The Heavy Chef's Guide to Community Management

The Heavy Chef's Guide to Community Management

How to initiate and maintain profitable relationships online.

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Louis Janse van Rensburg

September 21, 2010
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Transcript

  1. THE HEAVY CHEF’S GUIDE TO COMMUNITY MANAGEMENT MANAGEMENT Social Media

    & PR Summit 21 September 2010
  2. This is not just another web 2.0 presentation... presentation...

  3. this is a presentation about building a community.

  4. ACCORDING TO McKINSEY RESEARCH… CUSTOMERS WITHIN A CUSTOMERS WITHIN A

    COMMUNITY ARE 9 TIMES MORE LIKELY TO PURCHASE THEIR PRODUCT THAN A COMPETITORS PRODUCT COMPETITORS PRODUCT
  5. WHO IS WORLD WIDE CREATIVE?

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  7. WE SUBSCRIBE TO THE ‘HEAVY CHEF’ PHILOSOPHY www.heavychef.com

  8. WHAT IS COMMUNITY MANAGEMENT?

  9. WHAT IS COMMUNITY MANAGEMENT? “Community management is initiating and maintaining

    profitable relationships profitable relationships online.”
  10. SO, IF COMMUNITY MANAGEMENT IS ABOUT RELATIONSHIPS…

  11. SO, IF COMMUNITY MANAGEMENT IS ABOUT RELATIONSHIPS… THEN SOCIAL MEDIA

    (TOOLS) IS PRETTY IMPORTANT.
  12. why community management?

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  14. Your business Your customer

  15. WE’RE IN THE WE’RE IN THE ‘ATTENTION ECONOMY’

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  23. a traditional digital marketing life cycle:

  24. Profitability Review, analysis & development Review, analysis & development Time

  25. Profitability Review, analysis & development Web marketing (ongoing) Review, analysis

    & development Time
  26. Traditional content management Profitability Review, analysis & development Web marketing

    (ongoing) Review, analysis & development Time
  27. Traditional content management Profitability Review, analysis & development Web marketing

    (ongoing) Threats Review, analysis & development Time
  28. a community-focused digital marketing life cycle:

  29. Profitability “FEELERS” >> Time (“Feelers” = online monitoring tools and

    team)
  30. Profitability Review, analysis & development “FEELERS” >> Review, analysis &

    development Time Directs (“Feelers” = online monitoring tools and team)
  31. Profitability Review, analysis & development Web marketing (ongoing) “FEELERS” >>

    Review, analysis & development Time Directs Supports (“Feelers” = online monitoring tools and team)
  32. Community management Profitability Review, analysis & development Web marketing (ongoing)

    “FEELERS” >> Review, analysis & development Time Directs Supports Optimises (“Feelers” = online monitoring tools and team)
  33. Community management Profitability Review, analysis & development Web marketing (ongoing)

    Threats “FEELERS” >> Review, analysis & development Time Directs Supports Optimises (“Feelers” = online monitoring tools and team) Identifies
  34. New opportunities Community management Profitability Review, analysis & development Web

    marketing (ongoing) “FEELERS” >> Review, analysis & development Time Directs Supports Optimises Validates (“Feelers” = online monitoring tools and team)
  35. SO, SO, HOW DO WE CREATE AND MANAGE PROFITABLE COMMUNITIES

    IN SUCH A CROWDED MARKETPLACE? CROWDED MARKETPLACE?
  36. there are 3 type of communities you can “create” online:

  37. 1. BUILD “You built it. You set the rules. You

    control it”
  38. Build

  39. Build

  40. Build

  41. 2. RENT “You attract community. You set some rules, but

    you do not control it. The network does”
  42. Rent

  43. Rent

  44. 3. JOIN “You are part of the community. You follow

    the rules. You have zero control.”
  45. Join

  46. Join

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  50. • 2500 members on Friday 11am • 5400 members Friday

    8pm • Friday 9pm Facebook shuts the page down for “violating” terms of use page down for “violating” terms of use • Page reinstated on Tuesday • 9000 members within 3 days • Current member-base: 17701 • Current member-base: 17701
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  53. we developed the community management grid…

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  56. What do I do with my content?

  57. What do I do with my content?

  58. What do I do with my content? Where are people

    talking about my brand, product and/or and/or industry?
  59. Where are people talking about my brand, product and/or What

    do I do with my content? and/or industry?
  60. Where are people talking about my brand, product and/or What

    do I do with my content? How can I creatively engage my community online? and/or industry? online?
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  62. “a structured approach to “a structured approach to your online

    community management activities” management activities”
  63. STEP #3: Pick a champion

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  66. • Massively loyal community • Quality of Opinionista • Age

    vs. trust • 55000 UV per month • 55000 UV per month • 4000 newsletter subscribers, 4135 followers on Twitter (@dailymaverick) + 945 on Facebook 945 on Facebook
  67. STEP #4: Identify and reward brand ambassadors.

  68. some people cottoned onto this approach quite early…

  69. …and it’s working pretty well for them.

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  71. • Identified online communities that discuss Royal Caribbean Cruises •

    50 “Royal Caribbean Champions” were chosen from pre-set criteria were chosen from pre-set criteria • Champions were invited on cruises, events, VIP parties etc • WOM ROI maximised • WOM ROI maximised
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  74. • Offered a simple yet evocative prize • Relentless interaction

    from Geir Tellefsen and family • Liking, responding, spot-prizes etc • Liking, responding, spot-prizes etc • Rosendal came from nowhere to add 100,000 people to their community in 4 months months
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  76. LESSON #1: BE PERVASIVE

  77. LESSON #2: BE HONEST

  78. LESSON #3: BE FOCUSED

  79. LESSON #4: BE CREATIVE

  80. LESSON #5: BE AWARE

  81. Online community members visited websites 9 times as visited websites

    9 times as often, stayed 5 times as long, and represented 65% of sales sales - McKinsey Quarterly
  82. …and remember, never trust a skinny chef!

  83. thank you! Louis J. v Rensburg louis@worldwidecreative.co.za +27 82 674

    8476 +27 82 674 8476 www.louisjvr.com www.twitter.com/louis_jvr