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December 6, 2012 Hub Tag: #tech12 LM3 Maggie McGary Joshua Paul Jim Storer 8 Habits of Highly Effective Online Community Managers

8 Habits of Highly Effective Online Community Managers

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This presentation is from the ASAE Technology Conference in 2012 (#tech12). Learn from the top minds of online communities and social business on what community management means for associations. Learn why it matters and its role is in the online community lifecycle. Understand what to expect from an online community manager, how to invite community managers to the leadership table and how to measure success. Leave this session with 8 effective practices to successfully plan, launch and grow successful private online member communities. Contact the presenters at: Maggie McGary (@maggielmcg) www.asha.org Jim Storer (@JimStorer) www.community-roundtable.com Josh Paul (@Joshua_D_Paul) www.socious.com

Text of 8 Habits of Highly Effective Online Community Managers

  • 1. 8 Habits of HighlyEffective OnlineCommunity ManagersDecember 6, 2012 H u b Ta g : # t e c h 1 2 L M 3 Maggie McGaryJoshua Paul Jim Storer

2. Why Does OnlineCommunityManagement Matter? 3. http://commons.wikimedia.org/wiki/File:US_14.svg 4. http://commons.wikimedia.org/wiki/File:House_number_%2245%22_(South_Boston,_2006).jpg 5. Why Does OnlineCommunityManagement Matter? 6. Who We AreMission: Advancing the Business of Community Services1. Champion: Advocate for the needs of community TheCR Network business owners TheCR Focus2. Educate: Provide support and resources for TheCR Advisory community & social business leaders TheCR Research3. Curate: Aggregate, document, and share community Community Management management best practicesTrainingMember OrganizationsLeadership TeamRachel HappePrincipal and [email protected] StorerPrincipal and [email protected] 7. Why Does Community Management Matter? 1. If you build it, will they come? Note: According to ourresearch, organizationswith community managers are twice aslikely to have an open,sharing culture. 8. Why Does Community Management Matter? 2. Highly effectivecommunitiesdepend on an activecommunity manager behind the scenes. 9. Example: Why Does Community ManagementMatter? 10. Strategy: OK, lets get this out of the wayOn its own, Facebook is not a viable, longterm community strategy for your organization. Yo u m u s t d i v e r s i f y. 11. Strategy: Find your community sweet spotYo u r s w e e t s p o t for community isat the intersection of yourorganizationsgoals and your target member sneeds & interests. http://www.healthyfoodfight.com/ 12. Strategy: Do a deep dive member personaanalysis Yo u c a n n e v e rspend too muchtime getting know yourmembers. 13. Strategy: Just get started Dont over-strategize...Communities take time tob u i l d a n d g r o w.Once you havea plan, go! 14. Habit #1: Become obsessive about knowingwhat makes your members tick. 15. Leadership: Were moving from controlling1. Closely aligned with organizational roles and a u t h o r i t y.2. Limits individuals to discrete sets of responsibilities.3. Creates a culture of individual turf and ownership.Image from Dave Gray, The Connected Company. 16. to emergent leadership.1. Leadership is earned.2. Emergent leaders self- assign responsibilities and tasks.3. Emergent leaders: Freely share value Encourage, recognize and reward others Partner for shared wins Model behaviorImage from Dave Gray, The Connected Company. 17. Jeff Schick: Example of an emergent leader VP of Social Software at IBM Writes daily blog postsbased on a contenttemplate. Three benefits: 1. Aligns team andpriorities 2. Enables serendipity 3. Increases empathyand respect 18. WL Gore: Example of an emergent company Goal: Products are designed to be the highest quality in their class and revolutionary in their effect. 1. Simple governance: notraditional organizationalcharts, no chains ofcommand, nor predeterminedchannels of communication. 2. Push decision-making andresponsibility to individualagents (associates) 3. Focus on vetting new agentsin the system rather thanmeasuring/fixing outputs Results: $3B in annual sales 19. Habit #2: View social as a natural extension of what you already do offline.Via E2 Conference on Flickr 20. Culture: is a shared set of attitudes, values,goals and practices that characterizes anorganization. Via http://gapingvoid.com/ 21. Culture, like art, is hard to describe 22. Culture: Stories (and storytellers) weave thefabric of organizational culture. 23. Habit #3: Shift from a transaction to arelationship based mindset. Relationships endure. 24. Community Management: Community platform is not a community 25. Community Management: Identifysupporters and support themhttp://www.flickr.com/photos/elwillo/4337007744/ 26. Community Management:Reward participation 27. Community Management: Setstructure but let conversations flow 28. Habit #4:Continuously Advocate to Have ResourcesDedicated To CommunityManagement. 29. Content & Programming: Vital tothe success of an online community 30. Content & Programming: Drivedirection of community with content 31. Content & Programming:Association-driven vs. organic 32. Habit #5:Weave Community Stuff Into OtherCommunications. 33. Policies & Governance: Define expected culture through rules 34. Policies & Governance:Risk is part of community 35. Policies & Governance: Evaluate legaland ethical risks and plan how to handle 36. Habit #6:Be Hospitable toMembers OnlinePreferences 37. Online Community Tools 38. Creating Value: Discussions 39. Creating Value: Communities 40. Creating Value: Member/Expert Blogs 41. Keep Members Engaged: Email Engine 42. Keep Members Engaged: Email Alerts 43. Keep Members Engaged: Integrated Listserv 44. Creating ValueFiles, Video, & Audio Libraries 45. Keep Members EngagedCommunity & Events Mobile Apps 46. Creating ValueFinding People and Info 47. Creating ValueContent Management 48. Keep Members EngagedGamification 49. Keeping Members EngagedSurveys & Polls 50. Habit #7:Balance Tools thatCreate Value and Tools that CreateEngagement. 51. Metrics & Measurement 52. Metrics & Measurement: What Can Your Measure? 53. Metrics & Measurement:Measuring the Right Things 54. Examples of Metrics Visit to Login Ratio Login to Post & Comment Ratio Post to Comment Ratio Login to Action Ratio Members to Completed Profile Ratio 55. Habit #8:Measure the Right Things and MakeAdjustments Often. 56. Takeaways1. Become obsessive about knowing what makes your members tick.2. View social as a natural extension of what you already do offline.3. Shift from a transaction to a relationship based mindset. 57. Takeaways4. Continuously Advocate to Have Resources Dedicated To Community Management.5. Weave Community Stuff Into Other Communications.6. Be Hospitable to Members Online Preferences. 58. Takeaways7. Balance Tools that Create Value and Tools that Create Engagement.8. Measure the Right Things and Make Adjustments Often. 59. Questions Maggie McGary (@maggielmcg)www.asha.org Jim Storer (@JimStorer)www.community-roundtable.com Josh Paul (@Joshua_D_Paul)www.socious.com