NOTE: This is what I have up to the break. Will add the rest later. Cheers!
This session was run by Connie Bensen, Techrigy SM2
Community is NOT boring, it's so exciting, the direction we're going in
My day job is working with a listening tool.
I don't like the term 'community manager' because you really don't manage anybody
Whatever you call your community manager person ... they're you're human connection
I have 3 philosophies
- Community building applies to everything and everyone
- B2C: If you provide resources and excellent customer service, people will buy from you and want to make sure you get reimbursed
- B2B: What used to be only available to b2c is now available to B2B
Titles don't matter any more when you're networking online. They interact with me because of the knowledge I have
It's shifting from us talking to our customers to our customers wnat to talk to us, and we need to figure out how to handle that.
I'm happy this isn't a room full of marketers ... happy that we have engineers, social media experts etc. This isn't only about marketing.
If you ignore your customers, they WILL go away
If you can build enough word of mouth, you can pretty much quit or cut back on your advertising. If you develop brand visibility, people will come to you, and if you're busy enough, you won't have to be cold calling.
This session was run by Connie Bensen, Techrigy SM2
Community is NOT boring, it's so exciting, the direction we're going in
My day job is working with a listening tool.
I don't like the term 'community manager' because you really don't manage anybody
Whatever you call your community manager person ... they're you're human connection
I have 3 philosophies
- Community building applies to everything and everyone
- B2C: If you provide resources and excellent customer service, people will buy from you and want to make sure you get reimbursed
- B2B: What used to be only available to b2c is now available to B2B
Titles don't matter any more when you're networking online. They interact with me because of the knowledge I have
It's shifting from us talking to our customers to our customers wnat to talk to us, and we need to figure out how to handle that.
I'm happy this isn't a room full of marketers ... happy that we have engineers, social media experts etc. This isn't only about marketing.
If you ignore your customers, they WILL go away
If you can build enough word of mouth, you can pretty much quit or cut back on your advertising. If you develop brand visibility, people will come to you, and if you're busy enough, you won't have to be cold calling.
ADVERTISEMENT
General Mills rep came to me and said "I want to learn how to listen"
Audit - You have a community in FB that is devoted to Hagan Daas (sp?) ice cream, I said, go into that community and see what else you can do for them.
I was helping online people by reading the help files. ... we brought in a whole new community of scrapbookers using this photography
If you're listening to how people are using your product, you might find a new need.
3 Premises
- Talk with your customers not at them
- Connect with them in a social setting, it's their setting, so you have to follow their rules
- Community is a long-term commitment. I contend that if you commit to having a person responsible for this position, you can build brand recognition in three months, and in six months, you can measure that. Jeremy Epstien is building tools for that.
Groundswell by Josh Ernoff and Charlene Li
In order:
1 People
2 Objectives
3 Strategy
4 Technology
You have to measure what ever you do
For it to work, it needs some form of executive sponsorship. You should also start small.
- Does your company care about what customers are saying?
- If you hear what they say, do you intend to act on it?
- If not, you should just continue what you're doing then.
Social media cannot be adopted without that internal culture shift.
You really need to be transparent. The customers are talking, that's what's driving this.
Salary - I totally believe this position needs to be well paid because of the responsibility this entails. If there's a crisis on a Sunday, you want them to be smart and have an answer and be able to work cross-functionally
Start with a person or a contractor part-time, but that's different than throwing this at a college kid who is on LinkedIn or Facebook.
A Strategy in Five steps
- Audit of online conversations around
Your brand company key people
Competitors
Industry
- Identify Business Objectives and goals (That's the place where you can sell it)
- Plan Engagement Strategy
- Benchmark and Establish Metrocks
- Engage Evaluate Revise and Repeat
Listening to Online Conversations
- Company and Key Individual Names
- Brand and Product Names
- Competitors
- Industry Terms - You're going to connect with the information that's online
<You can't afford not to>
Measurement Tools
Web Analytics
- Google Analytics, StatCounter
- Proprietary to community
Social Media Monitoring
- Free tools such as Google Alerts SearchTwitter.com, Tweetbeep
- Professional tools Techriy, Radian6, TruCast
- Social Search Tools - Deliver, WhosTalkin? Samepoint, Socialmention, Serph, OneRiot,
Net Promoter Score
- Survey tool used to measure sentiment about the brand
- http://netpromoter.com/calculate/nps.php
** The tools are fine, but you need someone at your company who knows your brands and your needs and interpret it. You need the bigger picture, but then what are you going to do with that **
Conversation Analysis
Volume
Over Time
Platform
Topic
Textual Analysis
Content - "Motringate"
Author Tags
Sentiment and Tone
Sources of Conversations
By URL
Physical location by geomapping
Everything I wrote for our blog went through legal, but it was a 1hour turnaround. There was a commitment and a follow-through from the legal department.
