Community Management 3.0

Introduction to Community Management 3.0

Responding to the evolution of the industry.

Last week, Social@Ogilvy colleagues from around the globe joined forces at Ogilvy’s New York office to create the new Community Management 3.0 (CM3.0) Center of Excellence.

What exactly does that mean? In short, we met to write the next chapter in the evolution of what Community Management means, the role of a Community Manager, and the future of its job description and title. We discussed tactics to engage fans using intricate strategies, and how to truly understand the behavior of fans. We also looked into how to scientifically transcribe the process that a Community Manager has to go through in order to grow a strong community across all social platforms, especially on Facebook.

As you can imagine, a lot was said at CM3.0. Some of the sessions were deemed “Top Secret” (with code names and all), while other sessions will be shared with you over time.

I will personally share five quick fundamental takeaways from Community Management 3.0 with you. This way, you are not only introduced to Social@Ogilvy’s CM3.0, but can also have something to think about after you finish reading.

Being the “voice” of a brand is a huge responsibility. Therefore, certain universal rules/best practices have to be in place, but at the same time there has to be enough freedom of creativity to curate interesting, fun, and valuable content. Community Managers must put the fan’s needs first. It’s not about simply posting content; it’s about posting the right content at the right time.

It was clearly established that the Community Managers are deserving of glamor and adoration. They have a complex and demanding job, and the role is evolving into much more. They have to always be plugged in, they need to come up with creative ideas for relevant content, produce the content, and then monitor and respond accordingly in a conversational way. And that’s just the tip of the iceberg.

Before diving into five fundamental takeaways, we’d like to personally thank Facebook for coming to CM3.0 to discuss the present and the future of Community Management with us.

Five Fundamental Takeaways:

1) Write like a journalist, think like an editor.

2) Be self-reflective. It’s a two-fold process.

  • Observe and listen to how people actually see your page.
  • Establish what the page stands for or what you would like it to stand for. Really think about the message and meaning behind the page that you want to convey.

3) Be an expert at socializing (online and offline).

  • Make understanding social dynamics, sociology, and behavioral psychology a top priority.
  • Utilize gamification and storytelling techniques. Share interesting/relevant news, as well as thought leadership ideas. Always remember, the ultimate goal is to create rapport with your fans

4) Be objective in a subjective way.

  • Personalize the page, but don’t get too personal. Be responsible. Always think to yourself before posting: If this post landed on the front page of The New York Times, would that be OK? (Note: make sure your inner voice’s response is in touch with reality when responding to that question.)

5) 70/30 Rule.

  • Seventy percent  of the time, you should talk about what the fans want to talk about. Thirty percent of the time, you can talk about the brand. (You don’t need a calculator for this. Just understand what it means and strategically adapt to the circumstances of your community as necessary.)

Feel free to share your vision for Community Management with us by commenting below or on our Facebook page.

Published by

Adam Kornblum

Adam is the Social Business Producer for Social@Ogilvy. He invented a board game which was acquired by the Parker Brothers & Milton Bradley lines at Hasbro in 2009 and launched a new party game in January of 2012 in collaboration with seven-time New York Times bestselling author, Neil Strauss. Feel free to connect with him on Twitter - @AdamKornblum.

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