So what is this thing
they call Community
Management???
June 3, 2010
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
Contents
ShesConnected
bringing conversations to life across social
media…
Community
Management
100%
Focus
Unique
Expertise
on + =
Social Media
Create and implement sustainable Social Mediacapabilities
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
What we do…
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
Social Media proliferation
1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2010
Party
Lines
Listservs
Discussion
Forums
1st personal
website
Web is born
Tim Berners-Lee
Classmates.com
1st Social
Networking
site
i2GO
Justin Hall
1st Blogger
MP3
Podcasts
RSS
Ward
Cunningham
Father of Wiki
When the medium becomes this big….Brands
jump in…
Sc
alin
g t
o t
he
ma
ss
es
Evolution of Social Media
Social Media Is Driving Growth Online-
Businesses Need to be Here
1.9% 2.8% 3.2% 3.6% 4% 4.7% 5.6%Percent of online spent
on social media
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
Having a conversation is very different
It is give and take, listen and respond, ask questions,
acknowledge different points of view…
For most Brands the closest
thing to this is their call
center
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
I’d love
to try that
I wish they
would just
talk to me!
You get a
discount
I told all
my friends
I’ve tried to
contact them
six times!Can
you
recomm You
have to
try this!
It was
Awesome!
Did you.. How
do I find?
She
told me
to try...
But companies have to participate at
the speed of conversation
365 days a year, 24 hours a day…
But what happens when somebody says
something negative?
The old approach won’t work!
What does this mean for a brand?
• What happens if negative
conversations occur?
• How can we possibly manage
all of the conversations?
• How much is this going to
cost us?
• What skills are needed to be
effective?
• Can my agency just do all
this for me?
• How can this drive business
results?
Concerns
Brands know that social media is not going away
and they have to get involved in the conversations,
BUT they have concerns…
• Those conversations can and do happen, would you rather be
involved in the conversation, or mute to it?
• There are tools and business processes that enable you to engage
efficiently and effectively in the conversations
• The cost is easily managed and can scale up or down in proportion to
the value it creates.
• It requires a new skill set. To effectively engage in the conversations,
you need to have a community management function. This function
is a hybrid of PR, Marketing, Customer Service, Product
Development, and Competitive Intelligence.
• Agencies are great at the concept development, and creative
execution. Managing communities are a bit more tricky, Agency
business models may also make it cost prohibitive for brands.
• Business results can definitely be measured and quantified, but it
requires some new metrics, and measurement methods.
Things to consider
Top marketing priorities for 2010 for are
Social Networks/applications top of the list.
BUT what’s missing?
Being in the conversation!
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?
• One part marketing…
• Market research…
• Product development…
• Competitive intelligence…
• Customer care…
• One part PR…
Community Management is the “oil”
that makes the whole thing work!
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.
So who are our Community Managers?
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
Community
Ambassadors
BlogsCommunity
Manager
Blog
DB
Community Acquisition and Engagement
Engaging with
the Brand
Communities
Bloggers
Forums
Community
Ambassador
Community
Ambassador
Community
Ambassador
Community
Manager
Community
Manager
Relationship
Lead
Community
Ambassador
Community
Ambassador
Community
Ambassador
Brand Agency
Relationship
Lead
We uses a leveraged model of
Community Managers and
Ambassadors to engage
communities with smart,
targeted and relevant
marketing
• Publishers of Content such as Blogs, video,
articles, web pagesContent is King – without
the content SM does not exits
Stimulates the conversations
Drives communities
Driving SM
growth
Page
Views
Ø
• Post ratings and reviews, comments on
blogs, contributes to online forums
• Invites friends, sends articles
to friends
• Maintains and updates profile
joins groups
• Looks & leaves
• Views profiles, video,
reads blogs, reviews
and forum discussions
Creators
Critics
Connectors
Joiners
Spectators
Inactives
Community Managers stimulate
conversations, drive communities, and
give voice to the brand
Sweet Spot
Acknowledge receipt
Advertise something
Answer question
Ask a question
Augment a post
Call for action
Disclose personal info
Distribute media
Express agreement
Express a point of view
Express criticism
Express surprise
Introduce and connect
members
Rally support
Give a heads up
Respond to criticism
Give a shout out
Make a joke
Make a
recommendation
Make a suggestion
Make an observation
Offer a greeting
Offer an opinion
Put out a wanted ad
Rallying support
Recruit people
Show dismay
Solicit comments
Solicit help
Start a poll
Examples of how we drive conversations
that build and enhance communities
Brand
SCM Wizard
How it works…
Post a
comment or
question
Elicits a
response
Enabling
the right
interaction
Delivered
to the
right
person
Capturing
the
conversatio
n
They work 2 – 4 hours per
day driving conversation
across social media
Social Networking Sites
Word of Mouth
Groups
Blogs & Twitter Network
Targeted Sites Measurement &
Reporting
Social Media Control Panel - sample
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.
We use a number of
measurement tools to monitor
and assess the effectiveness
of your social media strategy.
Thank You!
www.shesconnected.com
www.shesconnectedmultimedia.com