The job of the Community Manager has evolved to a more senior role…one that demands a specific set of professional skills.
For more insight into the rebranding of the Community Manager, click here: http://bit.ly/CMGRevolution
2. The Evolution of the
Community Manager
2009 2010 2011 2012 2013
“Looking for a “Hottest Job in “The concept of “Community “Community
Second Career? Marketing Might community management…h managers are the
Consider Being a Just be the management has as become most powerful
Community Community become a hot increasingly group online”
Manager.” Manager.” topic in the last important in the
year, driven by rise of social
more media.”
mainstream
interest.”
2
3. Community Managers
are on the front lines
More than 50% of Twitter Social interaction with Brand communities are
users expect brands to customers is directly growing in importance and
respond within 2 hours. impacting marketing having greater impact on
efficiency. bottom line measures.
A single negative post
impacts consumer 74% of consumers rely on Nearly 300 corporate
decision-making as much social networks to guide brands have more than
as five positive posts. purchase decisions. 1 million fans.
Sources: http://blogs.hbr.org/cs/2012/12/turn_customer_care_into_social.html
http://sproutsocial.com/insights/2011/11/social-networks-influence-buying-decisions/
http://fanpagelist.com/category/corporate_brands
3
4. The job of the community manager
has evolved to a more senior
role…one that demands a specific set
of professional skills.
Introducing: the Community Director.
5. 7 Skills of a
Community Director
Orchestra conductor of a „symphony of
content‟
Relationship manager
Brand voice expert
Crisis radar technician
Content & advertising targeting expert
Fan segmentation specialist
Performance analyst
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6. Orchestra Conductor
of Content
The Community Director They know how to tap into They also know how to
knows how to produce live, content creators for rich navigate internal halls of
responsive content. But “peak content” like videos, legal and public affairs to
rather than being the single apps and webisodes that swiftly produce timely, highly
source for content creation, pull in a wide range of relevant, often witty
they know how to inspire valuable customer responses to trending
and mobilize across the interaction. memes.
enterprise to work with
various content creators.
7. Oreo
Oreo‟s brilliant, real-time
response to the Super Bowl
blackout – “you can still
dunk in the dark” –caught
fire and garnered more than
13K retweets…all due to a
“mission control” set up to
enable rapid collaboration,
content creation and
seamless execution.
8. Relationship Manager
The Community Director They know when they are The Community Director
manages the direct having service problems. understands how to move
relationships with They must relate to a broad an enraged customer to a
thousands, sometimes range of fans and never happily engaged one
millions of customers. They lose their compassion or through direct, speedy
know when these folks are their cool. customer service.
enjoying the brand.
9. Zappos
The renowned company
culture and “customer first”
mentality is infused in all
social content and
communities, as they leverage
Pinterest for social shopping
and Twitter for first-class
customer service – securing
the brand a spot as an
industry leader.
10. Brand Voice Expert
The Community Director is They agonize over defining They understand how the
the living embodiment of the it clearly so that all who brand voice informs their
brand voice. manage the brand publically content marketing strategy
will stay true to how the and how their content allows
brand talks, looks and that brand persona to shine
behaves. through and through.
11. Old Spice
Old Spice took its
playfulness to the next level
by engaging creatively with
other brands, like Taco Bell,
and celebrities, like Alyssa
Milano via tweets and video
responses.
12. Crisis Radar
Technician
While every brand Brand‟s Facebook pages The Community Director
ostensibly has a crisis plan and Twitter handles have must anticipate the worst,
in place and regularly trains become a magnet for issues but never over react.
its people to prevent major and concerns. Which ones
crises, the Community will become actual crises?
Director has their ear to the This person not only detects
ground and can detect all possible issues but also
whispers before anyone evaluates how they evolve
else in the organization. over time.
13. BP
Having learned a lot about
communicating with the public
around crisis-level issues, BP
recently used its Facebook
page to help coordinate
Hurricane Sandy-related
recovery efforts with the
Salvation Army in the New
Jersey and New York area.
14. Content + Targeting
Advertising Expert
Staying on top of the latest As the tools inside social
developments from the top networks like Facebook
platforms and API partners, become more sophisticated,
the Community Director the Community Director
works tirelessly to play a serves as an expert at
key role in segmentation complex targeting of content
strategy and to know which and advertising stories.
types of content resonate
with each set.
