SlideShare ist ein Scribd-Unternehmen logo
1 von 36
Downloaden Sie, um offline zu lesen
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

Weitere ähnliche Inhalte

Was ist angesagt?

Introduction to Social Media Strategy
Introduction to Social Media StrategyIntroduction to Social Media Strategy
Introduction to Social Media StrategyMohammad Hijazi
 
Account and Media Planning
Account and Media PlanningAccount and Media Planning
Account and Media PlanningEliza Lochner
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media StrategyBrian Huonker
 
The content strategy roadmap
The content strategy roadmapThe content strategy roadmap
The content strategy roadmaparchana jhangiani
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
Social Media 101: Understanding Social Media Channels, Demographics, and Usage
Social Media 101: Understanding Social Media Channels, Demographics, and UsageSocial Media 101: Understanding Social Media Channels, Demographics, and Usage
Social Media 101: Understanding Social Media Channels, Demographics, and UsageDebra Askanase
 
A Roadmap to Building Online Community
A Roadmap to Building Online CommunityA Roadmap to Building Online Community
A Roadmap to Building Online CommunityLeader Networks
 
How to Build a Social Media Strategy... And Why!
How to Build a Social Media Strategy... And Why!How to Build a Social Media Strategy... And Why!
How to Build a Social Media Strategy... And Why!AJ Gerritson
 
Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Falcon.io
 
Airbnb Social Media Strategy
Airbnb Social Media StrategyAirbnb Social Media Strategy
Airbnb Social Media StrategyMaria Vargas
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?Julian Cole
 
Creating A Social Media Marketing Plan
Creating A Social Media Marketing PlanCreating A Social Media Marketing Plan
Creating A Social Media Marketing PlanCory Williamson
 
7 Traits of Highly Effective Community Managers
7 Traits of Highly Effective Community Managers7 Traits of Highly Effective Community Managers
7 Traits of Highly Effective Community ManagersDNN
 
Social Media 101
Social Media 101Social Media 101
Social Media 101Kemal Brown
 
What's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioWhat's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioOgilvy Consulting
 
Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023Arik Hanson
 

Was ist angesagt? (20)

Introduction to Social Media Strategy
Introduction to Social Media StrategyIntroduction to Social Media Strategy
Introduction to Social Media Strategy
 
Social media strategy
 Social media strategy  Social media strategy
Social media strategy
 
Account and Media Planning
Account and Media PlanningAccount and Media Planning
Account and Media Planning
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media Strategy
 
The content strategy roadmap
The content strategy roadmapThe content strategy roadmap
The content strategy roadmap
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Social Media 101: Understanding Social Media Channels, Demographics, and Usage
Social Media 101: Understanding Social Media Channels, Demographics, and UsageSocial Media 101: Understanding Social Media Channels, Demographics, and Usage
Social Media 101: Understanding Social Media Channels, Demographics, and Usage
 
Healthcare SEO
Healthcare SEOHealthcare SEO
Healthcare SEO
 
A Roadmap to Building Online Community
A Roadmap to Building Online CommunityA Roadmap to Building Online Community
A Roadmap to Building Online Community
 
How to Build a Social Media Strategy... And Why!
How to Build a Social Media Strategy... And Why!How to Build a Social Media Strategy... And Why!
How to Build a Social Media Strategy... And Why!
 
Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022Keeping Up With Social Media Algorithms 2022
Keeping Up With Social Media Algorithms 2022
 
Airbnb Social Media Strategy
Airbnb Social Media StrategyAirbnb Social Media Strategy
Airbnb Social Media Strategy
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?
 
