On October 23rd, 2014, we updated our
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1. A private peer network for social media, community and social business practitioners.
Weekly roundtable calls
Comprehensive library of best practices
Professional concierge services
Discounts to conferences and events
2. Advisory Services
Community Maturity Model TM #ASTDL20 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 user generated content 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
Community is NOT #ASTDL20
Community IS #ASTDL20
What Defines Community?
A common interest or context
A sense of shared purpose and fate
A common set of needs
Why Use A Community Structure?
Networked structures speed information transfer
Shared ownership and commitment
Online Communities Vary by Size #ASTDL20 Online Communities Size Density of Relationships Groups Communities Networks
What is Community Management? #ASTDL20
Three Typical Roles
Community Moderator – Engages in listening and response on owned or third party sites, but is generally not involved in community strategies.
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.
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.
Community Management is the Discipline of Ensuring Productive Communities
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
A Sampling of Tasks
Managing content (publishing, curating, tagging)
Welcoming new members
Participating judiciously in conversations
Reaching out to 3 rd 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
Managing technology issues
Communicating value and benefits of community internally
Measuring and monitoring progress
What Are the Risks of Not Having Community Management? #ASTDL20
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/swirlingthoughts/162016762/ A Clique
What Makes a Good Community Manager?
Ability to match brand ’s personality
Understanding of human behavior/motivations
Moderate technical aptitude
Love of people
How Do You Build a Thriving Community? #ASTDL20
http://www.flickr.com/photos/machineproject/5162106562/ Observe Your Audience
Schedule http://www.flickr.com/photos/vidiot/61484953/ Keep A Regular Schedule
Text http://www.flickr.com/photos/cecilanne_r-s/3541646602/ Be Multi-Modal
Image http://www.flickr.com/photos/mfakheri/2815755503/ Be Valuable
http://www.flickr.com/photos/pandemia/1286794844/ Be Notable
http://www.flickr.com/photos/islespunkfan/2746157133/ Protect the Fish
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
2011 State of Community Management
Compilation of practitioner lessons and practices
Community Maturity Model TM #ASTDL20
Social Business Becomes A Strategic Imperative
Interest in Community Management Has Increased
The Community Management Discipline is Evolving
A Lot of Confusion Remains
2. LEADERSHIP Leadership Key takeaway Community management isn ’t just a role – it’s a perspective. Key takeaway Recruit leaders who are willing to be pioneers. Key takeaway Education is the key to success. Key takeaway Understand when and how to ask for support and authority.
3. CULTURE Culture Key takeaway Ask for the truth, even if it hurts. Key takeaway Be prepared to let the outside in. Key takeaway Get multiple positive voices on your side to overcome company culture.
6. POLICY & GOVERNANCE 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. Key takeaway Keep 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.
7. TOOLS Tools Key takeaway Tools and technology tend to grow more complex and complicated over time. It is worth revisiting functionality to simplify your user experience. Key takeaway Don’t feel that you have to use every social media tool or channel available. Key takeaway Find the vendor(s) with the right fit for your organization.
1. STRATEGY Strategy Key takeaway Don’t Replace What Works… Supplement With Community. Key takeaway It’s basic but worth repeating… know your target member . Key takeaway Nothing grows in a sandbox. If you want to see growth, you need to build a garden.
4. COMMUNITY MANAGEMENT Community Management Key takeaway It’s counterintuitive, but do not jump in and automatically answer questions or help out. Key takeaway Schedule regular brown bag lunches or show & 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 takeaway The social space is about personal connections. It is a channel that is owned by the customer, not the company as a marketing avenue.
5. CONTENT & PROGRAMMING Content & Programming Key takeaway Your content strategy needs to be focused on both your audience AND your goals. 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 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 takeaway Keep attention spans in mind. Consider the length, quality, quantity, portability and “snackability” of content when you’re planning.
8. METRICS & MEASUREMENT Metrics & Measurement Key takeaway Don’t think about metrics as a single set. Different metrics serve the needs of different audiences. Typically there are three types of scorecards: the strategic, the operational, and one with daily task-based reporting. Key takeaway 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 takeaway Community ROI does not happen overnight. The ROI can take a while; there ’s very little that’s quick about changing behaviors. Key takeaway Remember the “billboard” example.
State of Community Management 2011
Compilation of practitioner lessons and practices
Download the 90+ page report for free at: http://community-roundtable.com/socm-2011/ #ASTDL20
Thank You Interested in learning more? Contact me: [email_address] or @jimstorer on Twitter