Introducing The Community Director - The Community Manager has Evolved #CMGR
 

Introducing The Community Director - The Community Manager has Evolved #CMGR

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The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills. ...

The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills.

For more insight into the rebranding of the Community Manager, click here: http://bit.ly/CMGRevolution

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  • Social media has taught the world to tweet their troubles with brands, and conditioned them to get immediate feedback.Consumer Expectation: the Facebook community is an important outlet for customer care (social care), the community is all about getting greater ROI & marketing impact, B2B relationships are increasingly built via social communityAlt Description: We have taught the world to tweet about their troubles with brands. We must acknowledge that customer care via social channels is equally a marketing function – where we want to do everything possible to reduce the number of complaints and, ultimately, increase positive word of mouth. As new customers search for product or service information, they will find the good and the bad. Social Care, where brands listen to their customers and respond on the social channels they prefer, can not only solve problems and redeem reputation, it can show the world that brands “get it” and know how to walk the walk of “customer-first” behavior.
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  • On April 20, 2010, a fiery explosion ripped through the Deepwater Horizon oil rig located 50 miles off the Louisiana shoreline. Eleven people were killed, 17 others were injured and millions of gallons of oil were spilled into the Gulf of Mexico resulting in one of the worst environmental disasters ever encountered in the US. The oil flowed into the Gulf for 86 days, causing extensive damage to marine and wildlife habitats and crippling the Gulf tourism and fishing industries.Initially, BP was regarded as downplaying the incident. In early May, CEO Tony Hayward said "the Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume.”In late May, Greenpeace activists in London scaled BP’s headquarters in St. James’ Square unfurling banners calling them ‘britishpolluters’and launched a widespread logo defacing contest. Across the country, thousands of people participated in protests at local BP gas stations. By late June, a “Boycott BP”Facebook page had gathered nearly 1 million fans and generated countless media stories. The parody @BPGlobalPRwas set up within months reaching 150K followers and tweeting things like “Catastrophe is a strong word. Let’s all agree to call it a whoopsiedaisy.”An early June Washington Post-ABC news poll found that 81 percent of the American public viewed the BP response negatively.BP hired Ogilvy Public Relations in late May to help create a social media presence for the crisis response. In a matter of hours, we set-up a live, 24 hour a day, global listening post, created commenting policies, approved response matrices, content calendars and set up pages on Facebook, Twitter, YouTube and Flickr. We prepared hourly listening reports and used the information from these reports to inform our content and response.
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  • Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”

Introducing The Community Director - The Community Manager has Evolved #CMGR Introducing The Community Director - The Community Manager has Evolved #CMGR Presentation Transcript

