WK 06. COMMUNITY MANAGEMENT + MIDTERM

transcript

WK 06. COMMUNITY MANAGEMENT

EMERGING + SOCIAL MEDIA, #ADPR4300

MARQUETTE UNIVERSITY

#PRSMS

Community Management

Break For 🍕🍕🍕

Meet the Midterm

Midterm + Social Listening Workshop

TODAY’S AGENDA

OCTOBER 7, 2015

2Emerging + Social Media: ENGAGING COMMUNITIES

#ADPR4300 LEADERBOARD

WHO IS #WINNING ON TWITTER

COMMUNITY MANAGEMENT

THE ROLE OF THE FIRST RESPONDERS

Community ManagementMONITORING, LISTENING, INTELLIGENCE

1. Monitor social channels for trends, insights.

2. Respond to consumer comments.

3. Amplify current positive activity, tone.

4. Lead changes in sentiment or behavior.

Consider

Brand Monitoring

Crisis Management Referrals and Recommendations

Brand Content Awareness

Evaluate Product / Programs

Buy Targeted Deals, Offers

Experience

Customer Service

Fostering Communities

Customer InputAdvocate

Brand Advocacy

Community ManagementMONITORING, LISTENING, INTELLIGENCE

1. Monitor social channels for trends, insights.

2. Respond to consumer comments.

3. Amplify current positive activity, tone.

4. Lead changes in sentiment or behavior.

Consider

Brand Monitoring

Crisis Management Referrals and Recommendations

Brand Content Awareness

Evaluate Product / Programs

Buy Targeted Deals, Offers

Experience

Customer Service

Fostering Communities

Customer InputAdvocate

Brand Advocacy

Community ManagementFIRST RESPONDERS

Community ManagementWHAT IT’S LIKE TO BE A CANARY

Community ManagementCOMMUNITY MANAGER ROLES

COMMUNITY MANAGEMENTFROM BIG DATA TO SMART DATA

Community ManagementROLES & RESPONSIBILITIES

Build Relationships Build and nurture relationships with community through engagement strategies.

Be an Advocate Serve as an internal advocate to customers.

Customer Service Expedite customer service requests and follow up to close the loop.

Own Voice Maintain your brand’s voice while being personable and accessible.

Moderate Conversations Enforce guidelines and governance of communities in public and private platforms.

Deliver Insights Share insights about customer trends and report on community successes.

Community ManagementTHE PERFECT CANDIDATE

THE PERFECT COMMUNITY MANAGER

Skills

• Communication

• Relationship building

• Conflict resolution

• Project management

• Technical

• Understanding of

human behavior +

motivations

• Alignment with brand

voice + culture

Attributes

• Entusiasm

• Attention to detail

• Self-awareness

• Adaptability

• Good judgement

• People person

• Resourcefulness

• Eager to learn

• Ability to think quickly

and solve problems

COMMUNITY MANAGEMENTMCDONALDS: WE HEAR YOU

COMMUNITY MANAGEMENTWHY GOOD JUDGEMENT IS IMPORTANT

COMMUNITY MANAGEMENTWHY ATTENTION TO DETAIL IS IMPORTANT

COMMUNITY MANAGEMENTWHY ADAPTABILITY AND OWNERSHIP IS IMPORTANT

COMMUNITY MANAGEMENTPROJECT MANAGEMENT: BASECAMP

COMMUNITY MANAGEMENTCOMMUNITY MANAGEMENT PLATFORMS

Tweet Deck

Sprout Social

COMMUNITY MANAGEMENTCOMMUNITY MANAGEMENT PLATFORMS

Percolate

Hootsuite

COMMUNITY MANAGEMENTFAQ DOCUMENT

COMMUNITY MANAGEMENTRESPONSE PROCESS

APPROPRIATE INACCURATENEGATIVE

(LOW RISK)

NEGATIVE(HIGH RISK)

PROMOTIONAL

DEFINITION

Post is positive,

negative, or neutral

and may include a

legitimate question or

comment pertaining

to the brand

Post contains

inaccurate information

about the brand

Post contains negative

or inflammatory

statements regarding

the brand

Post contains negative

comments about

community members

or blatantly attacks

the brand

Post is lengthy,

promotes an unrelated

topic, links to an

inappropriate page,

does not benefit fans,

or appears to be spam

INITIAL ACTION

Let post stand as is,

provide additional

information, express

appreciation, or

address concern per

client approval

Thank user for

comment. Clarify

incorrect information

with a positive tone

per client approval (if

necessary)

Respond to comment

with clarification or

acknowledgement per

client approval (if

needed)

Document and delete

comment

Any comment that fits

the above criteria will

be mark as spam (if

qualifies) and deleted

from the page without

notice or response.

