5 Habits of a Highly Effective Community Manager
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Richard Beattie, VP, EMEA of Vitrue speaks at the Social Media Influence Conference London, England June 12, 2012
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5 Habits of a Highly Effective Community Manager
- 1. 12 JUN 5 HABITS OF A HIGHLY EFFECTIVE COMMUNITY MANAGER RICHARD BEATTIE, VP EMEA 1
- 2. EVOLUTION OF SOCIAL THEN NOW Social is a hammer Social is tailored Knowledge is proprietary Knowledge is shared Social tools are unconnected Social builds brands Check-Box Marketing Brand-Building Marketing Social Marketing Social Business 2
- 3. EVOLUTION OF A COMMUNITY MANAGER “We'll see a major shift occur in social media roles within companies as social will soon be the heart and pulse of every brand.” - Reggie Bradford, 2008 “Facebook is barely seven years old and has 3,000 employees — and it has created more than 450,000 jobs in Europe and the U.S.” - Sheryl Sandberg, Facebook, 2012 World Economic Forum 3
- 4. SOCIAL MEDIA LANDSCAPE BRANDS ON SOCIAL SOCIAL USERS Brands using multiple social Brands are increasing their use networks have a 50% higher of social networks. Users are engagement rate on Facebook expected to reach 1.5 billion than those only using one. *eMarketer globally by the end of 2012. *Vitrue, 2012 *eMarketer TIME SPENT (SOCIAL USERS) Average minutes spent per TIME SPENT (COMMUNITY MANAGERS) month on social networks per user* spend 30+ hours a 63% week on their 89 405 community *eMarketer *SocialFresh, 2012 4
- 5. HABIT #1 CONFIDENCE •Be bold •Have a thick skin •Try new tactics 5
- 6. HABIT #2 PASSION •Know your brand and your community inside and out •Openly communicate your own brand passion 6
- 7. HABIT #3 INTEGRITY •Social makes brands transparent - community manager should be too •Don’t hide from challenging issues or questions 7
- 8. HABIT #4 FOCUS •Know when, where and how to best engage •Identify influencers and make them friends •Have clear objectives 8
- 9. HABIT #5 CREATIVITY •Create engaging content •Entertain your community •Be unique 9
- 10. COMMUNITY MANAGER OF THE YEAR AWARD • Inaugural Vitrue award to highlight efforts of community managers in the spirit of Community Manager Appreciation Day • Nominations open through September 14, 2012 • Winner announced January 13, 2013 Fellow Judges: Stephanie Agresta Jason Falls Jeremiah Owyang Kathy Baughman Weber Shandwick Social Media Explorer Altimeter Group ComBlu @stephagresta @JasonFalls @jowyang communitymanageroftheyear.com communitymanageroftheyear.com 10
- 11. THANK YOU Q&A oracle.com/vitrue facebook.com/vitrue @vitrue @88RichardBT vitrue.com/blog/feed youtube.com/vitrue 11
Editor's Notes
- \n
- From experimental to brand building\n
- The recent acquisition announcements and consolidation of the social space is telling of a change that is occurring. Social is becoming central to businesses and so the community manager role is moving into that central position within the company - no longer a part of one team e.g marketing.\n
- The size of the audience on social networks is vast and growing, and so the importance of social for brands is growing in response. \nTime spent by both consumers and brands will only continue to increase.\n
- *Be bold - if you’re putting yourself out there don’t be half hearted about your brand in social. \n*Have a thick skin - people are always going to say negative things about you\nDell example 10 reasons why Dell sucks, Dell community manager came back with 11 reasons.\nBut there is a balance to be had between internal communication (realistically what can be shared without harming the brand) and whats right for your community. That balance will be different for all businesses.\n*Try new tactics e.g new social networks - Pinterest for Worlds Best Bars, people were pinning their favourite bars so WBB got involved in the conversation - test it.\n\n
- You need people who are passionate about your brand to build its community - Community Managers must believe what they are communicating, it helps to not only be passionate about the brands but passionate about social too. Without passion, your message and ultimately engagement will fall flat. \nCommunity manager is the voice of the brand, this person needs to innately get what the company is about and be passionate about what you do.\nSomeone that likes to connect people in the real world, someone sociable, is likely to have the qualities that make good community manager. \nThis is an attitude rather than a skill set\nDoes help to have a socially savvy person that would do this in their spare time - that individual probably exists in the business already - Butlins example\n\n\n\n\n
- “Honesty is the best policy” certainly remains the case when it comes to social. When a community does not trust a brand’s words, or feels they are hiding information or ignoring problems, it hinders further communication and ultimately brand loyalty. Transparency is key. Likewise, a Community Manager shouldn’t hide away from challenging issues and questions, but always respond, even if just to point the user towards an offline conversation. \n\n\n
- The community manager role is still too often perceived as a reactive one. Community Managers, as we’ve discussed, are much more than gatekeepers. \nSavvy brands shouldn’t just communicate with customers when there is a large campaign or a media relations fire to put out. Communication needs to be regular and focused. \n*Brands must understand when, where and how to best communicate and engage with their audience - Use social analytics to determine this, test and iterate. Have clear objectives and don’t be put off by vanity stats - some numbers e.g a large number of Facebook fans can disguise an unhealthy community.\n*Identify influencers - 1% of social users create content, 9% share it/comment, the remainder consume it. Dell and Libertines examples - take these fans out!\n*Make sure social objectives are clear and align with business objectives\n\n\n
- Engagement engagement engagement. Without engaging content community will switch off. Have a content strategy to ensure you can keep your community engaged\nAsk your community what is engaging to them and create it.\nBe unique - competition in social is increasing as we’ve seen, so being creative means being different \n\n\n\n\n\n
- Winner gets an all expenses paid trip to Vegas\n\n
- Check out Oracle.com/vitrue if you have further questions on the acquisition\n