WOM COMM Community Management Online Certificate Program Overview

Session: The Community Manager Certificate Program Community Manager The Most Important Role You ’ve Never Heard Of Speakers: Jim Storer – The Community Roundtable Kathy Baughman – ComBlu Kathy Baughman – ComBlu

More About Jim Jim Storer Principal and Co-founder The Community Roundtable @jimstorer @TheCR

More About Kathy Kathy Baughman Principal and Co-founder ComBlu @ComBlu Lumenatti.comblu.com

Session Agenda
Brief Overview of Certificate Program
Need for the program
What is community management
Community management best practices
Introducing the first course work
Questions and Discussion

The Community Management Certificate Program

Community Manager Certificate Program
Co-developed by WOMMA, The Community Roundtable and ComBlu
As brands add community to marketing mix, there ’ s an increase in the need for skilled and experienced community managers:
Very few people with expertise
Need to either:
Find someone who knows the business and teach them community management skills
Recruit someone who knows community but does not have product or brand expertise

Community Management Certificate Content Roles Member Relations Growth Engagement Measurement Content Moderation Reputation Management Off-site Integration

Why is the Certificate Program Important?

Community Maturity Model TM Strategy Leadership Culture Community Management Content & Programming Policies & Governance Tools Metrics & Measurement Stage 1 Hierarchy Stage 2 Emergent Community Stage 3 Community Stage 4 Networked Familiarize & listen Command & control Reactive None Formal & structured No guidelines for UGC Consumer tools used by individuals Anecdotal Participate Consensus Contributive Informal Some UGC Restrictive social media policies Consumer & self-service tools Basic activities Build Collaborative Emergent Defined roles & processes Community created content Flexible social media policies Mix of consumer & enterprise tools Activities & content Integrate Distributed Activist Integrated roles & processes Integrated formal & user-generated Inclusive ‘ Social’ functionality is integrated Behaviors & outcomes

Case Study: Community Manager Growth 2005 2006 2007 2008 2009 2010 2011 2012 0 10 30 40 20 50 Company A Company B Company C Company A = 2008, B2C, Customer Support Company B = 2009, B2B, Evangelism/Support Company C = 2009, B2C, Private Client Support

Case Study: Community Manager Growth 2005 2006 2007 2008 2009 2010 2011 2012 0 10 30 40 20 50 Company A Company B Company C Demand for CM expertise depends on maturity, segment, application and industry

Supply and Demand for Community Managers 2008 2009 2010 2011 2012 2013 2014 2015 0 ? Supply Demand We expect demand for CM expertise will outstrip supply for the foreseeable future.

What is Community Management?

Community Management is the Discipline of Ensuring Productive Communities
Responsibilities
Define scope, ideal outcomes and boundaries
Ensure participants receive more value than they contribute
Promote, encourage and reward productive behaviors
Discourage and limit destructive behaviors
Facilitate constructive disagreement and conflict
Advocate for the community and its members
Monitor, measure and report
Marshal internal advocates, resources and support
Manage tools and member experience

What is Community Management?
Visible
Managing content (publishing, curating, tagging)
Updates
Blog posts
e-books/white papers
Pictures
Videos
Podcasts
Managing events
Welcoming new members
Participating judiciously in conversations
Reaching out to third party influencers, partners, media
Communicating changes to policies, tools, programming, etc.
Behind the Scenes
Back-channeling with members to encourage participation
Building relationships with key members
Taking issues offline
Working with internal advocates to plan mutually beneficial programming
Planning programming/campaign calendar
Collaborating internally
Managing technology issues
Communicating value and benefits of community internally

What Makes a Good Community Manager?
Skills
Communication
Ability to match brand ’s personality
Understanding of human behavior/motivations
Relationship building
Conflict resolution
Project management
Moderate technical aptitude
Attributes
Love of people
Judgment
Tempered enthusiasm
Empathy
Adaptability
Self-awareness

What are the Risks of Not Having Community Management?

Community: Measurable But Not Direct Investment Community Manager’s Dream Scenario: Positive return takes time, but growth (and return) is eventually exponential. More Typical Community Scenario: Early ROI and moderate success. “ Shiny Object” Scenario: Early and steady ROI suggests to leaders “we’re successful” and resources are allocated to the next shiny object. Tough to recover. How do we get to this scenario?

Example: Community Management

http://www.flickr.com/photos/jcolivera/2809988605/ Ghost Town

http://www.flickr.com/photos/pedjap/74410434/ Land of 1,000 Flowers

http://www.flickr.com/photos/thomasfordmemoriallibrary/3467799183/ Drama Central

http://www.flickr.com/photos/gordontarpley/1481380410/ A Circling Storm

http://www.flickr.com/photos/swirlingthoughts/162016762/ A Clique

Key Take-Aways
Focus on business goals
Understand the target audience/member
Build value for all constituents (what’s in it for them?)
Understand the role and value of community management

How are Online Communities Performing?

