Fostering an Online Community: A #CMWorld Twitter Chat with Erika Heald and Dennis Shiao

This year’s Content Marketing World focuses on how you can Amaze Your Audience. That’s no small feat, particularly for those nurturing a community online. The person leading the charge can be a marketer, a strategist, a customer service rep, or a social media pro – sometimes all in one day. Amidst the chaos, many brands still tout the value of communities. They believe the groups allow members to collaborate, commiserate, and support each other.

CMI’s online presence shaped our CMWorld community. We are grateful to its many members, including Erika Heald and Dennis Shiao. Both are two of the best community experts out there. Erika heads up the wildly popular #ContentChat, a Twitter chat aimed at providing marketers with actionable insights. Dennis is co-founder of the Bay Area Content Marketing Meetup, a group he grew from scratch and now boasts over 500 members.

Through their work, Erika and Dennis prove a strong community can be relevant, interesting, and welcoming. They admit there are challenges, but they remind us that the rewards can be great.

What follow is a brief look at a recent discussion with Erika and Dennis. Like what you see? Be sure to join us for the #CMWorld Twitter chat, held every Tuesday at noon EDT.

How has the concept of “community” changed for you over the years?

A1 The concept of “community” has remained the same for me over the years.

Tools and tactics may come and go, but the concept of connecting with others around shared beliefs and shared purpose remains. #CMWorld

— Dennis Shiao ✍️ (@dshiao) August 27, 2019

A1b: My concept of community has pretty much stayed the same since then, honestly. It’s about finding your people and connecting with them IRL and online. #CMworld

— Erika Heald | Marketing Consultant (@SFerika) August 27, 2019

A1: My perception has absolutely changed. I still have a hard time explaining to coworkers why I’m excited to meet up with people at #CMWorld “Wait…you are meeting up with people you met…online?” pic.twitter.com/6NAA1aVvN8

— Emilie Moreland (@writtenbyemilie) August 27, 2019

A1: Communities have gone from being tight-knit to substantial. Communities online use to usually encompass you and some friends. Today, communities are significantly larger, connecting friends AND strangers from everywhere around the world! #CMWorld

— Tamara (@itstamaragt) August 27, 2019

A1: Communities are no longer limited to your town/ state, you can be in a community with people from all over the world!

I’d say the first “community” I joined was the music scene and we mostly communicated at school, shows and pizza shops. MySpace was a game changer!#CMWorld

— Brie E Anderson (@brie_e_anderson) August 27, 2019

What are some ways to evolve from a passive audience to a welcoming, engaging community?

A2 It helps to be explicit in HOW members can participate. Don’t sit back and hope. Outline SPECIFICALLY how members can engage, participate, etc.

Write guidelines, publish a post, do a video, etc. #CMWorld

— Dennis Shiao ✍️ (@dshiao) August 27, 2019

A2: Start by cultivating a fantastic moderation team that includes folks who are connectors. Make sure every new member gets a personal welcome, and that the new member onboarding process helps the community get to know—and welcome—the new folks. #CMworld

— Erika Heald | Marketing Consultant (@SFerika) August 27, 2019

A2] Remember the participation rule:
1% of members will create content (aka: actively participate.
9% of members will comment or do something small
90% of members will lurk. #cmworld#usergeneratedcontent#Marketing

— HeidiCohen (@heidicohen) August 27, 2019

A2: Forums, a Facebook Group or a Slack—giving people some way to have back-and-forth communication with each other is important. And setting up events, whether in person or “hanging out” online at set times #CMWorld

— Kristen Hicks (@atxcopywriter) August 27, 2019

A2 Don’t just post content. Provide insights into the content that gets posted. Not just small talk but take 30 seconds and really put in some valued input. #CMWorld pic.twitter.com/Fw8XCXDsWY

— Dan Willis #SAIS2019 (@MLLNNLmotivator) August 27, 2019

What are some reasons people stay or leave a community, and what can community managers do to prevent the latter?

A5 Common reasons for leaving: low overall activity, unpleasant interactions with other members, loss of interest in the topic/purpose/mission.

How to fix: monitor engagement and “churn” and adapt if needed. (I know, easier said than done.)#CMWorld

— Dennis Shiao ✍️ (@dshiao) August 27, 2019

A5: As you grow and change, so do your interests. A community based on an activity you have mastered or no longer enjoy just won’t keep you interested over time. #CMworld

— Erika Heald | Marketing Consultant (@SFerika) August 27, 2019

A5. “Belonging” is the no. 1 reason why people stay-in or leave a community. When they feel being welcomed & belonged, they stay; when they feel lack of belonging, they start isolating themselves.

Focus on inclusion and foster each connection to help everyone thrive. #CMWorld

— Moin Shaikh (@moingshaikh) August 27, 2019

A5.

Reasons to leave community:

+ No goals & plans
+ Inactivity & inaccuracies
+ No work or meets
+ No agendas & people management
+ Poor networking and negative peoples
+ No response on initiatives#CMWorld

— ⚡ Vraj Shah ? (@vrajshahspeaks) August 27, 2019

Can online communities successfully translate offline?

A6: I’ve been part of a number of online communities that have had fantastic IRL meetups, with #CMworld and #ContentChat being some great current examples. I even meetup with folks from my gaming communities whenever I travel. If it’s a great community those IRL connections form.

— Erika Heald | Marketing Consultant (@SFerika) August 27, 2019

A6 YES! Online communities can have an offline component and vice versa. In fact, I’d argue that connecting online (e.g., here on Twitter) becomes infinitely more special when you meet face-to-face.

One of many reasons I’m so excited to be in Cleveland next week for #CMWorld

— Dennis Shiao ✍️ (@dshiao) August 27, 2019

A6. A definite yes. I have seen communities like #AfricaTweetChat do workshops and people meet, relationships are created and some end up becoming business partners. #CMWorld

— Janet Machuka (@janetmachuka_) August 27, 2019

A6: I doubt it. Online communities pivot solely on shared ideas; offline interactions bring the entire potpourri of the person for acceptance. Possible; not always. #CMWorld https://t.co/hbgggXKyeW

— SG ?? (@Ganesh_Sabari) August 27, 2019

A6: We know it does. I think it’s because we build up a comfort level, so meeting in person avoids that awkward first meeting tension. #CMWorld https://t.co/qA2hbzOv0R

— Jeremy Bednarski – Meet up with me at #CMWorld (@JeremyBednarski) August 27, 2019

a6 yes. it all depends on the community manager and of the members. i think we have to take this ONLIFE concept more seriously, because online and offline are really mixed up. #CMWorld https://t.co/fDQNlL22eV

— Joana Rita Sousa ? ?? (@JoanaRSSousa) August 27, 2019

We are excited to introduce Content Marketing World’s first-ever Community track. Back-to-back sessions will give attendees a deep dive into starting and fostering online communities. Don’t miss Erika and Dennis. Their session begins Friday at 9am.

Will you be in Cleveland next week? You’re invited to our Big Top Tweetup! Join fellow community members plus friends from #ContentChat and #TacoChat for light apps and conversation. Tweet @moninaw for details about our September 5 event!