Build Online Communities for Non-Profits, Campaigns and Corporations
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Presentation from Online Community Management panel highlighting how to build and nurture an online community and measure its success.
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Build Online Communities for Non-Profits, Campaigns and Corporations
- 1. Online Community Building Strategies For Non-profits, Political Campaigns, and Corporations Training Session Friday, June 17, 2011 M100, AB
- 2. #CommunitySmackdown What I Learned About Community Building at Netroots Nation Vs. Ten Easy Ways to Grow Your Online Community: Leading Lessons from Netroots Nation
- 3. In Memorium Greatest Community Manager ever?
- 4. What is Community Management? Listening Supporting Responding Advocating Energizing
- 6. What you’ll learn today How to create, engage, and leverage your community How to recruit How to staff What do I show my boss? How to create content Should I create my own network?
- 7. Before we begin (What NOT to do) Don’t get freaked out (it’s a lot of work) Don’t only focus on social networks Don’t stop advocating for the user Don’t hide online (communities need management offline too) Don’t stop ‘til you get enough
- 8. Things that make me want to drink… When people say “new media” When campaigns don’t treat themselves like brands When people say “My users aren’t on Facebook” When community managers don’t believe in their cause When people are impatient
- 9. Solve a Real Problem What problem are you solving for people? Be specific Ask folks, try things, iterate
- 11. Print photos
- 12. VHS videos
- 13. Online photos – Snapfish, Picasa
- 14. Facebook – Baby photos, videos
- 18. How Do I Monitor? Search and listen (Google Alerts, BlogPulse, BoardReader) Look for active users and patterns Facebook and Twitter searches LISTEN (yes, it’s worth repeating)
- 19. How do I engage people?
- 20. Listened, Responded, Now What? Keep track of everything Reward your users for being active Figure out mediums for engagement This is what will dictate a lot of your content Engagement through social networks
- 21. Managing Your Social Media
- 22. Sample Intern Posting: Project Amazing seeks a social media intern to join our growing team. The social media intern will work across departments and play a major role in our online communications program. The social media intern will: monitor social networks like Twitter and Facebook for mentions prepare statistics and metrics on social networks upload photos, videos, and multimedia content to organization’s social networks create Facebook events for organization monitor Facebook page for likes, comments, activity research emerging media trends and work with organization to implement new technologies help create and manage online profiles Research what other players in the market are doing Qualifications include: passionate about social media/issues active on social networks like Twitter, Facebook, and Foursquare Strong writing skills HTML and CSS skills a plus
- 23. Focus on Integration Adapt tools to current tasks Make social media elements part of routine Track all activity on an org calendar/task sheet Treat people online the way you would in “real” life
- 24. Community Management is NOT just Social Media Social media is a vehicle for bringing content to your community Community Management requires real-life/offline engagement too Twitter is your customer service tool Facebook is your hub for sharing Community = More than the fun tools involved
- 25. What Do I Provide My Community? Thought Leadership / Inspiration Networking Opportunities A Place to Share and AMPLIFY Their Stories Community Event Listings (NEVER UNDERESTIMATE THE POWER OF A GOOD CALENDAR) Curated News Job opps!
- 26. How Do I Get Attention? HEADLINES Story types Multimedia Linking Authenticity Distinguish yourself (find your niche!)
- 27. How Often Should I Communicate? What is the community’s expectation? How self-sustaining is it? Am I crunching on a goal? Is there relevant material?
- 28. How do I know it’s working? Web traffic (Google Analytics) Membership Feedback Mentions (Twitter) Revenue (Fundraisers/Facebook Causes) Referrals Growth over time
- 29. How do I know it’s working? Comments left on blog User conversations with other users Time between responses
- 30. What do I do with Analytics? Set Goals Review Metrics Identify Trends Update Strategy
- 31. What Do I Show My Boss?
- 32. What Numbers Matter? Online Website visitors Comments “Likes” “Followers” Offline Event attendance Money raised Calls to Congress
- 33. Only Numbers? Nope! QUALITY counts! Qualitative metrics include: New Community Members New Twitter followers VIP Retweets VIP Guest Authors VIP Interviews
- 34. Why a New Network? Real frustrations from you or others about limitations about existing networks to solve your problem Have capacity and energy to build new Strategic asset to have/control your own network Yes..it’s really hard to do but some great examples
- 37. Find out about other similar projects in government
- 38. Get career advice or mentorship
- 39. Get best practices about a specific technology or project
- 40. In past, simply asked peers at work or people you already knew
- 44. Innovator:Co-Founder, Young Government Leaders
- 45. Award Winner:2006 Rising Star Award, 2007 Fed 100 Winner
- 46. Speaker:25+ Conferences, Brookings, Harvard Kennedy School
- 47. Author:Wikinomics, Federal Times, Public Manager
- 48. Athlete: Used to be good at golf – 3rd in State
- 49. Scholar: Miami (OH) and UPenn
- 54. California CTO
- 55. 30+ Federal CIOs and CTOs
- 57. 125+ City Managers
- 59. Accolades Honored Finalist: 2009 Intergovernmental Solutions Award Featured
- 60. All Kinds of Groups
- 61. All Kinds of Activities
- 62. All Kinds of Involvement
- 63. Incubation
- 64. Incubation
- 65. Incubation
- 66. Public Service is Awesome
- 67. International
- 68. What I’ve Learned about Community Building It’s REALLY REALLY Hard Most people fail There’s a talent/skill Hard to be consistent There’s a difference between just doing it and doing it well Many similar reasons to why conferences or associations or magazines succeed/fail
- 69. Questions? Adam Rosenberg Adam.Rosenberg@edelman.com @Phillyberg Steve Ressler founder@govloop.com @govloop Shana Glickfieldshanag@beekeepergroup.com @DCconcierge
Notas do Editor
- The “Macho Man” Randy Savage embodied what it means to be a community manager. He was engaged with both his fans and his rivals on a nightly basis. Taking their feedback, and always responding with an exciting quote to get them excited about the brand. In an era before the web, the guy built a following of millions of fans and became one of the most recognized names in entertainment. A stretch? Maybe. But think about it as we go through this presentation
- You want your intern to do all the things that will take up a lot of your time and scare you from doing social media. They don’t run the program, they fill in the blanks. They need to be users because they will know the tools well.
- Saves time in the long run. It forces your social media projects to become quality, not quantity. You ask yourself “How can I use social media to make what I’m already doing better?”