Jon Bishop - #smib10 presentation
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This document discusses lessons learned from a community manager's first year on the job. It provides tips for using social media as a community management tool. While some fans loved the new layout of Gumtree, others did not. Community engagement online can be increased by also interacting offline. Building an engaged community through good content on platforms like Facebook and forums can drive traffic to the brand. However, community management requires resources and is not a role for juniors.
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Jon Bishop - #smib10 presentation
- 1. Community management. From the trenches Pic:zoey_pep
- 2. Heard about the new Gumtree?
- 3. And what did our adoring fans say? Pic:nakamurafan
- 4. Most love it “Great new Gumtree layout!” “Can i just say, the new Gumtree is hot! :)))))))) Well done... you have an extra fan.”.
- 5. Some, not so much “Why the f*$% so much white? I have a 22” monitor?” “I’m pretty shocked by how terrible it is”. “crap”
- 6. Don’t be scared! Pic: Piddy77
- 7. So what else have I learnt in my first year at Gumtree? Pic:merfam
- 8. The Role: The job: Community manager The tools: social media
- 9. Where does social media belong? Marketing Online marketing Brand & comms PPC SEO Partnerships Social Media PR, brand, advertising etc Customer service IT / Tech PR
- 10. You’re either PR or you’re social media Spam is least tolerated in PR spaces
- 11. Not for juniors!
- 12. Online communities organise themselves around a common interest - your brand
- 13. Take it offline to increase engagement online Pic:Renette Stowe
- 14. Its not cheap! Pic: Joe Marinaro
- 15. This is business, reach is important Bottom up Visits Top down return visit Members
- 16. And to do this you need good content Gumtastic Gumtree Facebook page 7500 Gumtree fans newsfeed Viewed by an average of 150 friends / fan 16
- 17. Or bribery
- 18. An engaged community will bring you traffic Twitter Facebook 570 % 1082 % Blogs Forums 87 % 63 % 18
- 19. Facebook = the future Pic:ltwp
- 20. Quite simply, everyone is on it. Pic: tallkev
- 21. People value their social graph reputation Pic: milenamihaylova
- 22. Pic: TANAKA Juuyoh Facebook is spreading everywhere
- 23. A Facebook fan is like an email subscription Have brand spend in your search marketing budget
- 24. But don’t forget about forums! 140k members 3.2m posts Great for FAQ Community ranking Deep engagement SEO
- 25. Thank you Jon Bishop @jonin60seconds jonmichaelbishop@gmail.com Jonin60seconds.com
Hinweis der Redaktion
- 1000’s of hours of dev timeTripled employeesOne of the most advanced uk search locationsNew search engineUI designers from brightonTop thinkers from the States
- Don’t be scared of negative comments.In fact, if you have engaged users, negative comments get turned into even more powerful messaging for youEngaged members will pick negative statements apartAnd a skilled community manager will turn the comment positive without offending the user
- Don’t be scared of negative comments.In fact, if you have engaged users, negative comments get turned into even more powerful messaging for youEngaged members will pick negative statements apartAnd a skilled community manager will turn the comment positive without offending the user
- Might sound picky but I think this term carries more weight and respectAnytime you outreach with social media tools, you are engaging with your community, so you better know a thing or two about community management
- PR = slick copy, dealing with Journos, broadcast press releasesSM = conversation, dealing with bloggers, one on one relationshipsThe SM universe is more adverse to spam than anyone elseWork on the same projects/clients but goals/KPIs/reporting lines should be completely separate.
- Online communities are not defined by geography, they are defined by interest, worth a thoughtThe community is just there, whether you provide the platform or notI watched as Winkworth got torn to shreds on Twitter without a response
- People live offline, this is where they feel the deepest engagementThis is where you find and develop your top fans
- Sure Facebook is free but running the campaigns is an expensive affair
- Good community management uses a mixture of engagement activity reach activity to engage new members into the community
- People share good content, it’s the core action of engagement and reach in social media
- Give away and iPad, the buzz is ridiculous right now
- The first 6 months of a community manager at Gumtree provided these results
- ½ billion soon
- Proof via closing of datingpeople are generally more positive on Facebook
- Plus everyone is already on it. These plugins won’t work without a high % penetration which they have
- Cost is for an acquisition, not a clickAnd is also therefore more valuable than a clickIts worth splitting your paid search data into reach and brand.