Creating A Social Media Marketing Plan
Creating A Social Media Marketing PlanCreating A Social Media Marketing Plan
Creating A Social Media Marketing Plan
 
7 Traits of Highly Effective Community Managers
7 Traits of Highly Effective Community Managers7 Traits of Highly Effective Community Managers
7 Traits of Highly Effective Community Managers
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 
Social Media Content Strategy
Social Media Content StrategySocial Media Content Strategy
Social Media Content Strategy
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
What's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioWhat's Next: The Holistic Content Studio
What's Next: The Holistic Content Studio
 
Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023Social Media Marketing Trends to Follow in 2023
Social Media Marketing Trends to Follow in 2023
 

Andere mochten auch

Community Management Playbook
Community Management PlaybookCommunity Management Playbook
Community Management PlaybookYammer
 
Go Big on Community Management!
Go Big on Community Management!Go Big on Community Management!
Go Big on Community Management!Gary Vaynerchuk
 
How to Manage Communities on Social Media
How to Manage Communities on Social MediaHow to Manage Communities on Social Media
How to Manage Communities on Social MediaJosie Khng
 
Hiring Right! Social Media vs. Community Manager
Hiring Right! Social Media vs. Community ManagerHiring Right! Social Media vs. Community Manager
Hiring Right! Social Media vs. Community ManagerNikoletta Vecsei Harrold
 
Yhteisömanageri työpaja yliopistoviestijät
Yhteisömanageri työpaja yliopistoviestijätYhteisömanageri työpaja yliopistoviestijät
Yhteisömanageri työpaja yliopistoviestijätJohanna Janhonen
 
A Collection Of Community Management Advice
A Collection Of Community Management AdviceA Collection Of Community Management Advice
A Collection Of Community Management AdviceMarketwired
 
Community management, social media week Glasgow 2012 - Emma Ramsay
Community management, social media week Glasgow 2012 - Emma RamsayCommunity management, social media week Glasgow 2012 - Emma Ramsay
Community management, social media week Glasgow 2012 - Emma RamsayEmma Ramsay
 
Social Media Care-Community Management Guidelines
Social Media Care-Community Management GuidelinesSocial Media Care-Community Management Guidelines
Social Media Care-Community Management GuidelinesWayne Njaaga
 
Social Media & Community MGMT (for Startups)
Social Media & Community MGMT (for Startups)Social Media & Community MGMT (for Startups)
Social Media & Community MGMT (for Startups)Amazee Labs
 
Social Media Audience and Community Engagement
Social Media Audience and Community EngagementSocial Media Audience and Community Engagement
Social Media Audience and Community EngagementMelissaFach
 
MáSter Ejecutivo En Social Media Manager
MáSter Ejecutivo En Social Media ManagerMáSter Ejecutivo En Social Media Manager
MáSter Ejecutivo En Social Media Managervmcalderon
 
Como ser SEO profesionalmente
Como ser SEO profesionalmenteComo ser SEO profesionalmente
Como ser SEO profesionalmenteSeñor Muñoz
 
Nuevas profesiones "El Community Manager" & Social Media
Nuevas profesiones "El Community Manager" & Social MediaNuevas profesiones "El Community Manager" & Social Media
Nuevas profesiones "El Community Manager" & Social MediaFabian Albornoz
 
Máster en Community Manager & Social Media Marketing
Máster en Community Manager & Social Media MarketingMáster en Community Manager & Social Media Marketing
Máster en Community Manager & Social Media MarketingVictor Madueño Calderón
 
Manual de Introducción al Social Media #SocialAst #Asturias
Manual de Introducción al Social Media #SocialAst #AsturiasManual de Introducción al Social Media #SocialAst #Asturias
Manual de Introducción al Social Media #SocialAst #AsturiasRicardo Llera
 
Curso online en community manager & social media marketing
Curso online en community manager & social media marketingCurso online en community manager & social media marketing
Curso online en community manager & social media marketingVictor Madueño Calderón
 
MáSter Online Ejecutivo En Social Media Manager
MáSter Online Ejecutivo En Social Media ManagerMáSter Online Ejecutivo En Social Media Manager
MáSter Online Ejecutivo En Social Media Managervmcalderon
 
¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?
¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?
¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?Ricardo Llera
 
Social Media. Redes sociales. Community Manager. Social Media y sus funciones
Social Media. Redes sociales. Community Manager. Social Media y sus funcionesSocial Media. Redes sociales. Community Manager. Social Media y sus funciones
Social Media. Redes sociales. Community Manager. Social Media y sus funcionesMercalaspalmas, S. A.
 

