Connor Meakins, Elizabeth Houston - HootSuite T. 10.7.14 Detati Digital Marketing Sunnyvale, CA

1. Community Manager
vs.
Social Media Manager
What‘s The Difference?

2. Agenda
• Community vs. Social Media
• Roles and Responsibilities
• Platforms and Tools
• Goals and KPIs
• Recruitment / Role Skills

3. ‘Community’
A social unit of any size that shares
common values, behaviours and artifacts.
*wikipedia

4. ‘Social Media’
The social interaction among people in
which they create, share or exchange
information and ideas in virtual
communities and networks.
*wikipedia

5. ObjeSctoiv ew Sheytti nagre we having this conversation?
50%
Growth in ‘Social Media Manager’
roles slowed in the last year
13x
as many jobs that involve the use
of social media

6. Social media finds and
invites people to the
party, while community
welcomes them in and
keeps them entertained…

7. ObjeSctoiv,e wSehttaintg’s The Difference….
RESPONSIBILITIES? TOOLS? KPIS?

8. Community Management Responsibilities
Relationships
Building relationships with key members of the community, nurturing
customers and developing engagement strategies
Being an internal advocate for the customer.
Making the brand personal and accessible to customers
Enforcing guidelines, policies and governance + managing public and
private platforms
Delivering insights about your customer and reporting on the successes
of the community
Advocacy
Personable
Moderation
Insights

9. Objective Setting 1

10. Moderation 2

11. 3 Insights and Internal Advocacy

12. Brand Ambassadors
200+ Hootups in
62 countries
600+
Ambassadors in
29 countries
Supporting
initiatives in 15+
languages

13. ObjeSctoivcei Sael tMtingedia Management Responsibilities

14. ObjeSctoivcei Sael tMtingedia Management Responsibilities
Strategy
Alignment of social media strategies throughout
different departments within the company
Assessing the effectiveness of social media activities
Taking social data and turning it into actionable data
Curating and creating content for social platforms taking into
consideration platform nuisances
Maintaining the security of social media accounts
Results
Data
Content
Security

15. How can social
media help you
accomplish
business
goals?
1

16. What’s being said about your brand?
Who is saying it?
Where are they saying it?
2

17. 3 Curating and creating content

18. Platforms and Tools – Community Management
COMMUNITY
MANAGER
Platforms
• Lithim, GetSatisfaction
• Vbulletin
• Dropal, Joomla
• Yammer, Jive
• Facebook, LinkedIn, G+
• Social CRM
• Forums
• Message Boards
• Enterprise Social Platforms
• Social Networks
• Custom Developed
Examples
Considerations:
- Features and functionality i.e. grouping, private messaging,
- Game dynamics i.e. categorization, badging, rewards etc.
- Responsive platform? Mobile functionality.

19. Platforms and Tools – Social Media Management
SOCIAL MEDIA
MANAGER
Platforms
• Facebook, Twitter, LinkedIn
• Youtube, Vimeo
• Medium, Tumblr, Blogger
• Quora, Yahoo Answers
• Wikipedia
• Social Networks
• Video Networks
• Blogs / Microblogs
• Q&A Platforms
• Wikis
Examples
Considerations?

20. What Do They Measure

21. Community Goals and KPIs
80%
It costs 80% less to retain a
customer than acquire one
95%
Increasing retention rate by
5% can increase profiles by
95% over long-term*
*Harvard Business Study
** MSI Study
25%
Increased engagement on
community sites can result in
25% increase in revenue**

22. Key Performance Indicators:
 Engagement (hard metrics)
 # of relationships (size of community)
 # of sign ups
 # of active members vs. lurkers
 Customer retention / churn rates
Community Goals and KPIs
Pre During
Post

23. Social Media Goals and KPIs
of businesses will
Lose market position
1/4
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello,
Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.

24. Key Performance Indicators:
 Engagement (likes, comments, RTs, shares)
 Audience size and growth
 Click-throughs
 Conversions (direct and assisted)
 Share of Voice / # of mentions
 % Reduced costs
Social Media Goals and KPIs
Owned Earned
Shared

25. So What About Hiring For The Position?

26. ObjeCctoivme Smetutinngity Manager vs Social Media Manager
Skills
• Communication
• Align with brand
personality &
culture
• Understanding of
human behavior
and motivations
• Relationship
building
• Conflict resolution
• Project
management
Attributes
• People person
• Empathy
• Self-awareness
• Adaptability
• Good judgment
• Enthusiasm
Skills Attributes
• Communication
• Listening
• Creativity
• Statistical analysis
• Public speaking
• Comfort with
technology
• Understanding of
social convergence
– owned, paid,
earned
• Passion
• Resourcefulness
• Conversational
• Operates with a
sense of urgency
• Seeks Input
• A Thick Skin
Source: Rachel Happe,
Community Roundtable

27. Thank You!
Elizabeth Houston, Director, NA Enterprise
Community, Hootsuite
@elhoust
http://blog.hootsuite.com