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Introducing
the
Community
Director
              Rachel Caggiano | @rcaggiano
               Ashley Hurst | @ashleyshurst
                        February 21, 2013
The Evolution of the
Community Manager




 2009               2010              2011                2012               2013
 “Looking for a     “Hottest Job in   “The concept of     “Community         “Community
 Second Career?     Marketing Might   community           management…h       managers are the
 Consider Being a   Just be the       management has      as become          most powerful
 Community          Community         become a hot        increasingly       group online”
 Manager.”          Manager.”         topic in the last   important in the
                                      year, driven by     rise of social
                                      more                media.”
                                      mainstream
                                      interest.”




                                                                                                2
Community Managers
are on the front lines


More than 50% of Twitter   Social interaction with                      Brand communities are
users expect brands to     customers is directly                        growing in importance and
respond within 2 hours.    impacting marketing                          having greater impact on
                           efficiency.                                  bottom line measures.
A single negative post
impacts consumer           74% of consumers rely on                     Nearly 300 corporate
decision-making as much    social networks to guide                     brands have more than
as five positive posts.    purchase decisions.                          1 million fans.




                                                Sources: http://blogs.hbr.org/cs/2012/12/turn_customer_care_into_social.html
                                        http://sproutsocial.com/insights/2011/11/social-networks-influence-buying-decisions/
                                                                             http://fanpagelist.com/category/corporate_brands
                                                                                                                         3
The job of the community manager
has evolved to a more senior
role…one that demands a specific set
of professional skills.

Introducing: the Community Director.
7 Skills of a
Community Director


Orchestra conductor of a „symphony of
content‟
Relationship manager

Brand voice expert

Crisis radar technician

Content & advertising targeting expert

Fan segmentation specialist

Performance analyst




                                         5
Orchestra Conductor
of Content



The Community Director         They know how to tap into     They also know how to
knows how to produce live,     content creators for rich     navigate internal halls of
responsive content. But        “peak content” like videos,   legal and public affairs to
rather than being the single   apps and webisodes that       swiftly produce timely, highly
source for content creation,   pull in a wide range of       relevant, often witty
they know how to inspire       valuable customer             responses to trending
and mobilize across the        interaction.                  memes.
enterprise to work with
various content creators.
Oreo




Oreo‟s brilliant, real-time
response to the Super Bowl
blackout – “you can still
dunk in the dark” –caught
fire and garnered more than
13K retweets…all due to a
“mission control” set up to
enable rapid collaboration,
content creation and
seamless execution.
Relationship Manager




The Community Director        They know when they are       The Community Director
manages the direct            having service problems.      understands how to move
relationships with            They must relate to a broad   an enraged customer to a
thousands, sometimes          range of fans and never       happily engaged one
millions of customers. They   lose their compassion or      through direct, speedy
know when these folks are     their cool.                   customer service.
enjoying the brand.
Zappos




The renowned company
culture and “customer first”
mentality is infused in all
social content and
communities, as they leverage
Pinterest for social shopping
and Twitter for first-class
customer service – securing
the brand a spot as an
industry leader.
Brand Voice Expert




The Community Director is      They agonize over defining    They understand how the
the living embodiment of the   it clearly so that all who    brand voice informs their
brand voice.                   manage the brand publically   content marketing strategy
                               will stay true to how the     and how their content allows
                               brand talks, looks and        that brand persona to shine
                               behaves.                      through and through.
Old Spice




Old Spice took its
playfulness to the next level
by engaging creatively with
other brands, like Taco Bell,
and celebrities, like Alyssa
Milano via tweets and video
responses.
Crisis Radar
Technician



While every brand               Brand‟s Facebook pages         The Community Director
ostensibly has a crisis plan    and Twitter handles have       must anticipate the worst,
in place and regularly trains   become a magnet for issues     but never over react.
its people to prevent major     and concerns. Which ones
crises, the Community           will become actual crises?
Director has their ear to the   This person not only detects
ground and can detect           all possible issues but also
whispers before anyone          evaluates how they evolve
else in the organization.       over time.
BP




