Post on 12-Nov-2014
description
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