Nächste SlideShare
Community Management vs Social Media Management - Whats The Difference?
- Community Manager vs. Social Media Manager What‘s The Difference? #SMWCMGR
- Dan Spicer Community Lead, EMEA, Hootsuite @DanSpicer
- Agenda • Community vs. Social Media • Roles and Responsibilities • Platforms and Tools • Goals and KPIs • Recruitment / Role Skills
- ‘Community’ A social unit of any size that shares common values, behaviours and artifacts. *wikipedia
- ‘Social Media’ The social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. *wikipedia
- ObjeScotiv we Sheytt inagr e we having this conversation? 50% Growth in ‘Social Media Manager’ roles slowed in the last year 13x as many jobs that involve the use of social media
- Who do we need? Social Media Manager Community ? Manager
- ObjeScotiv, ew Shetatint’gs The Difference…. RESPONSIBILITIES? TOOLS? KPIS?
- Community Management Responsibilities
- Community Management Responsibilities Relationships Building relationships with key members of the community, nurturing customers and developing engagement strategies Being an internal advocate for the customer. Making the brand personal and accessible to customers Enforcing guidelines, policies and governance + managing public and private platforms Delivering insights about your customer and reporting on the successes of the community Advocacy Personable Moderation Insights
- Obj1ect ive Setting
- ObjeMctoived Seertatintge Moderation 2
- Moderation 2
- Insights 3 and Internal Advocacy
- Brand Ambassadors
- Brand Ambassadors 200+ Hootups in 62 countries 600+ Ambassadors in 29 countries Supporting initiatives in 15+ languages
- ObjeScotivcei aSle tMtineg dia Management Responsibilities
- ObjeScotivcei aSle tMtineg dia Management Responsibilities Strategy Alignment of social media strategies throughout different departments within the company Assessing the effectiveness of social media activities Taking social data and turning it into actionable data Curating and creating content for social platforms taking into consideration platform nuisances Maintaining the security of social media accounts Results Data Content Security
- How can social media help you accomplish business goals? 1
- What’s being said about your brand? Who is saying it? Where are they saying it? 2
- Curating 3 and creating content
- 85% of consumers say they will change their shopping behavior in response to social media content
- Platforms and Tools – Community Management COMMUNITY MANAGER Platforms • Lithim, GetSatisfaction • Vbulletin • Dropal, Joomla • Yammer, Jive • Facebook, LinkedIn, G+ • Social CRM • Forums • Message Boards • Enterprise Social Platforms • Social networks • Custom Developed Examples Considerations: - Features and functionality i.e. grouping, private messaging, - Game dynamics i.e. categorisation, badging, rewards etc. - Responsive platform? Mobile functionality.
- Platforms and Tools – Social Media Management SOCIAL MEDIA MANAGER Platforms • Facebook, Twitter, LinkedIn • Youtube, Vimeo • Medium, Tumblr, Blogger • Quora, Yahoo Answers • Wikipedia • Social Networks • Video Networks • Blogs / Microblogs • Q&A Platforms • Wikis Examples Considerations?
- What Do They Measure
- Community Goals and KPIs 80% It costs 80% less to retain a customer than acquire one 95% Increasing retention rate by 5% can increase profiles by 95% over long-term* *Harvard Business Study ** MSI Study 25% Increased engagement on community sites can result in 25% increase in revenue**
- Key Performance Indicators: § Engagement (hard metrics) § # of relationships (size of community) § # of sign ups § # of active members vs. lurkers § Customer retention / churn rates Community Goals and KPIs Pre During Post
- Social Media Goals and KPIs of businesses will Lose market position 1/4 *Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
- Key Performance Indicators: § Engagement (likes, comments, RTs, shares) § Audience size and growth § Click-throughs § Conversions (direct and assisted) § Share of Voice / # of mentions § % Reduced costs Social Media Goals and KPIs Owned Earned Shared
- So What About Hiring For The Position?
- ObjeTchtivee CSeottmingm unity Manager Skills • Communication • Align with brand personality & culture • Understanding of human behaviour and motivations • Relationship building • Conflict resolution • Project management • Technical Attributes • People person • Empathy • Self-awareness • Adaptability • Good judgment • Ethusiam
- ObjeTchtivee SSeottciniag l Media Manager Skills • Communication • Listening • Creativity • Statistical analysis • Public speaking • Comfort with technology • Understanding of social convergence – owned, paid, earned Attributes • Passion • Resourcefulness • Conversational • Operates with a sense of urgency • Seeks Input • A Thick Skin
- Thank You! Dan Spicer, EMEA Community Lead, Hootsuite @DanSpicer @Hootsuite_UK http://blog.hootsuite.com
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