Expertise

Community manager, the social marketing

Community management

This profession appeared in the year 2005. It stems, at the beginning, of the tedious work, and often voluntary of the moderators of forums. Reinvented and integrated by companies, the main objective of the Community Manager (or CM) is now to bring the brand closer to its consumers. For this, he will create digital content and interact with different communities. In general, he will be in direct contact with his audience.

The audience consists of potential prospects, consumers and brand ambassadors. Thus, the CM (the acronym for Community Manager) has an ideal position that allows him to better know and understand his customers, and therefore, the market in which his company evolves.

What are the missions of a Community Manager?

In order to popularize his responsibilities, that is what the missions of a CM just hired would look like, representing, for example, a clothing brand:

👉 At first, he will identify the communities that speak about his brand. If this brand is still new on the market and nobody is talking about it yet, it will create this community. You will be surprised to see that there is a plethora of opinions and discussions on all subjects. We are probably already talking about you!

 

👉 Once identified, he will join these communities and animate them. At that point, he needs to redouble our creativity and empathy, as he will have to move from being a new member to a reliable point of contact and the absolute reference of this community.

 

👉 In this way, he will be able to develop and evolve this community, that is to say, improve the influence of the brand by increasing the number of subscribers. Thus, more and more people will know the brand, its image, and its values.

 

👉 In addition, he will be able to weld it by sharing exclusive information and supporting its members. This will increase the rate of interactions, the engagement on its networks and will transform, as and when its virtual subscribers into active ambassadors in the real world.

The pattern is simple: The more content you publish, the more love for your brand will grow and the more ambassadors you will have to speak and praise your products.

 

👉 Thanks to this immersion in your audience, the CM has access to a raw data flow, natural and especially authentic. It will be able to translate and format this data for your colleagues, who will not have access to them. This source of information brings as much feedback from consumers, elements of response on the improvement of your products, and is, therefore, as many clues for concrete solutions in decision-making meetings. In addition, it will also allow you to stay tuned for weak signals to avoid bad buzz.

 

This is how, in theory, the development and animation of communities of a brand would be split. Of course, you must choose the networks in which you interact according to your targeted customer (Persona Buyer).

A common mistake is to want to be present on all networks at the same time, it is often a lot of effort for few results.

How to define your editorial line?

When you have chosen your networks, you need to define your editorial line.

 

🗝️ Always according to your persona buyer, you will choose the tone, the mode, the style of writing and the general approach of your communications. It’s all about adapting to your target to make the reading easy and enjoyable.

🗝️ With these choices, you’ll define what types of interactions you will create with your community. The practice will surely lead you to modify some elements of the first step.

🗝️ From these exchanges and interactions will emerge an emotion. It is this emotion that will stay in the mind of your audience when they’ll think of your brand. This is the key element of the editorial line.

 

It is for this reason that in the process of definition, it is by choosing the emotion that you want your brand to generate, that you will deduce the style of communication that you want to adopt.

The emotion is often linked to your branding. These choices of a style of communication, interactions, and emotions are called the editorial line. This is your “communication guide” on social media.

You will need to adapt it to each of your persona buyers and the style of the social network where they are to optimize your communications.

What is the profile of a community manager?

Basic requirements

The general qualities required for community managers are:

 

✔️ Be CURIOUS: follow the behaviors evolutions on social media and appropriate them because it is essential to become an actor there.

 

✔️ Have common sense: It’s very basic but you must not forget that you are the voice of the company, despite the “cool” side of social media. We must not offend the client! It is, therefore, necessary to know how to adapt to the behavior of this one, and, more difficult, to his humor (Pro tip) and not the INVERSE.

 

✔️ Know and master the editorial line of the company and its positioning on the market.

 

Depending on your company, for example, if you are selling a product or if you are offering services, you will not need the same type of Community Manager profile.

You must first define your global communication strategy, determine the criteria to be monitored (views, engagement, conversion rate …) and make them evolve according to your monthly objectives.

