Post on 20-Jan-2015
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December 6, 2012Hub Tag: #tech12 LM3
Maggie McGaryJoshua PaulJ im Storer
8 Habits of Highly Effective Online
Community Managers
Why Does Online Community
Management Matter?
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Why Does Online Community
Management Matter?
Who We Are
Services
• TheCR Network• TheCR Focus• TheCR Advisory• TheCR Research• Community Management
Training
Mission: Advancing the Business of Community
1. Champion: Advocate for the needs of community business owners
2. Educate: Provide support and resources for community & social business leaders
3. Curate: Aggregate, document, and share community management best practices
Rachel HappePrincipal and Co-Founder@rhappe
Leadership Team
Jim StorerPrincipal and Co-Founder@jimstorer
Member Organizations
Why Does Community Management Matter?
1. I f you bui ld i t , wi l l they come?
N o t e : Ac c o rd i n g t o o u r re s e a rc h ,
o rg a n i z a t i o n s w i t h c o m m u n i t y m a n a g e r s a re t w i c e a s l i ke l y t o
h a v e a n o p e n , s h a r i n g c u l t u re .
Why Does Community Management Matter?
2. Highly eff ect ive
communit ies depend on an
act ive community manager behind
the scenes.
Example: Why Does Community Management Matter?
Strategy: OK, let ’s get th is out of the way…
On i ts own, Facebook i s not a v iab le , long
term communi ty s t rategy for your
organ izat ion .
You must d ivers i fy.
Strategy: Find your community sweet spot
Your “sweet spot” for
communi ty i s a t the in tersect ion
o f your organ izat ion ’s goa ls and your
target member ’s needs &
in terests . http://www.healthyfoodfight.com/
Strategy: Do a deep dive member persona analys is
You can never spend too much t ime
gett ing know your members.
Strategy: Just get started
Don’t over-strategize. . . Communit ies take t ime to
bui ld and grow. Once you have a p lan, go!
Habit #1: Become obsess ive about knowing what makes your members t ick .
Leadership: We’re moving f rom contro l l ing…
1.C l o s e l y a l i g n e d w i t h o r g a n i z a t i o n a l r o l e s a n d a u t h o r i t y.
2.L i m i t s i n d i v i d u a l s t o d i s c r e t e s e t s o f r e s p o n s i b i l i t i e s .
3.C r e a t e s a c u l t u r e o f i n d i v i d u a l t u r f a n d “o w n e r s h i p . ”
Image from Dave Gray, The Connected Company.
…to emergent leadership.
1.L e a d e r s h i p i s e a r n e d .
2.E m e r g e n t l e a d e r s s e l f -a s s i g n r e s p o n s i b i l i t i e s a n d t a s k s .
3.E m e r g e n t l e a d e r s :
• Fr e e l y s h a r e v a l u e
• E n c o u r a g e , r e c o g n i z e a n d r e w a r d o t h e r s
• Pa r t n e r f o r s h a r e d w i n s
• M o d e l b e h a v i o rImage from Dave Gray, The Connected Company.
Jeff Schick: Example of an emergent leader
V P o f S o c i a l S o f t w a r e
a t I B M
Wr i t e s d a i l y b l o g p o s t s b a s e d o n a c o n t e n t
t e m p l a t e .
T h r e e b e n e fi t s : 1. A l i g n s t e a m a n d
p r i o r i t i e s2. E n a b l e s s e r e n d i p i t y3. I n c r e a s e s e m p a t h y
a n d r e s p e c t
WL Gore: Example of an emergent company
G o a l : P r o d u c t s a r e d e s i g n e d t o b e t h e h i g h e s t q u a l i t y i n t h e i r c l a s s a n d r e v o l u t i o n a r y i n t h e i r e ff e c t .
1. S i m p l e g o v e r n a n c e : n o t r a d i t i o n a l o r g a n i z a t i o n a l c h a r t s , n o c h a i n s o f c o m m a n d , n o r p r e d e t e r m i n e d c h a n n e l s o f c o m m u n i c a t i o n .
2. P u s h d e c i s i o n - m a k i n g a n d r e s p o n s i b i l i t y t o i n d i v i d u a l a g e n t s ( a s s o c i a t e s )
3. Fo c u s o n v e t t i n g n e w a g e n t s i n t h e s y s t e m r a t h e r t h a n m e a s u r i n g / fi x i n g o u t p u t s
R e s u l t s : $ 3 B i n a n n u a l s a l e s
Habit #2 : View soc ia l as a natura l extension of what you a l ready do offl ine.
Via E2 Conference on Flickr
Culture: …is a shared set of att i tudes, va lues, goals and pract ices that character izes an organizat ion.
Via http://gapingvoid.com/
Culture, l ike art , i s hard to descr ibe
Culture: Stor ies (and storyte l lers) weave the fabr ic of organizat ional cu l ture.
Habit #3: Sh i f t f rom a “ t ransac t i on” to a “re la t i onsh ip” based m indse t . Re la t i onsh ips
endure .
Community Management: Community platform is not a
community
Community Management: Identify supporters and support
them
http://www.flickr.com/photos/elwillo/4337007744/
Community Management: Reward participation
Community Management: Set structure but let conversations
fl ow
Habit #4:Continuously
Advocate to Have Resources Dedicated
To Community Management.
Content & Programming: Vital to the success of an online
community
Content & Programming: Drive direction of community with
content
Content & Programming: Association-driven vs. organic
Habit #5:Weave Community
Stuff Into Other Communications.
Policies & Governance: Defi ne expected culture
through rules
Policies & Governance: Risk is
part of community
Policies & Governance: Evaluate legal and ethical r isks and plan how
to handle
Habit #6:Be Hospitable to Members’ Online
Preferences
Online Community Tools
Creating Value: Discussions
Creating Value: Communities
Creating Value: Member/Expert Blogs
Keep Members Engaged: Email Engine
Keep Members Engaged: Email Alerts
Keep Members Engaged: Integrated Listserv
Files, Video, & Audio Libraries
Creating Value
Community & Events Mobile Apps
Keep Members Engaged
Finding People and Info
Creating Value
Content Management
Creating Value
Gamification
Keep Members Engaged
Surveys & Polls
Keeping Members Engaged
Habit #7:Balance Tools that Create Value and Tools that Create
Engagement.
Metrics & Measurement
Metrics & Measurement: What Can Your Measure?
Metrics & Measurement: Measuring the Right Things
• Visit to Login Ratio• Login to Post & Comment Ratio• Post to Comment Ratio• Login to Action Ratio• Members to Completed Profile Ratio
Examples of Metrics
Habit #8: Measure the Right Things and Make
Adjustments Often.
1. Become obsessive about knowing what makes your members tick.
2. View social as a natural extension of what you already do offline.
3. Shift from a “transaction” to a “relationship” based mindset.
Takeaways
4. Continuously Advocate to Have Resources Dedicated To Community Management.
5. Weave Community Stuff Into Other Communications.
6. Be Hospitable to Members’ Online Preferences.
Takeaways
7. Balance Tools that Create Value and Tools that Create Engagement.
8. Measure the Right Things and Make Adjustments Often.
Takeaways
• Maggie McGary (@maggielmcg)www.asha.org
• Jim Storer (@JimStorer)www.community-roundtable.com
• Josh Paul (@Joshua_D_Paul)www.socious.com
Questions