The art of community management and building has often been regarded as a very difficult one to master. However, there are three key pillars which can make or break online communities driven by brands and businesses. The three areas of focus are: Content balance – what should you be talking about Community building – getting the right people to interact with you / your page Brand output – the types of activity that should characterise your presence The following slides bring each of these areas to life.

1. Online communities:
The bits inside the box

2. The right formula
The art of community management ad building has often been regarded as a
very difficult one to master.
However, there are three key pillars which can make or break online
communities driven by brands and businesses.
The three areas of focus are:
• Content balance – what should you be talking about
• Community building – getting the right people to interact with you /
your page
• Brand output – the types of activity that should characterise your
presence
The following slides bring each of these areas to life.
Note: Detailed explanations of each slide are included in the ‘speakers notes’
section.

3. Content balance cube
Core
Passions / Interests
Air Traffic Control
10%
80%
10%
Product
Issues / Crisis
Mgmt
Shared
interests with
your
community Big
opportunity
for brands

4. Community building cube
Content
Engagement
Promotion
30%
40%
30%
Scheduled
Paid, earned,
owned
Real-time
Often
forgotten

5. Brand output cube
Original content
Discussions
Apps / Interactive properties
20%
20%
Curated content
40%
20%
Most cost
effective
Owned blogs,
photos, events
etc
Goodies from
around the web
Genuine
conversations
Something to
keep you
coming back /
share

6. Contact
Adam Vincenzini
AdamVincenzini.com
@AdamVincenzini