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Presented by:
                            C
Community Management




        Olivier Blanchard
        16 November 2011
Presented by:
                             C
Community Management




        @thebrandbuilder / www.smroi.net

         Olivier Blanchard
         16 November 2011
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 saw it on CNN.




          1. The “we need to be in social media too” crowd.
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.
Community Management for Business: A primer
Wrong.
Wrong.
Wrong.
Wrong.
#$%@*?!?!
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.
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 are gold.
Your company doesn’t need 1,000,000 followers.




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




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




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




                Conversions are gold.
Your market is a community.
Actually, your market is a community of communities.

                   Obama 2008 Supporters




                   Teachers
                                           Black hat wearers
Chihuahua owners
What do communities do?




Communities form around common objects.
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.
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.
:   “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 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.”
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.
:         “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.)
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                               Retention




                     Customer
                     Developme
What should every interaction drive?




          Awareness

             Value

          Preference
What should every interaction drive?
Awareness
Value
Preference



Customer                                   Customer
Acquisition                                Retention



                                           Awareness
     Awareness
                                           Value
     Value
     Preference                            Preference
                      Customer
                      Developme
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 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
What should every interaction drive again?
Awareness
Value
Preference



Customer                                   Customer
Acquisition                                Retention



                                           Awareness
     Awareness
                                           Value
     Value
     Preference                            Preference
                      Customer
                      Developme
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
Share
Drive
Coordinate
Report
Enable & Support
What does a Community manager do?

Listen
Respond
     Mentions
     Questions
     Ideas
     Complaints
     Trouble
Share
Drive
Coordinate
Report
Enable & Support
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
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
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
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
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
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 taught   Can be taught   Relating to qualities = bad
                                   Relating to skills = assess and address
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.
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
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.
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.
Community Management for Business: A primer
FIND OUT MORE AT   SMROI.NET




                                      Ask away.


Olivier Blanchard
864.630.7398
www.thebrandbuildermarketing.com
@thebrandbuilder (on Twitter)
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

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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.
  • 16. 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.
  • 17. Can this medium help us get more customers? Yep.
  • 18. … and increase sales? Yep.
  • 19. … and increase customer loyalty?? Sure.
  • 20. What about fixing a PR disaster? Absolutely.
  • 21. How about improving customer service? That would be clutch. That too.
  • 22. Your company doesn’t need 1,000,000 followers.
  • 23. Your company doesn’t need 1,000,000 followers. Your company needs 1,000,000 new customers. Conversions are gold.
  • 24. Your company doesn’t need 1,000,000 followers. Or 1,000,000 loyal customers who won’t leave. Conversions are gold.
  • 25. Your company doesn’t need 1,000,000 followers. Or 10 – 1,000,000 advocates who will come to your aid. Conversions are gold.
  • 26. Your market is a community.
  • 27. Actually, your market is a community of communities. Obama 2008 Supporters Teachers Black hat wearers Chihuahua owners
  • 28. What do communities do? Communities form around common objects.
  • 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, 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.
  • 30. 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.
  • 31. : “How do we fit into this universe?”
  • 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 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.”
  • 33. 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.
  • 34. : “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.)
  • 35. Do you want to be out here – just marketing? Or do you also want to be down here?
  • 36. …But you are still a business. : “What are we ultimately trying to drive?”
  • 37. As a business, what do you really want to drive? Customer Customer Acquisition Retention Customer Developme
  • 38. What should every interaction drive? Awareness Value Preference
  • 39. What should every interaction drive? Awareness Value Preference Customer Customer Acquisition Retention Awareness Awareness Value Value Preference Preference Customer Developme
  • 40. Part 2: What is a community manager’s job?
  • 41. 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
  • 42. What should every interaction drive again? Awareness Value Preference Customer Customer Acquisition Retention Awareness Awareness Value Value Preference Preference Customer Developme
  • 43. What does a Community manager do? Listen Respond Share Drive Coordinate Report Enable & Support
  • 44. What does a Community manager do? Listen Mentions Questions Ideas Complaints Trouble Respond Share Drive Coordinate Report Enable & Support
  • 45. What does a Community manager do? Listen Respond Mentions Questions Ideas Complaints Trouble Share Drive Coordinate Report Enable & Support
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. This is how things scale:
  • 52. Part 3: Identifying, hiring and developing a CM
  • 53. Think of a community manager as a Chief Communications Officer in training.
  • 54. 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
  • 55. 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.
  • 56. 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
  • 57. 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.
  • 58. 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.
  • 60. FIND OUT MORE AT SMROI.NET Ask away. Olivier Blanchard 864.630.7398 www.thebrandbuildermarketing.com @thebrandbuilder (on Twitter)
  • 61. 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