www.emoderation.com

CMNL Masterclass

Blaise Grimes-Viort – VP of Community

www.emoderation.com

Who I am   10+ years experience

  Building and managing large teams of moderators, community managers and volunteer community leaders

  Starting and raising community traffic and engagement

  Launching successful social media presences and campaigns

About my Community Management journey

www.emoderation.com

My journey into Community Management #

www.emoderation.com

My path

About my Community Management journey

www.emoderation.com

Brands

About my Community Management journey

www.emoderation.com

Personality Traits

About my Community Management journey

Passion

Patience

People

Communicator

Self-motivation

Technical

Purpose

Facilitator Editorial

www.emoderation.com

Operational aspects of Community Management within the organisation #

www.emoderation.com

Positioning

Operational aspects of Community Management

Editorial

Marketing PR

Customer Service

Technical Sales

Community Team

www.emoderation.com

Organisational Structure - Department

Operational aspects of Community Management

VP of Community

Lead Community

Manager

Senior Community

Manager US

Senior Community

Manager UK

Lead Community

Manager

Lead Community

Manager

Lead Community

Manager

Multilingual Community Managers

www.emoderation.com

Organisational Structure - Project

Operational aspects of Community Management

www.emoderation.com

The roles in play within effective Community Management #

www.emoderation.com

Community Management roles

The Moderator

www.emoderation.com

Community Management roles

The Community Manager

www.emoderation.com

Community Management roles

The Community Strategist

www.emoderation.com

Creating workflows for effective Community Management #

www.emoderation.com

Moderator process

Workflows

www.emoderation.com

Moderation escalation

Workflows

www.emoderation.com

Problem resolution

Workflows

www.emoderation.com

Multilingual

Workflows

www.emoderation.com

Workflows

Community Engagement Scenarios

www.emoderation.com

Addressing Community Management team resourcing #

www.emoderation.com

How many people?

Resourcing

www.emoderation.com

Identify main activities

Resourcing

Social Listening

Editorial Calendar

Community Management

Analysis Strategy

Influencer Outreach

Moderation

www.emoderation.com

Identify individual tasks

Resourcing

Channel Task Volume Frequency

Blog Blog post 1 Weekly

Twitter Status update 3 Daily

Facebook Status update 1 Daily

Pinterest Pin 4 Daily

Forum Top post newsletter 1 Weekly

Forum Seeding threads 2 Daily

www.emoderation.com

Example equation

Resourcing

www.emoderation.com

Example Input

Resourcing

www.emoderation.com

Example Output

Resourcing

www.emoderation.com

End of Part 1 - Questions #

www.emoderation.com

Starting with Social Listening / Monitoring #

www.emoderation.com

Answers to…

Social Listening

www.emoderation.com

Triage

Social Listening

www.emoderation.com

Purpose

Social Listening

Brand  Monitoring  (volume  of  men3ons,  sen3ment,  influence  of  people  talking  about  you  

Influencer  Research  (influence  score,  fans/followers  -­‐  reach)  

Reviewing  consumer  brand  engagement  (men3ons,  responses,  reshares,  inbound  links,  traffic  from  social  

Customer  Service  (sen3ment,  cases  raised,  resolu3ons,  responses)  

Broader  Market  Research  (share  of  voice,  men3ons,  sen3ment,  influence)  

www.emoderation.com

Keeping your community safe through Moderation #

www.emoderation.com

Why moderate?

Moderation

Safety: protects the safety of people using the site, particularly, but not exclusively, children

Engagement & loyalty: provides opportunities for members to create, explore and use a service in a pleasant environment free of conflict

Brand Integrity

Educates members about appropriate and safe online behavior

Encourages interaction

Complies with the law, industry compliance and online best practice

www.emoderation.com

Illegal content

Moderation

www.emoderation.com

Free Speech

Moderation

www.emoderation.com

Impersonation and sock-puppetry

Moderation

www.emoderation.com

Escalations

Moderation

Child Abuse

Suicide

Bomb threats

Terrorist threat

Threat of murder or harm

to individual

Threat to entity or building

Promoting self-harm or pro-anorexia

www.emoderation.com

Escalations - timeframes

Moderation

www.emoderation.com

Golden rules

Moderation

-  Don’t make any direct contact with members

-  Don’t follow links that are obviously illegal

- Hide rather than delete content as it may be used as evidence

- Don’t download illegal content (e.g. child abuse images) onto your computer, even if this is to save it as evidence for the police

