Building Healthy Communities Tactics and Strategies
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Slides form my class at PariSoma, where I talked about strategies for effective community management -- strategies and tactics.
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Building Healthy Communities Tactics and Strategies
- 1. building healthy communities tactics and strategies Maria Ogneva, Head of Community, Yammer
- 2. Hello! Nice to meet you! My name is Maria Ogneva, also @themaria I’m Yammer’s Head of Community. I am responsible Yammer’s customer communities, presence in external social channels, content and education around community and social best practices. Let’s build some communities! @themaria
- 3. what the heck is community management? social media community building marketing customers talking to each brand story other advocacy creation spaces company talking to driven by a common goal & customers passion customers talking to their problem solving & telling friends stories
- 4. another silo? http://www.flickr.com/photos/76635893@N00/2203549363/
- 5. strategy vs. tactics http://www.flickr.com/photos/61565201@N00/229158080/
- 6. define strategy externally & internally work cross-functionally policy, governance, best practices internal buy-in focus on business objectives commit to deep co-creation
- 7. don’t do it alone @themaria @yammer http://www.flickr.com/photos/44373968@N00/96724309/ http://www.flickr.com/photos/47681336@N00/4511076565/
- 8. alignment & vision alignment and vision @themaria @yammer http://www.flickr.com/photos/58249839@N00/2687043572/
- 9. empower through education @themaria @yammer
- 10. everyone’s favorite station: WIIFM @themaria @yammer
- 11. tie to business objectives
- 13. goals for your community tap into people’s passions focus on jobs they’ve come to do elevate the conversation conversation: strategic vs. transactional connect people to each other
- 14. help people tell stories http://www.flickr.com/photos/43927576@N00/321175469/
- 15. customer communities connect customer & company http://www.flickr.com/photos/83165152@N00/1288762325/ http://www.flickr.com/photos/71865026@N00/1264424156/
- 16. encourage serendipity http://www.flickr.com/photos/thegaffneys/4296340696/
- 17. nascent communities http://www.flickr.com/photos/9215253@N08/586305185/
- 18. seed content @themaria @yammer http://www.flickr.com/photos/43132185@N00/402573680/
- 19. your job: get people to talk h"p://www.flickr.com/photos/71865026@N00/3280003051/
- 20. promote sharing of success @themaria @yammer http://www.flickr.com/photos/13657368@N00/1752089487/
- 21. architect foundation of STRENGTH @themaria @yammer http://www.flickr.com/photos/8427538@N02/2307224581/
- 22. the right tools for the job @themaria @yammer http://www.flickr.com/photos/8427538@N02/2307224581/
- 23. nurture early advocates @themaria @yammer
- 24. clear policy & best practices
- 25. moderate without stifling think: traffic control http://www.flickr.com/photos/43102195@N08/4826985761/
- 26. let the community evolve norms & self-moderate set the tone with early right users don’t dominate listen and gently nudge let people ask & answer connect people don’t stifle the conversation promote privacy, transparency, respect
- 27. community “gardener” @themaria @yammer http://www.flickr.com/photos/47681336@N00/4511076565/
- 28. community manager success traits passionate inspired by stories, helping, learning & people inspires others to act, understands WIIFM industry knowledge / commitment & business acumen well-connected internally & externally unafraid, comfortable w/ discomfort, owns decisions tactful & diplomatic, humble & confident patient & creative
- 29. partnership between Company & Customer http://www.flickr.com/photos/53323105@N02/5416543588/
- 30. experience chasm http://www.flickr.com/photos/51378257@N00/2248361060/
- 32. causes of social media crises source: altimeter group 15% exposure of poor experience 12% violation of ethical guidelines 8% rogue employees
- 33. BRIDGE the GAP
- 34. doing being social media a social business external holistic another silo cross-functional focused on PR focused on learning short-term focus long-term focus ephemeral systematic fashionable transformative
- 35. 1. listen 2. understand 3. speak
- 36. have a response plan in crisis and “in peace”
- 37. turn data into insights predict patterns
- 38. learn evolve co-create Fail fast, learn and be humble
- 39. turn critics into fans RAVEABLE & fans into community INVESTED IN FUTURE RECOMMENDER! ADVOCATE! BELIEVER! ADVOCATE community “LAZY” ACTION! ADVOCATE! MAY SWITCH SWITCHER! SWITCHER! WILL PROBABLY LEAVE opportunity QUIET ATTRITION! COMPLAIN! BAD DON’T CARE LIKE SPEAK UP CO-CREATE ! CUSTOMER EXPERIENCE FAN BEHAVIOR !
- 40. turning product feedback into something actionable http://www.flickr.com/photos/48889065425@N01/2064102608/
- 41. customer stories = new marketing give them something to rave about http://www.flickr.com/photos/99037763@N00/2385084652/
- 42. connected empowered employee
- 43. empower employees to act http://www.flickr.com/photos/76805197@N00/2494733608/
- 44. become truly connected
- 45. ✓ people sharing stories signs of healthy ecosystem ✓ profiles & pictures ✓ increase in new posters ✓ prevailing culture of help ✓ ambassadorspeople posting content ✓ ✓ prevailing culture of help ✓ executive involvement ✓ growth of Yambassadors ✓ Yamification, swag ✓ profile pictures ✓ executive support ✓ increase in new posters ✓ recognized as the place to access knowl ✓ flash mobs! ✓ recognized as the place to access knowledge @themaria @yammer http://www.flickr.com/photos/29884944@N00/109201435/
- 46. remember... behavior change is hard
- 47. it is so WORTH IT
- 48. get support join peer communities to be a community leader, http://www.flickr.com/photos/72296542@N00/353467486/ be a member first
- 49. Thank you! Contact: @themaria about.me/themaria