Community Management Plan for A CRM


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This is a community management plan I wrote as a favor - this was done with no access to internal metrics or senior mgmt goals but I still like it. Please feel free to use this plan however you would like. If you improve upon it, I'd love a copy - tweet me at @serena

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Community Management Plan for A CRM

  1. 1. Community Management Plan Created for XXXXXX, CRM CompanyCompany Objective: Make XXXXX the #1 selling SCRM in the market Make sure XXXXX is within the 7 points of contact a customer needs to make a saleCommunity Manager Objectives: Increase total inbound web traffic generated by social platforms and influencers Identify and build relationships with influencers to drive word-of-mouth (conversations and traffic) Increase overall web and social platform conversation Move potential customers through the sales funnel Increase loyalty and advocacy within key segements Drive newsletter subscriptions Increase blog readership, reach and trafficFirst StepsEstablish discussion baseline, sentiment, key conversation drivers, goals andmetricsTactics Identify company goals Identify ideal customer profile Build current community member profile o Demographic o Job o Influence on purchase decision o Influence on purchasers within key demographics Do deep dive analysis on inbound traffic and marketing sales drivers o What works, what is not working, where is most traffic coming from, where does most traffic end up Identify top compliments and complaints o Create social media messaging surrounding complaints  Most complaints are from user error Create brand voice for social channels Identify the top platforms, chats and places of engagement for community o B2B: LI, Twitter, FB, Quora, Reddit, Mashable Introduce XXXXX across core communities Build the XXXXX community across all social platforms through engagement, curated content sharing, original content creation Utilize an editorial calendar to ensure communications across all channels match, and to match sales/marketing timeline
  2. 2. Increase awareness through participating in industry chats o Become guest speaker o Create weekly storifys of relevant news, tagging influencers and sharing only top level news Identify and build relationships with influencers to drive word-of-mouth conversations and traffic o Rationale: Proven increase in engagement during influencer engagement periods o Identify and participate in online and offline opportunities to introduce XXXXX to key influencers o Set up interviews between key influencers and XXXXX management o Lead influencer demonstrations and customer service needs Implement link tracking to maximize content influence o Industry News o About Us o Product News o Company News o Best Practices o Drive Newsletter Subscriptions o Drive Blog ReadershipSuccess Metrics Based on Above Tactical Plan Utilize existing growth patterns to identify future growth. Look at Twittercounter, FB/LI Utilize Google Analytics to identify marketing tactics that are increasing inbound traffic Work with sales team to determine which tactics are driving off-line leads Measure monthly and adjust metrics and plan as needed to meet company goals