Andere mochten auch (20)

Community Management Playbook
Community Management PlaybookCommunity Management Playbook
Community Management Playbook
 
Go Big on Community Management!
Go Big on Community Management!Go Big on Community Management!
Go Big on Community Management!
 
How to Manage Communities on Social Media
How to Manage Communities on Social MediaHow to Manage Communities on Social Media
How to Manage Communities on Social Media
 
Hiring Right! Social Media vs. Community Manager
Hiring Right! Social Media vs. Community ManagerHiring Right! Social Media vs. Community Manager
Hiring Right! Social Media vs. Community Manager
 
Yhteisömanageri työpaja yliopistoviestijät
Yhteisömanageri työpaja yliopistoviestijätYhteisömanageri työpaja yliopistoviestijät
Yhteisömanageri työpaja yliopistoviestijät
 
A Collection Of Community Management Advice
A Collection Of Community Management AdviceA Collection Of Community Management Advice
A Collection Of Community Management Advice
 
Community management, social media week Glasgow 2012 - Emma Ramsay
Community management, social media week Glasgow 2012 - Emma RamsayCommunity management, social media week Glasgow 2012 - Emma Ramsay
Community management, social media week Glasgow 2012 - Emma Ramsay
 
Social Media Care-Community Management Guidelines
Social Media Care-Community Management GuidelinesSocial Media Care-Community Management Guidelines
Social Media Care-Community Management Guidelines
 
Social Media & Community MGMT (for Startups)
Social Media & Community MGMT (for Startups)Social Media & Community MGMT (for Startups)
Social Media & Community MGMT (for Startups)
 
Social Media Audience and Community Engagement
Social Media Audience and Community EngagementSocial Media Audience and Community Engagement
Social Media Audience and Community Engagement
 
Manual rápido social media
Manual rápido social mediaManual rápido social media
Manual rápido social media
 
MáSter Ejecutivo En Social Media Manager
MáSter Ejecutivo En Social Media ManagerMáSter Ejecutivo En Social Media Manager
MáSter Ejecutivo En Social Media Manager
 
Como ser SEO profesionalmente
Como ser SEO profesionalmenteComo ser SEO profesionalmente
Como ser SEO profesionalmente
 
Nuevas profesiones "El Community Manager" & Social Media
Nuevas profesiones "El Community Manager" & Social MediaNuevas profesiones "El Community Manager" & Social Media
Nuevas profesiones "El Community Manager" & Social Media
 
Máster en Community Manager & Social Media Marketing
Máster en Community Manager & Social Media MarketingMáster en Community Manager & Social Media Marketing
Máster en Community Manager & Social Media Marketing
 
Manual de Introducción al Social Media #SocialAst #Asturias
Manual de Introducción al Social Media #SocialAst #AsturiasManual de Introducción al Social Media #SocialAst #Asturias
Manual de Introducción al Social Media #SocialAst #Asturias
 
Curso online en community manager & social media marketing
Curso online en community manager & social media marketingCurso online en community manager & social media marketing
Curso online en community manager & social media marketing
 
MáSter Online Ejecutivo En Social Media Manager
MáSter Online Ejecutivo En Social Media ManagerMáSter Online Ejecutivo En Social Media Manager
MáSter Online Ejecutivo En Social Media Manager
 
¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?
¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?
¿Cuánto Tiempo Debe Dedicar Mi Organización A La Gestión De Las Redes Sociales?
 
Social Media. Redes sociales. Community Manager. Social Media y sus funciones
Social Media. Redes sociales. Community Manager. Social Media y sus funcionesSocial Media. Redes sociales. Community Manager. Social Media y sus funciones
Social Media. Redes sociales. Community Manager. Social Media y sus funciones
 

Ähnlich wie Community Management vs Social Media Management - Whats The Difference?

