There is a world of difference between 'doing social media' and 'community management'. Social networks that need to make money – like Facebook, Twitter and LinkedIn – don't necessarily make building, developing, maintaining and governance within a community easy. A brief overview of community management fundamentals and best practice examples, the business value it can bring to organisations and some of the tools and techniques to make your community management as effective as possible.

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#CIPRSM
Community
management
-­‐
the
difference
between
'doing
social
media'
and
being
an
effec8ve
#CMGR
Michelle
Goodall
@greenwellys
–
MCIPR
4th
July
2013
SOCIAL
SUMMER

2. #CIPRSM
#CIPRSM
Copyright
Michelle
Goodall
2013
Hello
–
I’m
Michelle
Goodall
@greenwellys
| May 2013| 2 | Trainer: Michelle Goodall ©, Online PR/social media consultant

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Copyright
Michelle
Goodall
2013
• Social
Media
v
Community
Management?
• Best
practice
• Measurement
&
ROI
• Tools
and
techniques
Click
to
edit
Master
title
style

4. #CIPRSM
#CIPRSM
Copyright
Michelle
Goodall
2013
A
group
of
people
who
form
relationships
over
a
common
interest
What
is
a
community?

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#CIPRSM
Copyright
Michelle
Goodall
2013
A
group
of
people
who
are
motivated
to
form
relationships
online
(and
offline!)
over
a
common
interest
So
an
online
community
is…

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#CIPRSM
Copyright
Michelle
Goodall
2013
Practice
Shared
strong
motivations
based
on…
Place
Lifestages/circumstance
Interests/Passions
Problems/Goals

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#CIPRSM
Copyright
Michelle
Goodall
2013
Different
community
member
types…
Lurker?
Newbie?
Regular?
Troll?
Expert?
Firefighter?
Misguided?
Self-­‐Promoter?

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#CIPRSM
Copyright
Michelle
Goodall
2013
With
different
motivations…
To
get
something
for
nothing
To
make
connec8ons
To
sense
check
my
knowledge
To
let
off
steam
Persuade
others
To
collaborate
with
others
To
get
myself
known
Altruism
To
learn
from
others

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#CIPRSM
Copyright
Michelle
Goodall
2013
The
‘4
Ages’
of
community
Usenet
1980’s
Forums
and
Grouped
Web
Pages–
mid
1990’s
Social
Networks
and
Open
Source
PlaBorms
–
2001/2003
onwards
Customer
CommuniGes

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#CIPRSM
Copyright
Michelle
Goodall
2013
Many
different
types
of
community
Private
customer/
stakeholder
communiGes
(non
brand)
Fan
communiGes
etc…
Company
sponsored
collaboraGve
customer
community
(brand)
Fan
communiGes

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#CIPRSM
Copyright
Michelle
Goodall
2013
Social
networks
the
community
platform
of
choice
for
many…
But,
they
aren’t
necessarily
the
best
or
easiest
to
use
online
community
tools/plaTorms…

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#CIPRSM
Copyright
Michelle
Goodall
2013
Social
Media
or
Community
Management?
Is
it
just
semantics?
• ‘Social
Object’
content
• Loose
network
• Primarily
hub
and
spoke
engagement
between
content
creator/admin
and
members
• Shared
aims/purpose
• Distributed
leadership
or
a
more
complex
leadership
system
• Core
membership
• Higher
%age
of
Inter
member
interac8on
• Rela8vely
stable
and
ac8ve

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#CIPRSM
Copyright
Michelle
Goodall
2013
Community
Managers…
Operate
from
deep
within
the
company,
managing
customer
relationships
with
a
brand
or
product,
and
each
other.
Facilitates
efficient
inter-­‐team/staff
communication
and
collaboration.
Focuses
on
the
flow
of
information
and
knowledge,
strengthening
relationships
and
promoting
productive
collaboration,
which
may
include
moderation
and
hosting
the
company’s
community
platform.
Placement
within
the
Organisation
chart
is
more
likely
to
be
connected
to
Editorial,
Product
development,
Business
development,
and
Marketing.

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#CIPRSM
Copyright
Michelle
Goodall
2013
Social
Media
Managers
Operate
from
the
edges
of
the
company,
managing
brand
recognition/reputation
outside
of
the
scope
of
the
brand
website.
Focused
on
listening
and
evaluating
brand
perception,
planning
campaigns
and
promotional
initiatives
to
promote
the
company’s
message,
building
and
leveraging
social
networks
on
social
platforms
such
as
Twitter
&
Facebook
to
facilitate
depth
of
communication.
Usually
be
found
within
the
Organisation
chart
connected
to
Marketing,
PR,
and
Sales.
Source:
An
interview
with
Blaise
Grimes
Viort
h_p://socialmediatoday.com/vanessa-­‐dimauro/842111/social-­‐media-­‐manager-­‐vs-­‐online-­‐community-­‐
manager-­‐same-­‐or-­‐different

