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A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




A COLLECTION
OF COMMUNITY
MANAGEMENT ADVICE
Curated by Marketwire and TheCommunityManager.com




                                                                                                           JANUARY 28, 2013
                                                                                                                          1
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




“                 Community managers are perhaps one of the most
               powerful groups on the Internet, but often spend their
                careers entirely behind the scenes. To commemorate
                   Community Manager Appreciation Day (#CMAD) on
                   January 28, 2013, Marketwire and The Community
                    Manager have asked community managers about
                what they do, how they do it, and where they see the
                future of community management going. We received
                     more than 600 responses and compiled the top
                             thoughts, tips and advice into this eBook.


                                                                                                           2
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE




C O N T EN T S                                4    How do Social Media Managers and
                                                   Community Managers Differ?

                                              11   What Role Does Community Management
                                                   Play in Marketing?

                                              20   What is the Relationship Between
                                                   Customer Service and Community?

                                              29   Describe the Biggest Lesson You’ve
                                                   Learned in Your Time in Community Building.

                                              40
   CONNECT WITH US
                                                   How Do You Envision the Dream
   MARKETWIRE
   marketwire.com                                  Community/Social Team Set Up at a Company?
   twitter.com/marketwire


                                              46   What Advice Would You Give to a
   facebook.com/marketwire
   blog.marketwire.com

   THE CM
                                                   Brand New Community Manager?
   thecommunitymanager.com
   twitter.com/thecmgr
   facebook.com/thecmgr                       55   What’s Your Prediction for the Future
                                                   of Community Management?
                                                                                                 3
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




                                                            QU EST ION 1



                 How do Social Media Managers
                and Community Managers Differ?




                                                                                                           4
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




                                                                                   “	I see Social Media Managers as those
                                                                                     externally facing people who focus on all
“	 ocial Media Managers deal with an
 S                                                                                   of the growth numbers. They work hard on

 overall approach to each platform,                                                  content, SEO, social metrics, leads, and
                                                                                     outreach. The Community Managers feed
 while Community Managers deal
                                                                                     them some of the internal information, but
 specifically with the communities on
                                                                                     they’re working on things that are more
 the platforms themselves. Basically,                                                internal and for people that are already
 Social Media Managers handle the                                                    customers. They’re creating opportunities for
 acquisition part of digital community                                               members to engage, making sure they have

 building, while Community Managers                                                  the resources they need, making the day to
                                                                                     day awesome, offline events (or even online
 handle acquisition and retention
                                                                                     events in some cases) and then working
 through content strategy.”
                                                                                     on word of mouth referrals and impacting
 STEPH PARKER, NEIMAN                                                                something like a NET promoter score.”
                                                                                     JENN PEDDE, 2U, INC.,
                                                                                     THECOMMUNITYMANAGER.COM

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A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




“	 hile the Social Media Manager
 W                                                                                 “	 he role of Social Media Manager
                                                                                    T
 is simply responsible for ensuring                                                  is wider and includes tasks like
 that marketing strategies and                                                       monitoring, overall strategy integration
 promotions are executed well using                                                  and crafting messaging. Community
 the various channels available to                                                   Managers’ roles are more specific and
 them, the Community Manager’s                                                       centered on managing the community
 concern is cultivating an ecosystem                                                 - responding to posts, forwarding
 of conversation and customer service.                                               questions to those with the answers
 While the promotions and marketing                                                  and facilitating the group discussion.
 strategies may start the conversation,                                              Community Managers aren’t active
 the Community Manager keeps the                                                     when it comes to deciding on brand
 conversation going, and provides the                                                strategy, however they are key in
 necessary feedback - and humanity -                                                 communicating the essence of the
 to bring a brand to life.”                                                          brand with the public, employees, etc.”
 MARK SHANNON, HENRY’S                                                               SARAH LUE, CBC/RADIO CANADA

                                                                                                                              6
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




“	 don’t like the term ”Social Media
 I                                                                                 “	Picture a high street. One side is lined with
 Manager”. That’s like using the                                                     shiny chain stores, shouting at you with

 word ”Telephone Manager” which                                                      bright signs and neon lighting. The other
                                                                                     is lined with independent shops, focusing
 doesn’t actually tell you what
                                                                                     their attention on you and your interests.
 they’re doing. They could be doing                                                  Social Media Managers man the shiny
 telesales, customer service,                                                        chain stores, hold the attention grabbing
 feedback outreach or any other                                                      signs and secure visitors with attractive
 thing that uses the telephone. To                                                   offers. They get you in and then manage

 that point, Community Managers                                                      the traffic. Transactional custom that comes
                                                                                     and goes. Community Managers invite
 can use social media to build
                                                                                     you in to the independent shops, offer you
 community. But using social media                                                   tea and have a chat to learn what your
 does not make you a Community                                                       interests are and how they can help you.
 Manager unless you are, in fact,                                                    They trigger your senses and encourage you
 building community.”                                                                to build a lasting connection.”

 DAVID SPINKS, FEAST                                                                 HEATHER CHAPMAN, ICM RESEARCH

                                                                                                                                     7
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




                                                                                  “	 eing a Community Manager is
                                                                                   B
                                                                                    about creating a conversation,
                                                                                    creating connections, and bringing
“Social Media Managers work
                                                                                    together a community of people
 in the marketing department.
                                                                                    around a product - online via social
 Community Managers work in
                                                                                    media - and often offline via events.
 the everything department.”                                                        Being a Social Media Manager is
PETER REDMER, MAGENIUM SOLUTIONS, LLC
                                                                                    about broadcasting and responding
                                                                                    to social media.”
                                                                                    KATIE MCPHEE, EVENTBRITE




                                                                                                                            8
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




                                                                                   “	 rom my personal experience, Social
                                                                                    F
                                                                                     Media Managers are more focused on
                                                                                     the larger analysis of the social media
                                                                                     properties for a brand. Their job is
“	 ocial Media Managers are “the
 S                                                                                   rooted much more in the numbers
 mic”, while Community Managers                                                      behind campaigns and follower
 are “the DJ”. One is a master at                                                    trends for social media properties.
 pumping up the volume, while the                                                    Community Managers find topics
 other activates voices and mixes                                                    that resonate with the audience
 them together in rhythm.”                                                           and create strategies to increase
 RYAN RUTAN, JIVE SOFTWARE                                                           engagement within the brand’s
                                                                                     community. We help serve as the
                                                                                     outward face of the brand and reflect
                                                                                     the voice of the company.”
                                                                                     KARA LEE, SPRINKLR

                                                                                                                             9
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?




“	 ocial Media Managers must focus
 S                                                                                 “	 hile the roles often dovetail at points
                                                                                    W
 content, traffic and engagement of                                                  (and are often confused for each
 the social community. Community                                                     other!) the Social Media Manager
 Managers also have a support/                                                       deals solely with the online groups
 product awareness component- they                                                   and networks, and managing content
 must report bugs and issues to                                                      on those networks. The domain of the
 the product team and they should                                                    Community Manager is much more
 be the voice of communication                                                       broad reaching, and touches many
 between the engineers and the                                                       more facets of a company. Community
 users. Social Media Managers also                                                   Managers interact with product,
 typically do not have an in-person                                                  community members both online
 portion of the community, where                                                     and offline, events, internal company
 Community Managers may plan in                                                      communities, customer support, and
 person events.”                                                                     content management.”
                                                                                     KAREN SCHOELLKOPF, HARVEST/WALKABOUT NYC
 JULIA WILSON, BITLY
                                                                                                                             10
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




                                                            QU EST ION 2



                   What Role Does Community
                  Management Play in Marketing?




