CIPRsm

COMMUNITY MANAGEMENT TOOLS AND TECHNIQUES

Paul FabrettiDigital Director, Brazen PR@paulfabretti

CIPRsm

WHAT WE’RE GOING TO COVER

1. What IS community management?

2. Why is there a problem?3. Common community

management issues4. So what do you need to think

about?5. Questions

CIPRsm

WHAT ARE WE TALKING ABOUT?

Developing and nurturing an audience under a common interest:

Creating contentResponding to customers:

Customer service/salesOutreach/moderationDirecting business change

CIPRsm

WHY ARE WE TALKING ABOUT IT?

1: These are tough times:Recession PR - more from lessUndefined role/structure – who and when?

Inefficient – time drain

CIPRsm

2: Consumer behaviours changing:

Always-on – how to keep upShares – good & bad content/experiences

Collaborates – together consumers are stronger

Creates – on-ramp to creativity is much lower now than ever

WHY ARE WE TALKING ABOUT IT?

CIPRsm

TYPICAL CM ISSUES - CHANNELS

1: Social is multi-format and mobile:

Diverse - different platforms with different functions

Content types – different formats

Speed of response – real-time

CIPRsm

TYPICAL CM ISSUES - GEOGRAPHY

2: Social is global:Timings – different time zonesLanguage – multiple translations and tones

Variances – local product and trends

CIPRsm

TYPICAL CM ISSUES - ORGANISATION

3: Social isn’t everyone’s business

Curation – different teams, different plans

Purpose – comms or marketing or CS

People – not everyone cares (or knows) as much as you

Feedback – how does the business learn

CIPRsm

CM PLANNING CHECKLIST – AUDIENCE

1a: Know:You & your productsYour competitorsYour sectorWhereMedia UsedMetrics

YOU

CIPRsm

CM PLANNING CHECKLIST – AUDIENCE

1b: Know:Media split – which are your time-consuming channels

Themes – recurring issues or praiseContent – conversations or mentionsPeople – Influencers or Passives

CIPRsm

CM CHECKLIST – THE AUDIENCE

Understanding the media split is crucial – know where you time-consuming channels are

CIPRsm

CM CHECKLIST – THE AUDIENCE

Understanding the media split is crucial – know where you time-consuming channels are

15%230

10%44

4%6

2

CIPRsm

CM PLANNING CHECKLIST – TIME

Twazzup: Velocity Influencers Popular:

users hashtags keywords

CIPRsm

CM PLANNING CHECKLIST – INFLUENCERS

Socialbakers: Key Influencers Twitter &

Facebook Most engaged

users Post

reach/engagement

CIPRsm

CM PLANNING CHECKLIST – CONTENT

edgerankchecker: Content

performance Evaluate news

stream visibility/ average engagement metrics for each post

Identify optimum times/content for your sector

CIPRsm

CM PLANNING CHECKLIST – TIMINGS

Expectations: Routine Opening hours Setting

expectations House rules

CIPRsm

CM PLANNING CHECKLIST – CONTENT

retweetrank: Reach and

Exposure Average RT/Tweet Total RT’s Influencers Follower growth and

more

CIPRsm

CM PLANNING CHECKLIST – PEOPLE

STRATEGIST

• Commercial objectives

• Metrics• Process (sourcing,

posting, moderation)• Content Strategy:

(frequency, time, content type, moderation process)

• Internal strategic liaison

COMMUNITY MANAGER

• Delivery of content plan

• Content moderation

• Influencer/Detractor management

• Issue escalation

• “General” conversation

EDITOR

• Writing• Status

Updates (and accompanying multimedia content)

• Blog posts

RESEARCHER

• Brand monitoring

• Competitor analysis

• Content gathering – internal liaising

CIPRsm

CM PLANNING CHECKLIST – POSTING

Content plan: Annual plans 2/3-months

ahead Localisation Legal approval Assets (lead

times) Posting

schedule A SHTF plan

CIPRsm

CM PLANNING CHECKLIST – MODERATION

Can you add

value?

Evaluate the

purpose

Respond in kind &

share

Thank the

person

Unhappy Customer

?

DedicatedComplain

er?

Comedian?

NEGATIVEPOSITIVE

Yes No

Do you want to

respond?

No Response

No

Yes

Take reasonable action to fix issue and let

customer know action taken

Are the facts

correct?

Gently correct the facts

No

No

No

Yes

Are the facts

correct?

Does customer need/deserve

more info?

Yes

Explain what is being done to

correct the issue.

Yes

Is the problem

being fixed?

Yes

Let post stand and monitor

No

Yes

NoYes

Yes

Assess the message

CIPRsm

CM PLANNING CHECKLIST – PLATFORMS

Platforms: Auto-schedule Team

roles/permissions/assignments

Moderation queue

Content/user flagging

Engagement analytics

CIPRsm

SUMMARY

Check volumes/channels Categorise content/issues Know who/what to respond to Use a professional tool (to schedule,

moderate, assign) Plan ahead – content gathering SHTF plan

CIPRsm

Questions

CIPRsm

THANK YOU

The next Social Summer sessions are:

• In the race for more followers and fans, have brands forgotten about the importance of

engagement? – 13 September • Social TV – A fertile ground for engagement

and a nightmare for crisis – 20 September