Las habilidades de un community manager giran en torno a la communication, la empatía con la marca, su personalidad y su cultura, la comprensión de la conducta humana y motivaciones, construcción de relaciones interpersonales, resolución de conflictos, gestión de proyectos...

1. Community Manager
vs.
Social Media Manager
#SMWCMGR
What‘s The Difference?

2. Dan Spicer
Community Lead, EMEA, Hootsuite
@DanSpicer

3. • Community vs. Social Media
• Roles and Responsibilities
• Platforms and Tools
• Goals and KPIs
• Recruitment / Role Skills
Agenda

4. ‘Community’
A social unit of any size that shares
common values, behaviours and artifacts.
*wikipedia

5. ‘Social Media’
The social interaction among people in
which they create, share or exchange
information and ideas in virtual
communities and networks.
*wikipedia

7. Objective SettingSo why are we having this conversation?
50%
Growth in ‘Social Media Manager’
roles slowed in the last year
13x
as many jobs that involve the
use of social media

8. Social Media
Manager
Community
Manager?
Who do we need?

10. Objective SettingSo, what’s The Difference….
RESPONSIBILITIES? TOOLS? KPIS?

11. Community Management Responsibilities

12. Community Management Responsibilities
Relationships
Being an internal advocate for the customer.
Delivering insights about your customer and reporting on the
successes of the community
Enforcing guidelines, policies and governance + managing public and
private platforms
Building relationships with key members of the community,
nurturing customers and developing engagement strategies
Making the brand personal and accessible to customers
Insights
Personable
Moderation
Advocacy

13. Objective Setting
1

14. Objective SettingModerate Moderation 2

15. Moderation 2

16. Insights and Internal Advocacy3

17. Brand Ambassadors

18. Brand Ambassadors
200+ Hootups
in 62 countries
600+
Ambassadors in
29 countries
Supporting
initiatives in 15+
languages

19. Objective SettingSocial Media Management Responsibilities

20. Objective SettingSocial Media Management Responsibilities
Strategy
Assessing the effectiveness of social media activities
Maintaining the security of social media accounts
Curating and creating content for social platforms taking into
consideration platform nuisances
Alignment of social media strategies throughout
different departments within the company
Taking social data and turning it into actionable data
Security
Data
Content
Results

21. How can social
media help you
accomplish
business goals?
1

22. What’s being said about your brand?
Who is saying it?
Where are they saying it?
2

23. Curating and creating content3

24. of consumers say
they will change
their shopping
behavior in
response to social
media content
85%

25. Platforms and Tools – Community Management
COMMUNITY
MANAGER
Platforms
• Lithim, GetSatisfaction
• Vbulletin
• Dropal, Joomla
• Yammer, Jive
• Facebook, LinkedIn, G+
• Social CRM
• Forums
• Message Boards
• Enterprise Social Platforms
• Social networks
• Custom Developed
Examples
Considerations:
- Features and functionality i.e. grouping, private messaging,
- Game dynamics i.e. categorisation, badging, rewards etc.
- Responsive platform? Mobile functionality.

26. Platforms and Tools – Social Media Management
SOCIALMEDIA
MANAGER
Platforms
• Facebook, Twitter, LinkedIn
• Youtube, Vimeo
• Medium, Tumblr, Blogger
• Quora, Yahoo Answers
• Wikipedia
• Social Networks
• Video Networks
• Blogs / Microblogs
• Q&A Platforms
• Wikis
Examples
Considerations?

28. What Do They Measure

29. Community Goals and KPIs
80%
It costs 80% less to retain a
customer than acquire one
95%
Increasing retention rate by
5% can increase profiles by
95% over long-term*
*Harvard Business Study
** MSI Study
25%
Increased engagement on
community sites can result in
25% increase in revenue**

30. Key Performance Indicators:
§ Engagement (hard metrics)
§ # of relationships (size of community)
§ # of sign ups
§ # of active members vs. lurkers
§ Customer retention / churn rates
Pre During
Post
Community Goals and KPIs

31. Social Media Goals and KPIs
of businesses will
Lose market position
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello,
Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
1/4

32. Key Performance Indicators:
§ Engagement (likes, comments, RTs, shares)
§ Audience size and growth
§ Click-throughs
§ Conversions (direct and assisted)
§ Share of Voice / # of mentions
§ % Reduced costs
Owned Earned
Shared
Social Media Goals and KPIs

33. So What About Hiring For The Position?

34. Objective SettingThe Community Manager
Skills
• Communication
• Align with brand personality & culture
• Understanding of human behaviour and
motivations
• Relationship building
• Conflict resolution
• Project management
• Technical
Attributes
• People person
• Empathy
• Self-awareness
• Adaptability
• Good judgment
• Ethusiam

35. Objective SettingThe Social Media Manager
Skills
• Communication
• Listening
• Creativity
• Statistical analysis
• Public speaking
• Comfort with technology
• Understanding of social convergence –
owned, paid, earned
Attributes
• Passion
• Resourcefulness
• Conversational
• Operates with a sense of urgency
• Seeks Input
• A Thick Skin

36. Thank You!
Dan Spicer, EMEA Community Lead, Hootsuite
@DanSpicer
@Hootsuite_UK
http://blog.hootsuite.com