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The Ten
               Commandments
                 of Community Management


Friday, March 4, 2011
What is
community?
Friday, March 4, 2011
Meaningful Communities
  have three things in
  common:
           -shared interest
           -shared ownership
           -shared value.


Friday, March 4, 2011
1
                        COMMANDMENT ONE



                   Know your
                   special purpose

Friday, March 4, 2011
What does it meeeannn??
   We mean that you have a core set of values or even just
   one core value or mission that your whole company is
   bought in on and that you embody so fully it emanates
   out to your customers. It's the thing that makes you not
   just another widget creator or bag seller or software
   company or service provider. It's your reason for
   existence beyond just making money.

   It's from companies like this that communities emerge
   or are at least more easily created.



Friday, March 4, 2011
Embody
        If knowing is half the battle, If knowing is half the battle, then the
        other half is embodying your special purpose.
        It starts at the very top, the CEO embodies the companies special
        purpose and every employee is empowered to do their jobs in a
        way that supports this.




                                              Now you know
                                              and knowing is
                                              half the battle...



Friday, March 4, 2011
Friday, March 4, 2011
Breeding
                trust


Friday, March 4, 2011
2
                        COMMANDMENT TWO


                   Establish a
                   Social Contract

Friday, March 4, 2011
http://
         www.ccpact.com




Friday, March 4, 2011
Define your social
 norms in writing
 Define your social norms in writing - or
 just edit ours >>>
 http://getsatisfaction.com/
 community_guidelines


 This is where you are explicit about your
 social contract. On Get Satisfaction we
 have provided an explicit social contract
 for you. However, you are welcome to add
 to it for your own customer community
 so that it meets your specific
 community's needs.




Friday, March 4, 2011
Enforce your
                            rules


Friday, March 4, 2011
Lead By
                        Example
Friday, March 4, 2011
3
                        COMMANDMENT THREE


                        Set clear
                        expectations

Friday, March 4, 2011
Define your relationship
   with your community.
   What’s the purpose of the community? What should customers expect? For some
   companies, Community is a core support channel; for others, it may be peripheral.
   Whatever the case, be sure you set your expectations clearly for both your customers and
   your internal team.

                                                                     Mogo explicitly states
                                                                     that they want to hear
                                                                     from their customers.
                                                                     In fact, their tagline is
                                                                     “Ask Us Anything!”




Friday, March 4, 2011
“Need help
                        trouble
                        shooting....”




Friday, March 4, 2011
Zero
                        Ambiguity




Friday, March 4, 2011
Establish an internal
                        Establish an internal
                         policy for response
                         policy for response




Friday, March 4, 2011
Evolve your policy as
                    the community grows
Friday, March 4, 2011
One
                        Caveat
Friday, March 4, 2011
Levels of Community
  Value         It’s really hard to
                                            start here

                                 Brand Equity / Loyalty:
                                   Advocate identification


                                      Broad Participation:
                        Co-Creation     More than just Ideation


                                             Service and Support /
                                                Consumer Relations
                        Resolution
Friday, March 4, 2011
4
                        COMMANDMENT FOUR



                        Cast a wide
                        net

Friday, March 4, 2011
Weave Community
                         Throughout the
                         User Experience


Friday, March 4, 2011
Bonnaroo puts Community
                        (“Ask Gary Chardonnay”) on their
                        homepage, on a dedicated community
                        page, and inside their Facebook fan page.




Friday, March 4, 2011
Procter & Gamble’s eStore
            provides a Community Widget
            on every page of the site.
            Not just the home page.

Friday, March 4, 2011
Don’t go it
                    alone.
Friday, March 4, 2011
Avoid the echo chamber
                         by fostering diversity




Friday, March 4, 2011
5
                        COMMANDMENT FIVE


                        Create
                        productive
                        outcomes
Friday, March 4, 2011
People need
      closure.
      They don’t like loose ends. They need
      resolution. Make sure your community is
      structured in a way that doesn’t leave
      customers “hanging.”



