This document discusses the evolving role of community management and social media engagement across various business areas like marketing, sales, customer service, and innovation. It emphasizes that effective stakeholder relationships now require a holistic approach that challenges traditional organizations. Community engagement can drive advocacy when brands curate quality content and information to build credibility and increase relevance, loyalty, and recommendations over time. However, community management must demonstrate value across the entire business to various metrics like social sentiment, lead generation, product advocacy, and customer loyalty. The changing communication landscape demands that organizations develop a culture of innovation and agility to engage audiences at the moment of influence using new techniques and analytics.

1. “When spider webs unite,they can tie
up a lion…”
Ethiopian proverb

4. “People are very open-minded about
new things.
As long as they are exactly like the old
ones.”
Charles Kettering
Inventor (1876-1958)

7. Web 1.0 Web 2.0 Social Web

8. “How many times do I have to tell you,
the right tool for the right job!”
Scotty from Star Trek

9. IT USED TO BE ABOUT MESSAGING.
TODAY IT’S ABOUT RELATIONSHIPS.
Effective management of stakeholder relationships requires a holistic,
integrated approach that will challenge traditional organizations.

10. HARNESSING THE POWER
OF COMMUNITIES

11. COMMUNITY MANAGEMENT MUST
“EARNVALUE”ACROSS A BUSINESS
EARNED
VALUE
BUSINESS AREA
Marketing/PR E-Commerce Service/Support Innovation Customer Experience
Insights Social Marketing/
PR Insights
Social Sales Insights Social Support Insights Innovation Insights Integrated Customer
Experiences
Social Engagement • Rapid Social Marketing
Response
• Crisis Communications
• Proactive WOM
• Rapid Social Sales
Response
• Group Social Shopping
• Proximity
influence/marketing
• Location-Based
Marketing
Rapid Social Support
Response
Crowd-sourced:
• R&D
• Branding
• Advocacy
• Influencer Mktg./VIP
Experiences
• Blogger Outreach
Sustained Social
Engagement
Brand Communities Social Commerce Product Support
Communities
Innovation
Communities
Loyalty Programs
ROI • Social Sentiment
Monitoring
• Social Campaign
Tracking
• Crisis Resolution
Lead Generation
Social Currency
Product Advocacy
Support Resolution NPD
Advocacy
Influence
Loyalty
Advocacy
Source: Adjusted from Altimeter Group, Social CRM, 2010.

12. ADVOCACY: “Passionate customer loyalty that motivates recommendations and
testimonials, and even a sense of deep ownership.”
Community engagement drives
advocacy
CATEGORY INTEREST
Building Credibility- “It works!”
AWARENESS
Increasing Relevance- “It’s a Brand for me.”
CONSIDERATION
Increasing Loyalty-“I won’t use any other Brand.”
ACTIVATION
Increasing Recommendations- “It’s a Brand you should use.”
PATHTOPURCHASE
ADVOCACY

13. “One man's transparency is another's
humiliation.”
Gerry Adams

14. (Must feed on a constant basis)
ONCEYOU START ENGAGING…
YOU CAN NOT STOP!!

15. BRANDS AS CURATORS OF CONTENT
Consumers no longer expect just great products. They also demand great
content and expect brands to be guarantors of quality information and
communication.

16. “To be trusted is a greater
compliment than to be loved.”
George Macdonald

19. REAL-TIME REPUTATION
MANAGEMENT
That crisis binder on the shelf behind you? It needs an overhaul.

20. THE CRISIS-PER-WEEK PHENOMENON:
FUELED AND CATALYZED BY SOCIAL MEDIA
Despite the huge role social media plays in driving and shaping crises, most
companies still don’t know how it can be used to prepare for, avoid and
recover from a crisis.

21. THE NEED FOR
A CULTURE OF INNOVATION
The communication landscape is changing at unbelievable speeds –
faster than the industry has ever seen. To thrive, organizations must
be nimble, agile and, above all else, innovative.

22. THE NEW LEARNING
MODELS
Everyone is a Teacher, Everyone is a Learner.

26. ENGAGEMENT @ THE MOMENT
OF INFLUENCE

27. LOCATION-BASED SERVICES
Getting Closer to the “Moment of Influence”

31. GAMING UNLOCKS
BEHAVIOR CHANGE
As gaming becomes more prevalent and universal, the role of games
presents new opportunities to reach and influence audiences.

32. AR meets PR
Augmented Reality (AR) challenges marketers to enhance consumer
experience with information--providing it when and where they need it.

37. NEW ANALYTICS
Beyond Impressions to Engagement and Outcomes

38. Alice came to a fork in the road.
“Which road do I take?” she asked.
“Where do you want to go?” responded the Cheshire cat.
“I don’t know,” Alice answered.
“Then,” said the cat,” it doesn’t matter”

39. Tenure Frequency
Recency
Engagement
Authority
Popularity
Influence Mentions
Sentiment

42. 42

43. “The value of a man should be seen in
what he gives and not in what he is able
to receive.”
Albert Einstein