Innovative Disruptor - The Community Manager

Innovative Disruptor aka Community Manager
Connie Bensen
@cbensen
May 26, 2010

Social Media in the Enterprise
The Organization
The Role
Reporting
Key Performance Indicators
Salary

The Organization

Culture Shift
Community Needs
Ecosystem
Support
Facilitation
Arbitration
Empowerment
Resources

Community Needs

Ecosystem

Support

Facilitation

Arbitration

Empowerment

Resources

The Role

Responsibilities & Goals of Community Manager Role
1. Online Marketing, Outreach Strategies & Building Brand Visibility
2. Public Relations
3. Customer & Technical Support
4. Product Development & Quality Assurance
6. Internal Web 2.0 Ambassador
7. Reporting
8. Goal Setting & Professional Development
http://conniebensen.com/2009/02/28/community-manager-responsibilities-and-goals/

Communicator

Translator

Leader

Bridge

Explorer

Educator

Get to Know Your Customers
Listen
Understand your customer segments
Create a Strategy
Interact with them! Go to where they are at
Build relationships creating word of mouth
Identify advocates and provide support
Encourage peer support
Interact with influencers

Create an Inbound Strategy
Share Your Story
Create Interesting Content
Add Value & Provide Resources
Syndicate your content – help it grow legs
Widgets (Slideshare.net)
LinkedIn, Facebook
SocialMediaToday.com, MyVenturePad.com
Lead generation – Twitter, LinkedIn, Facebook

Reporting

Everything is
Measurable

Set Goals to Measure
Bring outside ideas into organization
Generate more word of mouth
Increase customer loyalty
Increase product/brand awareness
Improve new product success ratios
Improve public relations effectiveness
Reduce customer acquisition costs
Reduce customer support costs
Reduce market research costs
Reduce product development costs
Tip – Choose 1 or 2 to start with

Monthly Reporting
Report on Objectives
established from goals of the position
Qualitative
Trends in members, topics, discovery of new communities
Quantitative
Benchmark based on previous report
Web Analytics
unless someone else is tracking them
Recommendations
Based on interactions with customers

KPI’s

Customized KPI’s
Social Reach Indicators
Alterian generated content
views on Slideshare, whitepaper downloads
Blog subscriptions
Community Health Indicators
Volume of conversations about Alterian products
Social Influence/Reputation Indicators
Reach of participation in:
speaking, training customers/staff, collaborations

Salary

Resources
Peter Kim’s Wiki of Social Media Marketing Examples
http://wiki.beingpeterkim.com/
Groundswell by Charlene Li and Josh Bernoff
Measuring Public Relationships by Katie Delahaye Paine
Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge
Personality Not Included by RohitBhargava
Trust Agents by Chris Brogan & Julien Smith

Connie Bensen
@cbensen
conniebensen@gmail.com
Blog - CommunityStrategist.com
Presentations – slideshare.net/conniebensen
Director of Community Strategy & Social Media, Alterian

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Innovative Disruptor - The Community Manager

by Connie Bensen on May 27, 2010

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Innovative Disruptor - The Community Manager — Presentation Transcript