Содержание

Inside the Mind of a Community Manager .................................................................................................................... 0

5 Essential Traits for Community Managers ................................................................................................................ 2

10 Fundamental Tips for Social Media Community Managers ............................................................................. 3

The 2012 Community Manager Report .......................................................................................................................... 6

The State of Community Management report .............................................................................................................. 8

Inside the Mind of a Community Manager АВТОР: Andy Wibbels ДАТА ПУБЛИКАЦИИ: 24 января 2011 ИСТОЧНИК: http://blog.getsatisfaction.com/2011/01/24/community-manager/?view=socialstudies АННОТАЦИЯ: в представленной статье мозг комьюнити-менеджера условно разделен на несколько частей, которые отвечают за выполнение определенных функций.

Пиньята – по аналогу одноименной игры. «Его бьют палками, а он сыплет конфетами». Доктор – измеряет эмоциональную температуру сообщества, отслеживает удовлетворенность и вовлеченность в процесс его участников. Садовод – отслеживает хорошие идеи, отделяя их от «сорняков», поддерживает их при любой «температуре» сообщества. Вахтер – уделяет внимание «постояльцам» сообщества, решает различные индивидуальные вопросы. Чирлидер – анонсирует обновления, поддерживает и подбадривает членов сообщества. Регулировщик – отправляет вопросы от членов сообщества компетентным людям, организует обратную связь. Скульптор – из глыбы информационного шума выделяет красивые модели поведения. Борец со спамом – следит за спамом, применяет наказания к нарушителям. Эмпатия – отслеживает изменения настроения и отношения в социальных сетях относительно клиента, Социовод – является активным пользователем различных социальных сетей и форумов.

Community Manager

1

Community Manager

2

5 Essential Traits for Community Managers АВТОР: Stuart Foster ДАТА ПУБЛИКАЦИИ: 6 апреля 2009 ИСТОЧНИК: http://mashable.com/2009/04/06/community-manager/ АННОТАЦИЯ: в статье описываются пять основных черт комьюнити менеджера:

Любить свою работу; Продвигать других так же как самого себя; Расширять возможности и поддерживать сообщество; Обеспечивать прозрачность, неформальное общение и вовлечение участников; Обладать обширными знаниями о компании; Быть готовым ответить на любой вопрос участников сообщества.

Community manager is the new it position in social media. To establish hardcore communities of evangelists around your brand, you need to have one. However, what makes up a successful community manager? Every community manager must have their own style and idea about how to run things for their company, right?

Some basic tenets and rules apply regardless of the company. I spoke to some of the best in the business to get their thoughts on what makes a great community manager. I’ve narrowed it down to 5 essential traits.

1. Loving your job This is absolutely essential and cannot be faked with any amount of money, time and effort.

You have to absolutely love doing your job. Muhammad Saleem, community manager for Tip’d, recommends that you “Be incredibly

patient and approachable and never lose your cool, ever. Always start with the assumption that you’re wrong and the community member (or whoever else you’re in an exchange with) is right, and work from there onwards. Always have lines of communication open with your community as well as those outside your community (even competitors) and be available to chat/discuss/troubleshoot/resolve. Remember that the community always comes first, no matter what decision you’re trying to make. All decisions should be made with the community in mind. Ask yourself, how does this improve the community experience?”

Muhammad is able to put the community’s needs ahead of his own and maintain a calm and cool visage.

2. Ability to promote others as well as yourself It’s great to push content and provide awesome information about your company to your

community, but you need to provide more. Daniel Honigman of Tribune Interactive made this commitment from an MSM news

organization: “Linking to the Sun-Times and other sources right off the bat showed our readers and followers that we were doing things differently, that we’re willing to be good netizens. For a mainstream media organization to aggregate outside content in a non-bastardized way, that’s a huge step.”

This goes a long way in promoting more than just your corporate interests and fostering a trusting community in support of your company. It’s just common netiquette.

