Community Manager

vs.

Social Media ManagerWhat‘s The Difference?

• 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 SettingSo 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 finds and

invites people to the

party, while community

welcomes them in and

keeps them entertained…

Objective SettingSo, what’s The Difference….

RESPONSIBILITIES? TOOLS? KPIS?

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 Setting1

Moderation 2

Insights and Internal Advocacy3

Brand Ambassadors

200+ Hootups in

62 countries

600+ Ambassadors in

29 countries

Supporting

initiatives in 15+languages

Objective SettingSocial Media Management Responsibilities

Objective SettingSocial 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 content3

Platforms and Tools – Community Management

CO

MM

UN

ITY

MA

NA

GE

R

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. categorization, badging, rewards etc.

- Responsive platform? Mobile functionality.

Platforms and Tools – Social Media Management

SO

CIA

L M

ED

IA

MA

NA

GE

R

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 SettingCommunity Manager vs Social Media Manager

Skills

• Communication

• Align with brand

personality &

culture

• Understanding of

human behavior

and motivations

• Relationship

building

• Conflict resolution

• Project

management

Attributes

• People person

• Empathy

• Self-awareness

• Adaptability

• Good judgment

• Enthusiasm

• Communication

• Listening

• Creativity

• Statistical analysis

• Public speaking

• Comfort with

technology

• Understanding of

social convergence

– owned, paid,

earned

• Passion

• Resourcefulness

• Conversational

• Operates with a

sense of urgency

• Seeks Input

• A Thick Skin

Skills Attributes

Source: Rachel Happe,

Community Roundtable

Thank You!Elizabeth Houston, Director, NA Enterprise

Community, Hootsuite

@elhoust

http://blog.hootsuite.com