Community Managers versus Social Media Managers
Community Managers versus Social Media ManagersCommunity Managers versus Social Media Managers
Community Managers versus Social Media ManagersIdea to IPO
 
Strathclyde MBA Social Media Class, Bahrain August 2012
Strathclyde MBA Social Media Class, Bahrain August 2012Strathclyde MBA Social Media Class, Bahrain August 2012
Strathclyde MBA Social Media Class, Bahrain August 2012Hamill Associates Ltd
 
SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012
SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012
SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012Hamill Associates Ltd
 
The Secret to Digital Strategy Success
The Secret to Digital Strategy SuccessThe Secret to Digital Strategy Success
The Secret to Digital Strategy SuccessIAB Canada
 
Social media presentation
Social media presentationSocial media presentation
Social media presentationJulie Dennehy
 
Barnes Overview
Barnes OverviewBarnes Overview
Barnes OverviewAmy Barnes
 
Measuring social media impact across every channel
Measuring social media impact across every channelMeasuring social media impact across every channel
Measuring social media impact across every channelEvgeny Tsarkov
 
Media Redefined Corporate Profile
Media Redefined Corporate ProfileMedia Redefined Corporate Profile
Media Redefined Corporate ProfileMedia Redefined
 
Social Media Intelligence
Social Media IntelligenceSocial Media Intelligence
Social Media IntelligenceDebbie King
 
KINSHIP Social Media Command Center
KINSHIP Social Media Command CenterKINSHIP Social Media Command Center
KINSHIP Social Media Command CenterKINSHIP digital
 
Social Roles in the Enterprise - PRSA CenTex
Social Roles in the Enterprise - PRSA CenTexSocial Roles in the Enterprise - PRSA CenTex
Social Roles in the Enterprise - PRSA CenTexAmy Tennison
 
Building a B2B Social Media Strategy: How Businesses Can Stay Relevant
Building a B2B Social Media Strategy: How Businesses Can Stay RelevantBuilding a B2B Social Media Strategy: How Businesses Can Stay Relevant
Building a B2B Social Media Strategy: How Businesses Can Stay RelevantKate Hamilton
 
IFC Asia Master Class
IFC Asia Master ClassIFC Asia Master Class
IFC Asia Master ClassBeth Kanter
 
Crowdfunding for Beginners
Crowdfunding for BeginnersCrowdfunding for Beginners
Crowdfunding for BeginnersBeth Kanter
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, AdobeLinkedIn
 
Social Media for CEOs
Social Media for CEOsSocial Media for CEOs
Social Media for CEOsPR 20/20
 
Webtrends/Hootsuite Webinar - Scaling Social
Webtrends/Hootsuite Webinar - Scaling SocialWebtrends/Hootsuite Webinar - Scaling Social
Webtrends/Hootsuite Webinar - Scaling SocialMichael Ricci
 
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringBunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringKINSHIP digital
 

Ähnlich wie Community Management vs Social Media Management - Whats The Difference? (20)

Community Managers versus Social Media Managers
Community Managers versus Social Media ManagersCommunity Managers versus Social Media Managers
Community Managers versus Social Media Managers
 
Smwcmgrv01 140922174619-phpapp01
Smwcmgrv01 140922174619-phpapp01Smwcmgrv01 140922174619-phpapp01
Smwcmgrv01 140922174619-phpapp01
 
HABILIDADES DEL COMMUNITY MANAGER
HABILIDADES DEL COMMUNITY MANAGERHABILIDADES DEL COMMUNITY MANAGER
HABILIDADES DEL COMMUNITY MANAGER
 
Strathclyde MBA Social Media Class, Bahrain August 2012
Strathclyde MBA Social Media Class, Bahrain August 2012Strathclyde MBA Social Media Class, Bahrain August 2012
Strathclyde MBA Social Media Class, Bahrain August 2012
 
SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012
SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012
SBS MBA/MBM Class, Social Media: Strategy and Management, May 2012
 
The Secret to Digital Strategy Success
The Secret to Digital Strategy SuccessThe Secret to Digital Strategy Success
The Secret to Digital Strategy Success
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
Barnes Overview
Barnes OverviewBarnes Overview
Barnes Overview
 
Measuring social media impact across every channel
Measuring social media impact across every channelMeasuring social media impact across every channel
Measuring social media impact across every channel
 
Media Redefined Corporate Profile
Media Redefined Corporate ProfileMedia Redefined Corporate Profile
Media Redefined Corporate Profile
 
Social Media Intelligence
Social Media IntelligenceSocial Media Intelligence
Social Media Intelligence
 
