Community Management

COMMUNITY MANAGEMENT

DIGITAL STRATEGY AND E-REPUTATION

• website creation
• e-commerce
• social media

• SEA (Google Ads)

• Google Analytics
• E-mailing
• UX

webmarketing expert

Filipe DAYAN ELIAS

11 years in web marketing Former web agency director, now freelance Specialized in:

Who I am

Social Media

Sales / Leads (phone or form)Brand awareness

Overview

Website / Store

Offline: QR codes, flyers, radio, TV, etc.

Direct traffic

Referral / Affiliation

Social Media

Emailing / Newsletter

SEA

SEO

What is community management?

What do you think community management is ?

- Building and nurturing a brand’s online presence. - Engaging with customers and followers on social media. - Handling interactions to build a positive brand image.

What do you think community management is ?

Why is community management important for a brand or organization?

- Strengthens customer relationships and loyalty. - Increases brand awareness and visibility. - Helps manage reputation and address feedback directly.

Why is community management important for a brand or organization?

What kind of skills do you believe a community manager needs ?

- Strong communication and interpersonal skills. - Creativity and content creation abilities. - Analytical skills to track engagement and performance.

What kind of skills do you believe a community manager needs ?

In your opinion, what are the main goals of community management?

- Engage and grow a loyal customer base. - Increase positive interactions and manage brand reputation. - Gather insights and feedback from the community.

In your opinion, what are the main goals of community management?

How does community management differ from traditional marketing?

- Focuses on two-way interaction, while marketing is often one-way. - Emphasizes long-term relationship-building. - Less about direct sales, more about brand connection and trust.

How does community management differ from traditional marketing?

What are some examples of activities that a community manager might do daily?

- Responding to comments, messages, and reviews. - Creating and posting engaging content. - Monitoring and analyzing engagement metrics.

What are some examples of activities that a community manager might do daily?

Can you think of any brands with strong community management? What do they do well?

- Examples: Nike, Starbucks, and Airbnb. - These brands are responsive, consistent, and create a sense of belonging. - They leverage user-generated content and interact frequently with followers.

Can you think of any brands with strong community management? What do they do well?

How can community management impact customer loyalty and engagement?

- Encourages repeat interactions and brand loyalty. - Makes customers feel heard and valued. - Builds a sense of community and connection to the brand.

How can community management impact customer loyalty and engagement?

What challenges do you think a community manager might face?

- Managing negative comments or crises diplomatically. - Keeping up with the fast-paced changes on social media. - Balancing engaging content with brand voice and guidelines.

What challenges do you think a community manager might face?

How would you measure the success of community management efforts?

- Engagement metrics: likes, comments, shares, and interactions. - Growth in followers and community size over time. - Customer feedback and satisfaction rates.

How would you measure the success of community management efforts?

Global stat

Piktochart - Visme - Infogram

Create an infographic with the time spend on social media in France

Time / user

Source :https://datareportal.com/reports/digital-2024-france

Piktochart - isme - Infogram

Time spend on mobile phone : 3 h 37 (FR) 52,4 % buyers each weekTime spend on social media : 1 h 48

Time / user

Piktochart - isme - Infogram

Time / user

Source :https://datareportal.com/reports/digital-2024-france

Source :https://datareportal.com/reports/digital-2024-france

Social Media Platform Profiles

Describe the platform’s main purpose and unique features

Platform Overview

Identify the primary audience (age, interests, profession, etc.).

Audience Demographics

List the types of content that perform best (videos, stories, articles, etc.).

Content Types

Highlight strategies for increasing engagement on this platform

Engagement Tips

Identify common challenges or limitations on this platform, including the community growth.

Challenges

Each group/person will create a concise, one-page profile on a chosen platform (infographic)

Deliverable

Let'sBenchmark

Choose a brand and analyze its presence on social media (posting frequency, types of content, number of followers, engagement rate, competitors, key KPIs, strengths, areas for improvement). Deliverable: A concise audit report with recommendations. => Spreadsheet).

Brand presence analysis

https://docs.google.com/spreadsheets/d/1uaWKJeN0_4iUiFHu67IXbD2fY9pNJBaDmozZRPODy7M/edit?usp=sharing

Social Media Audit Template

Reach

Reach refers to the total number of unique individuals who are exposed to specific content on a given platform, whether through social media, email, or other communication channels.Average Organic Reach Statistics by Social Media Platform:

• Facebook: In 2022, the average organic reach rate was approximately 4.32%.
• Instagram: The average organic reach rate stood at 9.34% in 2022.

• TikTok: While precise data varies, TikTok is known for providing higher organic reach compared to other platforms, thanks to its algorithm that promotes content discovery.

Definition

With organic reach declining on many platforms, it is becoming essential for brands to consider paid strategies to expand their audience reach. Advertising tools offer several advantages:

• Precise Audience Targeting: Paid advertisements provide advanced targeting options based on demographic, geographic, and behavioral criteria, ensuring that content reaches the most relevant segments.
• Improved Visibility: Social media algorithms often prioritize sponsored content, increasing the likelihood that these posts appear in users’ feeds.
• Performance Measurement and Optimization: Advertising platforms offer detailed analytics, allowing brands to assess the effectiveness of their campaigns and refine their strategies accordingly.

