The deck I shared at the ASTD Learning 2.0 Conference on 4/29/11. @jimstorer For more info: http://community-roundtable.com/join-thecr/

1. The Emerging Role of the Community Manager
#ASTDL20

2. More about me
Jim Storer
Principal & Co-Founder
The Community Roundtable
@jimstorer
@TheCR
www.community-­‐roundtable.com
#ASTDL20

3. What about you?
www.community-­‐roundtable.com
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4. The Community Roundtable
1. A private peer network for social media, community and
social business practitioners.!
• Weekly roundtable calls!
• Comprehensive library of best practices!
• Online community!
• Professional concierge services!
• Discounts to conferences and events!
2. Advisory Services!
3. Reports!
h4p://www.community-­‐roundtable.com
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5. Community Maturity Model TM
Stage 1
Stage 2
Stage 3
Stage 4
Hierarchy
Emergent Community
Networked
Community
Familiarize &
Strategy
Listen
Participate
Build
Integrate
Command &
Leadership
Control
Consensus
Collaborative
Distributed
Culture
Reactive
Contributive
Emergent
Activist
Community Defined roles & Integrated roles &
None
Informal
Management
processes
processes
Content & Formal & Some user Community Integrated formal
Programming
Structured
generated created content
& user generated
content
Policies & No Guidelines for Restrictive social Flexible social Inclusive
Governance
UGC
media policies
media policies
Consumer tools Consumer & self- Mix of consumer & Social
Tools
used by service tools
enterprise tools
functionality is
individuals
integrated
Metrics & Activities & Behaviors &
Measurement
Anecdotal
Basic Activities
Content
Outcomes
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6. Community is NOT!
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8. Community IS!
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10. What Defines Community?
1. A common interest or context
2. A sense of shared purpose and fate
3. A common set of needs
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11. Why Use A Community Structure?
1. Networked structures speed information
transfer
2. Shared ownership and commitment
3. Maximize investments
4. Reduce costs
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12. Online Communities Vary by Size
Online
Communi:es
Groups Communities Networks
Size
Density of Relationships
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13. What is Community
Management?!
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14. Three Typical Roles
1. Community Moderator – Engages in listening and
response on owned or third party sites, but is generally
not involved in community strategies.
2. Community Manager – A senior position that can serve as
the primary “face” of the community and may include
some moderation duties. Owns the business goals.
3. Community Strategist – A senior position that is the leader
of community in a company or large organization. The
role focuses on establishing the vision, building the
business case and championing the community across
business units.
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15. 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, & support
• Manage tools and member experience
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16. A Sampling of Tasks
Visible
Behind the Scenes
• Managing content (publishing, • Back-channeling with members to
curating, tagging)
encourage participation
– Updates
• Building relationships with key
– Blog posts
– eBooks/whitepapers members
– Pictures • Taking issues offline
– Videos
– Podcasts • Working with internal advocates to
• Managing events
plan mutually beneficial
programming
• Welcoming new members
• Planning programming/campaign
• Participating judiciously in calendar
conversations
• Collaborating internally
• Reaching out to 3rd party
influencers, partners, media
• Managing technology issues
• Communicating changes to • Communicating value and benefits
policies, tools, programming, etc
of community internally
#ASTDL20• Measuring and monitoring progress

17. What Are the Risks of Not Having
Community Management?!
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18. Ghost Town
http://www.flickr.com/photos/jcolivera/2809988605/

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

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

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

22. 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
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23. How Do You Build a
Thriving
Community?!
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24. Observe Your Audience!
http://www.flickr.com/photos/machineproject/5162106562/

