Innovative Disruptor - The Community Manager

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

[email protected]

Blog - CommunityStrategist.com

Presentations – slideshare.net/conniebensen

Director of Community Strategy & Social Media, Alterian