online community management training
TRANSCRIPT
Online Community ManagementTurning a ‘following’ into a community
What is a community?
1. common interest + 2. specific place + 3. relationships
More revenue, lower (aquisition) cost and achieving mission through input and co-creation of the community.
Essential elements community
● User Generated Content● Interaction between members● Offline gatherings● Information flow (outside <-> inside)
Following Vs Community:Following CommunityShort-term Long-termQuick growth Slow growthFocus on growth Focus on engagementUnlimited # members Limited # membersLimited interaction between members High interactions between membersFixed strategy Emergent strategyEasy HardCoca-Cola Innocent DrinksDevelop audiences for products Develops products for the audienceContent about topic Content about communityCentralized control Share power with top membersReactive to questions Stimulating discussionsAny products Sociable productsAudience wants info about products Audience wants info about each otherBuild relationships with group as a single entity Build strong relationships with top members
Motivation for members● Power and influence (self-efficacy)
to make an impact in the world around us
● Fame and status seeking (appreciation)
to increase our status within the community
● Affiliation (belonging)
to make friends
Assignment: Define target group
CM framework
Strategy
● Channel objectives● Analyse health & progress (Growth, Activity,
Sense of community, ROI) ● Apply suitable strategy -> 5 examples● Action plan calender
https://www.feverbee.com/how-to-build-an-online-community/http://course.feverbee.com/PSCommunityStrategyTemplate.pdf
Community Health KPIQuantitativeMembers = registrationContent = posts and views over timeTraffic = page viewsResponsiveness = time to first responseInteraction = nr. unique members and nr. messages in a threadLiveliness = average nr. of posts per film
http://www.lithium.com/download?p=/pdfs/whitepapers/Lithium-Community-Health-Index_v1AY2ULb.pdf
Community Health KPIQualitativeWhat is being commented?Are new posts and comments relevant?Do members interact and how?Who are the key members?
Ask the members for instance in a survey.
Conversion funnel
co-created services/products, revenue
18-24 months
#idea creation, downloads
# interaction shares, likes, comments 9 months
% active members# posts, self starting dialogue
# subscriptions# views start
Community lifecycle
Three ingredients for bigger and better communities.
https://www.feverbee.com/the-online-community-lifecycle/
Time allocation
Assignment:● What can you do to convert visitors into
members? = Activation
● What can you do to proceed your channels community to the next life cycle?
Outreach...
If the content is about the community, the members will do the outreach for you!
Content● News. Short posts highlighting what's new in the community.
● Announcements. Major announcements about the channel, community, or sector.
● Feature Articles. Interviews, analyses, reviews, previews, in-depth features, polls etc...
● Guest Columns. User generated content with members sharing their predictions, experiences, or
thoughts on different issues.
● Classifieds. Member to member sales or company to member sales.
● Statements. Community statements on topical issues.
● Promotions. Unique opportunities/deals exclusive to community members.
● Miscellaneous. There is a range of things here....
Questions Illuminata1. How do you ensure of a consistent tone on a community page that has several different administrators?
CMX Hub -> create a Wiki and draft text for the different circumstances of your community.
2. Are there tips you could give us on building a community from scratch? (For instance, which comes first, the content or the followers?)
First is the mission, the WHY. Take the Lean start-up approach. Work towards first 50 members -> personal network!
3. Are there any boundaries that you wouldn’t cross on social media?That depends on the channel. Take the time to discuss the norms and values the with the creator/brand. Co-create and evaluate the first posts and comments.
4. Do you know of any cross-culture differences in handling communities? (Our biggest communities are in US, Brazil, Russia and Japan).
I can’t tell you the difference. Get in touch with native CM’s online and find out!
5. Could you advise on methods of dealing with negativity and hate in a channel community?(Co-)create house rules and obey them firmly from the start. But watch out: A good online discussion can generate a lot of activity!
6. How do you manage a community on behalf of somebody else?Priority nr. 1 - You need to have a healthy interest in the subject and you must love the target group!
Examples online communities
https://www.facebook.com/groups/cmxhub/https://www.threadless.com/http://www.tripadvisor.nl/http://www.baristaexchange.com/http://forum.viva.nl/
Sourceshttp://cmxhub.com/Twitter - #cm #cmgr #cmgrhangouthttps://www.feverbee.com/http://experts.feverbee.com/http://www.communityroundtable.com/http://thecollaborativestartup.com/https://moz.com/bloghttp://www.frankwatching.com/http://www.meetup.com/Community-Managers-Amsterdam/http://communitymanagerappreciationday.com/https://www.facebook.com/groups/cmxhub/https://www.facebook.com/groups/adminsfeedback/….