community management
DESCRIPTION
Course about community management at skema business schoolTRANSCRIPT
What is a community?
A community is
A group of people that interact on shared interests. Advanced communities have
common goals, productions, and practices.
Different types of social links
frequently activated with a significant substance
relationships without significant meaning
absent relationships but a social proximity
the remainder of the network
Strong links• frequently activated with a significant
substance
• Example: – company: collaborators, stakeholders, frequent
customers.– person: family, friends
• dense strong links and closure of network may increase the sharing of resources and strengthen trust in a group [Coleman 1988]
Weak links• relationships without significant meaning
• examples: – company: occasional customer, people met
during events– person: simple acquaintance
• weak links and sparse networks may facilitate access to more varied resources and sources of information [Burt 2001]
Potential links• absent relationships but a social proximity;
typically actors that share interests or have common or that are linked to same actors
• the development of new relationships could strengthen the density of a group or bridge to new communities
Absent relationships• are not likely to appear unless randomly,
namely the remainder of the social network
• “Serendipity is when someone finds something that they weren't expecting to find.” http://en.wikipedia.org/wiki/Serendipity
social networks are composed of densely connected groups that are separated by structural holes and bridged by few weak links: people in either side of a structural
hole circulate in different flows of information [Burt 2001].
Social capital
"resources embedded in one's social networks, resources that can be accessed or mobilized through ties in the networks" [Lin 2008]
Different purposes
• "For expressive action, the purpose is to maintain and preserve existing resources” (e.g., to highlight production, to foster collaboration, or to strengthen community cohesion)
• "For instrumental action, the purpose is to obtain additional or new resources".
[Lin 2008]
network strategy for expressive action
• “bind with others who share similar resources, who are sympathetic to one's needs to preserve resources, who are prepared to provide support or help” [Lin 2008]
• a dense core of strong relationships enables to reinforce the sharing of resources and receive support for propagating information.
network strategy for instrumental action
• “Accessing better social capital may require extending one's reaching beyond inner circles – bridging through weaker ties or non-redundant ties (e.g. structural holes)." [Lin 2008]
• Having relationships with people that are active in different communities enable to receive and propagate information in these communities.
Building your network
• strong links: connect with collaborators and stakeholders of your company
• weak links: stay in touch with actors that you met (online or offline) for your business
• potential links: listen to the network to detect actors that share interests with you, connect and interact with them
Maintening your network
• strong links: – frequently interact with them– carefully monitor their publications– help them developing and maintening their
network
• weak links: – regularly have a quick insight on their publications– propagate their relevant and important news– occasionaly interact with them
using your network: expressive action
– maintain and preserve existing resources
– Strong links: • notify them of your productions• Ask them to diffuse it in their network• Introduce them to other actors of your network to
strengthen your community
– Weak links:• Strengthen relationships with actors that could
become collaborators
using your network: instrumental action
– extending beyond inner circles
– Strong links: • Ask them to help you targeting their relevant weak links
– Weak links giving access to new communities • Notify them of your productions• them to diffuse it in their network• Introduce them to other actors of your network to
strengthen your community
Guillaume EreteoSimplicity for building a community
WARNING
Twitter is just a tool: it is not a communication strategy
Your community will determine your tool
Let see now which possibilities are offered by twitter ;)
1. What's Twitter?"microblogging" service
short updates limited
to 140 characters.
To Follow: Updates of people you follow appear in your timeline (newsfeed)
Subscribe to someone’s updates
3 different ways for interacting:
•Send a short message to a bunch of people publicly•Send a short message to a specific person publicly•Send a short message to a specific person privately
What for?• Real time and mobile
blogging
• Diffuse and receive rapidfire, concise information.
• Wisdom of crowd
Send a short message to a specific person privately
Send a short message to a bunch of people publicly
mention specific persons publicly
Discussssion
who will see your messages?
Potentially:All your customers(current and future!)
Potentially:the wholeworld ;)
Publicly or semi-publicly?
Only your followers will see your messages!
#Hashtag
Join a conversation about an event or a theme
Retweet: World Of Mouth
Is your community on twitter?You have a strategy?Something to say?
ENGAGE!!!
listen !find and build your communityhttp://www.slideshare.net/ereteog/social-media-reputation-management-course-2010-2011
Build your community
Automatically follow people that use specific keywords
or match a given profile
Develop direct relationships with influencers
(bloggers, journalists, etc.)
Bring your community to you
Tweetdeck
Manage multiple accounts
Easely Listen
Easely Listen
Easely publish
Interact with your community
Pull your custumers into your brand life cycle
“Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers”
http://www.nec.co.jp/cs/en/voice.html
“Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers”
http://www.nec.co.jp/cs/en/voice.html
Social medias
Looks like as social as the web !
Get feedbacks and implicate your customers
Build a privileged community
Private twits
Build a very priviledged community!– Special offers annouced only through
twitter– Incitate your followers to recommend to
follow you – High quality information pushed only to
customers
Care about unsatisfied customers
In 2009, Dell generated $9 million in PCs and accessories through Twitter and Facebook
http://www.geek.com/articles/chips/twitter-and-facebook-generated-9-million-for-dell-last-year-2010033
references
• [Lin 2008] Lin, N.. A network theory of social capital. In D.Castiglione, J.W. van Deth, and G. Wolleb; editors, Handbook on Social Capital. Oxford University Press. (2008)
• [Coleman 1988] Coleman, J. S.: Social capital in the creation of human capital. The American journal of sociology, Vol 94, Supplement: Organizations and Institutions: Sociological and Economic Approaches to the Analysis of Social Structure. (1988)
• [Burt 2001] Burt, R. S.: Structural Holes versus Network Closure as Social Capital. N. Lin, K. Cook, R. S. Burt: Social Capital: Theory and research. Aldine de Gruyter: 31-56. (2001)
http://www.slideshare.net/ereteog http://twitter.com/ereteog
