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Online Community Manager

                   Yes, It's Really a Job




           Dawn Foster
Intel Community Manager for MeeGo

            dawn@fastwonder.com

 04/20/10                FastWonderBlog.com   1
Agenda
  ●   Defining Community
  ●   Community Manager Jobs
       – Examples of Community Manager Jobs

           –   What They Do & Skills Required
           –   Salaries and Career Paths
  ●   Guiding Principles and Best Practices




04/20/10                     FastWonderBlog.com   2
What is this thing we call community?




                In Person Community Activities

04/20/10                FastWonderBlog.com       3
What is this thing we call community?




                Social Media / Social Networking

04/20/10                 FastWonderBlog.com        4
What is this thing we call community?




               Corporate / Customer Communities

04/20/10                 FastWonderBlog.com       5
What is this thing we call community?




                   Virtual Communities

04/20/10              FastWonderBlog.com      6
Why Companies Participate in Communities
 ●    People: gives people a place to engage with
      your company
 ●    Product Innovation: get product feedback
 ●    Collaboration: work together to solve issues
      or come up with new ideas
 ●    Evangelism: help you grow evangelists for
      your products from outside of your company
 ●    Brand Loyalty: engagement
      can drive a tremendous
      amount of loyalty
      for your products
                               http://www.flickr.com/photos/kimtimnashville/58797765/
04/20/10               FastWonderBlog.com                                       7
Why Do People Participate?
                       Social                                Status &
                                            Fun             Recognition
       Passion
                                                      Financial
                         Work
                                       Career
    Develop                                                       Learning
                                    Advancement
     Skills


           ●   Motivation is complex (multiple influences)
           ●   If people aren't motivated, they won't participate
           ●   Promotion must take motivation into account



04/20/10                         FastWonderBlog.com                          8
Community Managers Help Ensure Success

  “Jobs of the future, #1: Online                  What Skills do we need?
     Community Organizer
                                                        –    Patience
... If you were great at this, I'd imagine you'd
never ever have trouble finding good work.”
                                                        –    Networking
                                 --Seth Godin
                                                        –    Communication
What do we do?                                          –    Facilitation
   –   Ongoing Facilitation                             –    Technical Skills
   –   Monitoring Conversations                         –    Marketing
   –   Content Creation / Mgmt                          –    Self-Motivation
   –   Evangelism                                       –    Workaholic Tendencies
   –   Community Evolution                              –    Organization
04/20/10                                FastWonderBlog.com                       9
People are Watching You


“My eyes see.
  His eyes see.
    I see him.
       And he sees me.

And so we say,             Translation:
   “Hooray for eyes!         People see everything
Hooray, hooray, hooray...    you do in the community.
            ... for eyes!”   Be a good example of
                                           the “right” behavior.

 04/20/10             FastWonderBlog.com                           10
Job Market
              “It's a hot job. We only expect it to get hotter.

             Every smart business now communicates online, with
            customers, with employees and with the world at large.”

                            --Marshall Kirkpatrick (November)
                                      from ReadWriteWeb

 ●   Recent Hires                           ●   Job Openings Now
       –   Wieden + Kennedy                      –    The Weather Channel
       –   Zappos                                –    Wikia
       –   Intel                                 –    Hilton
       –   Samsung                               –    EMC

04/20/10                         FastWonderBlog.com                     11
Examples of Community Manager Jobs




04/20/10       FastWonderBlog.com    12
Community Manager Job Titles




                                     Source: ForumOne December 2009
04/20/10        FastWonderBlog.com                           13
Job Satisfaction




                                        Source: ForumOne December 2009
04/20/10           FastWonderBlog.com                           14
Community Manager Compensation




                                    Source: ForumOne December 2009
04/20/10       FastWonderBlog.com                           15
Compensation By Age




                                    Source: ForumOne December 2009
04/20/10       FastWonderBlog.com                           16
Salary Satisfaction




                                       Source: ForumOne December 2009
04/20/10          FastWonderBlog.com                           17
Average Number of Hours per Week




                                    Source: ForumOne December 2009
04/20/10       FastWonderBlog.com                           18
Guiding Principles and Best Practices




04/20/10         FastWonderBlog.com     19
Community Ownership
           “You may own the software, but the
                 community owns itself.”