3. Ability to empower & support your community This is essential. You can’t use your newfound powers and access for evil (you can’t go

against the will of the people – some circumstances excluded). “…You’ve got to create VALUE and make people WANT to be a part of the community and

make them feel that they’re a part of something big and have that rapport spill over throughout all community members,” said Sonny Gill, a social media marketer.

This requires a time commitment. Amber Naslund of Radian6 elaborates, “Flexibility: this isn’t a 9-5 job, nor is it always a neat and tidy job description. That means being what your company

Community Manager

3

and community need you to be, when they need you. Sometimes it’s communicating, sometimes it’s listening, sometimes it’s strategy and sometimes it’s execution.”

4. Transparent, fun, and engaging personality The ability to be yourself in print, on TwitterTwitter reviews, and via other types of

communication is extremely important. Amber says it essentially comes down to people skills. “It’s about being yourself, yes, but it’s also about fostering relationships between other people. You also need some good relationship/biz development skills (NOT hard sales) because you’re often the first face of a company, either online or in person. You need to really thrive on connecting with people. The passion really matters.”

Amber came at this from a background that may not have looked exactly like that of a typical community manager, but the same traits were there. Amber’s “background is a blend of nonprofit fundraising, business development, client services, and marketing (B2B). I took a bit of a non-traditional path, but the undercurrent to all of those positions was relationship building in order to drive business. The social tools are just the mechanisms; the most important part is being passionate about stripping out all the broken ideas about impersonal communications and getting back to the idea of humans as the basis for good business. Social communications feel like the ‘home’ to me that I’ve always wanted in my job – the part of customer service and communication that always felt good and not so contrived.”

It doesn’t really matter where you come from, as long as the same morals, attitudes and desires remain the same.

5. Extensive knowledge about the company Be able to answer any question, concern, or thought directed your way. Get your CEO into

the mix. Daniel Honigman ran into this problem when trying to gain access to the Tribune’s

management: “I was extraordinarily lucky when I started out at the Chicago Tribune by having access to folks at all levels of the newsroom. However, you still need to make inroads with different departments and levels – groups that may traditionally be siloed – in order to get your job done quickly. You’ll find that as a result, internal communication will improve dramatically. And you can serve customer needs a hell of a lot quicker.”

Often you will need to break down cultures ingrained within your corporation’s DNA and this can’t happen without a buy-in from management.

Amber Naslund added, “Sometimes, you just have to shut up and realize you’re not the one with the answers. You need to have first-hand knowledge of what’s happening in your company to communicate that to customers and you need to shepherd information and insights back from your customers to your company. Sometimes the best person to provide an answer isn’t you, but you can help connect and put the right people in touch to make sure their experience with your company is always a good one. You’re more often the means than the end.”

Community management is a delicate balance; you need to be able to serve both your company’s needs and those of your company’s community. A lot of trust, respect and responsibility comes with being the voice for your brand. It’s a lot of power, but if you use it wisely it could be a boon for your company and your community.

10 Fundamental Tips for Social Media Community Managers АВТОР: Corey Eridon ДАТА ПУБЛИКАЦИИ: 26 декабря 2011 ИСТОЧНИК: http://blog.hubspot.com/blog/tabid/6307/bid/29354/10-Fundamental-Tips-for-Social-Media-Community-Managers.aspx АННОТАЦИЯ: в статье описываются основные советы комьюнити-менеджеру:

«Рыбачить, там где рыба» Выявлять активных пользователей и делегировать им свои функции,

наделять их функциями модераторов Не заигрываться «в фаворитов»

Community Manager

4

Говорить «простите» Сохранять спокойствие Помнить о правиле 2 % Уметь предвидеть общие вопросы и знать свой продукт изнутри и снаружи Не забывать о E-mail Проводить Offline мероприятия Помнить, что восприятие личности происходит через учетные записи

Community managers are becoming an increasingly important role for all types of businesses, and we're seeing the role appear everywhere from tech startups to major corporate brands. Most commonly, community managers are responsible for engaging current and potential customers via social media and growing vibrant, enthusiastic communities around their products and services. Some community managers even facilitate conversations in private online forums, work with internal company intranets, and act as customer support.

