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E2.0 Boston Workshop On Community Management 101

A workshop on the importance on enterprise collaboration, managing communities and the criticality of content curation in community building.

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E2.0 Boston Workshop On Community Management 101

  1. 1. © Copyright 2012 Community BackChannel. All rights reserved. The Community BackChannel ENTERPRISE 2.0 BOSTON WORKSHOP, JUNE 2012 Community Managers: What They Do. How to be a Great One. Content Programming 101 Cindy Meltzer Sahana Chattopadhyay @cindymeltz @sahana2802 isisparenting.com idreflections.blogspot.in
  2. 2. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Cindy Meltzer Director of Community & Social Media Isis Parenting Isisparenting.com Twitter: @cindymeltz Sahana Chattopadhyay Enterprise Community Manager ThoughtWorks idreflections.blogspot.in Twitter: @sahana2802 Your Workshop Facilitators 2
  3. 3. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Agenda TIMING TOPIC 15 minutes Content & Programming for External Communities 15 minutes Content & Programming for Internal Communities 15 minutes Wrap Up & Q/A 3
  4. 4. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content & Programming for External Communities 4
  5. 5. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Mid-sized retail/education company • 4 Boston-area brick and mortar stores, national e-commerce site • Customer base: expecting and new parents Isis Parenting 5
  6. 6. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 What is Content? 6
  7. 7. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content All of the pages of your website, then, are content: the Home Page, the About Us page, the Frequently Asked Questions (FAQ) page, the product information pages, on so on. All of the things you create as part of those pages or as part of your marketing—your videos, blogs, photographs, webinars, white papers, ebooks, podcasts, and so on—are content too. And finally, all of the things you publish at outposts that are off of your own site —your Facebook Page, your Twitter stream, your LinkedIn group page, for example—are forms of content. —Ann Handley & CC Chapman, Content Rules 7
  8. 8. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Creating Content 8
  9. 9. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Short and punchy • “Share or solve, don’t schill.” • Blog frequently Blogging 9
  10. 10. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Anatomy of a Blog Post Punchy headlinePunchy headline Eye-catching photoEye-catching photo Bullets, numbers and/or bolded points Bullets, numbers and/or bolded points Call to actionCall to action 10
  11. 11. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Short in length <3 mins • Unpolished is okay • Use evergreen content Video 11
  12. 12. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Mix it up • Share your own and others’ content • Use hashtags • Show some personality Social Media Activity Streams 12
  13. 13. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Inspire conversation, but don’t dominate it. • Don’t be first • Forums are not for marketing • Share content Company-Owned Forums 13
  14. 14. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Appeal to a wide audience • Record • Be careful with promotional messaging Webinars 14
  15. 15. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Optimizing and Curating Content 15
  16. 16. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content Optimization Tips 16
  17. 17. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Be the source • Bundle information together to share • Make sure to read (and be ready to stand behind) what you share Curating Content 17
  18. 18. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Which Content Fits Your Audience? 18
  19. 19. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Blog content • White papers and e-books • Photographs and video • Infographics • LinkedIn groups • Twitter • Webinars Popular B2B Content 19
  20. 20. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Blog content • Photographs and video • Facebook Page • Twitter • Live chats • Pinterest boards Popular B2C Content 20
  21. 21. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content & Programming for Internal Communities 21
  22. 22. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 • Software consulting firm • Globally distributed & Diverse – US, UK, China, Brazil, India, Africa… • Rapidly growing • Non-hierarchical; distributed decision making • Knowledge workers with tacit knowledge • Transparent and collaborative culture About 22
  23. 23. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Old Way of Working 23
  24. 24. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Challenges and Needs 24 Distributed organization Rich people profiles Consultants at client sites Easy authoring and discovery Fragmented knowledge base A single place for the corporate memory Silos and walled gardens Single destination for content, context, conversation Distributed expertise Serendipity E-mail syndrome E-mail integration
  25. 25. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 New Way of Working 25
  26. 26. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content and Programming Framework 26
  27. 27. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Key Groups 27
  28. 28. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Objectives 28
  29. 29. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 !Pointers 29
  30. 30. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Do not launch an empty group! Make sure users have relevant content to engage with when they join. Seeding 30
  31. 31. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Designing for Access 31
  32. 32. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Information Architecture 32
  33. 33. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Help users understand appropriate content type to make contribution easy. Content Type Purpose Blog post Personal opinion, project experience, sharing of ideas Document Preserve team thought, capture good practices, document lessons learned Discussion forums Ask questions, seek feedback, debate and ideate Status updates Work aloud, share quick tips, keep in the loop, share interesting finds User Contribution 33
  34. 34. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Content Curation 34
  35. 35. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Socializing 35
  36. 36. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Surfacing 36
  37. 37. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 ! Challenge for global organizations Not all regions use English as their primary language; thus creating a barrier to participation. Solution Encourage participation in local language. Encouraging Participation 37
  38. 38. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Weeding and Housecleaning 38
  39. 39. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Your Key Takeaways 39
  40. 40. © Copyright 2012 Community BackChannel. All rights reserved. #CMTYBC Workshop #e2Conf @cindymeltz @sahana2802 Questions What are some of your key challenges? How will a collaboration platform overcome these? How will you encourage adoption? How will you encourage contribution? 40
  41. 41. © Copyright 2012 Community BackChannel. All rights reserved. THANK YOU! Cindy Meltzer Sahana Chattopadhyay @cindymeltz @sahana2802 isisparenting.com idreflections.blogspot.in 41

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