Having learned a lot about
communicating with the public
around crisis-level issues, BP
recently used its Facebook
page to help coordinate
Hurricane Sandy-related
recovery efforts with the
Salvation Army in the New
Jersey and New York area.
Content + Targeting
Advertising Expert




 Staying on top of the latest   As the tools inside social
 developments from the top      networks like Facebook
 platforms and API partners,    become more sophisticated,
 the Community Director         the Community Director
 works tirelessly to play a     serves as an expert at
 key role in segmentation       complex targeting of content
 strategy and to know which     and advertising stories.
 types of content resonate
 with each set.
Tide




P&G‟s Tide brand took
advantage of Facebook‟s
Premium ads to target its
fans and friends of its fans
to draw attention to its role
in cleaning up after a
NASCAR racetrack fire. The
brand leveraged Facebook‟s
Reach Generator to ask
fans to create a caption for
a photo of the clean up.
Fan Segmentation
Specialist




Communities form around       New tools like Facebook‟s    The Community Director
affinities – passions and     CAT tool allow for a much    must use that data to attract
interests that bring people   deeper and more refined      the right fans, deliver the
together. The Community       look at brands‟ fan bases.   right content to important
Director knows which                                       affinity segments and grow
people matter to the                                       their use of social data to
business, and how to use                                   make a richer community
the right tools to find and                                experience for fan and
attract the right fans.                                    brand.
British Airways




 British Airways knew it
 needed to engage US and
 UK in different ways, and
 strategically used targeted
 tweets and the
 #HomeAdvantage hashtag
 to encourage British
 residents to stay in the
 country for last summer‟s
 London Games.
Performance Analyst




The Community Director         How much conversation did     They know how to distill true
listens, sets benchmarks on    we generate? Are we           KPIs from the litany of data
conversation engagement        getting more people talking   that everyone can measure
with content, sentiment, and   positively about our          and report. They are
other important metrics to     products and services?        discrete and thoughtful as to
measure the effectiveness      These are some of the         what they report against.
of any marketing campaign.     fundamental questions the     They have a strong POV
                               Community Director can        about which measurements
                               answer.                       matter to the business
                                                             goals.
Ford Explorer


                When Ford Motor Company
                chose to use Facebook to
                reveal the 2011 Explorer, it
                knew that sales impact was
                the KPI to track in order to
                show that more “likes” drove
                more sales. The launch
                generated 3,500 pre-orders
                for the vehicle five months
                before it even became
                available.
Connect with us




Rachel Caggiano                                  Ashley Hurst
Senior Vice President | Social@Ogilvy            Account Director | Social@Ogilvy

Email:      rachel.caggiano@ogilvy.com           Email:      ashley.hurst@ogilvy.com
Twitter:    @rcaggiano                           Twitter:    @ashleyshurst
Linkedin:   linkedin.com/rachelkennedycaggiano   Linkedin:   linkedin.com/ashleyshurst




                                                                                         20
Introducing The Community Director - The Community Manager has Evolved #CMGR

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Introducing The Community Director - The Community Manager has Evolved #CMGR