State of Online Branded Communities Third Annual Study November 2011 Sponsored by ComBlu

Overall Report Stats
Three more industries
Enterprise Resource Planning (ERP) is net-new
Divided insurance and healthcare into sub-industries
14 more companies than last year
Joined 10 more communities

Community Pillar Breakdown Note: Many communities had multiple pillars, so sum will not equal the total number of communities. 75% = Advocacy 20% = Feedback 33% = Support

Study Aha ’s
Surprises
No huge gains year over year in best practice adoption
Fundamental changes to study sample
Community management is a difficult skill set to find
High Performers (42 or more points) stayed flat at 33%
Content practices not as high as expected
Only two had over 90% adoption (featured content and content aggregation)
User reviews (most closely associated with VOC) dropped from 54% to 27%
Good News
Engagement tools increased from 76% to 96%
Much better job of matching mission and engagement approach
Better sunsetting practices
Some brands are integrating gamification engines across multiple properties
More brands are incorporating multiple engagement pillars in community strategy

Missed Opportunities
Rewards and Recognition: Up to 43% from 39% last year
NBC ’s FanIt/myNBC Community is a great model of an integrated rewards platform across multiple NBC communities.
EA offers a traveling navigation bar that follows members cross-properties.
Some brands, such as P&G, align rewards to purchase, requiring consumers to enter a product code. While we believe P&G could also award “community points,” this method gets to ROI of driving purchase behavior.
Mobile
Not yet on the study ’s best practice list; started to note use of mobile to extend community beyond desktop.
16%, or 40 of the 251 communities, we scored offered a mobile community app.

Missed Opportunities
Recommendation Engines
Automated way to configure a combination of the consumer ’s buying habits, product reviews and information from others with similar purchasing patterns to recommend other products that the person may enjoy or need.
Amazon uses a recommendation engine to recommend such diverse purchases as building supplies and baby clothes.
“ People who bought this forklift strap also bought this two-person lifting dolly. ”
Advocates
Still only 20% adoption rate

Brands That Get It: General Mills
Good model for recruiting customer advocates
Pssst… and MyGetTogether stimulates product trial and story sharing
Lengthy registration and surveys capture deep profile info
Outreach to members when new opportunities arise to try products or host get-together

Overall Classification
Cohesive Strategy increased from 33% to 41%
Majority of brands still in Experimentation Phase
Big drop in Community Ghost Towns

2011 Top Performers
No brand = Highest scoring tier
Minimum score: 57
Verizon just missed
HP
AT&T
33% of brands in study are High Performers
All are Cohesive Strategy
Kimberly-Clark
Activision
Brands that fell off:
Three new brands on the list:
SAP (new to study)
Intel (new to study)
Xbox

2011 Contenders
19 brands = Contenders
Between 42 and 49 points
JetBlue Airways and Intuit also on most improved list
Technology and gaming industries had the most High Performers (42 to 56) and Contenders, followed by Entertainment and Retail industries

Average Best Practice Use Overall
Community manager (CM) lost a few points since last year:
Studies show that CM increases engagement; still missed opportunity
Good news, too:
Jump in content aggregation
Mission appropriate engagement
Personal dashboards
User reviews and user-generated content (UGC) took nosedive from 54% to 27%:
One of biggest stimulants of preference

Best Practice Use by Top Scorers
Only seven best practices (BPs) ≤ 74% adoption rate
Low rate (42%) of contests and campaigns may mean more meaningful interaction
Advocates adoption is higher than entire sample (53% vs. 20%), still potential
Content aggregation = 95% vs. only 32% among last year ’s top five. Important activity for decision journey; other content practices also had high usage:
New/featured content
Personal dashboard
Content rating/ranking
Content tagging
Content customization
Faceted search
SAP Bravo EA Intel Verizon

Brands That Get It: EA Tied With SAP as Second Highest Scorer Overall Personalizes experience and offers SSO Fun and captivating engagement (e.g., leaderboards, avatars, videos, etc.)