Community managers must strike a balance. Externally, community managers are the voices of their brands in social media, serving as social media strategists, customer service managers, content creators, product managers, and evangelists. Internally, they are the voice of their communities at their own companies. Community managers bring the conversations they have with community members to the forefront of marketing, customer service, and product discussions, epitomizing the value and function of a social business.

Because community manager jobs vary at each company, there is no one magic bullet to make a community management program work. But with more and more community manager jobs showing up every day, here are some tips for new or aspiring community managers or those who think they could benefit from a community management function in their marketing department.

1. Fish Where the Fish Are When it comes to social media, it’s very easy to get caught up in tactics. It’s important to

establish and monitor your presence on Facebook, Twitter, LinkedIn, Google+, and YouTube, but for goodness' sake, you're only human! Prioritize based on what drives the most ROI. Whether that's blogs, tweetups, in-person conferences, or new social media platforms, spend your time where your community spends theirs.

2. Identify and Delegate to Your Power Users Identify your most engaged community members and top influencers, and leverage their

voice by offering them guest blog spots, curating their own content in a news round-up, re-sharing it in some other capacity, or offering them a position as a community moderator in your forum.

3. …But Don’t Play Favorites Too Much Loyal community members are great resources; they are the first people to provide

feedback, share your content, refer you to others, and even stick up for you. But make sure to keep an even playing field for new, quieter community members. Each new commenter, forum member, tweeter, and group member matters. Challenge yourself and get a unique perspective by engaging with them, too. It’s your job to build a community, not a clique of power users who make your job easy and build resentment among other members.

4. Say “I’m Sorry.” Community managers are typically the ones running Twitter and Facebook accounts and

will also be the ones responding to complaints. That means you have to learn how to say you're sorry. Not, "I'm sorry for any inconvenience this may have caused." That's total baloney. If your service isn’t working and a community member is angry enough to go ranting about it on Twitter, you've definitely caused an inconvenience. Speak in first person with genuine emotion like you would to someone in real life.

5. Stay Calm and Maintain Perspective

Community Manager

5

It’s natural to get frustrated or stressed out on busy days when responding to complaints online or answering a lot of questions. Breathe. It's just the internet.

Plus, your biggest critics can turn into your biggest fans if you successfully and swiftly resolve their problems. Those that take the time to offer negative feedback will also often take the time to be your advocate.

6. ...But Remember the 2% Rule The 2% rule states, ever so scientifically, that there's always going to be a chunk of

naysayers in any group. No matter what you do, these people are just going to be, well, jerks. For an easy example, go take a look at the comments section of a blog or news site. There's always a handful of people that are irrational and not really looking to contribute to productive discussion. You can do your best to turn these negative people, but don't beat yourself up over it and let a few bad apples spoil the bunch.

7. Anticipate Common Questions and Know Your Product Inside and Out Answering questions about your product or service through social media or email will

probably be a major part of your job. Be prepared ahead of time. This is especially important if you work in a regulated industry in which you may need your tweets or Facebook communication to have prior approval. Go over common questions with your product or support team to make sure you have your answers (including your 140-character ones) accurate. You can also create FAQs and step-by-step guides to link to, which will cut down on hand holding time and repeat questions.

8. Don’t Forget About Email Email may seem old-school compared to sexier tools like social media, but remember,

every single social media user has an email address! Email is the glue that makes social media stick, and if you offer helpful content with an email newsletter or product digest, it can be a great way to keep community members engaged.

9. Engage Offline Even with the ability to have global, online communities, community building starts at

home. Use meetups to connect with your local audience. These events can inspire evangelists who will vouch for you as they get to know you better as a local company, and as they get to know you face-to-face. Those people are most certainly connected to a larger, global network through social media. This is where your first network of power users can stem from.

