Managing Your Social Community: More Than Just "Set it and forget it."
More Than Just Set It And Forget It - Managing Your Social Community by Amy Vernon
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Transcript of More Than Just Set It And Forget It - Managing Your Social Community by Amy Vernon
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Who Is Amy Vernon?
I do stuff on the Internet
• 20 years as a newspaper reporter, editor and blogger
• Top female submitter of all time on Digg.com
• Consultant to the stars (OK, not really, but I’ve worked with lots of companies & publishers, including AOL, VentureBeat, and Dailymotion.
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Community Rules on Social Media
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Baby Steps First
• Resist the urge to go everywhere at once.
• Who is your audience?
• Who else is your audience?
• Where are they?
• Go there. Not the other place.
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Research, Research, Research
• Why did people follow you?
• Why did you follow them?
• What are they interested in?
• Who else do they follow?
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Photo by Moridin_ via Flickr Creative Commons
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Tools
• Knod.es
• Nimble
• Twtrland
• Traackr
• Little Bird
• Followerwonk (Moz)
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Photo by Paul Cooper via Flickr Creative Commons
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Best Practices Are Just the Beginning
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Dilbert strip, Sept. 3, 2008
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Cultivating Community
• Going to where your audience/community –just the first step.
– Engage in conversations
• Twitter chats
• Google Hangouts
• Facebook conversations
• Livefyre Q&As
• Where they’re talking, you should be talking
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Photo by F. Gopp via Flickr Creative Commons
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Growing Community
• Once you’ve actually talked to people, start following
• See who they’re following. Maybe they’re interesting, too?
• Curate content appropriate to these peoplecommunity.
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Photo by Seer Snively via Flickr Creative Commons
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Growing Community
• Set a daily routine
– Start slow, 10 minutes per day
– One day, find new people toengage with
– Next day, engage with some ofthose people
– Set an initial goal of 5 new engagements per week
– Work your way to 5 new engagements per day
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Photo by Steve Tannock via Flickr Creative Commons
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Automation ≠ Bad
There’s a difference between this:
And this:
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R2D2 via Star Wars EncyclopediaCylons photo via SyFy Cylon Gallery
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Automate Work, Not Engagement
• Reminders, schedules, moving content from one spot to another.
– Nimble, for automated reminders to re-engage.
– IFTTT to automate transfer of content from source to Tweet buffer or elsewhere.
– BufferApp to automate your posting schedule, to keep the momentum going.
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You don’t own your community
Your community owns you.
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Case In Point: Corning
• Corning’s this company that makes industrial glass.
• They made a cool video that people really loved.
• It broke all the “rules” by being too long, not being funny, having branding in the corner and stuff like that.
• It broke all the records.
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A Day Made of Glass
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22,399,400 views on YouTube as of late October.
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So Then What?
• The video started going viral about 3 weeks in
• Got millions of views through organic sharing
• The watermark? Even if it got repurposed, branding would still be there.
• Community grew up around the video.
• Corning realized it no longer “owned” the video.
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Huh?
• Corning recaptionedit into Chinese (two dialects),Japanese, and Spanish.
• Provided an uncaptioned version; fans translated it into other languages, including Greek.
• Fans remade it at different speeds, including one to the Benny Hill theme song.
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Yeah, And?
• It was so popular, they made a sequel.
• In multiple languages.
• A sequel.
• To what was, basically, a commercial.
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By the Numbers
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In the second half of 2012, Corning’s social channels:
• Facebook: 10K+ likes (Now 11K+)
– 20% increase in followers
• Twitter: 6K likes (now 7K+)
– 18% increase in followers
• YouTube: (now) 34K+ subscribers
– 48% increase in subscribers
Source: Corning Case Study Slideshare from Blogwell, April 2013
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They Got It
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So Can You
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Thanks and Keep In Touch
www.amyvernon.net
www.Facebook.com/AmyVernon
www.Twitter.com/AmyVernon
plus.google.com/u/0/+AmyVernon