RECORDED SESSION LINK: https://www.youtube.com/watch?v=LALQ0_FPAWg The 'Social Media Manager' and the 'Community Manager' are distinct positions within an organisation, titles which are often used interchangeably with no real understanding to the individual roles and responsibilities of each. Yes there are over-lapping duties however it is a common misconception that there are more similarities than there are differences. In this Social Media Week session we will look to uncover and explain these differences - what does community infer as opposed to social media, how does this relate to your respective audiences, how do these align with your business objectives and what the tools available in ones armoury to drive towards these objectives. Social strategy, content production and distribution, customer engagement, community development, analytics and ROI - who is best suited to deliver these? During the hour we'll take a look at: - A brief history of the community manager and social media manager - The responsibilities of each role - The different types of business outcomes - What to look for when hiring

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

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

10. ObjeScotiv, ew Shetatint’gs The Difference….
RESPONSIBILITIES? TOOLS? KPIS?

11. Community Management Responsibilities

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

13. Obj1ect ive Setting

14. ObjeMctoived Seertatintge Moderation 2

15. Moderation 2

16. Insights 3 and Internal Advocacy

17. Brand Ambassadors

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?

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