Community Manager vs.

Social Media Manager

#SMWCMGR What‘s The Difference?

Dan Spicer Community Lead, EMEA, Hootsuite

@DanSpicer

• Community vs. Social Media

• Roles and Responsibilities

• Platforms and Tools

• Goals and KPIs

• Recruitment / Role Skills

Agenda

‘Community’ A social unit of any size that shares common values, behaviours and artifacts.

*wikipedia

‘Social Media’ The social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.

*wikipedia

Objective Setting So why are we having this conversation?

50% Growth in ‘Social Media Manager’ roles slowed in the last year

13x as many jobs that involve the

use of social media

Social Media Manager

Community Manager ?

Who do we need?

Objective Setting So, what’s The Difference….

RESPONSIBILITIES? TOOLS? KPIS?

Community Management Responsibilities

Community Management Responsibilities

Relationships

Being an internal advocate for the customer.

Delivering insights about your customer and reporting on the successes of the community

Enforcing guidelines, policies and governance + managing public and private platforms

Building relationships with key members of the community, nurturing customers and developing engagement strategies

Making the brand personal and accessible to customers

Insights

Personable

Moderation

Advocacy

Objective Setting 1

Objective Setting Moderate Moderation 2

Moderation 2

Insights and Internal Advocacy 3

Brand Ambassadors

Brand Ambassadors

200+ Hootups in 62 countries

600+ Ambassadors in

29 countries

Supporting initiatives in 15+

languages

Objective Setting Social Media Management Responsibilities

Objective Setting Social Media Management Responsibilities

Strategy

Assessing the effectiveness of social media activities

Maintaining the security of social media accounts

Curating and creating content for social platforms taking into consideration platform nuisances

Alignment of social media strategies throughout different departments within the company

Taking social data and turning it into actionable data

Security

Data

Content

Results

How can social media help you accomplish business goals?

1

What’s being said about your brand? Who is saying it? Where are they saying it?

2

Curating and creating content 3

of consumers say they will change their shopping behavior in response to social media content

85%

Platforms and Tools – Community Management CO

MM

UN

ITY

M

ANAG

ER

Platforms

•  Lithim, GetSatisfaction •  Vbulletin •  Dropal, Joomla •  Yammer, Jive •  Facebook, LinkedIn, G+

•  Social CRM •  Forums •  Message Boards •  Enterprise Social Platforms •  Social networks •  Custom Developed

Examples

Considerations: - Features and functionality i.e. grouping, private messaging, - Game dynamics i.e. categorisation, badging, rewards etc. - Responsive platform? Mobile functionality.

Platforms and Tools – Social Media Management SO

CIAL

MED

IA

MAN

AGER

Platforms

•  Facebook, Twitter, LinkedIn •  Youtube, Vimeo •  Medium, Tumblr, Blogger •  Quora, Yahoo Answers •  Wikipedia

•  Social Networks •  Video Networks •  Blogs / Microblogs •  Q&A Platforms •  Wikis

Examples

Considerations?

What Do They Measure

Community Goals and KPIs

80% It costs 80% less to retain a customer than acquire one

95% Increasing retention rate by 5% can increase profiles by

95% over long-term*

*Harvard Business Study ** MSI Study

25% Increased engagement on

community sites can result in 25% increase in revenue**

Key Performance Indicators: §  Engagement (hard metrics) §  # of relationships (size of community) §  # of sign ups §  # of active members vs. lurkers §  Customer retention / churn rates

Pre During

Post

Community Goals and KPIs

Social Media Goals and KPIs

of businesses will Lose market position

*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.

1/4

Key Performance Indicators: §  Engagement (likes, comments, RTs, shares) §  Audience size and growth §  Click-throughs §  Conversions (direct and assisted) §  Share of Voice / # of mentions §  % Reduced costs

Owned Earned

Shared

Social Media Goals and KPIs

So What About Hiring For The Position?

Objective Setting The Community Manager

Skills

•  Communication

•  Align with brand personality & culture

•  Understanding of human behaviour and motivations

•  Relationship building

•  Conflict resolution

•  Project management

•  Technical

Attributes

•  People person

•  Empathy

•  Self-awareness

•  Adaptability

•  Good judgment

•  Ethusiam

Objective Setting The Social Media Manager

Skills

•  Communication

•  Listening

•  Creativity

•  Statistical analysis

•  Public speaking

•  Comfort with technology

•  Understanding of social convergence – owned, paid, earned

Attributes

•  Passion

•  Resourcefulness

•  Conversational

•  Operates with a sense of urgency

•  Seeks Input

•  A Thick Skin

Thank You! Dan Spicer, EMEA Community Lead, Hootsuite @DanSpicer @Hootsuite_UK http://blog.hootsuite.com