FINAL ACTION

Continue to engage

and follow user;

document product

feedback

Continue to engage

and follow user

If repeat comments

occur, contact user via

private message and

direct them to client

for more information.

7S will continue to

monitor user.

Consult client to

assess risk and further

action. Cease

engagement with user

and block from page.

COMMUNITY MANAGEMENTESCALATION PROCESS

COMMUNITY MANAGEMENTTRUTH: COMMUNITY MANAGEMENT IS ALMOST AS SCARY AS JUMPING OUT OF A PLANE.

BREAK FOR 🍕🍕🍕🍕

TWEET ABOUT IT. MENTION @ZAPPOS & #ADPR4300

MEET THE MIDTERM

DUE: OCTOBER 24 @ MIDNIGHT

MEET THE MIDTERMTHE ASSIGNMENT

YOUR CHALLENGE:

CREATE AN INFOGRAPHIC

THIS CHALLENGE IS DESIGNED TO HELP YOU BE:

RESOURCEFUL THRIFTY CURIOUS ENTREPRENEUREAL DATA-DRIVEN STORY TELLERS

MEET THE MIDTERMINSTRUCTIONS

In a team of 3 students, you will create an

infographic that is intended to inform people

about a particular subject or set of information,

and potentially to take an action.

As a team you will need to evaluate what parts

of the data, topic, or idea are the most

important to share or demonstrate to your

audience.

You will then need to decide on how to best

represent that information.

MEET THE MIDTERMYOUR GOAL

YOUR GOAL:

Inform your viewer, so they can

quickly learn from and absorb the

information that you are trying to

convey through the infographic.

MEET THE MIDTERMHOW TO MAKE A GREAT INFOGRAPHIC

An infographic is a graphical representation of information, data or knowledge

and intended to present that complex information in a quick, concise and clear

manner.

In designing your infographic, think about the following aspects:

1.Flow

2.Data

3.Sources

4.Words

MEET THE MIDTERMTHE FLOW

What you are creating goes beyond

a chart, there should be thought

behind the way your data is

presented so that it tells a story to

those that view it.

Background

Arguments

Conclusion

MEET THE MIDTERMTHE DATA

Your data should be accurate and

verifiable, and you should provide a

quality analysis of the information.

It also means that you shouldn’t

draw conclusions that are not

supported by the data.

MEET THE MIDTERMTHE SOURCES

Always include proper sourcing and attribution as this will

acknowledge the original author or source as well as

reinforce the legitimacy of your own work.

Cite your sources as an included list at the bottom of your

infographic. The presentation is up to you, but consider the

medium you are creating in.

MEET THE MIDTERMTHE WORDS

Infographics are more than a

chart or pretty picture. They are a

mix of writing and graphic

design. You are telling a visual

story with supporting elements

like well placed text.

MEET THE MIDTERMYOUR TOPICS

It is recommend that you chose a topic that is related to social media or

digital channels.

You do have the option of adapting the assignment to a specific client or

organization if you would like.

Topic selection is due Sunday, October 11 at noon.

Topics should be sent via email to Dennis & Abi. Your email should include

your infographic topic and a brief description of your objective.

MEET THE MIDTERMTOPIC IDEAS

• Why Zappos culture breeds success

• The evolution of shoes

• The ripple effect of customer service that wows

• The Christmas gifts on everyone’s list

• Color forecast for Spring 2016

• How free shipping impacts a customer’s decision making process

• Holiday shopping habits

• Black Friday vs. Cyber Monday

• Timeline of Zappos launching on different social channels

MEET THE MIDTERMTOOLS & RESOURCES

Whether your infographic is about shoes or Zappos social media efforts, all

infographics must be based on verifiable data and grounded in research.

