Social Media and Community Management for Customer Retention

1. Intro: Hi, I'm Melissa per feta, a brown strategists done cold shouldn't Mel, PR marketing consultancy services, co-founder of Social Media Academy and founder of the hi-fi network in Asia, where I focus on helping people become skilled social media marketers, Browning's specialists and support business owners in growing their brands. Today I'll be teaching you how you can help create Grant advocates. Make customers stick around and increase your company's retention rate through social media and community management. The course I'm teaching you is how you can become an effective community manager for your company's paying members. Engaging with customers in groups inside Facebook Linked In, or perhaps your own company websites for this class is great for new or aspiring social media or community managers, or anyone who is responsible for managing paid communities and wants to improve their customer retention. In this class, we are going to cover the things you need to prepare before you create a community corrosive plan and how you can game. We fire the way managed community to spark engagement. And then I also got in filling out the community curls plan document are prepared in the resources section because I want you to know that I'm happy that you're here and that you decided to take this class. And I'm just so excited to see what you'd be working on. Let's get started. 2. Class Project Overview: I chose this project to help you structure what type of content and activities you'll put out and suggests in your organization so you can't be supported and be able to utilize your company's existing resources. I'll be sharing with you how I plan out a paid community contact and calendar. You will also see how I create one. So you get a general idea of how to do it on your own. I will discuss key concepts that you have to keep in mind when you are a pull adding up to activities that you will publish in your community as well as all the write-up formulas and recurring routines that you must apply in your community to help spark engagement or convert them into highly active members. If you are assigned to become, you know, the person who's going to work in social media and community management. This class would be a great help for you. This is also perfect for people who love to interact and converse with other people. So without further ado, let's get started. 3. Why: This course skill I'm sharing with you today is essential to help promote connectedness of brands when people. And to help you realize that your role as a community manager has a really, really big impact in improving people's lives. And how your role can bridge the gap between the company and its product consumers. 4. Preparation: So for this lesson and we'll cover my step-by-step process and implanting content, activities and routines for your paying community members. Before building out the actual plan, you will need the following. Number-one, that customer avatars and profiles of the people who are already inside the community. For beaker organizations, you might have very complex customer personas or you might not be allowed to check them. But if you are allowed, then that is great. Keep that copy because you will need it a lot. If not, and the organization cannot provide you with their customer avatars, then it is your job to ask questions and create your paid customer avatars. So build your own customer avatar. You can build it by asking them to tell something about themselves, like what are their interests? How did they use the product that would kind of music? Did they love? And basically build on putting out questions until you have created your customer or community member avatars. Next, you'll need to truly understand what is your company's business model. Are you product focused, a membership, subscription, delivery membership, or are you a publisher? Knowing this will help you come up with a group name that really, really promotes connectedness. Next, what are the available resources and collaterals? You know, at your fingertips, what activities will your organization support? Thus, the business you are handling has a podcast host. When are the scheduled promo for the year? Those your organization have regular writers, are contributors. Those are your organization give away a specific number of shirts, perhaps mugs, stickers. What can the organization give you to help yourself complete the whole community retention plan? Then you would need to know who are the people within the organization you can tap into. Are there existing brand ambassadors out there? Will you be the community manager who will most likely and engaged with the people in the community. Are you going to, you know, function behind the page or yourself? Are there influencers currently campaigning for the brand? Once you have the following, we can move on in planning your content. Just to tip. Never ever skip this part because this will eliminate you from being clueless of what you are going to do within the paid community. So don't skip it. Such a recap, ensure you have access to the following paid the customer avatars, available resources and collaterals, existing brand partners, if you have any. In the next video, I'll tell you how you are going to use all of these elements altogether. 5. Planning: In this lesson, we're going to talk about how you can create your commodity content and growth plan. Now your main goal is to not just keep customers, but actually develop brand advocates within the community, okay, and how you're gonna do that by keeping them happy. Let's face it, an angry customer is more likely to read about a bad products or experience. And a happy customer is less likely to talk about the product or experience unless they felt delighted. But how do you do that? That's what we are going to cover in this lesson. So there are three things you are going to plant out. First is the name and use of the group. Second is onboarding. Third is the one-year content. Let's talk about the name. What's the name for a community? Well, actually there's a lot and there are different types of community approaches that I've identified as the digital world grills. And it is as follows. First, a values-based community approach. So this collective group of people who all came