Understand the evolution of the community manager - from managing and building communities to CRM specialist and paid social strategist. The main responsibilities of a community manager over the past 3-4 years have focused greatly on finding best strategies to build communities and plan content that would both entertain the existing community (engagement) and drive additional users to the brand's community. However, as both the users behaviour on social platforms has gradually changed, and the organic distribution algorithms for most social platforms, the skills and thinking required for a community manager have greatly evolved to encourage proactive engagement outside the brand community and the use of a much more hyper-targeted approach to communications. SPRINT London

1. ABOUT THE
PLATFORM
S
WHAT TO DO IN A
“POST-REACH”
WORLD…

2. It started with a
dream…
Get as many people onto the same owned
channel as possible.

3. It started with a
dream…
Get as many people onto the same owned
channel as possible.
Then you get to market to your own captive
brand ‘community’ for free.

4. It started with a
dream…
Get as many people onto the same owned
channel as possible.
Then you get to market to your own captive
brand ‘community’ for free.
All these people need is a little ‘management’
from time to time to keep them in line.

5. It started with a
dream…
Get as many people onto the same owned
channel as possible.
Then you get to market to your own captive
brand ‘community’ for free.
All these people need is a little ‘management’
from time to time to keep them in line.
So get someone somewhere to keep an eye on
it, post stuff and reply to things.

6. It’s time to wake up

7. It’s time to wake up
Almost all online adults have a presence on
social media – with 93% having an account and
79% being active users.

8. It’s time to wake up
Almost all online adults have a presence on
social media – with 93% having an account and
79% being active users.
The average consumer has six Social accounts
and is active on over three.

9. It’s time to wake up
Almost all online adults have a presence on
social media – with 93% having an account and
79% being active users.
The average consumer has six Social accounts
and is active on over three.
Nearly a quarter use Social to discover brands
and products to buy.

10. It’s time to wake up
Almost all online adults have a presence on
social media – with 93% having an account and
79% being active users.
The average consumer has six Social accounts
and is active on over three.
Nearly a quarter use Social to discover brands
and products to buy
Good experiences, bad experiences and
mistakes spread faster and faster every day…

11. Where we are today
Micro-targeting
Digital
Influence
Community

12. ABOUT THE
PLATFOR?
MS
WHAT ABOUT
COMMUNITY
MANAGEMENT

13. Why does it matter?

14. Facebook Zero - The Decline of
Organic Reach and the Rise of Paid

15. An evolving role
2010
“Hottest Job in
Marketing Might
Just be the
Community
Manager.”
2013
“Community
managers are the
most powerful
group online”
2011
“The concept of
community
management has
become a hot
topic in the last
year, driven by
more mainstream
interest.”
2012
“Community
management…ha
s become
increasingly
important in the
rise of social
media.”
2009
“Looking for a
Second Career?
Consider Being a
Community
Manager.”
2014
“There are more
and more
platforms where
the community
can respond to an
organization
now.”
#cmgrchat
2015
“…fewer pieces of
higher quality
content for
millions see,
rather than
encouraging a
community
manager to push
out hourly
updates for a
handful of fans. ”

17. What is a Community?
• Your community isn’t a fixed group of people that you own and manage, it’s flickering
moments of opportunity based on shared passion.
34 Million FB followers 60K attending each match Thousands discussing every day…

18. What does it mean?
Social media is your storefront – the every day
public face of your brand
Your owned channels are just one audience of
many, not communities you own
Community Management is now one of the
biggest, fastest builders and destroyers of brands
Content strategy must move from ‘Always On’ to
‘Relevant right now’ in the moment

19. ABOUT THE
PLATFOR?
MS
WHAT ABOUT
PAID?

20. From Building Communities To Maximizing Reach
and Generating Advocacy

21. Why?…It Gives Access to an Incredibly Large and
Hyper-Targeted Pool of User Data

22. How? Insight, Message & Content, Media
INSIGHTS
AUDIENCE
PERSONALIZATION
CHANNEL MIX
OPTIMISATION
MEASUREMENT &
EVALUATION

