Community Management Advice

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  • 1. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?A COLLECTIONOF COMMUNITYMANAGEMENT ADVICECurated by Marketwire and TheCommunityManager.com JANUARY 28, 2013 1
  • 2. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?“ Community managers are perhaps one of the most powerful groups on the Internet, but often spend their careers entirely behind the scenes. To commemorate Community Manager Appreciation Day (#CMAD) on January 28, 2013, Marketwire and The Community Manager have asked community managers about what they do, how they do it, and where they see the future of community management going. We received more than 600 responses and compiled the top thoughts, tips and advice into this eBook. 2
  • 3. A COLLECTION OF COMMUNITY MANAGEMENT ADVICEC O N T EN T S 4 How do Social Media Managers and Community Managers Differ? 11 What Role Does Community Management Play in Marketing? 20 What Is The Relationship Between Customer Service and Community? CONNECT WITH US 29 Describe the Biggest Lesson You’ve Learned in Your Time in Community Building. MARKETWIRE marketwire.com 40 How Do You Envision the Dream twitter.com/marketwire facebook.com/marketwire blog.marketwire.com Community/Social Team Set Up at a Company? THE CM thecommunitymanager.com twitter.com/thecmgr facebook.com/thecmgr 46 What Advice Would You Give to a Brand New Community Manager? 3
  • 4. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? QU EST ION 1 How do Social Media Managers and Community Managers Differ? 4
  • 5. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ I see Social Media Managers as those externally facing people who focus on all“ ocial Media Managers deal with an S of the growth numbers. They work hard on overall approach to each platform, content, SEO, social metrics, leads, and outreach. The Community Managers feed while Community Managers deal them some of the internal information, but specifically with the communities on they’re working on things that are more the platforms themselves. Basically, internal and for people that are already Social Media Managers handle the customers. They’re creating opportunities for acquisition part of digital community members to engage, making sure they have building, while Community Managers the resources they need, making the day to day awesome, offline events (or even online handle acquisition and retention events in some cases) and then working through content strategy.” on word of mouth referrals and impacting STEPH PARKER, NEIMAN something like a NET promoter score.” JENN PEDDE, 2U, INC., THECOMMUNITYMANAGER.COM 5
  • 6. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?“ hile the Social Media Manager W “ he role of Social Media Manager T is simply responsible for ensuring is wider and includes tasks like that marketing strategies and monitoring, overall strategy integration promotions are executed well using and crafting messaging. Community the various channels available to Managers’ roles are more specific and them, the Community Manager’s centered on managing the community concern is cultivating an ecosystem - responding to posts, forwarding of conversation and customer service. questions to those with the answers While the promotions and marketing and facilitating the group discussion. strategies may start the conversation, Community Managers aren’t active the Community Manager keeps the when it comes to deciding on brand conversation going, and provides the strategy, however they are key in necessary feedback - and humanity - communicating the essence of the to bring a brand to life.” brand with the public, employees, etc.” MARK SHANNON, HENRY’S SARAH LUE, CBC/RADIO CANADA 6
  • 7. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?“ don’t like the term ”Social Media I “ Picture a high street. One side is lined with Manager”. That’s like using the shiny chain stores, shouting at you with word ”Telephone Manager” which bright signs and neon lighting. The other is lined with independent shops, focusing doesn’t actually tell you what their attention on you and your interests. they’re doing. They could be doing Social Media Managers man the shiny telesales, customer service, chain stores, hold the attention grabbing feedback outreach or any other signs and secure visitors with attractive thing that uses the telephone. To offers. They get you in and then manage that point, Community Managers the traffic. Transactional custom that comes and goes. Community Managers invite can use social media to build you in to the independent shops, offer you community. But using social media tea and have a chat to learn what your does not make you a Community interests are and how they can help you. Manager unless you are, in fact, They trigger your senses and encourage you building community.” to build a lasting connection.” DAVID SPINKS, FEAST HEATHER CHAPMAN, ICM RESEARCH 7
  • 8. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ eing a Community Manager is B about creating a conversation, creating connections, and bringing“Social Media Managers work together a community of people in the marketing department. around a product - online via social Community Managers work in media - and often offline via events. the everything department.” Being a Social Media Manager isPETER REDMER, MAGENIUM SOLUTIONS, LLC about broadcasting and responding to social media.” KATIE MCPHEE, EVENTBRITE 8
