Community Management Workshop - Amanda Foley

by ....Amanda Tiffany Foley (@_AmandaFoley) Community Manager, Government Digital Services Freelance Community Strategist + Writer

COMMUNITY MANAGEMENT: !A WORKSHOP

‣ Introduction ‣ Don’t Call Me A Social Media Manager! ‣ Elements of Community Management ‣ The Value of Building Community ‣ Talking vs. Listening ‣ Tools Of The Trade ‣ Resources ‣ Q & A

(A ROUGH) AGENDA

INTRODUCTION

‣ Currently: ‣ Diving into the world of “Digital Government” +

Freelancing with London tech startups

!‣ Before:

‣ Marketing @ audience.io ‣ UK Community Manager Gogobot.com ‣ Marketing @ School for Creative Startups ‣ Community Manager @ TechHub London

!

HI, I’M AMANDA

….AND AS A HUMAN BEING

‣ coffee snob ‣ standup comedy obsessive ‣ early adopter / tech nerd ‣ doctor who lover ‣ one of 8 children ‣ hockey-loving canadian expat

DON’T CALL ME A SOCIAL MEDIA MANAGER!

(AND DON’T CALL YOURSELF ONE, EITHER)

(SOME) ELEMENTS OF COMMUNITY MANAGEMENT

‣ social engagement ‣ offline ‣ support ‣ strategy ‣ content ‣ problem solving ‣ storytelling ‣ turning your community members into advocates information architecture

‣ product development ‣ data analysis & growth

“At the end of the day, your community manager is your team’s most valuable asset, in regards to learning about and communicating with your users. Leverage them on your team accordingly.”

! - @SJW

Sarah Judd Welch, Founder of LoyalCX

….but let’s dig a little deeper.

ELEMENTS OF COMMUNITY MANAGEMENT

SOCIAL ENGAGEMENT !

!

What is it not about: !

‣ It is not just about Twitter ‣ It is not broadcast only ‣ It is not just pushing out content ‣ It is not just worrying about maximum reach or followers

!


SOCIAL ENGAGEMENT !

What it is about: !

‣ Complete engagement within a high complexity market, in which services, products, and users are completely intertwined

‣ Going to where they are, not making them come to you ‣ Gathering feedback and putting it to use ‣ Getting to know your users ‣ Acting as a knowledge source and resource hub ‣ and much, much more


OFFLINE + SUPPORT !!

‣ As a result of being the link between the community and the organisation, A CM (can) become the known or “go-to” offline advocate / evangelist

‣ A Community Manager is not a customer support agent, but it is about helping and pointing people in the right direction

‣ Community is about being helpful and building trust !!!


STRATEGY + CONTENT !

Community Managers are the main liaison between the community and the organisation. Meaning:

!‣ You are front-line when understanding what type of content works well ‣ You can see a wider picture of things like user experience, sentiment, support

queries, content engagement rates and conversation ‣ You must constantly listen, adapt their own strategies, and advise other teams

within the organisation based on findings !!


SOLVE PROBLEMS !!

‣ Know your product, company or organisation inside and out. Know it better than the engineers know it.

!‣ Knowing your community inside and out. Offer up invaluable feedback on who

and where your users are, what they think, how they operate !

‣ Be able to jump-in and create solutions to problems based on your intimate relationship with the community

!

“Compelling storytelling is the foundation for building strong social relationships and brand advocacy. Persuasive, shareable, and detailed, your brand’s story will create deep consumer connections.” ! -Hessie Jones, CEO of ArCompany


STORYTELLING !

‣ Tell the story of your organisation ‣ Let the story communicate what your brand, product or community is all about.

!!

‣ Tell the story of your community members ‣ Turn community members into advocates

!!!!

!!!

TURNING COMMUNITY MEMBERS !

INTO ADVOCATES !

(OR, WHY PAYING INFLUENCERS TO TWEET ABOUT YOU IS OVERRATED)

Don’t confuse audience with influence.

Brand Advocates are defined by: !‣ Highly satisfied customers ‣ Very likely to recommend your brand

‣ Wanting to help friends ‣ Loyal ‣ Has a genuine passion for your product or organisation

‣ Doesn’t require incentives (unlike a paying an “influencer”)


INFORMATION ARCHITECTURE + PRODUCT DEVELOPMENT

!‣ Feeding the information you’ve gathered onto the rest of your team on a regular

basis (i.e. most frequently requested features) ‣ Having a strong community / product feedback loop ‣ Clearer = better. What improvements can be made to reduce support tickets?

!!!!


ANALYSIS + MEASURING SUCCESS

!‣ Measure the quality of relationships ‣ Measure the sentiment. Happy community = advocates = ££$$ ‣ Measure what your learned from your community, what you learned from listening

to the conversation around your product, how it made your product better ‣ Measure Social Engagement. ‣ Crunch the numbers. Establish with your team what your quantitative goals are

when it comes to page views, log-ins, conversions, user growth, content amplification, etc

The Value of Building Community !

“Most people switch for better. !

Without a doubt, there's a slot in every market for the cheap enough, good enough alternative.

!But rapid growth and long-term loyalty come from being better instead.

!When your product or your service doesn't measure up, the answer

probably isn't to lower your price or offer a refund to the disappointed customer. Instead, the alternative is to invest in making it better. So much

better that people can't help but talk about it—and so much better that they would truly miss it if it were gone.”

!!

- Seth Godin

!

LET’S TALK ABOUT: !

TALKING VS. LISTENING

Listening = Learning !

Learning = Doing Something About It !

Doing Something About It = Making It Better

LET’S TALK ABOUT:

TOOLS OF THE TRADE

RESOURCESSome of my favourites: ‣ Following #cmgr conversations on twitter ‣ The LoyalCX Blog ‣ Sarah Judd Welch (LoyalCX), David Spinks (CMX Summit, David Noel (VP of Community at SoundCloud)

‣ Community Management Conferences (with a grain of salt) ‣ The Full Start Blog, written by WeWork Labs ‣ Read, Read, Read ‣ Try, Fail, Learn, Try, Learn Some More

Q&A TIME

[email protected]

Questions?

!@_AmandaFoley on Twitter

Find the workshop slides: bit.ly/amandafoley

http://bit.ly/amandafoley

Community Management Workshop - Amanda Foley

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