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BUI L D I N G C O M MUNITIES What I learned from fashion bloggers. How to build for engagement. Some community management tips. weardrobe
MAK E YO U R S E L F CHOOSE 1. DEFINE A SINGLE AUDIENCE ARCHETYPE: - it will force you to focus on the most i m p o r t a n t ( b l o g g e r, d e s i g n e r, t e e n y b o p p e r ) - it is ok to have multiple archetypes as long as you speak to each effectively 2 . F O C U S O N O N E R E A S O N W H Y: - why you are building the product - why would your audience use your product
D E F I N E & M E ASURE Visitors Contributors Distributors “Users” “Advocates” “Evangelists” an opportunity to they defend your product they actively promote yourdefinition build advocates and give feedback product to outside usersactivation view a photo post a photo share a photo submit “hi-res” photo share/embed a photoretention visit 2x/mo. for 2 mo. every mo. => drive 500 visits/mo.metric (=> 1,000 visits/yr) for 3+ mo. kindly borrowed and tweaked from 500 Hats.
WH AT D R I V E S USERS? Positive Emotions Negative Emotions pleasure pain hope rejection belonging fear (use these emotions to (use these emotions to encourage engagement empower users to police with features, interviews, content as well as keep badges, points, ratings the community in check) and comments) there’s also greed (to make $, get prizes, etc), but that’s another analysis to look at ROI.
W H Y E N G AGE?1 . A N T I C I PAT E D R E C I P R O C I T Y - want comments, feedback, attention2. INCREASED RECOGNITION - want you to drive traffic to them3. SENSE OF EFFICACY - want to make a difference for others4. SENSE OF COMMUNITY - want to feel part of something bigger
L E T T H E M E AT CAKE Pa r t o f b u i l d i n g a c o m m u n i t y i s a l l o w i n g u s e r s to manage themselves, which fosters a sense of o w n e r s h i p f r o m t h e u s e r.
G E N E R A L TIPS R e s p o n d t o e v e r y e m a i l , e v e n i f i t ’s h e l l o.B e t r a n s p a r e n t a n d h o n e s t w i t h y o u r c o m m u n i t y. Manage with a light touch (with curation). G i v e u s e r s o w n e r s h i p o f t h e c o m m u n i t y. Keep them updated to changes and features. Update your blog or link to your own blog.
S AY S O R RYSaying sorry goes a long way (be cute,cheeky or really desperate). “ in our services and products, we try harder.” - Avis
S AY T H A N K YOUAlways remember to thank your usersfor all that they do (emails, snail mail,gifts, meetups, shoutouts).
C ON TAC TQUESTIONS? SUGGESTIONS? IDEAS? @suzannexie firstname.lastname@example.org