Smwcmgrv01 140922174619-phpapp01
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The document discusses the differences between community managers and social media managers. Community managers focus on building relationships within communities and moderating user-generated content. Their key responsibilities include advocacy, moderation, and providing insights. Social media managers focus more on content strategy, security, and analyzing social media data and metrics. Their responsibilities center around content creation, assessing effectiveness, and ensuring security. The document also compares the platforms, tools, goals, and skills for each role.
Smwcmgrv01 140922174619-phpapp01
- 1. Community Manager vs. Social Media Manager #SMWCMGR What‘s The Difference?
- 2. Dan Spicer Community Lead, EMEA, Hootsuite @DanSpicer
- 3. • Community vs. Social Media • Roles and Responsibilities • Platforms and Tools • Goals and KPIs • Recruitment / Role Skills Agenda
- 4. ‘Community’ A social unit of any size that shares common values, behaviours and artifacts. *wikipedia
- 5. ‘Social Media’ The social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. *wikipedia
- 7. 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
- 8. Social Media Manager Community Manager? Who do we need?
- 10. Objective SettingSo, what’s The Difference…. RESPONSIBILITIES? TOOLS? KPIS?
- 12. 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
- 15. Moderation 2
- 16. Insights and Internal Advocacy3
- 18. Brand Ambassadors 200+ Hootups in 62 countries 600+ Ambassadors in 29 countries Supporting initiatives in 15+ languages
- 19. Objective SettingSocial Media Management Responsibilities
- 20. 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
- 21. How can social media help you accomplish business goals? 1
- 22. What’s being said about your brand? Who is saying it? Where are they saying it? 2
- 23. Curating and creating content3
- 24. of consumers say they will change their shopping behavior in response to social media content 85%
- 25. Platforms and Tools – Community Management COMMUNITY MANAGER 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.
- 26. Platforms and Tools – Social Media Management SOCIALMEDIA MANAGER 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?
- 28. What Do They Measure
- 29. 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**
- 30. 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
- 31. 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
- 32. 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
- 33. So What About Hiring For The Position?
- 34. Objective SettingThe 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
- 35. Objective SettingThe 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
- 36. Thank You! Dan Spicer, EMEA Community Lead, Hootsuite @DanSpicer @Hootsuite_UK http://blog.hootsuite.com