The Role of the Community Manager: Turning Content into Conversations

The Role of the Community Manager: Turning Content into Conversations

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  THE ROLE OFTHE COMMUNITY MANAGER: TURNING CONTENT INTO CONVERSATIONS Marisa Peacock Making Facebook Pay Dividends Westtown School May 11, 2011
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  WHAT IS ACOMMUNITY MANAGER?  Brand ambassador – you cheerlead, you sing the school song, you champion the school’s values, traditions and successes  Brand Monitor – you measure the pulse of the community, what are they saying, what are their needs, wants, likes, dislikes  Brand Communicator – you are a primary source of information about your school, activities, convey important and relevant information to the community
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  WHERE IS YOURCOMMUNITY?  Online  website  online portal  social media  email marketing  Mobile  website  social media  email & text message  Print  brochures  magazines  newsletters
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  WHERE IS YOURCOMMUNITY?  Online 1. Find where your primary  website target audience lives.  online portal 2. Use other p  social media ublishing channels to pro mote your  email marketing community spa ce.  Mobile  website  social media  email & text message  Print  brochures  magazines  newsletters
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  ASK WHY FIRST Why do you care about your community?  Why do you want to manage your community?  Why is community engagement necessary?  Why is Facebook the best tool?  Why are you sharing?  What are THEY sharing? 5
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  WHAT DOES YOURCOMMUNITY WANT?  a space to share information, stories, photos, video  a supportive place to connect with others  a venue to ask questions, share concerns  a place to learn about school issues, events, activities
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  WHAT DO YOUWANT FROM YOUR COMMUNITY?  a loyal following  an audience with whom to share information, events, activities  an audience from whom to solicit ideas, comments, testimonials  an audience to market to
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  PUSH & PULLCONTENT  Generate content you can use (again, and again)  Don’t let your community content become static – be dynamic!  Let your community content be the voice of your brand, school  Push good content out: news you can use!  Pull good content in: ask meaningful, useful questions
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  PROMOTE YOUR FACEBOOKPAGE  Make it easy for followers to find your page  Share teasers via Twitter, emails, website that entice users to “like” your Facebook page  Include Facebook in your signature, business cards, voicemail messages  Write about it – blog or magazine  Provide incentives for joining Facebook page
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  CULTIVATE FACEBOOK CONVERSATIONS Gooduse of engagement: quick, informative, helpful
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  CCULTIVATE FACEBOOK CONVERSATIONS Timing is everything! Don’t get behind!
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  CULTIVATE FACEBOOK CONVERSATIONS Invite others to share their stories – what is the value to the community?
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  FACEBOOK COMMUNITY MANAGERBASICS  Be consistent: if you post events, always post events there (don’t get lazy)  Always monitor (sign up for text alerts when people comment on your site)  Always reply (don’t ignore inquiries, questions, comments, suggestions)  Provide incentives – add value to the experience (what will they get here that they won’t get anywhere else?)
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  FACEBOOK ENGAGEMENT  Createa Facebook page for your alumni magazine – great way to solicit story ideas, questions, letters  Measure fans & engagement – lots of fans doesn’t make you engaging; set your own benchmarks  20% of your fans will engage 80% of the time – cultivate them, make them feel valued, welcomed  33% of Facebook posting is mobile opportunities to engage beyond typical work-day.
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  FACEBOOK INSPIRATION  ESPNwww.facebook.com/ESPN  Big Bird www.facebook.com/BigBird  Cleveland Indians www.facebook.com/Indians  American Idol www.facebook.com/AmericanIdol  April 27 Tornadoes www.facebook.com/April27Tornadoes Video  Portraits from a Storm
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  THANK YOU!  Questions, comments? Please contact me!  @marisacp51  [email protected]  www.marisapeacock.com  www.cmswire.com