Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Presented by:
                            C
Community Management




        Olivier Blanchard
        16 November 2011
Presented by:
                             C
Community Management




        @thebrandbuilder / www.smroi.net

         O...
Part 1: Why do you need a community manager?
What the hell is a
community manager?
What the hell does a
community manager
   actually do?
… and what the hell is
     the point?
:   You are basically looking at
       two schools of thought.
So what you’re telling me is that
if we don’t get into social media, our
company will just shrivel up and die?




       ...
I can’t wait to manage
                         conversations!




                                              We’re goi...
Wrong.
Wrong.
Wrong.
Wrong.
#$%@*?!?!
How can we use this medium
                                                   to build value
                             ...
Can this medium
  help us get
more customers?




       Yep.
… and increase sales?




          Yep.
… and increase
customer loyalty??




        Sure.
What about
fixing a PR disaster?




      Absolutely.
How about
improving customer service?

                              That would be clutch.




           That too.
Your company doesn’t need 1,000,000 followers.
Your company doesn’t need 1,000,000 followers.




Your company needs 1,000,000 new customers.




            Conversions...
Your company doesn’t need 1,000,000 followers.




Or 1,000,000 loyal customers who won’t leave.




            Conversio...
Your company doesn’t need 1,000,000 followers.




Or 10 – 1,000,000 advocates who will come to your aid.




            ...
Your market is a community.
Actually, your market is a community of communities.

                   Obama 2008 Supporters




                   Teac...
What do communities do?




Communities form around common objects.
Communities can form around a variety of objects:

Brand:           Apple, Harley Davidson, Canon
Hobby:           Wood tu...
Communities can form around a variety of objects:

Brand:           Apple, Harley Davidson, Canon
Hobby:           Wood tu...
:   “How do we fit into this universe?”
Where are the areas of intersect between you and your market?

If you’re a General Mills, for example, communities to look...
Where are the areas of intersect between you and your market?

 If you’re a General Mills, for example, communities to loo...
:         “Do we want to just keep marketing
                                       to consumers all day? …



… or do we ...
Do you want to be out here – just marketing?




Or do you also want to be down here?
…But you are still a business.




:     “What are we ultimately trying to
                               drive?”
As a business, what do you really want to drive?




Customer                                  Customer
Acquisition       ...
What should every interaction drive?




          Awareness

             Value

          Preference
What should every interaction drive?
Awareness
Value
Preference



Customer                                   Customer
Acq...
Part 2: What is a community manager’s job?
What roles does your community manager play?

-Becomes the face of the brand online.
   -Humanizes the brand
   -Serve as ...
What should every interaction drive again?
Awareness
Value
Preference



Customer                                   Custom...
What does a Community manager do?

Listen
Respond
Share
Drive
Coordinate
Report
Enable & Support
What does a Community manager do?

Listen
     Mentions
     Questions
     Ideas
     Complaints
     Trouble
Respond
Sha...
What does a Community manager do?

Listen
Respond
     Mentions
     Questions
     Ideas
     Complaints
     Trouble
Sha...
What does a Community manager do?

Listen
Respond
Share
     Content          (blog posts, videos, articles, podcasts)
   ...
What does a Community manager do?

Listen
Respond
Share
Drive
     Conversations                     (Directly)
          ...
What does a Community manager do?

Listen
Respond
Share
Drive
Coordinate
     Response to mentions, questions, ideas, comp...
What does a Community manager do?

Listen
Respond
Share
Drive
Coordinate
Report
     Upwards to management (Social Media D...
What does a Community manager do?

Listen
Respond
Share
Drive
Coordinate
Report
Enable & Support
     In-community advocat...
This is how things scale:
Part 3: Identifying, hiring and developing a CM
Think of a community manager as
a Chief Communications Officer in training.
Grab a sheet of paper and create 3 columns

Qualities          Skills          Red flags
(Most important)

Cannot be taugh...
Qualities
 Someone naturally friendly, helpful, compassionate and giving.
 (Whatever the opposite of an asshole is, that i...
Skills / experience
 Fluency with your company & brand(s)
 Technical fluency with your products
 Ability to legitimately e...
Red flags
 The applicant looks great on paper but strikes you as an asshole.