15. Tide
P&G‟s Tide brand took
advantage of Facebook‟s
Premium ads to target its
fans and friends of its fans
to draw attention to its role
in cleaning up after a
NASCAR racetrack fire. The
brand leveraged Facebook‟s
Reach Generator to ask
fans to create a caption for
a photo of the clean up.
16. Fan Segmentation
Specialist
Communities form around New tools like Facebook‟s The Community Director
affinities – passions and CAT tool allow for a much must use that data to attract
interests that bring people deeper and more refined the right fans, deliver the
together. The Community look at brands‟ fan bases. right content to important
Director knows which affinity segments and grow
people matter to the their use of social data to
business, and how to use make a richer community
the right tools to find and experience for fan and
attract the right fans. brand.
17. British Airways
British Airways knew it
needed to engage US and
UK in different ways, and
strategically used targeted
tweets and the
#HomeAdvantage hashtag
to encourage British
residents to stay in the
country for last summer‟s
London Games.
18. Performance Analyst
The Community Director How much conversation did They know how to distill true
listens, sets benchmarks on we generate? Are we KPIs from the litany of data
conversation engagement getting more people talking that everyone can measure
with content, sentiment, and positively about our and report. They are
other important metrics to products and services? discrete and thoughtful as to
measure the effectiveness These are some of the what they report against.
of any marketing campaign. fundamental questions the They have a strong POV
Community Director can about which measurements
answer. matter to the business
goals.
19. Ford Explorer
When Ford Motor Company
chose to use Facebook to
reveal the 2011 Explorer, it
knew that sales impact was
the KPI to track in order to
show that more “likes” drove
more sales. The launch
generated 3,500 pre-orders
for the vehicle five months
before it even became
available.
20. Connect with us
Rachel Caggiano Ashley Hurst
Senior Vice President | Social@Ogilvy Account Director | Social@Ogilvy
Email: rachel.caggiano@ogilvy.com Email: ashley.hurst@ogilvy.com
Twitter: @rcaggiano Twitter: @ashleyshurst
Linkedin: linkedin.com/rachelkennedycaggiano Linkedin: linkedin.com/ashleyshurst
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Notas do Editor
Social media has taught the world to tweet their troubles with brands, and conditioned them to get immediate feedback.Consumer Expectation: the Facebook community is an important outlet for customer care (social care), the community is all about getting greater ROI & marketing impact, B2B relationships are increasingly built via social communityAlt Description: We have taught the world to tweet about their troubles with brands. We must acknowledge that customer care via social channels is equally a marketing function – where we want to do everything possible to reduce the number of complaints and, ultimately, increase positive word of mouth. As new customers search for product or service information, they will find the good and the bad. Social Care, where brands listen to their customers and respond on the social channels they prefer, can not only solve problems and redeem reputation, it can show the world that brands “get it” and know how to walk the walk of “customer-first” behavior.
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
On April 20, 2010, a fiery explosion ripped through the Deepwater Horizon oil rig located 50 miles off the Louisiana shoreline. Eleven people were killed, 17 others were injured and millions of gallons of oil were spilled into the Gulf of Mexico resulting in one of the worst environmental disasters ever encountered in the US. The oil flowed into the Gulf for 86 days, causing extensive damage to marine and wildlife habitats and crippling the Gulf tourism and fishing industries.Initially, BP was regarded as downplaying the incident. In early May, CEO Tony Hayward said "the Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume.”In late May, Greenpeace activists in London scaled BP’s headquarters in St. James’ Square unfurling banners calling them ‘britishpolluters’and launched a widespread logo defacing contest. Across the country, thousands of people participated in protests at local BP gas stations. By late June, a “Boycott BP”Facebook page had gathered nearly 1 million fans and generated countless media stories. The parody @BPGlobalPRwas set up within months reaching 150K followers and tweeting things like “Catastrophe is a strong word. Let’s all agree to call it a whoopsiedaisy.”An early June Washington Post-ABC news poll found that 81 percent of the American public viewed the BP response negatively.BP hired Ogilvy Public Relations in late May to help create a social media presence for the crisis response. In a matter of hours, we set-up a live, 24 hour a day, global listening post, created commenting policies, approved response matrices, content calendars and set up pages on Facebook, Twitter, YouTube and Flickr. We prepared hourly listening reports and used the information from these reports to inform our content and response.
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”