This presentation was given at the Marketing to Digital Moms Conference in Toronto on June 3, 2010

1. So what is this thing
they call Community
Management???
June 3, 2010

2. Contents
Who we are
What we do
So what is Social Media, really?
Evolution of Social Media
So its really about conversations?
What does that mean for a Brand?
The Business of Community Management

3. ShesConnected
bringing conversations to life across social
media…
100% Social Media Community Unique
Focus Management Expertise
on + =

4. What we do…
Create and implement sustainable Social Media
capabilities
Program design and management
Contest development and management
Widget/Application development, sourcing, and
management
Community management (across Social Media)
Facebook “Social Ad management”
Measurement/reporting

5. What is social media?
Social media describes the online technologies and
practices that people use to share opinions, insights,
experiences, and perspectives with each other
(Wikipedia 2007)
It allows everyone to have conversations 365 days a
year, 24 hours a day. They can talk about anything and
everything and not be bound to geography or time

6. Evolution of Social Media
Brands
When the medium becomes this big…. jump in…
Social Media proliferation
Scaling to the masses
RSS
Justin Hall
1st Blogger
Classmates.com i2GO
Web is born
Tim Berners-Lee
Ward MP3
1st Social Cunningham Podcasts
1stpersonal Networking
Discussion website site
Listservs Forums
Party Email Father of Wiki
Lines
1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2010

7. Social Media Is Driving Growth Online-
Businesses Need to be Here
Percent of online spent 1.9% 2.8% 3.2% 3.6% 4% 4.7% 5.6%
on social media

8. But advertisers struggle
Advertisers know how to broadcast their messages (ONE WAY),
and they have figured out how to interact via the web. BUT
BUY BUY BUY BUY

9. Having a conversation is very different
It is give and take, listen and respond, ask questions,
acknowledge different points of view…

10. For most Brands the closest
thing to this is their call
center

11. 93% of social media users believe a
company should have a presence in
social media
85% of social media users believe that
a company should go further than just
having a presence on social sites and
should also interact with its customers.
Cone, Business in Social Media Study, September 2008

12. But companies have to participate at
the speed of conversation
I wish they I’ve tried to
would just contact them
Can
six times!
I’d love talk to me! It was you I told all
to try that You get a She recomm You my friends
Awesome!
told me have to
discount to try... Did you.. How
do I find?
try this!
365 days a year, 24 hours a day…

13. But what happens when somebody says
something negative?
The old approach won’t work!

14. What does this mean for a brand?
Brands know that social media is not going away
and they have to get involved in the conversations,
BUT they have concerns…
Concerns Things to consider
• What happens if negative • Those conversations can and do happen, would you rather be
conversations occur? involved in the conversation, or mute to it?
• How can we possibly manage • There are tools and business processes that enable you to engage
all of the conversations? efficiently and effectively in the conversations
• How much is this going to • The cost is easily managed and can scale up or down in proportion to
the value it creates.
cost us?
• What skills are needed to be • It requires a new skill set. To effectively engage in the conversations,
effective? you need to have a community management function. This function
is a hybrid of PR, Marketing, Customer Service, Product
Development, and Competitive Intelligence.
• Can my agency just do all • Agencies are great at the concept development, and creative
this for me? execution. Managing communities are a bit more tricky, Agency
business models may also make it cost prohibitive for brands.
• How can this drive business • Business results can definitely be measured and quantified, but it
results? requires some new metrics, and measurement methods.

15. Top marketing priorities for 2010 for are
Social Networks/applications top of the list.
BUT what’s missing?
Being in the conversation!

16. Call it conversation management,
community management, or make up
another name….
Brands need the technology, business
processes, and people to participate in
social media at the speed of conversation.
Let’s use the term “Community
Management” for now. What does a
community manager do?

17. • One part marketing…
• Market research…
• Product development…
• Competitive intelligence…
• Customer care…
• One part PR…

18. Community Management is the “oil”
that makes the whole thing work!

19. So who are our Community Managers?
Profile Tier 1 Sites/Tools Women Blog Outreach
Cindy
Married, one child, age
11 months. Looking to
work from home and
continue taking care of
Taylor
• Age 33
• Suburbs
• Household income
$85,000
• College degree
•Marketing Background
• Very involved in
neighborhood Moms
Group
• Actively looking for work
from home options.

20. Preparing for community management
Be clear about your strategy and brand positioning
Translate that into your marketing strategy,
campaigns and programs
Define Community Manager profile
Develop your Messaging Guidelines – Rule Book
Recruit and train (onboarding) Community Managers
Begin outreach and engagement
Capture, Measure, Analyze, and Improve

21. Community Acquisition and Engagement
Bloggers
Community Twitter
Community Ambassadors Facebook
Manager Blogs Forums
Engaging with
the Brand
Communities
Blog
DB

22. Brand Agency
We uses a leveraged model of
Community Managers and
Ambassadors to engage
Relationship Relationship
Lead
communities with smart,
Lead
targeted and relevant
marketing
Community Community
Manager Manager
Community Community Community Community Community Community
Ambassador Ambassador Ambassador Ambassador Ambassador Ambassador

23. Community Managers stimulate
conversations, drive communities, and
give voice to the brand
• Publishers of Content such as Blogs, video, Content is King – without
articles, web pages
Creators the content SM does not exits
• Post ratings and reviews, comments on
blogs, contributes to online forums Critics Stimulates the conversations
• Invites friends, sends articles Sweet Spot communities
Connectors Drives
to friends
• Maintains and updates profile
Joiners Driving SM
joins groups
growth
• Views profiles, video, Page
reads blogs, reviews Spectators
and forum discussions Views
• Looks & leaves Inactives Ø

24. Examples of how we drive conversations
that build and enhance communities
Acknowledge receipt Express criticism Make an observation
Advertise something Express surprise Offer a greeting
Answer question Introduce and connect Offer an opinion
Ask a question members Put out a wanted ad
Augment a post Rally support Rallying support
Call for action Give a heads up Recruit people
Disclose personal info Respond to criticism Show dismay
Distribute media Give a shout out Solicit comments
Express agreement Make a joke Solicit help
Express a point of view Make a Start a poll
recommendation
Make a suggestion

25. How it works…
Enabling
the right
interaction
Brand
Elicits a
Post a response
comment or
question
SCM Wizard
Capturing
the
Delivered conversatio
to the n
right
person

26. They work 2 – 4 hours per
day driving conversation Social Networking Sites
across social media
Blogs & Twitter Network
Word of Mouth
Groups
Targeted Sites Measurement &
Reporting

27. We work with you to develop a social marketing scorecard unique to your
brand’s objectives. We also work with you to determine how these metrics
can be translated and compared against other online and offline media
performance measures.
Social Media Control Panel - sample

28. We use a number of
measurement tools to monitor
and assess the effectiveness
of your social media strategy.

29. Thank You!
www.shesconnected.com
www.shesconnectedmultimedia.com
mark@shesconnected.com
donna.marie@shesconnected.com