Friday, March 4, 2011
These all “resolve”
        - Questions get Answered
        - Ideas get accepted / rejected
        - Problems get solved
        - Praise gets Acknowledged

Friday, March 4, 2011
Tide does a great job of acknowledging a
                        customer idea; then other customers pitch in to
                        help create an alternative solution.




Friday, March 4, 2011
Sorry
                        shouldn’t be
                        the hardest
                           word
Friday, March 4, 2011
Let your customers know
                           they had an impact
Friday, March 4, 2011
6
                        COMMANDMENT SIX


                        Make it
                        personal

Friday, March 4, 2011
Friday, March 4, 2011
Discourage
                        Anonymity
Friday, March 4, 2011
Use your real
                         name and
                           voice
Friday, March 4, 2011
People hate JarGon.


                        http://getsatisfaction.com/
                                   jargon




Friday, March 4, 2011
7
                        COMMANDMENT SEVEN




                        Be a bridge

Friday, March 4, 2011
Community Managers are on
 the front lines of the Company/
 Customer relationship.
   Your job is to be the bridge between both parties to ensure that
   each is receiving value. Don’t forget, for a Community to be
   effective, there must be shared value.
   To each side, you represent the other. This represents challenges
   and opportunities. It's often a contradiction and you must learn to
   embrace the contradiction.




Friday, March 4, 2011
Ombudsman
   (noun) An appointed official whose duty is
   to investigate complaints, generally on
   behalf of individuals such as consumers
   or taxpayers, against institutions such as
   companies and government departments.


                              We liken your role to that of an
                              Ombudsman, except that you’re
                              representing both sides simultaneously.




Friday, March 4, 2011
Sometimes Bridge = Mediator




Friday, March 4, 2011
Other times referee




Friday, March 4, 2011
or many other things.




Friday, March 4, 2011
Publicize Your
                Successes
Friday, March 4, 2011
8
                        COMMANDMENT EIGHT



                        Don’t feed the
                        animals

Friday, March 4, 2011
What’s a Troll, you ask?
    "An Internet troll, or simply troll in Internet slang, is
    someone who posts controversial, inflammatory,
    irrelevant or off-topic messages in an online
    community, such as an online discussion forum or
    chat room, with the primary intent of provoking other
    users into an emotional response[1] or to generally
    disrupt normal on-topic discussion." (wikipedia)




Friday, March 4, 2011
Almost every successful
  community will attract trolls.
  Like Gremlins, it’s how you
  handle them that matters.




Friday, March 4, 2011
Respond slowly
     when “that guy”
     is being an ass
Friday, March 4, 2011
Learn to identify trolls.
Friday, March 4, 2011
The black hole of debate




Friday, March 4, 2011
9
                        COMMANDMENT NINE



                        Measure the
                        right things

Friday, March 4, 2011
What you measure changes
          depending on what stage you're
            at as well as what kind of
                company you are.



Friday, March 4, 2011
Don’t put the cart before
     the horse




Friday, March 4, 2011
Qualitative metrics are important
                                      too.




Friday, March 4, 2011
But let’s face it, at some point
             your boss wants to see numbers.




Friday, March 4, 2011
Support
                        Numbers




Friday, March 4, 2011
Traffic &
                        Engagement
                         Numbers




Friday, March 4, 2011
Return on
                        Investment




Friday, March 4, 2011
See these case studies and
                           many more at:
                     www.getsatisfaction.com/
                          success-stories



Friday, March 4, 2011
10
                        COMMANDMENT TEN



                        Assemble your
                        Justice League
Friday, March 4, 2011
Customer
                        Question




 First response is
 from a Customer
      Champ

Friday, March 4, 2011
Know your archetypes
                   and be good at identifying them




Friday, March 4, 2011
Define the right balance
                          for your community




Friday, March 4, 2011
Empower your champions


Friday, March 4, 2011
Developing customer champions is not
   about hiring an army of free labor to do
   your work for you.
   It’s about empowering your most passionate
   customers, and recognizing their contribution.
   Best of all, it works.

