1. Session: The Community Manager
Certificate Program
Community Manager
The Most Important Role You’ve Never Heard Of
Speakers:
Jim Storer – The Community Roundtable
Kathy Baughman – ComBlu
Kathy Baughman – ComBlu

2. More About Jim
Jim Storer
Principal and Co-founder
The Community Roundtable
@jimstorer
@TheCR
2

3. More About Kathy
Kathy Baughman
Principal and Co-founder
ComBlu
@ComBlu
Lumenatti.comblu.com
3

4. Session Agenda
• Brief Overview of Certificate Program
• Need for the program
• What is community management
• Community management best practices
• Introducing the first course work
• Questions and Discussion
4

5. The Community Management
Certificate Program

6. Community Manager Certificate Program
• Co-developed by WOMMA, The Community Roundtable and ComBlu
• As brands add community to marketing mix, there’s an increase in
the need for skilled and experienced community managers:
– Very few people with expertise
– Need to either:
» Find someone who knows the business and teach them
community management skills
» Recruit someone who knows community but does not have
product or brand expertise
6

7. Community Management Certificate Content
Roles
Member Relations Growth
Engagement Measurement
Content Moderation
Reputation Management Off-site Integration
7

8. Why is the Certificate Program
Important?

9. Community Maturity Model TM
Stage 1 Stage 2 Stage 3 Stage 4
Hierarchy Emergent Community Networked
Community
Strategy Familiarize & listen Participate Build Integrate
Leadership Command & Collaborative Distributed
Consensus
control
Culture Reactive Contributive Emergent Activist
Community Defined roles & Integrated roles &
None Informal
Management processes processes
Content & Formal & Some UGC Community Integrated formal
Programming structured created content & user-generated
Policies & No guidelines for Restrictive social Flexible social Inclusive
Governance UGC media policies media policies
Consumer tools Consumer & self- Mix of consumer & ‘Social’ functionality is
Tools used by individuals service tools enterprise tools integrated
Metrics & Activities & Behaviors &
Measurement Anecdotal Basic activities
content outcomes
9

10. Case Study: Community Manager Growth
Company A
50
40
Company A = 2008, B2C, Customer Support
Company B = 2009, B2B, Evangelism/Support
30 Company C = 2009, B2C, Private Client Support
20
10 Company B
Company C
0
2005 2006 2007 2008 2009 2010 2011 2012
10

11. Case Study: Community Manager Growth
Company A
50
40
Demand for CM expertise depends on
maturity, segment, application and industry
30
20
Company B
10
Company C
0
2005 2006 2007 2008 2009 2010 2011 2012
11

12. Supply and Demand for Community Managers
?
Demand
We expect demand for CM expertise
will outstrip supply for the
foreseeable future.
Supply
0
2008 2009 2010 2011 2012 2013 2014 2015
12

13. What is Community Management?

14. Community Management is the Discipline of
Ensuring Productive Communities
Responsibilities
• Define scope, ideal outcomes and boundaries
• Ensure participants receive more value than 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 and support
• Manage tools and member experience
14

15. What is Community Management?
Visible Behind the Scenes
• Managing content (publishing, • Back-channeling with members to
curating, tagging) encourage participation
– Updates
• Building relationships with key
– Blog posts
members
– e-books/white papers
– Pictures • Taking issues offline
– Videos • Working with internal advocates to
– Podcasts plan mutually beneficial
• Managing events programming
• Welcoming new members • Planning programming/campaign
• Participating judiciously in calendar
conversations • Collaborating internally
• Reaching out to third party • Managing technology issues
influencers, partners, media • Communicating value and benefits
• Communicating changes to policies, of community internally
tools, programming, etc.
15

16. What Makes a Good Community
Manager?
Skills Attributes
• Communication • Love of people
• Ability to match brand’s • Judgment
personality • Tempered enthusiasm
• Understanding of human • Empathy
behavior/motivations • Adaptability
• Relationship building • Self-awareness
• Conflict resolution
• Project management
• Moderate technical aptitude
16

17. What are the Risks of Not Having
Community Management?

18. Community: Measurable But Not Direct
Community Manager’s Dream Scenario: More Typical Community Scenario:
Positive return takes time, but growth (and Early ROI and moderate success.
return) is eventually exponential.
How do we get to this scenario?
“Shiny Object” Scenario:
Early and steady ROI suggests to leaders “we’re successful” and
resources are allocated to the next shiny object. Tough to recover.
Investment
18

19. Example: Community Management
19

20. Ghost Town
20
http://www.flickr.com/photos/jcolivera/2809988605/

21. Land of 1,000 Flowers
21
http://www.flickr.com/photos/pedjap/74410434/

22. Drama Central
22
http://www.flickr.com/photos/thomasfordmemoriallibrary/3467799183/

23. A Circling Storm
23
http://www.flickr.com/photos/gordontarpley/1481380410/

24. A Clique
http://www.flickr.com/photos/swirlingthoughts/162016762/ 24

25. How are Online Communities Performing?

26. State of Online
Branded Communities
Third Annual Study
November 2011
Sponsored by ComBlu
26

27. Overall Report Stats
• Three more industries
– Enterprise Resource
Planning (ERP) is net-new
– Divided insurance and
healthcare into sub-
industries
• 14 more companies than last
year
• Joined 10 more communities
27