 Poor communications skills.
 Any sign of im...
Who is responsible for the community manager?

It is the social media director’s job to properly
identify, recruit, develo...
FIND OUT MORE AT   SMROI.NET




                                      Ask away.


Olivier Blanchard
864.630.7398
www.theb...
Slide Credits
Some slides shamefully borrowed from Flickr and Google Images. Attribution or lack thereof may not necessari...
Community Management for Business: A primer
Community Management for Business: A primer
Upcoming SlideShare
Loading in …5
×

of

Community Management for Business: A primer Slide 1 Community Management for Business: A primer Slide 2 Community Management for Business: A primer Slide 3 Community Management for Business: A primer Slide 4 Community Management for Business: A primer Slide 5 Community Management for Business: A primer Slide 6 Community Management for Business: A primer Slide 7 Community Management for Business: A primer Slide 8 Community Management for Business: A primer Slide 9 Community Management for Business: A primer Slide 10 Community Management for Business: A primer Slide 11 Community Management for Business: A primer Slide 12 Community Management for Business: A primer Slide 13 Community Management for Business: A primer Slide 14 Community Management for Business: A primer Slide 15 Community Management for Business: A primer Slide 16 Community Management for Business: A primer Slide 17 Community Management for Business: A primer Slide 18 Community Management for Business: A primer Slide 19 Community Management for Business: A primer Slide 20 Community Management for Business: A primer Slide 21 Community Management for Business: A primer Slide 22 Community Management for Business: A primer Slide 23 Community Management for Business: A primer Slide 24 Community Management for Business: A primer Slide 25 Community Management for Business: A primer Slide 26 Community Management for Business: A primer Slide 27 Community Management for Business: A primer Slide 28 Community Management for Business: A primer Slide 29 Community Management for Business: A primer Slide 30 Community Management for Business: A primer Slide 31 Community Management for Business: A primer Slide 32 Community Management for Business: A primer Slide 33 Community Management for Business: A primer Slide 34 Community Management for Business: A primer Slide 35 Community Management for Business: A primer Slide 36 Community Management for Business: A primer Slide 37 Community Management for Business: A primer Slide 38 Community Management for Business: A primer Slide 39 Community Management for Business: A primer Slide 40 Community Management for Business: A primer Slide 41 Community Management for Business: A primer Slide 42 Community Management for Business: A primer Slide 43 Community Management for Business: A primer Slide 44 Community Management for Business: A primer Slide 45 Community Management for Business: A primer Slide 46 Community Management for Business: A primer Slide 47 Community Management for Business: A primer Slide 48 Community Management for Business: A primer Slide 49 Community Management for Business: A primer Slide 50 Community Management for Business: A primer Slide 51 Community Management for Business: A primer Slide 52 Community Management for Business: A primer Slide 53 Community Management for Business: A primer Slide 54 Community Management for Business: A primer Slide 55 Community Management for Business: A primer Slide 56 Community Management for Business: A primer Slide 57 Community Management for Business: A primer Slide 58 Community Management for Business: A primer Slide 59 Community Management for Business: A primer Slide 60 Community Management for Business: A primer Slide 61
Upcoming SlideShare
Data-Driven Online Community Management
Next
Download to read offline and view in fullscreen.

40 Likes

Share

Download to read offline

Community Management for Business: A primer

Download to read offline

1. The business value of community management.
2. The functions of a community manager from a business perspective.
3. Tips on identifying, hiring, training and managing community managers.

