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Demystifying Community Content: Strategy, advocacy, and UGC | Bridget Sauer

Bridget Sauer
Senior Manager, Community Content + Customer Programs at Atlassian
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CMX Summit 2019
September 5, 2019, Redwood City, CA, USA
CMX Summit 2019
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Demystifying Community Content: Strategy, advocacy, and UGC | Bridget Sauer
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About speaker

Bridget Sauer
Senior Manager, Community Content + Customer Programs at Atlassian

About the talk

Topic: Business

"Community content instills confidence through authentic advice from other users/Atlassian in order to help users succeed with our products." In this session, you will learn the simple framework Atlassian's Community team uses to define core content strategy, along with their secrets to getting users and employees to create the content that fuels it.

Bridget Sauer is an expert community builder with a focus on user-generated content. She is a member of Atlassian's community team, where her work spans both the online and offline worlds. When not developing content programs, Bridget is training for triathlons or painting in her studio.

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Beautifully. Everyone a plus. Thanks for coming everybody I need my mic is on ya. First of all, I wanted to thank everyone for coming to my talk. I know it is almost time to have a drink. I will also get on that for me get the first. Okay. Thank you. Don't even need a okay Community content. So I'm going to give you my hot takes on strategy. Advocacy. And you do see but first I want to give a huge shout out to be at Lassen Community team many of whom are sitting in this is making me seem a lot more popular.

Okay, so I will also want to recognize recognize that it's kind of a humble-brag to use the words many members and Community team in the same sentence. So I want to call out all the community folks who manage content and she's one of the million different things on their list the responsibilities of the true hero and you know, the special thing about Community is that nobody is ever alone. We have a sea of people at our fingertips all the time who need our help and who are willing to help us and return which is so important, especially for Content

because the key to healthy and scalable content is getting other people to do it for you. And I'm going to teach you how to do that in this talk and so much more. We're going to be talking strategy or going to be talking advocacy. And of course we're going to be talking you to see my favorite. Fun stuff first, I think a lot of people in this room have heard from their boss that they need a community content strategy ASAP and I need it yesterday by the tree latest and that's both intimidating and confusing what are two things that go together, but it doesn't have to be so I'm

going to break it down in 5 simple steps today. So simple that the fifth step is just celebrating and that's really important because without that stuff. I think a lot of time to managers would quit So to start it's important to remember that a healthy Community content strategy is equal parts business goals and user needs. Okay. So how do you know what your business goals in using a bunch of community stakeholders in a second? You need a list functionality. We like to use Trello because it has great collaboration functionality. It has

really good voting functionality. And also we have hella free licenses cuz that last to know The exercise goes everyone needs to brain dump all of the business goals that your company has so that could be things like decreasing turn increasing brand Affinity kind of like the boring company stuff. Everyone needs to put on their user shoes and topless statements that are structured as when I I want so I can get and going to have a huge list of statements and what you do with you all

get together and vote on the best ones in your favorite ones and you spend time combining those business goals and using into one statement and it takes and it takes a lot of negotiation. So this is not just kind of like a one-and-done type thing. So did last season Community content strategy statement is to instill confidence through authentic advice from other users and atlassian in order to help you succeed with our products. Okay? So once you have that business goals and user needs statement, you can then start your community content quadrant exercise and my favorite quote ever

is a community content quadrant was not built in a day that is to say this is not I don't expect anyone in this room to leave with a filled out content quadrant again. It's something that you should be doing with your team and I hope you do because it's really healthy at Lassen Community prioritize measure systematized and Define our content strategy. So I'm going to break down the quadrants one by one. The first quadrant is all about experience. So again, you need to think about your business goals and user needs in order to come up with what kind of

community you want to be. You could be at the community. You could be a community of practice. You could be a hybrid of those two like the Alaskan Community is that it's really important to understand what type of community you have to that because that dictates your content strategy. Nextstep we're talkin editorial and we're using this really pretty green color. And so we're talking about what criteria and equality again. Think about what type of community you have. If you have a support Community, you're going to be looking at what up, Andrew G. You're going to be like

look at your outdated content that gets a lot of traffic and update it on. This is really important. So that adds you scale your community content maintains its value. Okay. So we're talkin structure in this quadrant you're going to need to bring in the folks were actually designing your community. You want your designer if you want your engine years because you're going to be choosing what type of content structure you want to show your users. So this is again if you have will you

choose Q&A or you decide to add a group functionality or discussion functionality offering these things or actually not offering these things determine the type of content that is going to be shown on your community. And the last quadrant we haven't seen my favorite not that anybody asked it's all about process people in system. And so how many processes in place like Community content cop calendars content review social an email marketing and moderator permissions. And so that the right people are seeing the right content and at the right time and of course the

people delivering the content are folks. That should also be on the same page about your content strategy in the first place. So shout out to all the analysts out their support Engineers Community managers and really anyone who contributes to community at all. Okay, so this is a little bit about how the sausage is made moment. This is the actual atlassian Community content strategy quadrant and it ain't pretty but it doesn't have to be because the content quadrant is just that it's a shape. It's not going to do any work for you. It's a great reference point but he were just a few

actual activities that we do to put our content strategy to work. We have a community content calendar on Trello to make sure we are serving our users with consistent content. We have a voice and tone guide to get everybody on the same page that everyone is sounding good and consistent with the last name brand. We have quality metrics and plays to make sure that the accepted answer rates in our collections are high and that we are we are grooming old content. And of course we have programs that still all of this content strategy and that's leaning on internal atlassian and community

members to help support our strategy and I'm going to talk about all that stuff next. Okay strategies over I lied. That wasn't the most important part. Advocacy is a key part of our content strategy. I'm sure this is the same across a lot of communities but our users love to hear from us and it's human has is our brand to have it last into the community and it also a really valuable content. So how do we convince stakeholders that Community should be a priority. I'll tell you.