together because of the common belief. Our group who fights for certain principles. They are ready to battle with their opponents, their enemies if they get triggered. We can use different religions as an example. All have differentiators but with different beliefs and principles. Next, we have personality based community approach. It's the type of group where the audience was invited to join because of an identity or a personality. Now this type of group is very popular among coaches. Next, interest rates community approach. Well, you know, these are the people who share the same hobbies or likes often come together to talk about it. For example, here in my country to Philippines, there are groups out there for cars, dogs, DIY travels a general. Next is the identity-based community approach. Now this is a perfect layer of approach and they recommend you choose between the values, personality or interest-based approach. Then add for what gender, nationality, or age group it is. So depending on which type of community approach you'll use, ensure that you derive the name of the community based on your approach. Second, let's talk about onboarding. Well, first impressions last and most of the time paid communities are being used as a group to network, express concerns, but don't really drive connection. So it is truly important to have a community manager who will be with the people inside the community and will be the one to basically run the show. So thank. How will you on board your audience? What are the first things they need to learn about the community? What makes a community truly valuable for them to stick around, for example, and a Facebook group units how to get set up with a welcome unit with posted that basically talks about the following. So it could be a welcome message with an overview of what the group is all about. A post asking them why they are in the group and perhaps what value are they looking to get inside the group? And also a map or a plan or a guide that will show the new paid community members that the brand is dedicated to help them get success through meaningful contents. Third, let's talk about content. Creating a one-year content plan is great and smart, so you won't have to cram on what it is that you're going to create conduct put out there. It is very much understandable that a Fiqh group is much more active than the group for retention. But you have to keep it balanced. So giving your customer and something to look forward to on a weekly basis will allow them to know and understand the value of staying in your page community. So putting and preparing contents like live coaching calls, live Q and a phase, exclusive worksheets and many guides, challenges, competitions, masterclasses, playbooks, checklist, virtual events, actual product, giveaways, expert interviews. They are all valid and can be created by you depending on the available resources that you have. This wire in. Earliest, in the earlier lessons, I asked you to know what are the resources that is at your fingertips. Picking schedules for your content release matters too. You don't want people to feel pain in engaging with your content. We want them to feel relaxed and happy to engage with you and your community. So they stick around. So knowing what your community members common behavior will allow you to decide on which days and times are best for your coaching sessions or live calls. Now the idea is to create and develop an enticing habit for the people within your community. 6. Gamifying Your Community Growth Plan: So there should be a way for people to give and receive and all these should be part of your community growth plan. Successful communities encourages growth and opportunity for people at the same time, offer support on a personal level. Now, when growing a community, here are factors that you should keep in mind. So number one, we have identity. Second, we have trust. Third, we have participation. And fourth, we have reward. It's 50 is habit. Now, these community engagement factors are also identified by David spacings and some by Nir Eyal. Same factors for what I did in the past Tikrit, eight solid offline communities, and also for the online communities that I have helped developed. So let's go with identity versed. Me person wouldn't adopt and be actively engaging in an instant. You need to create a way for them to adopt to your culture. And you should have your rules community manager who does the talking and a plan for them to dump in the conversations. Trust. Now, developing trust with your community is a long game. You can establish trust by adding value to your community's lives through great content that can truly help them in their lives or perhaps businesses. Also, consistency is a factor. So always, always provide what you've promised and ensure that you live by what you initially promised. Let's talk about participation. So there has to be a way for your community to engage and contribute. The best way to do that is to call them out by describing their pains that's tied to what your group is all about. You can trigger action to someone who cannot relate to your content. But if you are able to create a plan that the participation part is going to be relatively easy for you. Rewind, doesn't have to be a material thing. There are lots of rewards that you can give. For example, the reward of appreciation, reward of attention or a spotlight rewarded results from the valuable content given to them. Because our rewards. And then in this part, you can also use the available collaterals and giveaways of your company. If you have any habit base, say that what works 5-years ago won't work that much. The current year. And I believe it's true because people evolve it in a digital age. Being consistent in what you've got in your community will help train your members to always come back and when it's time to do it again. And that is exactly what you want them to do. To come back engaged and see value in becoming a valuable community member. 