Pres:Digital Marketing - Community Management

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Digital Marketing - Community Management

Digital Marketing - Community Management

Title Digital Marketing - Community Management
Target group Students, Beginners
Topics Community Management
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Public summary



This is the overall framework of the Digital Marketing couse. We will start with explaining the elements of an online marketing plan. Than we will zoom in on the different marketing aspects based on the customer journey. We start with those online media most suitable to reach consumers and slowly move down the funnel. In the end we discuss customer loyalty which has as goal to re-start the entire process from the beginning.

  • What are communities?
  • What is community management?
  • How to create a community?
  • What are the benefits of community management?
  • How to grow communities?
  • Community Crowdfunding
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  • Mumsnet - mothers
  • Teachers Connect - teachers
  • Barista Exchange - Baristas
  • Threadless - designers
  • ModelMayhem - models and photographers.
  • CommunityCare - social workers
  • Triiibes - marketeers
  • Fashionchick - Fashion lovers
  • FIFA - football fans
  • TripAdvisor - travel fans
  • Geneva Web Communications - People living in Geneva
  • MyGarden - UK Gardening fans
  • PoliceOne - USA Policy officers
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  • Harley Davidson
  • Sony Playstation
  • MyStarbucksIdea
  • Nike Running Club
  • Sephora
  • Best Buy
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Best Buy Community—a place where customers could engage in conversations with Best Buy's advocates including Blueshirts, Geek Squad Agents, and the community teams, as well as with other customers. Users interact with peers; ask questions, rate answers by giving them ‘kudos', and mark the best replies as ‘accepted solutions'.

  • In which communities do you participate?
  • Why?
  • Is the community commercial?
  • What are the benefits for the company?
Class Assignment.jpg
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  • Content
  • Cross promotion
  • Creating relationships
  • Cultivating relationships
  • Collaboration
  • Consistency
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  • Analysis
  • Advice
  • Creation
  • Representation
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  • Community focus
  • Leadership and stakeholders
  • Role of resources
  • Adapting technology
  • Member recruitment
  • Sustaining engagement
  • Evaluation
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  • Gaining a deeper understanding of your audience;
  • Receiving valuable customer insights
  • Building a relationship with individuals;
  • Creating (user-generated) content for SEO
  • Receiving more traffic to your site
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  • Networking
  • Create a home
  • Be specific
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  • Getting exposure
  • Being edited
  • Being featured on a nicely designed website
  • Having an opportunity for self-expression
  • Being part of a community
  • Making money
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Definition: The practice of funding a project or venture by raising many small amounts of money from a large number of people, typically via the Internet.

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  • Did you ever participate in crowdfunding?
  • Which one? Why?
  • If not? Which crowdfunding communities may interest you?
Class Assignment.jpg
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  • Advantages: gaining insights, building relation, SEO/Traffic.
  • Community manager: analysis, advice, creation, representation.
  • Community set-up: community focus, leadership, getting resources, technology, member recruitment, sustaining engagement, evaluation
  • Member motivation: self-expression, exposure (ego), being part of, money.
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