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Community Management: Efficiencies and Economies of Scale

Explore strategies for optimizing community management operations, including roles, structures, customer support, and organizational models for efficiency and cost savings. Learn how to integrate customer relations functions and streamline communication for improved outcomes.

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Community Management: Efficiencies and Economies of Scale

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Presentation Transcript

  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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