community management

Community Management

start the conversation

www.netnode.ch / www.guzuu.comFriday, January 22, 2010

http://www.netnode.ch


http://www.guzuu.com

http://www.guzuu.com

What is Community Management?

Friday, January 22, 2010

What is a Community Manager?


Must be a genius...


Why have a community?

- Engage People (with your brand/company)

- Product Innovation (get feedback)

- Find Fans/Evangelists (get viral)


Why Community Management?

http://www.netnode.ch/internet-marketing/community-management




Why Community Management?

Moderation

Motivation

Growth

Support

Feedback

Communicationhttp://www.netnode.ch/internet-marketing/community-management




Tools


Tools

keep the tools away for the moment...

Community Management is not tool driven!


Do we need a concept?

Yes and No

probably a strategy...


LISTEN REACH

INFORM ENGAGE

“The Dark Secret Of Social Media Strategy”


LISTEN REACH

INFORM ENGAGE


GOAL


LISTEN REACH

INFORM ENGAGE

- monitor- read- discover- learn


GOAL


LISTEN REACH

INFORM ENGAGE



GOAL

learn


LISTEN REACH

INFORM ENGAGE

- follow- create- signup- invite- friend- show



GOAL

learn


LISTEN REACH

INFORM ENGAGE




GOAL

prepare your tools and create

communitylearn


LISTEN REACH

INFORM ENGAGE


- blog- publish- update- help



GOAL


communitylearn


LISTEN REACH

INFORM ENGAGE





GOAL


communitylearn

take action passively and add

value


LISTEN REACH

INFORM ENGAGE





GOAL

- respond- interact- motivate- educate


communitylearn


value


LISTEN REACH

INFORM ENGAGE





GOAL



communitylearn


value

take action actively and motivate


LISTEN REACH

INFORM ENGAGE

SELL





GOAL



communitylearn


value

take action actively and motivate


Customer Lifecycle

New Customer

Engaged Customer

Bored Customer

Enthusiastic Customer

No Longer

Interested Customer

Target Group

GOAL

A lot to do!


Customer Lifecycle

New Customer

Engaged Customer

Bored Customer

Enthusiastic Customer

No Longer

Interested Customer

Target Group

GOAL

A lot to do!

Sign Up Problem

First Time Use Problem

Motivation Problem Bad Feeling Problem

Engagement ProblemPromotion Problem


Community Management Tools

- Hints:

- Keep barriers low

- “The community belongs to the community”

- Have the customer lifecycle in mind

- Integrated tool


Tools (old school)

E-Mail (E-Mail Client) LISTEN

Physical Meetings LISTEN

Phone LISTEN

Chat (Skype, MSN) LISTEN

Newsletter INFORM

Forum LISTEN / INFORM / ENGAGE

Blog INFORM / ENGAGE


Tools (new school)

Facebook Fanpage LISTEN / REACH / ENGAGE

Facebook Group REACH / INFORM

Facebook User LISTEN / REACH

Twitter LISTEN / REACH / INFORM

Invitation System REACH


Advanced Tools

Mass Customer Relation Management System

LISTEN / REACH / INFORM / ENGAGE

Social Recognition System“Kudos”, “Hall of Fame”

ENGAGE

Web 2.0 Tools (Generated Content)e.g. “Blogging Tool”, “Photo competition”, “Favourit Lists”, etc.

ENGAGE


Possible Solutions

- GetSatisfaction.com?

- Facebook itself with additional apps? (Tigerlilyapps.com)

Keep it simple! A forum is probably enough.


Best Practices (1)

- Listen / Reach / Inform / Engage

- Be authentic

- Be supportive and add value

- Do not use the community as a marketing channel


Best Practices (2)

- Active community management is essential

- Run campaigns/lifecycle emails

- Create and improve your invitation system


Best Practices (3)

- Define clear workflows

- Automate whenever possible (e.g. report generation, newsletter sendouts, lifecycle emails)

- Focus

- e.g. use Facebook (keep MySpace and Twitter away)


Best Practices (4)

- Organic growth

- Building a community takes time

- Give the community what they want, not what you think they want


Best Practices (5)

- Give up control and ownership

- instead

- moderate and inform

- define “community guidelines”


Measures- Growth Rates

- new Members

- new Facebook Friends

- new Twitter Followers

- Community Health Measures

- Do people comment/discuss in the forum/blog posts?

- Do people login (e.g. % of logins since 30 days)?

- Website Traffic

- Hits/Visits/Unique Visitors/Time per Visit

- Traffic Sources: Organic Google/Direct Access/Other Websites


viral growth

x = number of invitations per user per monthy = % of accepted invitations per month

x * y > 1 ---> gives you viral growth

Example 1:5 invitations per user per month1 invitations accepted per user per month = 20%5 * 0.2 = 1 (linear growth)

Example 2:6 invitations per user per month2 invitations accepted per user per month = 33%6 * 0.33 = 1.9

That’s why the invitation system is so important!

Book RecommondationViral Loop by Adam Penenberg


Thank you

start the conversationLISTEN / REACH / INFROM / ENGAGE

@lukasfischer

[email protected]://www.netnode.ch/internet-marketing/community-managementPhone: +41 (0)41 450 10 66

http://www.netnode.ch/blog


mailto:[email protected]








Case Study: Guzuu.com Strategy

- Listen

- Twitter, Blogosphere, Niche Communities

- Reach

- Facebook Fanpage, Facebook User

- Twitter, Blogspot, MySpace

- Inform

- Guzuu Magazine, E-Book, Help Section, Newsletter

- Engange

- Facebook Fanpage, Guzuu Forum, Guzuu Magazine, Twitter

- Guzuu Groups


New Message

Conversation Histroy

Campaign Notes

Campaign Contacts

Status FilterLast Action

Filter

Multiple Campaigns

One tool to manage customer support, lifecycle mails, automated motivation mails, collect user feedback, run campaigns, ...


Mailbox

Conversation(no contact selected)

New Message

ManageCampaigns

Mass Mailer

Campaign Contact Matrix

Fully integrated with E-Mail and Website (Drupal Module)Friday, January 22, 2010

Community Manager(the tool)

- Perfect to manage

- 1000s of Community Members

- Grow your Community

- Run Campaigns

- Press Release send outs


Interested?

[email protected]






community management - start the conversation

Technology

listen reach invitecommunity

listen reach learninform

signup tools

social recognition system

tools generated content

value help

friend showinform