  • 9. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ rom my personal experience, Social F Media Managers are more focused on the larger analysis of the social media properties for a brand. Their job is“ ocial Media Managers are “the S rooted much more in the numbers mic”, while Community Managers behind campaigns and follower are “the DJ”. One is a master at trends for social media properties. pumping up the volume, while the Community Managers find topics other activates voices and mixes that resonate with the audience them together in rhythm.” and create strategies to increase RYAN RUTAN, JIVE SOFTWARE engagement within the brand’s community. We help serve as the outward face of the brand and reflect the voice of the company.” KARA LEE, SPRINKLR 9
  • 10. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?“ ocial Media Managers must focus S “ hile the roles often dovetail at points W content, traffic and engagement of (and are often confused for each the social community. Community other!) the Social Media Manager Managers also have a support/ deals solely with the online groups product awareness component- they and networks, and managing content must report bugs and issues to on those networks. The domain of the the product team and they should Community Manager is much more be the voice of communication broad reaching, and touches many between the engineers and the more facets of a company. Community users. Social Media Managers also Managers interact with product, typically do not have an in-person community members both online portion of the community, where and offline, events, internal company Community Managers may plan in communities, customer support, and person events.” content management.” KAREN SCHOELLKOPF, HARVEST/WALKABOUT NYC JULIA WILSON, BITLY 10
  • 11. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? QU EST ION 2 What Role Does Community Management Play in Marketing? 11
  • 12. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ The real power of community management is that it connects directly with the customers, bypassing standard marketing channels that are seldom more than a one-way, outbound form “ t’s parallel to marketing. I of messaging. Through this direct connection, Community Managers can provide quick, nimble data providing true insight can deep & helpful feedback from be gained that can help the company target a more powerful value proposition, essentially users/community members to the acting as product marketing (not promotional marketing team. And marketers can marketing). By continuously sustaining that give input about new initiatives to larger conversation with those who want to Community Managers. But they’re purchase products and services that fit their needs precisely and for a good value, you can not the same.” better serve them by ever-nearing an ideal CALI HARRIS, TECHSTARS business model.” CADE PETERSON, SONY COMPUTER ENTERTAINMENT AMERICA 12
  • 13. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ Community Managers are not necessarily marketing people nor should they be. You should hire a Community Manager “ arketing brings people in the door, M for their interpersonal skills and ability to clearly communicate with people in an but community makes people stay. online forum. Yes, Community Managers If the community is happy, members do leverage some marketing techniques, will naturally talk, just like how you but they should be more focused on the can’t stop talking about your new engagement with the public part of the job instead of how to position the company, boyfriend, and the outcome is word product, service. Community Managers and of mouth marketing. While the goal people in marketing should work closely of community is not marketing, it together to ensure their efforts are in can produce the most effective kind concert with one another. Marketing should of marketing if done well.” be interested in the feedback from the SARAH JUDD WELCH, LOYALCX Community Managers about what the public wants and how.” LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE 13
  • 14. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ reating an online social community C allows the brand to create their own“ ommunity Managers are the main C casual focus group, who they can tap voice to the user community. They into in and gain insights they never would in formal research. A Community are responsible for getting users to Manager also provides a voice to the understand how to use the product brand that is not speaking ad slogans, or service and get excited about new but as a human would, which makes it features and developments. Early easier to engage in a conversation with on in start-ups many Community consumers. Creating a loyal community Managers are also responsible for of people who love your brand makes the basic marketing strategies.” it easier to share brand news or JULIA WILSON, BITLY products, since you are sharing it with a group you know cares.” REB CARLSON, MKG 14
  • 15. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ arketing is about brand awareness M and lead collection. Community often seems similar because it can involve brand awareness, but the “The right execution of the primary focus of community is brand social media strategy.” AFFINITY. Make people love the SABRINA MOSSENTA, VIADEO.COM company. If we do our job, Marketing can do theirs easier.” EVAN HAMILTON, USERVOICE 15