28. Community Pillar Breakdown
75% = Advocacy
20% = Feedback
33% = Support
Note: Many communities had multiple pillars, so sum will not equal the
total number of communities.
28

29. Study Aha’s
Surprises
• No huge gains year over year in best practice adoption
– Fundamental changes to study sample
– Community management is a difficult skill set to find
– High Performers (42 or more points) stayed flat at 33%
• Content practices not as high as expected
– Only two had over 90% adoption (featured content and content aggregation)
– User reviews (most closely associated with VOC) dropped from 54% to 27%
Good News
• Engagement tools increased from 76% to 96%
– Much better job of matching mission and engagement approach
• Better sunsetting practices
• Some brands are integrating gamification engines across multiple properties
• More brands are incorporating multiple engagement pillars in community strategy
29

30. Missed Opportunities
Rewards and Recognition: Up to 43% from 39% last year
• NBC’s FanIt/myNBC Community is a great model of an integrated rewards platform
across multiple NBC communities.
• EA offers a traveling navigation bar that follows members cross-properties.
• Some brands, such as P&G, align rewards to purchase, requiring consumers to enter
a product code. While we believe P&G could also award “community points,” this
method gets to ROI of driving purchase behavior.
Mobile
• Not yet on the study’s best practice list; started to note use of mobile to extend
community beyond desktop.
• 16%, or 40 of the 251 communities, we scored offered a mobile community app.
30

31. Missed Opportunities
Recommendation Engines
• Automated way to configure a combination of the consumer’s buying
habits, product reviews and information from others with similar
purchasing patterns to recommend other products that the person may
enjoy or need.
• Amazon uses a recommendation engine to recommend such diverse
purchases as building supplies and baby clothes.
– “People who bought this forklift strap also bought this two-person
lifting dolly.”
Advocates
• Still only 20% adoption rate
31

32. Brands That Get It: General Mills
Good model for recruiting customer advocates
• Pssst… and MyGetTogether stimulates product trial and
story sharing
• Lengthy registration and surveys capture deep profile
info
Outreach to members
when new opportunities
arise to try products or
host get-together
32

33. Overall Classification
• Cohesive Strategy increased
from 33% to 41%
• Majority of brands still in
Experimentation Phase
• Big drop in Community
Ghost Towns
33

34. 2011 Top Performers
• No brand = Highest scoring tier
– Minimum score: 57
– Verizon just missed
• 33% of brands in study are
High Performers
– All are Cohesive Strategy
• Brands that fell off:
– HP – Kimberly-Clark
– AT&T – Activision
• Three new brands on the list:
– SAP (new to study)
– Intel (new to study)
– Xbox
34

35. 2011 Contenders
• 19 brands = Contenders
– Between 42 and 49 points
• JetBlue Airways and Intuit also on most
improved list
• Technology and gaming industries had the
most High Performers (42 to 56) and
Contenders, followed by Entertainment and
Retail industries
35

36. Average Best Practice Use Overall
• Community manager (CM) lost
a few points since last year:
– Studies show that CM
increases engagement; still
missed opportunity
• User reviews and user-
generated content (UGC) took
nosedive from 54% to 27%:
– One of biggest stimulants
of preference
• Good news, too:
– Jump in content
aggregation
– Mission appropriate
engagement
– Personal dashboards
36

37. Best Practice Use by Top Scorers
• Only seven best practices (BPs) ≤ 74%
adoption rate SAP
Bravo
EA
• Advocates adoption is higher than entire Intel
sample (53% vs. 20%), still potential Verizon
• Low rate (42%) of contests and campaigns
may mean more meaningful interaction
• Content aggregation = 95% vs. only 32%
among last year’s top five. Important
activity for decision journey; other
content practices also had high usage:
– New/featured content
– Personal dashboard
– Content rating/ranking
– Content tagging
– Content customization
– Faceted search
37

38. Brands That Get It: EA
Tied With SAP
as Second
Highest Scorer
Overall
Personalizes
experience and
offers SSO
Fun and captivating engagement (e.g.,
leaderboards, avatars, videos, etc.)
38

39. Brands That Get It: EA
Surfaces appropriate
Offers sub- forums on game-
portals for specific pages and
game types offers centralized,
such as sports searchable hub for
all forums
39

40. Best Practice Adoption by Pillar
• 20% are Feedback
communities
• Important BPs for
Feedback:
– Polling
– Rating/ranking
– Forums
– Leaderboards
– Personal
dashboard
40

41. Brands That Get It: Starbucks
zz
Leaderboards
Personal
zz
dashboard
zz
Forums
Polling
zz
Rating/ranking
zz
41

42. Best Practice Adoption by Pillar
• Support = 33% of
communities
• 46% = Advocates; big
miss for support
• Rewards and
recognition and
leaderboards both low
for support
• 76% = Content rating;
critical for support
experience
42

