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Community Management: Efficiencies and Economies of Scale

Community Management: Efficiencies and Economies of Scale. Obligatory Introduction. Richard Weil Vice President of Client Services …..and a disclaimer…. The Story Thus Far…. Community Relations Roles and Responsibilities. Mix and Match: Forum Management Social Media roles

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Community Management: Efficiencies and Economies of Scale

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  1. Community Management: Efficiencies and Economies of Scale

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

  3. The Story Thus Far….

  4. Community RelationsRoles and Responsibilities Mix and Match: • Forum Management • Social Media roles • Contests / Events • “Live” Interaction • Environmental reporting • Fansite Management

  5. Community RelationsOrganizational Structure Models: • Marketing • Public Relations • Operations • Production / Development

  6. Customer Support / ModerationRoles and Responsibilities In-bound / Single Point contacts: • Email • UGC • Phone • Chat support

  7. Customer Support / ModerationOrganizational Structure • CS – duh • Moderation – a little more complicated

  8. Traditional Organizational Structure Conflicting Situations • Engagement/Live Events • CS Issues on Social Media • Bugs/QA/Tech Issues on Forums • Customer Feedback Reporting

  9. Studio/Publisher Model

  10. Traditional Organizational Structure

  11. Customer Interaction Platforms: • Forums • CRM Systems • Live Chat / Phone • Social Media

  12. Current Usage Advantages • Delineated responsibilities • Silo structure • Familiarity – tools and processes

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

  14. Is there another way?

  15. 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

  16. Traditional Organizational Structure

  17. Streamlined Organizational Structure

  18. 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

  19. Implementation Keys • Organizational discipline • Intelligent staffing • Ongoing training / development • Communication tools / processes

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

  21. Conclusions

  22. 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

  23. Questions

  24. Thanks!

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