The Five-star Program - How to marry Social Media Marketing with Community Building
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Transcript of The Five-star Program - How to marry Social Media Marketing with Community Building
How to marry Social Media Marketing withCommunity Building and Community Management
The Five-star Program*****
By Ewold de Bruijnestrategic communications adviserBrightmen and Coolwordswww.bmcw.nl
Contents
Permission to follow(-up)
Building and maintaining ‘flourishing’ communities
Facilitating group processes aimed at flourishing
Community Building Model
Community Building Program Management Principles
Creating ‘Unique Buying Reasons’
Community Management Solutions
Community Management results
Permission to follow(-up)delivery vehicle for
unique contentself-expression
(user-generated)encouragement
to engage, gentlylighthearted,
casual and fun
58% expects to gain access to exclusive content, events, or sales
Communities enable people to ‘flourish’
‘Flourishing’ is a psychological concept* and an economic reality
It focuses on what people are continuously looking for and on what they will pursue out of their own free will:
Positive Emotions
Engagement (‘flow’)
Relationships (with other people)
Meaning
Accomplishments
Building and maintaining flourishing communities
* Dr. Martin E.P. Seligman
Where marketing is about ‘meeting needs’, communities are about ‘creating fertile ground for flourishing’
Followers and fans are informal groups (‘pseudo communities’)crystallized around a common interest
Pseudo communities can be nurtured into ‘real communities’,i.e. groups producing tangible results
Community Building and Community Management centeraround facilitating five basic functions in group dynamics*:
Forming
Storming
Norming
Performing
Adjourning
Facilitating group processes aimed at ‘flourishing’
= Information exchange
= Relationship building
= Competence development
= Validation and proof
= Acquisition of ‘totems’
(re. Positive emotions)
(re. Relationships)
(re. Meaning)
(re. Engagement)
(re. Accomplishments)
* Dr. Bruce W. Tuckman
Community Building Model
Tools forInformation Exchange
Tools forRelationship Building
Tools forCompetence Development
Tools forValidation & Proof
Tools forAcquisition of Totems
engagement timeline
incr
easi
ng u
nity
, coh
esio
n
ad-hoc interventions
planned interventions
All five functions are offered, sometimes simultaneously
Community members choose ‘out of their own free will’which functions they want to use and when (it’s their process)
The Community Manager keeps the dynamic group processes going by re-activating, repeating, revitalizing, renewing, …
Interventions continue for a planned period of time, or indefinitely
Programs are dovetailed with Social Commerce activities
Programs include interventions to engage other strategic stakeholder groups, such as: journalists, experts, business partners
Community Building Program Management Principles
Creating ‘Unique Buying Reasons’
Time andAttention The Party The Trick The Beauty
ParadeTreasures
Being notedand noting:- people- topics- places- things- ideas- interests- needs
Comingtogether:- activity- meet 'n greet- get to know- mix 'n match- touch and feel- connect & interact- make fun, have fun
Becoming amaster:- learning a routine- developing skills- a personal
make-over- transforming into
‘a competent one’- sorcerer’s apprentice
Committing and competing:- the judges- the nominees - the voters- the fans- the crowd- the media- the proof- the recognition
Getting it,keeping it:- the memento- the trophy- the proof- the elixir- the local- the temporary- the personal- the special
tagginginclusion and personalisation, turninganonymous suspects into prospects
creating a mythdirecting thoughts and giving
people a focus
settingstandards
creating preference
giving choicescommitting to personal values
making theoffer
personal economic investment
Wha
tthe
yw
ant
What we do
Community Management SolutionsInformation Exchange
Reactive
• Promotion of participationi.e. reacting, posting encouraging messages, chatting with (prospective) community members - both on-line and off-line
• Monitoring of community activityi.e. keeping an eye on the contents of on-line and off-lineuser-generated content, tracking topics, assessing ‘the mood’
• Issue managementi.e. correcting blatant violations of good taste, taking remedialaction when discussions or suggested activities go the wrong way,rapid response trouble shooting and problem solving
• Discussion managementi.e. setting the agenda by introducing new topics, by re-introducing topics, by ‘coaching’ key influencers
• Inbound alertsi.e. reporting back to the organization (client) what’s going on, what’s making the community tick, community initiatives/activities
Proactive
• Outbound alertsi.e. sending out messages to the community, on behalf of the organization (the client), or on behalf of contributors
• Stakeholder updatesi.e. creating editorial content to inform the organization (the client) and its stakeholders about upcoming events, new outreach initiatives, etc.