                                    --Clay Shirky


       ●   The community "owns" the community
       ●   A company who starts a community:
           –   owns the infrastructure
           –   facilitates the discussions
           –   moderates and keeps people in check
       ●   If the company doesn't play nice with the community,
           the community will take discussions elsewhere
       ●   Like hosting a party
04/20/10                        FastWonderBlog.com           20
Guiding Principles: It's All About the People
●   Focus on the individuals: Participate as a person, not
    a corporate entity
●   Be Sincere: Sincerity = believability & credibility
●   Not all about you: Community is about conversation,
    which is by definition two-way
●   Be a Part of the Community: Don't try to control it
●   Everyone’s a Peer:
    You are not the expert;
    knowledge comes from
    everywhere



04/20/10                   FastWonderBlog.com             21
Play Nice
                                 "I'm the Lorax who speaks for
                                the trees which you seem to be
                                    chopping as fast as you
                                            please.

                                 NOW...thanks to your hacking
                                 my trees to the ground, there's
                                 not enough Truffula Fruit to go
                                             'round.
Translation:
   Play Nice: Be polite and     And my poor Bar-bar-loots are
                                   all getting the crummies
   respectful in your
                                because they have gas, and no
   interactions with other         food in their tummies!"
   members
 04/20/10                FastWonderBlog.com                  22
Where and How NOT to Participate
 ●    Do not participate on
      competitor's sites
      (considered slimy &
      bad manners)
 ●    Do not participate in
      communities solely to
      pimp your products.
                                 http://www.flickr.com/photos/victoriafee/2740896609
 ●    Do not mention your
      products in every post.
      Talk about the industry first
      & your products second

04/20/10                          FastWonderBlog.com                           23
How to Participate ...
Listen First: Understand the Norms
 ●   Each site has it's own norms
       –   Language and terminology
       –   Acceptable behavior
 ●   Participate gently at first
       –   Pick one site to start
       –   Spend more time listening               http://www.flickr.com/photos/niclindh/1389750548


       –   Take the time to understand how people participate
       –   Participate with an individual account first
       –   Engage in additional sites as you get comfortable
       –   Begin participating for your organization
04/20/10                      FastWonderBlog.com                                           24
Make it Fun
                                  Why do you sit there like that?
                                        I know it is wet.
                                   And the sun is not sunny.
                                  But we can have lots of good
                                       fun that is funny!

                                   I know some good games we
                                              could play.
                                      I know some new tricks.
                                      I will show them to you.
Translation:                        Your mother will not mind at
                                               all if I do.
   Have fun! Lighten it up
   occasionally!
 04/20/10                    FastWonderBlog.com               25
Q&A
Additional Reading:
●   http://fastwonderblog.com/starting-point/

Great Blogs with Job Listings:
●   http://www.web-strategist.com/blog
●   http://www.socialmediajobs.com/
●   http://www.communityguy.com


About Dawn:
●   Intel Community Manager for MeeGo
●   More Info: http://fastwonderblog.com
●   Dawn@FastWonder.com
●   @geekygirldawn on Twitter          http://www.flickr.com/photos/ahockley/3036575066/


04/20/10                          FastWonderBlog.com                               26

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Online Community Manager, Yes it's really a job 2010