   Read - http://blog.getsatisfaction.com/2011/02/02/
   torching-a-straw-man/



Friday, March 4, 2011
About Us
  Get Satisfaction powers the world’s
  best brands to solve problems, give a
  voice to champions, bring out the
  best ideas and drive better business.
  Learn more>>>


                        Follow Us:



Friday, March 4, 2011

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10 Commandments of Community Management (2011)

  • 1. The Ten Commandments of Community Management Friday, March 4, 2011
  • 3. Meaningful Communities have three things in common: -shared interest -shared ownership -shared value. Friday, March 4, 2011
  • 4. 1 COMMANDMENT ONE Know your special purpose Friday, March 4, 2011
  • 5. What does it meeeannn?? We mean that you have a core set of values or even just one core value or mission that your whole company is bought in on and that you embody so fully it emanates out to your customers. It's the thing that makes you not just another widget creator or bag seller or software company or service provider. It's your reason for existence beyond just making money. It's from companies like this that communities emerge or are at least more easily created. Friday, March 4, 2011
  • 6. Embody If knowing is half the battle, If knowing is half the battle, then the other half is embodying your special purpose. It starts at the very top, the CEO embodies the companies special purpose and every employee is empowered to do their jobs in a way that supports this. Now you know and knowing is half the battle... Friday, March 4, 2011
  • 8. Breeding trust Friday, March 4, 2011
  • 9. 2 COMMANDMENT TWO Establish a Social Contract Friday, March 4, 2011
  • 10. http:// www.ccpact.com Friday, March 4, 2011
  • 11. Define your social norms in writing Define your social norms in writing - or just edit ours >>> http://getsatisfaction.com/ community_guidelines This is where you are explicit about your social contract. On Get Satisfaction we have provided an explicit social contract for you. However, you are welcome to add to it for your own customer community so that it meets your specific community's needs. Friday, March 4, 2011
  • 12. Enforce your rules Friday, March 4, 2011
  • 13. Lead By Example Friday, March 4, 2011
  • 14. 3 COMMANDMENT THREE Set clear expectations Friday, March 4, 2011
  • 15. Define your relationship with your community. What’s the purpose of the community? What should customers expect? For some companies, Community is a core support channel; for others, it may be peripheral. Whatever the case, be sure you set your expectations clearly for both your customers and your internal team. Mogo explicitly states that they want to hear from their customers. In fact, their tagline is “Ask Us Anything!” Friday, March 4, 2011
  • 16. “Need help trouble shooting....” Friday, March 4, 2011
  • 17. Zero Ambiguity Friday, March 4, 2011
  • 18. Establish an internal Establish an internal policy for response policy for response Friday, March 4, 2011
  • 19. Evolve your policy as the community grows Friday, March 4, 2011
  • 20. One Caveat Friday, March 4, 2011
  • 21. Levels of Community Value It’s really hard to start here Brand Equity / Loyalty: Advocate identification Broad Participation: Co-Creation More than just Ideation Service and Support / Consumer Relations Resolution Friday, March 4, 2011
  • 22. 4 COMMANDMENT FOUR Cast a wide net Friday, March 4, 2011
  • 23. Weave Community Throughout the User Experience Friday, March 4, 2011
  • 24. Bonnaroo puts Community (“Ask Gary Chardonnay”) on their homepage, on a dedicated community page, and inside their Facebook fan page. Friday, March 4, 2011
  • 25. Procter & Gamble’s eStore provides a Community Widget on every page of the site. Not just the home page. Friday, March 4, 2011
  • 26. Don’t go it alone. Friday, March 4, 2011
  • 27. Avoid the echo chamber by fostering diversity Friday, March 4, 2011
  • 28. 5 COMMANDMENT FIVE Create productive outcomes Friday, March 4, 2011
  • 29. People need closure. They don’t like loose ends. They need resolution. Make sure your community is structured in a way that doesn’t leave customers “hanging.” Friday, March 4, 2011
