seismonaut presentation
Post on 09-Aug-2015
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Communication professional & social media evangelist @ GrundfosSoon to be MA in corporate communication
https://dk.linkedin.com/in/christopherkjaerulff @Chriskjaerulff
Christopher Kjærulff
Community Management sneak peak Views are my own, and were presented at a Seismonaut workshop 18 June 2015
Who’s Grundfos
• Established in 1945
• Business-to-business company
• Manufactures energy efficient pumps (pumps use approx. 10 percent of the worlds energy. We could save 4 percent of that by changing every pump in the world to energy efficient ones!!!)
• More than 18.500 employees worldwide
So, what does Grundfos do on social?
Facebook – we share informative and educating industry-related stories
LinkedIn – we share visual content that tells the best Grundfos stories, and global tendencies related to the industry.
Twitter – we share ‘real-time’ thought leadership
YouTube – we share videos on self-help, sustainability and applications
Employee advocacy – our employees share all of the above, which they find interesting for themselves, and their networks
Our social media team
Digital Media Manager
Social Media consultant (maternity leave)
Social Media Consultant
‘de facto’ community manager
The community manager
• Community management
• ‘Content creation’
• Publicering og annoncering
Community management
Messsage type
Engaged participants
Process Goals Measurement Percentage of messages
How long does it take?
Technical questions
Technical services inquiries
Service complaints
Community Manager
Find appropriate spoke through contact database or internal social network
High level of service experience for user(s)
Service level agreement (24h)
6 % of engaged messages on CMS require input from spokes and/or experts.
These responses involve a high level of coordination with spokes and take roughly between a couple of hours and up to 24h.
Dialogue about reply/no reply
Relation building effort
Spokespeople Monitor the dialogue
Position as topic experts
Collect user(s) information in CMS
Collect input from user(s)
So, what’s good community management?
So, what’s good community management … Groupon enters
So, what’s good community management … Groupon enters
How is content made?
Social Listening
Ideation Planning Engagement management
Measure & Optimize
Scheduling / Publishing/Promotion
Touchpoint selection
Message - Purpose - Audience- Content- Budget- Call to action
(value)
Content Inspiration
1st Draft 1stApproval 2ndApproval2nd Draft
Community manager
Social media team
Marketing
Communications
So, what’s great content?
• It builds relations and trust through knowledge
• It speaks about concepts and tendencies instead of products and the company
So, what’s great content?
• People are in focus
• It promotes the employees’ expertise
Here are some points to remember:
• What’s your goal with a particular piece of content?
• Who’s the audience?
• What do you want them to do?
• Just one call-2-action – that’s best practice! (not like that horrible example to the right – way too many options! – read more, link, link to other people….)
Content Manager
Content piece or package Schedule/publishing Advertisement
Task 1. Receive content2. Check content
1. Format2. Texts3. Visuals/Video4. Links5. Call-to-actions6. Purpose 7. Target group8. ToV
1. Input content2. Add tagging3. Schedule
1. Time2. Date3. Channel(s)
4. Publish automated
1. Create add1. Targeting2. Budget3. Placement 4. Optimization and
pricing5. Objectives6. Add to content7. Add duration
Estimated time Content piece: 5 min Content piece: 5 min Content piece: 10 - 15 min
Content package (10-14 piece):
1 hour
Content package (10-14 piece):
1 hour
Content package (10-14 piece):
2 hours
Total time estimated
Content piece: 20-25 min
Content package (10-14 piece) 3-4 hours
Here’s how a publishing process could look …
Well that sounds easy! Where’s the fun
Grundfos Engineering
Grundfos for Installers
Content that’s highly technical requires a large network within the organization. A global setup
means that there’s a lot of coordination
But at the same time affords a lot of opportunities
https://dk.linkedin.com/in/christopherkjaerulff
@Chriskjaerulff
Thanks for listening
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