Back to Basics - Fundamentals of Community Management

Back to

Basics How to Build the Best Social

Community for Your Brand

Jason Cruz

Today is about…

How to Create

Authentic Conversations in an Online Community

How to Create a

Consistent Voice and

Persona on Social Media

How to Fit Great

Content to a Great Story’s

Online Context

@jsncruz | jsncruz.com

Today is not about…

How to Magically Grow Your

Social Media Assets’

Audience

How to Find Your

Community’s Secret Needs

and Wants

How to Create

Content for Daily and Real-Time

Use


THE SOCIAL MEDIA CAPITAL

Philippines and Social Media


Rich Opportunities Everywhere

Massive demand from brands and businesses, but little supply.


Rich Conversations Everywhere @jsncruz | jsncruz.com

A brand’s online community determines how it is perceived,

understood, and heard on social space.


BACK TO BASICS

The Fundamentals of Managing Social Media Communities


Conversations

“The simplest way to stand out is to respond to people and help them out. Most people are too lazy to respond to a tweet… by

doing simple things like this, you will stand out.”

Neil Patel Kissmetrics.com

Source (quote): postplanner.com/small-business-tips-for-standing-out-on-social-media/


Application of Conversations

Most of Coca-Cola Philippines’ tweets are replies or direct tweets to both followers and non-followers.


Consistency

“[Standing out on a crowded web on social ...] What it requires …

persistence and continuous promotion.”

Jeff Bullas Jeffbullas.com

Source (quote): postplanner.com/small-business-tips-for-standing-out-on-social-media/


Application of Consistency

Jollibee’s food-specific content are consistently optimized for Instagram and often user-generated.


Context

“You can only increase your chances of jumping onto

moment-marketing opportunities by having a dedicated, alert, and

on-point social media management team with the

liberty to produce and execute content as events unfold. .”

Jason Cruz Jsncruz.com

Source (quote): marketing-interactive.com/facebook-downtime-kitkat-ph-break//


Application of Context

KITKAT Philippines took advantage of a critical moment and used the right story at the right time.


SUMMARY

The Three Elements of an Effective Social Media Community


Conversations Drives social traffic and generates sentiments

Consistency Strengthens identity and differentiates

Context Creates entertaining or educational relevance


FINAL WORD

Social Media Communities in a Nutshell


Social media works by being social. A brand must live and breathe being social to build

authority, credibility, and loyalty.


TRYING IT OUT

A Short Workshop on Elements Application


Objectives

Create realistic and applicable response reaction skews.

Create checklist for social content guidelines and trigger events.

A Community Management response

framework/system

Social media content entry points

Task Output


Response Framework/System

Positive Neutral Negative

Creates social value for the brand/business

Creates social reach for the brand/business

Creates negative social reach for the

brand/business

Creates emotional value for the brand/business

Creates negative sentiments towards the

brand/business

Creates financial value for the brand/business

Creates detractors and online hate

Instruction Fill out each box with at least one (1)

sample reaction post.


Social Media Content Entry Points

Instruction Create combinations (blue-red, four

max) of content themes.

Brand

Community

Educational

Entertaining

Re

leva

nce

Co

nte

xt

Content Theme


The community members’ interests comes first – but not

at the expense of brand integrity.


Thank you!

Connect with me: @jsncruz

Back to Basics - Fundamentals of Community Management

Education

Transcript of Back to Basics - Fundamentals of Community Management