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Page 1: Creating Safe & Supportive Online Communities

C R E AT I N G S A F E , W E L C O M I N G & S U P P O R T I V E

O N L I N E C O M M U N I T I E S

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(C) Quiip 2013

About me

• Worked with over half a million users in a range of private and public communities - including Editor & Community Manager, Essential Baby (Fairfax Digital).

• Created the world’s first, annual Community Management conference - swarm.

• Founder and Senior Community Manager of the Australian Community Managers’ FB group (900+ members)

• Worked with online communities for a decade

• Focus on youth and high-risk/sensitive communities

• Currently work with ReachOut.com, Redkite, State & Federal Govt.

Alison Michalk

CEO of Australia’s leading community management consultancy, Quiip

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(C) Quiip 2013

About me

• Worked across the community sector: youth work, domestic violence support, juvenile justice, disability, women’s health, community development

• Worked for organisations across Australia, South-East Asia and the UK for over 11 years.

•Three years ago I took my knowledge and skills online with ReachOut.com by Inspire Foundation as the online community manager.

• ReachOut.com was the worlds first online youth mental health service.

• Forums were launched in 2006, and in 2012 I led their redevelopment

• Now, every month, over 10,000 visitors come to our forum community to get help from other young people

Sophie Potter

Online Community ManagerReachOut.com

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T O D AY ’ S P R E S E N TAT I O N :

1. I N T R O

2. K E Y C O N S I D E R AT I O N S I N R I S K Y E N V I R O N M E N T S

C R E AT I N G A S A F E A N D W E L C O M E S PA C E V I A :

3. P O S I T I V E R I S K TA K I N G &

4. U S E R - C E N T R I C C O M M U N I T I E S

5. A N O N / P S E U D O N Y M I T Y V S R E A L N A M E

6. O W N E D E N V I R O N M E N T S

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W H AT I S C O M M U N I T Y ?

“ A S P E C I F I C G R O U P O F P E O P L E W H O F O R M R E L AT I O N S H I P S O V E R T I M E A R O U N D A S T R O N G C O M M O N I N T E R E S T ” .

1 I N T R O

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W H AT I S C O M M U N I T Y M A N A G E M E N T ?

T H E D I S C I P L I N E O F E N S U R I N G P R O D U C T I V E C O M M U N I T I E S .

!

D R AW O N Y O U R O F F L I N E S K I L L S & E X P E R I E N C E S .

!

N O T A B O U T T O O L S .

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2 K E Y C O N S I D E R AT I O N S F O R R I S K Y E N V I R O N M E N T S & V U L N E R A B L E G R O U P S

!

• Have a strategy

• Understand what type of community

• Community is a discipline - science & art

• Utilise learning, resources, training and support

• Focus on outcomes not platforms

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WHY?

establishing a community/

social presence

WHO?

are the members you want to attract

WHAT?

do you want to achieve

HOW? are you going to

achieve your objective and

purpose

WHERE ?

will the community

be

WHEN?

does the group need to be activated

C O M M U N I T Y S T R AT E G Y

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ReachOut.com community forums boost protective factors, such as:• Sense of

belonging

• Adaptive coping strategies

• Help-seeking behaviour

• Mental health literacy

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Types of community

!

1. Community of Practice.

2. Community of Action.

3. Community of Circumstance.

4. Community of Place.

5. Community of Interest.

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C O M M O N C H A L L E N G E S / M I S TA K E S

!

• Lack of resources - platform, people, process. Humans.

• Budget commitment

• Time & patience

• Field of dreams (Need to actively build a habit!)

• The big launch. Rapid growth/short-term focus.

• Reactive Community Management role.

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W H AT I S A P O S I T I V E R I S K TA K I N G A P P R O A C H ?

!

• Rigorous & collaborative risk assessment

• Online Community Guidelines (and site Terms of Use)

• Moderation parameters & flowcharts

• Content Assessment & Escalation Chart / Risk Mitigation

• Response Protocols, Positive Pro-active engagement

• Internal Community/Social Media Management Training and

Support

3

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# 1 R I S K M I T I G AT I O N

Legal and Brand Risks

!• Breach of copyright / Intellectual property

• Defamation and Discrimination

• Contempt of court

• Bullying

• False and/or misleading information

• Violation of the Competition & Consumer Act

• Regulatory guidelines

• Crises leading to PR disaster, impact on share value,

loss of revenue etc.