43. Brands That Get It: Verizon
User Profile (top)
Support Communities = Core Strategy
User Profile (bottom)
2 1 6
5 3
1• Detailed user profile tracks recent member activity and Kudos
2• Displays member stats and badges earned
3• 1
Rollover feature allows members to easily view other members’ profile stats
4• 2
Shows member’s friends and their availability (offline/online)
4
5• 3
Displays member’s tagged content
6• Member’s recent posts and messages are linked to the original discussion
43

44. Brands That Get It: Verizon
Forum Sidebar (top)
Forum
Forum Sidebar (bottom)
1
2 3
1• Active forums with thousands of views
2 • Live Twitter stream shows Verizon
support team actively responds to
questions
3 • Top taggers leaderboard, top kudoed
posts and recent solutions to member
issues
44 44

45. Best Practice Adoption by Pillar
75% = Advocacy communities
Some best practices that drive
affinity showed low adoption rates:
• Community manager was the
lowest in this pillar at 43%
• Leaderboards and rewards and
recognition were also the
lowest in this pillar; both
practices are high return
motivators and
could help boost longer-term
engagement
• Content customization was also
very low; the ability to self-
curate the members’
community experience impacts
time spent in the community
and return visits
45

46. Brands That Get It: Bravo
Home Page “Millionaire Matchmaker” “Top Chef Just Desserts”
• Ritualized experiences: • Single login • Each show has its own page that offers • Integration
– Common ways to • One gateway to every show visitors consistent engagement tools, across multiple
engage cross-property on Bravo setup, rich media and navigation social assets
46

47. Brands That Get It: Bravo (continued)
• Talk Without Pity tab aggregates all
Twitter conversations about a specific
show
• Get-Glue functionality via Twitter
– Check in while watching shows
– Live chat with other viewers
Multiple screen
engagement
47

48. Percent of Communities with High, Medium, Low
Activity by Industry – 2011
• Telecommunications
and Entertainment
Industries both
consistently had high
activity levels
• High activity in Health
Insurance Industry
was surprise:
– Wellness education
and policy support
• Travel and Hospitality
Industry also high
48

49. Social Media Integration by Industry
NOTE: ERP industry new for 2011. Healthcare industry split into OTC/Pharma.
49

50. Overview of the Community Management
Certificate Program

51. Key Take-Aways
• Focus on business goals
• Understand the target audience/member
• Build value for all constituents (what’s in it for them?)
• Understand the role and value of community management
51

52. Three Levels of Certification
Community Specialist Community Manager Community Strategist
(entry-level position) (mid-level position) (senior community and social
engagement strategist)
Community Specialist module Community Manager module Community Strategist module
covers : covers: raises the level of thought from
• Contextual topics like • Operational aspects of a implementation to strategic
market trends, strategy, and community with the vision. Provides process to:
culture strategic vision that delivers • Evaluate existing efforts
• Tactical responsibilities business results. • Establish a vision for the
related to content • Builds on the future and align with
development, moderation, implementation learnings multifaceted business
enforcing policies, and from the Specialist Level needs
measuring success. • Thought processes behind • Build the accompanying
the creation of ROI business case
modeling and executive • Champion the community
presentation of a strategy. across business units
52

53. Community Specialist Curriculum
Topic Presenter/Author
Market Context & Program Management Rachel Happe, The Community Roundtable - Presenter & Author
Jam Delcambre, AT&T - Presenter
Leigh Mutert, H&R Block - Author
Strategy, Leadership, & Culture Lauren Vargas, Aetna – Presenter and Author
Tonya Hornsby, P&G – Author
Tools Dawn Lacallade, Independent – Presenter & Author
Content & Programming Cindy Meltzer, Isis Parenting – Presenter & Author
Policies & Governance Tamara Littleton, eModeration – Presenter
Wendy Christie, eModeration & Tia Fisher, eModeration -
Authors
Metrics & Measurement Misti Crawford, CSC – Presenter & Author
Elena Elena Benito-Ruiz, Ubikuos – Author
Community Management Kathy Baughman, ComBlu – Presenter & Author
Becky Carroll, Petra Consulting Group – Presenter
53

54. How to Register
Go to:
WOMMA.org Events & Education
When?
Certification webinars will be held:
Every Tuesday and Thursday
Starting January 24th – February 16th
54

55. Watch for More Info at:
womma.org
community-roundtable.com
comblu.com
55

56. Download the Reports
Download the report at: Download the report at:
http://comblu.com/news/thought-leadership/the-state-of- http://community-roundtable.com/socm-2011/
online-branded-communities-2011.aspx
56

57. Contact Info
Jim Storer Kevin Lynch
Principal & Co-Founder Principal ComBlu
The Community Roundtable Twitter: @ComBlu
Blog: Lumenatti.comblu.com
Twitter: @jimstorer
Email: klynch@comblu.com
Email: jim@community-roundtable.com
Kristen Smith
Executive Director
WOMMA
Twitter: @WOMMA
Email: kristen@womma.org