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Why Community Managers Won't Exist in 5 Years (and why that's a good thing)
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Why Community Managers Won't Exist in 5 Years (and why that's a good thing)
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1. Why Community Managers Wont Exist in 5 Years
(and why thats a good thing)
Evan Hamilton
Community Manager, UserVoice
2. Agenda
Current state of the Community Manager
Success stories
The manifesto
3. Customer Engagement is Established
4. Customer Engagement is Established
56% of Fortune 500 on Facebook
5. 60% on Twitter (35% more than 2009)
6. 79% of corporations doing social media
Data: http://www1.umassd.edu/cmr/studiesresearch/2010F500.pdf,
http://bit.ly/hbHWTk
7. Awesome, right?
(nope)
8. Community Managers are in danger
9. Community Managers are in danger
The Social Support Bubble
19% of customers feel that social support is just for show
10. A good experience on social media doesnt matter if your
customers have a bad experience elsewhere
11. ComcastCares only raised Comcasts ACSI score 5 points,
still 15 points below the average for their industry
Data: http://bit.ly/fMKtmC, http://bit.ly/eSmWbp,
http://bit.ly/hVSCIZ
12. Community Managers are in danger
Other Departments Have Discovered Social Media
Data:
http://twitter.com/#!/BurgerKing/status/31019054902804482
13. Community Managers are in danger
We Have No Home
Social Media initiatives report to many different places
14. Nobody is protecting us
Data: Altimeter -
http://www.slideshare.net/jeremiah_owyang/career-social-strategist
15. There is opportunity
16. There is opportunity
Other Departments have discovered social media!
17. And we can be a resource
18. Social media strategies are still evolving
19. 82% long-term social media strategies are younger than 3
years, 52% younger than 2
20. Were not behind the curve yet
Data: Altimeter -
http://www.slideshare.net/jeremiah_owyang/career-social-strategist
21. What is our goal, then?
22. Nice Guy Marketing
Customer generation and retention through niceness.
23. Nice Guy Marketing
Customer happiness is #1 priority
24. More budget spent on support than advertising
25. 75% of customers are return customers
26. Sales exceeding $1 billion in 2008
Data: http://adage.com/moy2008/article?article_id=131759,
http://about.zappos.com/sites/about.zappos.com/files/MasterMediaKit6.5.09.pdf
27. Nice Guy Marketing
Free copies for open source, charities, high school students,
etc.
28. Transparent about revenue
29. Everyone blogs
30. $100k revenue in first 5 months
Data:
http://blogs.balsamiq.com/product/2008/11/14/hit-100000-in-revenue-time-to-start-looking-up/,
http://balsamiq.com/blogs
31. Nice Guy Marketing
40% customer support staff, 40% engineering & product, 20%
everything else
32. CEO spends time in their forums
33. Only 3.5% off each transaction
34. $400MM gross merchandise in 2010
Data: http://tcrn.ch/eMQAyW, http://on.wsj.com/gSZGvT
35. Exceptnone of this was because of a community
manager.
It was founders, co-founders, and the like.
Which is why we need to create a new position.
36. Chief Happiness Officer
A position dedicated to making sure all parts of the company are
focused on making customers happy.
37. Chief Happiness Officer
Must be a horizontal position
CEOs dont just focus on marketing or product, neither should
we
38. We cant preach customer happiness from the cheap seats
Chief Happiness Officer
Empower the whole organization
You cant scale
39. Average of 3.1 social media employees in 1k-5k orgs
40. Siloed customer happiness is ineffective
41. See ComcastCares
42. Sometimes its the folks with the least power who have the
most opportunity to delight your customers
43. Nobody is protecting us
Data: Altimeter -
http://www.slideshare.net/jeremiah_owyang/career-social-strategist
44. Chief Happiness Officer
Have metrics
Team with the BI department
45. Use existing systems
46. Oliver Branchards Social Media ROI, Jeremiah Owyangs Social
Marketing Analytics
47. There are tools
48. Google Analytics tracking, Tweetreach, surveys
49. Will be easier once were not in the trenches
Data:
http://www.digitalbuzzblog.com/the-basics-of-social-media-roi-ppt-slideshare/,
http://bit.ly/gIJUUX
50. Chief Happiness Officer
Stop focusing on social media
Social media was our way around roadblocks now we have to move
past it
51. Customers should be happy however they interact with
you
52. Zappos: The telephone is one of the best branding devices
out there
Data:
http://www.fastcompany.com/blog/alissa-walker/member-blog/tony-hsiehs-zapposcom
53. Chief Happiness Officer
Join early
We should be the 3rd employee
54. Hard to change an organization after its set in its
ways
55. People are already doing this, like Jenna Langer from
LiveFyre
Chief Happiness Officer
Work smarter, not harder
Were all burning out
56. We need to stop fighting and start leading
Chief Happiness Officer
Turn down job offers
If youre not going to get the power and freedom you need to
make the company succeed, they dont deserve you
57. Letting you succeed is in the companys best interest
58. Taking a limited job now just means youll be miserable
later
Go do it.
59. Thanks!
More rants: www.understandingyourcustomers.com
Me:
@evanhamilton on Twitter
[email protected]
60. Image credits
Billboard:
http://www.flickr.com/photos/tmray02/4474188424/in/photostream/
Dog & Cat:
http://www.flickr.com/photos/mofle/2088197145/in/photostream/
Cat & Bird:
http://www.flickr.com/photos/irenewn/2263552045/in/photostream/
Note:
http://www.flickr.com/photos/75166820@N00/4568113/in/photostream/
Kittens:
http://www.flickr.com/photos/ferran-jorda/4460510626/in/photostream/
61. Licensing
This presentation is licensed under the Creative Commons
Attribution-NonCommercial-ShareAlike3.0 Unported(CC BY-NC-SA 3.0),
which means you should feel free to share it, use parts of it, and
remix it as long as a) youre not using it for commercial privileges
and b) whatever youre creating is licensed the same way. Because
sharing is awesome.
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