  • 16. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ ommunity management plays a huge C role in marketing in that it makes the “ t a smaller company, Community A marketing process so much easier. At Managers may play a significant a conference last year, our marketing role in marketing, even creating all team came up to me and thanked me the ads and promoting them! Larger because by the time they spoke to companies will probably have their prospective or existing clients, they own marketing division. In this case, already loved us and were wanting it will be a close cooperation between to know more about the product. Our marketing team didn’t need to spend them and the Community Manager their time convincing the client that to ensure the message to the our team itself was something to community and media is succinct.” believe in, they already wanted to MATHEW ANDERSON, PETROGLYPH be a part of what we were doing.” SHERRIE RHODE, SWEET TOOTH 16
  • 17. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ ommunity management supports Cmarketing by providing platform “ here to begin?! It allows an Wspecific expertise, vetting organization to listen to what itscontent from the target audience fans want and shape programsperspective, providing engagement around their needs. If done right, itto marketing posts, managing gives brands the right to talk aboutambassador/advocate programs their products because it first andand providing feedback to marketing foremost serves the needs of theabout the success or opportunities brand’s customers.”for improvement.” ADAM WEITNER, EDELMANGINA MULIC, ROGERS 17
  • 18. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ I wouldn’t say it plays a role in marketing, but it does have to work with marketing, as well as every other department in the company. Where I see community and marketing working together is in the “ ommunity management picks up C following: Marketing gets people in the where marketing leaves off. Like in a door, and it’s important that you have restaurant, marketing is the hostess a funnel that leads those new users/ customers to become active community that greets the customer and leads members. A good community will greatly them to their table, while community improve word of mouth marketing. People management serves them and really who love your product and community will makes, or breaks, their experience.” talk about it. Community can be presented TERA KRISTEN, as a valuable feature of a product when FREELANCE COMMUNITY MANAGER you’re marketing that product. Community members are often great sources for testimonials for your marketing materials.” DAVID SPINKS, FEAST 18
  • 19. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?“ ommunity Managers focused on C marketing objectives typically spend their time highlighting, supporting and rewarding advocacy - and they typically focus on advocates who are most likely to impact brand impression or conversion. Because trust has moved from organizations to individuals, this advocacy plays an increasingly important role in marketing.” RACHEL HAPPE, THE COMMUNITY ROUNDTABLE 19
  • 20. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? QU EST ION 3 What Is The Relationship Between Customer Service and Community? 20
  • 21. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?“ hese departments are inextricably T “ ommunity Managers are not C linked. Like a cheeseburger and support agents, but it is our job to French fries. Sure you can have one know what our community is feeling. without the other, but why would you Working with support to better want to?” understand your customers will only JENN PEDDE, 2U, INC., make your community better.” THECOMMUNITYMANAGER.COM CARTER GIBSON, USERVOICE 21
  • 22. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ It’s a lot easier to find a brand’s social accounts than it is a customer service number today. It’s also easier to express“ ften the community believes that O a complaint via Tweet and post than to sit social media is the perfect place on hold to let someone know you had a to complain but the communities bad experience. With this in mind, it’s key we build are designed not just as that Community Managers are on top of the feedback they are receiving. We’ve all a place for customer griping but seen the “bad experience at Store XYZ” also as a place to ask questions, posts that have snowballed into people connect with people of a similar commenting about their bad experiences. mindset and to share stories about Instead of shutting that thread down, help a brand that they have formed a solve the problems. Maybe training within the organization really is an issue that relationship with.” needs to be addressed. If it is, address it SHANNON HUNTER, CAPITAL C and thank the community for bringing it to your attention.” MAC SLAVIN, PROFESSIONAL BULL RIDERS 22
  • 23. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?“ ith so many options for social W “ For customers, the customer experience is a continuous one, not one segmented media available to our customers, into evaluation, purchase and support. their avenues for complaints and Because of that customers don’t “word-of-mouth” have been vastly typically distinguish between channels expanded. What may start off as a when they have a need even though bad customer service experience organizations have different functional can quickly turn into a PR nightmare groups to manage the different aspects as it makes its way out into the of the customer process. Communities community. Customer service and increasingly serve as the one point of contact for customers related to a community managers have to work company and community teams act together to address the customer as ombudspersons, providing a single service issues that a company may consistent experience to customers and face, and to guide the conversation shielding them from internal complexity back to a positive resolution.” while ensuring questions are answered.” MARK SHANNON, HENRY’S RACHEL HAPPE, THE COMMUNITY ROUNDTABLE 23