10. Your Social Media Accounts Are No Longer Your Own, But Your Time Is As the face of your brand online, people will inevitably identify you as the community

manager for that company. The number of Twitter followers you have may grow, and you may begin to get more Facebook and LinkedIn requests from people you don’t personally know from real life. Even if you put "Tweets are my own" in your Twitter bio, people see your thoughts aligned with your company.

Be who you are and represent yourself online as someone you are proud of. Have a rant you really really really want to post? We've all been there. But remember that we tend to regret the rants we do post on social media, not the things we don't.

Maintaining a healthy personal and professional balance is tricky, but take control of your experience on social media and don’t stop enjoying it. Use Twitter lists, Facebook lists and filters. Own your privacy, your time, your news feed, and your personal network.

Community Manager

6

The 2012 Community Manager Report АВТОР: Jason Keath ДАТА ПУБЛИКАЦИИ: 23 января 2012 ИСТОЧНИК: http://socialfresh.com/community-manager-report-2012/ АННОТАЦИЯ: доклад по итогам очередного ежегодного съезда КМ, в котором отражены основные черты современного КМ, его поло-возрастные характеристики и особенности работы

1. Обеспечение наполнения контента является основной задачей КМ 2. КМ мужского пола работают эффективнее КМ женского пола 3. КМ наиболее востребованы в компаниях, работающих в области разработки ПО 4. Средний возраст КМ 30 лет 5. КМ в возрасте от 31 до 40 приносят большую прибыль 6. Большинство КМ считают самой продуктивной платформой для работы

социальную сеть Facebook

Every 4th Monday of January social media professionals gather around their warm, cozy monitors to toast Starbucks and sing viral video carols — all to celebrate Community Manager Appreciation Day. Today marks the third annual celebration of the day, started in 2010 by Jeremiah Owyang.

The community manager is the most popular role among social media teams (according to Altimeter). It has emerged as the main public face of the social media efforts for most companies. Some companies choose to use junior level employees to manage their online communities, while others commit large teams with hierarchies to the task.

Last year, Social Fresh launched our first Community Manager report. And this year we have gathered even more data from twice as many community managers.

We put together the below infographic to give you a taste of where the community manager role stands. And for an even deeper dive into the data keep scrolling for the white paper.

Infographic and white paper can be shared anywhere with a link back to this page. Thanks to The Community Roundtable, The Community Manager, and all those who helped

distribute the Community Manager Report survey.

We had a lot more data this year than we knew what to do with in an infographic. To share all the great data, we put together the below white paper. Here are some of the highlights from the data that is included:

Content is the most time intensive task for community managers Male community managers make more than female community managers Software companies were the most likely to have a community manager The average age of a community manager was 30 years old Community managers age 31-40 made the most money More community managers see success on Facebook (52%) than any other platform Community managers, surprisingly, spend more time on content creation than any other task New York City is the top city for community managers, almost 1 in 5 1 out of every 3 community managers works on the agency side

Community Manager

7

Community Manager

8

The State of Community Management report АВТОР: по материалам авторов сообщений на конференции The Community Roundtable (TheCR) ДАТА ПУБЛИКАЦИИ: March 2011 ИСТОЧНИК: http://www.slideshare.net/rhappe/the-2011-state-of-community-management; http://community-roundtable.com/ По материалам конференции The Community Roundtable (TheCR), посвященной проблеме управления сообществами, ежегодно публикуется доклад, содержащий основные результаты дискуссий экспертов и практиков в данной области. Доклад, предложенный вашему вниманию, является результатом обобщения основных идей, представленных участниками TheCR, на основе модели зрелости сообщества (Community Maturity Model).

Community Maturity Model We developed the Community Maturity Model as a way of organizing and making sense of the issues, associated competencies, and information relevant to community management expertise. It aligns on two axes: competencies and maturity levels.

