WK 06. COMMUNITY MANAGEMENT
EMERGING + SOCIAL MEDIA, #ADPR4300
MARQUETTE UNIVERSITY
#PRSMS
Community Management
Break For 🍕🍕🍕
Meet the Midterm
Midterm + Social Listening Workshop
TODAY’S AGENDA
OCTOBER 7, 2015
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2Emerging + Social Media: ENGAGING COMMUNITIES
#ADPR4300 LEADERBOARD
WHO IS #WINNING ON TWITTER
3Emerging + Social Media: ENGAGING COMMUNITIES
4Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENT
THE ROLE OF THE FIRST RESPONDERS
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6Emerging + Social Media: ENGAGING COMMUNITIES
Community ManagementMONITORING, LISTENING, INTELLIGENCE
1. Monitor social channels for trends, insights.
2. Respond to consumer comments.
3. Amplify current positive activity, tone.
4. Lead changes in sentiment or behavior.
Consider
Brand Monitoring
Crisis Management Referrals and Recommendations
Brand Content Awareness
Evaluate Product / Programs
Buy Targeted Deals, Offers
Experience
Customer Service
Fostering Communities
Customer InputAdvocate
Brand Advocacy
Bond
7Emerging + Social Media: ENGAGING COMMUNITIES
Community ManagementMONITORING, LISTENING, INTELLIGENCE
1. Monitor social channels for trends, insights.
2. Respond to consumer comments.
3. Amplify current positive activity, tone.
4. Lead changes in sentiment or behavior.
Consider
Brand Monitoring
Crisis Management Referrals and Recommendations
Brand Content Awareness
Evaluate Product / Programs
Buy Targeted Deals, Offers
Experience
Customer Service
Fostering Communities
Customer InputAdvocate
Brand Advocacy
Bond
8Emerging + Social Media: ENGAGING COMMUNITIES
Community ManagementFIRST RESPONDERS
9Emerging + Social Media: ENGAGING COMMUNITIES
Community ManagementWHAT IT’S LIKE TO BE A CANARY
10Emerging + Social Media: ENGAGING COMMUNITIES
Community ManagementCOMMUNITY MANAGER ROLES
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COMMUNITY MANAGEMENTFROM BIG DATA TO SMART DATA
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Community ManagementROLES & RESPONSIBILITIES
!
Build Relationships Build and nurture relationships with community through engagement strategies.
Be an Advocate Serve as an internal advocate to customers.
Customer Service Expedite customer service requests and follow up to close the loop.
" #
Own Voice Maintain your brand’s voice while being personable and accessible.
$
Moderate Conversations Enforce guidelines and governance of communities in public and private platforms.
♥
Deliver Insights Share insights about customer trends and report on community successes.
&
13Emerging + Social Media: ENGAGING COMMUNITIES
Community ManagementTHE PERFECT CANDIDATE
THE PERFECT COMMUNITY MANAGER
Skills
• Communication
• Relationship building
• Conflict resolution
• Project management
• Technical
• Understanding of
human behavior +
motivations
• Alignment with brand
voice + culture
Attributes
• Entusiasm
• Attention to detail
• Self-awareness
• Adaptability
• Good judgement
• People person
• Resourcefulness
• Eager to learn
• Ability to think quickly
and solve problems
14Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTMCDONALDS: WE HEAR YOU
15Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTMCDONALDS: WE HEAR YOU
16Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTMCDONALDS: WE HEAR YOU
17Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTWHY GOOD JUDGEMENT IS IMPORTANT
18Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTWHY ATTENTION TO DETAIL IS IMPORTANT
19Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTWHY ADAPTABILITY AND OWNERSHIP IS IMPORTANT
20Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTPROJECT MANAGEMENT: BASECAMP
21Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTCOMMUNITY MANAGEMENT PLATFORMS
Tweet Deck
Sprout Social
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COMMUNITY MANAGEMENTCOMMUNITY MANAGEMENT PLATFORMS
Percolate
Hootsuite
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COMMUNITY MANAGEMENTFAQ DOCUMENT
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COMMUNITY MANAGEMENTRESPONSE PROCESS
APPROPRIATE INACCURATENEGATIVE
(LOW RISK)
NEGATIVE(HIGH RISK)
PROMOTIONAL
DEFINITION
Post is positive,
negative, or neutral
and may include a
legitimate question or
comment pertaining
to the brand
Post contains
inaccurate information
about the brand
Post contains negative
or inflammatory
statements regarding
the brand
Post contains negative
comments about
community members
or blatantly attacks
the brand
Post is lengthy,
promotes an unrelated
topic, links to an
inappropriate page,
does not benefit fans,
or appears to be spam
INITIAL ACTION
Let post stand as is,
provide additional
information, express
appreciation, or
address concern per
client approval
Thank user for
comment. Clarify
incorrect information
with a positive tone
per client approval (if
necessary)
Respond to comment
with clarification or
acknowledgement per
client approval (if
needed)
Document and delete
comment
Any comment that fits
the above criteria will
be mark as spam (if
qualifies) and deleted
from the page without
notice or response.
