2012: craig thomler (delib) - community management: a profession or a task?
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Community management:
A profession or a task?
Craig ThomlerManaging Director
Delib Australia
13 September 2012
• Fun people to be around
• Highly social (at least online)
• Good at finding the middle ground
• Highly compassionate & empathetic
• They all have great community ‘stories’
• No-one appreciates what they do!!
What do we really know about community
managers in Australia?
Community managers…
• Spend most of their time hanging out in
forums/social media chatting with other people
• Spend the rest of their time at lunches/seminars
(like SWARM!) chatting with other people
• Don’t directly produce many physical outputs
(like reports, sales, cars, buildings)
• ‘Look’ like customer service representatives,
but what community managers do is less ‘real’
Is community management a REAL job?
• Joint effort between Delib Australia & Quiip
• Survey was in April 2012 – open for one month
• Received 75 completed responses
• 69 (92%) were Australian, 2 NZ, 4 elsewhere
• 61% female, 36% male, 3% didn’t say
Community Manager’s survey
The ‘average’ Aussie community manager…
and earn $79-99,000
Background: Comms/PR/Marketing
They live in NSW or Vic
work in their employer’s
office
manage two communities
Is a femaleaged 31-
40yrs
who works for 21-30hrs
per week
have spent 2-3 years in the industry
considered a
knowledge worker
Their key attributes…Attribute Includes Share
Empathetic Empathetic / Diplomatic / Patient / Mediator / Intuitive 20%
Organised Aware / Organised / Strategic / Manager 16%
Adaptible Flexible / Adaptable / Creative / Innovative 12%
EngagingSociable / People-skilled / Positive / Genuine / Humour /
Confident7%
Communicator Communicator / Marketer 6%
Creator Good writer / content creator 6%
Dispassionate Objective / Thick skinned /Decisive / Resilient 6%
Networker Networker / Influencer / Leader 5%
Analytical Analytical 5%
Dedicated Passionate / Enthusiastic / Dedicated 4%
Knowledgeable Knowledgeable / Fast learner 3%
Service-focused Customer service / audience focused 3%
Inclusive Collaborative / Democratic 3%
Tech savvy Technically savvy 2%
Channel savvy Social media savvy 2%
Teacher Teacher / Educator 1%
Their key challenges…
Challenge Example Share
Vision / Understanding Short-term focus / purpose 23%
Organisation / structure / support Red tape / senior buy-in 15%
User management / Participation & Growth Increasing engagement 14%
Time / Workload Time! Time! Time! (lack of) 13%
Managing difficult participants Troll herding 9%
Measurement and ROI Proving ROI 6%
Budget / resourcing Lack of funding 5%
Technology / Remaining up to date Legacy systems 4%
Responsiveness / Content Right balance in responding 4%
Risk & Governance Mitigating perceived risks 4%
Crisis management Managing at risk behaviours 2%
External perceptions Perception of industry 1%
• Inadequate training (60%)
• Risk averse organisation (20%)
• Being harassed (19%) – plus 5% unsure
• Getting harassment support (11%)
Other issues they face…
But really – how much are they paid?
Unpaid4%
$1 to $29,9994%
$30,000 -$49,999
8%
$50,000 -$69,999
28%
$70,000 -$99,999
35%
$100,000 -$129,999
13%
$130,000 or greater
7%
Not Answered1%
So how much experience do they have?
Less than one year10%
1-2 years19%
2-3 years28%
4-5 years25%
5-6 years5%
7-8 years1%
9-10 years3%
More than 10 years9%
And what do they spend their time doing?
Based on a 37hr week….
Challenge Time Share
Content 5 hrs 05 minutes 13.7%
Service 3 hrs 37 minutes 9.8%
Engagement 3 hrs 36 minutes 9.7%
Reporting 3 hrs 16 minutes 8.8%
Facebook 3 hrs 15 minutes 8.8%
Issue management 3 hrs 10 minutes 8.5%
Calendar 2 hrs 56 minutes 7.9%
Twitter 2 hrs 52 minutes 7.7%
Moderation 2 hrs 37 minutes 7.0%
Blogger engagement 2 hrs 05 minutes 5.6%
Administration 2 hrs 02 minutes 5.5%
Representing community 1 hr 43 minutes 4.7%
Other 53 minutes 2.4%
50.8% of time
(18 hrs 52 mins)
31.1% of time
(11 hrs 34 mins)
18.2% of time
(6 hrs 46 mins)
earn $79-99,000
background: Comms/PR/Marketing
live in NSW or
Vic
work in employer’s
office
Manage two communities
Femaleaged 31-
40yrs
work for 21-30hrs per
week
have spent 2-3 years in the industry
Considered a knowledge
worker
(Free) report coming soon!
(Free) report coming soon!
• Who are Australia’s community managers?
• Why do they manage communities?
• What types of communities do they manage?
• How do they measure success?
• What challenges do they face?
• What tools do they use?
• What fills their day?
• How mature are the organisations that employ them?
• What skills will help you break into the industry?
• What are the job criteria for high performing community managers?
?
Questions?
Craig Thomler
craig@delib.net
@CraigThomler
0411 780 194
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