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8 Habits of Highly Effective Online Community Managers

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This presentation is from the ASAE Technology Conference in 2012 (#tech12). Learn from the top minds of online communities and social business on what community management means for associations. Learn why it matters and its role is in the online community lifecycle. Understand what to expect from an online community manager, how to invite community managers to the leadership table and how to measure success. Leave this session with 8 effective practices to successfully plan, launch and grow successful private online member communities. Contact the presenters at:
Maggie McGary (@maggielmcg) www.asha.org
Jim Storer (@JimStorer) www.community-roundtable.com
Josh Paul (@Joshua_D_Paul) www.socious.com

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8 Habits of Highly Effective Online Community Managers

  1. 1. 8 Habits of Highly Effective OnlineCommunity Managers December 6, 2012 H u b Ta g : # t e c h 1 2 L M 3 Maggie McGary Joshua Paul Jim Storer
  2. 2. Why Does Online CommunityManagement Matter?
  3. 3. http://commons.wikimedia.org/wiki/File:US_14.svg
  4. 4. http://commons.wikimedia.org/wiki/File:House_number_%2245%22_(South_Boston,_2006).jpg
  5. 5. Why Does Online CommunityManagement Matter?
  6. 6. Who We AreMission: Advancing the Business of Community Services1. Champion: Advocate for the needs of community • TheCR Network business owners • TheCR Focus2. Educate: Provide support and resources for • TheCR Advisory community & social business leaders • TheCR Research3. Curate: Aggregate, document, and share community • Community Management management best practices TrainingMember Organizations Leadership Team Rachel Happe Principal and Co-Founder @rhappe Jim Storer Principal and Co-Founder @jimstorer
  7. 7. Why Does Community Management Matter? 1. If you build it, will they come? Note: According to ourresearch, organizations with community managers are twice aslikely to have an open, sharing culture.
  8. 8. Why Does Community Management Matter? 2. Highly effective communitiesdepend on an activecommunity manager behind the scenes.
  9. 9. Example: Why Does Community Management Matter?
  10. 10. Strategy: OK, let’s get this out of the way…On its own, Facebook is not a viable, long term community strategy for your organization. Yo u m u s t d i v e r s i f y.
  11. 11. Strategy: Find your community sweet spotYo u r “ s w e e t s p o t ” for community isat the intersection of your organization’s goals and your target member ’sneeds & interests. http://www.healthyfoodfight.com/
  12. 12. Strategy: Do a deep dive member persona analysis Yo u c a n n e v e rspend too much time getting know your members.
  13. 13. Strategy: Just get started Don’t over- strategize... Communities take time tob u i l d a n d g r o w.Once you have a plan, go!
  14. 14. Habit #1: Become obsessive about knowing what makes your members tick.
  15. 15. Leadership: We’re moving from controlling…1. Closely aligned with organizational roles and a u t h o r i t y.2. Limits individuals to discrete sets of responsibilities.3. Creates a culture of individual turf and “ownership.” Image from Dave Gray, The Connected Company.
  16. 16. …to emergent leadership.1. Leadership is earned.2. Emergent leaders self- assign responsibilities and tasks.3. Emergent leaders: • Freely share value • Encourage, recognize and reward others • Partner for shared wins • Model behavior Image from Dave Gray, The Connected Company.
  17. 17. Jeff Schick: Example of an emergent leader VP of Social Software at IBM Writes daily blog posts based on a content template. Three benefits: 1. Aligns team and priorities 2. Enables serendipity 3. Increases empathy and respect
  18. 18. WL Gore: Example of an emergent company Goal: Products are designed to be the highest quality in their class and revolutionary in their effect. 1. Simple governance: no traditional organizational charts, no chains of command, nor predetermined channels of communication. 2. Push decision-making and responsibility to individual agents (associates) 3. Focus on vetting new agents in the system rather than measuring/fixing outputs Results: $3B in annual sales
  19. 19. Habit #2: View social as a natural extension of what you already do offline. Via E2 Conference on Flickr
  20. 20. Culture: …is a shared set of attitudes, values, goals and practices that characterizes an organization. Via http://gapingvoid.com/
  21. 21. Culture, like art, is hard to describe
  22. 22. Culture: Stories (and storytellers) weave the fabric of organizational culture.
  23. 23. Habit #3: Shift from a “transaction” to a“relationship” based mindset. Relationships endure.
  24. 24. Community Management: Community platform is not a community
  25. 25. Community Management: Identify supporters and support them http://www.flickr.com/photos/elwillo/4337007744/
  26. 26. Community Management: Reward participation
  27. 27. Community Management: Setstructure but let conversations flow
  28. 28. Habit #4:Continuously Advocate to Have Resources Dedicated To Community Management.
  29. 29. Content & Programming: Vital tothe success of an online community
  30. 30. Content & Programming: Drivedirection of community with content
  31. 31. Content & Programming:Association-driven vs. organic
  32. 32. Habit #5:Weave Community Stuff Into OtherCommunications.
  33. 33. Policies & Governance: Define expected culture through rules
  34. 34. Policies & Governance:Risk is part of community
  35. 35. Policies & Governance: Evaluate legaland ethical risks and plan how to handle
  36. 36. Habit #6:Be Hospitable toMembers’ Online Preferences
  37. 37. Online Community Tools
  38. 38. Creating Value: Discussions
  39. 39. Creating Value: Communities
  40. 40. Creating Value: Member/Expert Blogs
  41. 41. Keep Members Engaged: Email Engine
  42. 42. Keep Members Engaged: Email Alerts
  43. 43. Keep Members Engaged: Integrated Listserv
  44. 44. Creating ValueFiles, Video, & Audio Libraries
  45. 45. Keep Members EngagedCommunity & Events Mobile Apps
  46. 46. Creating ValueFinding People and Info
  47. 47. Creating ValueContent Management
  48. 48. Keep Members Engaged Gamification
  49. 49. Keeping Members Engaged Surveys & Polls
  50. 50. Habit #7: Balance Tools thatCreate Value and Tools that Create Engagement.
  51. 51. Metrics & Measurement
  52. 52. Metrics & Measurement: What Can Your Measure?
  53. 53. Metrics & Measurement:Measuring the Right Things
  54. 54. Examples of Metrics• Visit to Login Ratio• Login to Post & Comment Ratio• Post to Comment Ratio• Login to Action Ratio• Members to Completed Profile Ratio
  55. 55. Habit #8:Measure the Right Things and MakeAdjustments Often.
  56. 56. Takeaways1. Become obsessive about knowing what makes your members tick.2. View social as a natural extension of what you already do offline.3. Shift from a “transaction” to a “relationship” based mindset.
  57. 57. Takeaways4. Continuously Advocate to Have Resources Dedicated To Community Management.5. Weave Community Stuff Into Other Communications.6. Be Hospitable to Members’ Online Preferences.
  58. 58. Takeaways7. Balance Tools that Create Value and Tools that Create Engagement.8. Measure the Right Things and Make Adjustments Often.
  59. 59. Questions• Maggie McGary (@maggielmcg) www.asha.org• Jim Storer (@JimStorer) www.community-roundtable.com• Josh Paul (@Joshua_D_Paul) www.socious.com

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