The Evolution of Community and Social Media Management
Dave Evans, VP Lithium SMM Global Services | @evansdave
#LiNCLocal
Joe Cothrel, Chief Community Officer | @cothrel
TODAY WE’LL COVER
#LiNCLocal
• Evolution of Community Management
• Listening to Engagement: How did we get here?
• How do you scale?
• Putting it all together: what it means for you.
EVOLUTION OF COMMUNITY MANAGEMENT
1995-2005 2000-2010 2010-2020
SAME NAME – BUT DIFFERENT JOBS
#LiNCLocal
RESPONSIBILITIES OF A COMMUNITY MANAGER
OPERATIONAL
1 Design and configure the proper community structure
2 Select appropriate interaction styles and features
3 Define community roles and responsibilities
4 Develop marketing plans to increase usage and membership
5 Create a comprehensive set of community guidelines and policies
6 Direct and manage moderators
7 Plan for PR crises and other customer issues
8 Manage off-domain activity
9 Develop a communication plan for community members
TACTICAL
10 Identify and manage your most active community members
11 Manage functional touch points within your organization
12 Plan and execute community activities to support business events
13 Plan and execute community events
14 Create and manage your community plan
15 Expand community
16 Develop a measurement program and deliver regular reports to stakeholders
17 Coordinate with your platform vendor
18 Conduct periodic evaluations and competitive analysis
KEY CHANGES IN COMMUNITY MANAGEMENT
#LiNCLocal
• It’s gotten bigger, as initiatives grow in size and importance.
• Community manager role is in an identity crisis:
• “Am I strategic or tactical?”
• “Am I a manager or a individual contributor?”
• “Is my role about people, or process, or technology?”
• “Where will this role – and I – go in the future?”
MANAGING THE SOCIAL WEB BEGAN WITH MONITORING
Spotting influencers
Tracking reputation
Campaign management
Listening and monitoring
Social conversations about brands, products and services demanded attention, primarily from PR and Marketing
Customer feedback
BUT NOW COVERS THE ENTIRE ORGANIZATION
Customer Care
Sales/Pre-sales
R&D/ innovation
Marketing
Social conversations about brands, products, services, sales, new ideas, company policies…increasingly, integration of technology across the organization is the key business challenge.
HR and Legal
AGENTS CAN HELP GROW YOUR COMMUNITY
Supplemental growth of the optimized community
350k
175k
0
social traffic
(off domain)
Building on existing organic growth, agent referrals into the community can contribute as well.
organic growth
(on domain)
PROVIDED OF COURSE THEY CAN DO THEIR JOB!
CONNECTED TO EXPERTS, THE FRONT LINE SCALES
HR
Sales
PR
SME
Legal Dev
C-Suite
YOU ARE PART OF AN EVOLVING ECOSYSTEM
TV
online display
radio
search
.COM.COM
Social networks became reach and acquisition tools.
Owned media sees the engagement void.
Social networks were key engagement tools.
Span the gap with publishing and social engagement combined with community experiences that you own and control
Source: Forrester. “Interactive Brand Ecosystem”, Nate Elliott, 2011 >engagement strategy reach strategyowned media
MANAGING IT SUCCESSFULLY REQUIRES A BROAD SKILLSET
Community
brand engagement
expert engagement
accepted solutions/ tkb
CRM
Response
Analytics
Listening
Reporting
Klout
awareness
consider
purchaselis
ten
ing
pu
blish
ing
Reach
AT YOUR TABLE
When considering the evolution of your role, consider how you got here, what’s changed, and what you see coming next:
1. Where did you start your career?
2. Is the role of CM and SMM dying? Or flying?
3. How is your role evolving? 5 years? 10 years?
4. What are the three key skills you need now, and then?
5. What’s your best advice for someone starting in the field now?
Top Related