MN Search – The Art & Science of Building a Great Community

moz-logoMoz community – community of marketers. ¬†ūüôā ¬†Person who manages the community needs to be a part of the community. ¬†If it is a marketing community, the person needs to be a marketer, if it is a fantasy football community, the person needs to understand and love the subject.

Interesting: the activity of the specific community can differ and community manager needs to monitor his/her audience to find this unique pattern. ¬†Marketers are on G+ (maybe not others… ¬†but marketers are there ūüôā ¬†), marketers are also active on the social media during work hours but take weekends off.

Many people come to work and start their day from a blog post.

Engaged community can support the business during a difficult time.  Moz had issues with their site at one point; fans made a poster and send pictures.

community

Community:

  1. What do you want to achieve?what
  2. Make it someone’s job (how to hire a community manager)
  3. Find the people for your community (and what they care about)followerwonk
  4. Engage (do all the things)
  5. Measure all the thingsKPIs
  6. Test all the things

MIMA – Community Management

Though marketers seem to be talking about community management for a few years, there are some changes in these conversations. Interesting – community management is now discussed seriously (good), but there is no dramatic distinction between b-to-c and b-to-b yet in the conversations (can be better ūüôā ¬†).

As a b-to-b marketer, I see a very strong difference: in most cases a communicator who loves the product can be probably trained for b-to-c community management, but in b-to-b, the goal is to find an expert who wants (and can) communicate.

The speaker, Olivier Blanchard, gave a fun presentation on the topic at a wonderful campus of General Mills.  Some of points that I found interesting:

  • There are still companies who perceive social media as “something we need to do” because everybody does… However, the reasonable approach of finding a way to benefit the business with this¬†tactic starting to take hold.
  • ¬†The industry is starting to talk about a “community manager job” – this is very good.
  • The community manager should be a “chief communications officer in training” – if the person does not fit this characteristic, he/she may not be the right person. Though I am questioning this though now for b-to-b… In some areas, the company would want to attract certain niche inhabited by narrow-focused¬†experts. In this case the community manager would have to be the expert, or the community manager would not be perceived as credible… ¬†In this case, would this expert need to be a “chief communications officer in training?” ¬†Probably not…
  • A new tool similar to Radian 6 that should be familiar to community managers is Spiral 16 ( I have not heard about it – what a shame ūüėČ ¬†).
  • Speaker’s blog with a treasure of resources – The Brand Builder Blog