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The role of the community manager in your organisation


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The role of the community manager in your organisation

  1. 1. The Role of the Community Manager in your Organisation Blaise Grimes-Viort @blaisegv Head of Social Media & Engagement Services, Webjam (c)

  2. 2. Role ”Community management is concerned with all operational and strategic tasks and questions which arise about the design, building and managing an online community. The remit covers on one hand the care of members and on the other the provision of community-operation in terms of technical, legal and monetary aspects.” Daniel Langwasser, “Ambassador” “Human face of organisation” Pétur, Eve Online, Community Coordinator Alexandra, Dog’s Trust, CM/ SM Manager “Listen, listen, listen” “Eclectic” Heather, giffgaff, SM Manager Alistair, Ketchum, Community Manager
  3. 3. Characteristics Communicator Patience Technical Passion People Purpose Self-motivated Editorial Facilitator
  4. 4. Positioning Editorial Marketing Customer PR services Community Team Sales Technical
  5. 5. Organisational Structure Chief Community Officer Head of Community Community Community Community Manager Manager Manager
  6. 6. Bene ts of Community Manager Market Research R&D Information Community Team Training Knowledge
  7. 7. Market Research • Gathers customer opinions • Trusted public face of your company • Harnesses your brand champions • Wealth of marketing research • Word-of-mouth promotion • Positive brand perception source: “Phil Plait is listening”, by davefayram,
  8. 8. Case Study • Grew Twitter account to 20,000 followers • I am a Cosmo girl because... • Grew site community to 250,000 • Customer panel & editorial research • Cosmopolitan Blog Awards
  9. 9. Research & Development • In-depth understanding of your product • Collates data about customer feelings about your product • Harnesses your customers as a testing or research force • Long term benefit of customer panel • Deeper engagement between brand and consumers source: “Red Wing Shoes Factory Tour”, by ninahale,
  10. 10. Case Study PlayStation Beta Network • Testing implementation of network • Setting up advocate group for emerging network capabilities • Ongoing feedback loop to ensure online gaming platform was a success • Developed into beta testing community
  11. 11. Internal Training • Stays on top of emerging trends • Uses and develops advanced monitoring and management tools • Well placed to train your staff on new tools • Helps increase productivity • Increases staff engagement and happiness source: “John Ralston Saul keynote speech at the 2006 Parkland Conference”, by itzafineday,
  12. 12. Case Study JWT • Wanted to push knowledge around organisation • Also to drive innovation and creativity • 300 staff staff sharing ideas and inspiration • Process of training and perpetual education
  13. 13. Knowledge Archiving • Acts as both customer and company advocate • Passionate about both the product and the customer • Enthusiasm and energy is infectious • Deep knowledge and influence source: “arne jacobsen, rødovre library, 1961-1969”, by seier+seier,
  14. 14. Case Study Jono Bacon • Career spent deeply involved in open- source software industry • Was UK contact for KDE Linux development • Reference point for open source and Linux • Highly knowledgeable in software product community management source: “Ubuntu penguin”, by karindalziel,
  15. 15. Information Flow • Can piece together flows of information • Aggregator of your internal operations • Observes situations from above • Identifies the small details • Carries buckets of information • Heartbeat of your organisation source: “Philippines March 2005 025”, by Trishhhh,
  16. 16. Case Study
  17. 17. Effect on Community Activity • hired Community Manager to grow traffic Traffic increase of 63% Increase in subscribers of 164% Visitors via search increase by 57%
  18. 18. Effect on Community Activity • Tom Humbarger: Removal of CM leads to drop off in visits and activity • Fall-off of more than 63% on a week to week basis source: • Debra Askanase: Removal of CM results in collapse of activity on Facebook Page • From 25% conversion to website to 0 source:
  19. 19. So in Summary source: “I am an outrageous octopus!”, by hoyasmeg, http://
  20. 20. And a bit of... source: “S is for Superman”, by Xurble, xurble/376591423/
  21. 21. Thank you for listening. Blaise Grimes-Viort Head of Social Media & Engagement Services, Webjam Twitter: @blaisegv (c)