You might remember me mentioning Garick Chan in a recent post about the importance of rewarding effort not outcome. Garick is the senior community manager at Nimble – who provide social CRM tools to help manage your contacts, communications, activities and sales in one single place.
We’ve been chatting a bit via Skype IM about what it takes to succeed as a #cmgr after he shared his view that the role of the community manager as analyst is sometimes overlooked. Since, we pretty keen on online Q&A here at Sponge, we decided to cut straight to the chase and ask Garick some questions to get to the bottom of his community analysis skills.
Q: How did you develop into the “analyst” part of your community manager role?
A: Often, life as a community manager means guessing what will work and what won’t… but you can’t leave it at that. There comes a time when you have to start taking it further…
Delivering great customer service is an excellent goal for any #cmgr to aspire to but it’s just as important to focus on the basic issues – like how you are driving web traffic to your website. What’s driving performance and which of your tactics are returning the best results?
By measuring and keeping track of the messaging you push out, you can start to spot trends which reveal what your audience likes and dislikes, what they are most likely to engage with and what’s most likely to get them hitting the RT or reply button.
Spotting trends is the hard bit. Once you’ve uncovered some insights it’s easy to create and deliver content that’s relevant to what your community wants. After all “if content is king, context is queen.”
Q: Which metrics do you track day-to-day?
A: I look at how many messages we push out and which prompt RTs and replies.
I also watch how many people are mentioning us, re-posting content and I take care to track trends over time. I want to know which types of messaging drive the highest click-through-rates (CTR) and why and, of course, I find Google Analytics indispensible when it comes to keeping track of our sources of web traffic.
Each time our visits spike, I try to track back and uncover what prompted that growth… and then I try hard to replicate that success. I plan future content that’s similar and which will hopefully help audience figures to grow further.
Q: What do you enjoy most about being a #cmgr?
A: I love meeting people. I love helping to solve problems and deliver a great customer experience.
As a community manager, I’m the one who gets to see all the praise first hand when the public is cheering us and who doesn’t like to feel loved and admired? By being the spokesperson and cheerleader for a brand, you also become the brand champion and that’s a good place to be.
Watch out for more from Garick in a future post we have planned about what happens when good communities go bad…. and what it feels like when people complain rather than praise your brand.
P.S If you are a Community manager let us know your thoughts, comment below or tweet us.