So what is this thing

they call Community

Management???

June 3, 2010

Who we are

What we do

So what is Social Media, really?

Evolution of Social Media

So its really about conversations?

What does that mean for a Brand?

The Business of Community Management

Contents

ShesConnected

bringing conversations to life across social

media…

Community

Management

100%

Focus

Unique

Expertise

on + =

Social Media

Create and implement sustainable Social Mediacapabilities

Program design and management

Contest development and management

Widget/Application development, sourcing, and management

Community management (across Social Media)

Facebook “Social Ad management”

Measurement/reporting

What we do…

What is social media?

Social media describes the online technologies and

practices that people use to share opinions, insights,

experiences, and perspectives with each other

(Wikipedia 2007)

It allows everyone to have conversations 365 days a

year, 24 hours a day. They can talk about anything and

everything and not be bound to geography or time

Social Media proliferation

1950’s 1971 1979 1984 1991 1995 1998 – 2004 2006 - 2010

Party

Lines

Email

Listservs

Discussion

Forums

1st personal

website

Web is born

Tim Berners-Lee

Classmates.com

1st Social

Networking

site

i2GO

Justin Hall

1st Blogger

MP3

Podcasts

RSS

Ward

Cunningham

Father of Wiki

When the medium becomes this big….Brands

jump in…

Sc

alin

g t

o t

he

ma

ss

es

Evolution of Social Media

Social Media Is Driving Growth Online-

Businesses Need to be Here

1.9% 2.8% 3.2% 3.6% 4% 4.7% 5.6%Percent of online spent

on social media

But advertisers struggle

Advertisers know how to broadcast their messages (ONE WAY),

and they have figured out how to interact via the web. BUT

BUY BUY BUY BUY

Having a conversation is very different

It is give and take, listen and respond, ask questions,

acknowledge different points of view…

For most Brands the closest

thing to this is their call

center

93% of social media users believe a

company should have a presence in

social media

85% of social media users believe that

a company should go further than just

having a presence on social sites and

should also interact with its customers.

Cone, Business in Social Media Study, September 2008

I’d love

to try that

I wish they

would just

talk to me!

You get a

discount

I told all

my friends

I’ve tried to

contact them

six times!Can

you

recomm You

have to

try this!

It was

Awesome!

Did you.. How

do I find?

She

told me

to try...

But companies have to participate at

the speed of conversation

365 days a year, 24 hours a day…

But what happens when somebody says

something negative?

The old approach won’t work!

What does this mean for a brand?

• What happens if negative

conversations occur?

• How can we possibly manage

all of the conversations?

• How much is this going to

cost us?

• What skills are needed to be

effective?

• Can my agency just do all

this for me?

• How can this drive business

results?

Concerns

Brands know that social media is not going away

and they have to get involved in the conversations,

BUT they have concerns…

• Those conversations can and do happen, would you rather be

involved in the conversation, or mute to it?

• There are tools and business processes that enable you to engage

efficiently and effectively in the conversations

• The cost is easily managed and can scale up or down in proportion to

the value it creates.

• It requires a new skill set. To effectively engage in the conversations,

you need to have a community management function. This function

is a hybrid of PR, Marketing, Customer Service, Product

Development, and Competitive Intelligence.

• Agencies are great at the concept development, and creative

execution. Managing communities are a bit more tricky, Agency

business models may also make it cost prohibitive for brands.

• Business results can definitely be measured and quantified, but it

requires some new metrics, and measurement methods.

Things to consider

Top marketing priorities for 2010 for are

Social Networks/applications top of the list.

BUT what’s missing?

Being in the conversation!

Call it conversation management,

community management, or make up

another name….

Brands need the technology, business

processes, and people to participate in

social media at the speed of conversation.

Let’s use the term “Community

Management” for now. What does a

community manager do?

• One part marketing…

• Market research…

• Product development…

• Competitive intelligence…

• Customer care…

• One part PR…

Community Management is the “oil”

that makes the whole thing work!

Profile Tier 1 Sites/Tools Women Blog Outreach

Cindy

Married, one child, age

11 months. Looking to

work from home and

continue taking care of

Taylor

• Age 33

• Suburbs

• Household income

$85,000

• College degree

•Marketing Background

• Very involved in

neighborhood Moms

Group

• Actively looking for work

from home options.

So who are our Community Managers?

Preparing for community management

Be clear about your strategy and brand positioning

Translate that into your marketing strategy,

campaigns and programs

Define Community Manager profile

Develop your Messaging Guidelines – Rule Book

Recruit and train (onboarding) Community Managers

Begin outreach and engagement

Capture, Measure, Analyze, and Improve

Community

Ambassadors

BlogsCommunity

Manager

Blog

DB

Community Acquisition and Engagement

Engaging with

the Brand

Communities

Bloggers

Twitter

Facebook

Forums

Community

Ambassador

Community

Ambassador

Community

Ambassador

Community

Manager

Community

Manager

Relationship

Lead

Community

Ambassador

Community

Ambassador

Community

Ambassador

Brand Agency

Relationship

Lead

We uses a leveraged model of

Community Managers and

Ambassadors to engage

communities with smart,

targeted and relevant

marketing

• Publishers of Content such as Blogs, video,

articles, web pagesContent is King – without

the content SM does not exits

Stimulates the conversations

Drives communities

Driving SM

growth

Page

Views

Ø

• Post ratings and reviews, comments on

blogs, contributes to online forums

• Invites friends, sends articles

to friends

• Maintains and updates profile

joins groups

• Looks & leaves

• Views profiles, video,

reads blogs, reviews

and forum discussions

Creators

Critics

Connectors

Joiners

Spectators

Inactives

Community Managers stimulate

conversations, drive communities, and

give voice to the brand

Sweet Spot

Acknowledge receipt

Advertise something

Answer question

Ask a question

Augment a post

Call for action

Disclose personal info

Distribute media

Express agreement

Express a point of view

Express criticism

Express surprise

Introduce and connect

members

Rally support

Give a heads up

Respond to criticism

Give a shout out

Make a joke

Make a

recommendation

Make a suggestion

Make an observation

Offer a greeting

Offer an opinion

Put out a wanted ad

Rallying support

Recruit people

Show dismay

Solicit comments

Solicit help

Start a poll

Examples of how we drive conversations

that build and enhance communities

Brand

SCM Wizard

How it works…

Post a

comment or

question

Elicits a

response

Enabling

the right

interaction

Delivered

to the

right

person

Capturing

the

conversatio

n

They work 2 – 4 hours per

day driving conversation

across social media

Social Networking Sites

Word of Mouth

Groups

Blogs & Twitter Network

Targeted Sites Measurement &

Reporting

Social Media Control Panel - sample

We work with you to develop a social marketing scorecard unique to your

brand’s objectives. We also work with you to determine how these metrics

can be translated and compared against other online and offline media

performance measures.

We use a number of

measurement tools to monitor

and assess the effectiveness

of your social media strategy.

Thank You!

www.shesconnected.com

www.shesconnectedmultimedia.com

mark@shesconnected.com

donna.marie@shesconnected.com