25. Schedule
Keep A Regular Schedule!
http://www.flickr.com/photos/vidiot/61484953/

26. Text
Be Multi-Modal!
http://www.flickr.com/photos/cecilanne_r-s/3541646602/

27. Image
Be Valuable!
http://www.flickr.com/photos/mfakheri/2815755503/

28. Be Notable!
http://www.flickr.com/photos/pandemia/1286794844/

29. Bring Catnip!
http://www.flickr.com/photos/sheila_steele/161726592/

30. Have Rules!
http://www.flickr.com/photos/strandloper/1385105547/

31. Encourage Your Cheeseheads!

32. Ride The Waves!
http://www.flickr.com/photos/tk_five_0/2279894817/

33. Donʼt Ignore!
http://www.flickr.com/photos/jfchenier/2409726404/

34. Protect the Fish!
http://www.flickr.com/photos/islespunkfan/2746157133/

35. Key Take-Aways
• Identify the desired business outcome
• Understand the target audience/member
• Build thick value for all constituents (transactional
and long-term returns for participation)
• Understand the role and value of community
management
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36. 2011 State of Community Management
• Market analysis
• Survey findings
• Compilation of
practitioner lessons
and practices
• Resources
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37. Community Maturity Model TM
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38. Key Themes
1. Social Business Becomes A Strategic Imperative
2. Interest in Community Management Has Increased
3. The Community Management Discipline is Evolving
4. A Lot of Confusion Remains
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39. Leadership! Key takeaway
Community management isn t just a
role – it s a perspective.
Key takeaway
2. LEADERSHIP
Recruit leaders who are willing to be pioneers.
Key takeaway
Education is the key to success.
Key takeaway
Understand when and how to ask for support
and authority.

40. Key takeaway
Culture! Get multiple positive voices on your side to
overcome company culture.
3. CULTURE
Key takeaway
Be prepared to let the outside in.
Key takeaway
Ask for the truth, even if it hurts.

41. Policies & Governance!
Key takeaway
Recognize that policies are not the same as
guidelines. Guidelines are the expression, in
accessible language, of the culture you wish to
promote, and community boundaries.
6. POLICY & GOVERNANCE
Key takeaway
Keep key issues top-of-mind when structuring
governance: regulatory environment; size;
culture; strategy; and social business maturity.
Key takeaway
Centralize the role of the social team.

42. Tools!
Key takeaway
Don’t feel that you have to use every social media
tool or channel available.
7. TOOLS
Key takeaway
Tools and technology tend to grow more complex
and complicated over time. It is worth revisiting
functionality to simplify your user experience.
Key takeaway
Find the vendor(s) with the right fit for your
organization.

43. Strategy!
Key takeaway
Don’t Replace What Works…
Supplement With Community.
Key takeaway
It’s basic but worth repeating… know your
target member.
1. STRATEGY
Key takeaway
Nothing grows in a sandbox. If you want to see
growth, you need to build a garden.

44. Community Management!
Key takeaway
It’s counterintuitive, but do not jump in and
automatically answer questions or help out.
Key takeaway
Schedule regular brown bag lunches or show &
4. COMMUNITY MANAGEMENT
tells that help others understand social tools
and your social initiatives.
Key takeaway
Lead by example and show members how
you want them to behave.
Key takeaway
The social space is about personal connections. It is
a channel that is owned by the customer, not
the company as a marketing avenue.

45. Content & Programming!
Key takeaway
Create content plans that bridge your audiences. If
you look at your content holistically and broadly,
you’ll be more relevant to your audiences.
Key takeaway
5. CONTENT & PROGRAMMING
Your content strategy needs to be focused on both
your audience AND your goals.
Key takeaway
Create content that fills a needed gap. Ensure your
content has a unique angle, and fills the void for
information missing in the marketplace.
Key takeaway
Keep attention spans in mind. Consider the length,
quality, quantity, portability and snackability of
content when you re planning.

46. Metrics & Measurement!
Key takeaway
Community ROI does not happen overnight. The
ROI can take a while; there s very little that s
quick about changing behaviors.
Key takeaway
8. METRICS & MEASUREMENT
Executives have become numb to copious amounts
of data. What provides meaning and drives
change is the ability to share a story. Use metrics
to support a story maximizes the impact of data.
Key takeaway
Don’t think about metrics as a single set. Different Key takeaway
metrics serve the needs of different audiences.
Typically there are three types of scorecards: the Remember the billboard
strategic, the operational, and one with daily example.
task-based reporting.

47. State of Community Management 2011
• Market analysis
• Survey findings
• Compilation of practitioner
lessons and practices
• Resources
Download the 90+ page report for free at:
http://community-roundtable.com/socm-2011/
#ASTDL20

48. Thank You
Interested in learning more? Contact me:
jim@community-roundtable.com
or
@jimstorer on Twitter