The Emerging Role of the Community Manager


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The deck I shared at the ASTD Learning 2.0 Conference on 4/29/11. @jimstorer

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The Emerging Role of the Community Manager

  1. 1. The Emerging Role of the Community Manager #ASTDL20
  2. 2. More about me Jim Storer Principal & Co-Founder The Community Roundtable @jimstorer­‐   #ASTDL20
  3. 3. What about you?­‐   #ASTDL20
  4. 4. The Community Roundtable1. A private peer network for social media, community andsocial business practitioners.!•  Weekly roundtable calls!•  Comprehensive library of best practices!•  Online community!•  Professional concierge services!•  Discounts to conferences and events!2. Advisory Services!3. Reports! h4p://­‐   #ASTDL20
  5. 5. Community Maturity Model TM Stage 1 Stage 2 Stage 3 Stage 4 Hierarchy Emergent Community Networked Community Familiarize &Strategy Listen Participate Build Integrate Command &Leadership Control Consensus Collaborative DistributedCulture Reactive Contributive Emergent ActivistCommunity Defined roles & Integrated roles & None InformalManagement processes processesContent & Formal & Some user Community Integrated formalProgramming Structured generated created content & user generated contentPolicies & No Guidelines for Restrictive social Flexible social InclusiveGovernance UGC media policies media policies Consumer tools Consumer & self- Mix of consumer & SocialTools used by service tools enterprise tools functionality is individuals integratedMetrics & Activities & Behaviors &Measurement Anecdotal Basic Activities Content Outcomes #ASTDL20
  6. 6. Community is NOT! #ASTDL20
  7. 7. Community IS! #ASTDL20
  8. 8. What Defines Community?1.  A common interest or context2.  A sense of shared purpose and fate3.  A common set of needs #ASTDL20
  9. 9. Why Use A Community Structure?1.  Networked structures speed information transfer2.  Shared ownership and commitment 3.  Maximize investments4.  Reduce costs #ASTDL20
  10. 10. Online Communities Vary by Size Online  Communi:es   Groups Communities Networks Size Density of Relationships #ASTDL20
  11. 11. What is Community Management?! #ASTDL20
  12. 12. Three Typical Roles1.  Community Moderator – Engages in listening and response on owned or third party sites, but is generally not involved in community strategies.2.  Community Manager – A senior position that can serve as the primary “face” of the community and may include some moderation duties. Owns the business goals. 3.  Community Strategist – A senior position that is the leader of community in a company or large organization. The role focuses on establishing the vision, building the business case and championing the community across business units. #ASTDL20
  13. 13. Community Management is the Disciplineof Ensuring Productive CommunitiesResponsibilities•  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, & support•  Manage tools and member experience #ASTDL20
  14. 14. A Sampling of TasksVisible Behind the Scenes•  Managing content (publishing, •  Back-channeling with members to curating, tagging) encourage participation –  Updates •  Building relationships with key –  Blog posts –  eBooks/whitepapers members –  Pictures •  Taking issues offline –  Videos –  Podcasts •  Working with internal advocates to•  Managing events plan mutually beneficial programming•  Welcoming new members •  Planning programming/campaign•  Participating judiciously in calendar conversations •  Collaborating internally •  Reaching out to 3rd party influencers, partners, media •  Managing technology issues•  Communicating changes to •  Communicating value and benefits policies, tools, programming, etc of community internally #ASTDL20•  Measuring and monitoring progress
  15. 15. What Are the Risks of Not Having Community Management?! #ASTDL20
  16. 16. Ghost Town
  17. 17. Land of 1,000 Flowers
  18. 18. Drama Central
  19. 19. A Clique
  20. 20. What Makes a Good "Community Manager?Skills Attributes•  Communication •  Love of people•  Ability to match brand s •  Judgment personality •  Tempered enthusiasm•  Understanding of human •  Empathy behavior/motivations •  Adaptability•  Relationship building •  Self-awareness•  Conflict resolution•  Project management•  Moderate technical aptitude #ASTDL20
  21. 21. How Do You Build a Thriving Community?! #ASTDL20
  22. 22. Observe Your Audience!
  23. 23. ScheduleKeep A Regular Schedule!
  24. 24. TextBe Multi-Modal!
  25. 25. ImageBe Valuable!