Okay, don't. Don't Hug people without asking for a favor and has a ton of different project products. And so that means a ton of relationship building. That's what I doing that last in about 2 years ago. I scheduled meetings with 10 + product marketing managers who is the target audience. I was trying to get on community and just pitched them on community told them about the value props for them. But also kind of just created a one-on-one relationship important for them to have a face to put with a community name not only said that they associate

my smiling face in the lunch line with Community every time they see me but also said that they can kind of parrot my messages out to the rest of their team and the advocates for Community when other people are kind of explaining things that might work well on community. And of course like any new relationship, it's really important that you maintain it. And so some things that we do our send out a monthly Community product report. And so the PMC this in the reminded of community to get a pulse of what's going on. We include unanswered questions in this

report, which is fantastic to get them to jump an end to this question that our support team couldn't get and that adds immediate value. We include trending content as well to help them. Keep a pulse on what their users are talking about good and bad and fun include magic moments because there's nothing like a woman says used to get so emotionally invested in community. And for the same reason we include top contributors to give our co-workers to gold stars. And again, there's nothing like warm and fuzzies to get folks to be emotionally invested in community. The ones who fell through a

relationship and haven't established the communication flow. You got to hit them over the head with helpfulness identify a community is my number one job, but I know for sure it's a p.m. 20th or 50th job. And so I know they have a lot going on in their mind and it's really hard to hold all of this community information just out of memory. So I built guides one of them called the PM's Guide to the community content Galaxy really easy to say cool banner and this guy has everything from how to post on community two examples of campaigns

that females have been in the past. So we have sections broken out for past a maze or pass product announcements or past just like Friday fun threads into the piano at their fingertips can see everything that they could potentially do with community. And the last lesson on part to you about advocacy is one of peer pressure. I'm going to I'm going to talk about a meeting. I've just ran recently a planning meeting with all of the piano and my goal for this meeting was to instill a sense of fomo within the product marketing org. So the first half of the meeting I

asked him of our community superstars who are p.m. To come up and explain campaigns that they've done in the past that work really well. And so now that everybody else is jealous. We use the second half of the meeting to work on this trailer board. And as you can see on the board, each product has a different list and So within that list I added cards that have every single Community Action one might ever want to take from a maze to attending an in-person event to doing a product announcement. And so next the PM's would look at their list archive the

cards that didn't quite make sense. And add specs to the card, but they did want to try in the coming quarter. And so after this meeting I went through their list and I help them to create content plans that we could have some shared goals in the coming quarter and they were they would be reminded of all the things I signed up for and so I will say that, you know, your community content. Advocacy is working when at the beginning of a planning. PMS or stakeholders are coming up to you and saying hey I have this idea for engaging with my community users. Can you help me

and you say, baby? If I have time, okay, so Best For Last we're talkin user-generated content at excuses extended metaphor, but think of your community as a beautiful garden and all of your members are precious little seeds and they have the potential to bloom into a bouquet of wonderful user-generated content. All I need is your Sunshine. Okay, and the end of metaphor what I mean is the flywheel is a really important thing to the community team. I think my team hears me say it at least five times per day. And

what's great about the flywheel is that it's really simple and very effective. So to start your own flywheel. All you need to do is ask your community a question get them to time in on anything from there. Look at their amazing answers and pick your favorites. Reach out to those folks and ask them to create new post of their own that kind of elaborate on their original answer and be sure to have them include a CTA that also asked their fellow members to chime in on their post that's heading to fly the final into motion. And then of course repeat this with a lot of

different Community stakeholders and pretty soon. You have a community content wind farm. Okay, I left it. I love this live in as a placeholder, but I think it's pretty funny to court yourself. Okay, so I'm more efficient programs at atlassian. Does Mary Community content? When is the Alaskan authors program which we created for the folks who have the special permissions to write articles and those folks are at leaders. Those folks are atlassian teammates and also people that we award the permissions to if we like them or if they have

expertise they have exhibited expertise just kidding but every month we give these Alaskan author is a theme to write on which is really crucial because the pnm's can use this as a way to get their agendas in front of our author and also a way to reinforce our authors to write about things that it lasting cares about and of course every month. We have a leaderboard witch. Who am I kidding is the real reason people are And it's great to encourage folks to get a lot of engagement on their articles and two are sharing it with her networks a lot

because we rate by likes and things like that. Okay, and so I can't talk about gamification without mentioning Monique Vandenberg audience right now. She's a queen and she creates badges that reinforce positive behavior amongst community members such as participating in Threads commenting on topics of interest and people go crazy for these badges literally crazy. They want to win and it generates a lot of positive content as well. Here's an example of a bad. She Longs for the Alaskan Summit this past year and

the badge was aimed at Garner and engagement in The Summit in the summit collection. And as you can see it definitely worked in this fancy graph. This year's Summit collection engagement was way higher than past years showing the power of a badge. And also in the same vein you can see we're pretty generous with your words, which they don't cost as anything in the amount of positivity. They generate is truly astounding in a little bit worrying as well. We love to recognize our community members who go above and beyond and finally giving them shot out really reinforce positive behavior. And with

all that said I want to give you the audience in a word for being so awesome. Thanks for Get on your feet, but you know the drill.

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