community management playbook

Download Community Management Playbook

Post on 11-Aug-2014




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Online communities have taken hold among businesses, to connect employees, customers and partners. However, community management as a profession is largely misunderstood and inadequately resourced. We created this book to raise the literacy level among businesses on what community managers actually do, and for community managers to have a trusted guide in their daily jobs. This guide addresses at a high level the strategy, design and everyday execution of a successful and healthy community.


  • Community Playbook A comprehensive guide to community strategy, design and execution.Created with love by the Yammer community team forcommunity managers and businesses they support.
  • What is community?Community is a group of people with unique shared values, behaviors and artifacts. - The Community Roundtable
  • External community ecosystem has business benefits Customer and partner advocacy Richer customer Top line experience growth Greater visibility, Customer Bottom line richer stories growth partnerships Better Market decisions relevance Best practices evolution
  • Internal (employee) communities make companies more adaptable Engaged employees Stronger Business innovation transformation High Business Better performing agility communication teams Employee Market advocacy relevance Better customer experience
  • But.. communities arent yet strategic Value hard to quantify Lack of resources Unhealthy communities Poor ROI
  • When done right, they have tangible benefits membership in employee community customer community makes better burgers increases spending by 19% Source: University of Michigan collaboration with stores in shopping largely untapped centers opportunity in social $1.3 Trillion! Source: McKinsey
  • These benefits are achievable but without proper planning andresources, your community may not reach its potential; even worse, it may backfire.
  • Potential risks without active and strategic community management 1. Lack of supporting resources: people, technology, finances 2. Low engagement; vocal minority drowns out the community 3. Negativity: can be cultural or ongoing, driven by culture or bad fit, habitual trolling. May be situational or temporary negativity. 4. Content sprawl: Too many resources across too many spaces can feel confusing and daunting to members 5. Lack of direction: People dont know what to do when they get into the community or why its relevant to them For more pitfalls, check out the Community Roundtable
  • What do we do now?
  • Communitymanagers: you mustelevate communitybuilding as astrategic discipline
  • Strategic CM Cultural foundation Community design Day to day What a community is What a community Engine that mobilizes and isnt empowers, gives people what they A marketing, broadcast or one-way need, speeds up your business and communications channel helps you make better decisions
  • Strategic CM Cultural foundation Community design Day to day A community strategist is an individual who has tacit or explicit authority to define enterprise-wide standards for social media and community engagement. This includes approaches to strategy, leadership, culture, community management, content and programming, measurement, policies / governance and tools. - The Community Roundtable
  • Strategic CM Cultural foundation Community design Day to day Community managers strategic goal: Facilitate an environment where members work together to build shared outcomes, driven by a common vision
  • Strategic CM Cultural foundation Community design Day to day Role of a community managerA CM facilitates this kind of environment by: Building an environment of trust to convert tacit knowledge into shared artifacts Being a cheerleader, anthropologist, connector, leader, detective, conductor Giving people a voice, inspiring and mobilizing to act Curating stories and celebrating members success Handling negative situations Upholding the communitys mission and vision; builds community WITH community Educating, paying it forward, nurturing community Ambassadors Collaborating internally, getting support for initiatives and removing roadblocks
  • Strategic CM Cultural foundation Community design Day to day Internal Communities External Communities Internal hierarchies and politics come Bridge gap between company and into focus external stakeholders Need to help teams and business Help stakeholders meet each other & units think through use cases form a working relationship Internal and external communities possess some differences, but behavioral foundations are very similar
  • Strategic CM Cultural foundation Community design Day to day The community manager mindset HEART BRAIN COURAGE Empathetic Well-connected Tactful and diplomatic Passionate Has credibility Confident and shrewd Inspired by people Understands existing politician Inspires others to act business process Creates structure without Patient Industry and market stifling Approachable expertise Can make difficult decisions Honest, transparent
  • Examine cultureas the foundationto community
  • Strategic CM Cultural foundation Community design Day to day Culture Community Communitys health (internally and externally) is a manifestation of companysculture. Being open magnifies the good and the bad; culture can enable or hurt community efforts. Community orientation can help shape culture.
  • Strategic CM Cultural foundation Community design Day to dayTo be effective externally, get your house in order! Engaged employees Engaged customers 37% Engaged employees drive customer 3x more likely to stay with more likely to engagement their employer recommend product Source: Constellation Research Source: Gallup Source: Constellation Research Engaged companies However, Engaged and informed employees are a source of knowledge 5x 71% higher shareholder of employees are return unengaged Source: Dachis Group Source: Kenexa Source: Gallup
  • Strategic CM Cultural foundation Community design Day to day Strive for community-centric cultureComfortable Honesty fromwith working leaders out loudCollaborative Mutual trust & & open accountability Hierarchy Aligns to higherdoesnt define purpose, the flow of why informationTransparency Ability to communicate without fear ofAuthenticity retribution

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