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The Emerging Role of the Community Manager (#astdl20)

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The deck I shared at the ASTD Learning 2.0 Conference on 4/29/11.

Publié dans : Business, Technologie
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The Emerging Role of the Community Manager (#astdl20)

  1. 1. The Emerging Role of the Community Manager #ASTDL20
  2. 2. More about me www.community-roundtable.com Jim Storer Principal & Co-Founder The Community Roundtable @jimstorer @TheCR #ASTDL20
  3. 3. What about you? www.community-roundtable.com #ASTDL20
  4. 4. The Community Roundtable <ul><li>1. A private peer network for social media, community and social business practitioners. </li></ul><ul><li>Weekly roundtable calls </li></ul><ul><li>Comprehensive library of best practices </li></ul><ul><li>Online community </li></ul><ul><li>Professional concierge services </li></ul><ul><li>Discounts to conferences and events </li></ul><ul><li>2. Advisory Services </li></ul><ul><li>3. Reports </li></ul>http://www.community-roundtable.com #ASTDL20
  5. 5. Community Maturity Model TM #ASTDL20 Strategy Leadership Culture Community Management Content & Programming Policies & Governance Tools Metrics & Measurement Stage 1 Hierarchy Stage 2 Emergent Community Stage 3 Community Stage 4 Networked Familiarize & Listen Command & Control Reactive None Formal & Structured No Guidelines for UGC Consumer tools used by individuals Anecdotal Participate Consensus Contributive Informal Some user generated content Restrictive social media policies Consumer & self-service tools Basic Activities Build Collaborative Emergent Defined roles & processes Community created content Flexible social media policies Mix of consumer & enterprise tools Activities & Content Integrate Distributed Activist Integrated roles & processes Integrated formal & user generated Inclusive ‘ Social’ functionality is integrated Behaviors & Outcomes
  6. 6. Community is NOT #ASTDL20
  7. 8. Community IS #ASTDL20
  8. 10. What Defines Community? <ul><li>A common interest or context </li></ul><ul><li>A sense of shared purpose and fate </li></ul><ul><li>A common set of needs </li></ul>#ASTDL20
  9. 11. Why Use A Community Structure? <ul><li>Networked structures speed information transfer </li></ul><ul><li>Shared ownership and commitment </li></ul><ul><li>Maximize investments </li></ul><ul><li>Reduce costs </li></ul>#ASTDL20
  10. 12. Online Communities Vary by Size #ASTDL20 Online Communities Size Density of Relationships Groups Communities Networks
  11. 13. What is Community Management? #ASTDL20
  12. 14. Three Typical Roles <ul><li>Community Moderator – Engages in listening and response on owned or third party sites, but is generally not involved in community strategies. </li></ul><ul><li>Community Manager – A senior position that can serve as the primary “face” of the community and may include some moderation duties. Owns the business goals. </li></ul><ul><li>Community Strategist – A senior position that is the leader of community in a company or large organization. The role focuses on establishing the vision, building the business case and championing the community across business units. </li></ul>#ASTDL20
  13. 15. Community Management is the Discipline of Ensuring Productive Communities <ul><li>Responsibilities </li></ul><ul><li>Define scope, ideal outcomes, and boundaries </li></ul><ul><li>Ensure participants receive more value than they contribute </li></ul><ul><li>Promote, encourage and reward productive behaviors </li></ul><ul><li>Discourage and limit destructive behaviors </li></ul><ul><li>Facilitate constructive disagreement and conflict </li></ul><ul><li>Advocate for the community and its members </li></ul><ul><li>Monitor, measure, and report </li></ul><ul><li>Marshal internal advocates, resources, & support </li></ul><ul><li>Manage tools and member experience </li></ul>#ASTDL20
  14. 16. A Sampling of Tasks <ul><li>Visible </li></ul><ul><li>Managing content (publishing, curating, tagging) </li></ul><ul><ul><li>Updates </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>eBooks/whitepapers </li></ul></ul><ul><ul><li>Pictures </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><li>Managing events </li></ul><ul><li>Welcoming new members </li></ul><ul><li>Participating judiciously in conversations </li></ul><ul><li>Reaching out to 3 rd party influencers, partners, media </li></ul><ul><li>Communicating changes to policies, tools, programming, etc </li></ul><ul><li>Behind the Scenes </li></ul><ul><li>Back-channeling with members to encourage participation </li></ul><ul><li>Building relationships with key members </li></ul><ul><li>Taking issues offline </li></ul><ul><li>Working with internal advocates to plan mutually beneficial programming </li></ul><ul><li>Planning programming/campaign calendar </li></ul><ul><li>Collaborating internally </li></ul><ul><li>Managing technology issues </li></ul><ul><li>Communicating value and benefits of community internally </li></ul><ul><li>Measuring and monitoring progress </li></ul>#ASTDL20
  15. 17. What Are the Risks of Not Having Community Management? #ASTDL20
  16. 18. http://www.flickr.com/photos/jcolivera/2809988605/ Ghost Town
  17. 19. http://www.flickr.com/photos/pedjap/74410434/ Land of 1,000 Flowers
  18. 20. http://www.flickr.com/photos/thomasfordmemoriallibrary/3467799183/ Drama Central
  19. 21. http://www.flickr.com/photos/swirlingthoughts/162016762/ A Clique