KINSHIP Social Media Command Center
KINSHIP Social Media Command CenterKINSHIP Social Media Command Center
KINSHIP Social Media Command Center
 
Social Roles in the Enterprise - PRSA CenTex
Social Roles in the Enterprise - PRSA CenTexSocial Roles in the Enterprise - PRSA CenTex
Social Roles in the Enterprise - PRSA CenTex
 
Building a B2B Social Media Strategy: How Businesses Can Stay Relevant
Building a B2B Social Media Strategy: How Businesses Can Stay RelevantBuilding a B2B Social Media Strategy: How Businesses Can Stay Relevant
Building a B2B Social Media Strategy: How Businesses Can Stay Relevant
 
IFC Asia Master Class
IFC Asia Master ClassIFC Asia Master Class
IFC Asia Master Class
 
Crowdfunding for Beginners
Crowdfunding for BeginnersCrowdfunding for Beginners
Crowdfunding for Beginners
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Social Media for CEOs
Social Media for CEOsSocial Media for CEOs
Social Media for CEOs
 
Webtrends/Hootsuite Webinar - Scaling Social
Webtrends/Hootsuite Webinar - Scaling SocialWebtrends/Hootsuite Webinar - Scaling Social
Webtrends/Hootsuite Webinar - Scaling Social
 
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media MonitoringBunnings Big Social Data Analysis [Aug 2011] Media Monitoring
Bunnings Big Social Data Analysis [Aug 2011] Media Monitoring
 

Kürzlich hochgeladen

THE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECT
THE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECTTHE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECT
THE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECT17mos052
 
Amplify Your Brand with Our Tailored Social Media Marketing Services
Amplify Your Brand with Our Tailored Social Media Marketing ServicesAmplify Your Brand with Our Tailored Social Media Marketing Services
Amplify Your Brand with Our Tailored Social Media Marketing ServicesNetqom Solutions
 
Top 5 Ways To Use Reddit for SEO SEO Expert in USA - Macaw Digital
Top 5 Ways To Use Reddit for SEO  SEO Expert in USA - Macaw DigitalTop 5 Ways To Use Reddit for SEO  SEO Expert in USA - Macaw Digital
Top 5 Ways To Use Reddit for SEO SEO Expert in USA - Macaw Digitalmacawdigitalseo2023
 
Dubai Calls Girls Busty Babes O525547819 Call Girls In Dubai
Dubai Calls Girls Busty Babes O525547819 Call Girls In DubaiDubai Calls Girls Busty Babes O525547819 Call Girls In Dubai
Dubai Calls Girls Busty Babes O525547819 Call Girls In Dubaikojalkojal131
 
Values Newsletter teamwork section 2023.pdf
Values Newsletter teamwork section 2023.pdfValues Newsletter teamwork section 2023.pdf
Values Newsletter teamwork section 2023.pdfSoftServe HRM
 
Unveiling SOCIO COSMOS: Where Socializing Meets the Stars
Unveiling SOCIO COSMOS: Where Socializing Meets the StarsUnveiling SOCIO COSMOS: Where Socializing Meets the Stars
Unveiling SOCIO COSMOS: Where Socializing Meets the StarsSocioCosmos
 
The--Fraud: Netflix Original Media Pitch
The--Fraud: Netflix Original Media PitchThe--Fraud: Netflix Original Media Pitch
The--Fraud: Netflix Original Media Pitch17mos052
 
INDIGENOUS GODS AND INDIGENOUS GODDESSES.pdf
INDIGENOUS GODS AND INDIGENOUS GODDESSES.pdfINDIGENOUS GODS AND INDIGENOUS GODDESSES.pdf
INDIGENOUS GODS AND INDIGENOUS GODDESSES.pdfcarlos784vt
 
Top 10 Ways to Know If a Song on social media
Top 10 Ways to Know If a Song on social mediaTop 10 Ways to Know If a Song on social media
Top 10 Ways to Know If a Song on social mediae-Definers Technology
 

Kürzlich hochgeladen (9)

