Innovative Disruptor - The Community Manager

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Presented at WebCom International in Montreal, May 2007.
The presentation was recorded.

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Innovative Disruptor - The Community Manager

  1. 1. Innovative Disruptor aka Community Manager<br />Connie Bensen<br />@cbensen<br />May 26, 2010<br />
  2. 2. Social Media in the Enterprise<br />The Organization<br />The Role<br />Reporting<br />Key Performance Indicators<br />Salary <br />
  3. 3. The Organization<br />
  4. 4. Culture Shift <br />Community Needs<br />Ecosystem<br />Support<br />Facilitation<br />Arbitration<br />Empowerment<br />Resources<br />
  5. 5. Community Needs<br />
  6. 6. Ecosystem<br />
  7. 7. Support<br />
  8. 8. Facilitation<br />
  9. 9. Arbitration<br />
  10. 10. Empowerment<br />
  11. 11. Resources<br />
  12. 12. The Role<br />
  13. 13. Responsibilities & Goals of Community Manager Role<br />1. Online Marketing, Outreach Strategies & Building Brand Visibility<br />2. Public Relations <br />3. Customer & Technical Support <br />4. Product Development & Quality Assurance<br />6. Internal Web 2.0 Ambassador<br />7. Reporting<br />8. Goal Setting & Professional Development<br />http://conniebensen.com/2009/02/28/community-manager-responsibilities-and-goals/<br />
  14. 14.
  15. 15.
  16. 16. Communicator<br />
  17. 17. Translator<br />
  18. 18. Leader<br />
  19. 19. Bridge<br />
  20. 20. Explorer<br />
  21. 21. Educator<br />
  22. 22. Get to Know Your Customers<br />Listen<br />Understand your customer segments<br />Create a Strategy<br />Interact with them! Go to where they are at<br />Build relationships creating word of mouth<br />Identify advocates and provide support<br />Encourage peer support<br />Interact with influencers<br />
  23. 23.
  24. 24. Create an Inbound Strategy<br />Share Your Story<br />Create Interesting Content <br />Add Value & Provide Resources<br />Syndicate your content – help it grow legs<br />Widgets (Slideshare.net)<br />LinkedIn, Facebook<br />SocialMediaToday.com, MyVenturePad.com<br />Lead generation – Twitter, LinkedIn, Facebook<br />
  25. 25.
  26. 26. Reporting<br />
  27. 27. Everything is <br /> Measurable<br />
  28. 28. Set Goals to Measure<br /><ul><li>Bring outside ideas into organization
  29. 29. Generate more word of mouth
  30. 30. Increase customer loyalty
  31. 31. Increase product/brand awareness
  32. 32. Improve new product success ratios
  33. 33. Improve public relations effectiveness
  34. 34. Reduce customer acquisition costs
  35. 35. Reduce customer support costs
  36. 36. Reduce market research costs
  37. 37. Reduce product development costs</li></ul>Tip – Choose 1 or 2 to start with<br />
  38. 38. Monthly Reporting<br />Report on Objectives<br />established from goals of the position<br />Qualitative<br />Trends in members, topics, discovery of new communities<br />Quantitative<br />Benchmark based on previous report <br />Web Analytics <br />unless someone else is tracking them<br />Recommendations <br />Based on interactions with customers<br />
  39. 39. KPI’s<br />
  40. 40. Customized KPI’s<br />Social Reach Indicators<br />Alterian generated content<br /> views on Slideshare, whitepaper downloads<br /> Blog subscriptions<br />Community Health Indicators<br /> Volume of conversations about Alterian products<br />Social Influence/Reputation Indicators<br /> Reach of participation in:<br /> speaking, training customers/staff, collaborations<br />
  41. 41. Salary<br />
  42. 42.
  43. 43.
  44. 44. Resources<br />Peter Kim’s Wiki of Social Media Marketing Examples<br />http://wiki.beingpeterkim.com/<br />Groundswell by Charlene Li and Josh Bernoff<br />Measuring Public Relationships by Katie Delahaye Paine<br />Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge<br />Personality Not Included by RohitBhargava<br />Trust Agents by Chris Brogan & Julien Smith<br />
  45. 45. Connie Bensen<br />@cbensen<br />conniebensen@gmail.com<br />Blog - CommunityStrategist.com<br />Presentations – slideshare.net/conniebensen<br />Director of Community Strategy & Social Media, Alterian<br />

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