Last night, I was having dinner with some folks in my social circle. One of them exclaimed, “Good news! We FINALLY get to hire an internal community manager.” We all raised a glass to toast the victory. See, he had been battling to get a headcount to manage his social intranet for years.
Based on his struggle, I decided to develop the Top 10 Roles of an Internal Community Manager.
Now, for some huge Social Business software customers these will come as no surprise, but at smaller companies with more modest resources, an FTE might bust the budget. In these cases, carving out a partial responsibility and making it official reduces the danger of the social intranet becoming beloved in concept but largely shelf ware.
So, here’s the list of the Top 10 Internal Community Manager Roles they often juggle:
1. Ambassador. One of the biggest drivers of social business success is company culture. Community managers help form a successful company culture by being open, responsive, and strategic.
2. Unifier. Community managers helps unite distributed leadership on the best practices for internal collaboration.
3. Builder. Skilled managers focus on best ways to structure and design for interaction and engagement. They also stimulate conversation and have content plans until the community matures.
4. Coach. They are excellent at articulating how employees can use the new technology to accomplish real business objectives, without leaving their comfort zone (which often means their email inboxes).
5. Cheerleader. Community managers often bust out the virtual pompoms. They reward positive behavior.
6. Leader. One of the most important jobs of the community manager is to identify effective volunteer advocates and facilitators for various units (marketing, sales, finance, R&D, manufacturing, etc.). Without these foot soldiers, the community will not take flight.
7. Game Maker. No, I’m not referring to Panem! Community managers come up with awesome techniques to keep employees engaged and reward the most active contributors or the executives who “get it.”
8. Listener. Community managers understand better than anyone the “pulse” of the employee base. They often can be the voice of the masses when it comes to marketing ideas, product features, etc.
9. Governor. Community managers help develop and enforce social media guidelines.
10. Analyzer. Successful community managers can help point to real business value (ie. Employee satisfaction, productivity improvements, increase in sales, etc). They can also do predictive modeling based on sentiment, help find the true expert in a given area, and understand valuable enterprise relationships.
I want to hear from the Internal Community Managers, What’s the biggest value you bring to your organization?
Yesterday was Super Tuesday in the United States. It was almost exciting as the Superbowl in my house. Throughout college, I worked for a state senator and then started my professional career off in public affairs. For 24 hours, I was glued to the results of the Republican presidential primary.
I was especially excited to see the social statistics on this important day because as William Powers of Bluefin Labs stated, “social media is the frontier of democracy.”
Even if you aren’t a social media geek like me, it was impossible to login to Twitter, Facebook or even Instagram and not get overwhelmed by the amount of social buzz surrounding the candidates. So I decided to setup a monitor using Jive Fathom Pro (which thanks to our community manager Ryan Rutan you can now download the app on the Jive Community), to see who generated the most social buzz. I wanted to keep my sources small, so I just looked at Facebook and Twitter updates.
Before I share the social stats, let’s look at the official results:
As you can see above, all of the candidates failed to break out from the pack. This was not the case for social. Rick Santorum was the clear front runner, with Mitt Romney and Newt Gingrich tied for second, and Ron Paul coming in last in terms of overall social mentions.
However, pure mentions, weren’t enough for me to analyze. I also wanted to see general sentiment score. In Fathom the scale is from -100 to 100, negative to positive. The data below shows that while Santorum had more mentions he had less positive tweets and status updates than the other candidates.
- Romney: 9.88
- Gingrich: 9.88
- Paul: 9.63
- Santorum: 7.13
Since social is more than just numbers and data, here is a collection of some of the more interesting updates. (NOTE: I’m not taking sides, just pointing out some interesting conversations).
From the Candidates:
From the General Public:
We’ve Already Moved On…
Did you do anything special for Super Tuesday on social media sites?
In my role at Jive, I’m responsible for the head-spinning job of doing social media marketing for the social business leader. In other words, up until recently, my parents had no idea what I did for a living. But that all changed when I helped market Jive’s IPO.