Brands That Get It: EA Offers sub-portals for game types such as sports Surfaces appropriate forums on game-specific pages and offers centralized, searchable hub for all forums

Best Practice Adoption by Pillar
20% are Feedback communities
Important BPs for Feedback:
Polling
Rating/ranking
Forums
Leaderboards
Personal dashboard

Brands That Get It: Starbucks zz
Leaderboards
zz Forums zz Polling zz
Personal dashboard
zz
Rating/ranking

Support = 33% of communities
46% = Advocates; big miss for support
Rewards and recognition and leaderboards both low for support
76% = Content rating; critical for support experience

User Profile (top) 1 2 3 1 2 3 4 5 6 Brands That Get It: Verizon User Profile (bottom) Support Communities = Core Strategy
Detailed user profile tracks recent member activity and Kudos
Displays member stats and badges earned
Rollover feature allows members to easily view other members ’ profile stats
Shows member ’s friends and their availability (offline/online)
Displays member ’s tagged content
Member ’s recent posts and messages are linked to the original discussion
1 2 3 4 5 6

Active forums with thousands of views
Live Twitter stream shows Verizon support team actively responds to questions
Top taggers leaderboard, top kudoed posts and recent solutions to member issues
Forum Forum Sidebar (top) Forum Sidebar (bottom) 1 2 3 1 2 3 Brands That Get It: Verizon

Some best practices that drive affinity showed low adoption rates:
Community manager was the lowest in this pillar at 43%
Leaderboards and rewards and recognition were also the lowest in this pillar; both practices are high return motivators and could help boost longer-term engagement
Content customization was also very low; the ability to self-curate the members ’ community experience impacts time spent in the community and return visits
75% = Advocacy communities

Home Page “ Top Chef Just Desserts” “ Millionaire Matchmaker”
Single login
One gateway to every show on Bravo
Each show has its own page that offers visitors consistent engagement tools, setup, rich media and navigation
Brands That Get It: Bravo
Ritualized experiences:
Common ways to engage cross-property
Integration across multiple social assets

Brands That Get It: Bravo (continued)
Talk Without Pity tab aggregates all Twitter conversations about a specific show
Get-Glue functionality via Twitter
Check in while watching shows
Live chat with other viewers
Multiple screen engagement

Percent of Communities with High, Medium, Low Activity by Industry – 2011
Telecommunications and Entertainment Industries both consistently had high activity levels
Travel and Hospitality Industry also high
High activity in Health Insurance Industry was surprise:
Wellness education and policy support

Social Media Integration by Industry NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.

Overview of the Community Management Certificate Program

Community Specialist
(entry-level position)
Community Specialist module covers :
Contextual topics like market trends, strategy, and culture
Tactical responsibilities related to content development, moderation, enforcing policies, and measuring success.
Community Manager
(mid-level position)
Community Manager module covers:
Operational aspects of a community with the strategic vision that delivers business results.
Builds on the implementation learnings from the Specialist Level
Thought processes behind the creation of ROI modeling and executive presentation of a strategy.
Community Strategist (senior community and social engagement strategist)
Community Strategist module raises the level of thought from implementation to strategic vision. Provides process to:
Evaluate existing efforts
Establish a vision for the future and align with multifaceted business needs
Build the accompanying business case
Champion the community across business units
Three Levels

Community Specialist Curriculum Topic Presenter/Author Market Context & Program Management Rachel Happe, The Community Roundtable - Presenter & Author Jam Delcambre, AT&T - Presenter Leigh Mutert, H&R Block - Author Strategy, Leadership, & Culture Lauren Vargas, Aetna – Presenter and Author Tonya Hornsby, P&G – Author Tools Dawn Lacallade, Independent – Presenter & Author Content & Programming Cindy Meltzer, Isis Parenting – Presenter & Author Policies & Governance Tamara Littleton, eModeration – Presenter Wendy Christie, eModeration & Tia Fisher, eModeration - Authors Metrics & Measurement Misti Crawford, CSC – Presenter & Author Elena Elena Benito-Ruiz, Ubikuos – Author Community Management Kathy Baughman, ComBlu – Presenter & Author Becky Carroll, Petra Consulting Group – Presenter

How to Register Every Tuesday and Thursday Starting January 24 th – February 16 th When? Events & Education WOMMA.org Certification webinars will be held: Go to:

Watch for More Info at: womma.org community-roundtable.com comblu.com

Download the report at: http://community-roundtable.com/socm-2011/ Download the report at: http://comblu.com/news/thought-leadership/the-state-of-online-branded-communities-2011.aspx Download the Reports

Contact Info
Jim Storer
Principal & Co-Founder
The Community Roundtable
Twitter: @jimstorer
Email: jim@community-roundtable.com
Kathy Baughman Principal & Co-Founder ComBlu Twitter: @ComBlu Blog: Lumenati.comblu.com Email: kbaughman@comblu.com Kristen Smith Executive Director WOMMA Twitter: @WOMMA Email: kristen@womma.org

WOM COMM Community Management Online Certificate Program Overview

by Word of Mouth Marketing Association on Jan 03, 2012

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WOM COMM Community Management Online Certificate Program Overview — Presentation Transcript