Community Management for Business: A primer
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Community Management for Business: A primer

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1. The business value of community management. ...

1. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.

Presentation delivered at General Mills for MIMA on 16 November 2011

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Community Management for Business: A primer Community Management for Business: A primer Presentation Transcript

  • Presented by: CCommunity Management Olivier Blanchard 16 November 2011
  • Presented by: CCommunity Management @thebrandbuilder / www.smroi.net Olivier Blanchard 16 November 2011
  • Part 1: Why do you need a community manager?
  • What the hell is acommunity manager?
  • What the hell does acommunity manager actually do?
  • … and what the hell is the point?
  • : You are basically looking at two schools of thought.
  • So what you’re telling me is thatif we don’t get into social media, ourcompany will just shrivel up and die? I saw it on CNN. 1. The “we need to be in social media too” crowd.
  • I can’t wait to manage conversations! We’re going to scoreThis engagement strategy is so many retweets!!! going to be epic! Buzzword salad.
  • Wrong.
  • Wrong.
  • Wrong.
  • Wrong.
  • #$%@*?!?!
  • How can we use this medium to build value for our customers? … and be even better at what we do?2. The “we want to leverage social media to improve business” crowd.
  • Can this medium help us getmore customers? Yep.
  • … and increase sales? Yep.
  • … and increasecustomer loyalty?? Sure.
  • What aboutfixing a PR disaster? Absolutely.
  • How aboutimproving customer service? That would be clutch. That too.
  • Your company doesn’t need 1,000,000 followers.
  • Your company doesn’t need 1,000,000 followers.Your company needs 1,000,000 new customers. Conversions are gold.
  • Your company doesn’t need 1,000,000 followers.Or 1,000,000 loyal customers who won’t leave. Conversions are gold.
  • Your company doesn’t need 1,000,000 followers.Or 10 – 1,000,000 advocates who will come to your aid. Conversions are gold.
  • Your market is a community.
  • Actually, your market is a community of communities. Obama 2008 Supporters Teachers Black hat wearersChihuahua owners
  • What do communities do?Communities form around common objects.
  • Communities can form around a variety of objects:Brand: Apple, Harley Davidson, CanonHobby: Wood turning, PC gaming, GardeningSports: Triathlon, Football, Car racing (and sub-categories)Clubs: Fraternities, associations, sports teamsLifestyle: Vegetarianism, modern primitives, hipsters, emoProducts: Ford Mustang, Google+, CheeriosCauses: Ending hunger in Africa, Fighting poverty in the USMovements: #OccupyWallStreetCelebrities: Lady Gaga, Ashton Kutcher, Bono, the PopeEntertainment: Music, movies, games, theater (and sub-categories)Religion: Denominations & topic subcategoriesPolitics: World views & topic subcategoriesTechnology: Categories & topic subcategoriesProfessional: Massage therapists, dentists, studentsEtc.
  • Communities can form around a variety of objects:Brand: Apple, Harley Davidson, CanonHobby: Wood turning, PC gaming, GardeningSports: Triathlon, Football, Car racing (and sub-categories)Clubs: Fraternities, associations, sports teamsLifestyle: Vegetarianism, G&L,Products: Ford Mustang, Google+, CheeriosCauses: Ending hunger in Africa, Fighting poverty in the USMovements: #OccupyWallStreetCelebrities: Lady Gaga, Ashton Kutcher, Bono, the PopeEntertainment: Music, movies, games, theater (and sub-categories)Religion: Denominations & topic subcategoriesPolitics: World views & topic subcategoriesTechnology: Categories & topic subcategoriesProfessional: Massage therapists, dentists, studentsEtc.
  • : “How do we fit into this universe?”
  • Where are the areas of intersect between you and your market?If you’re a General Mills, for example, communities to look into might be…Foodies  Recipes  preparation ideas  Storage ideasHealth-conscious  Benefits of eating CheeriosEco-conscious  How does General Mills support their values?Global Trade Watchers  How is General Mills leading the way?Mommy blogger readers  Recommendations, approval, validation Where does your universe overlap with theirs? This is the bridge that connects you to them. Hint: It isn’t just your gizmo or “your brand.”
  • Where are the areas of intersect between you and your market? If you’re a General Mills, for example, communities to look into might be… Foodies  Recipes  preparation ideas  Storage ideas Health-conscious  Benefits of eating Cheerios Eco-conscious  How does General Mills support their values Global Trade Watchers  How is General Mills leading the way Mommy blogger readers  Recommendations, approval, validationSome of your content can be pure marketing push, but itcan also be links to content not produced by you or thatdoesn’t reference your brand at all. Think about the broader narrative of the community, not just your own.
  • : “Do we want to just keep marketing to consumers all day? …… or do we want to also try and embed ourselves into theircommunities and participate in their lives in a moreorganic, natural, more relevant manner?” (Because now, we can.)
  • Do you want to be out here – just marketing?Or do you also want to be down here?
  • …But you are still a business.: “What are we ultimately trying to drive?”
  • As a business, what do you really want to drive?Customer CustomerAcquisition Retention Customer Developme
  • What should every interaction drive? Awareness Value Preference
  • What should every interaction drive?AwarenessValuePreferenceCustomer CustomerAcquisition Retention Awareness Awareness Value Value Preference Preference Customer Developme
