Category Archives: Community Building

Royal Caribbean’s Internal Community Creates Better Communication


We had a chance to sit down with Oscar Guerrero, Senior Account Executive, Global Marketing at Royal Caribbean and talk to him about how he uses his internal community to ensure his global team communicates effectively.

Q – Thanks so much for taking the time to talk with us today. We know Royal Caribbean is in the Cruise business, but can you tell me a bit about you, and your role?
We are the Global Sales and Marketing team based in our headquarters in Miami, Florida. As a global business, we have 12 international offices, spread out in the Americas, Asia and Europe. We also have smaller reps across the different regions of the world. My main function is to support and drive success in all these markets. Continue reading

Community Guidelines: Why They’re Vital and How to Improve Them

Community guidelines

This might be going a little overboard…

The first thing I do when I enter a new community is check out their community guidelines. It’s not because I’m worried about breaking rules (I’m well behaved at least 65% of the time), but because what those rules are and how they’re laid out will tell me most of what I need to know about the community itself. I can tell what the community manager thinks about the users, how much effort they put in to the basics of setup, and what kind of community I can expect to see when I start posting. It’s also part of the community that rarely sees any real effort or thought, which I’ve always found strange. It’s the template for how your community acts and behaves, and it should be a high priority for any community manager.
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The Third Pillar of Community Strategy: Social

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In the previous 2 articles of this series, we discussed two of the three pillars of community strategy: sales and support. In this article, we’ll be discussing the final pillar: social.

Human-to-human interaction is the very heart of community, and that’s something that’s often forgotten in the rush for ROI.The entire undercurrent of our economy is social, and without sociality few businesses can function. From the town hall to the nightclub to the internet forum, humans have a deep rooted need for social bonds.
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The Second Pillar of Community Strategy: Support

In the previous article, we discussed how generating sales can be a crucial part of community strategy. In this article, it’s time to discuss another crucial factor: support.

Like many other fields, the internet is changing support. The traditional channels, such as customer support phone lines, are outdated and insufficient for most businesses. Customers now expect omni-channel support, where they choose the how, where and when of their support. Customers expectations are higher than they’ve ever been, and it’s easier than ever for customers to see if you’re doing it wrong. Bad support doesn’t just affect existing customers, it leads to a bad reputation among those shopping around. No product is flawless, and customers want to know that if something goes wrong, you’re there to help. A given customer might decide that they want support from:

  • A phone line
  • A support email account
  • A Twitter account
  • A branded Facebook page
  • Online chat
  • A community forum

For customers, the problem is receiving effective support. If they have a problem with a product, any delay in fixing it feels unacceptable to them. Time to response and time to resolution are both critical, but they’re only part of the puzzle. A crucial one, certainly, but to a modern customer being good at customer service means more than that. It means transparency. It means being able to communicate effectively with the person providing that support, and to be treated like a human being. For many, it even means bypassing the people side of the equation and simply finding the answer they want, fast.

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The First Pillar Of Community Strategy: Sales

In the first part of this series, we discussed the basics of community strategy. It’s time to delve a little deeper into one of these pillars: sales. It’s common for those lacking experience with community marketing to misunderstand why they’re really doing it. They think that community strategy is an extra to be tacked  onto a balance sheet, and that the most they can expect is a quick tweet about the release of a new product. Looking at the strategies (or lack thereof) being used, it’s easy to see why. For a savvy manager of a consumer brand, one of the linchpins of community strategy is sales.
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