- Treat threats as real unless you are absolutely sure it’s a hoax

www.emoderation.com

Effortless rules of Engagement #

www.emoderation.com

House Rules

Engagement

www.emoderation.com

Setting expectations

Engagement

Have  modera3on  staff  available  24/7  in  shiKs  where  possible  if  the  community  is  ac3ve  around  the  clock    

Try  not  to  post  in  the  forum  on  off  hours  

Implement  automa3on  where  possible  

Encourage  forum  members  to  help  others.  

www.emoderation.com

Human behaviour

Engagement

altruism  

enjoyment  

status  seeking  

reputa3on  seeking  

www.emoderation.com

Engagement

Main challenge faced in building a community?

People don’t behave the way you expect or want them to.

www.emoderation.com

Challenge of perspective

Engagement

This  is  what  I  think,  and  I  know  I’m  right  

I  think  different,  and  I  know  I’m  right…  Which  makes  you  an  idiot  

www.emoderation.com

Dealing with conflict

Engagement

www.emoderation.com

Scoring engagement

Engagement

Source:  SocialBakers  

www.emoderation.com

Mastering the Editorial process #

www.emoderation.com

Things to consider

Engagement

Allow  for  delega3on  of  tasks  and  oversight  for  all  to  see  what  is  upcoming  and  needs  working  on  

Work  up  a  plan  of  ac3on  around  cultural  and  news    events  

Plan  weekly  or  monthly  themes  in  addi3on  to  the  ad-­‐hoc  news  reac3ons  to  encourage  followers  to  keep  checking  back  

www.emoderation.com

Social Media Crisis

What feeds it?

Marke3ng  campaigns  

Site  editorial  planning  

Business  direc3on  

Sales  targets  

Product  development  

Community  Editorial  Calendar  

www.emoderation.com

Social Media Crisis

Example template

www.emoderation.com

Social Media Crisis

Effective content

Secret  Wonder  

Destruc3on  

Connec3on  Awww  

Spectacular  

Surprise  

Sexy  Self-­‐consciousness  

www.emoderation.com

Dealing with a Social Media Crisis like a PR pro #

www.emoderation.com

Social Media Crisis

Examples

www.emoderation.com

Social Media Crisis

Action Plan Iden3fy  the  crisis:  if  it  is  one  

Check  facts  before  responding  

Assemble  the  team  and  ensure  contact  details  are  always  updated  

Agree  response  and  tone    

Ensure  you  are  consistent  across  all  channels  (email,  website,  TwiXer,  Facebook):  everything  will  be  shared    by  customers  across  all  channels  

During  a  crisis  every  move  will  be  scru3nised  so  make  sure  every  detail  is  double-­‐checked  

Consider  talking  to  your  search  agency  to  take  posi3ve  ac3on  to  neutralise  coverage  on  search  engines  

Don’t  create  your  own  crisis:  don’t  address  an  issue  in  a  community  where  no-­‐one  knew  there  was  an  issue  to  start  with  

Authorise  your  community  manager  to  act  on  your  behalf    

www.emoderation.com

Social Media Crisis

Rehearse!

www.emoderation.com

Social Media Crisis

Social Media Crisis Simulator

Video demo

www.emoderation.com

Final thoughts #

www.emoderation.com

www.emoderation.com

eModeration Ltd The Media Village 131-151 Great Titchfield St London W1W 5BB UK

© eModeration Limited 2013. This document is the intellectual property of eModeration Limited and may not be duplicated or disclosed to any third party without the written permission of an authorised officer of the company.

Contact us today Tel: +44 (0) 203 178 5050 Email: info@emoderation.com