  20. 22. What Makes a Good Community Manager? <ul><li>Skills </li></ul><ul><li>Communication </li></ul><ul><li>Ability to match brand ’s personality </li></ul><ul><li>Understanding of human behavior/motivations </li></ul><ul><li>Relationship building </li></ul><ul><li>Conflict resolution </li></ul><ul><li>Project management </li></ul><ul><li>Moderate technical aptitude </li></ul><ul><li>Attributes </li></ul><ul><li>Love of people </li></ul><ul><li>Judgment </li></ul><ul><li>Tempered enthusiasm </li></ul><ul><li>Empathy </li></ul><ul><li>Adaptability </li></ul><ul><li>Self-awareness </li></ul>#ASTDL20
  21. 23. How Do You Build a Thriving Community? #ASTDL20
  22. 24. http://www.flickr.com/photos/machineproject/5162106562/ Observe Your Audience
  23. 25. Schedule http://www.flickr.com/photos/vidiot/61484953/ Keep A Regular Schedule
  24. 26. Text http://www.flickr.com/photos/cecilanne_r-s/3541646602/ Be Multi-Modal
  25. 27. Image http://www.flickr.com/photos/mfakheri/2815755503/ Be Valuable
  26. 28. http://www.flickr.com/photos/pandemia/1286794844/ Be Notable
  27. 29. http://www.flickr.com/photos/sheila_steele/161726592/ Bring Catnip
  28. 30. Have Rules http://www.flickr.com/photos/strandloper/1385105547/
  29. 31. Encourage Your Cheeseheads
  30. 32. Ride The Waves http://www.flickr.com/photos/tk_five_0/2279894817/
  31. 33. http://www.flickr.com/photos/jfchenier/2409726404/ Don’t Ignore
  32. 34. http://www.flickr.com/photos/islespunkfan/2746157133/ Protect the Fish
  33. 35. Key Take-Aways <ul><li>Identify the desired business outcome </li></ul><ul><li>Understand the target audience/member </li></ul><ul><li>Build thick value for all constituents (transactional and long-term returns for participation) </li></ul><ul><li>Understand the role and value of community management </li></ul>#ASTDL20
  34. 36. 2011 State of Community Management <ul><li>Market analysis </li></ul><ul><li>Survey findings </li></ul><ul><li>Compilation of practitioner lessons and practices </li></ul><ul><li>Resources </li></ul>#ASTDL20
  35. 37. Community Maturity Model TM #ASTDL20
  36. 38. Key Themes <ul><li>Social Business Becomes A Strategic Imperative </li></ul><ul><li>Interest in Community Management Has Increased </li></ul><ul><li>The Community Management Discipline is Evolving </li></ul><ul><li>A Lot of Confusion Remains </li></ul>#ASTDL20
  37. 39. 2. LEADERSHIP Leadership Key takeaway Community management isn ’t just a role – it’s a perspective. Key takeaway Recruit leaders who are willing to be pioneers. Key takeaway Education is the key to success. Key takeaway Understand when and how to ask for support and authority.
  38. 40. 3. CULTURE Culture Key takeaway Ask for the truth, even if it hurts. Key takeaway Be prepared to let the outside in. Key takeaway Get multiple positive voices on your side to overcome company culture.
  39. 41. 6. POLICY & GOVERNANCE Policies & Governance Key takeaway Recognize that ‘policies’ are not the same as ‘guidelines.’ Guidelines are the expression, in accessible language, of the culture you wish to promote, and community boundaries. Key takeaway Keep key issues top-of-mind when structuring governance: regulatory environment; size; culture; strategy; and social business maturity. Key takeaway Centralize the role of the social team.
  40. 42. 7. TOOLS Tools Key takeaway Tools and technology tend to grow more complex and complicated over time. It is worth revisiting functionality to simplify your user experience. Key takeaway Don’t feel that you have to use every social media tool or channel available. Key takeaway Find the vendor(s) with the right fit for your organization.
  41. 43. 1. STRATEGY Strategy Key takeaway Don’t Replace What Works… Supplement With Community. Key takeaway It’s basic but worth repeating… know your target member . Key takeaway Nothing grows in a sandbox. If you want to see growth, you need to build a garden.
  42. 44. 4. COMMUNITY MANAGEMENT Community Management Key takeaway It’s counterintuitive, but do not jump in and automatically answer questions or help out. Key takeaway Schedule regular brown bag lunches or show & tells that help others understand social tools and your social initiatives. Key takeaway Lead by example and show members how you want them to behave. Key takeaway The social space is about personal connections. It is a channel that is owned by the customer, not the company as a marketing avenue.
  43. 45. 5. CONTENT & PROGRAMMING Content & Programming Key takeaway Your content strategy needs to be focused on both your audience AND your goals. Key takeaway Create content plans that bridge your audiences. If you look at your content holistically and broadly, you’ll be more relevant to your audiences. Key takeaway Create content that fills a needed gap. Ensure your content has a unique angle, and fills the void for information missing in the marketplace. Key takeaway Keep attention spans in mind. Consider the length, quality, quantity, portability and “snackability” of content when you’re planning.
  44. 46. 8. METRICS & MEASUREMENT Metrics & Measurement Key takeaway Don’t think about metrics as a single set. Different metrics serve the needs of different audiences. Typically there are three types of scorecards: the strategic, the operational, and one with daily task-based reporting. Key takeaway Executives have become numb to copious amounts of data. What provides meaning and drives change is the ability to share a story. Use metrics to support a story maximizes the impact of data. Key takeaway Community ROI does not happen overnight. The ROI can take a while; there ’s very little that’s quick about changing behaviors. Key takeaway Remember the “billboard” example.
  45. 47. State of Community Management 2011 <ul><li>Market analysis </li></ul><ul><li>Survey findings </li></ul><ul><li>Compilation of practitioner lessons and practices </li></ul><ul><li>Resources </li></ul>Download the 90+ page report for free at: http://community-roundtable.com/socm-2011/ #ASTDL20
  46. 48. Thank You Interested in learning more? Contact me: [email_address] or @jimstorer on Twitter