Building Branded Communities (presented to #OMNLDN 30 Aug 2012)
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Transcript of Building Branded Communities (presented to #OMNLDN 30 Aug 2012)
Building Branded Communities
(See the video of Lisa’s talk here)
Lisa Barnett, Senior Community Manager
eModeration
First, Some Definitions
What is Community?
How Do You Feel About Online Communities?
• A dangerous place full of weirdos
• A scary place full of teens who speak in a language I
don’t understand
• A useful place to go for specific information (e.g. support
forums)
• A wonderful way of connecting with people all around the
world who are on my wavelength
• A place which enables me to interact with my customers
Why have a Community?
Market Research
R&D
Collaboration
Evangelism Customer Service
Community
Community Management
Growing Building Nurturing
Facilitation
Negotiation Strategy
Collaboration
Conflict Management
Why Community Management?
Main challenge faced in building a community?
People don’t behave the way you expect or want them to
Tools Allow for free and easy communication
Leadership Encourage the behaviour you want to see in the community
Culture Ideas and egos are fragile, so create a safe haven
Community Management is the Answer
Community Management allows the shaping of all of the above
Enter the Community Manager
A Jack of All Trades
Inside the Mind
Traits of the Community Manager
The Community Manager Diet
Community Management Best Practice
Your Audience
• Understand your members
• Build trust
• It’s not about you
• Foster belonging
Make It Valuable
• Demonstrate the value of community
membership
• Look beyond the obvious
• Communities create a stickiness
• Think long term
• Let Your Members Promote
Build the Right Community
• Look after your garden
• Protect membership from
sales
• Promote thought leadership
• Encourage positive
outcomes
Build the Right Community
• Size Matters
• Men & Women Participate
Differently
• Social media &
community are not the
same
Be Realistic
• Building communities takes time
• Win small victories
• Build guidebooks or playbooks
Support Community Managers
Your community manager
needs authority
Acknowledge the often
overwhelming nature of the
community manager role
Setting Expectations
• Have moderation staff available 24/7 in shifts where
possible if the community is active around the clock
• Try not to post in the forum on off hours
• Implement automation where possible
• Encourage forum members to help others
When building a new community, it is critically important
to set the availability expectations with customers upfront
10 steps for building a great branded community
1. Set your objectives
• But be prepared to be flexible
2. Make your tools easy to use
3. Don’t try to be everywhere
4. Keep it clean and safe
5. Set expectations
6. Have engaging content
But not full of marketing messages
7. Be consistent
8. Incentivise your audience
What’s in it for me?
9. Empower your champions
• Publicly recognised as your power users • Can act as your eyes and ears • Get moderator status • In return, you share freebies/discounts/special
offers with them
10. Don’t be afraid to ask
Thank you
Lisa Barnett
Senior Community Manager eModeration
uk.linkedin.com/in/lisabarnett
www.twitter.com/lisab88