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Community Management: Efficiencies and Economies of Scale.

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Presentation on theme: "Community Management: Efficiencies and Economies of Scale."— Presentation transcript:

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2 Community Management: Efficiencies and Economies of Scale

3 Obligatory Introduction Richard Weil Vice President of Client Services …..and a disclaimer….

4 The Story Thus Far….

5 Community Relations Roles and Responsibilities Mix and Match: Forum Management Social Media roles Contests / Events “Live” Interaction Environmental reporting Fansite Management

6 Community Relations Organizational Structure Models: Marketing Public Relations Operations Production / Development

7 Customer Support / Moderation Roles and Responsibilities In-bound / Single Point contacts: UGC Phone Chat support

8 Customer Support / Moderation Organizational Structure CS – duh Moderation – a little more complicated

9 VP of Marketing Community Director Community Manager Forum Moderator Forum Moderator Social Media Manager Social Media Specialist Social Media Specialist VP of Operations Director of Customer Support Technical Support Manager CSR Lead CSR CSR Lead CSR Customer Support Manager CSR Lead CSR CSR Lead CSR Conflicting Situations Engagement/Live Events  CS Issues on Social Media  Bugs/QA/Tech Issues on Forums  Customer Feedback Reporting Traditional Organizational Structure

10 CEO coo VP Ops Director of Customer Support Customer Support Manager CSR Lead CSR CSR Lead CSR Technical Support Manager CSR Lead CSR CSR Lead CSR EVP Publishing Executive Producer Development Team Producer Community Manager Moderator Executive Producer Development Team Producer Community Manager Moderator Executive Producer Development Team Producer Community Manager Moderator Studio/Publisher Model

11 Traditional Organizational Structure VP of Marketing Community Director Community Manager Forum Moderator Forum Moderator Social Media Manager Social Media Specialist Social Media Specialist VP of Operations Director of Customer Support Customer Support Manager CSR LeadCSR CSR LeadCSR Technical Support Manager CSR LeadCSR CSR LeadCSR

12 Customer Interaction Platforms: Forums CRM Systems Live Chat / Phone Social Media

13 Current Usage Advantages Delineated responsibilities Silo structure Familiarity – tools and processes

14 Current Usage Disadvantages Responsibility gaps Repetition Familiarity = Monotony Silo structure Wasted knowledge Intra-company communication lag

15 Is there another way?

16 Making a New Structure Everyone on the same team Pool approach to front-line duties Specialize at mid-management levels Create a tighter communication web

17 Traditional Organizational Structure VP of Marketing Community Director Community Manager Forum Moderator Forum Moderator Social Media Manager Social Media Moderator Social Media Moderator VP of Operations Director of Customer Support Customer Support Manager CSR LeadCSR CSR LeadCSR Technical Support Manager CSR LeadCSR CSR LeadCSR

18 Streamlined Organizational Structure VP Director of Customer Relations CustomerCommunity Support Manager Manager Project Manager (Administrative) CSR / Moderator

19 Using the New Structure Integrate all facets of customer relations – Forums / CRM / Moderation Tiered responsibilities/ priorities Go where the customers are – Use Social Media as another resolution platform

20 Implementation Keys Organizational discipline Intelligent staffing Ongoing training / development Communication tools / processes

21 Why Does This Help? Cost savings Flexible employee pool Professional Development Cross-functional customer reach

22 Conclusions

23 Why? Tighter times need greater efficiency Organizational efficiency reduces staff fluctuations Kill inter-departmental drama Cross-trained teams provide flexibility Better Customer Relations is a business differentiator

24 Questions

25 Thanks!


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