Recognized profile types

We can identify 7 different CM profiles with their specific qualities:

 

📓 The content creator

This CM will focus on content creation. The goal is to position oneself on the questions that web-surfers ask themselves. Through blog posts or accurate landing pages, he will be able to drain search engine users’ query volumes on the topics he is going to deal with. A great site to know these questions to deal with is answer the public.

Or, he will demonstrate the expertise of your company through a YouTube channel, webinars, MOOC or through a corporate white paper (often linked to a newsletter strategy) … There are many media but the goal remains the same.

Addictions: <Copywriter>, creative, autonomous on visual creations tools if no designers in his team, adaptability.

 

📊 The statistician

This one has a more logical approach, more mathematical and less based on the feeling or the editorial line. Through his analysis of the results obtained by the previous campaigns and other contents, he will know what works and thus classify the type of content that your audience appreciates in order to refine and improve it.

He will also be a proactive force of “statistical” content, which may interest the players in your market with a different approach to the content creator, often in the form of infographics.

Virtues: Good in data analysis, familiar with scientific experimentation, good at teaching and pedagogical during team presentations.

🛒 The after sales service

This one is the representative of your services and your brand on your networks. He must be able to respond quickly; comments, questions, mentions, emails and messages, nothing escape him; he knows how to propose an approach or an issue in any situation.

It must, therefore, be familiar with your corporate culture, know how it works, the refund policy, and the conditions of return.

Its role is also to increase the presence of your brand on the networks by taking interest in topics, participating in discussions and following news and trends. This is the technical intelligence part of this type of Community Manager.

Donations: Strong in communication, good-natured, calm/patient, empathic (wanting to help others), unblocking problems (helping)

 

🎭 The newsjacker

The newsjacker is the person who will push further the technical intelligence role of the SAV, he will have to be on top of the news, announcements on social networks, trends, and articles that interest the public. As soon as he finds high potential information with an interest for your community, he will share it and take ownership of it by moderating/tempering consistent with products/services and your market positioning. Most often, he will give his thoughts or his opinion on the subject, which will be interpreted for the “official” note of your company on the subject. Newsjacking is a pure diversion of content, its success is linked to the speed of information sharing because this technique uses the exponential propagation of a “buzz”.

Merits: addicted to information, effective monitoring/screening, and good judgment.

🤗 The community animator

The role of the community animator is to position oneself on platforms of exchange, requests for advice, support, and discussions relevant to your brand (often in the format of forums or social media groups). He will respond to particular problems, often technical, but individually, of course, his advice is visible to all. It will be able to create content on recurring issues (like FAQ) and it will have visibility on all issues related to your products/services. The visibility that will make life easier for the content creator.

Aptitudes: Good technical knowledge, pedagogical, ability to connect people to each other.

 

🧵 The webmarketer

Web marketing is one of the most technical professions in community management. Its function is to optimize the configuration/layout of the pages and the navigation of the visitors to increase the general conversion rate of your site or your application. Theoretical knowledge of user behavior on sites and applications is necessary. One of these favorite sites is digital psychology which gathers studies on the behavior of purchases of Internet users, very informative.

In addition, it must set up a funnel marketing strategy and identify quantifiable criteria for each conversion step of those funnels to measure variations in campaigns/publications and adjust it with the behavior of your audience.

Characteristics: Good theoretical knowledge of marketing, mastery of the funnel marketing process, knowledge of the business of sales.

🥁 The social media manager

The social media manager is responsible for the CM team. He imagines and drives the global media plan of your company or brand. Thanks to this global vision and the visibility shared by his CM team, he can adapt and guide global communication for your company.

He creates projects: campaigns, contests, promotions, announcements … and coordinates them on all platforms. He must have the perfect organization to plan, and, through his actions, optimize the marketing efforts of the entire team. He is the guardian of the homogeneity of the communications of the whole brand.

Tendency: Decision maker, impeccable communication, strong in negotiation and diplomat.

 

 

 

Now, it’s up to you to identify what talents you lack to complete your ideal team and give you the means to realize your notoriety objectives.

Contact us if you want to outsource this type of services, we’re fully adaptable.

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