Community Service Management
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Transcript of Community Service Management
?
Community Management?
Engagement CommunicationInfluence
The Big Picture
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Did you know...?
Community Management!
1. Engagement Pyramid2. Levels of Influence3. Communication4. Pro-active CM Services
Step 1 – Engagement Pyramid
The ressources of vibrant communities are those, who might never even log in to a community page, channel or forum. But: New community members recruit from this level. If there is no healthy basic layer, the
community will dry out inevitably.
Passive Customers
Listeners already associate with your community. They are well informed, but not necessarily visible in engagement stats, although they are
engaged in community activities.
Passive Customers
Listeners
Contributors are the „classic“ community members. They are highly engaged, they take part in community activities, but they do not lead or
influence opinions. They join and backup opinion leaders.
Passive Customers
Listeners
Contributors
Opinion Leaders can be viewed as the spearhead of the Engagement Pyramid. They will express their love and hate as they feel it is the time to „blow the whistle“ - then, Community Management is in charge to listen
seriously and react....
Passive Customers
Listeners
Contributors
Opinion Leaders
...to facilitate and foster a constructive and healthy discussion environment, which leads to utilisable feedback. With the Community Management
expressing the will of a brand to take the needs of its community seriously, this will help to reduce negative opinions and grow positive sentiment.
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Example – Opinion Leader creates discussion
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice
Discussion
Example – Opinion Leader counters arguments
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Discussion
Example – Positive contribution backs discussion starter
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
I also enjoy!Discussion
Example – Additional contributors keep the discussion hot
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
DiscussionI also enjoy!
Example – Listeners pick up the pros & cons of the discussion and spread the word to their buddies.
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
Spread the wordto less engaged buddies
DiscussionI also enjoy!
Example – Although Passive Customers won't get involved in the original discussion as they search for problem solvers, they will get influenced by
more engaged friends and buddies.
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
DiscussionI also enjoy!
Takeaway: Opinion Leaders can be viewed as the concentration of opinion at the top of the engagement pyramid – what means: You need to think of them not only as a single, vocal person, but also of the slew of supporters
and possible influencers following closely behind.
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
DiscussionI also enjoy!
Step 2 – Levels of Influence
„More engagement leads to more influence, but influence grows top-down“
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
This means: The four levels of the engagement pyramid ...
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
… can be seperated ...
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
… into three basic Levels of Influence.
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
Core Community - these are the highly engaged forum and social media members, bloggers and fanpage hosters. They are ressources of valuable
product feedback and they will act as multiplicators for any kind of sentiment
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
The Support Community extends the Core Community beyond offical channels and known fansites. Listeners are the most versatile group of support
influencers, because they are in direct contact and part of the third group...
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
..which is the Buddy Community. There, most of the influence and word of mouth effect is created. This section can also be dubbed as the transition
to the „Long Tail“ of the Levels of Influence „picture“.
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
Finally..
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
..the Levels of Influence...
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
.. lead to a common term ..
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?Give it a try..!
That's nice Don't like
I also enjoy!
.. which incorporates the effects of ..
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?
Cares about Community feedback?That's great about the game..
Give it a try..!
That's nice Don't like
I also enjoy!
...engagement, opinion and community...
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?That's great about the game..
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
.. in a single question, that also holds the answer, why it is important to care about the Engagement Pyramid and the Levels of Influence:
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
„Did you know...?“
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
„...that this is a great product I can fully recommend!“
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
In order to build a strong community and a positive sentiment around your brand, this is the answer, Community Management is working towards!
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
Step 3 – Communication
To achieve this goal, some additional communication is needed:
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
Did you know...?
I also enjoy!
Community Management is part of the process of Marketing incentives..
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
Marketing
That's nice Don't like
Did you know...?
I also enjoy!
...and Public Relations activities to create brand awareness and a positive brand perception. While Marketing and PR take on the messaging..
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't like
Did you know...?
I also enjoy!
...Community Management aims to vice-versa connect the brand with its community by showing proximity and creating a feedback channel.
Embrace, engage, involve – these are the key terms.
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
Through incentives, for example like contests and events, the community not only connectes with a brand ...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
..but also generates valuable feedback, which will help the brand to improve services and products.
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
On the other hand, the (social) media buzz, initially generated by PR, Marketing and Community Management incentives..
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
...will be fueled by the engaged community members...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
...leading to a broader and stronger Level of Influence...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
..what eventually generates a stronger word-of-mouth effect and grows brand awareness and positive brand perception.
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
4. Pro-Active CM = Maximize Effects
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
The following pages show some of the tools, we are using to achieve this goal!
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
++
++++
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
++++
+ --
--
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
CommunityCoordination
++++
+
+
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--
+
+
+
+
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
Feedback Tracking
CommunityCoordination
++++
+
+
--
--
+
+
+
+
+
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
Feedback Tracking
Events &Promotion
CommunityCoordination
++++
+
+
--
--
+
+
+
+
+
+ +
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
Social Media Management
Feedback Tracking
Content Management
Events &Promotion
CommunityCoordination
++++
+
+
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Thanks for your attention!
Edelmann Community Management
We Care About Your CommunityEmbrace. Engage. Involve.
http://www.edelmann-cm.comfacebook.com/edelmannCM
twitter.com/edelmannCM