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It’s a community but not necessarily with other people. Can still be a more ‘one to many’ type approach but the odd bit of bonding within the comment threads. This is the what you see on Newspaper sites or any comments driven sites where you get regulars forming their own mini community but essentially it’s brand to individual back to brand.
Walmart using Facebook for sales and consumer feedback as well as customer service – to great effect
Real focus on customer service with Virgin Atlantic
Responded within an hour – very personable response
Use a very personal approach and he indicates when he works and what kind of questions he answers, straightforward and transparent. As well as moderation often the management is best done by one or two people to keep the voice the same.
Excellent for people who want to really grow a community that have a single purpose. For example losing weight, having a baby, buying a car, problem with a mobile phone etc.
Carrying on with the Facebook theme. Facebook pages specifically around products for example Boots No.7 – some of the comments are then used on in store promotions and the TV ads
Whole bunch of examples of using user generated content to drive brand awareness, well publicised via Twitter etc
Really nice campaign where people can paint a picture using their iPhone and then wash it off with the special touch button tap – these however are not communities as such as people don’t engage with each other or directly with the brand but it builds awareness and brand loyalty. Key issues here are to moderate the content rather than engage. The engagement can go on around the campaign e.g. Via Twitter or Facebook.
Twitter – excellent tool for the broadcast model and great for reacting to PR disasters or crisis management
With the roll out of new Facebook Community pages PR teams have more to monitor as people can set up community pages around a brand without being part of the brand at all. This can lead to a celebration of a brand but equally can be a way to target companies. This is the official Microsoft fan page but a search of Microsoft leads to an unofficial community page with over 6000 fans.
And quite a few of them are saying rather unpleasant things (moderated by me for this sensitive audience of course!). Global posts are from people updating their status updates so it’s even more ‘real’. There are tools out there to help monitor public updates on Facebook to add to your suite of monitoring tools.
We started work with our client Heinz in October 2010. This is a community of purpose where people join for a specific goal and get support from other members as well as the central ‘hosts’.
Some say old fashioned but you can really have a long term relationship with your customers and test out new products and gather useful feedback.
It takes dedication and nurturing to build a community. These are not casual followers but people who are potentially brand ambassadors. Since October 2009 the amount of member posts has risen – much more active relationship.
The key thing to remember is that the brand should take a back seat.
Also product development
But they must step in when people want to talk to them and give feedback. It’s much more passive but needs monitoring and engagement at the appropriate time only.
Twitter (although it’s like being able to answer back too)
The key thing is that you need smart people dedicated to engaging with people and really offering value plus trying to be everywhere so that each connection with the brand is seamless and shows a company that works as one.
The ubiquitousbrand approach<br />HR<br />Customer Services<br />Marketing<br />Product Development<br />PR<br />Sales<br />Legal<br />Crisis Management<br />Community Management and Social Media Management<br />Suite of tools<br />Customers or clients<br />
Sponsored communities<br />As well as general community talk customer service issues are also raised here. These have been escalated to the brand and swiftly responded to in a public way. This ensures that everyone is aware of the issue (and the fix) but reminds the community that the brand listens and responds.<br />
Dealing with negative comments<br />Is the comment positive?<br />No<br />Yes<br />Rant?<br />Monitor<br />Yes<br />Engage<br />Incorrect?<br />Engage<br />Yes<br />About the company?<br />Alert<br />Yes<br />Negative experience or legal issue?<br />Alert<br />Yes<br />Remove<br />Monitor<br />Follows guidelines?<br />No<br />Yes<br />
eModeration covered the 2-hour Hope For Haiti Now event for MTV UK on Twitter and Facebook. Combining retweets of celebs and followers, donation prompts and performance chatter, we posted 50 tweets and 12 Facebook updates throughout the live event. <br />Using Facebook, bit.ly, MTV UK's tracking spreadsheet, and three different Twitter streams, we managed to keep on top of the event, and ensured that MTV UK's audience was updated on the latest news, and, most importantly, engaged with the cause.<br />MTV.co.uk<br />
Summary<br />People expect multiple ‘touch points’ – make your brand ubiquitous<br />Make sure different departments work together, social media managers and community managers can help coordinate the conversation<br />You need smart people<br />
Questions you should ask yourself<br />What resources can you dedicate to this? While some things can be outsourced, a dedicated and responsive resource will need to be the point of contact for this. Social media moves quickly so any delay in response to a situation may be a huge downfall for a brand.<br />What budget do you have to dedicate to this? This will go towards not only outsourcing the daily management, but also to develop applications, create content and video that will help to make social media pages engaging.<br />What is your current Social Media presence? You may not officially own a page on Facebook or Twitter, but consumers may have already created pages (either positive or negative). Knowing what's out there already will help to determine your next steps.<br />What is your strategy for working with consumers that create unofficial fan pages about your brand?<br />What will be your emergency procedure for the following scenarios - negative comments posted on the page, someone creates an unofficial fan page with negative comments, and customer service escalations.<br />What are your goals for setting up these pages? <br />Who is your audience and what will make them want to engage with you on Facebook?<br />
Common mistakes that brands make<br />Not setting goals before creating the pages<br />Not committing enough resources on an ongoing basis. (Facebook is for life, not just for Christmas)<br />Ignoring your fans on the page and not engaging with them and their queries<br />Providing a point of contact internally that will be available 24/7 for any emergency escalations<br />
Get in touch<br />Tamara Littleton<br />CEO<br />eModeration<br />firstname.lastname@example.org<br />@tlittleton (me)<br />@emoderation (Tia Fisher)<br />facebook.com/eModeration<br />emoderation.blog.com<br />