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Connections, Communications & a Little Bit of Crazy Community Management and Why Your Brand Needs It
A little about me…
Amber Rinehard Global Community Manager
Text 100 @omgitsamr | @text100
What is community?
A virtual space supported by computer-based information technology; centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being built up.
(Lee & Vogel, 2003)
A Suitably Scholarly Definition.
Community is NOT…
Community IS…
Why do people become part of a community?
Context
Value Ownership
Shared
Loyalty
Advocacy
What value do they get?
Co-Creation
Resolution
So, why bother with community management? (and what is it, anyway?)
Some statistics. • 79% of American adults use the internet and 59% of internet users, say they use at least one social network
• Nearly 4 in 5 active Internet users visit social networks and blogs
• Social networks and blogs account for nearly a quarter of total time spent on the Internet
• 63% of social media users list consumer ratings as their preferred source of information about products/services
• 64% of people say they are more likely to buy from a business that answers their questions on Twitter
• It takes just 20 people to bring an online community to a significant level of activity
• 90% of consumers trust peer recommendations; Only 14% trust advertisements
• A community advocate
• A brand evangelist
• A communications crusader and editorial strategist
• A liaison between members and internal influencers / decision makers
Four Tenets of the Community Manager*
* Adapted from Jeremiah Owyang’s research: http://www.web-strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/
Getting to the business value
• Peer-to-peer support
• Collaboration
• Early warning signs
• Speed information transfer
• Nurture brand advocates
• Managing content (publishing, curating, tagging) • Social network updates, blog posts, photos, videos, podcasts, eBooks, Whitepapers
• Collaborating with thought leaders to plan programs/content • Participating in conversations • Influencer/media outreach • Internal communications • Managing technology issues • Measuring and monitoring engagement •Building relationships with key community members
A day in the life.
• Has strong communication skills
• Embodies the brand & has passion for the industry
• Exudes enthusiasm and personality
• Is level-headed
• Is a pro at multi-tasking & prioritizing
• Has a knack for people
• Is resourceful, adaptable and flexible
• Possesses some technical aptitude
The right person for the job…
OK, we found our person! What’s next?
Five tips for getting started…
• Define your objectives • Start where the conversation is • Make a schedule • Add value • Find your fanboys (or girls)
LENOVO • 20% decrease in laptop service call volumes • Increase in customer service agent productivity • Shorten resolution cycles
ETSY • Online Labs lets fans chat with fellow crafters • Hosts local events and meetups • Streams live DIY workshops • Teams function lets people find similar users • Defined rules for engagement