FINAL ACTION
Continue to engage
and follow user;
document product
feedback
Continue to engage
and follow user
If repeat comments
occur, contact user via
private message and
direct them to client
for more information.
7S will continue to
monitor user.
Consult client to
assess risk and further
action. Cease
engagement with user
and block from page.
None
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COMMUNITY MANAGEMENTESCALATION PROCESS
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COMMUNITY MANAGEMENTTRUTH: COMMUNITY MANAGEMENT IS ALMOST AS SCARY AS JUMPING OUT OF A PLANE.
27Emerging + Social Media: ENGAGING COMMUNITIES
COMMUNITY MANAGEMENTTRUTH: COMMUNITY MANAGEMENT IS ALMOST AS SCARY AS JUMPING OUT OF A PLANE.
BREAK FOR 🍕🍕🍕🍕
TWEET ABOUT IT. MENTION @ZAPPOS & #ADPR4300
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MEET THE MIDTERM
DUE: OCTOBER 24 @ MIDNIGHT
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30Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMTHE ASSIGNMENT
YOUR CHALLENGE:
CREATE AN INFOGRAPHIC
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MEET THE MIDTERMTHE ASSIGNMENT
THIS CHALLENGE IS DESIGNED TO HELP YOU BE:
RESOURCEFUL THRIFTY CURIOUS ENTREPRENEUREAL DATA-DRIVEN STORY TELLERS
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MEET THE MIDTERMTHE ASSIGNMENT
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35Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMTHE ASSIGNMENT
36Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMINSTRUCTIONS
In a team of 3 students, you will create an
infographic that is intended to inform people
about a particular subject or set of information,
and potentially to take an action.
As a team you will need to evaluate what parts
of the data, topic, or idea are the most
important to share or demonstrate to your
audience.
You will then need to decide on how to best
represent that information.
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MEET THE MIDTERMYOUR GOAL
YOUR GOAL:
Inform your viewer, so they can
quickly learn from and absorb the
information that you are trying to
convey through the infographic.
38Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMHOW TO MAKE A GREAT INFOGRAPHIC
An infographic is a graphical representation of information, data or knowledge
and intended to present that complex information in a quick, concise and clear
manner.
In designing your infographic, think about the following aspects:
1.Flow
2.Data
3.Sources
4.Words
39Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMTHE FLOW
What you are creating goes beyond
a chart, there should be thought
behind the way your data is
presented so that it tells a story to
those that view it.
Background
Intro
Arguments
Conclusion
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MEET THE MIDTERMTHE DATA
Your data should be accurate and
verifiable, and you should provide a
quality analysis of the information.
It also means that you shouldn’t
draw conclusions that are not
supported by the data.
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MEET THE MIDTERMTHE SOURCES
Always include proper sourcing and attribution as this will
acknowledge the original author or source as well as
reinforce the legitimacy of your own work.
Cite your sources as an included list at the bottom of your
infographic. The presentation is up to you, but consider the
medium you are creating in.
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MEET THE MIDTERMTHE WORDS
Infographics are more than a
chart or pretty picture. They are a
mix of writing and graphic
design. You are telling a visual
story with supporting elements
like well placed text.
43Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMYOUR TOPICS
It is recommend that you chose a topic that is related to social media or
digital channels.
You do have the option of adapting the assignment to a specific client or
organization if you would like.
Topic selection is due Sunday, October 11 at noon.
Topics should be sent via email to Dennis & Abi. Your email should include
your infographic topic and a brief description of your objective.
44Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMTOPIC IDEAS
• Why Zappos culture breeds success
• The evolution of shoes
• The ripple effect of customer service that wows
• The Christmas gifts on everyone’s list
• Color forecast for Spring 2016
• How free shipping impacts a customer’s decision making process
• Holiday shopping habits
• Black Friday vs. Cyber Monday
• Timeline of Zappos launching on different social channels
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MEET THE MIDTERMTOOLS & RESOURCES
Whether your infographic is about shoes or Zappos social media efforts, all
infographics must be based on verifiable data and grounded in research.
