Communication professional & social media evangelist @ GrundfosSoon to be MA in corporate communication

https://dk.linkedin.com/in/christopherkjaerulff @Chriskjaerulff 

Christopher Kjærulff

Community Management sneak peak Views are my own, and were presented at a Seismonaut workshop 18 June 2015

Who’s Grundfos

• Established in 1945

• Business-to-business company

• Manufactures energy efficient pumps (pumps use approx. 10 percent of the worlds energy. We could save 4 percent of that by changing every pump in the world to energy efficient ones!!!)

• More than 18.500 employees worldwide

So, what does Grundfos do on social?

Facebook – we share informative and educating industry-related stories

LinkedIn – we share visual content that tells the best Grundfos stories, and global tendencies related to the industry.

Twitter – we share ‘real-time’ thought leadership

YouTube – we share videos on self-help, sustainability and applications

Employee advocacy – our employees share all of the above, which they find interesting for themselves, and their networks

Our social media team

Digital Media Manager

Social Media consultant (maternity leave)

Social Media Consultant

‘de facto’ community manager

The community manager

• Community management

• ‘Content creation’

• Publicering og annoncering

Community management

Messsage type

Engaged participants

Process Goals Measurement Percentage of messages

How long does it take?

Technical questions

Technical services inquiries

Service complaints

Community Manager

Find appropriate spoke through contact database or internal social network

High level of service experience for user(s)

Service level agreement (24h)

6 % of engaged messages on CMS require input from spokes and/or experts.

These responses involve a high level of coordination with spokes and take roughly between a couple of hours and up to 24h.

Dialogue about reply/no reply

Relation building effort

Spokespeople Monitor the dialogue

Position as topic experts

Collect user(s) information in CMS

Collect input from user(s)

So, what’s good community management?

So, what’s good community management … Groupon enters

So, what’s good community management … Groupon enters

How is content made?

Social Listening

Ideation Planning Engagement management

Measure & Optimize

Scheduling / Publishing/Promotion

Touchpoint selection

Message - Purpose - Audience- Content- Budget- Call to action

(value)

Content Inspiration

1st Draft 1stApproval 2ndApproval2nd Draft

Community manager

Social media team

Marketing

Communications

So, what’s great content?

• It builds relations and trust through knowledge

• It speaks about concepts and tendencies instead of products and the company

So, what’s great content?

• People are in focus

• It promotes the employees’ expertise

Here are some points to remember:

• What’s your goal with a particular piece of content?

• Who’s the audience?

• What do you want them to do?

• Just one call-2-action – that’s best practice! (not like that horrible example to the right – way too many options! – read more, link, link to other people….)

Content Manager

Content piece or package Schedule/publishing Advertisement

Task 1. Receive content2. Check content

1. Format2. Texts3. Visuals/Video4. Links5. Call-to-actions6. Purpose 7. Target group8. ToV

1. Input content2. Add tagging3. Schedule

1. Time2. Date3. Channel(s)

4. Publish automated

1. Create add1. Targeting2. Budget3. Placement 4. Optimization and

pricing5. Objectives6. Add to content7. Add duration

Estimated time Content piece: 5 min Content piece: 5 min Content piece: 10 - 15 min

Content package (10-14 piece):

1 hour

Content package (10-14 piece):

1 hour

Content package (10-14 piece):

2 hours

Total time estimated

Content piece: 20-25 min

Content package (10-14 piece) 3-4 hours

Here’s how a publishing process could look …

Well that sounds easy! Where’s the fun

Facebook

Grundfos Engineering

Grundfos for Installers

Content that’s highly technical requires a large network within the organization. A global setup

means that there’s a lot of coordination

But at the same time affords a lot of opportunities

https://dk.linkedin.com/in/christopherkjaerulff

@Chriskjaerulff 

Thanks for listening