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How to build & manage
   Online Communities
without pissing people off


                    PR-Net
            Johannesburg 2 Aug 2010




     Melissa Attree - www.melissaattree.co.za
PR-Net JHB Community building
Strategic Planning
   Conversation
     Content
    Community
PR-Net JHB Community building
PR-Net JHB Community building
Targeted
    Authenticity


                    Influence
Listen

                               Originality
          Balance



                           Consistency
Transparency
Conversation
PR-Net JHB Community building
★ LISTEN to the conversation (ORM / Tracking
  tools

★ Map the trends.

★ Start engaging with key fans / haters and
  opinion leaders

★ Start to shape & influence the conversation.
Content
★ Content is King

★ Add value / make it sexy

★ Original / Use a variety of channels

★ Targeted / pitch

★ Context = 2 way convo

★ Great content travels. Help it
Find The Fans
PR-Net JHB Community building
★ Listen

★ They have Names & Faces

★ Categorise people - Do Your Homework

★ Everyone wants a soapbox - UGC
Communities
PR-Net JHB Community building
"The royal road to a man's heart
is to talk to him about the things
        he treasures most."

                            Dale Carnegie
Community Management

★ Establish purpose / objective

★ Must add value to marketing mix

★ ID suitable channels

★ Cast a wide net but maintain focus

★ Develop an internal policy (who? how? when?)
Community Management
★ Be true to your initial purpose

★ Set a precedent

★ Balance - 2 way Conversation

★ Content adds context

★ Track mentions / links / related queries

★ Response times
Community Management

★ Breed trust

★ Involve the community

  ★ Harness the collective

★ Say Sorry // Say Thank You

★ Manage channels and audit progress -
What is the shortest word in the
 English language that contains the
           letters: abcdef?

          Answer: feedback.


Don't forget that feedback is one of the
      essential elements of good
           communication.
Melissa Attree

 
   
   
   Social Media Consultant, Blogger, Brand Strategist

 
   
   
   GetOn eMarketing


www.melissaattree.co.za // www.geton.co.za


melattree on twitter

MelissaAttree on delicious

Melissa Attree on Facebook

Melissa Attree on LinkedIn

melattree on skype

MelAttree on FriendFeed

Presentation is online at Slideshare.net/MelissaAttree

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PR-Net JHB Community building

  • 1. How to build & manage Online Communities without pissing people off PR-Net Johannesburg 2 Aug 2010 Melissa Attree - www.melissaattree.co.za
  • 3. Strategic Planning Conversation Content Community
  • 6. Targeted Authenticity Influence Listen Originality Balance Consistency Transparency
  • 9. ★ LISTEN to the conversation (ORM / Tracking tools ★ Map the trends. ★ Start engaging with key fans / haters and opinion leaders ★ Start to shape & influence the conversation.
  • 11. ★ Content is King ★ Add value / make it sexy ★ Original / Use a variety of channels ★ Targeted / pitch ★ Context = 2 way convo ★ Great content travels. Help it
  • 14. ★ Listen ★ They have Names & Faces ★ Categorise people - Do Your Homework ★ Everyone wants a soapbox - UGC
  • 17. "The royal road to a man's heart is to talk to him about the things he treasures most." Dale Carnegie
  • 18. Community Management ★ Establish purpose / objective ★ Must add value to marketing mix ★ ID suitable channels ★ Cast a wide net but maintain focus ★ Develop an internal policy (who? how? when?)
  • 19. Community Management ★ Be true to your initial purpose ★ Set a precedent ★ Balance - 2 way Conversation ★ Content adds context ★ Track mentions / links / related queries ★ Response times
  • 20. Community Management ★ Breed trust ★ Involve the community ★ Harness the collective ★ Say Sorry // Say Thank You ★ Manage channels and audit progress -
  • 21. What is the shortest word in the English language that contains the letters: abcdef? Answer: feedback. Don't forget that feedback is one of the essential elements of good communication.
  • 22. Melissa Attree Social Media Consultant, Blogger, Brand Strategist GetOn eMarketing www.melissaattree.co.za // www.geton.co.za melattree on twitter MelissaAttree on delicious Melissa Attree on Facebook Melissa Attree on LinkedIn melattree on skype MelAttree on FriendFeed Presentation is online at Slideshare.net/MelissaAttree

Notes de l'éditeur

  1. SM is a individual skill / speciality Bridge the gap Add value Take advantage of the variety of content channels
  2. Typical Social Media Map / Plan. Success requires a combination of these factors.
  3. Who is the ‘Media’? Build real relationships. Start to shape & influence the conversation. Carnegie, Dale on Communication
  4. One shot Pick your timing Attention grabbing ‘Spin’ it Tailormade Cut through the clutter
  5. There is a community / interest in almost everything that exists. Find them.
  6. •HUMAN •Engage •Encourage •Respond •Collective •UGC •manage channels audit modify •Have ` puropose / aim / objective embod that breed trust social contract expectations set a precedent internal policy to manage responses evolve and audit progress and channels response times cast a wide net / but focused quality use / involve the community you can say sorry / thank you