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2011 Community Roundtable Webinar on Social Media Today


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This is the deck that accompanies the April 2011 Webinar presented on the Social Customer. You can listen to the audio archive for free with simple registration at

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2011 Community Roundtable Webinar on Social Media Today

  1. 1. Webinar: The 2011 State of Community Management April 28, 2011 Sponsored by:
  2. 2. Speakers <ul><li>Robin Carey </li></ul><ul><li>Founder & CEO </li></ul><ul><li>Social Media Today </li></ul><ul><li>@robincarey </li></ul><ul><li>Rachel Happe </li></ul><ul><li>Principal & Co-Founder </li></ul><ul><li>The Community Roundtable </li></ul><ul><li>@rhappe </li></ul><ul><li>Dan Brostek </li></ul><ul><li>Consumer & Member Engagement </li></ul><ul><li>Aetna </li></ul><ul><li>@danbrostek </li></ul><ul><li>Cindy Meltzer </li></ul><ul><li>Community Manager </li></ul><ul><li>Isis Parenting </li></ul><ul><li>@cindymeltz </li></ul>@yourcustomers @TheCR #SOCM2011
  3. 3. Aetna <ul><li>Focused on developing an enterprise social media strategy in 2010 </li></ul><ul><li>Searched for ‘actionable’ frameworks to help us define our roadmap </li></ul><ul><li>Leveraged the Community Maturity Model at a ‘macro’ level </li></ul><ul><li>Developed a deep dive view on each of the competencies (i.e., best practices, pitfalls and Aetna's current state) </li></ul><ul><li>Aggregated gaps and shortfalls that we wanted to address within one to three years into specific initiatives </li></ul><ul><li>Benefit to Aetna: Technologies will change over time but this framework will still hold true </li></ul>@yourcustomers @TheCR #SOCM2011
  4. 4. Isis Parenting <ul><li>Founded in 2003, Isis Parenting has 130 employees and 5 Boston area locations. </li></ul><ul><ul><li>By operating community-based centers that combine expert-led classes with a highly-edited selection of specialty retail products, Isis has built a vibrant and supportive environment that transcends the typical consumer experience. </li></ul></ul><ul><ul><li>Five area hospitals have chosen to partner with Isis as the preferred provider of childbirth and parenting education.  And families delivering at any location are welcome to become part of the Isis community. </li></ul></ul><ul><li>Full time Community Manager, in place since Jan 2010, manages multiple customer-facing channels including an educational parenting blog, Facebook page, Twitter, YouTube channel, webinars and live chats. </li></ul><ul><li>Highly connected and engaged customer demographic. </li></ul><ul><li>Two primary goals for social media marketing in 2011: </li></ul><ul><ul><li>Accelerate customer acquisition and conversion process. </li></ul></ul><ul><ul><li>Seed our brand ahead of physical roll-out to new markets. </li></ul></ul>@yourcustomers @TheCR #SOCM2011
  5. 5. State of Community Management 2011 <ul><li>Market analysis </li></ul><ul><li>Survey findings </li></ul><ul><li>Compilation of practitioner lessons and practices </li></ul><ul><li>Resources </li></ul>@yourcustomers @TheCR #SOCM2011
  6. 6. Community Maturity Model TM @yourcustomers @TheCR #SOCM2011
  7. 7. Key Themes <ul><li>Social Business Becomes A Strategic Imperative </li></ul><ul><li>Interest in Community Management Has Increased </li></ul><ul><li>The Community Management Discipline is Evolving </li></ul><ul><li>A Lot of Confusion Remains </li></ul>@yourcustomers @TheCR #SOCM2011
  8. 8. 2. LEADERSHIP Leadership Key takeaway Community management isn’t just a role – it’s a perspective. Key takeaway Recruit leaders who are willing to be pioneers. Key takeaway Education is the key to success. Key takeaway Understand when and how to ask for support and authority.
  9. 9. 3. CULTURE Culture Key takeaway Ask for the truth, even if it hurts. Key takeaway Be prepared to let the outside in. Key takeaway Get multiple positive voices on your side to overcome company culture.
  10. 10. 6. POLICY & GOVERNANCE Policies & Governance Key takeaway Recognize that ‘policies’ are not the same as ‘guidelines.’ Guidelines are the expression, in accessible language, of the culture you wish to promote, and community boundaries. Key takeaway Keep key issues top-of-mind when structuring governance: regulatory environment; size; culture; strategy; and social business maturity. Key takeaway Centralize the role of the social team.
  11. 11. 7. TOOLS Tools Key takeaway Tools and technology tend to grow more complex and complicated over time. It is worth revisiting functionality to simplify your user experience. Key takeaway Don’t feel that you have to use every social media tool or channel available. Key takeaway Find the vendor(s) with the right fit for your organization.
  12. 12. 1. STRATEGY Strategy Key takeaway Don’t Replace What Works, Supplement With Community. Key takeaway It’s basic but worth repeating, know your target member . Key takeaway Nothing grows in a sandbox. If you want to see growth, you need to build a garden.
  13. 13. 4. COMMUNITY MANAGEMENT Community Management Key takeaway It’s counterintuitive but do not jump in and automatically answer questions or help out. Key takeaway Schedule regular brown bag lunches or show & tells that help others understand social tools and your social initiatives. Key takeaway Lead by example and show members how you want them to behave. Key takeaway The social media space is about personal connections. It is a channel that is owned by the customer, not the company as a marketing avenue.
  14. 14. 5. CONTENT & PROGRAMMING Content & Programming Key takeaway Your content strategy needs to be focused on both your audience AND your goals. Key takeaway Create content plans that bridge your audiences. If you look at your content holistically and broadly, you’ll be more relevant to your audiences. Key takeaway Create content that fills a needed gap. Ensure your content has a unique angle, and fills the void for information missing in the marketplace. Key takeaway Keep attention spans in mind. Consider the length, quality, quantity, portability and “snackability” of content when you’re planning.
  15. 15. 8. METRICS & MEASUREMENT Metrics & Measurement Key takeaway Don’t think about metrics as a single set. Different metrics serve the needs of different audiences. Typically there are three types of scorecards: the strategic, the operational, and one with daily task-based reporting. Key takeaway Executives have become numb to copious amounts of data. What actually provides meaning and drives change is the ability to share a story. Using metrics to support a story maximizes the impact of data. Key takeaway Community ROI does not happen overnight. The ROI of community activity can take a while; there’s very little that’s quick about changing behaviors. Key takeaway Remember the “billboard” example.
  16. 16. State of Community Management 2011 <ul><li>Market analysis </li></ul><ul><li>Survey findings </li></ul><ul><li>Compilation of practitioner lessons and practices </li></ul><ul><li>Resources </li></ul>Download the 90+ page report for free at:
  17. 17. Questions? 4/14/11
  18. 18. Thank You! <ul><li>Contact us: </li></ul><ul><li>Robin Carey </li></ul><ul><li>@robincarey </li></ul><ul><li>Rachel Happe </li></ul><ul><li>@rhappe </li></ul><ul><li>Dan Brostek </li></ul><ul><li>@danbrostek </li></ul><ul><li>Cindy Meltzer </li></ul><ul><li>@cindymeltz </li></ul>@yourcustomers @TheCR #SOCM2011