Managing community online #mesh09
April 8th, 2009
Managing Community Online with Mark Relph (Microsoft) talks with Howard Chui (HowardForums), Keith Bilous (ICUC Moderation) and George Tsiolis(Agoracom)
Keith
Moderate thc community and enable brands to be comfortable in the social media space and participate.
George
Built the platform on a SAAS model.
Fostering the community and how do you know when community is broken out?
Keith
People behind the scenes that drive the community. Seeded the contentent actively and getting the discussion going amongst themselves. Community is growing the community and it’s self sustaining.
Andrew
When the community is not engaging with the brand and size does not matter. It’s the level of engagement that is a measurement of success. What most companies are doing wrong is not identifying who the evangalist is among the company.
Geroge
Have a built in community right away it’s the shareholders. It’s a different problem and once it takes off, moderation becomes an issue. 10% human 90% technology. Everyone starts up in the mailroom and they can level up. Once at highest level then this individual becomes that administrator and manage this community. This highest level is reached through ranking etc.
Influencer concept. Finding those alpha members between the community. That is the subtle innovation that is missed.
Andrew
This is not mass marketing and has to be explained.
Keith
There is always is the alpha pack leader in real life. Bring them on board and the rest is easy.
George
Build the better mouse trap and go to weaker competitors and research who the alpha people. Send them a direct message with a link to a 2min video why product A is a better experience. If they are won over then getting their followers is easy.
Do brands have to participate
Keith
I had a great party last week but no one show up. If you are not going to participate the don’t play in it.
George
If you are spending a lot of time participating in the community then there has to be a busines model for it. It’s a 24hr job not 9 to 5 as you have to be paid for it. If you are not paid for it then you will loose interest very fast.
Agencies looking to do this work, what is the ROI
Andrew
This varies by the brand. If you decide what the purpose it then engage the community. The purpose to have fun and meet other people and drive them to off line events. The metric is getting better as more measurements takes place.
Keith
Cineplex The ROI to the movie watcher was watch movie, review it online and win points etc..
Audience
Geroge
Once the community goes then it takes a life of it’s own and manage it from making sure that it’s within your values and not getting toxic. Still have to participate.
Keith
We have had to re-seed content, new discussion points for communities that are stagnant.
Andrew
The brand should be involved all the way through. The discussion boards could turn into something very irrelevant.
Motrin Moms, Tropicana were these a minority speaking or represent the masses. So if the community goes in another direction from where the companies want to go.
George
People have to voice opinions and told them that the feedback but maintain allegince to the community.
Keith
There was a very vocal group on the CBC community. Getting these people to agree to one thing for the greater good. You don’t want to kill the community. The issues were addressed with these groups and set paramaters so that everyone agrees.
Should these issues be addressed online or offline
Keith
Took these offline.
Sometimes people want to be heard even though the brand does not agree with them.
Audience
Want to build their own social network. Go where the users are. When is a right time to build a new space for communication rather than the existing ones.
Andrew
Understand what the brand is and why not tap into the existing resources on the web. So could build a social network on their site but still participate elsewhere. Why would they be talking about your brand online. So if it’s a food product then building a recipe site is not the best option however participating on those would be a better idea.
Audience
If you start a social media plan but not going to continue it then dont’ start.
George
Advices customers to wait until they are ready as opposed to get the revenue.
Keith
Cocoa Cola – some fans had set up a page for Coke and they are concerned with this. So we are working with coke to make sure that the content is staying true to the brand. When someone disagrees don’t wipe it out. Take all feedback good or band and make it better.
Andrew
You can start a community. Rachael Ray show has their own social networks and they share pictures of their kids.
Keith
When a community is built focus groups could be used to create better data.

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