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Marketing faces a growing number of tasks. Increasingly, the team is split into two separate roles: acquiring customers and retaining customers. We discuss how the Community Manager can serve as a bridge between these functions, and how the job of community management is evolving.
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The Changing Role of the Community Manager 9
Marketing is juggling an increasing number of responsibilities within organizations.
By 2017, CMOs will outspend the CIO.
Marketing makes more budget and operational decisions.
$ $
$
Source: Gartner Inc.
Among the most important roles of marketing are acquisition and retention.
Creates and manages one-to-one marketing across all channels
Top performing companies
Serves marketing messages during purchase
Serves marketing offers & customer care messages
72%
59%
62%
52%
53%
40%
Average companies
Source: IBM Global Chief Marketing Survey 2012
# G
O m i
f
S
Can marketing be everywhere?
Fortunately, most organizations now have a resource in house…
…who hears clients' concerns, praise and wants …dialogues with customers, advocates and prospects …regularly speaks on behalf of the brand
k O
# U
Community managers are present for nearly every customer interaction.
They're not just reactive. They're proactive.
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There are four essential roles of community management. Community Advocate
The community manager's primary role is to represent the customer. Brand Evangelist The individual has a higher degree of trust and will offer good products. Savvy Communicator The role…will work with many internal stakeholders to identify content, plan, publish, and follow up. Gather Community Input The opportunities to build better products and services through this real-time live focus group are ripe.
27
28
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32
33
34
35
$44,000
$46,000
$48,000
$50,000
$52,000
$54,000
$56,000
$58,000
$60,000
2011 2012 2013
Average Salary Average Age
The importance of the role is receiving recognition. Average salary and age is rising.
Source: Social Fresh Community Manager Report
Community management becoming more strategic. Social acquisition & retention emerges.
“It’s shifted from a community management role to a marketing strategist role. We’re working across departments, and sharing data about how customers are interacting and engaging with us.”
Rachel SilverBirchbox
The new community manager acts as a bridge within marketing.
Successful organizations are leading the way.
Time spent with the community manager is like time spent with your best customers.
Elevate the role of community management.
Thank you!
Mark Cooper Co-Founder & CMO mark@offerpop.com
@markerpop
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