                                                                                                      11
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	The real power of community management is
 that it connects directly with the customers,
 bypassing standard marketing channels that are
 seldom more than a one-way, outbound form                                          “	t’s parallel to marketing.
                                                                                     I
 of messaging. Through this direct connection,
                                                                                      Community Managers can provide
 quick, nimble data providing true insight can
                                                                                      deep & helpful feedback from
 be gained that can help the company target a
 more powerful value proposition, essentially                                         users/community members to the
 acting as product marketing (not promotional                                         marketing team. And marketers can
 marketing). By continuously sustaining that                                          give input about new initiatives to
 larger conversation with those who want to
                                                                                      Community Managers. But they’re
 purchase products and services that fit their
 needs precisely and for a good value, you can
                                                                                      not the same.”
 better serve them by ever-nearing an ideal                                           CALI HARRIS, TECHSTARS

 business model.”
 CADE PETERSON,
 SONY COMPUTER ENTERTAINMENT AMERICA


                                                                                                                            12
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	Community Managers are not necessarily
 marketing people nor should they be.
 You should hire a Community Manager
                                                                                    “	 arketing brings people in the door,
                                                                                     M
 for their interpersonal skills and ability
 to clearly communicate with people in an                                             but community makes people stay.
 online forum. Yes, Community Managers                                                If the community is happy, members
 do leverage some marketing techniques,                                               will naturally talk, just like how you
 but they should be more focused on the
                                                                                      can’t stop talking about your new
 engagement with the public part of the job
 instead of how to position the company,
                                                                                      boyfriend, and the outcome is word
 product, service. Community Managers and                                             of mouth marketing. While the goal
 people in marketing should work closely                                              of community is not marketing, it
 together to ensure their efforts are in                                              can produce the most effective kind
 concert with one another. Marketing should
                                                                                      of marketing if done well.”
 be interested in the feedback from the
                                                                                      SARAH JUDD WELCH, LOYALCX
 Community Managers about what the public
 wants and how.”
 LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE
                                                                                                                               13
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




                                                                                    “	 reating an online social community
                                                                                     C
                                                                                      allows the brand to create their own
“	 ommunity Managers are the main
 C                                                                                    casual focus group, who they can tap
 voice to the user community. They                                                    into in and gain insights they never
                                                                                      would in formal research. A Community
 are responsible for getting users to
                                                                                      Manager also provides a voice to the
 understand how to use the product
                                                                                      brand that is not speaking ad slogans,
 or service and get excited about new
                                                                                      but as a human would, which makes it
 features and developments. Early
                                                                                      easier to engage in a conversation with
 on in start-ups many Community                                                       consumers. Creating a loyal community
 Managers are also responsible for                                                    of people who love your brand makes
 the basic marketing strategies.”                                                     it easier to share brand news or
 JULIA WILSON, BITLY                                                                  products, since you are sharing it with
                                                                                      a group you know cares.”
                                                                                      REB CARLSON, MKG


                                                                                                                                14
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	 arketing is about brand awareness
 M
 and lead collection. Community
 often seems similar because it can
 involve brand awareness, but the                                                   “The right execution of the
 primary focus of community is brand                                                 social media strategy.”
 AFFINITY. Make people love the                                                       SABRINA MOSSENTA, VIADEO.COM
 company. If we do our job, Marketing
 can do theirs easier.”
 EVAN HAMILTON, USERVOICE




                                                                                                                     15
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	 ommunity management plays a huge
 C
 role in marketing in that it makes the                                             “	 t a smaller company, Community
                                                                                     A
 marketing process so much easier. At                                                 Managers may play a significant
 a conference last year, our marketing                                                role in marketing, even creating all
 team came up to me and thanked me
                                                                                      the ads and promoting them! Larger
 because by the time they spoke to
                                                                                      companies will probably have their
 prospective or existing clients, they
                                                                                      own marketing division. In this case,
 already loved us and were wanting
                                                                                      it will be a close cooperation between
 to know more about the product. Our
 marketing team didn’t need to spend
                                                                                      them and the Community Manager
 their time convincing the client that                                                to ensure the message to the
 our team itself was something to                                                     community and media is succinct.”
 believe in, they already wanted to                                                   MATHEW ANDERSON, PETROGLYPH

 be a part of what we were doing.”
 SHERRIE RHODE, SWEET TOOTH


                                                                                                                              16
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	 ommunity management supports
 C
marketing by providing platform                                                    “	 here to begin?! It allows an
                                                                                    W
specific expertise, vetting                                                          organization to listen to what its
content from the target audience                                                     fans want and shape programs
perspective, providing engagement                                                    around their needs. If done right, it
to marketing posts, managing                                                         gives brands the right to talk about
ambassador/advocate programs                                                         their products because it first and
and providing feedback to marketing                                                  foremost serves the needs of the
about the success or opportunities                                                   brand’s customers.”
for improvement.”                                                                    ADAM WEITNER, EDELMAN

GINA MULIC, ROGERS




                                                                                                                             17
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	I wouldn’t say it plays a role in marketing,
 but it does have to work with marketing,
 as well as every other department in
 the company. Where I see community
 and marketing working together is in the                                           “	 ommunity management picks up
                                                                                     C
 following: Marketing gets people in the                                              where marketing leaves off. Like in a
 door, and it’s important that you have
                                                                                      restaurant, marketing is the hostess
 a funnel that leads those new users/
 customers to become active community                                                 that greets the customer and leads
 members. A good community will greatly                                               them to their table, while community
 improve word of mouth marketing. People                                              management serves them and really
 who love your product and community will
                                                                                      makes, or breaks, their experience.”
 talk about it. Community can be presented
                                                                                      TERA KRISTEN,
 as a valuable feature of a product when                                              FREELANCE COMMUNITY MANAGER
 you’re marketing that product. Community
 members are often great sources for
 testimonials for your marketing materials.”
 DAVID SPINKS, FEAST
                                                                                                                           18
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?




“	 ommunity Managers focused on
 C
 marketing objectives typically spend
 their time highlighting, supporting and
 rewarding advocacy - and they typically
 focus on advocates who are most
 likely to impact brand impression or
 conversion. Because trust has moved
 from organizations to individuals,
 this advocacy plays an increasingly
 important role in marketing.”
 RACHEL HAPPE, THE COMMUNITY ROUNDTABLE




                                                                                                       19
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




                                                             QU EST ION 3



              What is the Relationship Between
             Customer Service and Community?




                                                                                                                20
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




“	 hese departments are inextricably
 T                                                                                   “	 ommunity Managers are not
                                                                                      C
 linked. Like a cheeseburger and                                                       support agents, but it is our job to
 French fries. Sure you can have one                                                   know what our community is feeling.
 without the other, but why would you                                                  Working with support to better
 want to?”                                                                             understand your customers will only
 JENN PEDDE, 2U, INC.,
                                                                                       make your community better.”
 THECOMMUNITYMANAGER.COM
                                                                                       CARTER GIBSON, USERVOICE




                                                                                                                              21
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




                                                                                     “	It’s a lot easier to find a brand’s social
                                                                                       accounts than it is a customer service
                                                                                       number today. It’s also easier to express
“	 ften the community believes that
 O
                                                                                       a complaint via Tweet and post than to sit
 social media is the perfect place                                                     on hold to let someone know you had a
 to complain but the communities                                                       bad experience. With this in mind, it’s key
 we build are designed not just as                                                     that Community Managers are on top of
                                                                                       the feedback they are receiving. We’ve all
 a place for customer griping but
                                                                                       seen the “bad experience at Store XYZ”
 also as a place to ask questions,                                                     posts that have snowballed into people
 connect with people of a similar                                                      commenting about their bad experiences.
 mindset and to share stories about                                                    Instead of shutting that thread down, help

 a brand that they have formed a                                                       solve the problems. Maybe training within
                                                                                       the organization really is an issue that
 relationship with.”
                                                                                       needs to be addressed. If it is, address it
 SHANNON HUNTER, CAPITAL C
                                                                                       and thank the community for bringing it to
                                                                                       your attention.”
                                                                                       MAC SLAVIN, PROFESSIONAL BULL RIDERS
                                                                                                                                     22
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




“	 ith so many options for social
 W                                                                                   “	For customers, the customer experience
                                                                                       is a continuous one, not one segmented
 media available to our customers,
                                                                                       into evaluation, purchase and support.
 their avenues for complaints and
                                                                                       Because of that customers don’t
 “word-of-mouth” have been vastly
                                                                                       typically distinguish between channels
 expanded. What may start off as a                                                     when they have a need even though
 bad customer service experience                                                       organizations have different functional
 can quickly turn into a PR nightmare                                                  groups to manage the different aspects
 as it makes its way out into the                                                      of the customer process. Communities
 community. Customer service and                                                       increasingly serve as the one point
                                                                                       of contact for customers related to a
 community managers have to work
                                                                                       company and community teams act
 together to address the customer
                                                                                       as ombudspersons, providing a single
 service issues that a company may
                                                                                       consistent experience to customers and
 face, and to guide the conversation                                                   shielding them from internal complexity
 back to a positive resolution.”                                                       while ensuring questions are answered.”
 MARK SHANNON, HENRY’S                                                                 RACHEL HAPPE, THE COMMUNITY ROUNDTABLE
                                                                                                                                 23
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




                                                                                    “	 hey are intertwined. Customers
                                                                                     T
                                                                                      will turn to online communities
                                                                                      for help and advice about your
                                                                                      product or service, I can guarantee
                                                                                      this. Whether the community is
                                                                                      the “official” channel for customer
“They are one and the same. If
                                                                                      support or not, how support
 they aren’t in your community,
                                                                                      related posts are handled will
 you’re doing it wrong.”                                                              reflect directly on your brand
ADAM WEITNER, EDELMAN
                                                                                      and reputation. This can create
                                                                                      potential for new sales as well as
                                                                                      enhance customer retention and
                                                                                      lower support costs, too.”
                                                                                      PETER REDMER, MAGENIUM SOLUTIONS, LLC



