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. 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
  2. 6.
  3. 9.

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

    profitable relationships profitable relationships online.”
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  12. 27.
  13. 30.

    Profitability Review, analysis & development “FEELERS” >> Review, analysis &

    development Time Directs (“Feelers” = online monitoring tools and team)
  14. 31.

    Profitability Review, analysis & development Web marketing (ongoing) “FEELERS” >>

    Review, analysis & development Time Directs Supports (“Feelers” = online monitoring tools and team)
  15. 32.

    Community management Profitability Review, analysis & development Web marketing (ongoing)

    “FEELERS” >> Review, analysis & development Time Directs Supports Optimises (“Feelers” = online monitoring tools and team)
  16. 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
  17. 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)
  18. 35.

    SO, SO, HOW DO WE CREATE AND MANAGE PROFITABLE COMMUNITIES

    IN SUCH A CROWDED MARKETPLACE? CROWDED MARKETPLACE?
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  22. 41.

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

    you do not control it. The network does”
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    3. JOIN “You are part of the community. You follow

    the rules. You have zero control.”
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    • 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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  36. 58.

    What do I do with my content? Where are people

    talking about my brand, product and/or and/or industry?
  37. 59.

    Where are people talking about my brand, product and/or What

    do I do with my content? and/or industry?
  38. 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?
  39. 61.
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    “a structured approach to “a structured approach to your online

    community management activities” management activities”
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    • 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
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    • 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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    • 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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  50. 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
  51. 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