Insights from #MarketingMinds Chat- Community Management

Insights from #MarketingMinds Chat- Community Management

Perri Robinson
2 March 2015

Friday 13th is notorious for being an unlucky day, but not for us! We were fortunate enough to be joined by Marketing and PR gurus who assembled on the #MarketingMinds chat to shed light on the topic of the week- Community Management. Below you will find the chat insights.

Q1 How would you define a community and why is community management important?

@SeifSayedIssa and @ancitasatija both define a community as a group of like-minded people who share the same beliefs. @Animatedgiff recognises the importance of community management, expressing that communities are where we should be connecting with our audience as this is where ideas are born, develop and explode. If we don’t listen, we won’t learn about these exciting new ideas. Social media monitoring tools, such as Meltwater Buzz, guide us to the resting place of ideas…and in real time so we can happily reap the benefits of first mover advantage.

Q2. What are your top tips for community growth?

Thinking of your Content Marketing program with a Community Marketing hat on is a great way to craft a program that spurs engagement.

@ancitasatija suggests that we constantly engage with our community as this encourages others to join. @bestcapetownSA agrees, stating community members are some of our biggest brand advocates, so we should connect with them and use them!

Meanwhile, @hnmarketing thinks content is the way forward if our aim is to grow our community as great content is shared, thus opening our brand up to a much wider audience. Top tips given by participants to help with community management and creating amazing content include ensuring content that is shared is actionable, so our audience can implement and use the information. This adds real value and at the same time positions our brand as a thought leader and our blog a learning centre.  In addition to this, ‏@sameerjawle suggests we use visual content to further engage our community members. Did you know Facebook photos get 53% more likes than regular, text-based posts?

Case studies were also mentioned as a favourite type of content amongst participants. It has been found that B2B content marketers reported a 70% effectiveness rate for case studies. Case studies are a great source of evergreen content of public endorsement for our brands, which encourage trust and confidence. Moreover, case studies are an opportunity for customer advocacy and can help us build stronger relationships, the ultimate goal for community management.

‏Finally, @ThinkSEM rightfully reminds us that we must be willing to invest the time needed when building and sustaining a community.

Q3. How can you find important community members?

@ThinkSEM suggests we start the hunt for important community members by analysing where our community mostly hangs out. The Meltwater Buzz platform allows us to identify social media channels mostly used by our audience so we can focus our attention on the most important. Moreover, listening to keywords that are important to our audience allows us to improve community management by helping us discover influential community members and top posters. @Animatedgiff agrees, stating it’s all about finding those who generate the most comments and engagement on their posts and utilising their influence.

@mcsaatchimena thinks that Twitter chats are a great way to connect and find important community members. Chats give us a great excuse to exchange constant dialogue, which of course allows us to establish firmer relationship. Moreover, Twitter chats have the added benefit of increasing brand impressions, whether we are hosting or participating.

Q4. How do you organise and segment social media engagement/ community members?

@ThinkSEM use Twitter lists to organise and segment their audience, believing this is great for both monitoring and social listening purposes. ‏@taramomo_ is also a fan of Twitter lists, whilst @ancitasatija prefers to use Google plus circles for community management.

We suggest going a step further and segmenting community members by relationship. For example, are they a prospect, customer or brand advocate? Once divided, @sameerjawle suggests we focus and tailor communication based on their stage in the customer purchase funnel as this can reflect the kind of value they’re interested in receiving.

Q5. What metrics do you use to report community management success?

@hnmarketing says we should go by mentions, retweets, reach and follower increase to judge Twitter community management success. In addition to this, they feel click-through rates are handy to report when promoting content hosted on webpages. @ThinkSEM thinks engagement is the most important metric in regards to community, but they also track mentions, retweets, reach, etc. On the contrary, @Animatedgiff feels that although engagement is an important metric, for him, it all comes down to lead generation.

#MarketingMinds chat is back this Friday at 3PM UK time, check out the topic and questions now!