                                                                                                                              24
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




“	 here is a direct correlation
 T
 between customer service and
 the community. While we may not
 officially play the role of customer                                                “	 rom the consumer’s perspective
                                                                                      F
 service, we are often the first point                                                 there is no distinction between
 of contact or “middle man” for our                                                    the two even though operationally
 customers. Their experience with us                                                   there may be. Effective Community
 and how their question is handled                                                     Managers are not customer service
 directly influences their view on the                                                 agents but they should strive to
 company and brand. Customers                                                          create a situation where the two
 appreciate having someone local                                                       departments operate seamlessly.”
 to go to when most companies don’t                                                    ALASTAIR SIBLEY, KETCHUM

 have the resources or manpower
 for multiple offices.”
 LEILA NAJAFI, EVENTBRITE
                                                                                                                           25
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




                                                                                     “	 ommunity and customer service
                                                                                      C
“	 ustomer service is a sub-set
 C
                                                                                       are very closely tied together, or
 of community. Granted, most
                                                                                       should be. As Jeannie Walters
 communities have an element of
                                                                                       recently said, customer service
 customer service associated with
                                                                                       is very reactive while customer
 them; however, active participation
                                                                                       experience is proactive. I believe
 in a healthy community is not just
                                                                                       this applies to community as well.
 getting answers to problems. It’s
                                                                                       You should always be reaching out
 also about establishing an identity
                                                                                       to your community and find out how
 and networking with like-minded
                                                                                       things are going, not just waiting
 practitioners. Communities that focus
                                                                                       for a problem to arise. Build that
 on people and relationships, will be
                                                                                       relationship even when you don’t
 relevant longer to its members.”
                                                                                       need it.”
 RYAN RUTAN, JIVE SOFTWARE
                                                                                       SHERRIE ROHDE, SWEET TOOTH


                                                                                                                            26
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




                                                                                     “	In general these teams should act as
                                                                                       cooperating teammates for both these
                                                                                       departments are often the first point of
                                                                                       contact. Community often lives at the
“	 hey are separate but equal.
 T                                                                                     “top of the funnel” and want to be the
 Customer service’s primary                                                            friendly voice to invite people to interact
 goal is helping the customer.                                                         with our brand and add to our culture.
 Community compounds that with                                                         Whereas our support “ranger” colleagues
 servicing emergent needs with                                                         tend to deal with the more technical
 entertainment and engagement                                                          troubleshooting aspects of the user
                                                                                       experience. We see our role as being
 about a brand or product.”
                                                                                       more proactive/preventative in identifying
 MATTHEW KNELL, AOL
                                                                                       the issues our users are having, being
                                                                                       a support system, and directing them to
                                                                                       the appropriate resources.”
                                                                                       LAURA HORAK & CONNOR MEAKIN, HOOTSUITE

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A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?




“	 ou can’t have a community without
 Y
 some form of customer service.
 In my mind, the best Community
 Managers are also savvy customer
 service professionals.”
 KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL




                                                                                                                 28
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




                                                               QU EST ION 4



                   Describe the Biggest Lesson
                         You’ve Learned in
                 Your Time in Community Building.



                                                                                                                             29
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	 he Community Manager is the
 T
 expert. You can’t fault coworkers
 for not knowing how to do this                                                         “	 orget about what is cool and sexy.
                                                                                         F
 because it just doesn’t come                                                             Do not get distracted by other flashy
 natural to them. They don’t get                                                          companies surrounding you. Focus
 it. You have to work for them as                                                         on what makes your community
 much as you have to work for                                                             unique and align yourself with those
 your community. Education makes                                                          out for your best interests.”
 everyone’s lives easier, especially                                                      JENNIFER LAYNE CARDON, GOGOBOT
 yours in the long run.”
 JENN PEDDE, 2U, INC &
 THECOMMUNITYMANAGER.COM




                                                                                                                                30
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	 indness always, always wins.
 K
 (Even though, at times, it can be                                                      “	 ist up and listen up. Create a list
                                                                                         L
 tough to practice kindness.) After                                                       of those that you would want to
 all, community is really about                                                           eventually be listed alongside with.
 people. And being nice makes                                                             Then listen to what they have to say
 for better people. And better                                                            for a few months.”
 community interactions.”                                                                 MIKE FRAIETTA, SOCIAL EDGE CONSULTING

 CALI HARRIS, TECHSTARS




                                                                                                                                  31
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	 uilding a community takes longer
 B
 than you’d expect. You have to talk
 to many many people before you
 establish some roots, cultivate
 those roots and tend the garden,
 as it were, before people take notice
                                                                                        “Always take one step back and
 and seeds fall and grow on their
                                                                                          think like a community member.”
 own. And you can never give enough
                                                                                          JONHA REVESENCIO, LEO BURNETT SINGAPORE
 thanks to the early adopters and
 the people who continually help out.
 Some come and go, others stick
 around, and thanking them often
 is never out of style.”
 GWYNNE MONAHAN, CILO


                                                                                                                                    32
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	t’s really easy to get wrapped up
 I
 in the “busy work” online. I really
                                                                                        “You can’t fake a successful
 had to practice stopping and asking
                                                                                         community. If you don’t approach
 myself “how is this providing value
                                                                                         it genuinely, it will never survive.”
 to my community” and if I can’t
                                                                                          DAVID SPINKS, FEAST
 answer it, I shouldn’t be doing it.”
 JENNIFER GRAYEB, AETNA




                                                                                                                              33
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	 or the most part your worst, most
 F
                                                                                        “When you assume, you make
 ardent trolls and detractors are
                                                                                         an ass out of you and me.
 ultimately on your side; they want
                                                                                         Always question, take the time
 things to be better. They just really
                                                                                         to analyze, don’t rush in.”
 suck at communicating it.”
                                                                                          BLAISE GRIMES-VIORT, EMODERATION
 DAVID DEWALD, TECHWELL




                                                                                                                              34
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




                                                                                        “	 on’t underestimate the value
                                                                                         D
“	 ometimes you just have to bite
 S
                                                                                          of over-communication! If it’s
 your tongue, put aside any personal
                                                                                          important, go the extra mile to
 judgments or beliefs, and respond
                                                                                          find new ways to say the same
 in a way that’s the best for your
                                                                                          message, sometimes even to the
 community and company.”
                                                                                          same audience.”
 SARA STEELE-ROGERS, EVENTBRITE
                                                                                          RYAN RUTAN, JIVE SOFTWARE




                                                                                                                              35
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	 believe it’s important to get buy-in
 I
 from internal stakeholders around
 your community and social strategy.                                                    “Community ain’t easy. :) If it
 This is a big lesson, because if                                                        is, you’re doing it wrong.”
 you don’t, you’ll be pushing an                                                          EVAN HAMILTON, USERVOICE
 18-wheeler uphill for a while.”
 JOSEPH MANNA, INFUSIONSOFT




                                                                                                                              36
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“	 goal is not a vision. Be very clear
 A
 about what you’ve been hired to                                                        “	 cknowledgement goes a long way.
                                                                                         A
 do. And don’t be afraid to seek                                                          If you can’t immediately solve a
 clarification or set boundaries. Ask                                                     customer’s issue, making sure they
 yourself: Have you been hired to                                                         know you hear them is enough to
 carry out a vision or meet a goal?                                                       keep them happy. During my time as
 Believe it or not, those are two very                                                    a Community Manager, I have seen
 different jobs. You won’t always have                                                    the biggest complainers turn into
 the freedom to decide what the vision                                                    our biggest advocates.”
 is, but the ability to make a decision                                                   DONAL O’CONGHAILE,
                                                                                          SMILEY 360 & SOCIAL MEDIA LINK
 about doing the job is critical.”
 SHEENA MEDINA,
 FREELANCE SOCIAL MEDIA STRATEGIST




                                                                                                                               37
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




                                                                                        “	Every community is different and you
                                                                                          can’t just put out the same content to
                                                                                          all of them. Communities need to be
                                                                                          customized for content, language, culture,
“	 ou’re only one person and there
 Y                                                                                        and syntax in order to resonate with the
 are going to be pits and peaks. If                                                       people you are trying to engage with.
 a campaign doesn’t work, learn                                                           The answer to most social media policy/
 from it at move on. You have to be                                                       legal questions is, it depends. It depends
 agile and willing to listen to what                                                      on the geographic location of the

 your community needs and any                                                             community, the culture of the community,
                                                                                          the expectations of the community, and
 given time.”
                                                                                          the technologies being used. This means
 ALEXA PLEW, EVENTBRITE
                                                                                          most solutions are custom solutions even
                                                                                          though the thought process is the same
                                                                                          for most issues.”
                                                                                          LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE

                                                                                                                                      38
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING




“The biggest lesson I have
 learned is to always have
 a crisis plan in place.”
 EBONY HILLSMAN, THE CREATIVE PROTOCOL




                                                                                                                              39
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?




