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2011: Connie Bensen (Dell) - 5 Steps to Grow the Community Manager Role
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2011: Connie Bensen (Dell) - 5 Steps to Grow the Community Manager Role

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An online community can provide so much more to an organization than just customer support. Connie will provide five steps for creating a business model for your role that will lead to sustainability …

An online community can provide so much more to an organization than just customer support. Connie will provide five steps for creating a business model for your role that will lead to sustainability of the community manager role and career growth.

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  • Challenges – the business doesn’t realize the value of community management
  • Push marketing – 1. timing – hitting buying cycle 2. hitting the buying center 3. is info relevant & does it resonate?Customer-centric marketing has a number of benefits - self qualified leads -

Transcript

  • 1. 5 Steps to Grow the Community Manager Role • Swarm Sydney, Online Community Manager Conference • November 10, 2011 Connie Bensen
  • 2. Global Marketing Connie Bensen, Community Strategist • ACD – Digital Image Organization Software (B2C) – Brought a new buying group to the company – Redefined the support forums by creating an advocacy program – Defined the Community Manager Role (Wikipedia) • Techrigy SM2 – Social Media monitoring tool (B2B, B2C) – Evolved tool based on customer’s business needs – Wore many hats in tech startup which grew 840% in 9 months • Alterian (Via acquisition of Techrigy) (B2B, B2C) – Defined 10 use cases for data from social media monitoring – Integration of social into corporate marketing and sales • Dell (B2C, B2B) – Advocacy program for support forums – Mentorship for internal community managers • Blog http://communitystrategist.com 2
  • 3. Global Marketing Social Media Role is Mainstream • The business unit that it resides in is a variable. • The need for community management is not yet fully realized. 3 • The internal community is the most important (your colleagues). • The external community can’t be supported unless the company culture is prepared to do so. • It is imperative to dedicate time and energy internally in order to grow and expand your role. A Philosophy for Career Growth
  • 4. Global Marketing Your Future 4 Community Marketing Customer Service Sales Operations PR Product Dev’t
  • 5. Global Marketing Create a Business Model for your Role 1. Put on a Consultant’s Hat 2. Synthesize Your Concepts 3. Become a great Salesperson 4. Lead 360 degrees 5. Continually Redefine Yourself 5
  • 6. Global Marketing Definition of a Business Model • A tool used to describe all the touchpoints and impact to the business Needs to include: • Visuals that simplify your message • Resonate with executive pain points • Metrics based on business objectives 6
  • 7. Global Marketing A Business Model for Your Role 7
  • 8. Company-centric (old) Buyer-centric (new) Search & find info, links Visit website Download a resource Request a call Describe a project Give spec’s & budget Request a proposal Participate in a demo Identify buyer Send an Email Call prospect Assess the need Determine budget Submit proposal Give a demo Outbound Inbound Paradigm Shift in Buying Cycle
  • 9. Community Driven Social Business Model Global Community Educate Activate Empower Hosted Communities Social Channels External Communities Partners Keyword Search Mobile
  • 10. Impact of the Social Strategy Role Sales Funnel PR Social Channels Website Social Channels . . . . . . . . Awareness Business Objectives Return Conversions Up-sell Cross-Sell • Brand Awareness • Marketing • Lead Gen • Product Marketing • Sales • Biz Development • Peer Support • Increased Loyalty • Product Development • Executive • Increased Sentiment • Decreased Spend • Decreased Costs • Shorter Acquisition Time • Increased Revenues • Decreased Support Costs • Faster Time-to- Market • Competitive & Industry Insight . . . . . . .
  • 11. Global Marketing Be a Consultant
  • 12. Global Marketing Think Like a Consultant Management doesn’t always realize the value that an in-depth and over-arching community strategy can provide. You can periodically provide a: • gap analysis • identify opportunities and barriers • educate internally • sell your initiatives in order to drive innovation Build relationships in order to execute on the necessary culture shift required to integrate the input from the external community 12
  • 13. Global Marketing Identify the business objective(s) • % Reduced spend on PR, Marketing & Advertising • % Increase in Sales – % shorter sales cycle – % increase in customer retention • % Reduction in Customer Service Costs • % Reduction Product Development Costs • % Increased SEO Presence • % Increase in Leads from Campaign • % Increase in Brand Visibility 13
  • 14. Global Marketing Who are the Stakeholders? • What are their challenges and perspectives • What motivates them • What are their fears (keeps them up at night) • What are the competitive threats 14