Presentation delivered at General Mills for MIMA on 16 November 2011

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Community Management for Business: A primer

  1. Presented by: C Community Management Olivier Blanchard 16 November 2011
  2. Presented by: C Community Management @thebrandbuilder / www.smroi.net Olivier Blanchard 16 November 2011
  3. Part 1: Why do you need a community manager?
  4. What the hell is a community manager?
  5. What the hell does a community manager actually do?
  6. … and what the hell is the point?
  7. : You are basically looking at two schools of thought.
  8. So what you’re telling me is that if we don’t get into social media, our company will just shrivel up and die? I saw it on CNN. 1. The “we need to be in social media too” crowd.
  9. I can’t wait to manage conversations! We’re going to score This engagement strategy is so many retweets!!! going to be epic! Buzzword salad.
  10. Wrong.
  11. Wrong.
  12. Wrong.
  13. Wrong.
  14. #$%@*?!?!
  15. How can we use this medium to build value for our customers? … and be even better at what we do? 2. The “we want to leverage social media to improve business” crowd.
  16. Can this medium help us get more customers? Yep.
  17. … and increase sales? Yep.
  18. … and increase customer loyalty?? Sure.
  19. What about fixing a PR disaster? Absolutely.
  20. How about improving customer service? That would be clutch. That too.
  21. Your company doesn’t need 1,000,000 followers.
  22. Your company doesn’t need 1,000,000 followers. Your company needs 1,000,000 new customers. Conversions are gold.
  23. Your company doesn’t need 1,000,000 followers. Or 1,000,000 loyal customers who won’t leave. Conversions are gold.
  24. Your company doesn’t need 1,000,000 followers. Or 10 – 1,000,000 advocates who will come to your aid. Conversions are gold.
  25. Your market is a community.
  26. Actually, your market is a community of communities. Obama 2008 Supporters Teachers Black hat wearers Chihuahua owners
  27. What do communities do? Communities form around common objects.
  28. Communities can form around a variety of objects: Brand: Apple, Harley Davidson, Canon Hobby: Wood turning, PC gaming, Gardening Sports: Triathlon, Football, Car racing (and sub-categories) Clubs: Fraternities, associations, sports teams Lifestyle: Vegetarianism, modern primitives, hipsters, emo Products: Ford Mustang, Google+, Cheerios Causes: Ending hunger in Africa, Fighting poverty in the US Movements: #OccupyWallStreet Celebrities: Lady Gaga, Ashton Kutcher, Bono, the Pope Entertainment: Music, movies, games, theater (and sub-categories) Religion: Denominations & topic subcategories Politics: World views & topic subcategories Technology: Categories & topic subcategories Professional: Massage therapists, dentists, students Etc.
  29. Communities can form around a variety of objects: Brand: Apple, Harley Davidson, Canon Hobby: Wood turning, PC gaming, Gardening Sports: Triathlon, Football, Car racing (and sub-categories) Clubs: Fraternities, associations, sports teams Lifestyle: Vegetarianism, G&L, Products: Ford Mustang, Google+, Cheerios Causes: Ending hunger in Africa, Fighting poverty in the US Movements: #OccupyWallStreet Celebrities: Lady Gaga, Ashton Kutcher, Bono, the Pope Entertainment: Music, movies, games, theater (and sub-categories) Religion: Denominations & topic subcategories Politics: World views & topic subcategories Technology: Categories & topic subcategories Professional: Massage therapists, dentists, students Etc.
  30. : “How do we fit into this universe?”
  31. Where are the areas of intersect between you and your market? If you’re a General Mills, for example, communities to look into might be… Foodies  Recipes  preparation ideas  Storage ideas Health-conscious  Benefits of eating Cheerios Eco-conscious  How does General Mills support their values? Global Trade Watchers  How is General Mills leading the way? Mommy blogger readers  Recommendations, approval, validation Where does your universe overlap with theirs? This is the bridge that connects you to them. Hint: It isn’t just your gizmo or “your brand.”
  32. Where are the areas of intersect between you and your market? If you’re a General Mills, for example, communities to look into might be… Foodies  Recipes  preparation ideas  Storage ideas Health-conscious  Benefits of eating Cheerios Eco-conscious  How does General Mills support their values Global Trade Watchers  How is General Mills leading the way Mommy blogger readers  Recommendations, approval, validation Some of your content can be pure marketing push, but it can also be links to content not produced by you or that doesn’t reference your brand at all. Think about the broader narrative of the community, not just your own.
  33. : “Do we want to just keep marketing to consumers all day? … … or do we want to also try and embed ourselves into their communities and participate in their lives in a more organic, natural, more relevant manner?” (Because now, we can.)
  34. Do you want to be out here – just marketing? Or do you also want to be down here?
  35. …But you are still a business. : “What are we ultimately trying to drive?”
  36. As a business, what do you really want to drive? Customer Customer Acquisition Retention Customer Developme
  37. What should every interaction drive? Awareness Value Preference
  38. What should every interaction drive? Awareness Value Preference Customer Customer Acquisition Retention Awareness Awareness Value Value Preference Preference Customer Developme
  39. Part 2: What is a community manager’s job?
