THE ROLE OF THE COMMUNITY

MANAGER: TURNING CONTENT

INTO CONVERSATIONSMarisa Peacock

Making Facebook Pay Dividends

Westtown School

May 11, 2011

WHAT IS A COMMUNITY MANAGER?

Brand ambassador – you cheerlead, you sing the school song, you champion the school’s values, traditions and successes

Brand Monitor – you measure the pulse of the community, what are they saying, what are their needs, wants, likes, dislikes

Brand Communicator – you are a primary source of information about your school, activities, convey important and relevant information to the community

WHERE IS YOUR COMMUNITY?

Online website online portal social media email marketing

Mobile website social media email & text message

Print brochures magazines newsletters

WHERE IS YOUR COMMUNITY?

Online website online portal social media email marketing

Mobile website social media email & text message

Print brochures magazines newsletters

1. Find where your primary target audience lives.

2. Use other publishing channels to promote your community space.

ASK WHY FIRST

Why do you care about your community? Why do you want to manage your community? Why is community engagement necessary? Why is Facebook the best tool? Why are you sharing? What are THEY sharing?

5

WHAT DOES YOUR COMMUNITY WANT?

a space to share information, stories, photos, video a supportive place to connect with others a venue to ask questions, share concerns a place to learn about school issues, events,

activities

WHAT DO YOU WANT FROM YOUR COMMUNITY?

a loyal following an audience with whom to share information,

events, activities an audience from whom to solicit ideas,

comments, testimonials an audience to market to

PUSH & PULL CONTENT

Generate content you can use (again, and again) Don’t let your community content become static –

be dynamic! Let your community content be the voice of your

brand, school Push good content out: news you can use! Pull good content in: ask meaningful, useful

questions

PROMOTE YOUR FACEBOOK PAGE

Make it easy for followers to find your page Share teasers via Twitter, emails, website that

entice users to “like” your Facebook page Include Facebook in your signature, business

cards, voicemail messages Write about it – blog or magazine Provide incentives for joining Facebook page

CULTIVATE FACEBOOK CONVERSATIONS

Good use of engagement: quick, informative, helpful

CCULTIVATE FACEBOOK CONVERSATIONS

Timing is everything! Don’t get

behind!

CULTIVATE FACEBOOK CONVERSATIONS

Invite others to share their stories – what is the value to the community?

FACEBOOK COMMUNITY MANAGER BASICS

Be consistent: if you post events, always post events there (don’t get lazy)

Always monitor (sign up for text alerts when people comment on your site)

Always reply (don’t ignore inquiries, questions, comments, suggestions)

Provide incentives – add value to the experience (what will they get here that they won’t get anywhere else?)

FACEBOOK ENGAGEMENT

Create a Facebook page for your alumni magazine – great way to solicit story ideas, questions, letters

Measure fans & engagement – lots of fans doesn’t make you engaging; set your own benchmarks

20% of your fans will engage 80% of the time – cultivate them, make them feel valued, welcomed

33% of Facebook posting is mobile opportunities to engage beyond typical work-day.

FACEBOOK INSPIRATION

ESPN www.facebook.com/ESPN Big Bird www.facebook.com/BigBird Cleveland Indians www.facebook.com/Indians American Idol www.facebook.com/AmericanIdol April 27 Tornadoes www.facebook.com/April27Tornadoes

THANK YOU!

Questions, comments? Please contact me!

@marisacp51 marisa@cmswire.com www.marisapeacock.com www.cmswire.com