  • 24. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ hey are intertwined. Customers T will turn to online communities for help and advice about your product or service, I can guarantee this. Whether the community is the “official” channel for customer“They are one and the same. If support or not, how support they aren’t in your community, related posts are handled will you’re doing it wrong.” reflect directly on your brandADAM WEITNER, EDELMAN and reputation. This can create potential for new sales as well as enhance customer retention and lower support costs, too.” PETER REDMER, MAGENIUM SOLUTIONS, LLC 24
  • 25. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?“ here is a direct correlation T between customer service and the community. While we may not officially play the role of customer “ rom the consumer’s perspective F service, we are often the first point there is no distinction between of contact or “middle man” for our the two even though operationally customers. Their experience with us there may be. Effective Community and how their question is handled Managers are not customer service directly influences their view on the agents but they should strive to company and brand. Customers create a situation where the two appreciate having someone local departments operate seamlessly.” to go to when most companies don’t ALASTAIR SIBLEY, KETCHUM have the resources or manpower for multiple offices.” LEILA NAJAFI, EVENTBRITE 25
  • 26. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ ommunity and customer service C“ ustomer service is a sub-set C are very closely tied together, or of community. Granted, most should be. As Jeannie Walters communities have an element of recently said, customer service customer service associated with is very reactive while customer them; however, active participation experience is proactive. I believe in a healthy community is not just this applies to community as well. getting answers to problems. It’s You should always be reaching out also about establishing an identity to your community and find out how and networking with like-minded things are going, not just waiting practitioners. Communities that focus for a problem to arise. Build that on people and relationships, will be relationship even when you don’t relevant longer to its members.” need it.” RYAN RUTAN, JIVE SOFTWARE SHERRIE ROHDE, SWEET TOOTH 26
  • 27. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ In general these teams should act as cooperating teammates for both these departments are often the first point of contact. Community often lives at the“ hey are separate but equal. T “top of the funnel” and want to be the Customer service’s primary friendly voice to invite people to interact goal is helping the customer. with our brand and add to our culture. Community compounds that with Whereas our support “ranger” colleagues servicing emergent needs with tend to deal with the more technical entertainment and engagement troubleshooting aspects of the user experience. We see our role as being about a brand or product.” more proactive/preventative in identifying MATTHEW KNELL, AOL the issues our users are having, being a support system, and directing them to the appropriate resources.” LAURA HORAK & CONNOR MEAKIN, HOOTSUITE 27
  • 28. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?“ ou can’t have a community without Y some form of customer service. In my mind, the best Community Managers are also savvy customer service professionals.” KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL 28
  • 29. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING QU EST ION 4 Describe the Biggest Lesson You’ve Learned in Your Time in Community Building. 29
  • 30. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ he Community Manager is the T expert. You can’t fault coworkers for not knowing how to do this “ orget about what is cool and sexy. F because it just doesn’t come Do not get distracted by other flashy natural to them. They don’t get companies surrounding you. Focus it. You have to work for them as on what makes your community much as you have to work for unique and align yourself with those your community. Education makes out for your best interests.” everyone’s lives easier, especially JENNIFER LAYNE CARDON, GOGOBOT yours in the long run.” JENN PEDDE, 2U, INC & THECOMMUNITYMANAGER.COM 30
  • 31. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ indness always, always wins. K (Even though, at times, it can be “ ist up and listen up. Create a list L tough to practice kindness.) After of those that you would want to all, community is really about eventually be listed alongside with. people. And being nice makes Then listen to what they have to say for better people. And better for a few months.” community interactions.” MIKE FRAIETTA, SOCIAL EDGE CONSULTING CALI HARRIS, TECHSTARS 31
