innovative disruptor - the community manager
DESCRIPTION
Presented at WebCom International in Montreal, May 2007. The presentation was recorded.TRANSCRIPT
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Innovative Disruptor aka
Community Manager
Connie Bensen
@cbensen
May 26, 2010
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Social Media in the Enterprise
• The Organization
• The Role
• Reporting
• Key Performance Indicators
• Salary
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THE ORGANIZATION
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Culture Shift
• Community Needs• Ecosystem• Support• Facilitation• Arbitration• Empowerment• Resources
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COMMUNITY NEEDS
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Ecosystem
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Support
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Facilitation
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Arbitration
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Empowerment
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Resources
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THE ROLE
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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/
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Communicator
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Translator
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Leader
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Bridge
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Explorer
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Educator
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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
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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
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REPORTING
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Everything is Measurable
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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
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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
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KPI’S
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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
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SALARY
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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
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Connie Bensen@cbensen
Blog - CommunityStrategist.com
Presentations – slideshare.net/conniebensen
Director of Community Strategy & Social Media, Alterian