Innovative Disruptor - The Community Manager
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Presented at WebCom International in Montreal, May 2007. The presentation was recorded.
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Innovative Disruptor - The Community Manager
- 1. Innovative Disruptor aka Community Manager Connie Bensen @cbensen May 26, 2010
- 2. Social Media in the Enterprise The Organization The Role Reporting Key Performance Indicators Salary
- 4. Culture Shift Community Needs Ecosystem Support Facilitation Arbitration Empowerment Resources
- 6. Ecosystem
- 7. Support
- 8. Facilitation
- 9. Arbitration
- 10. Empowerment
- 11. Resources
- 12. The Role
- 13. 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/
- 16. Communicator
- 17. Translator
- 18. Leader
- 19. Bridge
- 20. Explorer
- 21. Educator
- 22. 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
- 24. 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
- 26. Reporting
- 27. Everything is Measurable
- 29. Generate more word of mouth
- 30. Increase customer loyalty
- 31. Increase product/brand awareness
- 32. Improve new product success ratios
- 33. Improve public relations effectiveness
- 34. Reduce customer acquisition costs
- 35. Reduce customer support costs
- 36. Reduce market research costs
- 37. Reduce product development costsTip – Choose 1 or 2 to start with
- 38. 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
- 39. KPI’s
- 40. 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
- 41. Salary
- 44. Resources Peter Kim’s Wiki of Social Media Marketing Examples http://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 RohitBhargava Trust Agents by Chris Brogan & Julien Smith
- 45. Connie Bensen @cbensen conniebensen@gmail.com Blog - CommunityStrategist.com Presentations – slideshare.net/conniebensen Director of Community Strategy & Social Media, Alterian
Editor's Notes
- Two engineers calibrated in a wind tunnel what happens in a “V” formation. Each goose, in flapping his wings, creates an upward lift for the bird that follows. When all the birds do their part in the “V” formation, the entire flock has a 71% greater flying range than if each bird flew alone. Each depends on the other to get to it’s destination. Every bird in the formation takes a turn at being the lead bird. The strong birds encourage the weak with their incessant honking. Also, if a goose becomes ill or exhausted, a stronger bird drops out of flight with it, and, together, they find a resting place. The strong one stands patiently by, guarding, until the weak one once again gains strength to fly. For these large birds “V,” indeed, is for “victory.”