The document outlines 7 steps for developing a community manager for social and mobile media strategies: 1) Admit the importance of social media and community building. 2) Develop a brand community strategy by identifying goals, benefits, and using models to guide strategy. 3) Dedicate proper staffing resources including hiring a community manager with the right skills and personality. 4) Establish the duties and responsibilities of the community manager role and supporting teams. 5) Create perspective by filtering social media technologies and audiences. 6) Establish metrics to measure community engagement and success. 7) Think innovatively about how to leverage community input and speed of communication.

1. SOCIAL & MOBILE MEDIA STRATEGIES MEDIA STRATEGIES Developing a Social Community Manager

4. Step One: Are You Willing To Admit It?

5. "There is no reason anyone would want a computer in their home." Ken Olson President/founder Digital Equipment Corp., 1977 "I think there is a world market for maybe five computers." Thomas Watson Chairman of IBM, 1943 Is This a Fad?

6. Brand Control

8. So, do you think you can “lock up” your brand?

9. A Brand Built on Security kryptonitelock.com

10. Kryptonite Compromised?

11. Source: Fortune (12/29/04), Technorati

12. Source: Hitwise

13. Social Networking and Forums Sites Compared to Travel Industry Age of Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. The 25-55 y.o. age group makes up 62% of the social networking world and constitutes 60% of the traveling community. Source: Hitwise

14. Social Networking and Forums Sites Compared to Travel Industry Household Income Visitors to: Social Networking and Forums Sites Social Networking and Forums Sites Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Those making between $30K and $150K make up 60% of the social networking world, and constitute 75% of the traveling community. Source: Hitwise

15. Step Two: Develop a Brand Community Strategy

23. FLIRT - KEY ELEMENTS Source: Sami Viitamaki - Flirt Model FOCUS INCENTIVES TOOLS LANGUAGE RULES STRATEGIC TACTICAL TECHNICAL

29. Chevy Tahoe Ad

30. Step Three: Establish the Proper Staffing

34. Text

37. Conversions

38. Step Four: Establish Duties & Responsibilities

39. Organization Design

44. Step Five Create Perspective

45. The two components 1. Filtering the technology 2. Filtering your audience

46. Filtering the Technology Technology Putting It All In Perspective

47. Overwhelming!

48. The Big Players

49. A little cleanup

50. and a little organization

51. ...and finally.

52. Filtering the Audience Audience Putting It All In Perspective

53. The Social Technographics Ladder

54. The Social Technographics Profile Toys-R-Us and L.L. Bean http://www.forrester.com/Groundswell/profile_tool.html

55. Step Six: Establish Metrics

59. The Marketing Funnel Awareness Consideration Preference Action Loyalty Eyeballs Buyers

61. Step Seven Think Along New Lines

62. Most Embarrassing Moment

63. Twitter = Ask the Audience

64. “ The online world, or what we call the internet, is first and foremost about information.” Jakob Nielsen Nielsen-Norman Group useit.com Web 1.0 Web 2.0 Web 2.5

65. “ There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” SPEED OF COMMUNICATION

69. The speed at which information can be made available will become an increasingly important factor in brand loyalty.

70. Where are you eating today?

71. Tacos via Twitter

73. QUESTIONS