  • 32. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ uilding a community takes longer B than you’d expect. You have to talk to many many people before you establish some roots, cultivate those roots and tend the garden, as it were, before people take notice “Always take one step back and and seeds fall and grow on their think like a community member.” own. And you can never give enough JONHA REVESENCIO, LEO BURNETT SINGAPORE thanks to the early adopters and the people who continually help out. Some come and go, others stick around, and thanking them often is never out of style.” GWYNNE MONAHAN, CILO 32
  • 33. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ t’s really easy to get wrapped up I in the “busy work” online. I really “You can’t fake a successful had to practice stopping and asking community. If you don’t approach myself “how is this providing value it genuinely, it will never survive.” to my community” and if I can’t DAVID SPINKS, FEAST answer it, I shouldn’t be doing it.” JENNIFER GRAYEB, AETNA 33
  • 34. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ or the most part your worst, most F “When you assume, you make ardent trolls and detractors are an ass out of you and me. ultimately on your side; they want Always question, take the time things to be better. They just really to analyze, don’t rush in.” suck at communicating it.” BLAISE GRIMES-VIORT, EMODERATION DAVID DEWALD, TECHWELL 34
  • 35. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ on’t underestimate the value D“ ometimes you just have to bite S of over-communication! If it’s your tongue, put aside any personal important, go the extra mile to judgments or beliefs, and respond find new ways to say the same in a way that’s the best for your message, sometimes even to the community and company.” same audience.” SARA STEELE-ROGERS, EVENTBRITE RYAN RUTAN, JIVE SOFTWARE 35
  • 36. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ believe it’s important to get buy-in I from internal stakeholders around your community and social strategy. “Community ain’t easy. :) If it This is a big lesson, because if is, you’re doing it wrong.” you don’t, you’ll be pushing an EVAN HAMILTON, USERVOICE 18-wheeler uphill for a while.” JOSEPH MANNA, INFUSIONSOFT 36
  • 37. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“ goal is not a vision. Be very clear A about what you’ve been hired to “ cknowledgement goes a long way. A do. And don’t be afraid to seek If you can’t immediately solve a clarification or set boundaries. Ask customer’s issue, making sure they yourself: Have you been hired to know you hear them is enough to carry out a vision or meet a goal? keep them happy. During my time as Believe it or not, those are two very a Community Manager, I have seen different jobs. You won’t always have the biggest complainers turn into the freedom to decide what the vision our biggest advocates.” is, but the ability to make a decision DONAL O’CONGHAILE, SMILEY 360 & SOCIAL MEDIA LINK about doing the job is critical.” SHEENA MEDINA, FREELANCE SOCIAL MEDIA STRATEGIST 37
  • 38. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ Every community is different and you can’t just put out the same content to all of them. Communities need to be customized for content, language, culture,“ ou’re only one person and there Y and syntax in order to resonate with the are going to be pits and peaks. If people you are trying to engage with. a campaign doesn’t work, learn The answer to most social media policy/ from it at move on. You have to be legal questions is, it depends. It depends agile and willing to listen to what on the geographic location of the your community needs and any community, the culture of the community, the expectations of the community, and given time.” the technologies being used. This means ALEXA PLEW, EVENTBRITE most solutions are custom solutions even though the thought process is the same for most issues.” LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE 38
  • 39. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING“The biggest lesson I have learned is to always have a crisis plan in place.” EBONY HILLSMAN, THE CREATIVE PROTOCOL 39
  • 40. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? QU EST ION 5 How Do You Envision the Dream Community/Social Team Set Up at a Company? 40
  • 41. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ o be truthful, I think Eventbrite has T found the sweet spot. In addition to having a Community Manager that heads up corporate community, we“ y team and I collaborate to M have local Community Managers that delegate all the different social, focus on building brand awareness branding and engagement in individual markets. It is great to strategies. We work closely with have these satellite positions that the PR, Consumer Marketing and know the in’s and out’s of the cities. Customer Service teams too.” We can focus on what will make the ALISON HILLMAN, TRULIA most impact in each of our cities. These sub-communities then feed in to the larger Eventbrite community and everybody feels the love!” ALEXA PLEW, EVENTBRITE 41
  • 42. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?“ he community team has seats at T both the management table and “ n most cases, I recommend against I the product table, and the head of outsourcing a Community Manager. community has a voice in both the Someone outside the company strategic direction of the company simply can not do as good of a job as well as the product. The social as someone intimately involved with team is part of the marketing the business.” team, but has a seat in community CASSANDRA CAMPBELL, LIBERTY VILLAGE BREWING COMPANY as well.” SARAH JUDD-WELCH, LOYALCX 42
