4. A Suitably Scholarly Definition.
A virtual space supported by computer-based
information technology; centered upon
communication and interaction of participants
to generate member-driven content, resulting in
relationships being built up.
(Lee & Vogel, 2003)
10. So, why bother with
community
management?
(and what is it, anyway?)
11. Some statistics.
• 79% of American adults use the internet and
59% of internet users, say they use at least one
social network
• Nearly 4 in 5 active Internet users visit social
networks and blogs
• Social networks and blogs account for nearly a
quarter of total time spent on the Internet
• 63% of social media users list consumer ratings
as their preferred source of information about
products/services
• 64% of people say they are more likely to buy
from a business that answers their questions on
Twitter
• It takes just 20 people to bring an online
community to a significant level of activity
• 90% of consumers trust peer recommendations;
Only 14% trust advertisements
12. Four Tenets of the Community Manager*
• A community advocate
• A brand evangelist
• A communications crusader and editorial
strategist
• A liaison between members and internal
influencers / decision makers
* Adapted from Jeremiah Owyang’s research: http://www.web-
strategist.com/blog/2007/11/25/the-four-tenets-of-the-community-manager/
13. Getting to the business value
• Peer-to-peer support
• Collaboration
• Early warning signs
• Speed information transfer
• Nurture brand advocates
14. A day in the life.
• Managing content (publishing, curating, tagging)
• Social network updates, blog posts, photos,
videos, podcasts, eBooks, Whitepapers
• Collaborating with thought leaders to plan
programs/content
• Participating in conversations
• Influencer/media outreach
• Internal communications
• Managing technology issues
• Measuring and monitoring engagement
•Building relationships with key community
members
15. The right person for the job…
• Has strong communication skills
• Embodies the brand & has passion for the
industry
• Exudes enthusiasm and personality
• Is level-headed
• Is a pro at multi-tasking & prioritizing
• Has a knack for people
• Is resourceful, adaptable and flexible
• Possesses some technical aptitude
17. Five tips for getting started…
• Define your objectives
• Start where the conversation is
• Make a schedule
• Add value
• Find your fanboys (or girls)
18. LENOVO
• 20% decrease in laptop service call volumes
• Increase in customer service agent productivity
• Shorten resolution cycles
19. ETSY
• Online Labs lets fans chat with fellow crafters
• Hosts local events and meetups
• Streams live DIY workshops
• Teams function lets people find similar users
• Defined rules for engagement
