The FIRM
September 2013
Like. Follow. Connect. Recruit.
Adding value through
community management.
150%
Source: Dun & Bradstreet 2012
Community management is
relevant to us all
What is community
Community is
NOT...
LINKEDIN
MY SPACE
BLOGS SOCIAL MEDIA
TWITTER
FACEBOOK
RSS
PROFILES
VIDEOS
PODCASTS
Community
IS...
DISCUSSIONSPEOPLE
EMERGENT
SUPPORT
PASSIONMISSION
ORGANIC
AFFINITY
IDEAS
PURPOSE
VOICES
NETWORKING
EMPATHYALIGNMENT
AFFINI...
Community
A group of people with unique shared
values, behaviours and artifacts
Things that define
community
1. A common interest or context
2. A sense of shared purpose and fate
3. A common set of needs
Why use community
1. Information travels faster
2. Shared ownership and commitment
3. Maximize investments
4. Reduce costs
Business goals determine ideal
size for a community
ONLINE COMMUNITIES
GROUPS
COMMUNITIES
NETWORKS
SIZE
DENSITY OF RELATIO...
Social media management and community
management are not the same
SOCIAL MEDIA MANAGEMENT COMMUNITY MANAGEMENT
Communities mature and change
TIME
IMPACT
BEHAVIOUR
CHANGE
PULL
GROWTH
SATURATION
What is community
management
Community management is the discipline
of ensuring productive communities
Responsibilities
• Define scope, ideal outcomes a...
Theicebergeffectof
communitymanagement
Visible
• Managing Content (publishing, curating, tagging)
Updates
Blog Posts
ebook...
Theicebergeffectof
communitymanagement
Behind the scenes
• Understanding members
• Back-channeling with members to encoura...
What are the risks of
not having community
management?
Ghosttown
Landof1,000flowers
Dramacentral
Acirclingstorm
Aclique
Pileoftools
Moneytoburn
What makes a good community manager?
Skills
• Communication
• Ability to match brand’s personality
• Understanding of huma...
Link in to a
resourcing strategy?
• Hiring Objectives
• Quality Candidates
• Greater Efficiency
• Lower Costs
How do you build a
thriving community
Observeyouraudience
Keeparegularschedule
1 2 3 4 5
6 7 8 9 10
12 13 14 15 16
17 18 19 20 21
22 23 24 25 26
27 28 29 30 31
Bewelcoming
Provideaguide
Bevaluable
Beaconnector
Alwayshavesomething
interestingtosay
@*%$:-)
HaveRules
LeadFromtheBack
Encourageyourfans
Bepreparedto
ridethestorm
Don’tignore
Bemulti-modal
Protectyourherd
Community management
within recruitment
Communitycentricrecruitment
Employees
Talent
Alumni
Graduates
Other
Emplo
yeeReferral Talent
pipeliningGraduateengagementA...
Community referral - ROI
Responsibilities
• Referrals are No. 1 Source of Hire in US (30%
- 60%
of hires)
• Referral hires...
Talent pipelining – ROI
• Quality rather than quantity
• Long term, sustainable relationships
• Harder to find niche roles
...
Case study – Eversheds Law Firm
Winner: ‘The Lawyer’
‘most innovative recruitment’ award.
• 3,000 employees in 10 countrie...
Case study – London 2012 (LOCOG)
• Processed over 200,000 applications and made 8,300 hires
• Used CM to target the unempl...
Examples of community management
have launched Facebook groups to increase the
rate of job referrals for potential candida...
Examples of community management
• Each jobs page has been equipped with social sharing buttons
for LinkedIn, Facebook and...
Examples of community management
• Collected over 850 technology career enquiries at recent
Campus Party event in O2 arena...
Companies using community management
Key take aways
1. Community Management within
Recruitment remains a minority activity
2. It’s not an alternative to curren...
Let’s continue the debate
1. SMRS is currently undertaking quantitative
research into how community management
is being de...
Any
Questions?
Thank you.
Serge Sergiou | Head of Online | serge.sergiou@smrs.co.uk
Acknowledgements
This presentation was inspired by The Community Round Table paper -
“Community Management Fundamentals” -...
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#FIRMday Manchester 27 Sept 13 Adding Value Through Community Management - Serge Sergiou, SMRS Ltd

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#FIRMday Manchester 27 Sept 13 Adding Value Through Community Management - Serge Sergiou, SMRS Ltd