Four stages of maturity:

Stage 1: Hierarchy – no use of social technology or community structures; information is shared one-to-one or one-to-many Stage 2: Emergent Community – ad hoc, experimental, or pilot use of social and community tools and/or processes; pockets of individuals are starting to experiment with many-to-many communications. Stage 3: Community – explicitly chartered, funded, and staffed social or community initiatives resulting in measurable business outcomes; successful many-to-many communications environments existing for a variety of different constituent groups. Stage 4: Network – a corporate strategy driven by a networked market perspective; suggests integration between employee, customer, partner, and even competitor constituencies – and that the company focuses on the strength of these relationships as the foundation of its corporate strategy. These stages refer primarily to the information and relationship environment of an organization. The Community Maturity Model can be used as: A framework to set expectations for both community managers and stakeholders across an organization A tool to execute an enterprise performance gap analysis A model of community management’s cross-functional nature

Community Manager

9

A taxonomy for organizing best practices, examples, templates, and tools A roadmap for organizational planning The Community Management Community management is evolving and changing as more organizations understand how to use networked structures to execute efficiently on business goals. At its most strategic, community management is about changing the how costs and values are accrued by your organization and delivered to the market and in so doing, changing the business model. The best emerging leadership in community management are individuals who understand the following: 1. Human behavior and motivations 2. The community management discipline 3. Business 4. Their organization These individuals tend to be senior managers, directors, or VP level professionals –individuals with enough experience that they have a firm understanding of their orga-nization’s culture, priorities, and limitations; the relationships internally to make change happen; experience managing people; and a solid understanding of social tools and methodologies. As social business initiatives grow, these leaders head up teams of community managers – some focused on relationships, some on content or programming, some on analytics and measurement, some on technology, and others on strategy or innovation. Few people may actually hold the title ‘community manager’ yet more people need to understand the discipline. At a high-level community management is the discipline of ensuring productive communities and it includes the following responsibilities: Define ideal scope, desired outcomes, and necessary boundaries Ensure participants receive more value then they contribute Promote, encourage, and reward productive behaviors Discourage and limit destructive behaviors Facilitate constructive disagreement and conflict Advocate for the community and its members Monitor, measure, and report Marshal internal advocates, resources, & support Manage tools and member experience Depending on the purpose, size, and strategic importance of the community initiative, these responsibilities can be handled by one or a large team of people.

Key takeaways for Comuunity Managers to use Promoting Engagement & Productivity Best practices for increasing external community engagement Best practices for increasing internal community engagement It’s counterintuitive but do not jump in and automatically answer questions or help out Conflict is not necessarily negative Constructive conflict is required to innovate Members add value in a variety of ways Consider “The 5 C’s of Community” in order to provide value (content, context, connectivity, continuity and collaboration) Communities form around shared interests and participants seek value from them. The five steps towards community engagement : assess community needs and interests, develop rules of engagement, identify managers that are right for your community, establish internal and external practices, train, equip and deploy Best practices for creating community engagement Bring humor into your community because it fosters relationships

Community Manager

10

It is imperative that you know your audience and/or who you are talking to in order to determine if he/she can handle the humor Be aware that people react very intensely to being shut down too hard One way to find out the tolerance level of your community is to offer polls on videos, etc. Meeting face-to-face changes things Some people and communities are not naturally funny In an incident where someone misconstrues something that someone else has said, everyone becomes really intense for a while and concerned with how and what they say. Consider hosting local F2F events When marketing budgets are tight, piggy back on another large event that caters to your audience Partner with other relevant companies to help share the cost of the local events Manage Facebook and Twitter as separate communities How to get subject matters to contribute to community Involving vocal dissenters of the community in decision-making can be a positive way to channel their energy, but it can backfire, too

