CLOSING THE COMMUNITY GAP

Misty Weaver CS Forum Helsinki #cgap #csforum13

@meaningmeasure

COMMUNITY MANAGEMENT

IDENTIFYLEVERAGE

EMPOWER

ONLINE Social Media Management

Content Lifecycle Management

EVENTSSeattle IA Meetup

Seattle Content Strategy MeetupInfoCamp

VALUE STATEMENTCommunity Management is a practice and tool that • Bridges Internal and External Audiences • Gathers Quantitative and Qualitative Data

About Users and Audiences • Supports Authority and Credibility of Content

#cgap #csforum13

USE IT WHEN• Grow a relationship-driven customer base,

nurture brand loyalty• Connect targeted audiences with your

relevant content• Change content from broadcasting to problem

solving – We/I to You• Differentiate from competitors

#cgap #csforum13

IDENTIFY

COMMUNITY

COMMUNITY MANAGEMENT

CAPTIVE AUDIENCE

pasukaru76

EXPERIENCE OPTIMIZER

COMMUNITY IS OPEN

Credit: Dave Catchpole

MENTAL MODELSBig Boss

Upper Management

Middle Management

Floor Staff

Middle Management

Floor Staff

Middle Management

Floor Staff Floor Staff

Credit: Andrew Lipson

COMMUNITY MODELS

Public

Audience

Direct Contact

Organization

COMMUNITY HAPPENS

Public

Audience

Direct Contact

Organization

Community

A CONVERSATION

PASSION CURATION

#passioncuration#cgap #csforum13

COMMUNITY MANAGEMENT IS NOT

• Sales• Marketing• Customer Service• Social Media Management• SEO • User Experience• Events• Content Strategy

COMMUNITY MANAGEMENTCREATING TRIBES

FROM CLIQUES

BUILDS RELATIONSHIPS

MAKES CONNECTIONS

CREATES OPPORTUNITIES

Sales

Customer Service

Marketing

Social Media Management

SEO

User Experience

Event Planning

Content Strategy

Product Development

Service Design

SUPPORTS AND PROMOTES

Community Management

Organization

Direct Contact

Influencers

Audiences

Users

Search Engines

The “Press”

Public

SUPPORTS AND PROMOTES

Community Management

Organization

Direct Contact

Influencers

Audiences

Users

Search Engines

The “Press”

Public

Sales

Customer Service

Marketing

Social Media Management

SEO

User Experience

Event Planning

Content Strategy

Product Development

Service Design

Community Management

LISTENING

LET’S LEVERAGE: content strategy

CONTENT STRATEGYBusiness ObjectivesAudience Research

Content Awareness

WHERE THE VALUES ARE

YOUR AUDIENCEWho they are What they do

Where they areWhen they are thereWhat they talk about

Passion/Pain

MINDSHARE

AVAILABLE WHEN?

January February March April May June July August September October November December0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Attention Available

Available Sounders Football Sleep Work Series6

TRENDS AND INFLUENCERS

#dempseywatch

YOUR AUDIENCEIncludes your

competitors

CONTENT INVENTORY

EMPOWER

INTO THE SYSTEMInternal Resources

Systems and PlatformsWorkflow

Editorial CalendarProduction

Reaction

#cgap #csforum13

INTERNAL

ONLY YOUR AUDIENCE MATTERS

#cgap #csforum13

GET INTO THE WORKFLOW

Credit: meet content

Credit: libertyandvigilance 10459273@N05/

PRODUCTION AND DISTRIBUTION

Credit: xlordashxhttp://www.youtube.com/watch?v=1icuP1WhZpk

RRRR! KIITOS! THANKS! MERCI!

REACH ME@meaningmeasure

@content_insightLinkedIn - www.linkedin.com/in/mistymelissaweaver

http://www.meetup.com/Content-Strategy-Seattle/

http://www.meetup.com/SeattleUX/

Virtual Coffees arranged via Skype

Google+