Mattingly "AI & Prompt Design: The Basics of Prompt Design"
The Role of the Community Manager: Turning Content into Conversations
1. THE ROLE OF THE COMMUNITY
MANAGER: TURNING CONTENT
INTO CONVERSATIONS
Marisa Peacock
Making Facebook Pay Dividends
Westtown School
May 11, 2011
2. WHAT IS A COMMUNITY MANAGER?
Brand ambassador – you cheerlead, you sing
the school song, you champion the school’s values,
traditions and successes
Brand Monitor – you measure the pulse of the
community, what are they saying, what are their
needs, wants, likes, dislikes
Brand Communicator – you are a primary
source of information about your school, activities,
convey important and relevant information to the
community
3. WHERE IS YOUR COMMUNITY?
Online
website
online portal
social media
email marketing
Mobile
website
social media
email & text message
Print
brochures
magazines
newsletters
4. WHERE IS YOUR COMMUNITY?
Online 1. Find where
your primary
website target audience
lives.
online portal
2. Use other p
social media ublishing
channels to pro
mote your
email marketing community spa
ce.
Mobile
website
social media
email & text message
Print
brochures
magazines
newsletters
5. ASK WHY FIRST
Why do you care about your community?
Why do you want to manage your community?
Why is community engagement necessary?
Why is Facebook the best tool?
Why are you sharing?
What are THEY sharing?
5
6. WHAT DOES YOUR COMMUNITY WANT?
a space to share information, stories, photos, video
a supportive place to connect with others
a venue to ask questions, share concerns
a place to learn about school issues, events,
activities
7. WHAT DO YOU WANT FROM YOUR COMMUNITY?
a loyal following
an audience with whom to share information,
events, activities
an audience from whom to solicit ideas,
comments, testimonials
an audience to market to
8. PUSH & PULL CONTENT
Generate content you can use (again, and again)
Don’t let your community content become static –
be dynamic!
Let your community content be the voice of your
brand, school
Push good content out: news you can use!
Pull good content in: ask meaningful, useful
questions
9. PROMOTE YOUR FACEBOOK PAGE
Make it easy for followers to find your page
Share teasers via Twitter, emails, website that
entice users to “like” your Facebook page
Include Facebook in your signature, business
cards, voicemail messages
Write about it – blog or magazine
Provide incentives for joining Facebook page
13. FACEBOOK COMMUNITY MANAGER BASICS
Be consistent: if you post events, always post
events there (don’t get lazy)
Always monitor (sign up for text alerts when
people comment on your site)
Always reply (don’t ignore inquiries, questions,
comments, suggestions)
Provide incentives – add value to the
experience (what will they get here that they
won’t get anywhere else?)
14. FACEBOOK ENGAGEMENT
Create a Facebook page for your alumni
magazine – great way to solicit story ideas,
questions, letters
Measure fans & engagement – lots of fans
doesn’t make you engaging; set your own
benchmarks
20% of your fans will engage 80% of the time –
cultivate them, make them feel valued, welcomed
33% of Facebook posting is mobile opportunities
to engage beyond typical work-day.
15. FACEBOOK INSPIRATION
ESPN www.facebook.com/ESPN
Big Bird www.facebook.com/BigBird
Cleveland Indians www.facebook.com/Indians
American Idol www.facebook.com/AmericanIdol
April 27 Tornadoes www.facebook.com/April27Tornadoes
Video
Portraits from a Storm