closing the community gap: csforum13
Post on 26-Jan-2015
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CLOSING THE COMMUNITY GAP
Misty Weaver CS Forum Helsinki #cgap #csforum13
@meaningmeasure
COMMUNITY MANAGEMENT
IDENTIFYLEVERAGE
EMPOWER
ONLINE Social Media Management
Content Lifecycle Management
EVENTSSeattle IA Meetup
Seattle Content Strategy MeetupInfoCamp
VALUE STATEMENTCommunity Management is a practice and tool that • Bridges Internal and External Audiences • Gathers Quantitative and Qualitative Data
About Users and Audiences • Supports Authority and Credibility of Content
#cgap #csforum13
USE IT WHEN• Grow a relationship-driven customer base,
nurture brand loyalty• Connect targeted audiences with your
relevant content• Change content from broadcasting to problem
solving – We/I to You• Differentiate from competitors
#cgap #csforum13
IDENTIFY
COMMUNITY
COMMUNITY MANAGEMENT
EXPERIENCE OPTIMIZER
MENTAL MODELSBig Boss
Upper Management
Middle Management
Floor Staff
Middle Management
Floor Staff
Middle Management
Floor Staff Floor Staff
Credit: Andrew Lipson
COMMUNITY MODELS
Public
Audience
Direct Contact
Organization
COMMUNITY HAPPENS
Public
Audience
Direct Contact
Organization
Community
A CONVERSATION
PASSION CURATION
#passioncuration#cgap #csforum13
COMMUNITY MANAGEMENT IS NOT
• Sales• Marketing• Customer Service• Social Media Management• SEO • User Experience• Events• Content Strategy
COMMUNITY MANAGEMENTCREATING TRIBES
FROM CLIQUES
BUILDS RELATIONSHIPS
MAKES CONNECTIONS
CREATES OPPORTUNITIES
Sales
Customer Service
Marketing
Social Media Management
SEO
User Experience
Event Planning
Content Strategy
Product Development
Service Design
SUPPORTS AND PROMOTES
Community Management
Organization
Direct Contact
Influencers
Audiences
Users
Search Engines
The “Press”
Public
SUPPORTS AND PROMOTES
Community Management
Organization
Direct Contact
Influencers
Audiences
Users
Search Engines
The “Press”
Public
Sales
Customer Service
Marketing
Social Media Management
SEO
User Experience
Event Planning
Content Strategy
Product Development
Service Design
Community Management
LISTENING
LET’S LEVERAGE: content strategy
CONTENT STRATEGYBusiness ObjectivesAudience Research
Content Awareness
WHERE THE VALUES ARE
YOUR AUDIENCEWho they are What they do
Where they areWhen they are thereWhat they talk about
Passion/Pain
MINDSHARE
AVAILABLE WHEN?
January February March April May June July August September October November December0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Attention Available
Available Sounders Football Sleep Work Series6
TRENDS AND INFLUENCERS
#dempseywatch
YOUR AUDIENCEIncludes your
competitors
CONTENT INVENTORY
EMPOWER
INTO THE SYSTEMInternal Resources
Systems and PlatformsWorkflow
Editorial CalendarProduction
Reaction
#cgap #csforum13
INTERNAL
ONLY YOUR AUDIENCE MATTERS
#cgap #csforum13
GET INTO THE WORKFLOW
Credit: libertyandvigilance 10459273@N05/
PRODUCTION AND DISTRIBUTION
Credit: xlordashxhttp://www.youtube.com/watch?v=1icuP1WhZpk
RRRR! KIITOS! THANKS! MERCI!
REACH ME@meaningmeasure
@content_insightLinkedIn - www.linkedin.com/in/mistymelissaweaver
http://www.meetup.com/Content-Strategy-Seattle/
http://www.meetup.com/SeattleUX/
Virtual Coffees arranged via Skype
Google+
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