Community Management

COMMUNITY MANAGEMENT

DIGITAL STRATEGY AND E-REPUTATION

Who I am

Filipe DAYAN ELIAS

webmarketing expert

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

• SEA (Google Ads)

• Google Analytics
• E-mailing
• UX

• website creation
• e-commerce
• social media

Social Media

Overview

SEO

Website / Store

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

Sales / Leads (phone or form)Brand awareness

SEA

Direct traffic

Emailing / Newsletter

Referral / Affiliation

Social Media

What is community management?

What do you think community management is ?

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.

Why is community management important for a brand or organization?

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.

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

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.

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

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.

How does community management differ from traditional marketing?

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.

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

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.

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

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.

How can community management impact customer loyalty and engagement?

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.

What challenges do you think a community manager might face?

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.

How would you measure the success of community management efforts?

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.

Global stat

Time / user

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

Piktochart - Visme - Infogram

Time / user

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

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

Piktochart - isme - Infogram

Time / user

Piktochart - isme - Infogram

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

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

Social Media Platform Profiles

Platform Overview

Describe the platform’s main purpose and unique features

Audience Demographics

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

Content Types

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

Engagement Tips

Highlight strategies for increasing engagement on this platform

Challenges

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

Deliverable

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

Let'sBenchmark

Brand presence analysis

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).

Social Media Audit Template

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

Reach

Definition

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.

Advertising Tools to Increase Reach

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.

E-Reputation

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.

Social Media Presence

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.

Online Reviews and Ratings

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.

Search Engine Results

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.

Blogs, Online Content and influencers

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, Forum, 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.

User-Generated Content

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.

Partnerships and Sponsorships

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.

Nike and Colin Kaepernick

Nike and Colin Kaepernick

Pepsi and Kendal Jenner

Backlinks and SEO

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.

Web Presence on Niche Platforms

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.

Other examples

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 ?

The art of responding

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'

Practical Application

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

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

Choose a subject

• 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)

• 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)

Social Media Campaign Simulation

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.

Content Planning

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.

Engagement Strategy

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

Measure Success

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

Deliverable

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

Which Social Media Platform Should We Choose?

Define the Target Audience

Where is your audience? What are their online behaviors?

What are our clear objectives?

Brand Awareness Engagement Website Traffic Reputation and Trust Building

Match the Content Type

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

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 !