  40. What roles does your community manager play? -Becomes the face of the brand online. -Humanizes the brand -Serve as a primary brand ambassador -Represents the brand offline as well (engagement is analog too) -Monitors digital channels -(Changes in volume of mentions, tone, topics, threats, opportunities) -Acts as first line of defense online during a PR crisis. -Acts as a your representative and the community’s -Manages and curates your content & social feeds -Be expected to be a knowledgeable resource -Support all other relevant business functions -Customer service, PR, product management, quality control, marketing, sales
  41. What should every interaction drive again? Awareness Value Preference Customer Customer Acquisition Retention Awareness Awareness Value Value Preference Preference Customer Developme
  42. What does a Community manager do? Listen Respond Share Drive Coordinate Report Enable & Support
  43. What does a Community manager do? Listen Mentions Questions Ideas Complaints Trouble Respond Share Drive Coordinate Report Enable & Support
  44. What does a Community manager do? Listen Respond Mentions Questions Ideas Complaints Trouble Share Drive Coordinate Report Enable & Support
  45. What does a Community manager do? Listen Respond Share Content (blog posts, videos, articles, podcasts) News (Company-related, community-related) Information (Tips, special offers) Social objects (Retweets, mentions, etc.) Drive Coordinate Report Enable & Support
  46. What does a Community manager do? Listen Respond Share Drive Conversations (Directly) - #Chats, discussions, WOM Business objectives (Indirectly) - Awareness for xyz - Preference for xyz Coordinate Report Enable & Support
  47. What does a Community manager do? Listen Respond Share Drive Coordinate Response to mentions, questions, ideas, complaints, crises - With appropriate departments & outside agencies Supports: PR, marketing, ad campaigns, consumer insights, data analysts, market research, customer service, HR, etc. Report Enable & Support
  48. What does a Community manager do? Listen Respond Share Drive Coordinate Report Upwards to management (Social Media Dir., CCO) Sideways to business teams / product teams Outward to community Enable & Support
  49. What does a Community manager do? Listen Respond Share Drive Coordinate Report Enable & Support In-community advocates In-community experts In-community thought leaders In-community contributors
  50. This is how things scale:
  51. Part 3: Identifying, hiring and developing a CM
  52. Think of a community manager as a Chief Communications Officer in training.
  53. Grab a sheet of paper and create 3 columns Qualities Skills Red flags (Most important) Cannot be taught Can be taught Relating to qualities = bad Relating to skills = assess and address
  54. Qualities Someone naturally friendly, helpful, compassionate and giving. (Whatever the opposite of an asshole is, that is what you want.) Passionate about your company, its products, its mission. (Hard to be an ambassador and front-line defender if it’s just a job.) Natural communicator. Grammar, spelling, tone, etc. (Offline, online, everywhere, on every platform.) Eager collaborator. Good sense of humor. Good sense of what is and isn’t appropriate. Will keep a cool head no matter what the crisis.
  55. Skills / experience Fluency with your company & brand(s) Technical fluency with your products Ability to legitimately establish leadership role within the community Fluency with social and digital platforms (Twitter, Facebook, etc.) Fluency with social and digital workflow tools (Spiral16, Radian6, etc.) Fluent with your social media org chart (collaboration) Conflict resolution experience Crisis communications experience Customer service experience Business (operational) savvy Other community management experience
  56. Red flags The applicant looks great on paper but strikes you as an asshole. Poor communications skills. Any sign of immaturity that isn’t charming. Too much focus on a “personal brand.” Talks about themselves a lot. Virtually no online social engagement. (Anemic feed.) Too focused on social or digital “marketing.” Can’t or won’t take work home. (CM isn’t just a 9-5 job.) Has worked as a community manager for “a ton of companies.” Lone wolf syndrome (doesn’t play well with others). Their online behavior. Their CV’s “narrative” does not match their online profile.
  57. Who is responsible for the community manager? It is the social media director’s job to properly identify, recruit, develop and manage community managers. It helps to partner with the company’s PR, Legal, HR, IT, Customer Service, and Product Management resources (among others) to address any and all skill gaps and potential red flags. A framework of training, evaluation and internal certification needs to be established and followed. It is crucial to have a qualified social media director on staff who knows how to do this OR to work with consulting organizations that can perform this function.
  58. FIND OUT MORE AT SMROI.NET Ask away. Olivier Blanchard 864.630.7398 www.thebrandbuildermarketing.com @thebrandbuilder (on Twitter)
  59. Slide Credits Some slides shamefully borrowed from Flickr and Google Images. Attribution or lack thereof may not necessarily reflect all international image copyrights or ownership. If you feel that one of your images was used in this presentation without your permission or proper attribution, please contact me at your convenience and the image will be either properly attributed or removed at your request. Slides 1, 2, 22-28, 35, 40 Archival images Slide 3 http://img.moonbuggy.org/children-in-gas-masks/ Slides 4, 5, 6, 8, 9, 14, 16-21, www.ufoseries.com Slide 10 www.systemcomic.com Slides 11, 12, 13 www.tomfishburne.com Slide 15 www.templeofcats.com Slide 51 www.smroi.net Slide 52 www.olivierblanchard.net FIND OUT MORE AT SMROI.NET
  • PattyLee25

