Community Building

Senada Haralcic - Community Manager @ Farner Consulting AG

Community Building

HAPPY BODY AGCommunity Building

HAPPY BODY COMMUNITY

Call Center SEO

AnalysisFeedback

Decision makingBrand Ambassadors

Increasing Sales Market Research

Insights Loyalty

How to BUILD a COMMUNITY?

...aus der Sicht einer Community Managerin

“IF CONTENT IS KING - CONVERSION IS QUEEN”

Community Building

CONVERSION: HAPPY BODY COMMUNITY

Insights: Von

Konsumenten

lernen.

Organic SEO

VisibilityKundenbindung

& Referral

Call Center

Deflation

Sales

pushen

Community Manager: ResponsibilitiesCommunity Building

Operational

Tactical

− Community Structure

− Marketing Plans − Manage functional touchpoints within organisation / client

− Community events

− Expand Community

− Design measurement program to deliver reports to stakeholders

− Coordination with platform vendor

− Periodic Evaluations & Competitive analysis

− Community Team

− Measurement program

− Interaction Styles & Features

− Guidelines & Policies

− Moderation

− Crisis & Issue Management Plan

− Off-Domain Activity

− Gamification

Superusers

Community Structure; Landing PageCommunity Building

Signs of life

Signs of

volume

clear paths

90-9-1

conversion

Community Structure; Discussion BoardsCommunity Building

Welcome

Suggestions

Storys

Ernährung

Tipps & Tricks

Sport & Freizeit

HAPPY BODY COMMUNITY

Marketing Structure

NO MARKETINGNO TRAFFIC

Community Building

Marketing Structure; 4 waysCommunity Building

website Email /

Phone

Social

Media

Other

● Banner/link on

homepage

● main navigation

● links/embeds

● Email Journeys

● Newsletter

● Marketing Emails

● Customer Service

hold message

● Events

● links on product

literature

● giveaways etc.

● Visibility

● Promotion

● Integration with sign

on

Marketing Structure; ExamplesCommunity Building

Superusers; rolesCommunity Building

Discussion LeaderExpert

Advocate/Fan

Community Leader

Lead User

Volunteer Moderator

1. Mobile...

2. real-time / online = offline

3. demography: more customers will use social channels for support

4. UX & personalization

5. Innovation must happen rapidly & proactive

6. Big data & analytics

Trends 2017Community Building