Championing community management

[shaownhasan]

Siegel’s team also uses Sprout to reinforce their community-first mindset and provide a memorable customer experience. Siegel explained that her team is in the early stages of using Social Listening to power community management, but they have plans to incorporate it more in the future.

“We jump in on conversations that are happening about teamwork, facebook data work management or agile development—not necessarily our products,” she says, “We have three listening reports looking at the markets that we’re in. We will eventually use these reports to identify [specific] people talking about the market or the industries we want to break into.”

For instance, they have a query set up to listen for specific game developers on Twitter.

“We want to listen to what they’re talking about and provide solutions when they’re talking about Jira, Confluence and [other Atlassian] products to build their relationship with the brand. It’s been a fun new path for my team to focus on building community with a particular segment of professionals,” she says.

Siegel explains the Atlassian community started organically, but it’s up to her team to act as a lever of support to help it flourish.

“It’s really important to nurture [our community] and make sure they know that you’re listening and they can connect with you. That’s the biggest aspect for me—I want to make sure my team is creating connections and identifies the next step in the journey for them,” she says.

For instance, when customers complete an Atlassian University training course and post about it on LinkedIn, her team congratulates them and links them to next steps in the skill building journey, whether it’s another course, joining a community chapter or attending a virtual community event. They use UTM links to track the customer’s path beyond the LinkedIn post.