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Corporate Community Management Vanina Delobelle, PhD www.vaninadelobelle.com May 2008

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How are communities working ?

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What is a community ? People sharing same interest ! Group of online interactive people sharing the same interest

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What composes a community ? <ul><li>Many points ! </li></ul><ul><li>Communication and sharing </li></ul><ul><li>Members are helping each other </li></ul><ul><li>Common place to meet </li></ul><ul><li>The community is attached to one tool. </li></ul><ul><li>Rites and usages </li></ul><ul><li>People will come regularly. They have a daily/weekly appointment with the tool. </li></ul><ul><li>Influencers </li></ul><ul><li>Influencers launch and members take over. </li></ul>

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Who are the actors ? <ul><li>3 types ! </li></ul><ul><li>Creators </li></ul><ul><li>They initiate the community and create the content. They represent 1% of the users. </li></ul><ul><li>Contributors </li></ul><ul><li>They are 10%. They are the active members who are going to boost the community and make it live. </li></ul><ul><li>Consumers </li></ul><ul><li>They do benefit from the contribution of the others. </li></ul>

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What are the rules of a community ? <ul><li>They have their own rules ! </li></ul><ul><li>Share </li></ul><ul><li>They will help each other and share in the community’s interest. </li></ul><ul><li>Communicate </li></ul><ul><li>They respond to each other. They communicate between the members. </li></ul><ul><li>Be sincere </li></ul><ul><li>Lies are not allowed. Once members figure out you are lying, they leave. </li></ul><ul><li>Be transparent </li></ul><ul><li>Do not hide issues, do not be shy, do talk openly. </li></ul><ul><li>Participate </li></ul><ul><li>Do not post and leave. You have to be there and participate to the conversations. </li></ul>

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How to manage communities for a corporation ?

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Why have a good community management ? <ul><li>Lots of benefits ! </li></ul><ul><li>Fidelity and stickiness will increase </li></ul><ul><li>Club effect </li></ul><ul><li>Efficiency to respond to a survey or for product testings </li></ul><ul><li>Collect and use testimonials more easily </li></ul><ul><li>More traffic </li></ul><ul><li>More brand recognition </li></ul><ul><li>Viral effect and people advertising for the brand </li></ul>

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What are communities looking for ? <ul><li>Content ! </li></ul><ul><li>People look for information </li></ul><ul><li>People look for content that suits their interest </li></ul><ul><li>People look for fresh and interesting content </li></ul><ul><li>People look for interactivity </li></ul>

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The working strategy <ul><li>Try ! </li></ul><ul><li>Be present on multiple social media </li></ul><ul><li>Share different information on the different tools </li></ul><ul><li>Provide fresh and interesting content </li></ul><ul><li>Be creative and innovate in the content you share </li></ul><ul><li>Mix text, articles, links, video, audio, pictures, presentations… </li></ul><ul><li>Each tool might represent one different community </li></ul><ul><li>Bring the community what she wants and not what you want </li></ul>

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The golden rules <ul><li>Do not forget them ! </li></ul><ul><li>Adopt a human tone </li></ul><ul><li>Mike is writting and not the corporation </li></ul><ul><li>Be transparent and react quickly </li></ul><ul><li>Do not post marketing speeches </li></ul><ul><li>Be present and committed to build trust </li></ul><ul><li>Be human and share feelings </li></ul><ul><li>Try to be specific and bring real interest to what is posted </li></ul>

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Blogs, forums, … how to use these tools successfully ?

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Forum <ul><li>Animate ! </li></ul><ul><li>Drive the community with some questions to start </li></ul><ul><li>Then leave the community drive the forums </li></ul><ul><li>Advertise about the forum in other tools as all tools need to be linked together </li></ul>

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Blog <ul><li>Create content ! </li></ul><ul><li>Post various articles about the industry </li></ul><ul><li>Interview experts in the industry and create videos </li></ul><ul><li>Create presentations that can be read and spread easily </li></ul><ul><li>Post content from others </li></ul><ul><li>Interview resellers, customers… </li></ul><ul><li>… and use your blog to talk about yourself ! </li></ul><ul><li>If you launch new products </li></ul><ul><li>If you hire </li></ul><ul><li>If you are present at some conference </li></ul><ul><li>If your CEO is on a newspaper article </li></ul><ul><li>… show your company from the inside </li></ul>

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Social Networks <ul><li>Create profiles ! </li></ul><ul><li>Use social networks to spread your brand </li></ul><ul><li>Create a page in Facebook </li></ul><ul><li>Create a page in MySpace </li></ul><ul><li>These profiles will be the entry point for new community members </li></ul><ul><li>Keep them updated to attract people </li></ul>

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Microblogging <ul><li>Differenciate ! </li></ul><ul><li>In Twitter share valuable information that is different from the one you are posting on your blog </li></ul><ul><li>Share various content from what you can read elsewhere </li></ul>

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Exemples of do and don’t do ?

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Forum <ul><li>Don’t do! </li></ul><ul><li>Your forums is not accessible </li></ul><ul><li>You do not share the link of the forum </li></ul><ul><li>You do not advertise about your forum </li></ul><ul><li>You consider your forum as one tool and never talk about it on your blog </li></ul><ul><li>Do ! </li></ul><ul><li>Talk in your blog about some interesting discussions happening in your forum </li></ul><ul><li>Post the question of the day in your Twitter </li></ul><ul><li>Come and participate to the discussions </li></ul>

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Forum

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Blog <ul><li>Don’t do! </li></ul><ul><li>Your blog is a corporate website </li></ul><ul><li>Your blog is too commercial </li></ul><ul><li>Your blog has no human identification. We do not know who runs the blog. </li></ul><ul><li>Your blog is too generalist </li></ul><ul><li>Your blog has not attractive design </li></ul><ul><li>You never respond to comment </li></ul><ul><li>Do ! </li></ul><ul><li>Comment on other blogs </li></ul><ul><li>Bring added-value to the content you are posting </li></ul><ul><li>Share information that is different from what is posted on your corporate website </li></ul><ul><li>Post regularly </li></ul>

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Blog

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Social Networks <ul><li>Don’t do! </li></ul><ul><li>Create a page and never come back </li></ul><ul><li>Never accept invitation </li></ul><ul><li>Do ! </li></ul><ul><li>Share and connect with people </li></ul><ul><li>Post content and drive people back to your blog or your forum </li></ul>

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Social Networks

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Microblogging <ul><li>Don’t do! </li></ul><ul><li>Follow hundreds of people and do not share </li></ul><ul><li>Post inconsistent content </li></ul><ul><li>Post only feeds from your blog (an RSS feeds would do the same) </li></ul><ul><li>Do ! </li></ul><ul><li>Share links to content that might not be only yours </li></ul><ul><li>Use this tool as an information repository for market competition analysis </li></ul><ul><li>Post regurlarly </li></ul>

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Microblogging

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For more conversations… www.vaninadelobelle.com