Cultivating a Community

Learn how to build a community, build an audience, and keep your brand's audience engaged online.
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  • Lectures 11
  • Contents Video: 1 hour
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 2/2013 English

Course Description

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.

What are the requirements?

  • Basic Social Media Knowledge
  • Social Media Management Tools (such as Hootsuite/Tweetdeck) to organize information/content monitoring

What am I going to get from this course?

  • A conceptual grasp of community management
  • The beginnings of a full-cycle customer management strategy
  • Necessary tactical skills for community advancements
  • Metrics to consider in tracking your progress

What is the target audience?

  • Entrepreneurs
  • Community Managers
  • Marketing Professionals
  • Students

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: About Perks Consulting and Course Overview
01:20

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
04:30

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:

  • Defining what a community is in today's digital world
  • Reasoning and goals towards community building
  • Understanding who your business serves
  • Defining decision makers for your business opportunities

OBJECTIVE: To help participants determine a definition of the online community that is envisioned for their business.

1 question


05:46

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.

1 question


03:34

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?
2 questions
Section 3: Cultivating Your Community
04:52

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: 

  • Setting a purpose and goal for your community
  • Listening and discovery 
  • Determining where to host your community
  • Creating content for your community 
  • Mapping content for distribution flow
  • Acquiring users through channels and platforms
  • Measuring community based on efforts
1 question
12:30

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:

  • Who to engage
  • Where your community lives
  • What content is being shared with your community

OBJECTIVE: To guide participants through the process of narrowing down appropriate topics and content appropriate for their audience and brand.

Listening and Discovery
1 question
06:19

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:

  • What are your business needs?
  • What business need does your community solve?  
  • What is your intent or purpose for your community?

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.

1 question
10:07

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:

  • Discover brand identity assets to create consistency 
  • Ask how you can create a persona and “voice” of a brand
  • Create standard posting policy to ensure community regulation
  • Determining your content mediums and types
  • Find tactical approaches for driving user acquisition

OBJECTIVE: To help participants understand the underlying importance of creating conversation in a community, driven through appropriate and engaging content. 

2 questions
08:26

You've created your content... now what? The next step is to ensure it goes through the right channels and time allocations. Determine:

  • Where to host your community
  • When to distribute your content

OBJECTIVE: To help participants from falling victim of having engaging and conversational content without the proper distribution flow.

Mapping Content for Distribution Flow
1 question
10:08

You now are ready to gauge the hard work and strategy implementation of your community efforts. This lecture helps you:

  • Learn how to measure engagement, scale, profitability, and virality
  • Analyze bigger picture goals – sales, lead generation, brand equity
  • Find tools and resources to analytically measure community based efforts

OBJECTIVE: To help participants determine the appropriate usage and consideration of social/community analytical tools and approaches that best represent their personalized business objectives.

2 questions
04:41

Takeaways from course:

  • Refine what community means to you
  • Defining what types of communities to engage 
  • Understand the value of community to brand, marketing, and business efforts
  • Form a lay of the land on how to cultivate your community, guided by the five pillars
  • Have clear objectives and goals you can benchmark against
  • Gain a strong understanding of how to analyze your audience, brand, and category 
  • Learn how to create engaging content for your community
  • Know how to increase reach of content through multiple distribution channels
  • Understand how to measure community efforts 

Steps to move into execution:

  • Know what business need your community serves 
  • Determine what purpose your community serves for your audience
  • Make a decision on content hosting and growth potential
  • Develop engaging and appropriate content 
  • Utilize proper social channels for distribution

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Instructor Biography

Lauren Perkins CEO of Perks Consulting, Brand Marketer, Community Builder - Advisor and Coach

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.

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