#firmday manchester 27 sept 13 adding value through community management - serge sergiou, smrs ltd

The FIRM

September 2013

Like. Follow. Connect. Recruit.Adding value through community management.

150%

Source: Dun & Bradstreet 2012

Community management is relevant to us all

What is community

Community is

NOT...

LIN

KED

IN

MY SPACE

BLOGS SOCIAL MEDIA

TWITTER

FACE BOOK

RSS

PROFILES

VIDEOS

PODCASTS

Community

IS...

DISCUSSIONSPEOPLEEMERGENT

SUPP

ORT

PASSION MISSIONOR

GAN

IC

AFFINITY

IDEAS

PURPOSEVOICESN

ETWORKIN

G

EMPATHYAL

IGN

MEN

TAFFINITY

DISCUSSIONSEMPATHYPASSION AFFINITY

Community A group of people with unique shared

values, behaviours and artifacts

Things that define community

1. A common interest or context

2. A sense of shared purpose and fate

3. A common set of needs

Why use community

1. Information travels faster

2. Shared ownership and commitment

3. Maximize investments

4. Reduce costs

Business goals determine ideal size for a community

ONLINE COMMUNITIES

GROUPS

COMMUNITIES

NETWORKS

SIZE

DENSITY OF RELATIONSHIP

COLLABORATION ADVOCACY EXPERTISE LOCATION AWARENESS

INNOVATION Q & A

COMPLEXITY OF DESIRED OUTCOME

Social media management and community management are not the same

SOCIAL MEDIA MANAGEMENT COMMUNITY MANAGEMENT

Communities mature and change

TIME

IMPA

CT

BEHAVIOURCHANGE

PULL

GROWTH

SATURATION

What is community management

Community management is the discipline of ensuring productive communities

Responsibilities• Define scope, ideal outcomes and boundaries

• Ensure participants receive more value than they contribute

• Promote, encourage and reward productive behaviours

• Discourage and limit destructive behaviours

• Facilitate constructive disagreement and conflict

• Advocate for the community and its members

• Monitor, measure and report

• Marshall internal advocates, resources and support

• Manage tools and member experience

The iceberg effect of community management

Visible• Managing Content (publishing, curating, tagging)

Updates Blog Posts ebooks & white papers Pictures Videos Podcasts

• Managing Events

• Welcoming new members

• Participating in conversation

• Reaching out to 3rd party influencers, partners and media.

• Communicating changes to policies, tools, programming etc

The iceberg effect of community management

Behind the scenes• Understanding members

• Back-channeling with members to encourage participation

• Building relationships with key members

• Taking issues off line

• Working with internal advocates to plan mutually beneficial programmes

• Program planning

• Collaborating internally

• Managing technology issues

• Communicating value and benefits of community internally

• Measuring & monitoring progress

What are the risks of not having community

management?

Ghost town

Land of 1,000 flowers

Drama central

A circling storm

A clique

Pile of tools

Money to burn

What makes a good community manager?

Skills• Communication

• Ability to match brand’s personality

• Understanding of human behaviour/motivations

• Relationship building

• Conflict resolution

• Project management

• Technology knowledge

Attributes• Love of people

• Judgement

• Tempered enthusiasm

• Empathy

• Adaptability

• Self awareness

Link in to a resourcing strategy?

• Hiring Objectives

• Quality Candidates

• Greater Efficiency

• Lower Costs

How do you build a thriving community

Observe your audience

Keep a regular schedule

1 2 3 4 5

6 7 8 9 10

12 13 14 15 16

17 18 19 20 21

22 23 24 25 26

27 28 29 30 31

Be welcoming

Provide a guide

Be valuable

Be a connector

Always have something interesting to say

@*%$:-)

Have Rules

Lead From the Back

Encourage your fans

Be prepared to ride the storm

Don’t ignore

Be multi-modal

Protect your herd

Community management within recruitment

Community centric recruitment

Employees

Talent

Alumni

Graduates

Other

Emplo

yee Referral Talent pipeliningGraduate engagementAlumni c

ommu

nity

Community referral - ROI

Responsibilities• Referrals are No. 1 Source of Hire in US (30% - 60% of hires)

• Referral hires are 17% more productive

• Referral hires are 20% faster to hire

• Referral hires have 18% better retention

• Referrals are most productive source of diversity

• Consistency & visibility across entire organisation

Improve productivity Reduced costs per-hire Retention

Talent pipelining – ROI

• Quality rather than quantity

• Long term, sustainable relationships

• Harder to find niche roles

• Relationships can be maintained with candidates from other campaigns

• Far better candidate experience

• Branded candidate experience

Case study – Eversheds Law Firm

Winner: ‘The Lawyer’ ‘most innovative recruitment’ award.

• 3,000 employees in 10 countries

• Referrals, talent pipelines, graduates, alumni communities

• Saved over £200,000 in 12 months

• 52% of referred applicants given interviews

• 1 out of 4 referred applicants hired

Case study – London 2012 (LOCOG)

• Processed over 200,000 applications and made 8,300 hires

• Used CM to target the unemployed and the young

• Apps used to showcase jobs and help answer questions

• Four large engagement events and monthly newsletters used to keep new recruits aware of what was expected of them as the games got closer

Examples of community management

have launched Facebook groups to increase the rate of job referrals for potential candidates

Examples of community management

• Each jobs page has been equipped with social sharing buttons for LinkedIn, Facebook and Twitter

• Recruiters become part of the wider employment conversation and stimulate conversations about working for the company, its brands and the industry.

Examples of community management

• Collected over 850 technology career enquiries at recent Campus Party event in O2 arena

• Will use this community talent pool and employee referrals to pilot Community Management strategy

• Identify innovators who can help shape company’s transition from telecommunications to technology

Companies using community management

Key take aways

1. Community Management within Recruitment remains a minority activity

2. It’s not an alternative to current hiring strategy it is an evolution

3. It can help maximize investments

4. Reduce costs

Let’s continue the debate

1. SMRS is currently undertaking quantitative research into how community management is being deployed within recruitment

2. Looking for participants to help us with the qualitative research phase

3. Looking to create a UK centric community management business model we can share with you at future meetings

Any Questions?

Thank you.Serge Sergiou | Head of Online | serge.sergiou@smrs.co.uk

AcknowledgementsThis presentation was inspired by The Community Round Table paper -

“Community Management Fundamentals” - April 2012