Post on 05-Jul-2015
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It’s Not About You: Community Managementfor a Brand
Jessica Spiegel &
Jennifer Dombrowski
Jessica Spiegel Currently:
• Freelance writer
• Freelance social media/community
manager
• Plansify community manager
• Italophile, singer, Sazerac enthusiast
Former:
• TBEX community manager
• BootsnAll community manager & staff
writer
• American Cancer Society community
manager (pre-internet)@andiamo
jessicatravels.com
Jennifer
DombrowskiCurrently:
• Social media strategist and
communications manager for Grand
Canyon University
• Blogger and content creator
• Shoe-lover, Northern Lights chaser,
oenophile, hiker
Former:
• Customer experience manager
• Employee training manager
@jdomb
jdombstravels.com
What is a community manager?
storyteller
marketer
insights
forager
customer
liaisontherapisthost
What is the brand’s community goal?
marketing
content
customer
service
public
relationseducation
fun
Consumers today expect customer service
over social channels.
of consumers now
expect companies to
provide customer service
via social media.55%
15%increase in the churn
rate for existing
customers.
Failure to respond via social channels leads to
Synthetix 2012/Gartner 2013
“The community decides when it’s a
community. You don’t.”Mitch Joel, Digital
Marketer & Author
Community Strategy Development
Tools for Community Strategy
It’s Not About You
● Go with the plan (even when it’s not yours)
● Brand sets the social tone
It’s Not About You
● Grab company name on all platforms, &
then go where the audience is
● Be a social media diplomat
● Remember: You’re not the decision-maker
● Go with the plan (even when it’s not yours)
● Brand sets the social tone
It’s Not (Just) About You
● Do not share only brand content
● Do not share only brand content
● FTLOG, DO NOT SHARE ONLY BRAND
CONTENT
It’s Not (Just) About You
Community Teamwork
Benefits of Teamwork
• Diverse interest areas
• Focus on different social
platforms
• Tight-knit team will always
outperform individual
superstar
• Extended service hours &
real-time marketing
32% of people who had ever attempted to
contact a brand, product, or company through
social media for customer support expected a
reply within 30 minutes.
SproutSocial “The Social
Habit” Report 2012
Community Teamwork
Benefits of Teamwork
• Diverse interest areas
• Focus on different social
platforms
• Tight-knit team will always
outperform individual
superstar
• Round-the-clock attention &
real-time marketing
Challenges of Teamwork
• Maintaining one brand voice
• Cross-posting, multiple posts
• Thinking someone else is
taking care of it
• Wait, who answered that
question?
Tools for Community Teamwork
Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
● Make sure accounts are secure
Knowing When to Shut Up
(AKA Crisis Management)
● Pause schedules during world events
● Don’t make everything a marketing opportunity
● Don’t mix business with pleasure
● Make sure accounts are secure
● Don’t try to have the last word with trolls
● Understand hashtags before using them
“For the last time, brands of the internet, pay
attention to what you’re doing. Or just do us
all a favor and stop tweeting.”
Jared Keller, Mic.com
It’s Not About You...
...Except When it Is.
ευχαριστώ
Jessica Spiegel
@andiamo
@italyexplained
jessicatravels.com
italyexplained.com
Jennifer Dombrowski
@jdomb
jdombstravels.com