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