The evolution of the role of the community manager

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Slides from talk to the London Community Managers Meet-Up in March 2012 on the subject of the Evolution of the Community Manager from a careers, skills and capability perspective.

Steve Ward | CloudNine Social Media & Digital Talent

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The evolution of the role of the community manager

  1. 1. The Evolution of the role of the Community Manager Steve Ward Owner - CloudNine Social Media & Digital Talent Head of Talent – SociagilityTwitter: @CloudNineRec | Facebook: facebook.com/cloudninerec #cmldn
  2. 2. Community Manager: c1998 Steve Fulton Moderator of TheAlarm.com – a global community of 2-3,000 Alarm fans… • Forum moderation & participation • Message deliverer & ambassador • Harmony-keeper • News content-caster • Built with Mike Peters an Interactive online music audience & e-commerce presence… Forward thinking…? Hell yeah.
  3. 3. Community Manager: 2000-2005 Liiiike Steve Fulton… …but without the e- commerce, right?? • Volunteer Forum moderation • Very much `behind the scenes` • Bands/Chat/Common interest Forum police!! • Under-populated MySpace page…? ;)
  4. 4. Community Manager: 2006+ Online interaction becomes mainstream. • Brands taking up Facebook pages • Gaming sites place major emphasis on the Community Manager role • LinkedIn becomes a mainstream communications channel for business connectivity… • …yes, Community Management just entered into business world. Or did it…? • …well ok, maybe for the Junior, for now.
  5. 5. Community Manager of the Year 2011 Vincent Boon - GiffGaff • Over 1000 votes – clear winner • Social & Community led Mobile network • No1 Social Media Telecoms brand in the UK • Social Engagement • Small team big community • Community stars are given high status by users • Helpdesk, Support, Sharing, Giving, Feeding
  6. 6. "Every network has an underlying purpose" and motivations for such network creation include; Mission,Business, Idea, Learning or Personal” - Patti Anklam …sounds like some business talk to me.
  7. 7. The Four Tenets of the Community Manager 1) A Community Advocate 2) Brand Evangelist 3) Savvy Communication Skills, Shapes Editorial 4) Gathers Community Input for Future Product and Services Jeremiah Owyang in 2007
  8. 8. Community Manager: TODAY Business Ambassador Transactional Directive Creative Purposeful Insightful Content Retention ACQUISITION!!! INCOME!!!
  9. 9. Remember this guy in 1998… Steve Fulton Moderator of TheAlarm.com – a global community of 2-3,000 loyal Alarm fans… • Forum moderation & participation • Message deliverer & Ambassador • Harmony-keeper • News content-caster • Built with Mike Peters an Interactive online music audience & e-commerce presence… Forward thinking…? Hell yeah.
  10. 10. So, the status of the Community Manager rolehas in effect gone fromthis… …to this:
  11. 11. Community Managementisn’t Back Office anymore.
  12. 12. Community Management`Key Skills 2012`CREATIVE WRITING
  13. 13. Community Management`Key Skills 2012`LISTENING
  14. 14. Community Management`Key Skills 2012`ENGAGING CONTENT
  15. 15. Community Management`Key Skills 2012`KEY INFLUENCER/ CUSTOMERRECOGNITION
  16. 16. Community Management`Key Skills 2012`CONNECTIVITY
  17. 17. Community Management`Key Skills 2012`BRAND AMBASSADOR
  18. 18. Community Management`Key Skills 2012`CUSTOMERACQUISITION
  19. 19. So, in summary.The role ideal is in effect, the same.The playground just got bigger, andsomebody somewhere, realised it works.
  20. 20. You’re still here…? Thank you. www.cloudnine-media.co.uk www.sociagility.com/talent Steve WardTwitter: @CloudNineRec | Facebook: facebook.com/cloudninerec

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