23. Capturing “Of The Moment” Insights
Harnessing the best data
Intent-driven insights for planning and
activation: leverage social data to
understand your
audience.
Historical
performance
analysis
BENCHMARKS TRENDS POST TRACKING DASHBOARD
POST GURU AMBASSADORS COCKPIT RANKINGS
Competitors
Analysis

24. Social Behaviour Signals to Analyse the Audience
Identify the profile of influencers and prospects
Audience analysis to allow prioritisation and segmenting

25. Hyper-targeting through Social Data
Leverage social data for advanced segmentation of the audience
DEMOGRAPHIC LOCATION INTERESTS BEHAVIOUR CONNECTION
Reach based on
• Age group
• Gender
• Relationship Status
• Education
• Life event
• Job
Reach based on
• Country
• Region/State
• City
• Zip Code
• Address
Reach based on
• What people like
• What people share
• Who people follow
• What people connect
with
Reach based on
• Income
• Ways to travel
• Digital Activities
• Mobile device uses
Reach based on
• People who like/follow you
or your competitors
• People in your DB
• People who interact with
your content/website
• Apps they use
There are over 1,000 targeting criteria available across social platforms

26. Adapt Content and Copy for each Audience
Location, behaviour, weather etc.
Adapt and cluster content based on audience segments identified.
Location - in real time TV Amplification

27. Plan Channels against Your Objectives
Choose the right platforms and formats to achieve KPIs
Brand equity
Website visits
Leads/Sales
CRM
Brand equity
Website visits
Leads/Sales
CRM
Brand equity Brand equity
Website visits
Brand equity Brand equity Brand equity
Website visits
Leads/Sales
Reach
Engagement
Action
Reach
Engagement
Action
Reach
Engagement
Reach
Engagement
Action
Reach
SEO
Engagement
Engagement Engagement
Action

28. Test and Optimise to Deliver against Objectives
Daily optimisation – audiences and content
Test different content assets, formats and CTAs against objectives
Segmentation - optimise against best performing

29. Test and Optimise to Deliver against Objectives
Daily optimisation – audiences and content

30. From Hyper-targeting to Re-targeting
2
1 3
4
Re-targeting:
Personalized messages
based on initial
interactions.
Custom
Audiences Clusters
Based on interaction
with ads.
User clicks on ad.
Pixel tracking.
Segmenting based
on targeting criteria
– on platforms
Track interactions and re-engage for higher conversion results.

31. Social CRM through paid
Accuracy and volume

32. IBM at Mobile World Congress :
Achieved 50% better CPI than planned
CHALLENGE
Exploring new ways to communicate with the
audience (C-Suite, IT decision makers) before and
during the event, to drive awareness, engagement,
with the ultimate goal of generating traffic to their
booth.
SOLUTION
Neo used a mix of paid social channels and formats that allowed advanced
targeting based on job titles, interest and location.
The targeting strategy included Lookalike audiences built from existing
database of website visitors and targeting criteria generally available.
RESULTS
The campaign achieved an average CPI 50% better than planned, and a CTR
twice as good as the planned one.

33. CHALLENGE
Increase the brand’s social footprint in
local markets as well as globally.
SOLUTION
Used market-specific and global Promoted Accounts to gain
followers and Promoted Tweets to communicate the positive
difference that mining makes to the communities where Anglo
American operates..
RESULTS
•18,000%+ follower growth in Brazil
•110K+ new followers worldwide
•10%+ peak engagement rate for Promoted Tweets.
Anglo American: from campaign based to an
‘always on’ paid social approach

35. ABOUT THE
PLATFORM
S
COMMUNITY
MANAGEMENT
NOW

36. Facebook
Add a ‘Shop’ to Your Page
And Shop Now or Buy
Now button to your
targeted ad.

37. Twitter: Only Fully Native
Functionality

38. Pinterest

39. Instagram

40. THREE
THINGS TO
REMEMBER

41. 1

42. IT’S SERVICE

43. 2

44. IT’S SALES

45. 3

46. IT’S
TARGETED

47. ANY
QUESTIONS?