erin bury | it's not me, it's you: how to turn content from promotional to must-read
TRANSCRIPT
WHAT COMMUNITY MANAGER ARE YOU? S H E L D O N L E V I N E , C O M M U N I T Y M A N A G E R N O V E M B E R 1 4 , 2 0 1 3
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MOVEMBER
You can donate to my MOvember Campaign at:
mobro.co/sheldon-‐40deuce
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NOW FOR SOME REAL STUFF…
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WHAT DOES IT MEAN TO BE A COMMUNITY MANAGER?
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2 WAYS TO F IRST APPROACH COMMUNIT IES AS YOURSELF ON BEHALF OF YOUR COMPANY
AS YOUR COMPANY ON BEHALF OF THE COMPANY
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C O M M U N I T Y M A N A G E M E N T A S Y O U R C O M PA N Y
• Real person behind your logo
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C O M M U N I T Y M A N A G E M E N T A S Y O U R C O M PA N Y
• Real person behind your logo
• Makes your voice the official voice of the company
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C O M M U N I T Y M A N A G E M E N T A S Y O U R C O M PA N Y
• Real person behind your logo
• Makes your voice the official voice of the company
• Could make many voices into one (OR rabbit ears)
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C O M M U N I T Y M A N A G E M E N T A S Y O U R C O M PA N Y
• Real person behind your logo
• Makes your voice the official voice of the company
• Could make many voices into one (OR rabbit ears)
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C O M M U N I T Y M A N A G E M E N T A S Y O U R S E L F O N B E H A L F O F Y O U R C O M PA N Y • Real people representing their
company out in the world
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C O M M U N I T Y M A N A G E M E N T A S Y O U R S E L F O N B E H A L F O F Y O U R C O M PA N Y • Real people representing their
company out in the world
• Can be done with a special made account
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C O M M U N I T Y M A N A G E M E N T A S Y O U R S E L F O N B E H A L F O F Y O U R C O M PA N Y • HOWEVER…
• There can be a downside to this approach
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3 TYPES OF COMMUNITY MANAGERS PUBLISHER CUSTOMER SERVICE FULLY IMMERSED
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PUBLISHERS • There to share their own information • Usually content producers
> Newspapers, magazines, blogs, video communities
• Stores and deal sites can fall under this category as well
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PUBLISHERS • Done like traditional publishing
> Toronto Star > Mashable > CNN > Buzzfeed > Etc
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PUBLISHERS • A new kind of publisher
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PUBLISHERS • A new kind of publisher
> Still pushes out their content
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PUBLISHERS • A new kind of publisher
> Still pushes out their content > But also give a bit more
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PUBLISHERS • A new kind of publisher
> Still pushes out their content > But also give a bit more
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CUSTOMER SERVICE • There to help and assist • Mainly a reactive only approach • Respond, help, manage when
people are calling out for them
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CUSTOMER SERVICE
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CUSTOMER SERVICE
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FULLY IMMERSED • Constant Interaction • Becomes part of their community’s lives • Usually also incorporates the other two
categories
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FULLY IMMERSED
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FULLY IMMERSED
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FULLY IMMERSED
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FULLY IMMERSED
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FULLY IMMERSED
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HOW I COMMUNITY MANAGE T h e T h r e e I ’s
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THE THREE I ’S
• Inform
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THE THREE I ’S
• Inform • Interact
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THE THREE I ’S
• Inform • Interact • Integrate
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INFORM • Put out content about our company
> Blogs > Reports > Tweets > Anything you think your public should know
• The more information you give your community the more they get to know you/ your product/ your brand
• Share other information > Curate content your community is interested in
• Sharing information doesn’t always need to be about YOU
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INTERACT • Talk to people
> Just talk with your community and/or potential community members > Talk about what they’re interested in (not just yourself) > Answer questions > Look for opportunities to bring new people into your community
• Remember that your community is made up of real people and want to talk to you like real people talk
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INTEGRATE • Bring your community together
> Give them somewhere to interact amongst each other • Forum on your site • Facebook page
> Do things to bring them together • Meet-ups • Twitter chats
• Like #SMmeasure (Thursday’s at noon(EST)
• It’s not enough to just call them a community. Make them feel like one.
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THANK YOU – ANY QUESTIONS?
Mining Social Media | #MiningSocial
SHELDON LEVINE Community Manager
@40deuce
in/40deuce
gplus.to/40deuce