Community Management

Presented by—
Lauren Vargas, Senior Community Manager, Radian6
Katie Morse, Corporate Community Manager, Radian6
Lauren Fernandez, Agency Community Manager, Radian6
Teresa Basich, Community and Content Manager, Radian6
6/28/10
- Copyright © 2009 Radian6
Redefining Community Management, Part 1How a supplemental role has grown into an essential part of business.

Redefining Community Management, Part 1
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The Radian6 Community Team Composition
The Front Lines: 1
The Engagement and Content Team: 7
The Bridge Team: 3
The Product Marketing Team: 3
“As a group, our Community Team represents a number of things: Some customer support, a bit of sales stewardship, content creation and subject matter expertise, promotion and support of our brand and platform, and bridging between our internal teams, external community, and all the pieces in between.”
-Amber Naslund, Director of Community, Radian6

3
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Ambassador
Past: Stewarded support and infrastructure issues and concerns to relevant internal teams and responses and updates to external community. Ambassadorship was on more of a micro community level rather than a macro community and business level.
Present:Stewards large community issues, pain points, needs, wants, and general feedback inside the walls of the organization. Also stewards company initiatives to community.
Future: Powerful, influential, and connected. Familiar to customers and internal teams, and are trusted to get things done and tell it like it is for benefit of community and brand.
Action Steps:
Act as a bridge.
Be the communication hub.
Create a Listening Grid.

4
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Storyteller
Past: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.
Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls.
Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.
Action Steps:
Align business objectives.
Develop progress reports.
Establish emotional investment.

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Face of the Brand
Past: Represented companywithin confines of the online community, not necessarily in a larger context (i.e., offline, across other forms of media).
Present: Represents brand message, promise, tone, and experience. We are the moving, dynamic face of our brand and everything it stands for.
Future:Brand will be represented by every employee. Faces of the brand will be human and diverse, not required to be on-brand 100% of the time or know all the answers but will be honest and multi-faceted.
Action Steps:
Develop Playbook.
Move beyond ego-centric discussion.
Establish offline relationships.

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Wrapping Up
Next Time: Day-to-Day/Tactics of Community Management
Questions? Comments? Give us a shout!
community@radian6.com
Or find us on Twitter:
@Radian6
@VargasL
@MissKatieMo
@CubanaLAF
@TeresaBasich

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Community Management

by Radian6 on Jun 28, 2010

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Community Management — Presentation Transcript