  • 1. Introducing the Community Director Rachel Caggiano | @rcaggiano Ashley Hurst | @ashleyshurst February 21, 2013
  • 2. The Evolution of the Community Manager 2009 2010 2011 2012 2013 “Looking for a “Hottest Job in “The concept of “Community “Community Second Career? Marketing Might community management…h managers are the Consider Being a Just be the management has as become most powerful Community Community become a hot increasingly group online” Manager.” Manager.” topic in the last important in the year, driven by rise of social more media.” mainstream interest.” 2
  • 3. Community Managers are on the front lines More than 50% of Twitter Social interaction with Brand communities are users expect brands to customers is directly growing in importance and respond within 2 hours. impacting marketing having greater impact on efficiency. bottom line measures. A single negative post impacts consumer 74% of consumers rely on Nearly 300 corporate decision-making as much social networks to guide brands have more than as five positive posts. purchase decisions. 1 million fans. Sources: http://blogs.hbr.org/cs/2012/12/turn_customer_care_into_social.html http://sproutsocial.com/insights/2011/11/social-networks-influence-buying-decisions/ http://fanpagelist.com/category/corporate_brands 3
  • 4. The job of the community manager has evolved to a more senior role…one that demands a specific set of professional skills. Introducing: the Community Director.
  • 5. 7 Skills of a Community Director Orchestra conductor of a „symphony of content‟ Relationship manager Brand voice expert Crisis radar technician Content & advertising targeting expert Fan segmentation specialist Performance analyst 5
  • 6. Orchestra Conductor of Content The Community Director They know how to tap into They also know how to knows how to produce live, content creators for rich navigate internal halls of responsive content. But “peak content” like videos, legal and public affairs to rather than being the single apps and webisodes that swiftly produce timely, highly source for content creation, pull in a wide range of relevant, often witty they know how to inspire valuable customer responses to trending and mobilize across the interaction. memes. enterprise to work with various content creators.
  • 7. Oreo Oreo‟s brilliant, real-time response to the Super Bowl blackout – “you can still dunk in the dark” –caught fire and garnered more than 13K retweets…all due to a “mission control” set up to enable rapid collaboration, content creation and seamless execution.
  • 8. Relationship Manager The Community Director They know when they are The Community Director manages the direct having service problems. understands how to move relationships with They must relate to a broad an enraged customer to a thousands, sometimes range of fans and never happily engaged one millions of customers. They lose their compassion or through direct, speedy know when these folks are their cool. customer service. enjoying the brand.
  • 9. Zappos The renowned company culture and “customer first” mentality is infused in all social content and communities, as they leverage Pinterest for social shopping and Twitter for first-class customer service – securing the brand a spot as an industry leader.
  • 10. Brand Voice Expert The Community Director is They agonize over defining They understand how the the living embodiment of the it clearly so that all who brand voice informs their brand voice. manage the brand publically content marketing strategy will stay true to how the and how their content allows brand talks, looks and that brand persona to shine behaves. through and through.
  • 11. Old Spice Old Spice took its playfulness to the next level by engaging creatively with other brands, like Taco Bell, and celebrities, like Alyssa Milano via tweets and video responses.
  • 12. Crisis Radar Technician While every brand Brand‟s Facebook pages The Community Director ostensibly has a crisis plan and Twitter handles have must anticipate the worst, in place and regularly trains become a magnet for issues but never over react. its people to prevent major and concerns. Which ones crises, the Community will become actual crises? Director has their ear to the This person not only detects ground and can detect all possible issues but also whispers before anyone evaluates how they evolve else in the organization. over time.
  • 13. BP Having learned a lot about communicating with the public around crisis-level issues, BP recently used its Facebook page to help coordinate Hurricane Sandy-related recovery efforts with the Salvation Army in the New Jersey and New York area.
  • 14. Content + Targeting Advertising Expert Staying on top of the latest As the tools inside social developments from the top networks like Facebook platforms and API partners, become more sophisticated, the Community Director the Community Director works tirelessly to play a serves as an expert at key role in segmentation complex targeting of content strategy and to know which and advertising stories. types of content resonate with each set.
  • 15. Tide P&G‟s Tide brand took advantage of Facebook‟s Premium ads to target its fans and friends of its fans to draw attention to its role in cleaning up after a NASCAR racetrack fire. The brand leveraged Facebook‟s Reach Generator to ask fans to create a caption for a photo of the clean up.
  • 16. Fan Segmentation Specialist Communities form around New tools like Facebook‟s The Community Director affinities – passions and CAT tool allow for a much must use that data to attract interests that bring people deeper and more refined the right fans, deliver the together. The Community look at brands‟ fan bases. right content to important Director knows which affinity segments and grow people matter to the their use of social data to business, and how to use make a richer community the right tools to find and experience for fan and attract the right fans. brand.
  • 17. British Airways British Airways knew it needed to engage US and UK in different ways, and strategically used targeted tweets and the #HomeAdvantage hashtag to encourage British residents to stay in the country for last summer‟s London Games.
  • 18. Performance Analyst The Community Director How much conversation did They know how to distill true listens, sets benchmarks on we generate? Are we KPIs from the litany of data conversation engagement getting more people talking that everyone can measure with content, sentiment, and positively about our and report. They are other important metrics to products and services? discrete and thoughtful as to measure the effectiveness These are some of the what they report against. of any marketing campaign. fundamental questions the They have a strong POV Community Director can about which measurements answer. matter to the business goals.
  • 19. Ford Explorer When Ford Motor Company chose to use Facebook to reveal the 2011 Explorer, it knew that sales impact was the KPI to track in order to show that more “likes” drove more sales. The launch generated 3,500 pre-orders for the vehicle five months before it even became available.
  • 20. Connect with us Rachel Caggiano Ashley Hurst Senior Vice President | Social@Ogilvy Account Director | Social@Ogilvy Email: rachel.caggiano@ogilvy.com Email: ashley.hurst@ogilvy.com Twitter: @rcaggiano Twitter: @ashleyshurst Linkedin: linkedin.com/rachelkennedycaggiano Linkedin: linkedin.com/ashleyshurst 20

