community management: efficiencies and economies of scale
TRANSCRIPT
Community Management:Efficiencies and Economies of Scale
Obligatory IntroductionRichard Weil
Vice President of Client Services
…..and a disclaimer….
The Story Thus Far….
Community RelationsRoles and Responsibilities
Mix and Match:• Forum Management• Social Media roles• Contests / Events• “Live” Interaction• Environmental reporting• Fansite Management
Community RelationsOrganizational Structure
Models:• Marketing• Public Relations• Operations• Production / Development
Customer Support / ModerationRoles and Responsibilities
In-bound / Single Point contacts:• Email• UGC• Phone• Chat support
Customer Support / ModerationOrganizational Structure
• CS – duh
• Moderation – a little more complicated
VP of Marketing
CommunityDirector
CommunityManager
ForumModerator
ForumModerator
Social Media Manager
Social MediaSpecialist
Social MediaSpecialist
VP of Operations
Director of CustomerSupport
Technical Support Manager
CSR Lead
CSR
CSR
CSR Lead
CSR
CSR
CustomerSupportManager
CSR Lead
CSR
CSR
CSR Lead
CSR
CSR
Conflicting Situations
• Engagement/Live Events
·CS Issues on Social Media
·Bugs/QA/Tech Issues on Forums
·Customer Feedback Reporting
Traditional Organizational Structure
CEO
coo
VP Ops
Director of Customer Support
Customer Support Manager
CSR Lead
CSR
CSR
CSR Lead
CSR
CSR
Technical Support Manager
CSR Lead
CSR
CSR
CSR Lead
CSR
CSR
EVP Publishing
Executive Producer
Development Team
Producer
Community Manager
Moderator
Moderator
Executive Producer
Development Team
Producer
Community Manager
Moderator
Moderator
Executive Producer
Development Team
Producer
Community Manager
Moderator
Moderator
Studio/Publisher Model
Traditional Organizational Structure
VP of Marketing
CommunityDirector
CommunityManager
ForumModerator
ForumModerator
Social Media Manager
Social Media
Specialist
Social Media
Specialist
VP of Operations
Director of CustomerSupport
CustomerSupportManager
CSR Lead
CSR CSR
CSR Lead
CSR CSR
Technical Support Manager
CSR Lead
CSR CSR
CSR Lead
CSR CSR
Customer InteractionPlatforms:• Forums• CRM Systems• Live Chat / Phone• Social Media
Current Usage Advantages
• Delineated responsibilities• Silo structure• Familiarity – tools and processes
Current Usage Disadvantages• Responsibility gaps• Repetition• Familiarity = Monotony• Silo structure• Wasted knowledge• Intra-company communication lag
Is there another way?
Making a New Structure• Everyone on the same team• Pool approach to front-line duties• Specialize at mid-management levels• Create a tighter communication web
Traditional Organizational Structure
VP of Marketing
CommunityDirector
CommunityManager
ForumModerator
ForumModerator
Social Media Manager
Social MediaModerator
Social MediaModerator
VP of Operations
Director of CustomerSupport
CustomerSupportManager
CSR Lead
CSR CSR
CSR Lead
CSR CSR
Technical Support Manager
CSR Lead
CSR CSR
CSR Lead
CSR CSR
Streamlined Organizational Structure
VPDirector of Customer Relations
Customer CommunitySupport Manager
Manager
CSR / Moderator CSR / Moderator CSR / Moderator CSR / Moderator CSR / Moderator CSR / Moderator CSR / Moderator
Using the New Structure
• Integrate all facets of customer relations– Forums / CRM / Moderation
• Tiered responsibilities/ priorities• Go where the customers are
– Use Social Media as another resolution platform
Implementation Keys• Organizational discipline• Intelligent staffing• Ongoing training / development• Communication tools / processes
Why Does This Help?• Cost savings• Flexible employee pool• Professional Development• Cross-functional customer reach
Conclusions
Why?• Tighter times need greater efficiency• Organizational efficiency reduces staff fluctuations• Kill inter-departmental drama• Cross-trained teams provide flexibility• Better Customer Relations is a business differentiator
Questions
Thanks!