    Nov. 30, 2021
  • kyawsoenyan

    Oct. 11, 2017
  • banakadah

    Aug. 19, 2016
  • lauraalvaradorockwall

    Sep. 18, 2015
  • jmoritz

    Apr. 2, 2014
  • monicahermosillo5

    Nov. 5, 2013
  • AlejandraArreola2

    Oct. 31, 2013
  • maxOz

    Feb. 19, 2013
  • cyserrano

    Oct. 16, 2012
  • marcelvankanten

    Oct. 10, 2012
  • jonasdelosreyes

    Sep. 13, 2012
  • haroldkip

    Aug. 26, 2012
  • paulmww

    Jul. 9, 2012
  • jdegrijs

    Jun. 26, 2012
  • ChrisCatania

    Apr. 16, 2012
  • gabrielebarni

    Feb. 27, 2012
  • analucianovak

    Jan. 31, 2012
  • clodia

    Jan. 30, 2012
  • juliencharlesbe

    Jan. 19, 2012
  • ronnitino

    Jan. 11, 2012

1. The business value of community management. 2. The functions of a community manager from a business perspective. 3. Tips on identifying, hiring, training and managing community managers. Presentation delivered at General Mills for MIMA on 16 November 2011

Views

Total views

14,315

On Slideshare

0

From embeds

0

Number of embeds

562

Actions

Downloads

164

Shares

0

Comments

0

Likes

40

×