Social Media & Communities
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This document discusses using social media to develop and manage online communities. It emphasizes strategic planning, engaging in conversations on various channels, creating valuable content, finding influencers within communities, and community management. Effective community management involves listening, adding value through two-way conversations, gaining trust, and soliciting feedback.
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Social Media & Communities
- 1. USING SOCIAL MEDIA TO DEVELOP & MANAGE ONLINE COMMUNITIES Johannesburg 4 March 2010 Melissa Attree - www.melissaattree.co.za
- 2. WHAT?
- 3. STRATEGIC PLANNING CONVERSATION CONTENT COMMUNITY
- 6. FRANK LLOYD WRIGHT, FALLINGWATER, 1936
- 9. ★ Know your audience ★ Assess the channels ★ Choose wisely ★ Manage / interact - we are NOT robots ★ Start to shape & influence the conversation ★ Feedback
- 11. Targeted Authenticity Influence Listen Originality Balance Consistency TRANSPARENCY
- 12. CONVERSATION
- 14. ★ LISTEN to the conversation (ORM / Tracking tools) ★ Map the trends. ★ Start engaging with key fans / haters and opinion leaders ★ Start to shape & influence the conversation.
- 15. CONTENT
- 17. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way conversation ★ Great content travels. Help it
- 18. FIND THE FANS
- 20. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
- 21. COMMUNITY
- 23. "The royal road to a man's heart is to talk to him about the things he treasures most." Dale Carnegie
- 24. COMMUNITY MANAGEMENT ★ Establish purpose / objective ★ Must add value to marketing mix ★ ID suitable channels ★ Cast a wide net but maintain focus ★ Develop an internal policy (who? how? when?)
- 25. COMMUNITY MANAGEMENT ★ Be true to your initial purpose ★ Set a precedent ★ Balance - 2 way Conversation ★ Content adds context ★ Track mentions / links / related queries ★ Response times
- 26. COMMUNITY MANAGEMENT ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
- 27. WHAT IS THE SHORTEST WORD IN THE ENGLISH LANGUAGE THAT CONTAINS THE LETTERS: ABCDEF? ANSWER: FEEDBACK. DON'T FORGET THAT FEEDBACK IS ONE OF THE ESSENTIAL ELEMENTS OF GOOD COMMUNICATION.
- 28. Melissa Attree Social Media Consultant, Blogger, Brand Strategist GetOn eMarketing www.melissaattree.co.za // www.geton.co.za melattree on twitter MelissaAttree on delicious Melissa Attree on Facebook Melissa Attree on LinkedIn melattree on skype MelAttree on FriendFeed Presentation is online at Slideshare.net/MelissaAttree
Notas del editor
- Only acknowledged in 1991 as a US Architectural Masterpiece. Cut through the clutter, be remarkable, make an impact.
- SM is a individual skill / speciality Bridge the gap Add value Take advantage of the variety of content channels
- Who is the ‘Media’? Build real relationships. Start to shape & influence the conversation. Carnegie, Dale on Communication
- Typical Social Media Map / Plan. Success requires a combination of these factors.
- Who is the ‘Media’? Build real relationships. Start to shape & influence the conversation. Carnegie, Dale on Communication
- One shot Pick your timing Attention grabbing ‘Spin’ it Tailormade Cut through the clutter
- There is a community / interest in almost everything that exists. Find them.
- •HUMAN •Engage •Encourage •Respond •Collective •UGC •manage channels audit modify •Have ` puropose / aim / objective embod that breed trust social contract expectations set a precedent internal policy to manage responses evolve and audit progress and channels response times cast a wide net / but focused quality use / involve the community you can say sorry / thank you