Back to Basics - Fundamentals of Community Management

Back to
Basics
How to Build the Best Social
Community for Your Brand
Jason Cruz

Today is about…
How to
Create
Authentic
Conversations
in an Online
Community
How to
Create a
Consistent
Voice and
Persona on
Social Media
How to Fit
Great
Content to a
Great Story’s
Online
Context
@jsncruz | jsncruz.com

Today is not about…
How to
Magically
Grow Your
Social Media
Assets’
Audience
How to Find
Your
Community’s
Secret Needs
and Wants
How to
Create
Content for
Daily and
Real-Time
Use

THE SOCIAL MEDIA CAPITAL
Philippines and Social Media

Rich Opportunities Everywhere
Massive demand
from brands and
businesses, but
little supply.

Rich Conversations Everywhere

A brand’s online community
determines how it is perceived,
understood, and heard on
social space.

BACK TO BASICS
The Fundamentals of Managing Social Media Communities

Conversations
“The simplest way to stand out is
to respond to people and help
them out. Most people are too
lazy to respond to a tweet… by
doing simple things like this, you
will stand out.”
Neil Patel
Kissmetrics.com
Source (quote): postplanner.com/small-business-tips-for-standing-out-on-social-media/

Application of Conversations
Most of Coca-Cola Philippines’ tweets are replies or
direct tweets to both followers and non-followers.

Consistency
“[Standing out on a crowded web
on social ...] What it requires …
persistence and continuous
promotion.”
Jeff Bullas
Jeffbullas.com
Source (quote): postplanner.com/small-business-tips-for-standing-out-on-social-media/

Application of Consistency
Jollibee’s food-specific content are consistently optimized
for Instagram and often user-generated.

Context
“You can only increase your
chances of jumping onto
moment-marketing opportunities
by having a dedicated, alert, and
on-point social media
management team with the
liberty to produce and execute
content as events unfold. .”
Jason Cruz
Jsncruz.com
Source (quote): marketing-interactive.com/facebook-downtime-kitkat-ph-break//

Application of Context
KITKAT Philippines took advantage of a critical moment
and used the right story at the right time.

SUMMARY
The Three Elements of an Effective Social Media Community

Conversations
Drives social traffic and generates sentiments
Consistency
Strengthens identity and differentiates
Context
Creates entertaining or educational relevance

FINAL WORD
Social Media Communities in a Nutshell

Social media works by being
social. A brand must live and
breathe being social to build
authority, credibility, and
loyalty.

TRYING IT OUT
A Short Workshop on Elements Application

Objectives
Create realistic and applicable
response reaction skews.
Create checklist for social content
guidelines and trigger events.
A Community Management
response
framework/system
Social media content entry
points
Task Output

Response Framework/System
Positive Neutral Negative
Creates social value for
the brand/business
Creates social reach for
the brand/business
Creates negative social
reach for the
brand/business
Creates emotional value
for the brand/business
Creates negative
sentiments towards the
brand/business
Creates financial value
for the brand/business
Creates detractors and
online hate
Instruction
Fill out each box with at least one (1)
sample reaction post.

Social Media Content Entry Points
Instruction
Create combinations (blue-red, four
max) of content themes.
Brand
Community
Educational
Entertaining
Relevance
Context
Content
Theme

The community members’
interests comes first – but not
at the expense of brand
integrity.

Thank you!
Connect with me:
@jsncruz

Back to Basics - Fundamentals of Community Management

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