DEVELOPMENT OF INTERNET ACTIVISM IN BELARUSIAN MEDIA

Why does an Internet project need a Community manager? Additional expenditure or a visionary investment?

How to deal with passive site visitors?

Live site = high quality content + competent Community manager

Alternative to a Community-manager in Belarusian realities

1.COMMUNITY MANAGER’S ROLE AND GOALS

2. WHY PEOPLE COMMUNICATE ONLINE

3. TYPES OF PARTICIPANTS IN ONLINE COMMUNITIES

THE MANY FACES

YOU are an advocate and protector for the client.YOU are loyal to the brand. YOU correspond with many clients and divisions. YOU are the most public person for the majority of the product costumers.You always speak on behalf of the brand. (as defined by the client)You must constantly analyze the mood in the audienceYou are constantly facing the harsh criticism, both deserved and notMake no mistake: despite the friendly look, community manager's job is associated with a high sense of responsibility.Each word can be used against you

Active participation in online communication: social media, the blogosphere, Twitter, Facebook.

Active participation in the adjacent communities

Organization of promotions, discounts, lotteries, etc.

Participation in conferences and off-line meetings

Attract new customers, increase sales, audience retention.

Provide customer satisfaction, build buzz, and create n effective word-of-mouth campaign.

ROLE

FEATURES•Friendly

•Hospitable

•Ability to listen

•Loves to communicate

GOALS1.Attract people (маркетинг, PR, word-of-mouth)2.Turn them into the audience.(Conversion)3.Keep the audience.(Retention)4.Increase sales(Drive Sales)

FUNDAMENTAL ISSUES

• Know thoroughly both the product and the company

• Explore the audience• Direct the community in the

right direction• Ensure a convenient space for

communication for the community members

WAYS TO ACHIEVE OBJECTIVES

What do we do now? The constant question of the beginner.

• Make people feel at home. Many newcomers like to be presented (especially in the West). Give them this opportunity.

• Choose a topic for discussion. Community Manager activates the discussion, questions and answers making sure that the users will come back.

• Resist the offtopic. Check if the talk sticks to the topic of discussion.

• Resist the negativism. Argues, foul language, making it personal, etc. all of this destroys the community.

• Help the users. Personally.• Analyze what people say about you and the brand

on the Internet• Say “I”.

HOW TO RUIN EVERYTHING

• Poorly interact with other departments. Community manager says one thing and other company representatives say the opposite. You want to be open and share everything, and your bosses do not want that Do as your bosses say.

• Do not react to the community demands, do not take part in the deliberations, do not organize the participants.

• Arrange a few elite groups and communicate only with their members.

Self-promotion / advertising of own brand.. Information search. Communication for communication: Top

communities communicate on their own, without outside interference.

For the sake of profit. (discounts, promotions, coupons, etc.)

Whine, a tough criticism. For some people the Internet is a great tool to let off steam

Communicate with peers. To have a place, which is not ashamed to

belong to To make useful connections To get support

WHY PEOPLE COMMUNICATE ONLINE

Forum chatterboxes. In life they are modest, shy people. Sometimes they even begin to actively communicate offline.

Cruel, rough, "honest." In fact, ordinary people. Behave this way online. Members of the many networking organizations: clans, gangs, groups, etc. Voice of reason. (Conscience of the community). The most peace-loving

members of the online community, they want everyone to reconcile. The pile-on Dissenters. People who seek to undermine the authority of the

administration of the resource. Fans of de-anonymisation and harassment of workers.

Newbies Leaders Non-writers. Oldies Experts _____________________________________________________________ Trolls Spammers Frondeurs People who want to mark their superiority. (The Hecklers) Elite

WHO WE MEET ON THE INTERNET