For our #CMGRClass hangout last week, we had the amazing privilege of speaking with three community management professionals: David Yarus (@DavidYarus), CM at MRY; Morgan Johnston (@MHJohnston), Corporate Communications Manager at Jet Blue; and Nick Cicero (@NickCicero), Lead Social Strategist at Livefyre. Here’s a look into what they had to say.
Not all community management environments are created equal
Well, not exactly. They’re all just different. I found it fascinating to learn about the different team settings and how the setups of the various teams truly depend on the nature of the business. This sounds obvious, but I don’t find that to be the case. Each company or agency has its own brand, and uses that when it defines roles and organizational structure. Early on in the hangout, Nick mentioned that he believes job positions are much more definable today. These definitions have definitely evolved since the CM space first emerged, but I don’t know if they are yet definable to a point of satisfaction. Now, we just have a better idea of the types of roles we need filled for any given organization, but the description of that role will vary (drastically, or not,) from place to place.
All three men came from very different team backgrounds. At David’s agency, MRY, there is a distribution team that is responsible for media that is paid, earned, owned, and experiential and analytics. CMs work with this distribution team to create content, develop strategy, and monitor feeds. Specifically, David works with a community of influencers and brand ambassadors for Bobble and Spotify, among others.
At Jet Blue, Morgan is the head of the corporate communications department. He works with marketing and customer support departments to be sure that all communication is in check and stays in line with Jet Blue’s brand identity (for which he is also partially responsible). He works with Jet Blue’s customer insight team also uses a net promoter score as a way to constantly gauge the satisfaction of their customers; they survey, through a variety of media, “How likely are you to promote/recommend Jet Blue to a friend or family?” Aside from the 20+ team at Jet Blue corporate, there is a group of over 1000 employees in Salt Lake City who respond to the community at large (besides social channels): emails, phone calls, whatever it is, you name it, they respond to it.
Nick is a member of the strategy team at Livefyre, a real-time conversation and social curation tool. As a member of the strategy team, he works with the clients who use the Livefyre tools — other community managers. He helps them to use these products more effectively and how to better manage their communities. His strategy then coordinates with the customer and marketing teams to make for integrated communications.
Unique, not different
Okay, so maybe I was being a little harsh before. It’s not the differences that set these work environments apart, but rather, their unique qualities. It’s what these community managers are bringing to their respective workplaces to elevate their work.
At MRY, it’s that David likes to remove the idea of the screen away from the conversation. He constantly reminds himself to remember that there is a person on the other side of it, and to treat them as such. By breaking these barriers and treating people like people, simple tasks get accomplished a lot faster and a lot more efficiently. Completely unrelated, David also conducted this entire G+ hangout from the New York streets via his iPhone. I just love technology.
At Jet Blue, it’s that Morgan’s audience experiences the product/brand in real time. Although this can be frustrating and stressful at times (especially if the feedback is negative), it actually gives Jet Blue opportunities for wins; as David described, real-time gives brands the chance to “over-deliver, surprise, and delight.”
At Livefyre, it’s that Nick is working with people who essentially have the same job that he has. Nick works with community managers, yet he himself is a community manager of sorts. Again completely unrelated, Nick also worked with Kanye West early in his career to help grow his label’s community, so he wins at life.
Thanks again to David, Morgan, and Nick for hanging out with us – hope to see you all on Twitter!