7. Building Identity: In the previous lessons, I told you that there are different community approaches which you can use depending on what approach you selected, it's always, always best to come up with identifiers for your community members. What do you call them? Make it out of this world, make it intentionally, make it meaningful. For example, if your company is called when, then you can call the committee members. Winners. Create meaning to the identifier by actually describing it to your members over and over again. So for example, broad theme is when community and the identifier is winners. So winners are self-reliance, successful, and goal-oriented. Now by adding meaning to the identifier, it creates perception which are community members would or would not adapt right away, but few continue to describe the qualities of the identifier. Your community will surely understand what it is all about. 8. Establishing Trust : One of your goals and the community is to turn it into an ecosystem. You'd want people to interact with each other and the long run. But how? As a question. So here's how you can do it. Be a connector to bridge the gap. You have to introduce each other and you're going to need to get to know the members of your community. So their barriers to trust decreases and they'd feel more comfortable engaging inside your community. Second, personalize experience. Nowadays, people use social media as a way to get more business or establish a brand. Get themselves popular. So if they are entering your community and they do not feel appreciated nor seen, they are going there. There's a possibility that they're not going to like to be in your community. So ensure that you recognize them when they enter your group and engage. Because remember there are lots of groups out there. Third, never forget the three Gibbs before asked cruel, always add and show value first before you ask your community members to do anything. So value, value, value before you ask, trust in communities would require you to continue delivering value and ensuring that you are able to connect what you post or publish online or offline engagements. 9. Participation: Involving people in conversations in your community requires consistency. So you can spark natural engagement in the long run. Natural engagement, it won't happen right away, okay. Usually takes about six months or so. Depends on how active you are. That and that is based on experience. A community manager is heavily, heavily needed to facilitate everything that is happening in the community. So making sure that you are a visible is a must. And ensuring that there is someone who is leading the community is an absolute must. 10. Making the Reward More Valuable: Mere ARE identified three rewards, human cream for in apps. So rebars with the tribe, the Hunt, and the self. How you can add more value to your reward is not only using the principles of Nir Eyal, but also adding avenue for growth. So this means ensuring that you have created a value ladder that allows them to go from Stage one to Stage five based on the customer success map that you initially created. Validation, demonstrating to your members that there is weighed to the rewards you are giving. If it's a shirt, what does it mean? Does having the shirt mean they are one of the top community members. Top of what? Based on the, the milestone of achievement you have created in your customer, success meant helping them transform their lives. What's the end goal of staying with your community? This is the essence of building your customer success map. This will also help you determine your customer lifetime value. Getting your customer from Stage one to Stage five means achieving success. So out of the success stories you've created, you can now build case studies as long as you have their permission. 11. How To Build Community Habits: Keeping people attentive and engaged with you is a challenge for many community managers and creators because of so much distraction. Now the strategy that it wants to go with is to not just become part of their journey, but to be part of their lives. How you can do that is by embracing the habit creation model. Now Nir Eyal and James clear created these matrices that I am going to show you right now. And so here are two principles that will be effective for community retention. Number one is temptation packing. So inspired by the James clear and the Premack principle, when it comes to really understanding the market you want to serve, it's always best to learn what their days look like in a span of a week and understand what's that one behavior that makes them feel perhaps relaxed or doing something that particular habit. Think of what you can incorporate that behavior with using your content. Do they have game nights? Do they have morning rituals? That would I have lunch habits. What is it? Then? You can begin presenting a habit. For example, just one example, they do game nights, maybe in your community, you can have virtual game nights together. It wouldn't be a burden for them to do because they are already doing it. They will also feel delighted to do it because there are people who does the same thing as me. Wow, that's an automatic link. They'd automatically feel a sense of belongingness because nobody wants to fit in a world that is so not like them, but everybody wants to become part of a bandwagon who has the same level of leakiness alongside them for a particular topic or hobby. The needed plus desired bundling. People come to you because they need answers. What can you do for them that will allow them to feel that spike of need and desire for what you can offer. This can also be part of your different shaders and this is something that will ultimately want them to be alongside you. Now here's a list of common human desires for reference, aside from the solutions he offer, what human desire can you give to your own tribe? 12. Skillshare Conclusion: Maybe you've just learned how to professionally managed communities for retention. Let's just write down what you've learned. So you learn what key resources to prepare so you can maximize the way you manage communities. Social media. You've learned that there are different approaches use when building communities. And he also found out how you can effectively keep your to really team members and how you can make them come back. Bu your platform over and over again. Again. Vein key so much for being here today, for going through the whole plaza and for being so determine to begin managing communities differently. I am super excited to see how you're going to plan this out. And I am excited to see your plans and see you.