There are a variety of data sets freely available online, We suggest looking at

the following sites for potential sources:

• http://www.pewinternet.org/

• http://research.google.com/

• https://www.census.gov/

• http://enigma.io/

MEET THE MIDTERMCREATIVE DESIGN

There are a variety of platforms that are free and easy to use that will allow

you to complete the assignment. We recommend you start with http://

piktochart.com.

If you would prefer you can also use a program like Adobe Photoshop,

Illustrator or InDesign to create your info graphic. Additional platforms to

consider:

• http://infogr.am/

• http://canva.com

• http://visual.ly/

• http://www.easel.ly/

• https://infoactive.co/

• https://venngage.com/

MEET THE MIDTERMCREATIVE DESIGN

The popularity of data visualization has lead to the arrival of a number of

other data visualization tools, some proprietary and some open source, that

you can explore.

Here’s a sampling.

• Tableau Public can turn data into visualizations with a simple drag and drop. You can customize labels,

tool tips, interactive filters and legend displays. There’s no programming language to learn, no Flash, no

plug-ins, and no API. Instead, you create interactive data visualizations in minutes and embed on your

website or blog.

• Many Eyes is a tool that lets you use your own data for data visualization. Simply upload your own data

and get well-designed visualizations. Google Public Data lets you turn public data into a simple

visualization. And with the Stat Silk tool you can access world data and customize the way the data is

presented visually.

MEET THE MIDTERMRECOMMENDED ELEMENTS

• 1-2 pages in length.

• Titles and subtitles for the sections of your

content.

• Consistent design, use of fonts and colors.

• Appropriate font size and style for reading

online.

• Background color.

• Bright and visually appealing colors.

• Graphics or images

• Charts, graphs or tables.

• Arrows, lines or boxes.

MEET THE MIDTERMYOUR TOPICS

• Do not plagiarize previously created infographics.

• It is incredibly important to cite your sources and avoid the use of

copyrighted materials.

• Specifically avoiding usage of graphics or images.

MEET THE MIDTERMINSPIRATION

If you are in need of inspiration I would start

with the list below or a search on Pinterest or

industry related sites like Mashable.

• http://blog.hubspot.com/marketing/best-infographics-2014

• http://www.creativebloq.com/graphic-design-tips/information-graphics-1232836

• http://www.informationisbeautifulawards.com/

• http://www.good.is/infographics

• http://www.pinterest.com/dara1/infographics/

• http://dailyinfographic.com/

• http://www.dreamgrow.com/how-to-create-your-social-media-strategy-infographic/

• http://www.dreamgrow.com/the-roi-of-social-media-infographic/

• http://www.fastcodesign.com/3023118/infographic-of-the-day/the-21-best-infographics-

of-2013

• http://piktochart.com/top-10-best-infographics-of-2013/

• http://blog.visual.ly/20-great-infographics-of-2013/

MEET THE MIDTERMWHAT THE ASSIGNMENT INCLUDES

Team Assignment Individual Assignment

1 Infographic1 Blog Post / Student

Publish your infographic with a summary explaining your choice of topic and

the data set.

1 Short Summary Introduce your selected topic and what you learned from the project.

MEET THE MIDTERMSUBMITTING THE ASSIGNMENT

DUE: Midnight on Sunday, October 25, 2015 @ midnight

Submit via email to Dennis & Abi with the subject line “Fall 2015 Midterm

Assignment”

Must include the following key pieces of information:

• 1 final infographic as a JPG, PNG or PDF. (We’re open to other formats, but please confirm with us first.)

• 1 short summary of your selected topic and what you learned from the project.

• 3 links to individual student project summary blog posts.

MEET THE MIDTERMGRADING CRITERIA

The midterm assignment is worth a total of 60 points and will be graded based on

the following criteria:

• Content: 15 points Your infographic should cover your topic in-depth with appropriate details demonstrating your

knowledge and understanding of the subject without factual errors.

• Graphics: 15 points All graphics should be related to the topic, making it easier to absorb and understand.

• Aesthetics: 10 points The visual and written elements of your infographic are clear, concise and pleasing to the eye.

You should make excellent use of fonts, colors and other graphical effects to enhance the presentation.

• Mechanics: 5 points There should be no misspellings or grammatical errors in the assignment and includes citations

for all of your sources.

• Summary of Learnings : 5 points Include a short summary of what you learned from completing the assignment.

