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Corporate Community Management

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Information about Corporate Community Management

Published on May 15, 2008

Author: vaninadelobelle

Source: slideshare.net

Description

How should corporations talk to communities? How should they use social media? What should be done and not?
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Corporate Community Management Vanina Delobelle, PhD www.vaninadelobelle.com May 2008

How are communities working ?

What is a community ? People sharing same interest ! Group of online interactive people sharing the same interest

What composes a community ? Many points ! Communication and sharing Members are helping each other Common place to meet The community is attached to one tool. Rites and usages People will come regularly. They have a daily/weekly appointment with the tool. Influencers Influencers launch and members take over.

Many points !

Communication and sharing

Members are helping each other

Common place to meet

The community is attached to one tool.

Rites and usages

People will come regularly. They have a daily/weekly appointment with the tool.

Influencers

Influencers launch and members take over.

Who are the actors ? 3 types ! Creators They initiate the community and create the content. They represent 1% of the users. Contributors They are 10%. They are the active members who are going to boost the community and make it live. Consumers They do benefit from the contribution of the others.

3 types !

Creators

They initiate the community and create the content. They represent 1% of the users.

Contributors

They are 10%. They are the active members who are going to boost the community and make it live.

Consumers

They do benefit from the contribution of the others.

What are the rules of a community ? They have their own rules ! Share They will help each other and share in the community’s interest. Communicate They respond to each other. They communicate between the members. Be sincere Lies are not allowed. Once members figure out you are lying, they leave. Be transparent Do not hide issues, do not be shy, do talk openly. Participate Do not post and leave. You have to be there and participate to the conversations.

They have their own rules !

Share

They will help each other and share in the community’s interest.

Communicate

They respond to each other. They communicate between the members.

Be sincere

Lies are not allowed. Once members figure out you are lying, they leave.

Be transparent

Do not hide issues, do not be shy, do talk openly.

Participate

Do not post and leave. You have to be there and participate to the conversations.

How to manage communities for a corporation ?

Why have a good community management ? Lots of benefits ! Fidelity and stickiness will increase Club effect Efficiency to respond to a survey or for product testings Collect and use testimonials more easily More traffic More brand recognition Viral effect and people advertising for the brand

Lots of benefits !

Fidelity and stickiness will increase

Club effect

Efficiency to respond to a survey or for product testings

Collect and use testimonials more easily

More traffic

More brand recognition

Viral effect and people advertising for the brand

What are communities looking for ? Content ! People look for information People look for content that suits their interest People look for fresh and interesting content People look for interactivity

Content !

People look for information

People look for content that suits their interest

People look for fresh and interesting content

People look for interactivity

The working strategy Try ! Be present on multiple social media Share different information on the different tools Provide fresh and interesting content Be creative and innovate in the content you share Mix text, articles, links, video, audio, pictures, presentations… Each tool might represent one different community Bring the community what she wants and not what you want

Try !

Be present on multiple social media

Share different information on the different tools

Provide fresh and interesting content

Be creative and innovate in the content you share

Mix text, articles, links, video, audio, pictures, presentations…

Each tool might represent one different community

Bring the community what she wants and not what you want

The golden rules Do not forget them ! Adopt a human tone Mike is writting and not the corporation Be transparent and react quickly Do not post marketing speeches Be present and committed to build trust Be human and share feelings Try to be specific and bring real interest to what is posted

Do not forget them !

Adopt a human tone

Mike is writting and not the corporation

Be transparent and react quickly

Do not post marketing speeches

Be present and committed to build trust

Be human and share feelings

Try to be specific and bring real interest to what is posted

Blogs, forums, … how to use these tools successfully ?

Forum Animate ! Drive the community with some questions to start Then leave the community drive the forums Advertise about the forum in other tools as all tools need to be linked together

Animate !

Drive the community with some questions to start

Then leave the community drive the forums

Advertise about the forum in other tools as all tools need to be linked together

Blog Create content ! Post various articles about the industry Interview experts in the industry and create videos Create presentations that can be read and spread easily Post content from others Interview resellers, customers… … and use your blog to talk about yourself ! If you launch new products If you hire If you are present at some conference If your CEO is on a newspaper article … show your company from the inside

Create content !

Post various articles about the industry

Interview experts in the industry and create videos

Create presentations that can be read and spread easily

Post content from others

Interview resellers, customers…

… and use your blog to talk about yourself !

If you launch new products

If you hire

If you are present at some conference

If your CEO is on a newspaper article

… show your company from the inside

Social Networks Create profiles ! Use social networks to spread your brand Create a page in Facebook Create a page in MySpace These profiles will be the entry point for new community members Keep them updated to attract people

Create profiles !

Use social networks to spread your brand

Create a page in Facebook

Create a page in MySpace

These profiles will be the entry point for new community members

Keep them updated to attract people

Microblogging Differenciate ! In Twitter share valuable information that is different from the one you are posting on your blog Share various content from what you can read elsewhere

Differenciate !

In Twitter share valuable information that is different from the one you are posting on your blog

Share various content from what you can read elsewhere

Exemples of do and don’t do ?

Forum Don’t do! Your forums is not accessible You do not share the link of the forum You do not advertise about your forum You consider your forum as one tool and never talk about it on your blog Do ! Talk in your blog about some interesting discussions happening in your forum Post the question of the day in your Twitter Come and participate to the discussions

Don’t do!

Your forums is not accessible

You do not share the link of the forum

You do not advertise about your forum

You consider your forum as one tool and never talk about it on your blog

Do !

Talk in your blog about some interesting discussions happening in your forum

Post the question of the day in your Twitter

Come and participate to the discussions

Forum

Blog Don’t do! Your blog is a corporate website Your blog is too commercial Your blog has no human identification. We do not know who runs the blog. Your blog is too generalist Your blog has not attractive design You never respond to comment Do ! Comment on other blogs Bring added-value to the content you are posting Share information that is different from what is posted on your corporate website Post regularly

Don’t do!

Your blog is a corporate website

Your blog is too commercial

Your blog has no human identification. We do not know who runs the blog.

Your blog is too generalist

Your blog has not attractive design

You never respond to comment

Do !

Comment on other blogs

Bring added-value to the content you are posting

Share information that is different from what is posted on your corporate website

Post regularly

Blog

Social Networks Don’t do! Create a page and never come back Never accept invitation Do ! Share and connect with people Post content and drive people back to your blog or your forum

Don’t do!

Create a page and never come back

Never accept invitation

Do !

Share and connect with people

Post content and drive people back to your blog or your forum

Social Networks

Microblogging Don’t do! Follow hundreds of people and do not share Post inconsistent content Post only feeds from your blog (an RSS feeds would do the same) Do ! Share links to content that might not be only yours Use this tool as an information repository for market competition analysis Post regurlarly

Don’t do!

Follow hundreds of people and do not share

Post inconsistent content

Post only feeds from your blog (an RSS feeds would do the same)

Do !

Share links to content that might not be only yours

Use this tool as an information repository for market competition analysis

Post regurlarly

Microblogging

For more conversations… www.vaninadelobelle.com

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