Peter Kim's Wiki of Social Media Marketing Examples - wiki.beingpeterkimcom - You can sort by industry.
Utilize this! You can contribute yours
Business Objectives and Goals
- Generate more word of mouth
- Increase customer loyalty
- Bring outside ideas into organization
- Increase product/brand awareness
- Improve new product success ratios
- Improve public relations effectiveness
- Reduce customer acquisition costs
- Reduce customer support costs
- Reduce market research costs
- Reduce product development costs
If you create products that people want, you'll do better
Prioritize & Identify Goals
Prioritize the business objectives in order of importance
What keeps your boss up at night?
What are the competitive threats?
This identifies goals to measure
Goals
B2C
B2B
Other
I see this world from the HR perspective as moving from a 1 year review to a 6 month review ... the world is moving so fast.
** The secret to herding cats is to find your best advocates and evangelists, and give them what they need so they can help you **
As you give people more opportunity to uplift the brand that they love, it's really powerful.
You might think that this costs money, but it doesn't. My volunteers didn't want to get paid, because then what they were doing would feel like a job. That was the emotional connection they had, and you can't buy that.
Plan Engagement Strategy
- Who will execute
- Where will your brand engage
- When & with what frequency?
- What type of engagement?
- How and what types of tools will be used?
Ultimate Goal: Build relationships, identify & encourage advocates, increase word of mouth.
Community Manager - An all-purpose position
- Online Marketing & outreach
- Public Relations
- Brand Building
- Customer & Technical Support
- Product Development & QA
- Business Partnerships
- Internal Web 2.0 Ambassador
When talking to Dell's person in charge of their 36 community managers, their position is that everyone in their company should be empowered to talk with customers.
It needs to start somewhere, and you need that executive sponsorship.
*** It's so important for QA to talk to tech support ***
*** The community manager needs to know the product inside and out, and upside down too ***
Value of CM position
- Humanize the company (give it personality_
- Represent the brand in conversations
- Build relationships and increase loyalty
- Identify and recruit brand advocates
- Bring a new perspective to the company
- Engage with new markets
- Build internal team -
*** Biggest advantage of having community managers working remotely is they see outside of the company's four walls ***
Benchmark and Establish Metrics
Use
- Prioritized goals
- Information from Listening
Monthly Reporting
- Quantitative
- Qualitative
Choose what to Measure
What percentage of increase is wanted
- Estimate at first
- Use to set goals - don't set it too high
- Translate it into your business needs - Your business needs drive your engagement
Examples:
Marketing - Increasing product awareness & WOM (ROI is the # of additional sales)
PR - Improved brand sentiment (ROI = additional customer loyalty)
Product research (ROI = the difference in time it used to take)
Decreased support calls by X% - (ROI = the cost savings) - This is the easiest one to track
** You as a company need to know the value of those engagements. If you're engaging with your customer, what's the value of that? **
--- BREAK ---
Reading - Putting the public back into public relations - Brian Solis
... Sometimes these are good resources to get in front of your stakeholders
"All the executive cares about is an increase in the bottom line, they don't care how you get there."
Oracle's approach - Use URL shorteners to track your reach (bit.ly etc.)
