

Shared strong motivations based on…

Lifestages/circumstance

Interests/Passions

Problems/Goals

Different community member types…

Lurker? Newbie? Regular? Troll?

Expert? Firefighter?

Misguided?

Self-‐Promoter?

With different motivations…

To get something for nothing To make connec8ons

To sense check my knowledge

To let off steam

Persuade others To collaborate with others

To get myself known

Altruism To learn from others

The ‘4 Ages’ of community

Usenet 1980’s Forums and Grouped Web Pages– mid 1990’s

Social Networks and Open Source PlaBorms – 2001/2003 onwards

Customer CommuniGes

Many different types of community

Private customer/ stakeholder communiGes

(non brand) Fan communiGes etc…

Company sponsored collaboraGve customer community

(brand) Fan communiGes

Social networks the community platform of choice for many…

But, they aren’t necessarily the best or easiest to use online community tools/plaTorms…

Social Media or Community Management? Is it just semantics?

•  ‘Social Object’ content

•  Loose network •  Primarily hub

and spoke engagement between content creator/admin and members •  Shared aims/purpose

•  Distributed leadership or a more complex leadership system

•  Core membership •  Higher %age of Inter member interac8on •  Rela8vely stable and ac8ve

Community Managers…

Operate from deep within the company, managing customer relationships with a brand or product, and each other. Facilitates efficient inter-‐team/staff communication and collaboration. Focuses on the flow of information and knowledge, strengthening relationships and promoting productive collaboration, which may include moderation and hosting the company’s community platform. Placement within the Organisation chart is more likely to be connected to Editorial, Product development, Business development, and Marketing.

Social Media Managers Operate from the edges of the company, managing brand recognition/reputation outside of the scope of the brand website. Focused on listening and evaluating brand perception, planning campaigns and promotional initiatives to promote the company’s message, building and leveraging social networks on social platforms such as Twitter & Facebook to facilitate depth of communication. Usually be found within the Organisation chart connected to Marketing, PR, and Sales.

Source: An interview with Blaise Grimes Viort h_p://socialmediatoday.com/vanessa-‐dimauro/842111/social-‐media-‐manager-‐vs-‐online-‐community-‐manager-‐same-‐or-‐different

Their KPIs…

•  Drive ‘leads’ •  Raise visibility

and awareness •  Increase

engagement •  Impact sales

Community Manager

Social Media Manager

•  Customer service

•  Facilitate/Improve inter-‐member ‘customer service’

•  Feedback into product/service development

•  Increase product usage

•  Increase loyalty

But, in many organisations there is often one role…

Ma# Owen – Head of Social -‐ Econsultancy

…supported by wider team

However you define it – SMM or CMGR’s strategic role is to…

PURPOSE

ADVOCACY BUSINESS CASE

1.  A strategic tool for uncovering business insights. 2. Managing the influencers who are driving the

conversation around your brand. 3. Marketing that provides value and turns

customers into evangelists. 4. A critical component of customer care. 5.  Transforming your organization to meet the

transparency and humanity customers now expect of brands.

Social media definition

Community Management definition

1.  Executive in the company who acts as an ambassador of the company/brand on the web.

2.  The building and monitoring of multiple communities generated in blogs, forums, social networks

3.  Becoming the authorised voice of the company 4. Aptitude and the ability to make decisions

regarding the company's image or brand

Summary •  Online community = group of people motivated to form relationships over a common interest

•  ‘4 Ages’ •  Community v Social Media – not just semantics…

•  …but a single role in many organisations •  Strategic role: Business Case, Purpose, Advocacy

Online Community Best Practice

1.  A genuine need 2.  Clear aims (internal & external) 3.  Understanding role of company or

organisation 4.  Understanding audiences/

stakeholders/community members – motivations and behaviours

5.  Understanding community and member lifecycle

The 10 secret ingredients…

6.  Long term investment – not just short term KPIs

7.  Resource – sponsor, skilled #CMGR, go to contacts for engagement at scale

8.  The right tools for content creation/curation and management

9.  Bridge online and offline where possible

10. Above all…”create a culture of WE” – an “Eco System not an Ego system”

The 10 secret ingredients…

First of all…how not to do it

h_p://www.superlucky.co.uk/2013/06/greenstone-‐cayenne-‐red-‐and-‐their-‐scam.html

