Presented at the Enterprise 2.0 Boston Conference, June 2011 Congratulations - you are a new community manager! But what does that mean? Where do you start? What are the fundamentals for success? Attendees will learn about important drivers for community success: - Goals – What are the corporate and member goals? - How to design with an eye on the goals - Communication plan – ‘What’s in it for me?’ - Governance – what are the rules, who enforces them?

1. Crash Course for New Community Managers
Trisha Liu
Enterprise Community Manager
ArcSight, an HP Company
Twitter: @mor_trisha
© 2011 ArcSight, Inc. All rights reserved.
ArcSight and the ArcSight logo are trademarks of ArcSight, Inc. All other product and company names may be trademarks or registered trademarks of their respective owners.
© 2011 ArcSight Confidential

2. @mor_trisha
What is a community manager?
#e2conf-15 © 2011 ArcSight Confidential Photo credit: Mycael

3. Goooooooooal!
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4. Be clear
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© 2011 ArcSight Confidential

5. Photo credit: Rob Stone
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6. Don’t re-create silos
Site Design
© 2011 ArcSight Confidential Photo credit: Bill Jacobus

9. Work with Legal
Governance
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10. Balance
User
Legal Experience
Requirements

11. Write training
Photo credit: Ivan Walsh
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12. Photo credit: John Tolva

15. Spread the message
Deliver Training
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16. Launch! Photo credit: (nz)dave
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17. Monitor closely
 Handle technical issues / education
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18. Listen
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19. Handle issues
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20. Participate
“Only 15 of the 143 CMOs and CCOs in the
Fortune 100 we studied have active Twitter
Accounts.
Worse, 15% of them have a net zero social
footprint (meaning no social activity).”
- Mark Fidelman in Business Insider

21. Practice discernment
Critical Skill
Photo credit: William Couch
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22. Watch for strays
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23. Who’s on your team?
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24. Image credit: Dion Hinchcliffe
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25. Q&A

26. Trisha Liu
Charter Member, Community BackChannel
http://cmtybc.com
@mor_trisha
http://www.linkedin.com/in/trishaliu
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27. Appendix
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28. Focus on Goals
 What are the corporate goals?
– Crowdsourcing
– Support customer success
– Increase employee productivity
 What are the member goals?
– Find answers and solutions
– Find information more quickly
– Network
© 2011 ArcSight Confidential

29. Use Goals to Drive Site Design, Feature Selection
 Identify activities that members want to perform
– If members want to find info, then search is a key feature
– If members want to ask questions, then discussion threads are
needed
– If members want to network, do you have profile pages?
© 2011 ArcSight Confidential

30. Page Design
 Write clear calls to action
 Use plain language
 When a member looks at the page, he should clearly understand:
– What can I do here? (what action?)
– What can I expect to find here?
 Don’t try to put all info/activities on one page, members will not
know what to do
© 2011 ArcSight Confidential

31. Content Structure
 Don’t re-create existing silos
 It is easy to build what is familiar
– Three department community managers built a total of 90+ containers
– If a member posts a question, where (which container) would she put
it?
 Focus on activities or programs that span the member base
– Employee community focuses on products, not departments. Any
employee, regardless of department, can contribute to product
discussions
– Customer community focuses on activities – Share, Interact, Network –
not products
© 2011 ArcSight Confidential

32. Training
 Keep it simple
 Use plain language
 Focus on activities that members want to perform
 Training formats:
– Documents
– Video
– In-person / webinar
 You don’t need to write a giant manual!
© 2011 ArcSight Confidential

33. Governance
 Work with Legal to understand:
– Compliance requirements
– Data classification (public, confidential, restricted)
– Any access restriction requirements
 Balance legal requirements with user experience
– If structure or access controls are too cumbersome, people won’t use
the community
© 2011 ArcSight Confidential

34. Plan Hard, Manage Easy
 By focusing so much effort and attention on goals and activities:
– Members will know what to do
– Benefits of using the community are clear
– Reasons to use the community are easy to communicate
 After launch, focus shifts to adoption
– Monitor the old channels, such as email
– Encourage people that use the old channels to bring the activity to the
community
© 2011 ArcSight Confidential

35. Be Active in the Community
 Quantitative reports only tell part of the story
 Listen
– Login to the community and read discussions
 Participate
 Practice discernment:
– When do you need to step in?
– Wait for others to provide answers
– Sometimes conversation stops after the community manager answers,
feeling is “The authority has spoken.”
© 2011 ArcSight Confidential

36. Community is a Product
 Just like any other product, a successful community requires:
– Marketing
• Promote the community
• Communicate benefits
– Training and Education
– Product Management
• New features
• New activities
– Technical Support
• Site issues
• Upgrades
© 2011 ArcSight Confidential