Cultivating a Community
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There's nothing worse than launching a killer product or service and not being able to get people to care about it. Community management is often a hard concept to grasp - whether you need strategic or tactical help or need to start from the basics. This mastering community building course will cover the breadth of items to consider in building a community. It's often easy to lose sight of the fact that it's not just about building community that is large and relevant, but also about sustaining the digital neighborhood you've created.
Take this Mastering Community Building course and learn how to build a community.
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|Section 1: About Perks Consulting and Course Overview|
Introduction to instructor Lauren Perkins- a brand marketer, digital evangelist, and business strategist.
Course overview: Understanding community management and crafting a strategy your business objectives and audience.
|Section 2: Defining Your Community|
Having trouble with your Community Strategy? If so, this lecture will present the best practices to define the need, purpose and approach to build a community centered around customers and/or a company’s needs and wants. Topics covered:
OBJECTIVE: To help participants determine a definition of the online community that is envisioned for their business.
|Quiz 1||1 question|
Unsure of where you fit into an online community? Your community management strategy and execution depends on what type of online community you find your organization in. This lecture covers the three basic model types:
B2B: Business to Business - This online community is all about connecting stakeholders and collaborators. Think: Who does your business know and how can you use your relationships in your community?
E2E: Employee to Employee - People within your organization need to find a common ground to connect to share best practices, capture knowledge, and foster relationships on multiple levels.
B2C: Business to Consumer - In a business to consumer model, it is vital to strategize the best way to connect your business, brand, and products to the customer through a community setting.
OBJECTIVE: To help participants learn what online communities they align with and how best to utilize and engage it to match their business objectives and strategy.
|Quiz 2||1 question|
Are you wondering how valuable an online community really is? This lecture will cover how “push” marketing was once the go-to strategy for brands, but lacks the interaction and responsiveness that online communities now allow for. We now know that online communities have the advantages of:
Access: Direct connection to your audience
Savings: Less expensive and time consuming tracking
Intimacy: A more intimate relationship with your audience
Speed: The ability to be agile in changing/tweaking your message
OBJECTIVE: To help participants understand the attributes and values that an online community holds and why it is important to engage consumers in a digital setting.
What is the Value of Community?
|Section 3: Cultivating Your Community|
This lecture focuses on the 5 key pillars to focus on when building a new online community. The first three cohesive components that form a strategic foundation for community efforts are what, who, and why. The two final components for creating a tactical execution from a day-to-day perspective are when and how.
OBJECTIVE: To help participants learn the roadmap to cultivating a community. Steps include:
|Quiz 4||1 question|
The wealth of information and topics to present to a community can be an overwhelming prospect in determining which and what to choose. This lecture helps you properly execute your community strategy by determining:
OBJECTIVE: To guide participants through the process of narrowing down appropriate topics and content appropriate for their audience and brand.
Listening and Discovery
Setting a purpose and goal for your community will guide and clarify the path of your specific community management, and allow you to track appropriate metrics to benchmark your performance against. This lecture asks you three main questions:
The answers to these questions will help you form primary and secondary objectives that correlate with quantitative and qualitative goals.
OBJECTIVE: To help participants lay the foundation for successful community management by aligning the pillars of “what” and “why” into a cohesive goal and purpose.
|Quiz 6||1 question|
Asking yourself how to create content to share with your community? A solid and consistent brand for your business is crucial to keeping your community efforts memorable and valuable to customers. This is driven through proper content creation, key factors include:
OBJECTIVE: To help participants understand the underlying importance of creating conversation in a community, driven through appropriate and engaging content.
|Quiz 7||2 questions|
You've created your content... now what? The next step is to ensure it goes through the right channels and time allocations. Determine:
OBJECTIVE: To help participants from falling victim of having engaging and conversational content without the proper distribution flow.
Mapping Content for Distribution Flow
You now are ready to gauge the hard work and strategy implementation of your community efforts. This lecture helps you:
OBJECTIVE: To help participants determine the appropriate usage and consideration of social/community analytical tools and approaches that best represent their personalized business objectives.
|Quiz 9||2 questions|
Takeaways from course:
Steps to move into execution:
Lauren Perkins is a Brand Marketer, Community Builder, and Author of The Community Manager’s Playbook: How to Build Brand Awareness and Customer Engagement (Apress, 2015). As the founder & CEO of Perks Consulting, a brand-led digital innovation consultancy, Lauren has spent a decade teaching growth stage companies to “Think like Brand. Act like a Startup.™” through her expertise in leading brand innovation and digital adoption. Lauren regularly contributes to CMX, Inc. and Forbes, and is a founding instructor at General Assembly teaching digital insights, brand strategy, community management and agile marketing. Follow her on Twitter @laurenperkins.