  • 1. Online Community Manager Yes, It's Really a Job Dawn Foster Intel Community Manager for MeeGo dawn@fastwonder.com 04/20/10 FastWonderBlog.com 1
  • 2. Agenda ● Defining Community ● Community Manager Jobs – Examples of Community Manager Jobs – What They Do & Skills Required – Salaries and Career Paths ● Guiding Principles and Best Practices 04/20/10 FastWonderBlog.com 2
  • 3. What is this thing we call community? In Person Community Activities 04/20/10 FastWonderBlog.com 3
  • 4. What is this thing we call community? Social Media / Social Networking 04/20/10 FastWonderBlog.com 4
  • 5. What is this thing we call community? Corporate / Customer Communities 04/20/10 FastWonderBlog.com 5
  • 6. What is this thing we call community? Virtual Communities 04/20/10 FastWonderBlog.com 6
  • 7. Why Companies Participate in Communities ● People: gives people a place to engage with your company ● Product Innovation: get product feedback ● Collaboration: work together to solve issues or come up with new ideas ● Evangelism: help you grow evangelists for your products from outside of your company ● Brand Loyalty: engagement can drive a tremendous amount of loyalty for your products http://www.flickr.com/photos/kimtimnashville/58797765/ 04/20/10 FastWonderBlog.com 7
  • 8. Why Do People Participate? Social Status & Fun Recognition Passion Financial Work Career Develop Learning Advancement Skills ● Motivation is complex (multiple influences) ● If people aren't motivated, they won't participate ● Promotion must take motivation into account 04/20/10 FastWonderBlog.com 8
  • 9. Community Managers Help Ensure Success “Jobs of the future, #1: Online What Skills do we need? Community Organizer – Patience ... If you were great at this, I'd imagine you'd never ever have trouble finding good work.” – Networking --Seth Godin – Communication What do we do? – Facilitation – Ongoing Facilitation – Technical Skills – Monitoring Conversations – Marketing – Content Creation / Mgmt – Self-Motivation – Evangelism – Workaholic Tendencies – Community Evolution – Organization 04/20/10 FastWonderBlog.com 9
  • 10. People are Watching You “My eyes see. His eyes see. I see him. And he sees me. And so we say, Translation: “Hooray for eyes! People see everything Hooray, hooray, hooray... you do in the community. ... for eyes!” Be a good example of the “right” behavior. 04/20/10 FastWonderBlog.com 10
  • 11. Job Market “It's a hot job. We only expect it to get hotter. Every smart business now communicates online, with customers, with employees and with the world at large.” --Marshall Kirkpatrick (November) from ReadWriteWeb ● Recent Hires ● Job Openings Now – Wieden + Kennedy – The Weather Channel – Zappos – Wikia – Intel – Hilton – Samsung – EMC 04/20/10 FastWonderBlog.com 11
  • 12. Examples of Community Manager Jobs 04/20/10 FastWonderBlog.com 12
  • 13. Community Manager Job Titles Source: ForumOne December 2009 04/20/10 FastWonderBlog.com 13
  • 14. Job Satisfaction Source: ForumOne December 2009 04/20/10 FastWonderBlog.com 14
  • 15. Community Manager Compensation Source: ForumOne December 2009 04/20/10 FastWonderBlog.com 15
  • 16. Compensation By Age Source: ForumOne December 2009 04/20/10 FastWonderBlog.com 16
  • 17. Salary Satisfaction Source: ForumOne December 2009 04/20/10 FastWonderBlog.com 17
  • 18. Average Number of Hours per Week Source: ForumOne December 2009 04/20/10 FastWonderBlog.com 18
  • 19. Guiding Principles and Best Practices 04/20/10 FastWonderBlog.com 19
  • 20. Community Ownership “You may own the software, but the community owns itself.” --Clay Shirky ● The community "owns" the community ● A company who starts a community: – owns the infrastructure – facilitates the discussions – moderates and keeps people in check ● If the company doesn't play nice with the community, the community will take discussions elsewhere ● Like hosting a party 04/20/10 FastWonderBlog.com 20
  • 21. Guiding Principles: It's All About the People ● Focus on the individuals: Participate as a person, not a corporate entity ● Be Sincere: Sincerity = believability & credibility ● Not all about you: Community is about conversation, which is by definition two-way ● Be a Part of the Community: Don't try to control it ● Everyone’s a Peer: You are not the expert; knowledge comes from everywhere 04/20/10 FastWonderBlog.com 21
  • 22. Play Nice "I'm the Lorax who speaks for the trees which you seem to be chopping as fast as you please. NOW...thanks to your hacking my trees to the ground, there's not enough Truffula Fruit to go 'round. Translation: Play Nice: Be polite and And my poor Bar-bar-loots are all getting the crummies respectful in your because they have gas, and no interactions with other food in their tummies!" members 04/20/10 FastWonderBlog.com 22
  • 23. Where and How NOT to Participate ● Do not participate on competitor's sites (considered slimy & bad manners) ● Do not participate in communities solely to pimp your products. http://www.flickr.com/photos/victoriafee/2740896609 ● Do not mention your products in every post. Talk about the industry first & your products second 04/20/10 FastWonderBlog.com 23
  • 24. How to Participate ... Listen First: Understand the Norms ● Each site has it's own norms – Language and terminology – Acceptable behavior ● Participate gently at first – Pick one site to start – Spend more time listening http://www.flickr.com/photos/niclindh/1389750548 – Take the time to understand how people participate – Participate with an individual account first – Engage in additional sites as you get comfortable – Begin participating for your organization 04/20/10 FastWonderBlog.com 24
  • 25. Make it Fun Why do you sit there like that? I know it is wet. And the sun is not sunny. But we can have lots of good fun that is funny! I know some good games we could play. I know some new tricks. I will show them to you. Translation: Your mother will not mind at all if I do. Have fun! Lighten it up occasionally! 04/20/10 FastWonderBlog.com 25
  • 26. Q&A Additional Reading: ● http://fastwonderblog.com/starting-point/ Great Blogs with Job Listings: ● http://www.web-strategist.com/blog ● http://www.socialmediajobs.com/ ● http://www.communityguy.com About Dawn: ● Intel Community Manager for MeeGo ● More Info: http://fastwonderblog.com ● Dawn@FastWonder.com ● @geekygirldawn on Twitter http://www.flickr.com/photos/ahockley/3036575066/ 04/20/10 FastWonderBlog.com 26