1. building healthy
communities
tactics and strategies
Maria Ogneva,
Head of Community, Yammer
2. Hello! Nice to meet you!
My name is Maria Ogneva,
also @themaria
I’m Yammer’s Head of
Community. I am responsible
Yammer’s customer
communities, presence in
external social channels,
content and education
around community and
social best practices.
Let’s build some
communities!
@themaria
3. what the heck
is community management?
social media
community building
marketing
customers talking to each
brand story other
advocacy creation spaces
company talking to driven by a common goal &
customers passion
customers talking to their problem solving & telling
friends stories
4. another silo?
http://www.flickr.com/photos/76635893@N00/2203549363/
6. define
strategy
externally & internally
work cross-functionally
policy, governance, best practices
internal buy-in
focus on business objectives
commit to deep co-creation
7. don’t do it alone
@themaria
@yammer
http://www.flickr.com/photos/44373968@N00/96724309/
http://www.flickr.com/photos/47681336@N00/4511076565/
8. alignment & vision
alignment and vision
@themaria
@yammer
http://www.flickr.com/photos/58249839@N00/2687043572/
13. goals
for your community
tap into people’s passions
focus on jobs they’ve come to do
elevate the conversation
conversation: strategic vs. transactional
connect people to each other
14. help people tell stories
http://www.flickr.com/photos/43927576@N00/321175469/
15. customer communities connect
customer & company
http://www.flickr.com/photos/83165152@N00/1288762325/ http://www.flickr.com/photos/71865026@N00/1264424156/
25. moderate without stifling
think: traffic control
http://www.flickr.com/photos/43102195@N08/4826985761/
26. let the community
evolve norms
& self-moderate
set the tone with early right users
don’t dominate
listen and gently nudge
let people ask & answer
connect people
don’t stifle the conversation
promote privacy, transparency, respect
27. community “gardener”
@themaria
@yammer
http://www.flickr.com/photos/47681336@N00/4511076565/
28. community manager
success traits
passionate
inspired by stories, helping, learning & people
inspires others to act, understands WIIFM
industry knowledge / commitment & business acumen
well-connected internally & externally
unafraid, comfortable w/ discomfort, owns decisions
tactful & diplomatic, humble & confident
patient & creative
29. partnership
between Company
& Customer
http://www.flickr.com/photos/53323105@N02/5416543588/
34. doing being
social media a social business
external holistic
another silo cross-functional
focused on PR focused on learning
short-term focus long-term focus
ephemeral systematic
fashionable transformative
38. learn
evolve
co-create
Fail fast, learn and be humble
39. turn critics into fans
RAVEABLE & fans into community
INVESTED IN FUTURE
RECOMMENDER! ADVOCATE! BELIEVER!
ADVOCATE
community
“LAZY” ACTION! ADVOCATE!
MAY SWITCH
SWITCHER! SWITCHER!
WILL PROBABLY LEAVE
opportunity
QUIET
ATTRITION! COMPLAIN!
BAD DON’T CARE LIKE SPEAK UP CO-CREATE
!
CUSTOMER EXPERIENCE FAN BEHAVIOR !
40. turning product feedback
into something actionable
http://www.flickr.com/photos/48889065425@N01/2064102608/
41. customer stories = new marketing
give them something to rave about
http://www.flickr.com/photos/99037763@N00/2385084652/
45. ✓ people sharing stories
signs of healthy ecosystem ✓ profiles & pictures
✓ increase in new posters
✓ prevailing culture of help
✓ ambassadorspeople posting content
✓
✓ prevailing culture of help
✓ executive involvement
✓ growth of Yambassadors
✓ Yamification, swag
✓ profile pictures
✓ executive support
✓ increase in new posters
✓ recognized as the place to access knowl
✓ flash mobs!
✓ recognized as the place
to access knowledge
@themaria
@yammer
http://www.flickr.com/photos/29884944@N00/109201435/