  • 30. These all “resolve” - Questions get Answered - Ideas get accepted / rejected - Problems get solved - Praise gets Acknowledged Friday, March 4, 2011
  • 31. Tide does a great job of acknowledging a customer idea; then other customers pitch in to help create an alternative solution. Friday, March 4, 2011
  • 32. Sorry shouldn’t be the hardest word Friday, March 4, 2011
  • 33. Let your customers know they had an impact Friday, March 4, 2011
  • 34. 6 COMMANDMENT SIX Make it personal Friday, March 4, 2011
  • 36. Discourage Anonymity Friday, March 4, 2011
  • 37. Use your real name and voice Friday, March 4, 2011
  • 38. People hate JarGon. http://getsatisfaction.com/ jargon Friday, March 4, 2011
  • 39. 7 COMMANDMENT SEVEN Be a bridge Friday, March 4, 2011
  • 40. Community Managers are on the front lines of the Company/ Customer relationship. Your job is to be the bridge between both parties to ensure that each is receiving value. Don’t forget, for a Community to be effective, there must be shared value. To each side, you represent the other. This represents challenges and opportunities. It's often a contradiction and you must learn to embrace the contradiction. Friday, March 4, 2011
  • 41. Ombudsman (noun) An appointed official whose duty is to investigate complaints, generally on behalf of individuals such as consumers or taxpayers, against institutions such as companies and government departments. We liken your role to that of an Ombudsman, except that you’re representing both sides simultaneously. Friday, March 4, 2011
  • 42. Sometimes Bridge = Mediator Friday, March 4, 2011
  • 44. or many other things. Friday, March 4, 2011
  • 45. Publicize Your Successes Friday, March 4, 2011
  • 46. 8 COMMANDMENT EIGHT Don’t feed the animals Friday, March 4, 2011
  • 47. What’s a Troll, you ask? "An Internet troll, or simply troll in Internet slang, is someone who posts controversial, inflammatory, irrelevant or off-topic messages in an online community, such as an online discussion forum or chat room, with the primary intent of provoking other users into an emotional response[1] or to generally disrupt normal on-topic discussion." (wikipedia) Friday, March 4, 2011
  • 48. Almost every successful community will attract trolls. Like Gremlins, it’s how you handle them that matters. Friday, March 4, 2011
  • 49. Respond slowly when “that guy” is being an ass Friday, March 4, 2011
  • 50. Learn to identify trolls. Friday, March 4, 2011
  • 51. The black hole of debate Friday, March 4, 2011
  • 52. 9 COMMANDMENT NINE Measure the right things Friday, March 4, 2011
  • 53. What you measure changes depending on what stage you're at as well as what kind of company you are. Friday, March 4, 2011
  • 54. Don’t put the cart before the horse Friday, March 4, 2011
  • 55. Qualitative metrics are important too. Friday, March 4, 2011
  • 56. But let’s face it, at some point your boss wants to see numbers. Friday, March 4, 2011
  • 57. Support Numbers Friday, March 4, 2011
  • 58. Traffic & Engagement Numbers Friday, March 4, 2011
  • 59. Return on Investment Friday, March 4, 2011
  • 60. See these case studies and many more at: www.getsatisfaction.com/ success-stories Friday, March 4, 2011
  • 61. 10 COMMANDMENT TEN Assemble your Justice League Friday, March 4, 2011
  • 62. Customer Question First response is from a Customer Champ Friday, March 4, 2011
  • 63. Know your archetypes and be good at identifying them Friday, March 4, 2011
  • 64. Define the right balance for your community Friday, March 4, 2011
  • 66. Developing customer champions is not about hiring an army of free labor to do your work for you. It’s about empowering your most passionate customers, and recognizing their contribution. Best of all, it works. Read - http://blog.getsatisfaction.com/2011/02/02/ torching-a-straw-man/ Friday, March 4, 2011
  • 67. About Us Get Satisfaction powers the world’s best brands to solve problems, give a voice to champions, bring out the best ideas and drive better business. Learn more>>> Follow Us: Friday, March 4, 2011