THE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECT
THE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECTTHE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECT
THE FRAUD NETFLIX ORIGINAL MEDIA PITCH PROJECT
 
Amplify Your Brand with Our Tailored Social Media Marketing Services
Amplify Your Brand with Our Tailored Social Media Marketing ServicesAmplify Your Brand with Our Tailored Social Media Marketing Services
Amplify Your Brand with Our Tailored Social Media Marketing Services
 
Top 5 Ways To Use Reddit for SEO SEO Expert in USA - Macaw Digital
Top 5 Ways To Use Reddit for SEO  SEO Expert in USA - Macaw DigitalTop 5 Ways To Use Reddit for SEO  SEO Expert in USA - Macaw Digital
Top 5 Ways To Use Reddit for SEO SEO Expert in USA - Macaw Digital
 
Dubai Calls Girls Busty Babes O525547819 Call Girls In Dubai
Dubai Calls Girls Busty Babes O525547819 Call Girls In DubaiDubai Calls Girls Busty Babes O525547819 Call Girls In Dubai
Dubai Calls Girls Busty Babes O525547819 Call Girls In Dubai
 
Values Newsletter teamwork section 2023.pdf
Values Newsletter teamwork section 2023.pdfValues Newsletter teamwork section 2023.pdf
Values Newsletter teamwork section 2023.pdf
 
Unveiling SOCIO COSMOS: Where Socializing Meets the Stars
Unveiling SOCIO COSMOS: Where Socializing Meets the StarsUnveiling SOCIO COSMOS: Where Socializing Meets the Stars
Unveiling SOCIO COSMOS: Where Socializing Meets the Stars
 
The--Fraud: Netflix Original Media Pitch
The--Fraud: Netflix Original Media PitchThe--Fraud: Netflix Original Media Pitch
The--Fraud: Netflix Original Media Pitch
 
INDIGENOUS GODS AND INDIGENOUS GODDESSES.pdf
INDIGENOUS GODS AND INDIGENOUS GODDESSES.pdfINDIGENOUS GODS AND INDIGENOUS GODDESSES.pdf
INDIGENOUS GODS AND INDIGENOUS GODDESSES.pdf
 
Top 10 Ways to Know If a Song on social media
Top 10 Ways to Know If a Song on social mediaTop 10 Ways to Know If a Song on social media
Top 10 Ways to Know If a Song on social media
 

Community Management vs Social Media Management - Whats The Difference?

  • 1. Community Manager vs. Social Media Manager What‘s The Difference? #SMWCMGR
  • 2. Dan Spicer Community Lead, EMEA, Hootsuite @DanSpicer
  • 3. Agenda • Community vs. Social Media • Roles and Responsibilities • Platforms and Tools • Goals and KPIs • Recruitment / Role Skills
  • 4. ‘Community’ A social unit of any size that shares common values, behaviours and artifacts. *wikipedia
  • 5. ‘Social Media’ The social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. *wikipedia
  • 6.
  • 7. 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
  • 8. Who do we need? Social Media Manager Community ? Manager
  • 9.
  • 10. ObjeScotiv, ew Shetatint’gs The Difference…. RESPONSIBILITIES? TOOLS? KPIS?
  • 12. 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
  • 16. Insights 3 and Internal Advocacy
  • 18. Brand Ambassadors 200+ Hootups in 62 countries 600+ Ambassadors in 29 countries Supporting initiatives in 15+ languages
  • 19. ObjeScotivcei aSle tMtineg dia Management Responsibilities
  • 20. 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
  • 21. How can social media help you accomplish business goals? 1
  • 22. What’s being said about your brand? Who is saying it? Where are they saying it? 2
  • 23. Curating 3 and creating content
  • 24. 85% of consumers say they will change their shopping behavior in response to social media content
  • 25. 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.
  • 26. 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?
  • 27.
  • 28. What Do They Measure
  • 29. 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**
  • 30. 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
  • 31. 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.
  • 32. 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
  • 33. So What About Hiring For The Position?
  • 34. 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
  • 35. 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
  • 36. Thank You! Dan Spicer, EMEA Community Lead, Hootsuite @DanSpicer @Hootsuite_UK http://blog.hootsuite.com