Hinweis der Redaktion

  1. Social media has taught the world to tweet their troubles with brands, and conditioned them to get immediate feedback.Consumer Expectation: the Facebook community is an important outlet for customer care (social care), the community is all about getting greater ROI & marketing impact, B2B relationships are increasingly built via social communityAlt Description: We have taught the world to tweet about their troubles with brands. We must acknowledge that customer care via social channels is equally a marketing function – where we want to do everything possible to reduce the number of complaints and, ultimately, increase positive word of mouth. As new customers search for product or service information, they will find the good and the bad. Social Care, where brands listen to their customers and respond on the social channels they prefer, can not only solve problems and redeem reputation, it can show the world that brands “get it” and know how to walk the walk of “customer-first” behavior.
  2. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  3. On April 20, 2010, a fiery explosion ripped through the Deepwater Horizon oil rig located 50 miles off the Louisiana shoreline. Eleven people were killed, 17 others were injured and millions of gallons of oil were spilled into the Gulf of Mexico resulting in one of the worst environmental disasters ever encountered in the US. The oil flowed into the Gulf for 86 days, causing extensive damage to marine and wildlife habitats and crippling the Gulf tourism and fishing industries.Initially, BP was regarded as downplaying the incident. In early May, CEO Tony Hayward said "the Gulf of Mexico is a very big ocean. The amount of volume of oil and dispersant we are putting into it is tiny in relation to the total water volume.”In late May, Greenpeace activists in London scaled BP’s headquarters in St. James’ Square unfurling banners calling them ‘britishpolluters’and launched a widespread logo defacing contest. Across the country, thousands of people participated in protests at local BP gas stations. By late June, a “Boycott BP”Facebook page had gathered nearly 1 million fans and generated countless media stories. The parody @BPGlobalPRwas set up within months reaching 150K followers and tweeting things like “Catastrophe is a strong word. Let’s all agree to call it a whoopsiedaisy.”An early June Washington Post-ABC news poll found that 81 percent of the American public viewed the BP response negatively.BP hired Ogilvy Public Relations in late May to help create a social media presence for the crisis response. In a matter of hours, we set-up a live, 24 hour a day, global listening post, created commenting policies, approved response matrices, content calendars and set up pages on Facebook, Twitter, YouTube and Flickr. We prepared hourly listening reports and used the information from these reports to inform our content and response.
  4. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  5. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  6. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  7. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  8. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”
  9. Transcript pegged to animation: “DuPont uses listening to understand how people talk about Global Food Security. Clusters of conversations around affordability, availability and quality & safety emerged, and shaped the architecture of the Food Security Index. When DuPont saw that food waste conversations spiked in the summer of 2012, the Social@Ogilvy team optimized the conversation calendar to address the issue head on.”