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

2. 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

3. 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

4. What is Community Management?

5. 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

6. 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

7. 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

8. How to Build Social Communities

9. 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

10. 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

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

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

13. 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

14. 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

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

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

17. 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

18. Case Study: Albert’s List

20. Albert’s List Overview
Founded March 2013
Facebook Community / Website / 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

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

22. 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

23. Case Study: Borrowing from High Tech

24. 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

25. 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

26. Closing Thoughts

27. 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

28. Q&A