Webinar: The 2011 State of Community Management

April 28, 2011

Sponsored by:

Speakers

Robin CareyFounder & CEOSocial Media Today@robincarey

Rachel HappePrincipal & Co-FounderThe Community Roundtable@rhappe

Dan BrostekConsumer & Member

EngagementAetna@danbrostek

Cindy MeltzerCommunity ManagerIsis Parenting@cindymeltz

@yourcustomers

@TheCR #SOCM2011

Aetna

Focused on developing an enterprise social media strategy in 2010

Searched for ‘actionable’ frameworks to help us define our roadmap

Leveraged the Community Maturity Model at a ‘macro’ level

Developed a deep dive view on each of the competencies (i.e., best practices, pitfalls and Aetna's current state)

Aggregated gaps and shortfalls that we wanted to address within one to three years into specific initiatives

Benefit to Aetna: Technologies will change over time but this framework will still hold true

@yourcustomers

@TheCR #SOCM2011

Isis Parenting

• Founded in 2003, Isis Parenting has 130 employees and 5 Boston area locations.

– By operating community-based centers that combine expert-led classes with a highly-edited selection of specialty retail products, Isis has built a vibrant and supportive environment that transcends the typical consumer experience.

– Five area hospitals have chosen to partner with Isis as the preferred provider of childbirth and parenting education.  And families delivering at any location are welcome to become part of the Isis community.

• Full time Community Manager, in place since Jan 2010, manages multiple customer-facing channels including an educational parenting blog, Facebook page, Twitter, YouTube channel, webinars and live chats.

• Highly connected and engaged customer demographic.

• Two primary goals for social media marketing in 2011:

– Accelerate customer acquisition and conversion process.

– Seed our brand ahead of physical roll-out to new markets.

@yourcustomers

@TheCR #SOCM2011

State of Community Management 2011

• Market analysis

• Survey findings

• Compilation of practitioner lessons and practices

• Resources

@yourcustomers

@TheCR #SOCM2011

Community Maturity Model TM

@yourcustomers

@TheCR #SOCM2011

Key Themes

1. Social Business Becomes A Strategic Imperative

2. Interest in Community Management Has Increased

3. The Community Management Discipline is Evolving

4. A Lot of Confusion Remains

@yourcustomers

@TheCR #SOCM2011

2. LEADERSHIP

Leadership Key takeaway

Community management isn’t just a role – it’s a perspective.

Key takeaway

Recruit leaders who are willing to be pioneers.

Key takeaway

Education is the key to success.

Key takeaway

Understand when and how to ask for support and authority.

3. CULTURE

Culture

Key takeaway

Ask for the truth, even if it hurts.

Key takeaway

Be prepared to let the outside in.

Key takeaway

Get multiple positive voices on your side to overcome company culture.

6. POLICY & GOVERNANCE

Policies & Governance

Key takeaway

Recognize that ‘policies’ are not the same as ‘guidelines.’ Guidelines are the expression, in accessible language, of the culture you wish to promote, and community boundaries.

Key takeaway

Keep key issues top-of-mind when structuring governance: regulatory environment; size; culture; strategy; and social business maturity.

Key takeaway

Centralize the role of the social team.

7. TOOLS

Tools

Key takeaway

Tools and technology tend to grow more complex and complicated over time. It is worth revisiting functionality to simplify your user experience.

Key takeaway

Don’t feel that you have to use every social media tool or channel available.

Key takeaway

Find the vendor(s) with the right fit for your organization.

1. STRATEGY

StrategyKey takeaway

Don’t Replace What Works, Supplement With Community.

Key takeaway

It’s basic but worth repeating, know your target member.

Key takeaway

Nothing grows in a sandbox. If you want to see growth, you need to build a garden.

4. COMMUNITY MANAGEMENT

Community Management

Key takeaway

It’s counterintuitive but do not jump in and automatically answer questions or help out.

Key takeaway

Schedule regular brown bag lunches or show & tells that help others understand social tools and your social initiatives.

Key takeaway

Lead by example and show members how you want them to behave.

Key takeaway

The social media space is about personal connections. It is a channel that is owned by the customer, not the company as a marketing avenue.

5. CONTENT & PROGRAMMING

Content & Programming

Key takeaway

Your content strategy needs to be focused on both your audience AND your goals.

Key takeaway

Create content plans that bridge your audiences. If you look at your content holistically and broadly, you’ll be more relevant to your audiences.

Key takeaway

Create content that fills a needed gap. Ensure your content has a unique angle, and fills the void for information missing in the marketplace.

Key takeaway

Keep attention spans in mind. Consider the length, quality, quantity, portability and “snackability” of content when you’re planning.

8. METRICS & MEASUREMENT

Metrics & Measurement

Key takeaway

Don’t think about metrics as a single set. Different metrics serve the needs of different audiences. Typically there are three types of scorecards: the strategic, the operational, and one with daily task-based reporting.

Key takeaway

Executives have become numb to copious amounts of data. What actually provides meaning and drives change is the ability to share a story. Using metrics to support a story maximizes the impact of data.

Key takeaway

Community ROI does not happen overnight. The ROI of community activity can take a while; there’s very little that’s quick about changing behaviors.

Key takeaway

Remember the “billboard” example.

State of Community Management 2011

• Market analysis

• Survey findings

• Compilation of practitioner lessons and practices

• Resources

Download the 90+ page report for free at:

http://community-roundtable.com/socm-2011/

Questions?

4/14/11 17

Thank You!

Contact us:

Robin Carey@robincarey

Rachel Happe@rhappe

Dan Brostek@danbrostek

Cindy Meltzer@cindymeltz

@yourcustomers

@TheCR #SOCM2011