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.
9. ★ Know your audience
★ Assess the channels
★ Choose wisely
★ Manage / interact - we are NOT robots
★ Start to shape & influence the conversation
★ Feedback
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.
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
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 do 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