Care and Feeding of Your Association s Social Network. Ray van Hilst van Hilst Communications

Transcription

1 Care and Feeding of Your Association s Social Network Ray van Hilst van Hilst Communications

2 If you build it they will come

3 . Or will you play to an empty house?

4 Success is Not Guaranteed The failure rate for online communities has been a popular research topic over the past few years and it is estimated that over 60% of online communities fail to thrive. Vanessa DiMauro SocialMedia Today

5 Listen Launch Lead

6 "One way to be popular is to listen attentively to a lot of things you already know. - George Bernard Shaw

7 Benefits of Paying Attention Identify your best topics Is this something people will talk about? Find your best content creators Who are my subject matter experts?

8 Top Things to Listen For Compliments Complaints Expressed Needs Competitors Crowds Influencers Adapted from The Top 10 Reasons to Monitor Your Brand in Social Media by Radian6

9 Places to Listen Current Communities Listservs, Forums, Your Website Public Social Media LinkedIn Groups, Facebook Pages, Blogs, Twitter Monitoring Tools

10 Current Communities Listservs Forums Committees Your Website Analytics

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12 LinkedIn Groups

13 Monitoring Tools Free Tools Addictomatic - Google Alerts and Google Reader Twitter and Tweetdeck Paid Services Radian6 Flowtown Trackur

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16 Make a Plan Choose What to Monitor Identify Your Metrics Likes, Retweets, Links What makes someone an influencer Document and Measure Monitor over Time

17 What You ll Get Out of This Topics that your audiences care about A list of the online thought leaders who write and comment on these topics

18 Resources Beth Kanter What Tools are You Using Deirdre Reed Social Media Monitoring: Are You Listening to Me? 10 Steps for Successful Social Media Monitoring

19 If you wait until you are sure, you will never take off the training wheels. We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better. Jeff Bezos

20 Building a Launch Plan Who to Invite What to Introduce How to Invite

21 Engagement Pyramid Charlene Li Curators Producers Commentators Sharers Watchers

22 Who to Invite Beta-Testers (Producers and Commentators) Member involvement Kick the tires Creators feed initial content Early Adopters (Commentators and Sharers) Commentators Will round out your community General Members (Watchers)

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24 Introducing Your Community Rolling out Change Manage the change Ongoing enhancements Directory Groups Blogs Wikis Reward for Action Prizes for completed profiles Onsite recognition

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26 What to Communicate Benefits Better Networking More Immediate Content Next Generation Listservs Desired Actions Complete Profile Join a Group Contribute

27 Promote Online and Offline Online Your Website s and enewsletters Event Registration Websites Offline Magazine Postcard Conference materials In-Person Meetings and Conferences Networking Events

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31 Leading Your Community Leadership and learning are indispensable to each other. John F Kennedy Nobody wants to be part of a community built around shoddy content. SmartBrief on Social Media at Blogworld Expo

32 Building a Successful Community Know Your Audience Create a Content Plan Establish a Community Manager Measurement Process

33 Create a Content Plan Topics that your members are talking about Existing Content Repurpose and Republish Upcoming Content Annual Meeting Sessions Articles in your publications Other Ideas Surveys Expert Blogs Video Updates

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38 Staff Time Allocated to Private Networks 5.3% 1.9% 15.1% 11.2% 66.6% None 1/4 to 1/2 3/4 to 1 1 1/4 to 2 More than 2 2/3 of organizations allocate ¼ to ½ of a full time person to monitor their private social networks. ThePort NonProfit Social Network Benchmark Survey, April 2010

39 The Community Manager Community is #1 Priority Manage Content Engage Members Makes it Real Old/Young does not mamer Understand Social Media Good Project Management Skills Needs to have Proper Authority Understand the Larger Vision

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41 Metrics Identify what is important Active Members New Posts and Comments Downloads Active Groups Measure and Report

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44 Create a Process Find Good Topics Monitor Results Find Thought Leaders Plan and Publish

45 Listen Launch Lead

46 Q and A Ray van Hilst van Hilst Communications ray@vanhilst.net

47 Thank You!