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Community management, social media week Glasgow 2012 - Emma Ramsay
The warning
Summer 2009

     » Habitat tried to capitalise on trending hashtags to promote its competition



Results in backlash for its followers

     » ‘For shame. Doesn’t your own product inspire?’



Brand Republic

     » ‘An example on how not to use social media’
The community
   manager

           We know what makes your customers click.
More than just...
Someone hanging around on Facebook, Twitter, etc, all day

Good community managers aren’t tasked with just broadcasting company news, they have to create meaningful
discussions around topics that are important to the overall community



      Understand the brand                                              Lead

          Develop content                                            Analyse

                Strategise                                           Mediate

            Be empathetic                                          Be relevant
Before you start


             We know what makes your customers click.
Make it easier on yourself
Must have

     » Social media policy

     » Hootsuite (or similar)

     » A listening tool

     » Guidelines for participation



Nice to have

     » Tool for scheduling activity
Have a plan
Why do you want to grow a community?



What do you want to get out of it?



Do you know what your members will get out of it?



Do you have a conversation strategy?



And if so, make sure you are being a little selfish with it
I, we or it?
Is your brand an ‘I’ or a ‘we’?



What is ‘I’ or ‘we’ like?



You are whatever your brand needs you to be



Whoever you are, it’s not all about you



Whatever you decide to be, be consistent
Good community
 management

           We know what makes your customers click.
Sell (but not in the usual way)
You’re likely here to sell – there is no shame in it



Don’t focus on it, but don’t shy away from it either



The trick is to determine how you can create this emotional bond between your product and communities
Get involved
Be part of the community, not the controller of it



But lead by example



Encourage discussion



And occasionally shape it for your own benefit
Be relevant and frequent
Know your audience and build content around them




Be as frequent as you need to be
Reward loyal members
Loyal members are worth their weight in gold

Through time they will generate content for you

And will act as brand advocates




                                                  But don’t encourage the haters

                                                  They will only waste your time

                                                  However if you must deal with a hater
Focus on the resolution
Reply quickly, reply always



Even when you don’t have the answer



Don’t blame or justify, fix



And never, never, ever delete the negative interactions



Above all, keep calm and never react emotionally
Admit mistakes and apologise
And finally
If you are off on holiday, make sure someone is there to
take your place

You have spent a lot of time growing your community

You will have set expectations

Make sure they are always met
Be everything you
want your community
       to be
              We know what makes your customers click.
SSD


      Let’s discuss…
      @EmsGlasgow

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Community management, social media week Glasgow 2012 - Emma Ramsay

  • 2. The warning Summer 2009 » Habitat tried to capitalise on trending hashtags to promote its competition Results in backlash for its followers » ‘For shame. Doesn’t your own product inspire?’ Brand Republic » ‘An example on how not to use social media’
  • 3. The community manager We know what makes your customers click.
  • 4. More than just... Someone hanging around on Facebook, Twitter, etc, all day Good community managers aren’t tasked with just broadcasting company news, they have to create meaningful discussions around topics that are important to the overall community Understand the brand Lead Develop content Analyse Strategise Mediate Be empathetic Be relevant
  • 5. Before you start We know what makes your customers click.
  • 6. Make it easier on yourself Must have » Social media policy » Hootsuite (or similar) » A listening tool » Guidelines for participation Nice to have » Tool for scheduling activity
  • 7. Have a plan Why do you want to grow a community? What do you want to get out of it? Do you know what your members will get out of it? Do you have a conversation strategy? And if so, make sure you are being a little selfish with it
  • 8. I, we or it? Is your brand an ‘I’ or a ‘we’? What is ‘I’ or ‘we’ like? You are whatever your brand needs you to be Whoever you are, it’s not all about you Whatever you decide to be, be consistent
  • 9. Good community management We know what makes your customers click.
  • 10. Sell (but not in the usual way) You’re likely here to sell – there is no shame in it Don’t focus on it, but don’t shy away from it either The trick is to determine how you can create this emotional bond between your product and communities
  • 11. Get involved Be part of the community, not the controller of it But lead by example Encourage discussion And occasionally shape it for your own benefit
  • 12. Be relevant and frequent Know your audience and build content around them Be as frequent as you need to be
  • 13. Reward loyal members Loyal members are worth their weight in gold Through time they will generate content for you And will act as brand advocates But don’t encourage the haters They will only waste your time However if you must deal with a hater
  • 14. Focus on the resolution Reply quickly, reply always Even when you don’t have the answer Don’t blame or justify, fix And never, never, ever delete the negative interactions Above all, keep calm and never react emotionally
  • 15. Admit mistakes and apologise
  • 16. And finally If you are off on holiday, make sure someone is there to take your place You have spent a lot of time growing your community You will have set expectations Make sure they are always met
  • 17. Be everything you want your community to be We know what makes your customers click.
  • 18. SSD Let’s discuss… @EmsGlasgow