My slides from my talk at Swarm Melbourne. Community building is just like taking a walk down the yellow brick road in the Wizard of Oz-- if you help others get what you need, you may get what every community manager wants: a healthy and engaged community, a community that's a strategic part of the organization, not an afterthought. Evolve your community to be an organization-wide discipline, beyond a job.

1. SOMEWHERE OVER THE RAINBOW
Taking your community to the next level
Maria Ogneva,Yammer
@themaria
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2. We’re not in Kansas anymore!
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3. We’re not in Kansas anymore!
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4. We’re not in Kansas anymore!
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5. OPPORTUNITY: BECOME
OPPORTUNITY:
ADAPTABLE
Become adaptable
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6. How you organize, think and act
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7. Communities aren’t yet strategic
value hard to quantify
lack of resources
unhealthy communities
poor ROI
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8. Community manager; jack of all trades
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9. Setting the content strategy and developing and curating content for
our social sites including our blog, Facebook, Twitter, YouTube, LinkedIn,
Google+, and others. Includes writing content, helping develop the
company’s point of view, and reviewing all content for SEO.
Owning the project management of everything community related,
including building an editorial calendar, managing agencies, and
sourcing authors and content.
This is “community related?”
Developing the reporting and analysis for social – experience with social
monitoring and listening tools, ability to articulate key metrics, and
measure, analyze and report on qualitative and quantitative community
usage. Work cross-functionally to define metrics and determine impact on
business results.
Participating in the creative development of digital marketing
campaigns, marketing collateral, and interactive design. Input on
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creative concepts and materials for all marketing channels. Should have a
keen eye for design, be genuinely enthusiastic about kids and family
technology products, and follow buzz worthy campaigns.
Assisting in market research, including outlining objectives, establishing
screening criteria, developing stimulus, fielding research, and presenting
findings.
Have a solid understanding of marketing and be able to participate in
marketing plan development including positioning, media plan
evaluation, PR plan integration, and local marketing programs.
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10. membership in employee community
customer community makes better burgers
increases
spending by
19%
collaboration with
stores in shopping largely untapped
centers opportunity in social
$1.3 Trillion!
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11. Can’t do one without the other!
PARTNERS
CUSTOMERS ADVISORS
EMPLOYEE
NETWORK
PARENT
SUPPLIERS
COMPANY
CONSULTANTS
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12. OPPORTUNITY: BECOME
ADAPTABLE
Why did YOU want to be a community manager?
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13. REDEFINE YOUR JOB:
Community is a mindset
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14. STEP 1:
Know your goals and purpose
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15. TAKE STOCK:
Where are you?
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16. Where are you going?
WHOM will it serve?
WHY does it exist?
WHERE will it be?
HOW will it be managed?
WHAT does success look like?
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17. START SMALL:
Experiment, prove value
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18. STEP 2:
Know your resources and people
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19. Your cast of characters
can can needs needs needs
help hinder heart experience courage
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20. Your cast of characters
can can needs needs needs
help hinder heart experience courage
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21. Your cast of characters
can can needs needs needs
help hinder heart experience courage
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22. Your cast of characters
can can needs needs needs
help hinder heart experience courage
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23. Your cast of characters
can can needs needs needs
help hinder heart experience courage
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24. YOUR JOB:
Help others get what they need
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25. Sources of human motivation
PURPOSE
MASTERY
AUTONOMY
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26. Unpack & address fears
MYTH TRUTH
Social is a manifestation of
People will waste time who you already are
People will post People know what’s
inappropriate content appropriate & what isn’t
Prevented through
People will post
education and creating &
confidential info enforcing policy
Negative information will Negativity may happen, but
be posted can benefit network
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27. STEP 3:
Design the right environment;
create an ownership culture
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28. New member recruitment
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29. Early members = charter members
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30. Develop charter, model best practices
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31. Expert spaces
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32. Develop new joiner experience
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33. Develop 30-60-90 day plan
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34. Get to know members, expertise
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35. Facilitate and spark conversations
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36. Spotlight stories, celebrate members
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37. Don’t rush in
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38. Make it easy to share
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39. Create order without stifling
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40. Don’t fear messiness
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41. Give people a voice
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42. Develop community culture and norms
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43. Manage crisis, have a game plan
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44. Manage attrition and exit
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45. STEP 4:
Pay it forward; commit to education
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46. AMBASSADORS:
Nurture them, inspire them, resource them
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47. COMMUNITY:
Strategic discipline, connective tissue
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48. BE PATIENT:
It’s a journey
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49. QUESTIONS?
Keep in touch!
@themaria
maria@yammer-inc.com
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