Joe Cothrel, Chief Community Officer

Community Management 2.0:Managing the Customer Network

A transformation affecting every business

Interact

1995-2005

Enabling interaction so that customers can help each other.

Listen

2005-2015

Listening to customers to better understand their experiences and needs.

Respond

2015-2025

Dynamically creating products and processes in partnership with customers.

We’re not talking about the role of the community manager.

It takes a company

AnalystCommunity ManagerCommunity Marketing ManagerCommunity ModeratorCommunity StrategistCRM and Community ManagerDigital StrategyDirector, CommunityDirector, Social CRMForum AdministratorGlobal Community ManagerManager, Global Social Media Strategy

Customer MarketingCustomer Support RepresentativeDirector Customer Support Director of MarketingDirector, Customer OperationsDirector, Product DevelopmentEcare ManagereSupport ManagerManager, Communications Manager, Customer AcquisitionManager, eBusiness MarketingManager, eCommerce Manager, Technical Assistance

Manager, Global Social Media StrategyManager, Social MediaProgram ManagerProject ManagerSenior Community SpecialistSocial Business ManagerSocial CRM EvangelistSocial Media ManagerSocial Media Marketing ManagerSocial Media Policies ManagerSocial Media StrategistVP, Community Development

MarCom ManagerMarketing ManagerMarketing Program ManagerProduct Manager, Support and LearningProgram Manager, Customer AdvocacySenior Director, MarketingSenior Manager, eService StrategySenior Product ManagerSenior Training DeveloperSite Experience ManagerWeb Marketing DirectorWeb Project Engineer

Community-Specific Roles Business Roles Involved with Community

Titles of attendees of the 2010 LiNC Conference

Community Management 1.0

The strategy debate is morphing into the governance debate.

Issue and opportunity management

SME ComMgr

IDENTIFY ESCALATE RESOLVE CONFIRM

PROMOTE GATHER IDENTIFY ESCALATE

Marketing

RESOLVE CONFIRM

ModKEY

IDENTIFY RESOLVE

IDENTIFY ESCALATE

Support PR Product Legal Sales

CONFIRMRESOLVE

GATHER IDENTIFY ESCALATE RESOLVE CONFIRM

GATHER IDENTIFY ESCALATE EVALUATE IMPROVERESOLVE CONFIRM

Social Web Community

TIM

E

Company

“Many of us have been somewhat sporadic in the development of the practices required to fully exploit the capabilities of these new foundations.”

The Power of Pull

The Customer Network

Organization Website

ForumsIdeas

Tribal Knowledge

base

Blogs

Home BasePriority: 1, Time Budget: ~50%

OutpostsPriority: 2, Time Budget: ~40%

PassportsPriority: 3, Time Budget: ~10%

Your Company Listening Engine

Reputation Management

Blogs

Chat

Content Moderation & Monitoring

Blogs

Source: Bill Johnston

But none of this is possible for long if we don’t have the tools.

Some ideas you'll be seeing