  • 43. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?“ Maybe it is possible for one person to “ kill sets that include strategy, S embody it all, but the dream community/ understanding of the product social team needs: analytics and lifecycle and recognition of business reporting skills, the creativity skills that comes with coming up with content, goals and how to align product some multimedia skills, big picture positioning, messaging and community ideas, and overall an understanding of development with business and how people actually use social. I think product roadmap. They should be it’s less about having a huge team, but included on new product planning, instead a small core group of people providing launch plans from inception (about two to three) who are super of product, and involved with smart. Ideally there is someone who can execute the strategy, someone sunsetting of product before there are who knows how to answer the “why” customer complaints. In my dream questions in terms of metrics, and view, community/social teams are someone who is thinking three months the core of product marketing.” ahead of everyone else.” CINDY SOLOMON, GLOBAL PRODUCT MANAGEMENT TALK REB CARLSON, MKG 43
  • 44. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ hether it’s handled by an outside W agency or in-house, whether it’s one“ ead of Community, running a H person or a whole team, the key is department just as important this: having a dedicated resource for and independent as marketing. both social media and community Community Managers focusing management. It’s a demanding on areas like forums, events, job. If you “tack on” community or etc. Content creators creating social media duties to someone great content. Social Media who already has a full plate (or Managers focusing on publishing a different area of expertise) it and interacting via social media. not only spreads that employee Support representatives handling too thin, but doesn’t allocate issues and questions.” enough resources for the often EVAN HAMILTON, USERVOICE overwhelming task that it is.” PETER REDMER, MAGENIUM SOLUTIONS, LLC. 44
  • 45. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ here will be several Community T Mangers that tackle different aspects of growing the community. A Content Manager focused on“ he ideal community set up T content, a relationship builder would be a central community focused on engaging members driven team owning policies and finding out their WIIFM, a Site and processes, and acting as Developer that ensures the platform advocates and educators. Small is designed to enable sharing and and nimble, with a great reach.” meeting new members, a Social BLAISE GRIMES-VIORT, EMODERATION Media Manager that ensures the right kinds of messages from the organization is being shared with their target audience.” ESE EMERHI, IHREME CONSULTING 45
  • 46. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? QU EST ION 6 What Advice Would You Give to a Brand New Community Manager? 46
  • 47. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?“ ake a deep breath, and focus. T “ e wear lots of hats. One day we’re W Find your resources, talk to other planning events, and the next we’re Community Managers that have blogging. Learn how your strengths done this. Don’t reinvent the wheel. interact with each other and be You’re not alone!” prepared to feel like you have to JENN PEDDE, 2U, INC & have ADHD to succeed.” THECOMMUNITYMANAGER.COM CARTER GIBSON, USERVOICE 47
  • 48. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?“ on’t be afraid to experiment D with different types of content, but always remember to give “ALWAYS keep separate your communities the credit they apps for personal & deserve. Also, don’t take feedback professional twitter. ;)” personally - it’s all part of growing SHANNON HUNTER, CAPITAL C and becoming a better brand voice.” STEPH PARKER, NEIMAN 48
  • 49. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ isten. Listen to your community, L“ ou have to constantly learn and Y listen to your co-workers, listen adopt. One piece of advice I got early to management. You’ll learn a on was that if something doesn’t lot about your company and a work, try something different. Don’t lot about the community you’re fear failing, embrace it.” starting to manage.” SHERAZ BHATTI, CITELIGHTER MAC SLAVIN, PROFESSIONAL BULL RIDERS 49
  • 50. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ top worrying about how every S hour of your day should be spent,“ est. Never assume you know what T and focus on getting to know or how your community will react. the community. Schedule calls Try new things and develop those with everyone who will speak to that work and learn from the ones you. Meet with people in person that don’t.” when possible. Focus on building TIM MCDONALD, HUFFINGTON POST/AOL relationships above all else.” JENNIFER GRAYEB, AETNA 50
  • 51. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ ou’re going to fail a lot. That’s Y okay. Embrace it. Don’t be afraid of inactivity. If you don’t post“ dentify the short term goals you I anything, because you’re worried can achieve in your new role and that no one will respond, then stick to them. You’re going to be you’re guaranteed to fail. And start pulled in a lot of different directions, simple. Communities don’t happen which is ok, just make sure you over night and you don’t need a have your own set of tasks that you grand strategy to make it work. can measure yourself against.” Just start by genuinely caring and NICK CICERO, LIVEFYRE talking with one person, then two people, three, etc.” DAVID SPINKS, FEAST 51