…and how really not to do it…

Econsultancy

create curate innovate

Econsultancy

•  An on and offline community •  Community of practice, goals, problems •  Core platforms Blog, Twitter, Facebook, G+ •  Presence on all relevant SM channels and experimenting with tools/technology

•  SMM/CMGR supported by wider team and ‘go to’ people

•  Constantly measuring ROI, evaluating, iterating

Summary

Hiut Denim •  Community of purpose and place…not just of interest

Hiut Denim

•  An on and offline community •  Community of place and purpose…not just interest

•  Core platforms Blog (Tumblr), Twitter, Instagram, G+ (no Facebook!)

•  Curating and scrapbooking – not looking for high engagement but to reinforce company culture and community

Summary

•  Set the tone •  Create a welcoming space

•  Build relationships over time

“Create a culture of WE…”

•  Learn what generates discussion/activity

•  Create an environment for all members (newbies -‐> experts)

•  Moderation – firm but fair (and legal!)

•  Fix it when you get it wrong

How do you measure a community

If you’re doing it this way…

•  PR metrics: advocacy, influence, reach, recognition, sentiment etc... ?

•  Market insight/research? Better segmentation?

•  Customer satisfaction? •  Direct sales conversions? •  Website traffic? •  ‘Assisted’ conversions?

You should be thinking differently

One approach… Business Goals ROI use cases Service and Support Customer Service call/contact deflecGon (cost savings)

Knowledgebase ownership – improve quality of knowledgebase

Insights & InnovaGon Research – cost savings on qualita8ve and quanta8ve research Time to market – cost savings by decreasing TTM via customer/stakeholder input ID potenGal brand/PR issues – decrease lead 8me in IDing and at an earlier stage

Loyalty Increased customer saGsfacGon and loyalty/brand affinity – improved customer life8me value

Awareness Increase in reach – posi8ve effect on SEO and online reach

Sales Lead GeneraGon AdverGsing/SubscripGons Cross and upselling – higher revenues from direct /indirect

Source: Oracle’s Best Prac=ces for Measuring the Return on Investment of Online Communi=es

Community health metrics •  Growth •  Interaction •  Engagement (esp. inter-‐member) •  ‘Atmosphere’ Etc…

Third party platform insights

Your owned on-‐site community •  Views and Who is? •  Popular content/

Social shares •  Engagement and

advocates •  Effect on sales/

loyalty/basket value etc.

•  A/B and multivariate information

Etc…

Essential Tools

Competitor analysis

Network/content analysis

Community Management

Source: Smart Insights

Content Curation – Twitter search/lists

Content Curation – RSS readers

Content calendar

Source: h_p://contentmarke8ngins8tute.com/2010/08/content-‐marke8ng-‐editorial-‐calendar/

Social media sizing cheat sheet

Source: h_p://www.lunametrics.com/blog/2012/11/12/final-‐social-‐media-‐sizing-‐cheat-‐sheet/

Platform Ts & Cs knowledge

•  Create a “culture of WE” “Eco system not Ego system”

•  Align Community Measurements to Business Goals

•  Many planning, curation, management, measurement tools (at many price points) – choose what’s right

•  Content planner and knowledge of third party platform changes and Ts & Cs required

Summary

#CIPRSM #CIPRSM

Thanks…please connect

@greenwellys gplus.to/michellegoodall http://www.linkedin.com/in/michellegoodall

#CIPRSM #CIPRSM

Image credits

http://www.flickr.com/photos/37387356@N05/5567640057/ Slide 7&8: h_p://www.flickr.com/photos/25773617@N05/4854041211/ Slide 15: h_p://www.flickr.com/photos/91151853@N05/8281338574/ Slide 22&23: h_p://www.flickr.com/photos/56649729@N00/3268752278/

#CIPRSM #CIPRSM

Thank you for attending Find out more at cipr.co.uk/social-‐summer

SOCIAL SUMMER

CIPR Social Summer 2013 Online Community Management - Michelle Goodall

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