                                                             QU EST ION 5



                      How Do You Envision the
                   Dream Community/Social Team
                       Set Up at a Company?



                                                                                                                        40
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?




                                                                                     “	 o be truthful, I think Eventbrite has
                                                                                      T
                                                                                       found the sweet spot. In addition to
                                                                                       having a Community Manager that
                                                                                       heads up corporate community, we
“	 y team and I collaborate to
 M                                                                                     have local Community Managers that
 delegate all the different social,                                                    focus on building brand awareness
 branding and engagement                                                               in individual markets. It is great to
 strategies. We work closely with                                                      have these satellite positions that
 the PR, Consumer Marketing and                                                        know the in’s and out’s of the cities.
 Customer Service teams too.”                                                          We can focus on what will make the
 ALISON HILLMAN, TRULIA
                                                                                       most impact in each of our cities.
                                                                                       These sub-communities then feed in
                                                                                       to the larger Eventbrite community and
                                                                                       everybody feels the love!”
                                                                                       ALEXA PLEW, EVENTBRITE


                                                                                                                                41
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?




“	 he community team has seats at
 T
 both the management table and                                                       “	n most cases, I recommend against
                                                                                      I
 the product table, and the head of                                                    outsourcing a Community Manager.
 community has a voice in both the                                                     Someone outside the company
 strategic direction of the company                                                    simply can not do as good of a job
 as well as the product. The social                                                    as someone intimately involved with
 team is part of the marketing                                                         the business.”
 team, but has a seat in community                                                     CASSANDRA CAMPBELL, LIBERTY VILLAGE
                                                                                       BREWING COMPANY
 as well.”
 SARAH JUDD-WELCH, LOYALCX




                                                                                                                             42
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?




“	Maybe it is possible for one person to
                                                                                     “	 kill sets that include strategy,
                                                                                      S
  embody it all, but the dream community/
                                                                                       understanding of the product
  social team needs: analytics and
                                                                                       lifecycle and recognition of business
  reporting skills, the creativity skills that
  comes with coming up with content,                                                   goals and how to align product
  some multimedia skills, big picture                                                  positioning, messaging and community
  ideas, and overall an understanding of                                               development with business and
  how people actually use social. I think                                              product roadmap. They should be
  it’s less about having a huge team, but                                              included on new product planning,
  instead a small core group of people
                                                                                       providing launch plans from inception
  (about two to three) who are super
                                                                                       of product, and involved with
  smart. Ideally there is someone who
  can execute the strategy, someone                                                    sunsetting of product before there are
  who knows how to answer the “why”                                                    customer complaints. In my dream
  questions in terms of metrics, and                                                   view, community/social teams are
  someone who is thinking three months                                                 the core of product marketing.”
  ahead of everyone else.”                                                             CINDY SOLOMON,
                                                                                       GLOBAL PRODUCT MANAGEMENT TALK
 REB CARLSON, MKG
                                                                                                                                43
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?




                                                                                     “	 hether it’s handled by an outside
                                                                                      W
                                                                                       agency or in-house, whether it’s one
“	 ead of Community, running a
 H
                                                                                       person or a whole team, the key is
 department just as important
                                                                                       this: having a dedicated resource for
 and independent as marketing.
                                                                                       both social media and community
 Community Managers focusing
                                                                                       management. It’s a demanding
 on areas like forums, events,
                                                                                       job. If you “tack on” community or
 etc. Content creators creating
                                                                                       social media duties to someone
 great content. Social Media
                                                                                       who already has a full plate (or
 Managers focusing on publishing
                                                                                       a different area of expertise) it
 and interacting via social media.
                                                                                       not only spreads that employee
 Support representatives handling
                                                                                       too thin, but doesn’t allocate
 issues and questions.”
                                                                                       enough resources for the often
 EVAN HAMILTON, USERVOICE
                                                                                       overwhelming task that it is.”
                                                                                       PETER REDMER, MAGENIUM SOLUTIONS, LLC.
                                                                                                                                44
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?




                                                                                     “	 here will be several Community
                                                                                      T
                                                                                       Mangers that tackle different
                                                                                       aspects of growing the community.
                                                                                       A Content Manager focused on
“	 he ideal community set up
 T                                                                                     content, a relationship builder
 would be a central community                                                          focused on engaging members
 driven team owning policies                                                           and finding out their WIIFM, a Site
 and processes, and acting as                                                          Developer that ensures the platform
 advocates and educators. Small                                                        is designed to enable sharing and
 and nimble, with a great reach.”                                                      meeting new members, a Social
 BLAISE GRIMES-VIORT, EMODERATION                                                      Media Manager that ensures the
                                                                                       right kinds of messages from the
                                                                                       organization is being shared with
                                                                                       their target audience.”
                                                                                       ESE EMERHI, IHREME CONSULTING
                                                                                                                             45
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




                                                            QU EST ION 6



               What Advice Would You Give to
             a Brand New Community Manager?




                                                                                                            46
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




“	 ake a deep breath, and focus.
 T                                                                                  “	 e wear lots of hats. One day we’re
                                                                                     W
 Find your resources, talk to other                                                   planning events, and the next we’re
 Community Managers that have                                                         blogging. Learn how your strengths
 done this. Don’t reinvent the wheel.                                                 interact with each other and be
 You’re not alone!”                                                                   prepared to feel like you have to
 JENN PEDDE, 2U, INC &
                                                                                      have ADHD to succeed.”
 THECOMMUNITYMANAGER.COM
                                                                                      CARTER GIBSON, USERVOICE




                                                                                                                            47
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




“	 on’t be afraid to experiment
 D
 with different types of content,
 but always remember to give                                                        “ALWAYS keep separate
 your communities the credit they                                                    apps for personal &
 deserve. Also, don’t take feedback                                                  professional twitter. ;)”
 personally - it’s all part of growing                                                SHANNON HUNTER, CAPITAL C
 and becoming a better brand voice.”
 STEPH PARKER, NEIMAN




                                                                                                                  48
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




                                                                                    “	 isten. Listen to your community,
                                                                                     L
“	 ou have to constantly learn and
 Y                                                                                    listen to your co-workers, listen
 adopt. One piece of advice I got early                                               to management. You’ll learn a
 on was that if something doesn’t                                                     lot about your company and a
 work, try something different. Don’t                                                 lot about the community you’re
 fear failing, embrace it.”                                                           starting to manage.”
 SHERAZ BHATTI, CITELIGHTER                                                           MAC SLAVIN, PROFESSIONAL BULL RIDERS




                                                                                                                             49
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




                                                                                    “	 top worrying about how every
                                                                                     S
                                                                                      hour of your day should be spent,
“	 est. Never assume you know what
 T
                                                                                      and focus on getting to know
 or how your community will react.
                                                                                      the community. Schedule calls
 Try new things and develop those
                                                                                      with everyone who will speak to
 that work and learn from the ones
                                                                                      you. Meet with people in person
 that don’t.”
                                                                                      when possible. Focus on building
 TIM MCDONALD, HUFFINGTON POST/AOL
                                                                                      relationships above all else.”
                                                                                      JENNIFER GRAYEB, AETNA




                                                                                                                          50
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




                                                                                    “	 ou’re going to fail a lot. That’s
                                                                                     Y
                                                                                      okay. Embrace it. Don’t be afraid
                                                                                      of inactivity. If you don’t post
“	dentify the short term goals you
 I
                                                                                      anything, because you’re worried
 can achieve in your new role and
                                                                                      that no one will respond, then
 stick to them. You’re going to be
                                                                                      you’re guaranteed to fail. And start
 pulled in a lot of different directions,
                                                                                      simple. Communities don’t happen
 which is ok, just make sure you
                                                                                      over night and you don’t need a
 have your own set of tasks that you
                                                                                      grand strategy to make it work.
 can measure yourself against.”
                                                                                      Just start by genuinely caring and
 NICK CICERO, LIVEFYRE
                                                                                      talking with one person, then two
                                                                                      people, three, etc.”
                                                                                      DAVID SPINKS, FEAST



                                                                                                                             51
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




                                                                                   “	 efore you invest any time in
                                                                                    B
                                                                                     coming up with a build road map,
                                                                                     spend your first month engaging
“Get ready to realize just                                                           and getting feedback from the
 how many crazies there                                                              existing community. The amount
                                                                                     of R&D you can get from them in
 are out there.”
                                                                                     that first month, will set you up for
ADAM WEITNER, EDELMAN
                                                                                     success 4-5x compared to where
                                                                                     you started.”
                                                                                     RYAN COX, COX CONSULTING




                                                                                                                             52
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




                                                                                    “	 e open to learning new skills:
                                                                                     B
                                                                                      data analysis, video editing, event
“	 ommunity is mix of top-down and
 C
                                                                                      planning...whatever it takes to
 bottom-up preference. Your job is to
                                                                                      engage, analyze and report on your
 align your corporate goals with your
                                                                                      community building efforts. Take
 customers want in a manner that
                                                                                      the time to learn what happens
 establishes balance. Make sure you
                                                                                      in every functional area of your
 know how success is measured,
                                                                                      organization, and create open lines
 and when in doubt, listen.”
                                                                                      of communication with people - the
 RYAN RUTAN, JIVE SOFTWARE
                                                                                      more you know about what is going
                                                                                      on, the better you will be at your job.”
                                                                                      KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL




                                                                                                                               53
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?