• Promoter engagementi.e. recruiting, selecting and briefing appealing and active representativesof the (envisioned) community, stimulate them to act as ‘magnets’
• Scripting, messaging, postingi.e. producing a storyline (or more storylines), writing pieces of content, inserting pieces of content (quotable lines, ‘good ideas’), keep feeding
• Bloggingi.e. writing articles ‘about us, the […] community’, connecting the dots,wordsmithing ‘the myth’ on behalf of the community
• Media engagement (journo’s)i.e. target relevant media, identify journalists, feed stories to them
Tim
e an
d at
tent
ion
Community Management SolutionsRelationship Building
During the event(s)
• Live coveragei.e. producing newsfeed (text, still images, video) and distribute‘editorial’ content via social media and professional news media
• Event managementi.e. on-the-spot production management, registration of participants,overseeing F&B, vendor activities, media facilities, etc.
Before the event(s)
• Content developmenti.e. copywriting, production of presentation materials
• Event planning, organization, hostingi.e. logistics, administrative chores
• Social agents supporti.e. briefing them, dressing/styling them, rehearsing key lines
• Primingi.e. producing and distributing content to set the agenda, set expectationsregarding the event, prompt certain topics (‘what’s it all about, really…’)
After the event(s)
• Content production and deliveryi.e. producing more newsfeed (text, still images, video) and distribute‘editorial’ content via social media and professional news media
• Re-visit, relive, reporting platformi.e. create on-line archive (‘the official files’) and repository for user-generated content (photos, videos, messages), friend finder, souvenirs
The
part
y
People are willing to pay for events and
to spend money at events
Community Management SolutionsCompetence Development
Training materials productioni.e. curriculum development, instruction manuals, materials for the participants, tests
Training facilitiesi.e. locations, logistics, administrative churns
Training facilitatorsi.e. recruiting, selecting, briefing, training and supporting trainers / instructors / moderators / hosts
Certificationi.e. validation of objective norms related to skills /competencies by independent ‘authorities’ (e.g. ‘advisory board’),and keeping a registry of candidates, personal data, results,personal ambitions
The
tric
k
People are willing to pay for seminars,
training courses,workshops…
and they enjoy thesekinds of activities
Community Management SolutionsValidation & Proof
Award and recognition ceremoniesi.e. event planning, organization and communication, pre-event / during event / post event content production, logistics support
Juror supporti.e. briefing and instructing jury members, keeping them informed,making sure that they are in the right place at the right time
Candidate supporti.e. providing them with information about entering the contest / being nominated, the nature of the validation process and theexpectations regarding their presence / contributions
Whitepaper productioni.e. doing research, writing, editing, doing the art work, taking careof reproduction and distribution of publications (on-line, off-line)
Testimonial collection and clearingi.e. interviewing key players, copywriting, photo/video shoots,formal approval and waivers (re. copyrights, for instance)
Maximizing media coveragei.e. story identification, story building, pro-active media outreach (including outreach to social media heroes), content production and delivery
The
beau
ty p
arad
e
People just can’t getenough of competitions,
contests and games
Community Management SolutionsAcquisition of totems
Identification of product candidatesi.e. listing products from the clients portfolio and from third parties thatcould be included in the offering, suggesting ‘special products’ and campaign-related merchandising
Supplier managementi.e. making arrangements with product suppliers – logistics, commercial /financial conditions, promotion / presentation
Product PR and Social Promotioni.e. producing news media and social media content, soliciting coverage(‘free publicity’), feeding on-line and off-line discussions (Word of Mouth)
Pre-sale customer informationi.e. providing product-related information (specs, prices, delivery process)and support (answering questions asked online, inbound calls handling)
After sales monitoringi.e. following (social) media activity, analyzing user-generated product-relatedstatements, reporting relevant findings back to vendors
The
trea
sure
s
Been there, done that,sent the postcard,
bought the T-shirt…It’s just irresistible!
Increased satisfaction and fan loyalty
Enhanced corporate reputation, brand reputation
Free publicity spin-off
Increased willingness of target audience to engage more often
Community Management results
www.bmcw.nl