This is the updated version (2011) of our wildly popular "10 Commandments of Community Management" webinar from 2008. More content, more examples, more fun.
The Community Manager function has never been more valued than it is today. That being said, there is still confusion around processes, management, and measurement of Social Media and Online Communities.
This presentation is meant to provide a road map for creating value from your Community efforts. Value for both company and customers.
3. Meaningful Communities
have three things in
common:
-shared interest
-shared ownership
-shared value.
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4. 1
COMMANDMENT ONE
Know your
special purpose
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5. What does it meeeannn??
We mean that you have a core set of values or even just
one core value or mission that your whole company is
bought in on and that you embody so fully it emanates
out to your customers. It's the thing that makes you not
just another widget creator or bag seller or software
company or service provider. It's your reason for
existence beyond just making money.
It's from companies like this that communities emerge
or are at least more easily created.
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6. Embody
If knowing is half the battle, If knowing is half the battle, then the
other half is embodying your special purpose.
It starts at the very top, the CEO embodies the companies special
purpose and every employee is empowered to do their jobs in a
way that supports this.
Now you know
and knowing is
half the battle...
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11. Define your social
norms in writing
Define your social norms in writing - or
just edit ours >>>
http://getsatisfaction.com/
community_guidelines
This is where you are explicit about your
social contract. On Get Satisfaction we
have provided an explicit social contract
for you. However, you are welcome to add
to it for your own customer community
so that it meets your specific
community's needs.
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14. 3
COMMANDMENT THREE
Set clear
expectations
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15. Define your relationship
with your community.
What’s the purpose of the community? What should customers expect? For some
companies, Community is a core support channel; for others, it may be peripheral.
Whatever the case, be sure you set your expectations clearly for both your customers and
your internal team.
Mogo explicitly states
that they want to hear
from their customers.
In fact, their tagline is
“Ask Us Anything!”
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16. “Need help
trouble
shooting....”
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21. Levels of Community
Value It’s really hard to
start here
Brand Equity / Loyalty:
Advocate identification
Broad Participation:
Co-Creation More than just Ideation
Service and Support /
Consumer Relations
Resolution
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22. 4
COMMANDMENT FOUR
Cast a wide
net
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23. Weave Community
Throughout the
User Experience
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24. Bonnaroo puts Community
(“Ask Gary Chardonnay”) on their
homepage, on a dedicated community
page, and inside their Facebook fan page.
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25. Procter & Gamble’s eStore
provides a Community Widget
on every page of the site.
Not just the home page.
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27. Avoid the echo chamber
by fostering diversity
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28. 5
COMMANDMENT FIVE
Create
productive
outcomes
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29. People need
closure.
They don’t like loose ends. They need
resolution. Make sure your community is
structured in a way that doesn’t leave
customers “hanging.”
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30. These all “resolve”
- Questions get Answered
- Ideas get accepted / rejected
- Problems get solved
- Praise gets Acknowledged
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31. Tide does a great job of acknowledging a
customer idea; then other customers pitch in to
help create an alternative solution.
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32. Sorry
shouldn’t be
the hardest
word
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38. People hate JarGon.
http://getsatisfaction.com/
jargon
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39. 7
COMMANDMENT SEVEN
Be a bridge
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40. Community Managers are on
the front lines of the Company/
Customer relationship.
Your job is to be the bridge between both parties to ensure that
each is receiving value. Don’t forget, for a Community to be
effective, there must be shared value.
To each side, you represent the other. This represents challenges
and opportunities. It's often a contradiction and you must learn to
embrace the contradiction.
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41. Ombudsman
(noun) An appointed official whose duty is
to investigate complaints, generally on
behalf of individuals such as consumers
or taxpayers, against institutions such as
companies and government departments.
We liken your role to that of an
Ombudsman, except that you’re
representing both sides simultaneously.
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46. 8
COMMANDMENT EIGHT
Don’t feed the
animals
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47. What’s a Troll, you ask?
"An Internet troll, or simply troll in Internet slang, is
someone who posts controversial, inflammatory,
irrelevant or off-topic messages in an online
community, such as an online discussion forum or
chat room, with the primary intent of provoking other
users into an emotional response[1] or to generally
disrupt normal on-topic discussion." (wikipedia)
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48. Almost every successful
community will attract trolls.
Like Gremlins, it’s how you
handle them that matters.
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49. Respond slowly
when “that guy”
is being an ass
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66. Developing customer champions is not
about hiring an army of free labor to do
your work for you.
It’s about empowering your most passionate
customers, and recognizing their contribution.
Best of all, it works.
Read - http://blog.getsatisfaction.com/2011/02/02/
torching-a-straw-man/
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67. About Us
Get Satisfaction powers the world’s
best brands to solve problems, give a
voice to champions, bring out the
best ideas and drive better business.
Learn more>>>
Follow Us:
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