“	 o build a community, you must not
 T
 be afraid to get off the computer, go
 out and talk to people offline and
 develop genuine relationships.”
 CONNIE CHANG, GOGOBOT




                                                                                                             54
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




                                                             QU EST ION 7



               What’s Your Prediction for the
            Future of Community Management?




                                                                                                              55
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




                                                                                     “	 ind yourself a professional network
                                                                                      F
“	 fully expect the term “Community
 I
                                                                                       for support and development.
 Manager” to not be *AS* prevalent
                                                                                       Interview all company stakeholders
 as it is as this moment. Much
                                                                                       (& make friends during the
 like how developers distinguish
                                                                                       process). Identify key business
 themselves by what part they work
                                                                                       goals. Develop a strategy to reach
 on or what languages they know,
                                                                                       those goals, Get to work, Measure/
 you’ll see community folks start to
                                                                                       Analyze/Report. Tweak. (Oh, and
 diversify by title and have incredible
                                                                                       learn how to juggle. ;).”
 skill sets in certain areas.”
                                                                                       HILLARY BOUCHER,
 JENN PEDDE, 2U, INC. &                                                                THE COMMUNITY ROUNDTABLE
 THECOMMUNITYMANAGER.COM




                                                                                                                            56
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




“	 was given this advice when I first
 I
 started and it didn’t make sense
 until a few months after I started,
 of course, hindsight is always
                                                                                     “That when I say
 20/20. But always remember, it’s                                                     “Community Manager”
 a marathon, not a sprint. There                                                      people say “Oh awesome!”
 are times when you want to be                                                        instead of “Oh, awesome...
 everything to everyone and you
                                                                                      what’s that?” ;)”
 simply cannot. You have to prioritize
                                                                                       CARTER GIBSON, USERVOICE
 your time and determine what makes
 sense for you and the business.”
 LEILA NAJAFI, EVENTBRITE




                                                                                                                  57
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




“	 think the future is optimistic.
 I                                                                                   “	 ommunity management will
                                                                                      C
 I think the HR department of many                                                     become an important skill in
 corporations should embrace                                                           the sociology of the Internet. It
 community management the way                                                          will stop being just a marketing
 start ups do and adapt it. It will                                                    practice and it will be needed
 help driver users and keep your                                                       to organize information and to
 biggest fans happy. Just my guess                                                     produce knowledge that will boost
 (or vision).”                                                                         economic growth.”
 SHERAZ BHATTI, CITELIGHTER                                                            GRISELDA CUEVAS, GREEN LOVESEAT




                                                                                                                           58
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




                                                                                     “	 ommunities have existed since
                                                                                      C
“	 believe that the Community
 I                                                                                     the beginning of time, and the
 Manager will enter the C-Suite as a                                                   core concepts that make a
 Chief Community Officer, or a similar                                                 community survive have always
 role. Since Community Managers                                                        been the same. The future will be
 touch everything from product to                                                      no different. What I think we’ll see
 customer service to marketing,                                                        in the future is more companies
 there are few people suited to lead                                                   placing value on community, hiring
 the customer experience from the                                                      senior level community experts,
 top down moving forward.”                                                             and starting companies with
 NICK CICERO, LIVEFYRE                                                                 community at their core.”
                                                                                       DAVID SPINKS, FEAST




                                                                                                                              59
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




                                                                                     “	 ommunity management will split
                                                                                      C
                                                                                       into several different specialties
                                                                                       with distinct and only vaguely
“	 believe that community
 I                                                                                     related skill sets. As such we’ll
 management will become the                                                            continue to see a diversification
 practice and application of customer                                                  of our job titles and companies
 retention, whereas marketing will                                                     will start to hire for specific
 continue to acquire new customers.”                                                   purposes and against specific
 TERA KRISTEN, COMMUNITY BUILDER                                                       needs. Eventually we will become
                                                                                       embedded at every level of our
                                                                                       respective businesses.”
                                                                                       ALASTAIR SIBLEY, KETCHUM




                                                                                                                            60
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




“Either we’ll fail to differentiate                                                  “	 ess centralized, more distributed.
                                                                                      L
 ourselves and become a                                                                Communities live in fragments
 marketing lackey, or we’ll bloom                                                      and sections as much as they
 into a real department and help                                                       do in collections. You can create
 make or break brands.”                                                                community in a single interaction.”
                                                                                       MATTHEW KNELL, AOL
 EVAN HAMILTON, USERVOICE




                                                                                                                             61
A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?




“	n future I think there will be smaller
 I
 and more specialized communities,
 so an important Community
 Manager skill will be mapping all
 this communities, placing a brand in
 a strategic way and creating content
 appropriated to more expert users.”
 PAOLA SANGIOVANNI, PINTEREST ITALY




                                                                                                               62

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A Collection Of Community Management Advice