  • 52. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ efore you invest any time in B coming up with a build road map, spend your first month engaging“Get ready to realize just and getting feedback from the how many crazies there existing community. The amount of R&D you can get from them in are out there.” that first month, will set you up forADAM WEITNER, EDELMAN success 4-5x compared to where you started.” RYAN COX, COX CONSULTING 52
  • 53. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ e open to learning new skills: B data analysis, video editing, event“ ommunity is mix of top-down and C planning...whatever it takes to bottom-up preference. Your job is to engage, analyze and report on your align your corporate goals with your community building efforts. Take customers want in a manner that the time to learn what happens establishes balance. Make sure you in every functional area of your know how success is measured, organization, and create open lines and when in doubt, listen.” of communication with people - the RYAN RUTAN, JIVE SOFTWARE more you know about what is going on, the better you will be at your job.” KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL 53
  • 54. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ fully expect the term “Community I Manager” to not be *AS* prevalent as it is as this moment. Much“ o build a community, you must not T like how developers distinguish be afraid to get off the computer, go themselves by what part they work out and talk to people offline and on or what languages they know, develop genuine relationships.” you’ll see community folks start to CONNIE CHANG, GOGOBOT diversify by title and have incredible skill sets in certain areas.” JENN PEDDE, 2U, INC. & THECOMMUNITYMANAGER.COM 54
  • 55. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?“ ind yourself a professional network F “ was given this advice when I first I for support and development. started and it didn’t make sense Interview all company stakeholders until a few months after I started, (& make friends during the of course, hindsight is always process). Identify key business 20/20. But always remember, it’s goals. Develop a strategy to reach a marathon, not a sprint. There those goals, Get to work, Measure/ are times when you want to be Analyze/Report. Tweak. (Oh, and everything to everyone and you learn how to juggle. ;).” simply cannot. You have to prioritize HILLARY BOUCHER, your time and determine what makes THE COMMUNITY ROUNDTABLE sense for you and the business.” LEILA NAJAFI, EVENTBRITE 55
  • 56. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ think the future is optimistic. I“That when I say I think the HR department of many corporations should embrace “Community Manager” community management the way people say “Oh awesome!” start ups do and adapt it. It will instead of “Oh, awesome... help driver users and keep your what’s that?” ;)” biggest fans happy. Just my guessCARTER GIBSON, USERVOICE (or vision).” SHERAZ BHATTI, CITELIGHTER 56
  • 57. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ believe that the Community I“ ommunity management will C Manager will enter the C-Suite as a become an important skill in Chief Community Officer, or a similar the sociology of the Internet. It role. Since Community Managers will stop being just a marketing touch everything from product to practice and it will be needed customer service to marketing, to organize information and to there are few people suited to lead produce knowledge that will boost the customer experience from the economic growth.” top down moving forward.” GRISELDA CUEVAS, GREEN LOVESEAT NICK CICERO, LIVEFYRE 57
  • 58. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?“ ommunities have existed since C the beginning of time, and the core concepts that make a community survive have always “ believe that community I been the same. The future will be management will become the no different. What I think we’ll see practice and application of customer in the future is more companies retention, whereas marketing will placing value on community, hiring continue to acquire new customers.” senior level community experts, TERA KRISTEN, COMMUNITY BUILDER and starting companies with community at their core.” DAVID SPINKS, FEAST 58
  • 59. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?“ ommunity management will split C into several different specialties with distinct and only vaguely related skill sets. As such we’ll “Either we’ll fail to differentiate continue to see a diversification ourselves and become a of our job titles and companies marketing lackey, or we’ll bloom will start to hire for specific into a real department and help purposes and against specific make or break brands.” needs. Eventually we will become EVAN HAMILTON, USERVOICE embedded at every level of our respective businesses.” ALASTAIR SIBLEY, KETCHUM 59
  • 60. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ n future I think there will be smaller I and more specialized communities,“ ess centralized, more distributed. L so an important Community Communities live in fragments Manager skill will be mapping all and sections as much as they this communities, placing a brand in do in collections. You can create a strategic way and creating content community in a single interaction.” appropriated to more expert users.” MATTHEW KNELL, AOL PAOLA SANGIOVANNI, PINTEREST ITALY 60