User risks

!• Negative experience / poor customer services

• Profanity / content

• Disclosure of personal and/or private

information of themselves or others

• Duty of care

• Trolling and/or bullying

• Neglect

• Personal harm / mental health

• Protection of minors

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MODERATION CONSIDERATIONS

HOURS OF COVERAGE

168 P/W!

COMMUNITY PEAK TIMES

RISK WINDOW

PROCEDURES & PROCESS

RESOURCES +

SKILL LEVELESCALATIONS

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# 2 P R O - A C T I V E , P O S I T I V E E N G A G E M E N T

!

Facilitating, nurturing and increasing engagement and peer interaction.

!• Crafting compelling content

• Welcome and engaging members

• Encourage peer-to-peer interaction (vital for communities, harder to achieve in social media)

• Surface insights and feedback — drive change, product design, service delivery

• Measuring community sentiment

• Reinforcing and rewarding positive behaviour (“surprise and delight”)

• Highlight high-quality community content

• Showcase users - within the community - but also back to the client/org

• Resolve disputes / issues

• Engage in line with the client’s objectives

• Use engagement to champion use of social, encourage by-in from broader business units

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# 3 S T R AT E G I C O V E R S I G H T

!Understand the broader business objectives and how to align to social/community

!• Why are you establishing a social media presence and/or community?

• Who do you want to reach/attract?

• What do you want to achieve and how will you achieve your objective and purpose?

• Where will the community be? (Communities can be “cross-platform”)

• When does the community need to be active?

• How will you define success? What are the KPIs for the Community Manager? Does the

broader business understand and support the community development?

!

📊

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For us, peer mods are vital…and critical to the success of ReachOut.com by: • Building community • Providing peer-to-peer support - empathy through shared

experience • Proves there is a “light at the end of the tunnel” • Foster a respectful site culture: focus on the issues rather than

individual problem focused • Manage risk by non permissible content – removal or escalation • Strengthen youth participation model, ensuring RO.com is relevant

for all young people

U S E R - C E N T R I C C O M M U N I T I E S4

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Risk Management

• Young people design, role model & enforce guidelines:

• Anonymity and privacy:

• Peer-to-peer support: • Clear boundaries &

extent of service: • Self-moderation: • Technical risk

mitigation:

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Self-harm and suicidal contentTips from MHFA >

< Tips from BeyondBlue.

What if someone seems suicidal? 1. Do they have means, or access to means?

2. Do they have a plan and/or an intended date/time?

If YES to either — treat as an emergency.

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O N L I N E C O M M U N I T Y G U I D E L I N E S

V I D E O R E A C H O U T. C O M

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!R E A L N A M E V S P S E U D O N Y M I T Y 5

The value of anonymity:

- Creates a safe environment for communities of support

- Feels private and confidential

- Members feel free to talk

- Avoid creating unhealthy dependencies

- As the admin you still have contact/IP details to manage risk

!

Challenge:

• Building relationships between anonymous members

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!O W N E D E N V I R O N M E N T S6

Why create an “owned” space? Some of the reasons may include:

• Long-term asset for the organisation

• User-generated content & space

• Content & control remains with the company (not subject to continual

changes ie. Facebook)

• Better ability to contact & engage with members, and disseminate

information

• Better archiving & search functionality

• Better moderation & management functionality

• Build member loyalty

• Idea generation / product development

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“I never thought that a silly post about my feelings on an internet forum could end up being the start to a new change. I have realized that I can recover from this and I thank you so much for pushing me in the right direction.I feel that I will get through this.”

“Veronica”, 19yo, 15th March 2013

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!T H A N K Y O U !

!@ Q U I I P

W W W. Q U I I P. C O M . A U

W W W. S WA R M C O N F E R E N C E . C O M . A U !

@ S O P H I J AY P R E A C H O U T. C O M