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Michelle
Goodall
2013
Their
KPIs…
• Drive
‘leads’
• Raise
visibility
and
awareness
• Increase
engagement
• Impact
sales
Community
Manager
Social
Media
Manager
• Customer
service
• Facilitate/
Improve
inter-­‐
member
‘customer
service’
• Feedback
into
product/service
development
• Increase
product
usage
• Increase
loyalty

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Michelle
Goodall
2013
But,
in
many
organisations
there
is
often
one
role…
Ma#
Owen
–
Head
of
Social
-­‐
Econsultancy
…supported
by
wider
team

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Copyright
Michelle
Goodall
2013
However
you
define
it
–
SMM
or
CMGR’s
strategic
role
is
to…
PURPOSE
ADVOCACY
BUSINESS
CASE

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#CIPRSM
Copyright
Michelle
Goodall
2013
1. A
strategic
tool
for
uncovering
business
insights.
2. Managing
the
influencers
who
are
driving
the
conversation
around
your
brand.
3. Marketing
that
provides
value
and
turns
customers
into
evangelists.
4. A
critical
component
of
customer
care.
5. Transforming
your
organization
to
meet
the
transparency
and
humanity
customers
now
expect
of
brands.
Social
media
definition

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#CIPRSM
Copyright
Michelle
Goodall
2013
Community
Management
definition
1. Executive
in
the
company
who
acts
as
an
ambassador
of
the
company/brand
on
the
web.
2. The
building
and
monitoring
of
multiple
communities
generated
in
blogs,
forums,
social
networks
3. Becoming
the
authorised
voice
of
the
company
4. Aptitude
and
the
ability
to
make
decisions
regarding
the
company's
image
or
brand

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#CIPRSM
Copyright
Michelle
Goodall
2013
Summary
• Online
community
=
group
of
people
motivated
to
form
relationships
over
a
common
interest
• ‘4
Ages’
• Community
v
Social
Media
–
not
just
semantics…
• …but
a
single
role
in
many
organisations
• Strategic
role:
Business
Case,
Purpose,
Advocacy

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#CIPRSM
Copyright
Michelle
Goodall
2013
Online
Community
Best
Practice

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#CIPRSM
Copyright
Michelle
Goodall
2013
1. A
genuine
need
2. Clear
aims
(internal
&
external)
3. Understanding
role
of
company
or
organisation
4. Understanding
audiences/
stakeholders/community
members
–
motivations
and
behaviours
5. Understanding
community
and
member
lifecycle
The
10
secret
ingredients…

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#CIPRSM
Copyright
Michelle
Goodall
2013
6. Long
term
investment
–
not
just
short
term
KPIs
7. Resource
–
sponsor,
skilled
#CMGR,
go
to
contacts
for
engagement
at
scale
8. The
right
tools
for
content
creation/
curation
and
management
9. Bridge
online
and
offline
where
possible
10. Above
all…”create
a
culture
of
WE”
–
an
“Eco
System
not
an
Ego
system”
The
10
secret
ingredients…

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#CIPRSM
Copyright
Michelle
Goodall
2013
First
of
all…how
not
to
do
it
h_p://www.superlucky.co.uk/2013/06/greenstone-­‐cayenne-­‐red-­‐and-­‐their-­‐scam.html

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Michelle
Goodall
2013
…and
how
really
not
to
do
it…

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Michelle
Goodall
2013
Econsultancy

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Michelle
Goodall
2013
Econsultancy
create
curate
innovate

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Copyright
Michelle
Goodall
2013
Econsultancy

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Copyright
Michelle
Goodall
2013
Econsultancy

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#CIPRSM
Copyright
Michelle
Goodall
2013
Econsultancy

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#CIPRSM
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Michelle
Goodall
2013
• An
on
and
offline
community
• Community
of
practice,
goals,
problems
• Core
platforms
Blog,
Twitter,
Facebook,
G+
• Presence
on
all
relevant
SM
channels
and
experimenting
with
tools/technology
• SMM/CMGR
supported
by
wider
team
and
‘go
to’
people
• Constantly
measuring
ROI,
evaluating,
iterating
Summary

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Michelle
Goodall
2013
Hiut
Denim
• Community
of
purpose
and
place…not
just
of
interest

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Copyright
Michelle
Goodall
2013
Hiut
Denim

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Copyright
Michelle
Goodall
2013
Hiut
Denim

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Copyright
Michelle
Goodall
2013
Hiut
Denim

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Copyright
Michelle
Goodall
2013
Hiut
Denim

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#CIPRSM
Copyright
Michelle
Goodall
2013
• An
on
and
offline
community
• Community
of
place
and
purpose…not
just
interest
• Core
platforms
Blog
(Tumblr),
Twitter,
Instagram,
G+
(no
Facebook!)
• Curating
and
scrapbooking
–
not
looking
for
high
engagement
but
to
reinforce
company
culture
and
community
Summary

