Building Engaged Communities Albert Qian Product / Digital Marketer | Founder, Albert’s List October 5, 2016

Today’s Agenda About Me What is Community Management? How to Build Social Communities Case Study: Albert’s List Case Study: Borrowing from High Tech Q&A

About Me Technology and marketing professional focused on Cloud / DevOps space – past experience at Cisco, HP, and Ingram Micro Built social communities at Ingram Micro and Cisco – the latter with 150,000+ members and governed 10+ community managers Founder, Albert’s List – social community with 19,000 members

What is Community Management?

Community Management: The High Level Community management is the act of creating and maintaining online or offline spaces to facilitate engagement, interaction, and activity among groups of individuals. The prevalence of social media over the past decade has created a need for CMs to help organizations communicate and facilitate top-of- mind relationships for the public or a specific group of people. Community management is both offensive and defensive – managers need to be able to anticipate community needs while maintaining the community from trolls and arguments. The What | The How | Case Study #1 | Case Study #2

Community Management: What It Is Community management IS the creation and facilitation of relationships around a topic. Community management IS an extension of a brand or experience, not a unique standalone activity. Community management IS about the customer, not the organization. The What | The How | Case Study #1 | Case Study #2

Community Management: What It Isn’t Community management is NOT selling, but rather the nurturing of people Community management is NOT a short-term play, but rather the long game The What | The How | Case Study #1 | Case Study #2

How to Build Social Communities

Building Social Community: The Journey Like Rome, your community won’t be built in a day. There will be ups and downs. Community management is an art and a science – see what works and move from there. Community as a product The What | The How | Case Study #1 | Case Study #2

Task #1: Leadership Buy-In Leadership buy-in: The why and the what Stakeholders: Who manages what? Connecting the experience throughout The What | The How | Case Study #1 | Case Study #2

Task #2: Community Selection Community Type Group Functionality Community Features The What | The How | Case Study #1 | Case Study #2

Task #3: Moderation / Management Tending to the garden Defining community promotion Monitoring user engagement The What | The How | Case Study #1 | Case Study #2

Task #4: Content Content calendar Managing and creating campaigns Event management Get creative and bold The What | The How | Case Study #1 | Case Study #2

Task #5: Metrics New member count Serving the customer / discovering interests Inbound metrics and the connected experience The What | The How | Case Study #1 | Case Study #2

Task #6: Launch and Retirement Communications Collateral Post-Launch Keeping the Community Fresh Retirement The What | The How | Case Study #1 | Case Study #2

Content Engagement Opportunity The What | The How | Case Study #1 | Case Study #2

Buy-In Metrics Launch or Retirement Community Selection Community Moderation Launch or Retirement Content Strategy Metrics The What | The How | Case Study #1 | Case Study #2

Case Study: Albert’s List

Albert’s List Overview Founded March 2013 Facebook Community / Website / Email List 19,200+ Members in the San Francisco Bay Area Members hired at eBay, Google, and more The What | The How | Case Study #1 | Case Study #2

Study #1: Moderation Recruiter Meltdowns Promotional Posts Creating Community Culture The What | The How | Case Study #1 | Case Study #2

Study #2: Driving Connection Accelerating connection Driving value and meaning Get to know your audience and what they need from you The What | The How | Case Study #1 | Case Study #2

Case Study: Borrowing from High Tech

Study #1: Building Standards Driving best practices around community creation Community-as-a-Program Community-driven leadership The What | The How | Case Study #1 | Case Study #2

Study #2: Driving Experience Build a connected experience around the community Drive metrics and overall ROI – whatever you decide this to be The What | The How | Case Study #1 | Case Study #2

Closing Thoughts

Community is a platform supporting a product Community is a platform supporting a product. Look beyond the simple Ps and Qs of social media Community should be part of the ecosystem of the customer experience Leadership buy-in should lead the implementation, not shiny things Community = commitment Communities are long term, not just for the year

Q&A