Manage Boundaries Set expectations Ways to Set Expectations: A) Have moderation staff available 24/7 in shifts where possible if the community is active around the clock; B) Try not to post in the forum on off hours; C) implement automation where possible; D) encourage forum members to help others. When building a new community, it is critically important to set the availability expectations with customers upfront. Dealing with conflict Asking members to contribute to the formation of the guidelines helps them abide by these guidelines and creates a sense of ownership. Include the community in determining consequences Recognize that some comments are intended to incite Place a phone call to an individual who exhibits inappropriate behavior It’s ok to delete or moderate comments that are an attack Sometimes a situation can easily be diffused by responding to the individual calmly and rationally In a community’s rules of engagement Consider using war-gaming communications options before contentious responses are made public. Recognize that often times, people who enjoy creating conflict online are simply looking for attention. In the experience of the members who work in professional communities, the behavior generally remains professional. Beware of the truly disturbed individuals Understand that the moderation services required will be dependent upon where you are in the life cycle of that online community. An essential moderation tool to have in place is one that has the ability to suspend a member’s account for policy violations Set the tone of your community If allowing any type of self-moderation, ensure that the proper tools and processes are in place to report any violations Understand the differences between pre- and post-moderation and how they are best used within different types of communities. Be very aware of COPPA compliance, particularly if your audience is the 13 and under crowd. Publishing platforms are available that can automatically offer post-moderation posting after a few acceptable posts

Community Manager

11

Step in the minute the discussion becomes malicious in nature Not every rant from a member is reflective of your brand or personal interactions. Active participation in your online community means you don’t want to be the bad guy Understand Human Behavior & Dynamics The four motivations behind giving and sharing: altruism, enjoyment, status seeking and reputation seeking Understand the prime lever or motivator within the community . Understand lurkers by understanding why members choose to belong to the community.inadvertently fostering disengagement Ideas to encourage engagement : A) create a guide showing members how to increase their status and reputation; B) Show how someone contributing to the community compares to others in the community but do so cautiously as it can spur increased participation, but can also be a turn off if handled wrong. Consider the use of a point system to assist members with building their reputation and status if these elements are present in the motivation of the community. For some people, contributing to online communities is a way to build their reputation via altruism Be careful with reward systems as people will try to game the system if it is too easy to discern A “networker” persona in the community will gain enjoyment from helping members meet each other Workflow and Communications Tactics The social space is about personal connections It’s ok and often best to jump channels The social media space is about personal connections Engage “super users” to assist others in your community If using Twitter for a support channel, follow everyone who follows you back (except for clear spammers) Avoid talking politics at all cost in a business context Become a storyteller Promote Community Leadership Create Ambassador Programming In communities that consist of a majority of volunteer moderators, these individuals need to be managed, guided, trained and nurtured. Beware that not all supportive, active and valuable members of the community make good leaders/moderators (they may lack the required people skills) – find other appropriate roles from them to fill. Evangelism and Internal Culture Change Don’t underestimate the importance of senior level support for any social initiative The use of social media can change the culture of an organization and add more emphasis on being customer-centric. Schedule regular brown bag lunches or show and tells that help others understand social tools and the organization’s social initiatives. Regularly offer one-on-one coaching sessions on technologies for senior managers and executives who may not feel comfortable learning in a group setting Create a monthly report of your activity and send to key stakeholders Take the time to endorse other community managers who have helped you by sending an email to that community manager’s boss

Community Manager

12

Managing the Role of Community Manager Community management can be an all-consuming job . Help others in the organization to understand the community manager role, particularly as it relates to the amount of time required to fit in all the needed tasks in a day many of which are hidden. Consider “chunking out blocks of time” or adding tasks to your calendar, i.e. setting aside an hour to blog or attend to a personal matter. Society is in transition in terms of the way we work and this is particularly true of people in community management positions. Skills, Experience, & Attributes of Community Managers Understand the difference between expertise and attributes when hiring for community management. Tactics for interviewing Go with your gut When hiring for customer service, community management, or social media, asking “What do you think is wrong with us?” is a powerful question. Culture is key Look everywhere Understand the advantages and disadvantages of hiring young Hire for diversity Consider hiring from the community, but beware Hiring from within the company can be advantageous No free lunch Can community management be done part-time