  • 1. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? A COLLECTION OF COMMUNITY MANAGEMENT ADVICE Curated by Marketwire and TheCommunityManager.com JANUARY 28, 2013 1
  • 2. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ Community managers are perhaps one of the most powerful groups on the Internet, but often spend their careers entirely behind the scenes. To commemorate Community Manager Appreciation Day (#CMAD) on January 28, 2013, Marketwire and The Community Manager have asked community managers about what they do, how they do it, and where they see the future of community management going. We received more than 600 responses and compiled the top thoughts, tips and advice into this eBook. 2
  • 3. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE C O N T EN T S 4 How do Social Media Managers and Community Managers Differ? 11 What Role Does Community Management Play in Marketing? 20 What is the Relationship Between Customer Service and Community? 29 Describe the Biggest Lesson You’ve Learned in Your Time in Community Building. 40 CONNECT WITH US How Do You Envision the Dream MARKETWIRE marketwire.com Community/Social Team Set Up at a Company? twitter.com/marketwire 46 What Advice Would You Give to a facebook.com/marketwire blog.marketwire.com THE CM Brand New Community Manager? thecommunitymanager.com twitter.com/thecmgr facebook.com/thecmgr 55 What’s Your Prediction for the Future of Community Management? 3
  • 4. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? QU EST ION 1 How do Social Media Managers and Community Managers Differ? 4
  • 5. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ I see Social Media Managers as those externally facing people who focus on all “ ocial Media Managers deal with an S of the growth numbers. They work hard on overall approach to each platform, content, SEO, social metrics, leads, and outreach. The Community Managers feed while Community Managers deal them some of the internal information, but specifically with the communities on they’re working on things that are more the platforms themselves. Basically, internal and for people that are already Social Media Managers handle the customers. They’re creating opportunities for acquisition part of digital community members to engage, making sure they have building, while Community Managers the resources they need, making the day to day awesome, offline events (or even online handle acquisition and retention events in some cases) and then working through content strategy.” on word of mouth referrals and impacting STEPH PARKER, NEIMAN something like a NET promoter score.” JENN PEDDE, 2U, INC., THECOMMUNITYMANAGER.COM 5
  • 6. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ hile the Social Media Manager W “ he role of Social Media Manager T is simply responsible for ensuring is wider and includes tasks like that marketing strategies and monitoring, overall strategy integration promotions are executed well using and crafting messaging. Community the various channels available to Managers’ roles are more specific and them, the Community Manager’s centered on managing the community concern is cultivating an ecosystem - responding to posts, forwarding of conversation and customer service. questions to those with the answers While the promotions and marketing and facilitating the group discussion. strategies may start the conversation, Community Managers aren’t active the Community Manager keeps the when it comes to deciding on brand conversation going, and provides the strategy, however they are key in necessary feedback - and humanity - communicating the essence of the to bring a brand to life.” brand with the public, employees, etc.” MARK SHANNON, HENRY’S SARAH LUE, CBC/RADIO CANADA 6
  • 7. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ don’t like the term ”Social Media I “ Picture a high street. One side is lined with Manager”. That’s like using the shiny chain stores, shouting at you with word ”Telephone Manager” which bright signs and neon lighting. The other is lined with independent shops, focusing doesn’t actually tell you what their attention on you and your interests. they’re doing. They could be doing Social Media Managers man the shiny telesales, customer service, chain stores, hold the attention grabbing feedback outreach or any other signs and secure visitors with attractive thing that uses the telephone. To offers. They get you in and then manage that point, Community Managers the traffic. Transactional custom that comes and goes. Community Managers invite can use social media to build you in to the independent shops, offer you community. But using social media tea and have a chat to learn what your does not make you a Community interests are and how they can help you. Manager unless you are, in fact, They trigger your senses and encourage you building community.” to build a lasting connection.” DAVID SPINKS, FEAST HEATHER CHAPMAN, ICM RESEARCH 7
  • 8. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ eing a Community Manager is B about creating a conversation, creating connections, and bringing “Social Media Managers work together a community of people in the marketing department. around a product - online via social Community Managers work in media - and often offline via events. the everything department.” Being a Social Media Manager is PETER REDMER, MAGENIUM SOLUTIONS, LLC about broadcasting and responding to social media.” KATIE MCPHEE, EVENTBRITE 8
  • 9. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ rom my personal experience, Social F Media Managers are more focused on the larger analysis of the social media properties for a brand. Their job is “ ocial Media Managers are “the S rooted much more in the numbers mic”, while Community Managers behind campaigns and follower are “the DJ”. One is a master at trends for social media properties. pumping up the volume, while the Community Managers find topics other activates voices and mixes that resonate with the audience them together in rhythm.” and create strategies to increase RYAN RUTAN, JIVE SOFTWARE engagement within the brand’s community. We help serve as the outward face of the brand and reflect the voice of the company.” KARA LEE, SPRINKLR 9
  • 10. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER? “ ocial Media Managers must focus S “ hile the roles often dovetail at points W content, traffic and engagement of (and are often confused for each the social community. Community other!) the Social Media Manager Managers also have a support/ deals solely with the online groups product awareness component- they and networks, and managing content must report bugs and issues to on those networks. The domain of the the product team and they should Community Manager is much more be the voice of communication broad reaching, and touches many between the engineers and the more facets of a company. Community users. Social Media Managers also Managers interact with product, typically do not have an in-person community members both online portion of the community, where and offline, events, internal company Community Managers may plan in communities, customer support, and person events.” content management.” KAREN SCHOELLKOPF, HARVEST/WALKABOUT NYC JULIA WILSON, BITLY 10
  • 11. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? QU EST ION 2 What Role Does Community Management Play in Marketing? 11
  • 12. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ The real power of community management is that it connects directly with the customers, bypassing standard marketing channels that are seldom more than a one-way, outbound form “ t’s parallel to marketing. I of messaging. Through this direct connection, Community Managers can provide quick, nimble data providing true insight can deep & helpful feedback from be gained that can help the company target a more powerful value proposition, essentially users/community members to the acting as product marketing (not promotional marketing team. And marketers can marketing). By continuously sustaining that give input about new initiatives to larger conversation with those who want to Community Managers. But they’re purchase products and services that fit their needs precisely and for a good value, you can not the same.” better serve them by ever-nearing an ideal CALI HARRIS, TECHSTARS business model.” CADE PETERSON, SONY COMPUTER ENTERTAINMENT AMERICA 12
  • 13. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ Community Managers are not necessarily marketing people nor should they be. You should hire a Community Manager “ arketing brings people in the door, M for their interpersonal skills and ability to clearly communicate with people in an but community makes people stay. online forum. Yes, Community Managers If the community is happy, members do leverage some marketing techniques, will naturally talk, just like how you but they should be more focused on the can’t stop talking about your new engagement with the public part of the job instead of how to position the company, boyfriend, and the outcome is word product, service. Community Managers and of mouth marketing. While the goal people in marketing should work closely of community is not marketing, it together to ensure their efforts are in can produce the most effective kind concert with one another. Marketing should of marketing if done well.” be interested in the feedback from the SARAH JUDD WELCH, LOYALCX Community Managers about what the public wants and how.” LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE 13
  • 14. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ reating an online social community C allows the brand to create their own “ ommunity Managers are the main C casual focus group, who they can tap voice to the user community. They into in and gain insights they never would in formal research. A Community are responsible for getting users to Manager also provides a voice to the understand how to use the product brand that is not speaking ad slogans, or service and get excited about new but as a human would, which makes it features and developments. Early easier to engage in a conversation with on in start-ups many Community consumers. Creating a loyal community Managers are also responsible for of people who love your brand makes the basic marketing strategies.” it easier to share brand news or JULIA WILSON, BITLY products, since you are sharing it with a group you know cares.” REB CARLSON, MKG 14
  • 15. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ arketing is about brand awareness M and lead collection. Community often seems similar because it can involve brand awareness, but the “The right execution of the primary focus of community is brand social media strategy.” AFFINITY. Make people love the SABRINA MOSSENTA, VIADEO.COM company. If we do our job, Marketing can do theirs easier.” EVAN HAMILTON, USERVOICE 15
  • 16. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ ommunity management plays a huge C role in marketing in that it makes the “ t a smaller company, Community A marketing process so much easier. At Managers may play a significant a conference last year, our marketing role in marketing, even creating all team came up to me and thanked me the ads and promoting them! Larger because by the time they spoke to companies will probably have their prospective or existing clients, they own marketing division. In this case, already loved us and were wanting it will be a close cooperation between to know more about the product. Our marketing team didn’t need to spend them and the Community Manager their time convincing the client that to ensure the message to the our team itself was something to community and media is succinct.” believe in, they already wanted to MATHEW ANDERSON, PETROGLYPH be a part of what we were doing.” SHERRIE RHODE, SWEET TOOTH 16
  • 17. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ ommunity management supports C marketing by providing platform “ here to begin?! It allows an W specific expertise, vetting organization to listen to what its content from the target audience fans want and shape programs perspective, providing engagement around their needs. If done right, it to marketing posts, managing gives brands the right to talk about ambassador/advocate programs their products because it first and and providing feedback to marketing foremost serves the needs of the about the success or opportunities brand’s customers.” for improvement.” ADAM WEITNER, EDELMAN GINA MULIC, ROGERS 17