  • Part 2: What is a community manager’s job?
  • What roles does your community manager play?-Becomes the face of the brand online. -Humanizes the brand -Serve as a primary brand ambassador -Represents the brand offline as well (engagement is analog too)-Monitors digital channels -(Changes in volume of mentions, tone, topics, threats, opportunities)-Acts as first line of defense online during a PR crisis.-Acts as a your representative and the community’s-Manages and curates your content & social feeds-Be expected to be a knowledgeable resource-Support all other relevant business functions -Customer service, PR, product management, quality control, marketing, sales
  • What should every interaction drive again?AwarenessValuePreferenceCustomer CustomerAcquisition Retention Awareness Awareness Value Value Preference Preference Customer Developme
  • What does a Community manager do?ListenRespondShareDriveCoordinateReportEnable & Support
  • What does a Community manager do?Listen Mentions Questions Ideas Complaints TroubleRespondShareDriveCoordinateReportEnable & Support
  • What does a Community manager do?ListenRespond Mentions Questions Ideas Complaints TroubleShareDriveCoordinateReportEnable & Support
  • What does a Community manager do?ListenRespondShare Content (blog posts, videos, articles, podcasts) News (Company-related, community-related) Information (Tips, special offers) Social objects (Retweets, mentions, etc.)DriveCoordinateReportEnable & Support
  • What does a Community manager do?ListenRespondShareDrive Conversations (Directly) - #Chats, discussions, WOM Business objectives (Indirectly) - Awareness for xyz - Preference for xyzCoordinateReportEnable & Support
  • What does a Community manager do?ListenRespondShareDriveCoordinate Response to mentions, questions, ideas, complaints, crises - With appropriate departments & outside agencies Supports: PR, marketing, ad campaigns, consumer insights, data analysts, market research, customer service, HR, etc.ReportEnable & Support
  • What does a Community manager do?ListenRespondShareDriveCoordinateReport Upwards to management (Social Media Dir., CCO) Sideways to business teams / product teams Outward to communityEnable & Support
  • What does a Community manager do?ListenRespondShareDriveCoordinateReportEnable & Support In-community advocates In-community experts In-community thought leaders In-community contributors
  • This is how things scale:
  • Part 3: Identifying, hiring and developing a CM
  • Think of a community manager asa Chief Communications Officer in training.
  • Grab a sheet of paper and create 3 columnsQualities Skills Red flags(Most important)Cannot be taught Can be taught Relating to qualities = bad Relating to skills = assess and address
  • Qualities Someone naturally friendly, helpful, compassionate and giving. (Whatever the opposite of an asshole is, that is what you want.) Passionate about your company, its products, its mission. (Hard to be an ambassador and front-line defender if it’s just a job.) Natural communicator. Grammar, spelling, tone, etc. (Offline, online, everywhere, on every platform.) Eager collaborator. Good sense of humor. Good sense of what is and isn’t appropriate. Will keep a cool head no matter what the crisis.
  • Skills / experience Fluency with your company & brand(s) Technical fluency with your products Ability to legitimately establish leadership role within the community Fluency with social and digital platforms (Twitter, Facebook, etc.) Fluency with social and digital workflow tools (Spiral16, Radian6, etc.) Fluent with your social media org chart (collaboration) Conflict resolution experience Crisis communications experience Customer service experience Business (operational) savvy Other community management experience
  • Red flags The applicant looks great on paper but strikes you as an asshole. Poor communications skills. Any sign of immaturity that isn’t charming. Too much focus on a “personal brand.” Talks about themselves a lot. Virtually no online social engagement. (Anemic feed.) Too focused on social or digital “marketing.” Can’t or won’t take work home. (CM isn’t just a 9-5 job.) Has worked as a community manager for “a ton of companies.” Lone wolf syndrome (doesn’t play well with others). Their online behavior. Their CV’s “narrative” does not match their online profile.
  • Who is responsible for the community manager?It is the social media director’s job to properlyidentify, recruit, develop and manage community managers.It helps to partner with the company’sPR, Legal, HR, IT, Customer Service, and ProductManagement resources (among others) to address any andall skill gaps and potential red flags.A framework of training, evaluation and internal certificationneeds to be established and followed.It is crucial to have a qualified social media director on staffwho knows how to do this OR to work with consultingorganizations that can perform this function.
  • FIND OUT MORE AT SMROI.NET Ask away.Olivier Blanchard864.630.7398www.thebrandbuildermarketing.com@thebrandbuilder (on Twitter)
  • Slide CreditsSome slides shamefully borrowed from Flickr and Google Images. Attribution or lack thereof may not necessarily reflect all international image copyrights orownership. If you feel that one of your images was used in this presentation without your permission or proper attribution, please contact me at your convenienceand the image will be either properly attributed or removed at your request.Slides 1, 2, 22-28, 35, 40 Archival imagesSlide 3 http://img.moonbuggy.org/children-in-gas-masks/Slides 4, 5, 6, 8, 9, 14, 16-21, www.ufoseries.comSlide 10 www.systemcomic.comSlides 11, 12, 13 www.tomfishburne.comSlide 15 www.templeofcats.comSlide 51 www.smroi.netSlide 52 www.olivierblanchard.net FIND OUT MORE AT SMROI.NET