  1. 1. The FIRM September 2013 Like. Follow. Connect. Recruit. Adding value through community management.
  2. 2. 150% Source: Dun & Bradstreet 2012
  3. 3. Community management is relevant to us all
  4. 4. What is community
  5. 5. Community is NOT...
  6. 6. LINKEDIN MY SPACE BLOGS SOCIAL MEDIA TWITTER FACEBOOK RSS PROFILES VIDEOS PODCASTS
  7. 7. Community IS...
  8. 8. DISCUSSIONSPEOPLE EMERGENT SUPPORT PASSIONMISSION ORGANIC AFFINITY IDEAS PURPOSE VOICES NETWORKING EMPATHYALIGNMENT AFFINITY DISCUSSIONS EMPATHY PASSION AFFINITY
  9. 9. Community A group of people with unique shared values, behaviours and artifacts
  10. 10. Things that define community 1. A common interest or context 2. A sense of shared purpose and fate 3. A common set of needs
  11. 11. Why use community 1. Information travels faster 2. Shared ownership and commitment 3. Maximize investments 4. Reduce costs
  12. 12. Business goals determine ideal size for a community ONLINE COMMUNITIES GROUPS COMMUNITIES NETWORKS SIZE DENSITY OF RELATIONSHIP COLLABORATION ADVOCACY EXPERTISE LOCATION AWARENESS INNOVATION Q & A COMPLEXITY OF DESIRED OUTCOME
  13. 13. Social media management and community management are not the same SOCIAL MEDIA MANAGEMENT COMMUNITY MANAGEMENT
  14. 14. Communities mature and change TIME IMPACT BEHAVIOUR CHANGE PULL GROWTH SATURATION
  15. 15. What is community management
  16. 16. 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 behaviours • Discourage and limit destructive behaviours • Facilitate constructive disagreement and conflict • Advocate for the community and its members • Monitor, measure and report • Marshall internal advocates, resources and support • Manage tools and member experience
  17. 17. Theicebergeffectof communitymanagement Visible • Managing Content (publishing, curating, tagging) Updates Blog Posts ebooks & white papers Pictures Videos Podcasts • Managing Events • Welcoming new members • Participating in conversation • Reaching out to 3rd party influencers, partners and media. • Communicating changes to policies, tools, programming etc
  18. 18. Theicebergeffectof communitymanagement Behind the scenes • Understanding members • Back-channeling with members to encourage participation • Building relationships with key members • Taking issues off line • Working with internal advocates to plan mutually beneficial programmes • Program planning • Collaborating internally • Managing technology issues • Communicating value and benefits of community internally • Measuring & monitoring progress
  19. 19. What are the risks of not having community management?
  20. 20. Ghosttown
  21. 21. Landof1,000flowers
  22. 22. Dramacentral
  23. 23. Acirclingstorm
  24. 24. Aclique
  25. 25. Pileoftools
  26. 26. Moneytoburn
  27. 27. What makes a good community manager? Skills • Communication • Ability to match brand’s personality • Understanding of human behaviour/motivations • Relationship building • Conflict resolution • Project management • Technology knowledge Attributes • Love of people • Judgement • Tempered enthusiasm • Empathy • Adaptability • Self awareness
  28. 28. Link in to a resourcing strategy? • Hiring Objectives • Quality Candidates • Greater Efficiency • Lower Costs
  29. 29. How do you build a thriving community
  30. 30. Observeyouraudience
  31. 31. Keeparegularschedule 1 2 3 4 5 6 7 8 9 10 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
  32. 32. Bewelcoming
  33. 33. Provideaguide
  34. 34. Bevaluable
  35. 35. Beaconnector
  36. 36. Alwayshavesomething interestingtosay @*%$:-)
  37. 37. HaveRules
  38. 38. LeadFromtheBack
  39. 39. Encourageyourfans
  40. 40. Bepreparedto ridethestorm
  41. 41. Don’tignore
  42. 42. Bemulti-modal
  43. 43. Protectyourherd
  44. 44. Community management within recruitment
  45. 45. Communitycentricrecruitment Employees Talent Alumni Graduates Other Emplo yeeReferral Talent pipeliningGraduateengagementAlumn icommunity
  46. 46. Community referral - ROI Responsibilities • Referrals are No. 1 Source of Hire in US (30% - 60% of hires) • Referral hires are 17% more productive • Referral hires are 20% faster to hire • Referral hires have 18% better retention • Referrals are most productive source of diversity • Consistency & visibility across entire organisation Improve productivity Reduced costs per-hire Retention
  47. 47. Talent pipelining – ROI • Quality rather than quantity • Long term, sustainable relationships • Harder to find niche roles • Relationships can be maintained with candidates from other campaigns • Far better candidate experience • Branded candidate experience
  48. 48. Case study – Eversheds Law Firm Winner: ‘The Lawyer’ ‘most innovative recruitment’ award. • 3,000 employees in 10 countries • Referrals, talent pipelines, graduates, alumni communities • Saved over £200,000 in 12 months • 52% of referred applicants given interviews • 1 out of 4 referred applicants hired
  49. 49. Case study – London 2012 (LOCOG) • Processed over 200,000 applications and made 8,300 hires • Used CM to target the unemployed and the young • Apps used to showcase jobs and help answer questions • Four large engagement events and monthly newsletters used to keep new recruits aware of what was expected of them as the games got closer
  50. 50. Examples of community management have launched Facebook groups to increase the rate of job referrals for potential candidates
  51. 51. Examples of community management • Each jobs page has been equipped with social sharing buttons for LinkedIn, Facebook and Twitter • Recruiters become part of the wider employment conversation and stimulate conversations about working for the company, its brands and the industry.
  52. 52. Examples of community management • Collected over 850 technology career enquiries at recent Campus Party event in O2 arena • Will use this community talent pool and employee referrals to pilot Community Management strategy • Identify innovators who can help shape company’s transition from telecommunications to technology
  53. 53. Companies using community management
  54. 54. Key take aways 1. Community Management within Recruitment remains a minority activity 2. It’s not an alternative to current hiring strategy it is an evolution 3. It can help maximize investments 4. Reduce costs
  55. 55. Let’s continue the debate 1. SMRS is currently undertaking quantitative research into how community management is being deployed within recruitment 2. Looking for participants to help us with the qualitative research phase 3. Looking to create a UK centric community management business model we can share with you at future meetings
  56. 56. Any Questions?
  57. 57. Thank you. Serge Sergiou | Head of Online | serge.sergiou@smrs.co.uk
  58. 58. Acknowledgements This presentation was inspired by The Community Round Table paper - “Community Management Fundamentals” - April 2012

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