First step in order to create a model for online community management, is to understand the business requirement.
For this model, the business side has the following requirements-
1. To identify original vernacular content creators & influencers and to onboard them (Top 10 per category for this assignment)
2. Creator Management: To guide them on constant generation of content relevant as per Trell policies and user behavior
3. Content Analysis: Analyze between existing in-app contents and non-trell trending material by the top creators
4. Ideas to enhance Trell content pool — Quality & Quantity
5. To use creators for special marketing campaign, specially for e-commerce
Proposed breakdown of process :
1. ONBOARDING:
Who — Community In charge, Business Development
What — Do market research and identify the key influencer based on platform strategy and then strategize on how to onboard then, negotiate price, maintain relationship and manage contracts. Few more in here:
https://docs.google.com/spreadsheets/d/1rHtp7Bg97Fno0Aa1WJdPHBIV9s4L6GwHZqCR954nGVM/edit#gid=115246853
2. MANAGING CREATORS:
Who — Content / Community & Platform Op teams
What — Content & Community team to formulate content strategy and guidelines as per platform policies. Platform team to ensure smooth onboard and formulate strategy to manage creators grievances related to platform and content.
3. USING CREATORS:
Who — Community In charge, Marketing team
What — Based on the business requirement ( whether requirement is from sales for promoting client products or from product team for promoting own product), strategize with concerned teams sales / bd / op to create campaign plan under which each team will he responsible for their own tasks (content / community for content & partner and BD for contract or partnership).
Here the Community manager must work with platform + content + bd + marketing to solve queries of:
Creator- to enable best possible use of the platform, equip them to pursue their strategic objectives, and help them achieve their desired business goals, drive renewal rate
User- improve digital experience of user, provide value, solve customer queries, increase adoption of platform, help user become KOL
End to end strategy for the model assignment-
To Identify, build and maintain a strong working relationship with creators —
Step1: Identification, checklist-
— Coherence of their posts with trell’s brand policy, i.e. face value, strong
storytelling, of lifestyle-social category
— Quality and creativity of their content
— Followers, Engagement and the level of interaction on their posts
— Size of their community/viewership
— Costs involved
Step2: Onboarding-
-Paid, Affiliate and Barter (Based on objective- Brand awareness or User satisfaction or Revenue)
Step 3: Creator Management-
-To work out a power production model with creators in order to get the best results through the association
-Track and maintain a repository of all creator deliverables and campaigns
-Review and upgrade the creator associations on a periodic basis performance metrics of engagement (Key metrics like cost per engagement, cost per reach, cost per view)
Content analysis assignment — Observations
Top 10 Creators & Influencers in Tamil- Lifestyle
https://docs.google.com/spreadsheets/d/1rHtp7Bg97Fno0Aa1WJdPHBIV9s4L6GwHZqCR954nGVM/edit#gid=297968623
Step 5: Trell content pool — analysis
https://docs.google.com/spreadsheets/d/1rHtp7Bg97Fno0Aa1WJdPHBIV9s4L6GwHZqCR954nGVM/edit#gid=297968623
Model for E-commerce content creation-
Requirements of the business side:
1. Create attractive content for 500 SUPs
2. Each product to be endorsed by a KOL
3. Content planning for each product
4. Negligible cost
STRATEGY PROPOSAL: Multi-Micro influencer model
Influencer Target- Under 20k followers on social media
Cost involved- Low cost/Barter
Strategy- Collaborate with multiple micro-influencers at one time, and then turn them into Trell’s very own brand ambassadors
(They still post their own content on social media, at the same time they help promote Trell’s ecommerce listing)
Content- Influencer/Inhouse brainstorm
Breakdown-
Step 1: Striking contact with the creator > New Trell Account > Own posts > Brand product promotional videos > Brand will increase Visibility via Ops > Social media leverage
In order to make micro influencer an ambassador for Trell — start page with their own Trell Instagram handle: “Trell_(their name)”
For example, Narmadha is a blogger who has about 5k followers- her audience is formed of parenting and childcare fans.
In this model, we will collaborate with Narmadha and make her as a Trell ambassador.
Under this, Narmadha will create videos of herself using/endorsing Trell’s childcare products and share the code/link of the product she recommends so that her followers can easily look them up on the Trell app. Trell Op team will give increased visibility for Narmadha’s post via Hashtags, Push. She will also post the same on her own social media handle and her Trell handle.
Key takeaways-
1. In this model, Trell can collaborate with micro influencers from all over the state, who have different styles and hobbies, which will allow influencers to promote the entire collection of 500 products
2. Should analyze the engagement to ensure efforts are effective — can measure data daily and adjust with the creator
3. Brand and Influencer benefits from the partnership
4. Even if creators have a small network — a few thousand followers — they can generate good engagement per post
5. Cost can be negotiated at a very low rate, even for free in case of barters.
6. Free brand awareness on influencer’s social media