Benchmarking
- Quantities
Use to calculate progress (%)
- Check with other departments
Don't recreate wheels
Identifying Trends
Ongoing
Note & report customer request needing immedate assistance
Identify topics requiring FAQ's or blog posts
Monthly
Marketing / Public Relations
Feedback on connection of messaging
Identify sites for potential partnerships
Report on time periods of high traffic feedback
Exec Management
overview of brand sentiment and competitive analysis
offer insight suggestions on future trends and key industry topics
Qualitative Results
Gather testimonials
Marketing use
Product development & use cases
Identify brand advocates
Appreciation for customer services
Document link to source for follow-up
Give kudos to
Thank those who find sources
Reinforce importance of community building
Monthly Reporting
Outline the following & provide recommendations based on them
Ongoing definition of objectives (established from goals of the position)
Interaction - Trends in members topics, discovery of new communities
Qualitative Quotes - helpful for feedback and marketing
Recommendations - Based on interactions with the customers
Benchmark based on previous report
Web analytics (unless someone else is tracking them)
Social Web analytics
** Find someone internally who is already into social media and give them some duties **
Evaluate, Revise and Repeat
- Review what is working
- Revise and build on success
- Drop what isn't working
Tips for success
- Start with a small project
- Have executive sponsorship
- Activeley interact online
- Engage with advocates & build relationships
- Incorporate ideas from the consumers
- Train and recruit other staff to participate
- Share success internally
*** Get your OWN team to be advocates too, and empower them ***
*** Brainstorm new ideas and don't wait for your competitors to do it ***
Resources
communitystrategist.com
web-strategist.com
chrisbrogan.com
Jake McKee, Communityguy.com
Dawn Foster
Matt Rhodes, FreshNetworks.com
Richard MIllington, Feverbee.com
Marshall Kirpatrick, RWW, - ebook
Brian Solis
Mack Collier
Geoff Livingston
Books
Now is gone by Brian Solis & Geoff Livingston
Putting the Public Back in Public Relations by Brian Solis
Groundswell by Charlene Li & Josh Bernoff
Audit - You have a community in FB that is devoted to Hagan Daas (sp?) ice cream, I said, go into that community and see what else you can do for them.
I was helping online people by reading the help files. ... we brought in a whole new community of scrapbookers using this photography
If you're listening to how people are using your product, you might find a new need.
3 Premises
- Talk with your customers not at them
- Connect with them in a social setting, it's their setting, so you have to follow their rules
- Community is a long-term commitment. I contend that if you commit to having a person responsible for this position, you can build brand recognition in three months, and in six months, you can measure that. Jeremy Epstien is building tools for that.
Groundswell by Josh Ernoff and Charlene Li
In order:
1 People
2 Objectives
3 Strategy
4 Technology
You have to measure what ever you do
For it to work, it needs some form of executive sponsorship. You should also start small.
- Does your company care about what customers are saying?
- If you hear what they say, do you intend to act on it?
- If not, you should just continue what you're doing then.
Social media cannot be adopted without that internal culture shift.
You really need to be transparent. The customers are talking, that's what's driving this.
Salary - I totally believe this position needs to be well paid because of the responsibility this entails. If there's a crisis on a Sunday, you want them to be smart and have an answer and be able to work cross-functionally
Start with a person or a contractor part-time, but that's different than throwing this at a college kid who is on LinkedIn or Facebook.
A Strategy in Five steps
- Audit of online conversations around
Your brand company key people
Competitors
Industry
- Identify Business Objectives and goals (That's the place where you can sell it)
- Plan Engagement Strategy
- Benchmark and Establish Metrocks
- Engage Evaluate Revise and Repeat
Listening to Online Conversations
- Company and Key Individual Names
- Brand and Product Names
- Competitors
- Industry Terms - You're going to connect with the information that's online
<You can't afford not to>
Measurement Tools
Web Analytics
- Google Analytics, StatCounter
- Proprietary to community
Social Media Monitoring
- Free tools such as Google Alerts SearchTwitter.com, Tweetbeep
- Professional tools Techriy, Radian6, TruCast
- Social Search Tools - Deliver, WhosTalkin? Samepoint, Socialmention, Serph, OneRiot,
Net Promoter Score
- Survey tool used to measure sentiment about the brand
- http://netpromoter.com/calculate/nps.php
** The tools are fine, but you need someone at your company who knows your brands and your needs and interpret it. You need the bigger picture, but then what are you going to do with that **
Conversation Analysis
Volume
Over Time
Platform
Topic
Textual Analysis
Content - "Motringate"
Author Tags
Sentiment and Tone
Sources of Conversations
By URL
Physical location by geomapping
Everything I wrote for our blog went through legal, but it was a 1hour turnaround. There was a commitment and a follow-through from the legal department.
Peter Kim's Wiki of Social Media Marketing Examples - wiki.beingpeterkimcom - You can sort by industry.
Utilize this! You can contribute yours
Business Objectives and Goals
- Generate more word of mouth
- Increase customer loyalty
- Bring outside ideas into organization
- Increase product/brand awareness
- Improve new product success ratios
- Improve public relations effectiveness
- Reduce customer acquisition costs
- Reduce customer support costs
- Reduce market research costs
- Reduce product development costs
If you create products that people want, you'll do better
Prioritize & Identify Goals
Prioritize the business objectives in order of importance
What keeps your boss up at night?
What are the competitive threats?
This identifies goals to measure
Goals
B2C
B2B
Other
I see this world from the HR perspective as moving from a 1 year review to a 6 month review ... the world is moving so fast.
