innovative disruptor - the community manager
DESCRIPTION
Presented at WebCom International in Montreal, May 2007. The presentation was recorded.TRANSCRIPT
Innovative Disruptor aka
Community Manager
Connie Bensen
@cbensen
May 26, 2010
Social Media in the Enterprise
• The Organization
• The Role
• Reporting
• Key Performance Indicators
• Salary
THE ORGANIZATION
Culture Shift
• Community Needs• Ecosystem• Support• Facilitation• Arbitration• Empowerment• Resources
COMMUNITY NEEDS
Ecosystem
Support
Facilitation
Arbitration
Empowerment
Resources
THE ROLE
Responsibilities & Goals of Community Manager Role
1. Online Marketing, Outreach Strategies & Building Brand Visibility
2. Public Relations
3. Customer & Technical Support
4. Product Development & Quality Assurance
6. Internal Web 2.0 Ambassador
7. Reporting
8. Goal Setting & Professional Development
http://conniebensen.com/2009/02/28/community-manager-responsibilities-and-goals/
Communicator
Translator
Leader
Bridge
Explorer
Educator
Get to Know Your Customers
• Listen– Understand your customer segments– Create a Strategy
• Interact with them! Go to where they are at• Build relationships creating word of mouth• Identify advocates and provide support• Encourage peer support• Interact with influencers
Create an Inbound Strategy
• Share Your Story– Create Interesting Content – Add Value & Provide Resources
• Syndicate your content – help it grow legs– Widgets (Slideshare.net)– LinkedIn, Facebook– SocialMediaToday.com, MyVenturePad.com
• Lead generation – Twitter, LinkedIn, Facebook
REPORTING
Everything is Measurable
Set Goals to Measure
• Bring outside ideas into organization• Generate more word of mouth• Increase customer loyalty• Increase product/brand awareness• Improve new product success ratios• Improve public relations effectiveness• Reduce customer acquisition costs• Reduce customer support costs• Reduce market research costs• Reduce product development costs
Tip – Choose 1 or 2 to start with
Monthly Reporting
• Report on Objectives– established from goals of the position
• Qualitative– Trends in members, topics, discovery of new communities
• Quantitative– Benchmark based on previous report
• Web Analytics – unless someone else is tracking them
• Recommendations – Based on interactions with customers
KPI’S
Customized KPI’s
Social Reach Indicators
Alterian generated content
views on Slideshare, whitepaper downloads
Blog subscriptions
Community Health Indicators
Volume of conversations about Alterian products
Social Influence/Reputation Indicators
Reach of participation in:
speaking, training customers/staff, collaborations
SALARY
Resources
• Peter Kim’s Wiki of Social Media Marketing Exampleshttp://wiki.beingpeterkim.com/
• Groundswell by Charlene Li and Josh Bernoff
• Measuring Public Relationships by Katie Delahaye Paine
• Putting the Public Back in Public Relations by Brian Solis & Deidre Breakenridge
• Personality Not Included by Rohit Bhargava
• Trust Agents by Chris Brogan & Julien Smith
Connie Bensen@cbensen
Blog - CommunityStrategist.com
Presentations – slideshare.net/conniebensen
Director of Community Strategy & Social Media, Alterian