  • IntroducingtheCommunityDirector Rachel Caggiano | @rcaggiano Ashley Hurst | @ashleyshurst February 21, 2013
  • The Evolution of theCommunity Manager 2009 2010 2011 2012 2013 “Looking for a “Hottest Job in “The concept of “Community “Community Second Career? Marketing Might community management…h managers are the Consider Being a Just be the management has as become most powerful Community Community become a hot increasingly group online” Manager.” Manager.” topic in the last important in the year, driven by rise of social more media.” mainstream interest.” 2
  • Community Managersare on the front linesMore than 50% of Twitter Social interaction with Brand communities areusers expect brands to customers is directly growing in importance andrespond within 2 hours. impacting marketing having greater impact on efficiency. bottom line measures.A single negative postimpacts consumer 74% of consumers rely on Nearly 300 corporatedecision-making as much social networks to guide brands have more thanas five positive posts. purchase decisions. 1 million fans. Sources: http://blogs.hbr.org/cs/2012/12/turn_customer_care_into_social.html http://sproutsocial.com/insights/2011/11/social-networks-influence-buying-decisions/ http://fanpagelist.com/category/corporate_brands 3
  • The job of the community managerhas evolved to a more seniorrole…one that demands a specific setof professional skills.Introducing: the Community Director.
  • 7 Skills of aCommunity DirectorOrchestra conductor of a „symphony ofcontent‟Relationship managerBrand voice expertCrisis radar technicianContent & advertising targeting expertFan segmentation specialistPerformance analyst 5
  • Orchestra Conductorof ContentThe Community Director They know how to tap into They also know how toknows how to produce live, content creators for rich navigate internal halls ofresponsive content. But “peak content” like videos, legal and public affairs torather than being the single apps and webisodes that swiftly produce timely, highlysource for content creation, pull in a wide range of relevant, often wittythey know how to inspire valuable customer responses to trendingand mobilize across the interaction. memes.enterprise to work withvarious content creators.
  • OreoOreo‟s brilliant, real-timeresponse to the Super Bowlblackout – “you can stilldunk in the dark” –caughtfire and garnered more than13K retweets…all due to a“mission control” set up toenable rapid collaboration,content creation andseamless execution.
  • Relationship ManagerThe Community Director They know when they are The Community Directormanages the direct having service problems. understands how to moverelationships with They must relate to a broad an enraged customer to athousands, sometimes range of fans and never happily engaged onemillions of customers. They lose their compassion or through direct, speedyknow when these folks are their cool. customer service.enjoying the brand.
  • ZapposThe renowned companyculture and “customer first”mentality is infused in allsocial content andcommunities, as they leveragePinterest for social shoppingand Twitter for first-classcustomer service – securingthe brand a spot as anindustry leader.
  • Brand Voice ExpertThe Community Director is They agonize over defining They understand how thethe living embodiment of the it clearly so that all who brand voice informs theirbrand voice. manage the brand publically content marketing strategy will stay true to how the and how their content allows brand talks, looks and that brand persona to shine behaves. through and through.
  • Old SpiceOld Spice took itsplayfulness to the next levelby engaging creatively withother brands, like Taco Bell,and celebrities, like AlyssaMilano via tweets and videoresponses.
  • Crisis RadarTechnicianWhile every brand Brand‟s Facebook pages The Community Directorostensibly has a crisis plan and Twitter handles have must anticipate the worst,in place and regularly trains become a magnet for issues but never over react.its people to prevent major and concerns. Which onescrises, the Community will become actual crises?Director has their ear to the This person not only detectsground and can detect all possible issues but alsowhispers before anyone evaluates how they evolveelse in the organization. over time.
  • BPHaving learned a lot aboutcommunicating with the publicaround crisis-level issues, BPrecently used its Facebookpage to help coordinateHurricane Sandy-relatedrecovery efforts with theSalvation Army in the NewJersey and New York area.
  • Content + TargetingAdvertising Expert Staying on top of the latest As the tools inside social developments from the top networks like Facebook platforms and API partners, become more sophisticated, the Community Director the Community Director works tirelessly to play a serves as an expert at key role in segmentation complex targeting of content strategy and to know which and advertising stories. types of content resonate with each set.
  • TideP&G‟s Tide brand tookadvantage of Facebook‟sPremium ads to target itsfans and friends of its fansto draw attention to its rolein cleaning up after aNASCAR racetrack fire. Thebrand leveraged Facebook‟sReach Generator to askfans to create a caption fora photo of the clean up.
  • Fan SegmentationSpecialistCommunities form around New tools like Facebook‟s The Community Directoraffinities – passions and CAT tool allow for a much must use that data to attractinterests that bring people deeper and more refined the right fans, deliver thetogether. The Community look at brands‟ fan bases. right content to importantDirector knows which affinity segments and growpeople matter to the their use of social data tobusiness, and how to use make a richer communitythe right tools to find and experience for fan andattract the right fans. brand.
  • British Airways British Airways knew it needed to engage US and UK in different ways, and strategically used targeted tweets and the #HomeAdvantage hashtag to encourage British residents to stay in the country for last summer‟s London Games.
  • Performance AnalystThe Community Director How much conversation did They know how to distill truelistens, sets benchmarks on we generate? Are we KPIs from the litany of dataconversation engagement getting more people talking that everyone can measurewith content, sentiment, and positively about our and report. They areother important metrics to products and services? discrete and thoughtful as tomeasure the effectiveness These are some of the what they report against.of any marketing campaign. fundamental questions the They have a strong POV Community Director can about which measurements answer. matter to the business goals.
  • Ford Explorer When Ford Motor Company chose to use Facebook to reveal the 2011 Explorer, it knew that sales impact was the KPI to track in order to show that more “likes” drove more sales. The launch generated 3,500 pre-orders for the vehicle five months before it even became available.
  • Connect with usRachel Caggiano Ashley HurstSenior Vice President | Social@Ogilvy Account Director | Social@OgilvyEmail: rachel.caggiano@ogilvy.com Email: ashley.hurst@ogilvy.comTwitter: @rcaggiano Twitter: @ashleyshurstLinkedin: linkedin.com/rachelkennedycaggiano Linkedin: linkedin.com/ashleyshurst 20