Community Management Social Media &

Corporate Social Responsibility Humanize your organization!!

 Margarita C. Perdomo

Co-Founder, Managing Partner & Communications Director AUREA FZC

UAE

           © 2011 Margarita C Perdomo 

‘Successful organizations are those that !

put the needs of the community!

above their own interests’ !                        Margarita C. P

Agenda

•  An insight into Community Management (CM)........ 4

•  Skills of the Community Manager……....................5

•  The 5 Cs of Community Management……............6

•  The scope of Community Management……............7

•  The Social Media press release……………….........8

•  Social Media Management process………………..…….........9

•  Building a CM strategy………..10 •  Corporate Social Responsibility & CM……………….....................11 •  Community Manager

responsibilities……………………12 •  A day in the life of a Community

Manager……………..…………..13 •  The winning formula……………14  

Skills of the Community manager (CM)

Excellent communicator & listener, able to empathize, assertive, understanding, team player & team leader, multi-tasking, moderator, able to reward, ‘always online’, trend setter/catcher, b r a n d a m b a s s a d o r / a d v o c a t e , diplomatic, a community activist,

transparent, creative, early adopter, a c c e s s i b l e , o p e n - m i n d e d , knowledgeable, organized, able to coordinate, credible, customer service driven, patient, curious, influential, persuasive , mature, a social reporter a n d a n i n n o v a t o r !

The 5 C’s of Community Management

COMMUNITY MANAGEMENT: -Community relations Strategy

-Identify audiences & objectives -monitor, engage & be

transparent -identify community influencers

SOCIAL MEDIA MARKETING: -social media audit

-engagement & sentiment -content & conversation

-moderation -foster collaborations (org &

community)

MARKETING & COMMUNICATIONS:

-Research & analysis

-Brand advocacy

-PR

-Event management

 CORPORATE SOCIAL

RESPONSIBILITY: -corporate reputation

-identify best practices/trends

& communicate them

-employee community work participation

CUSTOMER RELATIONSHIP

MANAGEMENT: -customer service

-be closer to audiences -know more about them -add value to their lives

BUSINESS DEVELOPMENT: -competitive analysis

-Business partnerships -R & D, circulate info internally

-networking

HR/ PROFESSIONAL DEVELOPMENT:

-internal social media -E-recruitment

-build internal team -staff training

CRISIS MANAGEMENT:

-minimize negative publicity

-engage with audiences

The future is now, bring the spirit of the

organization online!!

The scope of Community Management

The Social Media press release

Source: SHIFT Communica2ons 

Social Media Management Process

1.  Carry out a social media audit, an analysis of the current onl ine communications (exist ing presence in platforms, brand needs, community trends and what audiences care about) characteristics of target markets and past mistakes made.

2.  Based on social media audit outcome, create a Community Relations Strategy starting from the present position, set social media objectives, target audience, identify influencers, set community objectives, extent of engagement, reach, sentiment, interaction details, Key Performance Indicators (KIPs), benchmarks/ measurement tools and responsibilities by working along with the Communications Dept and in line with its Marketing plan.

3.  Set up the social media accounts that the

strategy recommends, delete underperforming accounts, build audience, increase visibility, encourage conversations/feedback, monitor reputation, create content, manage customer relations (CRM) and give internal social media training.

Building a CM Strategy

Corporate Social Responsibility & CM

Organization must take advantage of the conversations on Social Media Platforms and integrate Corporate Social Responsibility in the Community Management strategy as an extension of business ethics:

•  select those social best practices your organization is known for & tell the story.

•  listen to what people care about externally and bring it into the organization.

•  research potential opportunities for employees to participate in social responsibility community programs, coordinate participation & use the story as social media content for conversion.

‘Organizations have a role in society, to help people achieve their goals ‘  

Leading by example!

Community Manager responsibilities

• Social Media Audit • Come up with the Community Relations Strategy • Account setting • Internal Social media • Stay up to date with new social tools, practices & competitors’ strategies • Social journalism: provide content valuable to audiences • Analyze issues, patterns & trends. Translate them into feedback info for internal depts. • Develop relationships with audiences through monitoring, engaging, being transparent and driving positive sentiment • Integrate E-recruitment: coordinate with HR any recruitment opportunities through social media • Build alliances with experts to gain & share info • Create the Community Relations Guideline Manual of practices • Train employees to become brand ambassadors on social media • Measure results based on Key Performance Indicators/objectives • Manage Customer relationship: growing & maintaining audiences’ trust. • Perform Corporate Social Responsibility • Act as a Brand ambassador • Attend events planned by the organization & direct competitors • Network to foster alliances, partnerships & collaborations • Maximize any internal & external synergies • Create buzz, drive traffic and moderate conversations. Innovate.

A day in the life of a Community Manager

•  9.00: Check emails. Prioritize. Get up to date with News & trends.

•  10.00: Meet the Community team Discuss challenges, ideas, receive feedback.

•  10.30: customer service rounds: Assess community needs & interests; update social media accounts/blogs; create new content/write editorial for sites; post/answer questions; upload pics, videos and links; open discussions; get feedback. Translate feedback into data for internal depts.

•  13.00: Get in touch with the organization influencers/advocates. Recruit more! Obtain feedback & build up relationships.

•  14.00: Manage the organization’s Corporate Social Responsibility Program: share best practices with the online community.

•  15.00: Self Education: research new applications, software, tools, websites.

•  16.00: Internal Meeting with all Depts. (Marketing & Sales, R&D & IT ) to share information valuable for community planning & strategy.

•  17.00: Internal social media training and/or business development.

•  18.00: Final round of Community Management before the end of the day: customer service, moderation & mails.

•  18.30: Wrap up the day with Google Reader for community trends & related posts. Write notes on Community Management policies for Depts. and a to-do-list for next day.

Also important: •  Attending/participating in events as much

as possible. •  Networking out of the office •  Meeting people face-to-face •  Inspiring people & ♥ ing your job!  

Connecting online through Social Media

Connecting offline through supporting event management

Social responsibility

The CM winning Formula

Community Management