  26. 26. Be Notable!
  27. 27. Bring Catnip!
  28. 28. Have Rules!
  29. 29. Encourage Your Cheeseheads!
  30. 30. Ride The Waves!
  31. 31. Donʼt Ignore!
  32. 32. Protect the Fish!
  33. 33. Key Take-Aways•  Identify the desired business outcome•  Understand the target audience/member•  Build thick value for all constituents (transactional and long-term returns for participation)•  Understand the role and value of community management #ASTDL20
  34. 34. 2011 State of Community Management•  Market analysis•  Survey findings•  Compilation of practitioner lessons and practices•  Resources #ASTDL20
  35. 35. Community Maturity Model TM #ASTDL20
  36. 36. Key Themes 1.  Social Business Becomes A Strategic Imperative 2.  Interest in Community Management Has Increased 3.  The Community Management Discipline is Evolving 4.  A Lot of Confusion Remains #ASTDL20
  37. 37. Leadership! Key takeaway Community management isn t just a role – it s a perspective. Key takeaway 2. LEADERSHIPRecruit leaders who are willing to be pioneers.Key takeawayEducation is the key to success. Key takeaway Understand when and how to ask for support and authority.
  38. 38. Key takeaway Culture! Get multiple positive voices on your side to overcome company culture. 3. CULTUREKey takeawayBe prepared to let the outside in. Key takeaway Ask for the truth, even if it hurts.
  39. 39. Policies & Governance! Key takeaway Recognize that policies are not the same as guidelines. Guidelines are the expression, in accessible language, of the culture you wish to promote, and community boundaries. 6. POLICY & GOVERNANCEKey takeawayKeep key issues top-of-mind when structuring governance: regulatory environment; size; culture; strategy; and social business maturity. Key takeaway Centralize the role of the social team.
  40. 40. Tools! Key takeaway Don’t feel that you have to use every social media tool or channel available. 7. TOOLSKey takeawayTools and technology tend to grow more complex and complicated over time. It is worth revisiting functionality to simplify your user experience. Key takeaway Find the vendor(s) with the right fit for your organization.
  41. 41. Strategy! Key takeaway Don’t Replace What Works… Supplement With Community.Key takeawayIt’s basic but worth repeating… know your target member. 1. STRATEGYKey takeawayNothing grows in a sandbox. If you want to see growth, you need to build a garden.
  42. 42. Community Management! Key takeaway It’s counterintuitive, but do not jump in and automatically answer questions or help out.Key takeawaySchedule regular brown bag lunches or show & 4. COMMUNITY MANAGEMENT tells that help others understand social tools and your social initiatives. Key takeaway Lead by example and show members how you want them to behave.Key takeawayThe social space is about personal connections. It is a channel that is owned by the customer, not the company as a marketing avenue.
  43. 43. Content & Programming! Key takeaway Create content plans that bridge your audiences. If you look at your content holistically and broadly, you’ll be more relevant to your audiences.Key takeaway 5. CONTENT & PROGRAMMINGYour content strategy needs to be focused on both your audience AND your goals. Key takeaway Create content that fills a needed gap. Ensure your content has a unique angle, and fills the void for information missing in the marketplace.Key takeawayKeep attention spans in mind. Consider the length, quality, quantity, portability and snackability of content when you re planning.
  44. 44. Metrics & Measurement!Key takeawayCommunity ROI does not happen overnight. The ROI can take a while; there s very little that s quick about changing behaviors. Key takeaway 8. METRICS & MEASUREMENT Executives have become numb to copious amounts of data. What provides meaning and drives change is the ability to share a story. Use metrics to support a story maximizes the impact of data.Key takeawayDon’t think about metrics as a single set. Different Key takeaway metrics serve the needs of different audiences. Typically there are three types of scorecards: the Remember the billboard strategic, the operational, and one with daily example. task-based reporting.
  45. 45. State of Community Management 2011•  Market analysis•  Survey findings•  Compilation of practitioner lessons and practices•  Resources Download the 90+ page report for free at: #ASTDL20
  46. 46. Thank You Interested in learning more? Contact me: or @jimstorer on Twitter
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