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From broadcast to engagement: developing actionable community management strategies Megan Murray
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From broadcast to engagement: developing actionable community management strategies Megan Murray

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  • 1. From Broadcast to Engagement: 
 Developing Actionable Community Management Strategies" June 5th, 2012"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 2. Community Management represents a shift in approach; from behind-the-scenes site administration to engagement, a vital element of a healthy social environment."@meganmurray "" #sbf12" www.moxiesoft.com"
  • 3. 50-60% of employees " are disengaged*" *Blessing & White 2011, McKinsey 2008/2010"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 4. What percentage of organizations " are disengaged from their " employees and customers? "@meganmurray "" #sbf12" www.moxiesoft.com"
  • 5. Social is a Relationship" Healthy! Challenged! "   Listening" "   Content Centric" "   Participating" "   Us & them perspectives" "   Rewards suited to community "   No/Slow response" culture" "   No/Little participation " "   Responsive evolution of resources, " experiences" Build  a  relevant  environment  of  people  engagement  to  support  adop3on  @meganmurray "" #sbf12" www.moxiesoft.com"
  • 6. Programmatic Engagement" Communicate, support, capture & respond to feedback." " Build relationship, discover opportunities for growth through measurement and sentiment. " " Extend control & contribution, empowering others to help. Rewarding them when they do." " Measure and understand sentiment - promote use stories, wins/recoveries, exceptional use, and members"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 7. What does it look like? "@meganmurray "" #sbf12" www.moxiesoft.com"
  • 8. Johns Hopkins, Armstrong Institute: 
 Forming of new team & processes" •  New teams, focused on patient safety & quality grant management & education" •  New to one another" •  Managing grants, training, and developing operational norms" "@meganmurray "" #sbf12" www.moxiesoft.com"
  • 9. Turner Broadcasting: 
 CNN Story Coverage" •  14+ Individual email groups across news desks, web properties, journalists" •  Managed by 1-2 people weekly" •  Duplicative research, effort, cost expended on coverage"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 10. Indigo Books:
 Communications & feedback 
 with 100+ stores across Canada
 " •  Support of a new loyalty initiative which required meaningful exchanges across locations" •  Improve training efficiency" •  Store to store connection"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 11. Take Aways" •  Plan a rhythm of participation which includes diverse voices, interactions, calls to action, responses - focused on business and member need" •  Demonstrate listening & response by acting on member feedback openly, rapidly"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 12. Best Practices Donʼt Work" Build a meaningful relationship:" •  Listen, practice empathy" •  Participate" •  Be Open, Fallible, Human" •  Demonstrate a rhythm of connection" •  Delivering pragmatic, needs-based value"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 13. The Community Roundtable 
 http://community-roundtable.com/" Global community, programming & training for community managers" ! ! The Community BackChannel ! https://www.facebook.com/cmtybc" Peer group for community managers & those interested in community"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 14. Questions"@meganmurray "" #sbf12" www.moxiesoft.com"
  • 15. THANK YOU!"@meganmurray "" #sbf12" www.moxiesoft.com"