Keith McArthur | Building a Community Management Organization

Building a CMO in 5 hashtags

(Community Management Organization)

Kei th McAr thur VP , Soc ia l Media Rogers May 22, 2014

@keithmcarthur @RogersKeith

Social listening

Content crea6on

Social Media Strategy

Social engagement Social

idea6on

Everything

digital expert

Internal social expert

Facebook expert

@keithmcarthur #CM1TO

Social listening

Content crea6on

Social Media Strategy

Social engagement Social

idea6on

Everything

digital expert

Internal social expert

Facebook expert


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Building a CMO in five hashtags

1. #GiveYourOrgEars 2. #MindTheHippo 3. #LiveTheBridge 4. #EmbraceBoring 5. #UnFail


1. #GiveYourOrgEars


•  All good conversa6ons start with listening –  Know what to say and

what not to say –  Know when to talk



•  World’s biggest focus group –  Intelligence on your

customers / products / services

–  Compe66ve intelligence

2) #MindTheHippo

*Highest Paid Person’s Opinion


*ht @setlinger

*Hipo

Why are you talking to your customers? 1.  To move prospects from considera6on to

purchase? 2.  To get exis6ng customerss to buy more? 3.  To learn from them about how to improve

products and services? 4.  To improve your customer experience? 5.  To lower call centre costs?

3) #LiveTheBridge


Bridging: BRAINS!!!!!!!!


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“Rogers has gone and ‘done did it’” -IntoMobile, June 2009

“Yesterday was a milestone day for Canadians–they finally got a taste of Android smartphones in Canada.” -iPhoneinCanada, June 2009

“Well, it looks like Canadians will FINALLY get their wish of Android powered handsets! Rogers has announced today that they will be releasing Android phones…” -AndroidinCanada, May 2009

Bridging: Robots


13 @keithmcarthur #CM1TO

“I definitely think releasing the Dream as it is, an almost out of date device, was a strange move.”

“Pretty disappointing to say the least especially when the phones were launched they were dubbed a ‘Revolution’ by Rogers.”

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-  We spent a lot of time listening and engaging with our customers

-  We got to know the issue -  We understood their concerns

-  We became ambassadors for customer needs

-  We shared what we learned with our internal partners

-  We worked with manufacturers to find a resolution

-  We shared what we learned, honestly and transparently

-  We continued to engage with the community even after the issue was resolved


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We created an Android Customer Panel with 10-13 of our top online influencers. Hosted quarterly, it’s an opportunity to share information.

We share IRL milestones with them …..


4) EmbraceBoring

Process!

Structure!

Measurement!

Boring!

Boring!

Boring!


CUSTOMER SERVICE

MARKETING

STRATEGIC INITIATIVES

RMI SOCIAL DATA

GOVERNANCE / TRAINING

HR

COMMUNITY MANAGERS

CONTENT / PLATFORMS


MARKETING §  Brand §  Rev gen §  Reten6on §  Social data

Product RMI

Editorial / talent

Marke6ng PR

SALES §  Acquisi6on

COPORATE COMMUNICATIONS

§  Reputa6on management §  Influencer / Ambassador

rela6ons §  Internal social

CUSTOMER SERVICE §  Assisted support §  Unassisted support

PRODUCT §  Social integra6on §  Customer collabora6on

HR §  Employee Recruitment

CENTRE OF EXCELLENCE

Digital

Social Media Governance @ Rogers


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Outage Tweet SenPment – Rolling 5 minute totals – StarPng 18:00:00 Oct 9, 2013

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Sum of Mixed (5min roll)

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Outage Tweet SenPment ProporPon -‐ 5 Minute Rolling Totals –StarPng 18:00:00 Oct 9, 2013

Sum of Posi6ve (5min roll)

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5) #UnFail


Thank You!

@keithmcarthur

1.  #GiveYourOrgEars

2.  #MindTheHippo

3.  #LiveTheBridge

4.  #EmbraceBoring

5.  #UnFail

Keith McArthur | Building a Community Management Organization

Marketing

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