• Summary of Project - Blog Post: 10 points Submit as an individual student, not as a team. Publish your infographic

to your personal blog. Share a summary that explains your choice of topic and data set for the assignment.

MEET THE MIDTERMLOVE FROM ZAPPOS

A team at Zappos will review all the

infographics and select their favorite

which will be:

• Published on the Zappos Facebook

• Sponsored with a $3K advertising

budget

MEET THE MIDTERMMEET THE TEAMS

1 Emily Gorz Art Jones Kayley Edgin

2 Bridget Cirone Kyle Kania Elise Timmerman

3 Abby Cole Brady Wahl Lauren Tranchita

4 Paul Dilorenzo Caroline Heckler Janise Tucker

5 Emmet Rogers Claire McDonald Dena Vang

6 Sarah Gentil Christian Naber Colleen Lee

7 Maddy Casciaro Chezney Peel Trey Wesley

8 Markesha Harris Mike Perotti Kelly Watts

9 Tim Leibforth Curti Robinson Stephanie Zimmer

MEET THE MIDTERMIMPORTANT DATES

Date What Details

WED, 10/6Midterm Announced

In-Class Topic Brainstorm

SAT, 10/10 Midterm Coffee Workshop @ 1 p.m. Stone Creek - 422 N. 5th St.

SUN, 10/11 Topics Due @ Noon Email to Dennis & Abi

WED, 10/14

In-Class Midterm Workshop

Skype Session w/ Josh from Zappos

Progress Check-In

SAT, 10/17 Midterm Coffee Workshop @ 1 p.m. Stone Creek - 422 N. 5th St.

SUN, 10/17 Outline Due @ Noon Email to Dennis & Abi

WED, 10/21In-Class Midterm Workshop

Progress Check-In

SUN, 10/25Final Infographic Due Email to Dennis & Abi

Infographic Blog Posts Published

WED, 11/4 Feedback from Zappos Team

MEET THE MIDTERMIT CAN BE DONE

SOCIAL LISTENING WORKSHOP

BLOG DUE: SATURDAY, OCTOBER 10 @ MIDNIGHT

Class AssignmentSEPTEMBER 30, 2015 // DUE: SUNDAY, OCTOBER 11 @ NOON

ASSIGNMENT: Monitor a Brand and Develop a Report

• Monitoring: • Choose a brand to monitor. • Select and refine a list of keywords. Consider the brand, products, people, and and crisis. • Monitor the conversation (at least 7 days worth, up to 30 days).

• Leverage tools identified in today’s class to monitor conversations. • Recommend leveraging a free trial of mention.com.

• Your goal is to find 10-15 useful or insightful pieces of information that the brand would benefit

from. The pieces of information should be from people / consumers and not published by the

brand, or official media outlet. (i.e. It can’t be published by an employee, or an opinion piece from

a published author or journalist).

• Data Collection • Create an Excel or Word document that tracks the source (person and channel), date, time,

credibility, and / or comments for each of your 10-15 pieces of information.

• Report • Created a formatted report as a Word document or PDF that, in an attractive way, presents your

findings and recommendations. • The report should include your methodology, results and conclusion.

ASSIGNMENT: Monitor a Brand and Develop a Report

• Methodology: • The methodology section describes how you conducted your research, what social media sites

and tools did you use, the timeframe you monitored, and the criteria you used to determine the

credibility of the source.

• Results: • The results of your monitoring will be the core of your report. This section should summarize the

data you collected, show any meaningful metrics, and clearly organize your findings.

• Conclusion: • The conclusion should provide a summary and interpretation of the results, providing any

meaningful insight or action the brand should / could take.

ASSIGNMENT: Blog Post

• Summarize Your Learnings: • To complete your assignment, create a blog post that reflects on the assignment and what you

have learned about Social Media Monitoring / Listening/ Intelligence. • You may, and we encourage you to, include your report in the blog post. That may manifest itself

as screen shots, a link to a PDF, or embedding your report from a site like Slideshare.

BLOGGING BASICS

• Blogging Basics: • Include 2 pieces of media in your blog post. • Share your blog post in a comment on the weekly thread in the Facebook group. • Share your blog post on Twitter with #ADPR4300. • When you share your blog post, include a call-to-action / reason to click. • Comment at least 2x on other students blog posts. • Approve and respond to comments on your blog post.