There are a variety of data sets freely available online, We suggest looking at
the following sites for potential sources:
• http://www.pewinternet.org/
• http://research.google.com/
• https://www.census.gov/
• http://enigma.io/
46Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMCREATIVE DESIGN
There are a variety of platforms that are free and easy to use that will allow
you to complete the assignment. We recommend you start with http://
piktochart.com.
If you would prefer you can also use a program like Adobe Photoshop,
Illustrator or InDesign to create your info graphic. Additional platforms to
consider:
• http://infogr.am/
• http://canva.com
• http://visual.ly/
• http://www.easel.ly/
• https://infoactive.co/
• https://venngage.com/
47Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMCREATIVE DESIGN
The popularity of data visualization has lead to the arrival of a number of
other data visualization tools, some proprietary and some open source, that
you can explore.
Here’s a sampling.
• Tableau Public can turn data into visualizations with a simple drag and drop. You can customize labels,
tool tips, interactive filters and legend displays. There’s no programming language to learn, no Flash, no
plug-ins, and no API. Instead, you create interactive data visualizations in minutes and embed on your
website or blog.
• Many Eyes is a tool that lets you use your own data for data visualization. Simply upload your own data
and get well-designed visualizations. Google Public Data lets you turn public data into a simple
visualization. And with the Stat Silk tool you can access world data and customize the way the data is
presented visually.
48Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMRECOMMENDED ELEMENTS
• 1-2 pages in length.
• Titles and subtitles for the sections of your
content.
• Consistent design, use of fonts and colors.
• Appropriate font size and style for reading
online.
• Background color.
• Bright and visually appealing colors.
• Graphics or images
• Charts, graphs or tables.
• Arrows, lines or boxes.
49Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMYOUR TOPICS
• Do not plagiarize previously created infographics.
• It is incredibly important to cite your sources and avoid the use of
copyrighted materials.
• Specifically avoiding usage of graphics or images.
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MEET THE MIDTERMINSPIRATION
If you are in need of inspiration I would start
with the list below or a search on Pinterest or
industry related sites like Mashable.
• http://blog.hubspot.com/marketing/best-infographics-2014
• http://www.creativebloq.com/graphic-design-tips/information-graphics-1232836
• http://www.informationisbeautifulawards.com/
• http://www.good.is/infographics
• http://www.pinterest.com/dara1/infographics/
• http://dailyinfographic.com/
• http://www.dreamgrow.com/how-to-create-your-social-media-strategy-infographic/
• http://www.dreamgrow.com/the-roi-of-social-media-infographic/
• http://www.fastcodesign.com/3023118/infographic-of-the-day/the-21-best-infographics-
of-2013
• http://piktochart.com/top-10-best-infographics-of-2013/
• http://blog.visual.ly/20-great-infographics-of-2013/
51Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMWHAT THE ASSIGNMENT INCLUDES
Team Assignment Individual Assignment
1 Infographic1 Blog Post / Student
Publish your infographic with a summary explaining your choice of topic and
the data set.
1 Short Summary Introduce your selected topic and what you learned from the project.
52Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMSUBMITTING THE ASSIGNMENT
DUE: Midnight on Sunday, October 25, 2015 @ midnight
Submit via email to Dennis & Abi with the subject line “Fall 2015 Midterm
Assignment”
Must include the following key pieces of information:
• 1 final infographic as a JPG, PNG or PDF. (We’re open to other formats, but please confirm with us first.)
• 1 short summary of your selected topic and what you learned from the project.
• 3 links to individual student project summary blog posts.
53Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMGRADING CRITERIA
The midterm assignment is worth a total of 60 points and will be graded based on
the following criteria:
• Content: 15 points Your infographic should cover your topic in-depth with appropriate details demonstrating your
knowledge and understanding of the subject without factual errors.
• Graphics: 15 points All graphics should be related to the topic, making it easier to absorb and understand.
• Aesthetics: 10 points The visual and written elements of your infographic are clear, concise and pleasing to the eye.
You should make excellent use of fonts, colors and other graphical effects to enhance the presentation.
• Mechanics: 5 points There should be no misspellings or grammatical errors in the assignment and includes citations
for all of your sources.
• Summary of Learnings : 5 points Include a short summary of what you learned from completing the assignment.
• Summary of Project - Blog Post: 10 points Submit as an individual student, not as a team. Publish your infographic
to your personal blog. Share a summary that explains your choice of topic and data set for the assignment.
54Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMLOVE FROM ZAPPOS
A team at Zappos will review all the
infographics and select their favorite
which will be:
• Published on the Zappos Facebook
page
• Sponsored with a $3K advertising
budget
55Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMMEET THE TEAMS
Team
1 Emily Gorz Art Jones Kayley Edgin
2 Bridget Cirone Kyle Kania Elise Timmerman
3 Abby Cole Brady Wahl Lauren Tranchita
4 Paul Dilorenzo Caroline Heckler Janise Tucker
5 Emmet Rogers Claire McDonald Dena Vang
6 Sarah Gentil Christian Naber Colleen Lee
7 Maddy Casciaro Chezney Peel Trey Wesley
8 Markesha Harris Mike Perotti Kelly Watts
9 Tim Leibforth Curti Robinson Stephanie Zimmer
56Emerging + Social Media: ENGAGING COMMUNITIES
MEET THE MIDTERMIMPORTANT DATES
Date What Details
WED, 10/6Midterm Announced
In-Class Topic Brainstorm
SAT, 10/10 Midterm Coffee Workshop @ 1 p.m. Stone Creek - 422 N. 5th St.
SUN, 10/11 Topics Due @ Noon Email to Dennis & Abi
WED, 10/14
In-Class Midterm Workshop
Skype Session w/ Josh from Zappos
Progress Check-In
SAT, 10/17 Midterm Coffee Workshop @ 1 p.m. Stone Creek - 422 N. 5th St.
SUN, 10/17 Outline Due @ Noon Email to Dennis & Abi
WED, 10/21In-Class Midterm Workshop
Progress Check-In
SUN, 10/25Final Infographic Due Email to Dennis & Abi
Infographic Blog Posts Published
WED, 11/4 Feedback from Zappos Team
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MEET THE MIDTERMIT CAN BE DONE
SOCIAL LISTENING WORKSHOP
BLOG DUE: SATURDAY, OCTOBER 10 @ MIDNIGHT
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59Emerging + Social Media: ENGAGING COMMUNITIES
Class AssignmentSEPTEMBER 30, 2015 // DUE: SUNDAY, OCTOBER 11 @ NOON
ASSIGNMENT: Monitor a Brand and Develop a Report
• Monitoring: • Choose a brand to monitor. • Select and refine a list of keywords. Consider the brand, products, people, and and crisis. • Monitor the conversation (at least 7 days worth, up to 30 days).
• Leverage tools identified in today’s class to monitor conversations. • Recommend leveraging a free trial of mention.com.
• Your goal is to find 10-15 useful or insightful pieces of information that the brand would benefit
from. The pieces of information should be from people / consumers and not published by the
brand, or official media outlet. (i.e. It can’t be published by an employee, or an opinion piece from
a published author or journalist).
• Data Collection • Create an Excel or Word document that tracks the source (person and channel), date, time,
credibility, and / or comments for each of your 10-15 pieces of information.
• Report • Created a formatted report as a Word document or PDF that, in an attractive way, presents your
findings and recommendations. • The report should include your methodology, results and conclusion.
60Emerging + Social Media: ENGAGING COMMUNITIES
Class AssignmentSEPTEMBER 30, 2015 // DUE: SUNDAY, OCTOBER 11 @ NOON
ASSIGNMENT: Monitor a Brand and Develop a Report
• Methodology: • The methodology section describes how you conducted your research, what social media sites
and tools did you use, the timeframe you monitored, and the criteria you used to determine the
credibility of the source.
• Results: • The results of your monitoring will be the core of your report. This section should summarize the
data you collected, show any meaningful metrics, and clearly organize your findings.
• Conclusion: • The conclusion should provide a summary and interpretation of the results, providing any
meaningful insight or action the brand should / could take.
ASSIGNMENT: Blog Post
• Summarize Your Learnings: • To complete your assignment, create a blog post that reflects on the assignment and what you
have learned about Social Media Monitoring / Listening/ Intelligence. • You may, and we encourage you to, include your report in the blog post. That may manifest itself
as screen shots, a link to a PDF, or embedding your report from a site like Slideshare.
61Emerging + Social Media: ENGAGING COMMUNITIES
Class AssignmentSEPTEMBER 30, 2015 // DUE: SUNDAY, OCTOBER 11 @ NOON
BLOGGING BASICS
• Blogging Basics: • Include 2 pieces of media in your blog post. • Share your blog post in a comment on the weekly thread in the Facebook group. • Share your blog post on Twitter with #ADPR4300. • When you share your blog post, include a call-to-action / reason to click. • Comment at least 2x on other students blog posts. • Approve and respond to comments on your blog post.
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