The core philosophy of our social program at Jive is to Engage Employees, Engage Customers, and Engage the Social Web in order to help accomplish real business objectives. This mantra came to life as we reached a major corporate milestone. I’m always preaching that we should “Jive on Jive,” so I wanted to share with you a brief case study of how we used our own products to accomplish a New Way to IPO.
Marketing Enablement. As you can imagine, an IPO takes lots of internal coordination and collaboration between executives, finance, legal, marketing, etc. It was key to be able to find the people, content and expertise needed to coordinate this important event, so we utilized our own software. Additionally, using out-of-the-box features in Jive, we were able to centralize knowledge and set strict privacy controls. These measures ensured that only key employees and outside legal and financial contractors could discuss and stay updated on the IPO progress.
Executive Communications. During major checkpoints throughout the process, such as filing the S-1, the Jive executive team including our CEO, CFO and Chief Legal Counsel provided key updates to the entire company through their internal blogs. Each post simultaneously reached our 400 employees around the world and enabled them to comment in real-time with any questions or thoughts.
Corporate Culture. Jive wouldn’t be Jive without a little fun. To celebrate listing on the NASDAQ, our internal community manager and designers launched a fresh new theme. This was an easy and fun way for employees around the world to see the impact of the IPO.
Jive Community. At Jive, we know this exciting day wouldn’t have been possible without our awesome customers; therefore, we paid tribute to them on the Jive Community. From the huge thank you banner to showcasing their tweets and videos, we wanted to celebrate with our community. Jive’s CEO Tony Zingale wrote a corporate blog post announcing the news, we had a livestream to the opening ceremony (as well as a YouTube video for those who missed it), and a place for the community to discuss the IPO.
In-Person Event. We also realized that as much as we love doing everything online, there is no replacing face-to-face interactions. Therefore, we invited key community members to be onsite at NASDAQ. They live blogged the event, recorded time capsule video messages, and celebrated with by toasting each other and Jive executives.
Engage The Social Web.
Social Media Monitoring. Throughout the entire IPO process, we used Jive’s social media monitoring application Fathom Pro. This tool enabled us to mine the social Web for corporate mentions; identify key influencers and PR opportunities; and quickly uncover conversations impacting the brand. We were also able to analyze the effectiveness of product campaigns during the quiet period.
Social Media Marketing. Obviously, one of our business objectives was to share and monitor the exciting news; however, this was more than a public relations campaign. We also wanted to bridge the physical and digital worlds so that we could thank and celebrate with our entire ecosystem of employees, customers, partners and investors. Since we couldn’t bring everyone to the Big Apple, we decided to bring it to them. We created a unique Twitter hashtag for the occasion – #jiveipo – and invited folks to join the online conversation. We gathered, moderated, and then displayed tweets on the 7-story NASDAQ building in Times Square. We also had a livestream video display so that people could see themselves appear in Times Square and share it with their social networks. Beyond the marquee, we posted live updates to Facebook, Twitter and LinkedIn that included rich-media like photos and YouTube videos ( Jive Lists on NASDAQ – Opening Ceremony – YouTube).
Obviously, this social effort required the help of all-stars throughout the company including executives, the internal and external community managers, designers and developers, marketers, etc. And as an end-user of Jive since 2007, this was an extremely special day for me personally. I was thrilled to be able to showcase the power of Jive during an awesome event. Comment below with your questions and feedback!
During Jive’s New Way Tour Live Broadcast on 5/24, I’m going to host a Social “Press” Conference.
Now, it’s your chance to ask the biggest Social Business questions to Tony Zingale, Jive Software CEO.
Here’s how to participate:
1. Submit your question on Jive’s Community.
Then, Trisha Liu, the community manager at ArcSight–an HP company, will determine the best, most popular questions and serve as the Community Reporter onsite, representing the voice of the people and submitting the best questions for Jive to address.
2. Tune in on May 24 at 8:30 PST for the live broadcast to hear the top questions and answers on Social Business.
Ping me if you have any questions!
