Transcript of Why Community Managers Won't Exist in 5 Years (and why that's a good thing)
- 1. Why Community Managers Wont Exist in 5 Years
(and why thats a good thing)
Evan Hamilton
Community Manager, UserVoice
- 2. Agenda
Current state of the Community Manager
Success stories
The manifesto
- 3. Customer Engagement is Established
- 4. Customer Engagement is Established
- 56% of Fortune 500 on Facebook
- 5. 60% on Twitter (35% more than 2009)
- 6. 79% of corporations doing social media
Data: http://www1.umassd.edu/cmr/studiesresearch/2010F500.pdf,
http://bit.ly/hbHWTk
- 7. Awesome, right?
(nope)
- 8. Community Managers are in danger
- 9. Community Managers are in danger
The Social Support Bubble
- 19% of customers feel that social support is just for show
- 10. A good experience on social media doesnt matter if your
customers have a bad experience elsewhere
- 11. ComcastCares only raised Comcasts ACSI score 5 points,
still 15 points below the average for their industry
Data: http://bit.ly/fMKtmC, http://bit.ly/eSmWbp,
http://bit.ly/hVSCIZ
- 12. Community Managers are in danger
Other Departments Have Discovered Social Media
Data:
http://twitter.com/#!/BurgerKing/status/31019054902804482
- 13. Community Managers are in danger
We Have No Home
- Social Media initiatives report to many different places
- 14. Nobody is protecting us
Data: Altimeter -
http://www.slideshare.net/jeremiah_owyang/career-social-strategist
- 15. There is opportunity
- 16. There is opportunity
- Other Departments have discovered social media!
- 17. And we can be a resource
- 18. Social media strategies are still evolving
- 19. 82% long-term social media strategies are younger than 3
years, 52% younger than 2
- 20. Were not behind the curve yet
Data: Altimeter -
http://www.slideshare.net/jeremiah_owyang/career-social-strategist
- 21. What is our goal, then?
- 22. Nice Guy Marketing
Customer generation and retention through niceness.
- 23. Nice Guy Marketing
- Customer happiness is #1 priority
- 24. More budget spent on support than advertising
- 25. 75% of customers are return customers
- 26. Sales exceeding $1 billion in 2008
Data: http://adage.com/moy2008/article?article_id=131759,
http://about.zappos.com/sites/about.zappos.com/files/MasterMediaKit6.5.09.pdf
- 27. Nice Guy Marketing
- Free copies for open source, charities, high school students,
etc.
- 28. Transparent about revenue
- 29. Everyone blogs
- 30. $100k revenue in first 5 months
Data:
http://blogs.balsamiq.com/product/2008/11/14/hit-100000-in-revenue-time-to-start-looking-up/,
http://balsamiq.com/blogs
- 31. Nice Guy Marketing
- 40% customer support staff, 40% engineering & product, 20%
everything else
- 32. CEO spends time in their forums
- 33. Only 3.5% off each transaction
- 34. $400MM gross merchandise in 2010
Data: http://tcrn.ch/eMQAyW, http://on.wsj.com/gSZGvT
- 35. Exceptnone of this was because of a community
manager.
It was founders, co-founders, and the like.
Which is why we need to create a new position.
- 36. Chief Happiness Officer
A position dedicated to making sure all parts of the company are
focused on making customers happy.
- 37. Chief Happiness Officer
Must be a horizontal position
- CEOs dont just focus on marketing or product, neither should
we
- 38. We cant preach customer happiness from the cheap seats
- Chief Happiness Officer
Empower the whole organization
- You cant scale
- 39. Average of 3.1 social media employees in 1k-5k orgs
- 40. Siloed customer happiness is ineffective
- 41. See ComcastCares
- 42. Sometimes its the folks with the least power who have the
most opportunity to delight your customers
- 43. Nobody is protecting us
Data: Altimeter -
http://www.slideshare.net/jeremiah_owyang/career-social-strategist
- 44. Chief Happiness Officer
Have metrics
- Team with the BI department
- 45. Use existing systems
- 46. Oliver Branchards Social Media ROI, Jeremiah Owyangs Social
Marketing Analytics
- 47. There are tools
- 48. Google Analytics tracking, Tweetreach, surveys
- 49. Will be easier once were not in the trenches
Data:
http://www.digitalbuzzblog.com/the-basics-of-social-media-roi-ppt-slideshare/,
http://bit.ly/gIJUUX
- 50. Chief Happiness Officer
Stop focusing on social media
- Social media was our way around roadblocks now we have to move
past it
- 51. Customers should be happy however they interact with
you
- 52. Zappos: The telephone is one of the best branding devices
out there
Data:
http://www.fastcompany.com/blog/alissa-walker/member-blog/tony-hsiehs-zapposcom
- 53. Chief Happiness Officer
Join early
- We should be the 3rd employee
- 54. Hard to change an organization after its set in its
ways
- 55. People are already doing this, like Jenna Langer from
LiveFyre
- Chief Happiness Officer
Work smarter, not harder
- Were all burning out
- 56. We need to stop fighting and start leading
- Chief Happiness Officer
Turn down job offers
- If youre not going to get the power and freedom you need to
make the company succeed, they dont deserve you
- 57. Letting you succeed is in the companys best interest
- 58. Taking a limited job now just means youll be miserable
later
- Go do it.
- 59. Thanks!
More rants: www.understandingyourcustomers.com
Me:
@evanhamilton on Twitter
evan@uservoice.com
- 60. Image credits
Billboard:
http://www.flickr.com/photos/tmray02/4474188424/in/photostream/
Dog & Cat:
http://www.flickr.com/photos/mofle/2088197145/in/photostream/
Cat & Bird:
http://www.flickr.com/photos/irenewn/2263552045/in/photostream/
Note:
http://www.flickr.com/photos/75166820@N00/4568113/in/photostream/
Kittens:
http://www.flickr.com/photos/ferran-jorda/4460510626/in/photostream/
- 61. Licensing
This presentation is licensed under the Creative Commons
Attribution-NonCommercial-ShareAlike3.0 Unported(CC BY-NC-SA 3.0),
which means you should feel free to share it, use parts of it, and
remix it as long as a) youre not using it for commercial privileges
and b) whatever youre creating is licensed the same way. Because
sharing is awesome.