** The secret to herding cats is to find your best advocates and evangelists, and give them what they need so they can help you **
As you give people more opportunity to uplift the brand that they love, it's really powerful.
You might think that this costs money, but it doesn't. My volunteers didn't want to get paid, because then what they were doing would feel like a job. That was the emotional connection they had, and you can't buy that.
Plan Engagement Strategy
- Who will execute
- Where will your brand engage
- When & with what frequency?
- What type of engagement?
- How and what types of tools will be used?
Ultimate Goal: Build relationships, identify & encourage advocates, increase word of mouth.
Community Manager - An all-purpose position
- Online Marketing & outreach
- Public Relations
- Brand Building
- Customer & Technical Support
- Product Development & QA
- Business Partnerships
- Internal Web 2.0 Ambassador
When talking to Dell's person in charge of their 36 community managers, their position is that everyone in their company should be empowered to talk with customers.
It needs to start somewhere, and you need that executive sponsorship.
*** It's so important for QA to talk to tech support ***
*** The community manager needs to know the product inside and out, and upside down too ***
Value of CM position
- Humanize the company (give it personality_
- Represent the brand in conversations
- Build relationships and increase loyalty
- Identify and recruit brand advocates
- Bring a new perspective to the company
- Engage with new markets
- Build internal team -
*** Biggest advantage of having community managers working remotely is they see outside of the company's four walls ***
Benchmark and Establish Metrics
Use
- Prioritized goals
- Information from Listening
Monthly Reporting
- Quantitative
- Qualitative
Choose what to Measure
What percentage of increase is wanted
- Estimate at first
- Use to set goals - don't set it too high
- Translate it into your business needs - Your business needs drive your engagement
Examples:
Marketing - Increasing product awareness & WOM (ROI is the # of additional sales)
PR - Improved brand sentiment (ROI = additional customer loyalty)
Product research (ROI = the difference in time it used to take)
Decreased support calls by X% - (ROI = the cost savings) - This is the easiest one to track
** You as a company need to know the value of those engagements. If you're engaging with your customer, what's the value of that? **
--- BREAK ---
Reading - Putting the public back into public relations - Brian Solis
... Sometimes these are good resources to get in front of your stakeholders
"All the executive cares about is an increase in the bottom line, they don't care how you get there."
Oracle's approach - Use URL shorteners to track your reach (bit.ly etc.)
Benchmarking
- Quantities
Use to calculate progress (%)
- Check with other departments
Don't recreate wheels
Identifying Trends
Ongoing
Note & report customer request needing immedate assistance
Identify topics requiring FAQ's or blog posts
Monthly
Marketing / Public Relations
Feedback on connection of messaging
Identify sites for potential partnerships
Report on time periods of high traffic feedback
Exec Management
overview of brand sentiment and competitive analysis
offer insight suggestions on future trends and key industry topics
Qualitative Results
Gather testimonials
Marketing use
Product development & use cases
Identify brand advocates
Appreciation for customer services
Document link to source for follow-up
Give kudos to
Thank those who find sources
Reinforce importance of community building
Monthly Reporting
Outline the following & provide recommendations based on them
Ongoing definition of objectives (established from goals of the position)
Interaction - Trends in members topics, discovery of new communities
Qualitative Quotes - helpful for feedback and marketing
Recommendations - Based on interactions with the customers
Benchmark based on previous report
Web analytics (unless someone else is tracking them)
Social Web analytics
** Find someone internally who is already into social media and give them some duties **
Evaluate, Revise and Repeat
- Review what is working
- Revise and build on success
- Drop what isn't working
Tips for success
- Start with a small project
- Have executive sponsorship
- Activeley interact online
- Engage with advocates & build relationships
- Incorporate ideas from the consumers
- Train and recruit other staff to participate
- Share success internally
*** Get your OWN team to be advocates too, and empower them ***
*** Brainstorm new ideas and don't wait for your competitors to do it ***
Resources
communitystrategist.com
web-strategist.com
chrisbrogan.com
Jake McKee, Communityguy.com
Dawn Foster
Matt Rhodes, FreshNetworks.com
Richard MIllington, Feverbee.com
Marshall Kirpatrick, RWW, - ebook
Brian Solis
Mack Collier
Geoff Livingston
Books
Now is gone by Brian Solis & Geoff Livingston
Putting the Public Back in Public Relations by Brian Solis
Groundswell by Charlene Li & Josh Bernoff
