E2conf-2 Live Blog
raw notes; will clean up later…
speaker connie bensen
session hashtag e2conf-2
november 2 2009
background
library/offline - working for 12 years
got addicted to the online community space
company in UK - but global
work remote - live in MN, 60 miles from starbucks
community manager’s role in the sales funnel
the budget of the CM was the marketing budget
hard to justify the CM salary when you’re not selling in SMB
E2conf in June - feedback and lessons
we’re all in agreement that we should be doing this
big question in june: how do you shorten the sales cycle?
question from june feedback; talk about “how”
that should be changed to Conversions.
the role(s)
the role is called so many things, but the key is that it requires a person
no where in here do i suggest that you should build a community
first part of your engagement is to go where the people are
if you chose to build a community it should be based on a business objective
because it’s expensive and requires long term commitment
the ROI
bring outside ideas into organization
generate more word of mouth
increase customer loyalty
….. look for slideshare preso later
ref: j owyang’s three spheres of web strategy
read groundswell
http://blogs.forrester.com/groundswell/
first role of community is listening
brand monitoring
ref: d armano’s stairway of brand heaven and hell
http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html
governance and privacy
look at negative comments as opportunity for engagement
need for crisis plan
look at scott monty, ford case
get sales in social media space
create things internally to teach the different people in orgs
finding time to do community - takes 15-30 minutes per day to be consistent and get involved
need to show contribution through social media
if you need to use the word campaign, then use it, but still do engagement
measuring
it should be easy to decide what to measure, measure what your goal is
estimate it
spend 3 months to establish baseline if you can
to measure immediately, then start benchmark
create a strategy
establish objectives
set goals in terms of % change desired
the goals drive what will be measured
benchmark existing levels
identify who will own various aspects
provide training
set goals to measure
bring outside ideas into organization
generate more word or mouth
increase customer loyalty
increase product … see slideshare later
tip - choose 1 or 2
benchmark the % change to reach
inbound strategy
create content
syndicate
lead gen
freemium version
some references
ref: conversation prism from brian solis and jess3
http://theconversationprism.com/
ref: social seo - lee oden http://toprankblog.com
more in the slideshare (to come)
