Presentation deck given by Marisa Peacock at edSocialMedia's Making Facebook Pay Dividends seminar on 5/11/2011 at Westtown School.

1. THE ROLE OF THE COMMUNITY
MANAGER: TURNING CONTENT
INTO CONVERSATIONS
Marisa Peacock
Making Facebook Pay Dividends
Westtown School
May 11, 2011

2. WHAT IS A COMMUNITY MANAGER?
 Brand ambassador – you cheerlead, you sing
the school song, you champion the school’s values,
traditions and successes
 Brand Monitor – you measure the pulse of the
community, what are they saying, what are their
needs, wants, likes, dislikes
 Brand Communicator – you are a primary
source of information about your school, activities,
convey important and relevant information to the
community

3. WHERE IS YOUR COMMUNITY?
 Online
 website
 online portal
 social media
 email marketing
 Mobile
 website
 social media
 email & text message
 Print
 brochures
 magazines
 newsletters

4. WHERE IS YOUR COMMUNITY?
 Online 1. Find where
your primary
 website target audience
lives.
 online portal
2. Use other p
 social media ublishing
channels to pro
mote your
 email marketing community spa
ce.
 Mobile
 website
 social media
 email & text message
 Print
 brochures
 magazines
 newsletters

5. ASK WHY FIRST
 Why do you care about your community?
 Why do you want to manage your community?
 Why is community engagement necessary?
 Why is Facebook the best tool?
 Why are you sharing?
 What are THEY sharing?
5

6. WHAT DOES YOUR COMMUNITY WANT?
 a space to share information, stories, photos, video
 a supportive place to connect with others
 a venue to ask questions, share concerns
 a place to learn about school issues, events,
activities

7. WHAT DO YOU WANT FROM YOUR COMMUNITY?
 a loyal following
 an audience with whom to share information,
events, activities
 an audience from whom to solicit ideas,
comments, testimonials
 an audience to market to

8. PUSH & PULL CONTENT
 Generate content you can use (again, and again)
 Don’t let your community content become static –
be dynamic!
 Let your community content be the voice of your
brand, school
 Push good content out: news you can use!
 Pull good content in: ask meaningful, useful
questions

9. PROMOTE YOUR FACEBOOK PAGE
 Make it easy for followers to find your page
 Share teasers via Twitter, emails, website that
entice users to “like” your Facebook page
 Include Facebook in your signature, business
cards, voicemail messages
 Write about it – blog or magazine
 Provide incentives for joining Facebook page

10. CULTIVATE FACEBOOK CONVERSATIONS
Good use of
engagement: quick,
informative, helpful

11. CCULTIVATE FACEBOOK CONVERSATIONS
Timing is everything!
Don’t get behind!

12. CULTIVATE FACEBOOK CONVERSATIONS
Invite others to
share their stories –
what is the value to
the community?

13. FACEBOOK COMMUNITY MANAGER BASICS
 Be consistent: if you post events, always post
events there (don’t get lazy)
 Always monitor (sign up for text alerts when
people comment on your site)
 Always reply (don’t ignore inquiries, questions,
comments, suggestions)
 Provide incentives – add value to the
experience (what will they get here that they
won’t get anywhere else?)

14. FACEBOOK ENGAGEMENT
 Create a Facebook page for your alumni
magazine – great way to solicit story ideas,
questions, letters
 Measure fans & engagement – lots of fans
doesn’t make you engaging; set your own
benchmarks
 20% of your fans will engage 80% of the time –
cultivate them, make them feel valued, welcomed
 33% of Facebook posting is mobile opportunities
to engage beyond typical work-day.

15. FACEBOOK INSPIRATION
 ESPN www.facebook.com/ESPN
 Big Bird www.facebook.com/BigBird
 Cleveland Indians www.facebook.com/Indians
 American Idol www.facebook.com/AmericanIdol
 April 27 Tornadoes www.facebook.com/April27Tornadoes
Video
 Portraits from a Storm

16. THANK YOU!
 Questions, comments? Please contact me!
 @marisacp51
 marisa@cmswire.com
 www.marisapeacock.com
 www.cmswire.com