This is a presentation I did at a workshop for a Aarhus, Denmark, based agency called Seismonaut. You can learn more about them here - www.seismonaut.com

1. Communication professional & social
media evangelist @ Grundfos
Soon to be MA in corporate communication
https://dk.linkedin.com/in/christopherkjaerulff @Chriskjaerulff
Christopher Kjærulff
Community Management sneak
peak
Views are my own, and were presented at
a Seismonaut workshop 18 June 2015

2. Who’s Grundfos
• Established in 1945
• Business-to-business company
• Manufactures energy efficient pumps
(pumps use approx. 10 percent of the worlds energy. We could save 4 percent of that by changing every
pump in the world to energy efficient ones!!!)
• More than 18.500 employees worldwide

3. So, what does Grundfos do on social?
Facebook – we share informative and educating industry-related stories
LinkedIn – we share visual content that tells the best Grundfos stories,
and global tendencies related to the industry.
Twitter – we share ‘real-time’ thought leadership
YouTube – we share videos on self-help, sustainability and applications
Employee advocacy – our employees share all of the above, which they
find interesting for themselves, and their networks

4. Our social media team
Digital Media
Manager
Social Media
consultant
(maternity leave)
Social Media
Consultant
‘de facto’
community
manager

5. The community manager
• Community management
• ‘Content creation’
• Publicering og annoncering

6. Community management
Messsage
type
Engaged
participants
Process Goals Measurement Percentage of
messages
How long
does it take?
Technical
questions
Technical
services
inquiries
Service
complaints
Community
Manager
Find
appropriate
spoke through
contact
database or
internal social
network
High level of
service
experience
for user(s)
Service level
agreement
(24h)
6 % of
engaged
messages on
CMS require
input from
spokes and/or
experts.
These
responses
involve a high
level of
coordination
with spokes
and take
roughly
between a
couple of
hours and up
to 24h.
Dialogue
about
reply/no reply
Relation
building effort
Spokespeople Monitor the
dialogue
Position as
topic experts
Collect user(s)
information in
CMS
Collect input
from user(s)

7. So, what’s good community management?

8. So, what’s good community
management … Groupon enters

9. So, what’s good community
management … Groupon enters

10. How is content made?
Social
Listening
Ideation Planning Engagement
management
Measure &
Optimize
Scheduling /
Publishing/Promotion
Touchpoint
selection
Message
- Purpose
- Audience
- Content
- Budget
- Call to action
(value)
Content
Inspiration
1st Draft 1stApproval 2ndApproval2nd Draft
Community
manager
Social media team
Marketing
Communications

11. So, what’s great content?
• It builds relations and trust
through knowledge
• It speaks about concepts and
tendencies instead of
products and the company

12. So, what’s great content?
• People are in focus
• It promotes the employees’
expertise

13. Here are some points to remember:
• What’s your goal with a
particular piece of content?
• Who’s the audience?
• What do you want them to do?
• Just one call-2-action – that’s
best practice! (not like that horrible
example to the right – way too many
options! – read more, link, link to other
people….)

14. Content
Manager
Content piece or package Schedule/publishing Advertisement
Task 1. Receive content
2. Check content
1. Format
2. Texts
3. Visuals/Video
4. Links
5. Call-to-actions
6. Purpose
7. Target group
8. ToV
1. Input content
2. Add tagging
3. Schedule
1. Time
2. Date
3. Channel(s)
4. Publish automated
1. Create add
1. Targeting
2. Budget
3. Placement
4. Optimization and
pricing
5. Objectives
6. Add to content
7. Add duration
Estimated time Content piece: 5 min Content piece: 5 min Content piece: 10 - 15
min
Content package (10-
14 piece):
1
hour
Content package (10-
14 piece):
1
hour
Content package (10-
14 piece):
2 hours
Total time
estimated
Content piece: 20-25 min
Content package (10-14 piece) 3-4 hours
Here’s how a publishing process could look …

15. Well that sounds easy! Where’s the fun
Facebook
Grundfos
Engineering
Grundfos for
Installers
Content that’s
highly technical
requires a large
network within the
organization.A global setup
means that there’s
a lot of coordination
But at the same
time affords a lot of
opportunities

16. https://dk.linkedin.com/in/christ
opherkjaerulff
@Chriskjaerulff
Thanks for listening