  • 18. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ I wouldn’t say it plays a role in marketing, but it does have to work with marketing, as well as every other department in the company. Where I see community and marketing working together is in the “ ommunity management picks up C following: Marketing gets people in the where marketing leaves off. Like in a door, and it’s important that you have restaurant, marketing is the hostess a funnel that leads those new users/ customers to become active community that greets the customer and leads members. A good community will greatly them to their table, while community improve word of mouth marketing. People management serves them and really who love your product and community will makes, or breaks, their experience.” talk about it. Community can be presented TERA KRISTEN, as a valuable feature of a product when FREELANCE COMMUNITY MANAGER you’re marketing that product. Community members are often great sources for testimonials for your marketing materials.” DAVID SPINKS, FEAST 18
  • 19. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING? “ ommunity Managers focused on C marketing objectives typically spend their time highlighting, supporting and rewarding advocacy - and they typically focus on advocates who are most likely to impact brand impression or conversion. Because trust has moved from organizations to individuals, this advocacy plays an increasingly important role in marketing.” RACHEL HAPPE, THE COMMUNITY ROUNDTABLE 19
  • 20. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? QU EST ION 3 What is the Relationship Between Customer Service and Community? 20
  • 21. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ hese departments are inextricably T “ ommunity Managers are not C linked. Like a cheeseburger and support agents, but it is our job to French fries. Sure you can have one know what our community is feeling. without the other, but why would you Working with support to better want to?” understand your customers will only JENN PEDDE, 2U, INC., make your community better.” THECOMMUNITYMANAGER.COM CARTER GIBSON, USERVOICE 21
  • 22. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ It’s a lot easier to find a brand’s social accounts than it is a customer service number today. It’s also easier to express “ ften the community believes that O a complaint via Tweet and post than to sit social media is the perfect place on hold to let someone know you had a to complain but the communities bad experience. With this in mind, it’s key we build are designed not just as that Community Managers are on top of the feedback they are receiving. We’ve all a place for customer griping but seen the “bad experience at Store XYZ” also as a place to ask questions, posts that have snowballed into people connect with people of a similar commenting about their bad experiences. mindset and to share stories about Instead of shutting that thread down, help a brand that they have formed a solve the problems. Maybe training within the organization really is an issue that relationship with.” needs to be addressed. If it is, address it SHANNON HUNTER, CAPITAL C and thank the community for bringing it to your attention.” MAC SLAVIN, PROFESSIONAL BULL RIDERS 22
  • 23. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ ith so many options for social W “ For customers, the customer experience is a continuous one, not one segmented media available to our customers, into evaluation, purchase and support. their avenues for complaints and Because of that customers don’t “word-of-mouth” have been vastly typically distinguish between channels expanded. What may start off as a when they have a need even though bad customer service experience organizations have different functional can quickly turn into a PR nightmare groups to manage the different aspects as it makes its way out into the of the customer process. Communities community. Customer service and increasingly serve as the one point of contact for customers related to a community managers have to work company and community teams act together to address the customer as ombudspersons, providing a single service issues that a company may consistent experience to customers and face, and to guide the conversation shielding them from internal complexity back to a positive resolution.” while ensuring questions are answered.” MARK SHANNON, HENRY’S RACHEL HAPPE, THE COMMUNITY ROUNDTABLE 23
  • 24. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ hey are intertwined. Customers T will turn to online communities for help and advice about your product or service, I can guarantee this. Whether the community is the “official” channel for customer “They are one and the same. If support or not, how support they aren’t in your community, related posts are handled will you’re doing it wrong.” reflect directly on your brand ADAM WEITNER, EDELMAN and reputation. This can create potential for new sales as well as enhance customer retention and lower support costs, too.” PETER REDMER, MAGENIUM SOLUTIONS, LLC 24
  • 25. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ here is a direct correlation T between customer service and the community. While we may not officially play the role of customer “ rom the consumer’s perspective F service, we are often the first point there is no distinction between of contact or “middle man” for our the two even though operationally customers. Their experience with us there may be. Effective Community and how their question is handled Managers are not customer service directly influences their view on the agents but they should strive to company and brand. Customers create a situation where the two appreciate having someone local departments operate seamlessly.” to go to when most companies don’t ALASTAIR SIBLEY, KETCHUM have the resources or manpower for multiple offices.” LEILA NAJAFI, EVENTBRITE 25
  • 26. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ ommunity and customer service C “ ustomer service is a sub-set C are very closely tied together, or of community. Granted, most should be. As Jeannie Walters communities have an element of recently said, customer service customer service associated with is very reactive while customer them; however, active participation experience is proactive. I believe in a healthy community is not just this applies to community as well. getting answers to problems. It’s You should always be reaching out also about establishing an identity to your community and find out how and networking with like-minded things are going, not just waiting practitioners. Communities that focus for a problem to arise. Build that on people and relationships, will be relationship even when you don’t relevant longer to its members.” need it.” RYAN RUTAN, JIVE SOFTWARE SHERRIE ROHDE, SWEET TOOTH 26
  • 27. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ In general these teams should act as cooperating teammates for both these departments are often the first point of contact. Community often lives at the “ hey are separate but equal. T “top of the funnel” and want to be the Customer service’s primary friendly voice to invite people to interact goal is helping the customer. with our brand and add to our culture. Community compounds that with Whereas our support “ranger” colleagues servicing emergent needs with tend to deal with the more technical entertainment and engagement troubleshooting aspects of the user experience. We see our role as being about a brand or product.” more proactive/preventative in identifying MATTHEW KNELL, AOL the issues our users are having, being a support system, and directing them to the appropriate resources.” LAURA HORAK & CONNOR MEAKIN, HOOTSUITE 27
  • 28. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY? “ ou can’t have a community without Y some form of customer service. In my mind, the best Community Managers are also savvy customer service professionals.” KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL 28
  • 29. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING QU EST ION 4 Describe the Biggest Lesson You’ve Learned in Your Time in Community Building. 29
  • 30. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ he Community Manager is the T expert. You can’t fault coworkers for not knowing how to do this “ orget about what is cool and sexy. F because it just doesn’t come Do not get distracted by other flashy natural to them. They don’t get companies surrounding you. Focus it. You have to work for them as on what makes your community much as you have to work for unique and align yourself with those your community. Education makes out for your best interests.” everyone’s lives easier, especially JENNIFER LAYNE CARDON, GOGOBOT yours in the long run.” JENN PEDDE, 2U, INC & THECOMMUNITYMANAGER.COM 30
  • 31. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ indness always, always wins. K (Even though, at times, it can be “ ist up and listen up. Create a list L tough to practice kindness.) After of those that you would want to all, community is really about eventually be listed alongside with. people. And being nice makes Then listen to what they have to say for better people. And better for a few months.” community interactions.” MIKE FRAIETTA, SOCIAL EDGE CONSULTING CALI HARRIS, TECHSTARS 31
  • 32. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ uilding a community takes longer B than you’d expect. You have to talk to many many people before you establish some roots, cultivate those roots and tend the garden, as it were, before people take notice “Always take one step back and and seeds fall and grow on their think like a community member.” own. And you can never give enough JONHA REVESENCIO, LEO BURNETT SINGAPORE thanks to the early adopters and the people who continually help out. Some come and go, others stick around, and thanking them often is never out of style.” GWYNNE MONAHAN, CILO 32
  • 33. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ t’s really easy to get wrapped up I in the “busy work” online. I really “You can’t fake a successful had to practice stopping and asking community. If you don’t approach myself “how is this providing value it genuinely, it will never survive.” to my community” and if I can’t DAVID SPINKS, FEAST answer it, I shouldn’t be doing it.” JENNIFER GRAYEB, AETNA 33
  • 34. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ or the most part your worst, most F “When you assume, you make ardent trolls and detractors are an ass out of you and me. ultimately on your side; they want Always question, take the time things to be better. They just really to analyze, don’t rush in.” suck at communicating it.” BLAISE GRIMES-VIORT, EMODERATION DAVID DEWALD, TECHWELL 34
  • 35. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ on’t underestimate the value D “ ometimes you just have to bite S of over-communication! If it’s your tongue, put aside any personal important, go the extra mile to judgments or beliefs, and respond find new ways to say the same in a way that’s the best for your message, sometimes even to the community and company.” same audience.” SARA STEELE-ROGERS, EVENTBRITE RYAN RUTAN, JIVE SOFTWARE 35
  • 36. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ believe it’s important to get buy-in I from internal stakeholders around your community and social strategy. “Community ain’t easy. :) If it This is a big lesson, because if is, you’re doing it wrong.” you don’t, you’ll be pushing an EVAN HAMILTON, USERVOICE 18-wheeler uphill for a while.” JOSEPH MANNA, INFUSIONSOFT 36
  • 37. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ goal is not a vision. Be very clear A about what you’ve been hired to “ cknowledgement goes a long way. A do. And don’t be afraid to seek If you can’t immediately solve a clarification or set boundaries. Ask customer’s issue, making sure they yourself: Have you been hired to know you hear them is enough to carry out a vision or meet a goal? keep them happy. During my time as Believe it or not, those are two very a Community Manager, I have seen different jobs. You won’t always have the biggest complainers turn into the freedom to decide what the vision our biggest advocates.” is, but the ability to make a decision DONAL O’CONGHAILE, SMILEY 360 & SOCIAL MEDIA LINK about doing the job is critical.” SHEENA MEDINA, FREELANCE SOCIAL MEDIA STRATEGIST 37
  • 38. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “ Every community is different and you can’t just put out the same content to all of them. Communities need to be customized for content, language, culture, “ ou’re only one person and there Y and syntax in order to resonate with the are going to be pits and peaks. If people you are trying to engage with. a campaign doesn’t work, learn The answer to most social media policy/ from it at move on. You have to be legal questions is, it depends. It depends agile and willing to listen to what on the geographic location of the your community needs and any community, the culture of the community, the expectations of the community, and given time.” the technologies being used. This means ALEXA PLEW, EVENTBRITE most solutions are custom solutions even though the thought process is the same for most issues.” LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE 38