I posted this on the Jive Business Blog last month, but wanted to share it here as well.
We’re all familiar with the following scenario – a customer complaining about your company or product on Twitter.
While some see this as a threat, I think it’s an opportunity. Today’s social web provides great insight into what is being said about your organization, products, markets, and even the competition. By tracking important wikis, forums, blogs, and other Web content, you can now engage customers and prospects to quickly identify opportunities and threats, share them in real-time, and collaboratively respond. If done correctly, you can help develop your company’s brand WITH your customers.
Your PR team is probably doing a great job monitoring online conversations; however, much of their gathered intelligence often lives in a vacuum. It commonly gets buried in inboxes and on servers or is shared in a silo among team members who have access to expensive social media monitoring tools.
Additionally, with the “old school” public relations model, few employees beyond marketing or support teams are even empowered to actively engage customers and help develop the corporate reputation. At National Instruments, this was a problem. As the social media manager, I am responsible for listening, responding and tracking key conversations. I needed a better method than spreadsheets, emails, and standalone listening services that charged by the keyword. I needed a way to bridge the conversations happening inside and outside the firewall.
Utilizing the Jive Social Media Engagement platform, I developed 6 Steps to Social Media Monitoring.
Step 1: Collect Information. The NI social media coordinator, Albert, sits on my virual team and acts a like a classic telephone operator. He uses Jive’s tool as well as information from our 5,200 employees to listen to the key conversations in the social Web about the brand, products, markets, etc.
Step 2: Filter. He then applies several filters to determine if the conversation helps meet one of our core social business objectives. Manually, he determines whether these conversations can impact NI’s goals of support, product feedback, sales, marketing, PR, or community-building. He also evaluates the source to see if they are influential or if we have a historic relationship with them. Finally, he looks to see if responding would be a good opportunity from an SEO standpoint.
Step 3: Engage the Subject Area Experts. If it meets one of the items on the checklist, Albert posts a link to the “actionable conversation” directly into the employee community or branded community. There, he can then have a private conversation about the best response and pull in topic experts. This step is especially important at National Instruments. Since no one industry represents more than 15% of our revenue, on any given day we are having conversations about areas like robotics, medical device design, and automotive. It is impossible for one person or a team of people to be experts in each of these areas, so leveraging the employee network and branded community helps ensure the best response.
Step 4: Respond. Either a member of the “core response team,” which includes me, Albert and reps from PR and engineering, or a topic expert responds on original platform and links to valuable content.
Step 5: Assign Sentiment. Next, Albert assigns the post a sentiment score. This helps keep track of our overall brand perception on the social Web as well as helps us identify any potential crisis communications issues. We’ve found that 80% of the conversation is neutral; therefore, it’s really important to take action on the outliers. Keep in mind, while sentiment is subjective and not perfect, we’ve developed ways to use sentiment to help track the online attitude, opinion or intended meaning of a writer and their message. Visit this slideshare presentation for more info about sentiment scoring.
Step 6: Analyze. All of these actionable conversations are then tracked, recorded and searchable for inclusion in metrics reports as well as for making business decisions about innovation, marketing messaging, prospects, support plans, etc.
It’s also important to note that listening on the social Web isn’t just about being reactive. It’s great for relationship-building and competitive insights.
For example, Emilie Kopp is our internal subject area expert on robotics – a market that we are fairly new to and still trying to establish credibility in. She was listening to a blogger talk about robotics. Although the post didn’t mention NI, she was able to add value to the conversation and even link back to her own blog and targeted discussion space on our community for more information. This simple task opened up dialogue and helped us build a relationship with one of the topic subject area experts in the world.
We also utilize the listening tool to look at competitor conversations. We can see where they are being discussed, who their key influencers are and even just stay updated on their latest news all in one tool.
While 140 characters seems minute, there is a huge opportunity when you listen, empower your employees and customers to respond, and utilize the insight gained to make real business decisions.