Seth touched upon something of immediate relevance in this blog.
In India specially, this is a relatively new and still evolving concept and career opportunity. But it ranks pretty damn high on the exciting-and-dynamic-work quotient! Here's my two cents:
the Internet functions differently than more traditional markets. Lets say, when I go to buy soap, I'd pick it up and smell it first. With furniture, I want to run my hands across it. When opening an account with a bank, I want to look into the representative eyes and 'feel' if he really believes what he's saying himself. There's something tangible that aids my decision to buy. I use my senses (sometimes one, sometimes all) to finally go ahead.
The Internet wipes out all of that. Sorry, no touching, no feeling, seeing, smelling, sensing . Faceless sellers sell to faceless buyers.
In this case, the work of the Online Community Manager is firstly, to be as human and humane as possible. Develop (systematically and regularly) the image of a 'real' person(s) dealing with customer communication. And here's where his know-how of technology (as Seth points out) will come in handy.. how to personalize as much as possible while still handling large numbers? Design an 'About Us' section with loads of information about the people behind the product/service: What do they look like, what do they do? How do they spend their free time? How many kids do they have? Establish again and again (and through as many channels/points of contact) that these people are ordinary, human beings like you and me.
The other important responsibility of such a person is: communicate in ways that makes users feel they have an emotional stake in the product/service's life. This is the only way things get viral: when people are emotionally connected to something/someone. Then they talk. Involve your users and don't do lip-service to that. Let their be evidence that their opinion counts. (Eg. someone makes a suggestion which is not implementable right away. Shoot an email, acknowledging the suggestion, saying thank you, where you're at wrt to engg/tech and why its not possible right away. And when you DO implement the change, mail again saying 'hey we put it up. What do you think?')
Its a new and exciting place to be, there's a lot to learn. And by gosh, its fun!
Two companies I know are looking for Online Community Managers are Pinstorm and MangoSpring
In India specially, this is a relatively new and still evolving concept and career opportunity. But it ranks pretty damn high on the exciting-and-dynamic-work quotient! Here's my two cents:
the Internet functions differently than more traditional markets. Lets say, when I go to buy soap, I'd pick it up and smell it first. With furniture, I want to run my hands across it. When opening an account with a bank, I want to look into the representative eyes and 'feel' if he really believes what he's saying himself. There's something tangible that aids my decision to buy. I use my senses (sometimes one, sometimes all) to finally go ahead.
The Internet wipes out all of that. Sorry, no touching, no feeling, seeing, smelling, sensing . Faceless sellers sell to faceless buyers.
In this case, the work of the Online Community Manager is firstly, to be as human and humane as possible. Develop (systematically and regularly) the image of a 'real' person(s) dealing with customer communication. And here's where his know-how of technology (as Seth points out) will come in handy.. how to personalize as much as possible while still handling large numbers? Design an 'About Us' section with loads of information about the people behind the product/service: What do they look like, what do they do? How do they spend their free time? How many kids do they have? Establish again and again (and through as many channels/points of contact) that these people are ordinary, human beings like you and me.
The other important responsibility of such a person is: communicate in ways that makes users feel they have an emotional stake in the product/service's life. This is the only way things get viral: when people are emotionally connected to something/someone. Then they talk. Involve your users and don't do lip-service to that. Let their be evidence that their opinion counts. (Eg. someone makes a suggestion which is not implementable right away. Shoot an email, acknowledging the suggestion, saying thank you, where you're at wrt to engg/tech and why its not possible right away. And when you DO implement the change, mail again saying 'hey we put it up. What do you think?')
Its a new and exciting place to be, there's a lot to learn. And by gosh, its fun!
Two companies I know are looking for Online Community Managers are Pinstorm and MangoSpring
2 comments:
gr8 post ! hope to see many more..
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