community management - basics
DESCRIPTION
Engagement, Influence, Communication, Pitfalls and SolutionsPart 1TRANSCRIPT
![Page 1: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/1.jpg)
?
Community Management?
Engagement Communication
Pitfalls Solutions
Influence
![Page 2: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/2.jpg)
The Big Picture
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Did you know...?
![Page 3: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/3.jpg)
Steps to Success
1. Layers of Engagement2. Levels of Influence3. Communication4. Know about the pitfalls5. Be pro-active
![Page 4: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/4.jpg)
Step 1 – Layers of Engagement
![Page 5: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/5.jpg)
Step 1 – Layers of Engagement
![Page 6: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/6.jpg)
Step 1 – Layers of Engagement
Passive Customers
![Page 7: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/7.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
![Page 8: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/8.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
![Page 9: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/9.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
![Page 10: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/10.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
![Page 11: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/11.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice
Discussion
![Page 12: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/12.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Discussion
![Page 13: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/13.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
I also enjoy!Discussion
![Page 14: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/14.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
DiscussionI also enjoy!
![Page 15: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/15.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
Spread the wordto less engaged buddies
DiscussionI also enjoy!
![Page 16: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/16.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
DiscussionI also enjoy!
![Page 17: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/17.jpg)
Step 1 – Layers of Engagement
Passive Customers
Listeners
Contributors
Opinion Leaders
That's nice Don't like
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
DiscussionI also enjoy!
![Page 18: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/18.jpg)
Step 2 – Levels of Influence
![Page 19: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/19.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 20: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/20.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 21: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/21.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 22: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/22.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 23: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/23.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 24: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/24.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 25: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/25.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 26: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/26.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion LeadersDiscussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 27: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/27.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
That's nice Don't like
I also enjoy!
![Page 28: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/28.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?Give it a try..!
That's nice Don't like
I also enjoy!
![Page 29: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/29.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?
Cares about Community feedback?That's great about the game..
Give it a try..!
That's nice Don't like
I also enjoy!
![Page 30: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/30.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?That's great about the game..
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
![Page 31: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/31.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
![Page 32: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/32.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
![Page 33: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/33.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
![Page 34: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/34.jpg)
Step 2 – Levels of Influence
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
I also enjoy!
![Page 35: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/35.jpg)
Step 3 – Communication
![Page 36: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/36.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
That's nice Don't like
Did you know...?
I also enjoy!
![Page 37: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/37.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
Marketing
That's nice Don't like
Did you know...?
I also enjoy!
![Page 38: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/38.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't like
Did you know...?
I also enjoy!
![Page 39: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/39.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 40: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/40.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 41: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/41.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 42: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/42.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 43: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/43.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 44: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/44.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 45: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/45.jpg)
Step 3 - Communication
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
Did you know...?
I also enjoy!
![Page 46: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/46.jpg)
4. Pitfalls...
![Page 47: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/47.jpg)
Something goes wrong...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 48: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/48.jpg)
...and remains unnoticed...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 49: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/49.jpg)
...until negative sentiment becomes uncontrollable...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 50: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/50.jpg)
...and starts to crush influence & engagement...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 51: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/51.jpg)
..which results in an accelerating cascade scenario...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 52: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/52.jpg)
..which results in negative WoM...
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 53: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/53.jpg)
..and leads to users becoming more and more suspicious about PR & Marketing incentives.
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 54: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/54.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
![Page 55: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/55.jpg)
5. How to avoid this scenario in the first place?
![Page 56: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/56.jpg)
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Be pro-active! The basic tools of Community Management are...
![Page 57: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/57.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
++
++++
![Page 58: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/58.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
++++
+
+
+
--
--
![Page 59: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/59.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
CommunityCoordination
++++
+
+
--
--
+
+
+
+
![Page 60: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/60.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
Feedback Tracking
CommunityCoordination
++++
+
+
--
--
+
+
+
+
+
![Page 61: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/61.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
Feedback Tracking
Events &Promotion
CommunityCoordination
++++
+
+
--
--
+
+
+
+
+
+ +
![Page 62: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/62.jpg)
Brand Perception ends up in a messy situation
Passive Customers
Listeners
Contributors
Opinion Leaders
Word Of Mouth Advertisement
INFLUENCE
Discussion
Brand Perception
Core Community(Multiplicators)
Support Community(Spread-the-Word)
Buddy Community(Buddy-to-Buddy Interaction)
(Social) Media BUZZ
Support complaint
Spread the wordto less engaged buddies
Meet in-gamePlay / UsePick up opinionsSearch for problem solvers
ENGAGEMENT
Did you know...?
Are there issues?I recommend...
Cares about Community feedback?Let's join... That's great about the game.. Product service?
Communication?Give it a try..!
PR Messaging Marketing
That's nice Don't likeIncentive Feedback
I also enjoy!
Moderation& Activity
Monitoring &Appeasement
Social Media Management
Feedback Tracking
Content Management
Events &Promotion
CommunityCoordination
++++
+
+
--
--
+
+
+
+
+
+ +
+
+
![Page 63: Community Management - Basics](https://reader034.vdocument.in/reader034/viewer/2022051314/54b5da484a79596d0d8b45b9/html5/thumbnails/63.jpg)
Edelmann Community Management
We Care About Your CommunityEmbrace. Engage. Involve.
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