  • 15. Global Marketing What metrics are important? Dependent on business objective(s) • Amount of increased conversation • Overlay sales performance on volume of conversation • Number of uses of online content • Number of issues resolved online by peers • Increased customer satisfaction - qualitative • Number of ideas gathered/implemented • Compare previous cycle cost to present • Reduced cost due to beta • Google your brand/product Attribution to social channels is critical. If your efforts are counted in other processes, you won’t get credit. 15
  • 16. Global Marketing To Be a Successful Consultant Divide your time between: • Working towards existing objectives: Majority of time • Growth initiatives including: –Learning new skills and needs of organization: 5% –Investing in securing new projects: 10% 16
  • 17. Global Marketing Synthesize your Ideas
  • 18. Global Marketing Synthesize and Share Your Concepts • Listen • Learn • Communicate Know what works for you. 18
  • 19. Global Marketing Sell Yourself
  • 20. Global Marketing Sales = The Art of Closing the Deal • Know what you’re asking for –A pilot or project with measureable results that meets a needed business objective • Identify the objections • Systematically remove them • Make the ‘Ask’ Keep the pilot manageable and measurable so that it’s successful 20
  • 21. Global Marketing Tips for Success in Selling your Concept • Need to speak the language of the business • Learn your market, positioning and your competitors • Find out who the internal influencers are – Are they willing to champion your project – Are they early adopters – What is their risk tolerance (and that of the business?) • Presentations need to be succinct and high level – Pictorial translation of your meaning • Make sure the objections are not talking points Prepare for the top 10 questions that you anticipate getting. 21
  • 22. Global Marketing Lead in All Directions
  • 23. Global Marketing Lead 360 Degrees • Manage expectations up, across and down • Work cross-functionally across the matrix 23
  • 24. Global Marketing ReInvent Yourself
  • 25. Global Marketing Continually Redefine Yourself • Learn and ask for assistance • Know your weak points • Gather data from the organization that supports your premises – Use it to convince and convert and depict what you know Example: Q2 – traditional marketing created 125 meetings for sales – 5 deals were closed – Leads from social channels had a shorter conversion time and higher close rate Remember quality versus quantity 25
  • 26. Global Marketing No Metrics are Ineffective and ‘so what?!’ • Drove market expansion for the company and built a community that included resources, training materials and identification of advocates. • Reinvented the online product forums and engaged six moderators to guide the conversations while encouraging peer support. • Developed and implemented overall community engagement plans based on the marketing strategy for each customer segment. • Defined and implemented the first comprehensive beta program for ACD’s flagship product that incorporated formal paths for gathering participant feedback and product requirements. • Established & built framework for support of communities around the products • Engaged evangelists & provided them with motivation & leadership • Provided & implemented creative marketing solutions • Utilized social media & WOM techniques • Collaborated with product development & quality assurance teams. 26
  • 27. Global Marketing Metrics – Express yourself in terms of data • Impact versus Tactics – Don’t tell what you did, express it as the impact you made › Not tactics, but rather the change the organization realized and the timeframe – Resume, CV, LinkedIn profile Examples: – Refined corporate blog resulting in 275% increase in subscribers Increased corporate digital footprint by 80% over the past year – Implemented digital marketing strategy resulting in 840% increase in customers and 1400% revenue growth in 9 months – Leveraged freemium model and created self-paced online training materials to scale the demand which resulted in: › shortened the sales cycle from 8 weeks to 3 weeks › 460% increase in freemium signups over 9 months 27
  • 28. Global Marketing When Philosophies Collide A major change in the business such as a change in leadership or acquisition. You have choices: • Be satisfied with the status quo and maintenance mode (support helpdesk) • You no longer feel that you can initiate change and need to move on Irregardless, it’s important that you are growing your role and preparing for the future. 28
  • 29. Global Marketing Using the Process • Identify the Business Objectives • Who are the Stakeholders? • Propose a pilot • Sell the strategy and remove objections • If rejected (or not understood), step back • Revisit by planting seeds to build case over time and doing more research • Set expectations with parameters for timeframe and metrics 29
  • 30. Global Marketing Discussion and Resources Email conniebensen@gmail.com Blog http://communitystrategist.com Presentations http://slideshare.net/conniebensen Community groups: Facebook Community Manager, Advocate, and Evangelist http://www.facebook.com/groups/3553055120/ Community BackChannel http://community.thebrainyard.com Outstanding LinkedIn profile: http://www.linkedin.com/in/cinnylittle 30