The Digiday Podcast: Managing an Actual Online Community Platform with Oprah Daily’s Pilar Guzmán

Release Date: October 22, 2024

Introduction

In the latest episode of The Digiday Podcast, hosts Kimika McCoy and Tim Peterson delve into the evolving landscape of online communities with a special guest, Pilar Guzmán, the Editorial Director at Oprah Daily. Released on October 22, 2024, this episode provides insightful discussions on the complexities of building and managing a genuine online community platform, moving beyond the often overused term "community" to create a meaningful and engaged user base.

The Overuse and Meaning of 'Community'

The conversation kicks off with the hosts expressing skepticism about the term "community," noting its widespread and sometimes superficial usage across various platforms.

Kimika McCoy (00:29): "You'll have to see how my smile has been turned upside down at mere mention of the word community."

Tim Peterson (00:29): "It's just become one of those terms that's cynical. Journalists, you know, it just feels like it has been co-opted to approach meaning nothing at all."

This sets the stage for exploring how Oprah Daily aims to redefine and actualize the concept of community through their dedicated platform, OPRA Insider Community.

Oprah Daily’s OPRA Insider Community: Purpose and Features

Pilar Guzmán explains the motivation behind launching OPRA Insider Community, emphasizing the need for deeper engagement beyond traditional comment sections and social media interactions.

Pilar Guzmán (22:29): "We felt like the conversation was only going so deep and that our audience at least uniquely felt like they really wanted to talk to each other."

The platform is designed to foster meaningful conversations among subscribers, offering specialized "villages" focused on topics such as relationships, weight management, menopause, and personal growth. These villages function similarly to channels in Slack or subreddits on Reddit, allowing users to engage in niche areas of interest.

Pilar Guzmán (28:42): "It's sort of like, I think there are elements of all those things that you just described. And in some ways, it looks a little bit like if Slack and Facebook had a baby with little elements of Reddit as well."

Building a Tangible Community Platform: Tools and User Experience

The platform integrates various interactive elements to enhance user engagement. Users can participate in live Q&A sessions with experts, attend virtual classes, and engage in real-time support exchanges.

Pilar Guzmán (28:42): "There is this opportunity to become an audience member for other engagements that are not just live."

The user experience is crafted to feel inclusive and supportive, encouraging members to share personal stories and seek advice in a controlled environment. The inclusion of Oprah Winfrey herself in the community adds a layer of authenticity and connection for users.

Pilar Guzmán (22:29): "Our fearless leader, Ms. Winfrey herself, actually is in the comments... which is something kind of the antidote to what can be the cesspool of Facebook and where people don't feel safe."

Subscription Model: Pricing, Value Proposition, and Challenges

Access to OPRA Insider Community is subscription-based, currently priced at a discounted $35 per year from the usual $55. Pilar acknowledges the challenge of justifying paid content in a market flooded with free information.

Pilar Guzmán (31:29): "The membership is inclusive of the whole thing. The membership is inclusive of viewings and learnings from the live classes, and the community aspect."

The subscription model not only supports the platform financially but also acts as a filter to ensure that members are genuinely interested in engaging constructively, thereby maintaining the community's integrity and safety.

Community Management: Staffing, Moderation, and Ensuring Safety

Managing a vibrant and safe online community requires significant resources. Oprah Daily adopts an "all hands on deck" approach, with team members taking shifts to monitor and moderate interactions continuously.

Pilar Guzmán (37:22): "We're all sort of in this 24/7 universe and we're excited about it. So there's, you know, it doesn't feel like work right now because it's so the level of intimacy and vulnerability that people have."

The platform employs both manual and automated moderation tools to handle inappropriate content, ensuring that the environment remains supportive and free from harassment or toxic behavior.

Pilar Guzmán (40:34): "We have really also some swear words and political stuff. We have to manage that more manually."

Handling Sensitive Topics: Politics, Mental Health, and Guardrails

One of the significant challenges discussed is managing sensitive topics such as politics and mental health within the community. Pilar emphasizes the importance of maintaining a safe space by setting clear guidelines and fostering a tone of support and understanding.

Pilar Guzmán (42:50): "We have historically steered clear of politics for this very reason because we want this to be a safe space for people to talk about their relationships and their mental health."

The platform aims to balance free expression with the need to prevent divisive or harmful discussions, particularly around polarized issues like politics. This involves proactive moderation and encouraging conversations that align with the community's supportive ethos.

Pilar Guzmán (47:59): "We're probably going to draw a pretty firm line around political discussion. I think we're really trying to manage people's anxiety on both sides of the aisle."

Future Plans and Developments

Looking ahead, Oprah Daily plans to continuously evolve the OPRA Insider Community by incorporating more interactive features and expanding expert engagement. Future initiatives include interactive creativity sessions and real-time responses to current events, ensuring that the community remains dynamic and responsive to its members' needs.

Pilar Guzmán (52:35): "There are lots of little things and we kind of want to keep it that way for now because I think it's sort of it's a nice, you can dip in, dip out. It's very like low commitment in that sense and very informal."

The platform's growth is closely monitored to scale its management resources effectively, ensuring that the quality and safety of the community are maintained as membership numbers increase.

Conclusion

This episode of The Digiday Podcast offers a comprehensive look into the intricacies of building and managing a genuine online community. Through Pilar Guzmán’s insights, listeners gain an understanding of the strategic efforts behind Oprah Daily’s OPRA Insider Community, highlighting the importance of meaningful engagement, careful moderation, and a strong value proposition in creating a successful digital community platform.

For those interested in the future of online communities and digital engagement strategies, this episode provides valuable perspectives on transforming audience interactions into a thriving, supportive ecosystem.

Notable Quotes:

• Kimika McCoy (00:29): "You'll have to see how my smile has been turned upside down at mere mention of the word community."

• Pilar Guzman (22:29): "We felt like the conversation was only going so deep and that our audience at least uniquely felt like they really wanted to talk to each other."

• Pilar Guzman (28:42): "It's sort of like, I think there are elements of all those things that you just described. And in some ways, it looks a little bit like if Slack and Facebook had a baby with little elements of Reddit as well."

• Pilar Guzman (31:29): "The membership is inclusive of the whole thing. The membership is inclusive of viewings and learnings from the live classes, and the community aspect."

• Pilar Guzman (47:59): "We're probably going to draw a pretty firm line around political discussion. I think we're really trying to manage people's anxiety on both sides of the aisle."

Listen to the full episode on Digiday to explore more insights into digital communities and the strategies behind successful online engagement.