Learning to Build Community Through Failure

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Slides from my talk at the San Francisco Online Community meetup on May 28, 2014. Session description: Scoop.it is a content curation tool with over one million registered curators using the platform to discover, publish, and share content that's relevant to their expertise or that of their business. Over the last two years, the Scoop.it community has grown exponentially. As community manager, Ally has worked very closely with the Scoop.it community to figure out how to amplify the brand's message and create a group of evangelists. After a few failed attempts to create a successful ambassador program, Ally has learned the best ways to build a multi-tiered community of platform users, including a group of evangelists powered by content curation. In her talk, she'll go through a few of her not-so-great experiences that have led to the formation of her current strategy as well as how she keeps it alive and fresh through content curation.

Marketing Tecnología Educación

Building a Multi-Tiered
Community Strategy
Ally Greer
Director of Community & Content
@allygreer | @scoopit
Thursday, May 29, 14

@allygreer
- What is
community
management?
-Learning by
doing & observing
Where I started.
Thursday, May 29, 14

@allygreer
Community Management: more than
just building communities.
Thursday, May 29, 14

Ambassador program:
What I thought would work
“This will be easy! Just
gather the top platform
users and the rest will
happen!”
@allygreer
Thursday, May 29, 14

@allygreer
Expectation:
Thursday, May 29, 14

@allygreer
Reality:
Thursday, May 29, 14

Ambassador program:
What I tried
-Scoop.it Specialists
-Google+ Communities
-Forum based approach
@allygreer
Thursday, May 29, 14

Ambassador program:
Why it failed
-Relied too much on the community members
-Didn’t have an editorial calendar
-Didn’t have a way to empower them
-Couldn’t ignite passion for Scoop.it
-Didn’t manage expectations
-Didn’t outline goals
-Was afraid to ask
@allygreer
Thursday, May 29, 14

1. Acknowledge failures
@allygreer
Ambassador program:
How to ﬁx it
Thursday, May 29, 14

1. Acknowledge failures
2. Reevaluate goals
-What do I want from this program?
@allygreer
Ambassador program:
How to ﬁx it
Thursday, May 29, 14

1. Acknowledge failures
2. Reevaluate goals
-What do I want from this program?
3. Watch others’ successes
-What communities am I a member of that work?
@allygreer
Ambassador program:
How to ﬁx it
Thursday, May 29, 14

1. Acknowledge failures
2. Reevaluate goals
-What do I want from this program?
3. Watch others’ successes
-What communities am I a member of that work?
4. Leverage what you have
-What’s the natural structure of our community?
@allygreer
Ambassador program:
How to ﬁx it
Thursday, May 29, 14

1. You can’t build a community
of people who don’t want to be
a part of a community.
@allygreer
Conclusions:
Thursday, May 29, 14

@allygreer
The 4 Tiers of the Scoop.it
Community
1. The Internet
Thursday, May 29, 14

@allygreer
The 4 Tiers of the Scoop.it
Community
1. The Internet
2. Scoop.it Users
Thursday, May 29, 14

@allygreer
The 4 Tiers of the Scoop.it
Community
1. The Internet
2. Scoop.it Users
3. #leancontent
Thursday, May 29, 14

@allygreer
The 4 Tiers of the Scoop.it
Community
1. The Internet
2. Scoop.it Users
3. #leancontent
4. Scoop.it Ambassadors
Thursday, May 29, 14

@allygreer
The 4 Tiers
& how we can reach them
1. The Internet
-SEO, content marketing, lead generation
2. Scoop.it Users
-newsletter, in-product messaging, social media
3. #leancontent
-meetup group, facebook group, Scoop.it topic
4. Scoop.it Ambassadors
-facebook group, newsletter, personal email
Thursday, May 29, 14

@allygreer
Takeaways
-Learn from failures
Thursday, May 29, 14

@allygreer
Takeaways
-Learn from failures
-Channel the success of others
Thursday, May 29, 14

