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Joe Cothrel, Chief Community Officer<br />Community Management 2.0:Managing the Customer Network<br />
A transformation affecting every business<br />Interact<br />Listen<br />Respond<br />1995-2005<br />2005-2015<br />2015-2...
We’re not talking about the role of the community manager.<br />
It takes a company<br />Community-Specific Roles<br />Business Roles Involved with Community<br />Analyst<br />Community M...
Community Management 1.0<br />
The strategy debate is morphing into the governance debate.<br />
Issue and opportunity management<br />SME<br />Com<br />Mgr<br />Marketing<br />RESOLVE<br />CONFIRM<br />Mod<br />Support...
“Many of us have been somewhat sporadic in the development of the practices required to fully exploit the capabilities of ...
The Customer Network<br />Social Web Connect<br />Forums<br />Ideas<br />Organization Website<br />Tribal Knowledge<br />b...
But none of this is possible for long if we don’t have the tools.<br />
Some ideas you'll be seeing<br />
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Community Management 2.0 - LiNC 2010

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Transcript of "Community Management 2.0 - LiNC 2010 "

  1. 1. Joe Cothrel, Chief Community Officer<br />Community Management 2.0:Managing the Customer Network<br />
  2. 2. A transformation affecting every business<br />Interact<br />Listen<br />Respond<br />1995-2005<br />2005-2015<br />2015-2025<br />Enabling interaction so that customers can help each other.<br />Listening to customers to better understand their experiences and needs.<br />Dynamically creating products and processes in partnership with customers.<br />
  3. 3. We’re not talking about the role of the community manager.<br />
  4. 4. It takes a company<br />Community-Specific Roles<br />Business Roles Involved with Community<br />Analyst<br />Community Manager<br />Community Marketing Manager<br />Community Moderator<br />Community Strategist<br />CRM and Community Manager<br />Digital Strategy<br />Director, Community<br />Director, Social CRM<br />Forum Administrator<br />Global Community Manager<br />Manager, Global Social Media Strategy<br />Customer Marketing<br />Customer Support Representative<br />Director Customer Support <br />Director of Marketing<br />Director, Customer Operations<br />Director, Product Development<br />Ecare Manager<br />eSupport Manager<br />Manager, Communications <br />Manager, Customer Acquisition<br />Manager, eBusiness Marketing<br />Manager, eCommerce <br />Manager, Technical Assistance<br />Manager, Global Social Media Strategy<br />Manager, Social Media<br />Program Manager<br />Project Manager<br />Senior Community Specialist<br />Social Business Manager<br />Social CRM Evangelist<br />Social Media Manager<br />Social Media Marketing Manager<br />Social Media Policies Manager<br />Social Media Strategist<br />VP, Community Development<br />MarCom Manager<br />Marketing Manager<br />Marketing Program Manager<br />Product Manager, Support and Learning<br />Program Manager, Customer Advocacy<br />Senior Director, Marketing<br />Senior Manager, eService Strategy<br />Senior Product Manager<br />Senior Training Developer<br />Site Experience Manager<br />Web Marketing Director<br />Web Project Engineer<br />Titles of attendees of the 2010 LiNC Conference<br />
  5. 5. Community Management 1.0<br />
  6. 6. The strategy debate is morphing into the governance debate.<br />
  7. 7. Issue and opportunity management<br />SME<br />Com<br />Mgr<br />Marketing<br />RESOLVE<br />CONFIRM<br />Mod<br />Support<br />PR<br />Product<br />Legal<br />Sales<br />EVALUATE<br />IMPROVE<br />Social Web<br />Community<br />Company<br />CONFIRM<br />RESOLVE<br />RESOLVE<br />CONFIRM<br />TIME<br />RESOLVE<br />CONFIRM<br />RESOLVE<br />CONFIRM<br />KEY<br />
  8. 8. “Many of us have been somewhat sporadic in the development of the practices required to fully exploit the capabilities of these new foundations.”<br />The Power of Pull<br />
  9. 9. The Customer Network<br />Social Web Connect<br />Forums<br />Ideas<br />Organization Website<br />Tribal Knowledge<br />base<br />Blogs<br />Blogs<br />Blogs<br />Chat<br /> Content Moderation & Monitoring<br />Your <br />Company<br />Listening Engine<br />Reputation Management<br />Home Base<br />Priority: 1, Time Budget: ~50%<br />Outposts<br />Priority: 2, Time Budget: ~40%<br />Passports<br />Priority: 3, Time Budget: ~10%<br />Source: Bill Johnston<br />
  10. 10. But none of this is possible for long if we don’t have the tools.<br />
  11. 11. Some ideas you'll be seeing<br />
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