Advertising Tools to Increase Reach

E-Reputation

Also known as online reputation, it refers to the perception or image of a brand or company as reflected and influenced by online content and interactions. It covers everything published about the entity on the internet, including social media posts, online reviews, news articles, blog posts, and other digital content.

E-reputation

The most visible aspect of e-reputation is the social media presence. This includes posts, comments, shares, and the engagement on platforms like Instagram, Twitter, Facebook, LinkedIn, and TikTok. A brand’s must response to customer queries and complaints on social media to influence its online reputation.

Social Media Presence

Reviews on sites like Google Reviews, Trustpilot, Yelp and app store ratings significantly shape public perception. Positive or negative reviews for restaurants, hotels, or products can affect business success.

Online Reviews and Ratings

The content that appears when a name or brand is searched, including news articles, company websites, blogs, and images, impacts reputation. Example: News about a scandal that appears on the first page of search results can harm a company's e-reputation.

Search Engine Results

Mentions in blog posts, guest articles, and content produced by influencers or bloggers contribute to how a brand or individual is perceived. Example: A popular lifestyle blogger reviewing a brand’s products positively can influence consumer perception.

Blogs, Online Content and influencers

Mentions in blog posts, guest articles, forum and content produced by influencers or bloggers contribute to how a brand or individual is perceived. Example: A popular lifestyle blogger reviewing a brand’s products positively can influence consumer perception.

Blogs, Forum, Online Content and influencers

Content created by consumers, such as unboxing videos, reviews, and tutorials, contributes to the online narrative. Example: Videos on TikTok showing real user experiences with a product.

User-Generated Content

Associations with other entities through partnerships, sponsorships, or collaborations can influence reputation by association. Example: A brand partnering with a controversial figure can lead to public criticism.

Partnerships and Sponsorships

Nike and Colin Kaepernick

Nike and Colin Kaepernick

Pepsi and Kendal Jenner

The websites that link back to a brand’s content and the quality of those sites contribute to how the brand is perceived. Example: Being linked to by credible, well-regarded sites can boost reputation, while links from questionable sites can have the opposite effect.

Backlinks and SEO

Mentions and interactions on industry-specific platforms and smaller, niche sites contribute to overall reputation. Example: Positive feedback on a specialized forum for developers or health professionals can build a strong reputation in those specific communities.

Web Presence on Niche Platforms

Find examples of a brand crisis communications following an incident What happened ? What they do ? How the public reacted ? The brand answer ? What do you learn from that example ?

Other examples

Ryanair response : 'While our ground crew excel at industry leading 25 minute turnarounds, art isn’t their forte, as they’ve clearly forgotten to draw wings on their snow airplane'

The art of responding

Practical Application

Set Up Profiles and Pages : create fictitious social media pages (e.g., Facebook, Instagram, LinkedIn) with appropriate branding, logos, and descriptions.

Create a fictional social media presence for your chosen example to apply key community management skills.

• An influencer or content creator (e.g., YouTuber, Instagrammer)
• A start-up (with goals of brand awareness and rapid growth)
• A magazine or media outlet (to build a loyal audience)
• A public awareness campaign (e.g., health or safety causes)

• A public figure or celebrity
• A public institution
• An event (e.g., festival or conference)
• A specific product or brand (e.g., a product launch)
• An artistic project (like a film, series, or music artist)
• An NGO or charity (focused on social or environmental causes)
• A sports team or club (to build a fan base)

Choose a subject

Creating a social media campaign for a fictitious brand. Define target audiences, choose the right platforms, create engaging content (posts, stories, reels), and establish a response strategy for user interactions. Presentation of your campaign plan and how would you handle potential positive and negative feedback.

Social Media Campaign Simulation

Develop a content calendar for one month, including types of posts (images, stories, videos, etc.). Design sample posts that align with the brand’s tone, audience, and goals.

Content Planning

Outline tactics for engaging with followers, responding to comments, and managing interactions.

Engagement Strategy

Define key metrics (e.g., likes, shares, comments) to evaluate the strategy’s effectiveness.

Measure Success

Each group will present their fictional social media strategy, complete with sample content and engagement plans.

Deliverable

Which Social Media Platform Should We Choose?

Where is your audience? What are their online behaviors?

Define the Target Audience

Brand Awareness Engagement Website Traffic Reputation and Trust Building

What are our clear objectives?

Visual Content Long-form Video Content Text and Professional Content Interactive and Temporary Content

Match the Content Type

Competitors ?

Features of Each Platform ?

Storytelling

Definition: Storytelling is the art of sharing a story that communicates a brand's values, mission, and purpose in a way that captures people’s interest.Why It Matters: Emphasize that storytelling is not just about selling but about connecting on an emotional level with the audience. Benefits:

• Builds trust and credibility.
• Increases engagement and memorability.
• Helps in creating a unique identity for the brand.

Key Elements of a Story

Content:

• Protagonist (Hero): The character or voice that the audience connects with, often the brand or customer.
• Conflict or Challenge: The problem or obstacle that needs to be overcome, which makes the story engaging and relatable.
• Resolution: How the brand or product provides a solution, showing value and purpose.
• Message: The core message or moral that aligns with the brand’s values and leaves a lasting impression.
• Call to Action (CTA): Encourages the audience to engage, follow, or explore more about the brand.

Example of Storytelling

Thank you !