2011 community roundtable webinar on social media today
DESCRIPTION
This is the deck that accompanies the April 2011 Webinar presented on the Social Customer. You can listen to the audio archive for free with simple registration at http://thesocialcustomer.com/37524/audio-archive-2011-state-community-management-report&ref=slideshareTRANSCRIPT
Webinar: The 2011 State of Community Management
April 28, 2011
Sponsored by:
Speakers
Robin CareyFounder & CEOSocial Media Today@robincarey
Rachel HappePrincipal & Co-FounderThe Community Roundtable@rhappe
Dan BrostekConsumer & Member
EngagementAetna@danbrostek
Cindy MeltzerCommunity ManagerIsis Parenting@cindymeltz
@yourcustomers
@TheCR #SOCM2011
Aetna
Focused on developing an enterprise social media strategy in 2010
Searched for ‘actionable’ frameworks to help us define our roadmap
Leveraged the Community Maturity Model at a ‘macro’ level
Developed a deep dive view on each of the competencies (i.e., best practices, pitfalls and Aetna's current state)
Aggregated gaps and shortfalls that we wanted to address within one to three years into specific initiatives
Benefit to Aetna: Technologies will change over time but this framework will still hold true
@yourcustomers
@TheCR #SOCM2011
Isis Parenting
• Founded in 2003, Isis Parenting has 130 employees and 5 Boston area locations.
– By operating community-based centers that combine expert-led classes with a highly-edited selection of specialty retail products, Isis has built a vibrant and supportive environment that transcends the typical consumer experience.
– Five area hospitals have chosen to partner with Isis as the preferred provider of childbirth and parenting education. And families delivering at any location are welcome to become part of the Isis community.
• Full time Community Manager, in place since Jan 2010, manages multiple customer-facing channels including an educational parenting blog, Facebook page, Twitter, YouTube channel, webinars and live chats.
• Highly connected and engaged customer demographic.
• Two primary goals for social media marketing in 2011:
– Accelerate customer acquisition and conversion process.
– Seed our brand ahead of physical roll-out to new markets.
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@TheCR #SOCM2011
State of Community Management 2011
• Market analysis
• Survey findings
• Compilation of practitioner lessons and practices
• Resources
@yourcustomers
@TheCR #SOCM2011
Community Maturity Model TM
@yourcustomers
@TheCR #SOCM2011
Key Themes
1. Social Business Becomes A Strategic Imperative
2. Interest in Community Management Has Increased
3. The Community Management Discipline is Evolving
4. A Lot of Confusion Remains
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@TheCR #SOCM2011
2. LEADERSHIP
Leadership Key takeaway
Community management isn’t just a role – it’s a perspective.
Key takeaway
Recruit leaders who are willing to be pioneers.
Key takeaway
Education is the key to success.
Key takeaway
Understand when and how to ask for support and authority.
3. CULTURE
Culture
Key takeaway
Ask for the truth, even if it hurts.
Key takeaway
Be prepared to let the outside in.
Key takeaway
Get multiple positive voices on your side to overcome company culture.
6. POLICY & GOVERNANCE
Policies & Governance
Key takeaway
Recognize that ‘policies’ are not the same as ‘guidelines.’ Guidelines are the expression, in accessible language, of the culture you wish to promote, and community boundaries.
Key takeaway
Keep key issues top-of-mind when structuring governance: regulatory environment; size; culture; strategy; and social business maturity.
Key takeaway
Centralize the role of the social team.
7. TOOLS
Tools
Key takeaway
Tools and technology tend to grow more complex and complicated over time. It is worth revisiting functionality to simplify your user experience.
Key takeaway
Don’t feel that you have to use every social media tool or channel available.
Key takeaway
Find the vendor(s) with the right fit for your organization.
1. STRATEGY
StrategyKey takeaway
Don’t Replace What Works, Supplement With Community.
Key takeaway
It’s basic but worth repeating, know your target member.
Key takeaway
Nothing grows in a sandbox. If you want to see growth, you need to build a garden.
4. COMMUNITY MANAGEMENT
Community Management
Key takeaway
It’s counterintuitive but do not jump in and automatically answer questions or help out.
Key takeaway
Schedule regular brown bag lunches or show & tells that help others understand social tools and your social initiatives.
Key takeaway
Lead by example and show members how you want them to behave.
Key takeaway
The social media space is about personal connections. It is a channel that is owned by the customer, not the company as a marketing avenue.
5. CONTENT & PROGRAMMING
Content & Programming
Key takeaway
Your content strategy needs to be focused on both your audience AND your goals.
Key takeaway
Create content plans that bridge your audiences. If you look at your content holistically and broadly, you’ll be more relevant to your audiences.
Key takeaway
Create content that fills a needed gap. Ensure your content has a unique angle, and fills the void for information missing in the marketplace.
Key takeaway
Keep attention spans in mind. Consider the length, quality, quantity, portability and “snackability” of content when you’re planning.
8. METRICS & MEASUREMENT
Metrics & Measurement
Key takeaway
Don’t think about metrics as a single set. Different metrics serve the needs of different audiences. Typically there are three types of scorecards: the strategic, the operational, and one with daily task-based reporting.
Key takeaway
Executives have become numb to copious amounts of data. What actually provides meaning and drives change is the ability to share a story. Using metrics to support a story maximizes the impact of data.
Key takeaway
Community ROI does not happen overnight. The ROI of community activity can take a while; there’s very little that’s quick about changing behaviors.
Key takeaway
Remember the “billboard” example.
State of Community Management 2011
• Market analysis
• Survey findings
• Compilation of practitioner lessons and practices
• Resources
Download the 90+ page report for free at:
http://community-roundtable.com/socm-2011/
Questions?
4/14/11 17
Thank You!
Contact us:
Robin Carey@robincarey
Rachel Happe@rhappe
Dan Brostek@danbrostek
Cindy Meltzer@cindymeltz
@yourcustomers
@TheCR #SOCM2011