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Community Management Fundamentals

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What is community management and why does it matter?

Publié dans : Business, Technologie

Community Management Fundamentals

  1. 1. Community Management Fundamentals communityroundtable.com | @TheCR | July 2014
  2. 2. What is a community?
  3. 3. Community is not: blogs podcasts chat forums social RSS video profiles 4 activity feeds
  4. 4. Community is: passion voices relationships ideas discussions affinity networks people organic alignment relationships collaboration purpose mission support emergent groups 5
  5. 5. Com·mu·ni·ty Noun A group of people with unique shared values, behaviors, and artifacts. 6
  6. 6. Communities: 1.  Speed information transfer 2.  Develop shared ownership 3.  Maximize investments
  7. 7. Co- Development Community Support Community Customer Advocate Community Marketing Community Partner Community Your Market Communities accelerate alignment with markets 8 Core operations
  8. 8. Communities are about relationships, not just about sharing content Content Network Community 9
  9. 9. Communities do not produce linear returns 10 Time Return
  10. 10. Good communities generate geometric returns Time Return 11
  11. 11. Lack of understanding can lead to predictable failures Time Return 12
  12. 12. Communities require long term investment Time Return 13
  13. 13. Communities require different management techniques at different stages Impact Phase 1 Hierarchy Phase 2 Emergent Community Phase 3 Community Phase 4 Networked Pull Grow Transform Behavior Change Time 14
  14. 14. Business goals determine ideal size for a community Communities Size Density of Relationships Solve Collaborate Inspire Inform Connect Solicit Input Complexity of Desired Outcome Compromise Discover Find 15
  15. 15. The Community Maturity Model
  16. 16. The Community Maturity Model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
  17. 17. Community management is becoming ! standardized & measurable !" #" $" %" &" '()*(+,-" .+*/+)0123" 456(5)+" 4788592(-":*9*,+8+9(" 479(+9(";"<)7,)*8829," <762=-";">7?+)9*9=+" @7760" :+()2=0";":+*05)+8+9(" 4788592(-"A" 4788592(-"B" 18
  18. 18. Measurement enables effective planning 19
  19. 19. What is community management?
  20. 20. Community management is the discipline of ensuring productive communities Responsibilities •  Define scope, ideal outcomes, and boundaries •  Ensure participants receive more value then they contribute •  Promote, encourage, and reward productive behaviors •  Discourage and limit destructive behaviors •  Facilitate constructive disagreement and conflict •  Advocate for the community and its members •  Monitor, measure, and report •  Marshal internal advocates, resources, & support •  Manage tools and member experience 21
  21. 21. Community managers execute community strategy and ensure shared purpose A meaningful shared purpose is one of the biggest success factors for a community Business Objectives Member Objectives 22 Share  Purpose  
  22. 22. A good community manager is a like a quarterback Skills •  Communication •  Ability to match brand’s personality •  Understanding of human behavior/motivations •  Relationship building •  Conflict resolution •  Project management •  Moderate technical aptitude Attributes •  Love of people •  Judgment •  Tempered enthusiasm •  Empathy •  Adaptability •  Self-awareness 23
  23. 23. Community management maturity delivers business value 85% of best-in-class communities can measure their value… … likely because they are more likely to have fully funded community roadmaps 24Data  from  The  State  of  Community  Management  2014  
  24. 24. The iceberg effect of community management
  25. 25. Below the water •  Understanding members •  Back-channeling •  Building relationships with key members •  Taking issues offline •  Working with internal advocates •  Program planning •  Collaborating internally •  Managing technology issues •  Communicating value and benefits •  Measuring progress 26
  26. 26. Above the water •  Managing content: publishing, curating, tagging, etc •  Managing events – online and in real life •  Welcoming new members •  Participating judiciously in conversations •  Reaching out to 3rd party influencers, partners, media, etc •  Communicating changes to policies, tools, programming, etc 27
  27. 27. The risks of not having community management
  28. 28. Ghost town
  29. 29. Land of 1,000 flowers
  30. 30. Drama
  31. 31. A circling storm
  32. 32. A clique
  33. 33. How do you build a thriving community?
  34. 34. http://www.flickr.com/photos/machineproject/5162106562/ Observe your audience 35
  35. 35. Schedule http://www.flickr.com/photos/vidiot/61484953/ Keep a regular schedule 36
  36. 36. http://www.flickr.com/photos/donshall/1143987002/ Be welcoming 37
  37. 37. http://www.flickr.com/photos/chiotsrun/4417919229/ 38 Provide a guide
  38. 38. Image Be valuable 39
  39. 39. Be a connector 40
  40. 40. http://www.flickr.com/photos/sheila_steele/161726592/ Bring catnip 41
  41. 41. http://www.flickr.com/photos/strandloper/1385105547/ Have rules 42
  42. 42. Distributed http://www.flickr.com/photos/mclxi/388392114/ Lead from the back 43
  43. 43. Encourage your cheeseheads 44
  44. 44. http://www.flickr.com/photos/tk_five_0/2279894817/ Ride the waves 45
  45. 45. http://www.flickr.com/photos/jfchenier/2409726404/ Don’t ignore 46
  46. 46. Text http://www.flickr.com/photos/cecilanne_r-s/3541646602/ Be multi-modal 47
  47. 47. Protect the fish 48
  48. 48. Community success is driven by two elements Member Factors •  Need to learn •  Availability/Schedule •  Degree of isolation •  Competing sources •  Technical literacy •  Online social comfort •  Aspirations •  Cultural context Environmental Factors •  Supportive & encouraging environment (positive feedback) •  Easy to use tools •  Valuable information •  Peer involvement •  Unique access – to content or people 49
  49. 49. Community managers matter Dedicated community managers correlate to higher community maturity. Communities with dedicated community managers almost twice as likely to be able to measure value. Can  measure   value   No  full-­‐4me  community  manager   1+  full-­‐4me  community  manager   Dedicated community management improves engagement rates. Collaborators   Creators   Contributors   Lurkers   =  5%   1+  full-­‐4me   community   manager   No  full-­‐4me   community   manager   Data  from  The  State  of  Community  Management  2014  
  50. 50. Key Takeaways •  The risks of supporting communities without community management are significant •  Build thick value for all constituents •  Communities need different things at different stages •  The availability of tools is required but not sufficient to achieve productive communities •  Most community management activity is not visible in the community itself •  Community management can achieve success through two primary avenues: Changing user comfort & knowledge or changing environmental factors 51
  51. 51. About The Community Roundtable Community and training and research, oh my!
  52. 52. Mission: Advance the Business of Community 1.  Champion: Advocate for the needs of community business owners & teams 2.  Educate: Provide training solutions to community & social business leaders 3.  Curate: Aggregate, document & share community management best practices Services TheCR Network | TheCR Advisory | TheCR Research | TheCR Training Rachel Happe Principal & Co-Founder @rhappe Jim Storer Principal & Co-Founder @jimstorer Leadership About The Community Roundtable www.communityroundtable.com  
  53. 53. Member Organizations & Clients www.communityroundtable.com  
  54. 54. 1.  Research. We publish an annual State of Community Management study, Social Executive research and have a library of 200+ best practice reports. 2.  Experience. Our work with 90+ organizations gives us unique insight into community best practices and standards. This work includes strategic advisory, workshops, executive interviews, executive education and custom content development. 3.  Access to Practitioners. TheCR Network’s expertise and our collaboration with members enables us to keep a pulse on the needs of community and social business leaders and provides unparalleled access to emerging practices and standards. 55 The Community Roundtable Advantage www.communityroundtable.com  

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