  • 39. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING “The biggest lesson I have learned is to always have a crisis plan in place.” EBONY HILLSMAN, THE CREATIVE PROTOCOL 39
  • 40. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? QU EST ION 5 How Do You Envision the Dream Community/Social Team Set Up at a Company? 40
  • 41. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ o be truthful, I think Eventbrite has T found the sweet spot. In addition to having a Community Manager that heads up corporate community, we “ y team and I collaborate to M have local Community Managers that delegate all the different social, focus on building brand awareness branding and engagement in individual markets. It is great to strategies. We work closely with have these satellite positions that the PR, Consumer Marketing and know the in’s and out’s of the cities. Customer Service teams too.” We can focus on what will make the ALISON HILLMAN, TRULIA most impact in each of our cities. These sub-communities then feed in to the larger Eventbrite community and everybody feels the love!” ALEXA PLEW, EVENTBRITE 41
  • 42. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ he community team has seats at T both the management table and “ n most cases, I recommend against I the product table, and the head of outsourcing a Community Manager. community has a voice in both the Someone outside the company strategic direction of the company simply can not do as good of a job as well as the product. The social as someone intimately involved with team is part of the marketing the business.” team, but has a seat in community CASSANDRA CAMPBELL, LIBERTY VILLAGE BREWING COMPANY as well.” SARAH JUDD-WELCH, LOYALCX 42
  • 43. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ Maybe it is possible for one person to “ kill sets that include strategy, S embody it all, but the dream community/ understanding of the product social team needs: analytics and lifecycle and recognition of business reporting skills, the creativity skills that comes with coming up with content, goals and how to align product some multimedia skills, big picture positioning, messaging and community ideas, and overall an understanding of development with business and how people actually use social. I think product roadmap. They should be it’s less about having a huge team, but included on new product planning, instead a small core group of people providing launch plans from inception (about two to three) who are super of product, and involved with smart. Ideally there is someone who can execute the strategy, someone sunsetting of product before there are who knows how to answer the “why” customer complaints. In my dream questions in terms of metrics, and view, community/social teams are someone who is thinking three months the core of product marketing.” ahead of everyone else.” CINDY SOLOMON, GLOBAL PRODUCT MANAGEMENT TALK REB CARLSON, MKG 43
  • 44. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ hether it’s handled by an outside W agency or in-house, whether it’s one “ ead of Community, running a H person or a whole team, the key is department just as important this: having a dedicated resource for and independent as marketing. both social media and community Community Managers focusing management. It’s a demanding on areas like forums, events, job. If you “tack on” community or etc. Content creators creating social media duties to someone great content. Social Media who already has a full plate (or Managers focusing on publishing a different area of expertise) it and interacting via social media. not only spreads that employee Support representatives handling too thin, but doesn’t allocate issues and questions.” enough resources for the often EVAN HAMILTON, USERVOICE overwhelming task that it is.” PETER REDMER, MAGENIUM SOLUTIONS, LLC. 44
  • 45. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY? “ here will be several Community T Mangers that tackle different aspects of growing the community. A Content Manager focused on “ he ideal community set up T content, a relationship builder would be a central community focused on engaging members driven team owning policies and finding out their WIIFM, a Site and processes, and acting as Developer that ensures the platform advocates and educators. Small is designed to enable sharing and and nimble, with a great reach.” meeting new members, a Social BLAISE GRIMES-VIORT, EMODERATION Media Manager that ensures the right kinds of messages from the organization is being shared with their target audience.” ESE EMERHI, IHREME CONSULTING 45
  • 46. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? QU EST ION 6 What Advice Would You Give to a Brand New Community Manager? 46
  • 47. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ ake a deep breath, and focus. T “ e wear lots of hats. One day we’re W Find your resources, talk to other planning events, and the next we’re Community Managers that have blogging. Learn how your strengths done this. Don’t reinvent the wheel. interact with each other and be You’re not alone!” prepared to feel like you have to JENN PEDDE, 2U, INC & have ADHD to succeed.” THECOMMUNITYMANAGER.COM CARTER GIBSON, USERVOICE 47
  • 48. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ on’t be afraid to experiment D with different types of content, but always remember to give “ALWAYS keep separate your communities the credit they apps for personal & deserve. Also, don’t take feedback professional twitter. ;)” personally - it’s all part of growing SHANNON HUNTER, CAPITAL C and becoming a better brand voice.” STEPH PARKER, NEIMAN 48
  • 49. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ isten. Listen to your community, L “ ou have to constantly learn and Y listen to your co-workers, listen adopt. One piece of advice I got early to management. You’ll learn a on was that if something doesn’t lot about your company and a work, try something different. Don’t lot about the community you’re fear failing, embrace it.” starting to manage.” SHERAZ BHATTI, CITELIGHTER MAC SLAVIN, PROFESSIONAL BULL RIDERS 49
  • 50. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ top worrying about how every S hour of your day should be spent, “ est. Never assume you know what T and focus on getting to know or how your community will react. the community. Schedule calls Try new things and develop those with everyone who will speak to that work and learn from the ones you. Meet with people in person that don’t.” when possible. Focus on building TIM MCDONALD, HUFFINGTON POST/AOL relationships above all else.” JENNIFER GRAYEB, AETNA 50
  • 51. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ ou’re going to fail a lot. That’s Y okay. Embrace it. Don’t be afraid of inactivity. If you don’t post “ dentify the short term goals you I anything, because you’re worried can achieve in your new role and that no one will respond, then stick to them. You’re going to be you’re guaranteed to fail. And start pulled in a lot of different directions, simple. Communities don’t happen which is ok, just make sure you over night and you don’t need a have your own set of tasks that you grand strategy to make it work. can measure yourself against.” Just start by genuinely caring and NICK CICERO, LIVEFYRE talking with one person, then two people, three, etc.” DAVID SPINKS, FEAST 51
  • 52. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ efore you invest any time in B coming up with a build road map, spend your first month engaging “Get ready to realize just and getting feedback from the how many crazies there existing community. The amount of R&D you can get from them in are out there.” that first month, will set you up for ADAM WEITNER, EDELMAN success 4-5x compared to where you started.” RYAN COX, COX CONSULTING 52
  • 53. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ e open to learning new skills: B data analysis, video editing, event “ ommunity is mix of top-down and C planning...whatever it takes to bottom-up preference. Your job is to engage, analyze and report on your align your corporate goals with your community building efforts. Take customers want in a manner that the time to learn what happens establishes balance. Make sure you in every functional area of your know how success is measured, organization, and create open lines and when in doubt, listen.” of communication with people - the RYAN RUTAN, JIVE SOFTWARE more you know about what is going on, the better you will be at your job.” KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL 53
  • 54. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER? “ o build a community, you must not T be afraid to get off the computer, go out and talk to people offline and develop genuine relationships.” CONNIE CHANG, GOGOBOT 54
  • 55. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? QU EST ION 7 What’s Your Prediction for the Future of Community Management? 55
  • 56. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “ ind yourself a professional network F “ fully expect the term “Community I for support and development. Manager” to not be *AS* prevalent Interview all company stakeholders as it is as this moment. Much (& make friends during the like how developers distinguish process). Identify key business themselves by what part they work goals. Develop a strategy to reach on or what languages they know, those goals, Get to work, Measure/ you’ll see community folks start to Analyze/Report. Tweak. (Oh, and diversify by title and have incredible learn how to juggle. ;).” skill sets in certain areas.” HILLARY BOUCHER, JENN PEDDE, 2U, INC. & THE COMMUNITY ROUNDTABLE THECOMMUNITYMANAGER.COM 56
  • 57. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “ was given this advice when I first I started and it didn’t make sense until a few months after I started, of course, hindsight is always “That when I say 20/20. But always remember, it’s “Community Manager” a marathon, not a sprint. There people say “Oh awesome!” are times when you want to be instead of “Oh, awesome... everything to everyone and you what’s that?” ;)” simply cannot. You have to prioritize CARTER GIBSON, USERVOICE your time and determine what makes sense for you and the business.” LEILA NAJAFI, EVENTBRITE 57
  • 58. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “ think the future is optimistic. I “ ommunity management will C I think the HR department of many become an important skill in corporations should embrace the sociology of the Internet. It community management the way will stop being just a marketing start ups do and adapt it. It will practice and it will be needed help driver users and keep your to organize information and to biggest fans happy. Just my guess produce knowledge that will boost (or vision).” economic growth.” SHERAZ BHATTI, CITELIGHTER GRISELDA CUEVAS, GREEN LOVESEAT 58
  • 59. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “ ommunities have existed since C “ believe that the Community I the beginning of time, and the Manager will enter the C-Suite as a core concepts that make a Chief Community Officer, or a similar community survive have always role. Since Community Managers been the same. The future will be touch everything from product to no different. What I think we’ll see customer service to marketing, in the future is more companies there are few people suited to lead placing value on community, hiring the customer experience from the senior level community experts, top down moving forward.” and starting companies with NICK CICERO, LIVEFYRE community at their core.” DAVID SPINKS, FEAST 59
  • 60. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “ ommunity management will split C into several different specialties with distinct and only vaguely “ believe that community I related skill sets. As such we’ll management will become the continue to see a diversification practice and application of customer of our job titles and companies retention, whereas marketing will will start to hire for specific continue to acquire new customers.” purposes and against specific TERA KRISTEN, COMMUNITY BUILDER needs. Eventually we will become embedded at every level of our respective businesses.” ALASTAIR SIBLEY, KETCHUM 60
  • 61. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “Either we’ll fail to differentiate “ ess centralized, more distributed. L ourselves and become a Communities live in fragments marketing lackey, or we’ll bloom and sections as much as they into a real department and help do in collections. You can create make or break brands.” community in a single interaction.” MATTHEW KNELL, AOL EVAN HAMILTON, USERVOICE 61
  • 62. A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT? “ n future I think there will be smaller I and more specialized communities, so an important Community Manager skill will be mapping all this communities, placing a brand in a strategic way and creating content appropriated to more expert users.” PAOLA SANGIOVANNI, PINTEREST ITALY 62