38. #CIPRSM
#CIPRSM
Copyright
Michelle
Goodall
2013
• Set
the
tone
• Create
a
welcoming
space
• Build
relationships
over
time
“Create
a
culture
of
WE…”

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Copyright
Michelle
Goodall
2013
• Learn
what
generates
discussion/activity
• Create
an
environment
for
all
members
(newbies
-­‐>
experts)
“Create
a
culture
of
WE…”

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#CIPRSM
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Michelle
Goodall
2013
• Moderation
–
firm
but
fair
(and
legal!)
• Fix
it
when
you
get
it
wrong
“Create
a
culture
of
WE…”

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Copyright
Michelle
Goodall
2013
How
do
you
measure
a
community

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Copyright
Michelle
Goodall
2013
If
you’re
doing
it
this
way…

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Michelle
Goodall
2013
• PR
metrics:
advocacy,
influence,
reach,
recognition,
sentiment
etc...
?
• Market
insight/research?
Better
segmentation?
• Customer
satisfaction?
• Direct
sales
conversions?
• Website
traffic?
• ‘Assisted’
conversions?
You
should
be
thinking
differently

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#CIPRSM
Copyright
Michelle
Goodall
2013
One
approach…
Business
Goals
ROI
use
cases
Service
and
Support
Customer
Service
call/contact
deflecGon
(cost
savings)
Knowledgebase
ownership
–
improve
quality
of
knowledgebase
Insights
&
InnovaGon
Research
–
cost
savings
on
qualita8ve
and
quanta8ve
research
Time
to
market
–
cost
savings
by
decreasing
TTM
via
customer/
stakeholder
input
ID
potenGal
brand/PR
issues
–
decrease
lead
8me
in
IDing
and
at
an
earlier
stage
Loyalty
Increased
customer
saGsfacGon
and
loyalty/brand
affinity
–
improved
customer
life8me
value
Awareness
Increase
in
reach
–
posi8ve
effect
on
SEO
and
online
reach
Sales
Lead
GeneraGon
AdverGsing/SubscripGons
Cross
and
upselling
–
higher
revenues
from
direct
/indirect
Source:
Oracle’s
Best
Prac=ces
for
Measuring
the
Return
on
Investment
of
Online
Communi=es

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Michelle
Goodall
2013
Community
health
metrics
• Growth
• Interaction
• Engagement
(esp.
inter-­‐member)
• ‘Atmosphere’
Etc…

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#CIPRSM
Copyright
Michelle
Goodall
2013
Third
party
platform
insights

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#CIPRSM
Copyright
Michelle
Goodall
2013
Your
owned
on-­‐site
community
• Views
and
Who
is?
• Popular
content/
Social
shares
• Engagement
and
advocates
• Effect
on
sales/
loyalty/basket
value
etc.
• A/B
and
multivariate
information
Etc…

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Copyright
Michelle
Goodall
2013
Essential
Tools

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Michelle
Goodall
2013
Competitor
analysis

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Michelle
Goodall
2013
Network/content
analysis

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Goodall
2013
Community
Management

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Goodall
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Community
Management
Source:
Smart
Insights

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Michelle
Goodall
2013
Content
Curation
–
Twitter
search/lists

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Michelle
Goodall
2013
Content
Curation
–
RSS
readers

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Michelle
Goodall
2013
SEO

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Copyright
Michelle
Goodall
2013
Content
calendar
Source:
h_p://contentmarke8ngins8tute.com/2010/08/content-­‐marke8ng-­‐editorial-­‐calendar/

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Copyright
Michelle
Goodall
2013
Social
media
sizing
cheat
sheet
Source:
h_p://www.lunametrics.com/blog/2012/11/12/final-­‐social-­‐media-­‐sizing-­‐cheat-­‐sheet/

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Michelle
Goodall
2013
Platform
Ts
&
Cs
knowledge

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#CIPRSM
Copyright
Michelle
Goodall
2013
• Create
a
“culture
of
WE”
“Eco
system
not
Ego
system”
• Align
Community
Measurements
to
Business
Goals
• Many
planning,
curation,
management,
measurement
tools
(at
many
price
points)
–
choose
what’s
right
• Content
planner
and
knowledge
of
third
party
platform
changes
and
Ts
&
Cs
required
Summary

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#CIPRSM
Thanks…please
connect
@greenwellys
gplus.to/michellegoodall
http://www.linkedin.com/in/michellegoodall

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Image
credits
Slide
4:
http://www.flickr.com/photos/37387356@N05/5567640057/
Slide
7&8:
h_p://www.flickr.com/photos/25773617@N05/4854041211/
Slide
15:
h_p://www.flickr.com/photos/91151853@N05/8281338574/
Slide
22&23:
h_p://www.flickr.com/photos/56649729@N00/3268752278/

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Thank
you
for
attending
Find
out
more
at
cipr.co.uk/social-­‐summer
SOCIAL
SUMMER