@allygreer
Takeaways
-Learn from failures
-Channel the success of others
-Leverage your community’s
“natural structure”
Thursday, May 29, 14

Questions?
@allygreer
@scoopit
ally@scoop.it
Thursday, May 29, 14

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Learning to Build Community Through Failure

1. Building a Multi-Tiered Community Strategy Ally Greer Director of Community & Content @allygreer | @scoopit Thursday, May 29, 14

2. @allygreer - What is community management? -Learning by doing & observing Where I started. Thursday, May 29, 14

3. @allygreer Community Management: more than just building communities. Thursday, May 29, 14

4. Ambassador program: What I thought would work “This will be easy! Just gather the top platform users and the rest will happen!” @allygreer Thursday, May 29, 14

5. @allygreer Expectation: Thursday, May 29, 14

6. @allygreer Reality: Thursday, May 29, 14

7. Ambassador program: What I tried -Scoop.it Specialists -Google+ Communities -Forum based approach @allygreer Thursday, May 29, 14

8. Ambassador program: Why it failed -Relied too much on the community members -Didn’t have an editorial calendar -Didn’t have a way to empower them -Couldn’t ignite passion for Scoop.it -Didn’t manage expectations -Didn’t outline goals -Was afraid to ask @allygreer Thursday, May 29, 14

9. 1. Acknowledge failures @allygreer Ambassador program: How to ﬁx it Thursday, May 29, 14

10. 1. Acknowledge failures 2. Reevaluate goals -What do I want from this program? @allygreer Ambassador program: How to ﬁx it Thursday, May 29, 14

11. 1. Acknowledge failures 2. Reevaluate goals -What do I want from this program? 3. Watch others’ successes -What communities am I a member of that work? @allygreer Ambassador program: How to ﬁx it Thursday, May 29, 14

12. 1. Acknowledge failures 2. Reevaluate goals -What do I want from this program? 3. Watch others’ successes -What communities am I a member of that work? 4. Leverage what you have -What’s the natural structure of our community? @allygreer Ambassador program: How to ﬁx it Thursday, May 29, 14

13. 1. You can’t build a community of people who don’t want to be a part of a community. @allygreer Conclusions: Thursday, May 29, 14

14. 2. You can’t build a community around only a brand. @allygreer Conclusions: Thursday, May 29, 14

15. @allygreer The 4 Tiers of the Scoop.it Community 1. The Internet Thursday, May 29, 14

16. @allygreer The 4 Tiers of the Scoop.it Community 1. The Internet 2. Scoop.it Users Thursday, May 29, 14

17. @allygreer The 4 Tiers of the Scoop.it Community 1. The Internet 2. Scoop.it Users 3. #leancontent Thursday, May 29, 14

18. @allygreer The 4 Tiers of the Scoop.it Community 1. The Internet 2. Scoop.it Users 3. #leancontent 4. Scoop.it Ambassadors Thursday, May 29, 14

19. @allygreer The 4 Tiers & how we can reach them 1. The Internet -SEO, content marketing, lead generation 2. Scoop.it Users -newsletter, in-product messaging, social media 3. #leancontent -meetup group, facebook group, Scoop.it topic 4. Scoop.it Ambassadors -facebook group, newsletter, personal email Thursday, May 29, 14

20. @allygreer Takeaways -Learn from failures Thursday, May 29, 14

21. @allygreer Takeaways -Learn from failures -Channel the success of others Thursday, May 29, 14

22. @allygreer Takeaways -Learn from failures -Channel the success of others -Leverage your community’s “natural structure” Thursday, May 29, 14

23. @allygreer Takeaways -Learn from failures -Channel the success of others -Leverage your community’s “natural structure” -Find the passion that matches your brand messaging Thursday, May 29, 14

24. @allygreer Takeaways -Learn from failures -Channel the success of others -Leverage your community’s “natural structure” -Find the passion that matches your brand messaging -Engage and maintain community via content Thursday, May 29, 14

25. Questions? @allygreer @scoopit ally@scoop.it Thursday, May 29, 14

Learning to Build Community Through Failure

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