The Evolution of the role of the

Community Manager

Steve Ward

Owner - CloudNine Social Media & Digital Talent

Head of Talent – Sociagility

Twitter: @CloudNineRec | Facebook: facebook.com/cloudninerec

#cmldn

Community Manager: c1998

Steve FultonModerator of TheAlarm.com – a global

community of 2-3,000 Alarm fans…

• Forum moderation & participation

• Message deliverer & ambassador

• Harmony-keeper

• News content-caster

• Built with Mike Peters an Interactive

online music audience & e-commerce

presence… Forward thinking…? Hell

yeah.

Community Manager: 2000-2005

Liiiike Steve Fulton…

…but without the e-commerce, right??

• Volunteer Forum moderation

• Very much `behind the scenes`

• Bands/Chat/Common interest Forum police!!

• Under-populated MySpace page…? ;)

Community Manager: 2006+

Online interaction becomes mainstream.

• Brands taking up Facebook pages

• Gaming sites place major emphasis on the Community Manager role

• LinkedIn becomes a mainstream communications channel for business connectivity…

• …yes, Community Management just entered into business world. Or did it…?

• …well ok, maybe for the Junior, for now.

Community Manager of the Year 2011

Vincent Boon - GiffGaff

• Over 1000 votes – clear winner

• Social & Community led Mobile

network

• No1 Social Media Telecoms brand

in the UK

• Social Engagement

• Small team big community

• Community stars are given high

status by users

• Helpdesk, Support, Sharing,

Giving, Feeding

"Every network has an underlying

purpose" and motivations for such

network creation include; Mission,

Business, Idea, Learning or Personal” - Patti Anklam

…sounds like some business talk to me.

The Four Tenets of the Community Manager

1) A Community Advocate

2) Brand Evangelist

3) Savvy Communication Skills, Shapes

Editorial

4) Gathers Community Input for Future

Product and Services

Jeremiah Owyang in 2007

Community Manager: TODAY

Business Ambassador

Transactional

Directive

Creative

Purposeful

Insightful

Content

Retention

ACQUISITION!!!

INCOME!!!

Remember this guy in 1998…

Steve FultonModerator of TheAlarm.com – a global

community of 2-3,000 loyal Alarm fans…

• Forum moderation & participation

• Message deliverer & Ambassador

• Harmony-keeper

• News content-caster

• Built with Mike Peters an Interactive

online music audience & e-commerce

presence… Forward thinking…? Hell

yeah.

So, the status of the Community Manager role

has in effect gone from

this…

…to this:

Community Management

isn’t Back Office anymore.

Community Management

`Key Skills 2012`

CREATIVE WRITING

Community Management

`Key Skills 2012`

LISTENING

Community Management

`Key Skills 2012`

ENGAGING CONTENT

Community Management

`Key Skills 2012`

KEY INFLUENCER

/ CUSTOMER

RECOGNITION

Community Management

`Key Skills 2012`

CONNECTIVITY

Community Management

`Key Skills 2012`

BRAND AMBASSADOR

Community Management

`Key Skills 2012`

CUSTOMER

ACQUISITION

So, in summary.

The role ideal is in effect, the same.

The playground just got bigger, and

somebody somewhere, realised it works.

You’re still here…?

Thank you.

www.cloudnine-media.co.uk

www.sociagility.com/talent

Steve Ward

Twitter: @CloudNineRec | Facebook: facebook.com/cloudninerec