Marketing faces a growing number of tasks. Increasingly, the team is split into two separate roles: acquiring customers and retaining customers. We discuss how the Community Manager can serve as a bridge between these functions, and how the job of community management is evolving.

1. The Changing Role of the
Community Manager9

2. Marketing is juggling an increasing number
of responsibilities within organizations.

3. By 2017, CMOs will outspend the CIO.
Marketing makes more budget and
operational decisions.
$
$
$
Source: Gartner Inc.

4. Among the most important roles of
marketing are acquisition and retention.
Creates and manages
one-to-one marketing
across all channels
Top performing
companies
Serves marketing
messages during
purchase
Serves marketing offers &
customer care messages
72%
59%
62%
52%
53%
40%
Average companies
Source: IBM Global Chief Marketing Survey 2012

5. #G
O m
i

f
S
Can marketing be everywhere?

7. Fortunately, most organizations now have a
resource in house…



…who hears clients' concerns, praise
and wants
…dialogues with customers,
advocates and prospects
…regularly speaks on behalf of the
brand

9. k
O
#
U
Community managers are present for nearly
every customer interaction.

10. They're not just reactive. They're proactive.
+++++++++
+++++++++
+++++++++
++++++++++++++++++

11. There are four essential roles of community
management. Community Advocate
The community manager's primary role is
to represent the customer.
Brand Evangelist
The individual has a higher degree of trust
and will offer good products.
Savvy Communicator
The role…will work with many internal
stakeholders to identify content, plan,
publish, and follow up.
Gather Community Input
The opportunities to build better products
and services through this real-time live
focus group are ripe.

12. 27
28
29
30
31
32
33
34
35
$44,000
$46,000
$48,000
$50,000
$52,000
$54,000
$56,000
$58,000
$60,000
2011 2012 2013
Average Salary
Average Age
The importance of the role is receiving
recognition. Average salary and age is rising.
Source: Social Fresh Community Manager Report

13. Community management becoming more
strategic. Social acquisition & retention
emerges. “It’s shifted from a community management role to a
marketing strategist role. We’re working across
departments, and sharing data about how customers are
interacting and engaging with us.”
Rachel Silver
Birchbox

14. The new community manager acts as a
bridge within marketing.

15. Successful organizations are leading the way.

16. Time spent with the community manager is
like time spent with your best customers.

17. Elevate the role of community management.

18. Thank you!
Mark Cooper
Co-Founder & CMO
mark@offerpop.com
@markerpop