Slides form my class at PariSoma, where I talked about strategies for effective community management -- strategies and tactics.

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/

5. strategy
vs. tactics
http://www.flickr.com/photos/61565201@N00/229158080/

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/

9. empower through education
@themaria
@yammer

10. everyone’s favorite station: WIIFM
@themaria
@yammer

11. tie to business objectives

12. build into processes

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/

16. encourage
serendipity
http://www.flickr.com/photos/thegaffneys/4296340696/

17. nascent
communities
http://www.flickr.com/photos/9215253@N08/586305185/

18. seed content
@themaria
@yammer
http://www.flickr.com/photos/43132185@N00/402573680/

19. your job:
get people to talk
h"p://www.flickr.com/photos/71865026@N00/3280003051/

20. promote sharing of success
@themaria
@yammer
http://www.flickr.com/photos/13657368@N00/1752089487/

21. architect
foundation
of STRENGTH @themaria
@yammer
http://www.flickr.com/photos/8427538@N02/2307224581/

22. the right tools
for the job
@themaria
@yammer
http://www.flickr.com/photos/8427538@N02/2307224581/

23. nurture early
advocates
@themaria
@yammer

24. clear policy
& best practices

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/

30. experience
chasm
http://www.flickr.com/photos/51378257@N00/2248361060/

31. be proactive,
not reactive

32. causes of
social media crises
source: altimeter group
15%
exposure of poor experience
12%
violation of ethical guidelines
8%
rogue employees

33. BRIDGE
the
GAP

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

35. 1. listen
2. understand
3. speak

36. have a response plan
in crisis and “in peace”

37. turn data into insights
predict patterns

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/

42. connected
empowered
employee

43. empower
employees
to
act
http://www.flickr.com/photos/76805197@N00/2494733608/

44. become
truly connected

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/

46. remember...
behavior change is hard

47. it is so
WORTH IT

48. get support
join peer communities
to be a community leader,
http://www.flickr.com/photos/72296542@N00/353467486/
be a member first

49. Thank you!
Contact:
@themaria
about.me/themaria