the community manager (v1.1)
DESCRIPTION
This is the slide deck used to support the 2 1/2 days of training given about Community Management at ICHEC Entreprises for the "Certificate in Community Management" - Spring 2012 sessionTRANSCRIPT
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Community Managerv1.1 beta
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intro
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@theafter
hello
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golden rule
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platinum rule
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context
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evolution of mankind
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evolution of societiessource: In Search of How Societies Work, David Ronfeldt, 2006
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comparing modelssource: In Search of How Societies Work, David Ronfeldt, 2006
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the shift
http://www.xmind.net/share/theafter/-new-world-of-(me)dia/
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time & space
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networksSingapore blogosphere 2008
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encoding
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search
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contribute
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“Think about how you use the Web right now compared to six years ago.
(...)Social Media is the innovation of our time.
(...)Our behavior and the behavior of future
generations has been irreversibly altered.”
- David Armano, Logic+Emotion
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people + web 2.0=
social media
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web 1.0
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web 2.0
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from
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to
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word of mouthsource: Twitip.com
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http://www.a-g.com/Media-Planning
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http://conversations.marketing-partners.com
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Monologue
Dialogue
Conversations
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interactive mediasource: GoViral
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http://www.forrester.com/
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http://www.forrester.com/
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theconversationprism.com
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stats & insights
www.google.com/adplanner
www.google.com/insights/search/
trends.google.com/trends
www.facebook.com/insights/
cim.be/fr/internet/trafic/résultats/public
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people + web 2.0 + business context
=enterprise 2.0
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source: Forrester
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elliance.com
build a social website
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elliance.com
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benefits?
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McKinsey, 2009
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McKinsey, 2009
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McKinsey, 2009
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McKinsey, 2009
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McKinsey, 2009
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http://www.pangaro.com
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http://iampersona.wordpress.com/
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http://blog.calgarypubliclibrary.com
What about you?
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Personal Branding
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people 2.0http://darmano.typepad.com/
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the new youhttp://darmano.typepad.com/
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about you
‣ do you use the net? eMail, Surf?
‣ do you (or your company) have a website / blog?
‣ do you have a mobile phone?
‣ can you name 5 Social Networks?
‣ why do you want to use them?
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theconversationprism.com
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Chris Brogan
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David Armano - Thinking Visually
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Scott Monty
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an introductionto the community manager’s role
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Listen
Learn
Act
Engage
Adapt
v1.0 v2.0
#AdaptorDie via Briansolis.com
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the community manager
markom
sales
board
support
hr
it
the world
suppliers
r&d
customers
ambassadors
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Tasks list
• Listening
• Planning
• Publishing
• Connecting in/out
• Crisis management
• Collaborating
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Set of skills• Passionate
• Eager to learn, inquisitive
• Willing to share
• Daring
• Good writing skills
• Open minded
• Communicative
• Responsive
• Positive, Constructive
• Social
• People Manager
• Multi-media skills
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basic notions
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SEM = SEO + SEA
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SEO = organic search
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how does it work?
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SEA
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SEO vs. SEAelliance.com
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Why is it relevant to me as a community
manager ?
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RSS
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?
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Analyticshttp://www.euromonitor.com
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on site
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off site
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http://www.petercanthony.com
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http://blog.init-marketing.fr
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The 1 mio € question
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Blogging
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which blogging software?
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Blogging Software
Examples
Posterous
Blogger
Wordpress
Tumblr
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Social Networks
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TNS digital life
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Youtube
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Flickr
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Google Plus
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IssuuSlideshare
Soundcloud
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DeliciousStorify
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MeetUpEventbrite
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NingSquarespace
Drupalgardens
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enterprise solutions
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Geolocation
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still in development
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but... indexing world’s places started
Facebook Places
Foursquare
Gowalla
Google Latitude
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We will create a ...• Master email
• Blog
• A feedburner account
• Set up Google Analytics
• Use the webmaster tool
• Build a Facebook page
• Twitter account
• Netvibes Dashboard
• Linkedin Company Page
• Youtube account
• Podcast / vodcast
• and more...
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a step by step guideto social media
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step 0 - try & fail
Learn to walk before running
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step 1 - build your ID
Set the roots
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step 2 - get a strategy
Think
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3DR
Define DeliverThis is the "idea" phase.
You will gather all the info around your business idea :•What's the name?•"Reason why" you do what you do?•What's the business model behind the idea?•Who are you talking to?
This is the "action" phase.
You will focus on the execution•Find the right team•Find partnerships•Stay FOCUSED
Drive RewardThis is your "amplification" phase.
Your soul has to cross the line in the real world. Now your idea is alive. Make it known to everyone:•Spread the word•What's your story? What's your content?•Are you relevant to your audience?•Bring customers on board
This is the "thank you" phase.
Your most tangible asset is your customers/employees base•Cherish them•Reward them•Turn them into ambassadors.
The After
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step 3 - select tools
Be rational
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toolboxhttp://classroomclipart.com
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theconversationprism.com
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The After
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Manage Content Gather Insight Exchange
YOU publishers bookmarks analytics communication
community image storage data streams projects
blog sounds knowledge communities crowdsourcing
location videos information networks infrastructure
personal data live stream reputation v-office
Capital Creation Curation Control Collaboration
social media dashboard - beta version
The After
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Manage Content Gather Insight Exchange
Google accountFB account
OpenID, Linkedin
TwitterFlavors, CheckThis
Prezly
DeliciousStumbleUpon
Google AnalyticsFB insights
Twittercounter, bit.ly
SkypeSocialcast, Yammer
Flowtown
FB pages/groupsLinkedin
Flickr, PicasaInstagr.am
Prezy
EvernoteDropbox
Issuu
RescueTime,BeeboleWakoopa
AddThis, ShareThis
BaseCampZoho projects
Beebole
Blogger, WPPosterous,Tumblr
SoundcloudMySpace
SlideshareKnowledge Plaza
Docstoc
DialogFeedGetsatisfaction
CrowdspringODesk, Mindmeister
GhostBloggers
4squareGowalla
YoutubeVimeo
Dailymotion
StorifyWiki
Netvibes
HootsuiteCoTweet, Seesmic
Twitspark
Google AppsZoho
Docs.com
Memolane, DipityWhoopaa
LivestreamuStream
Qik (mobile)
Klout, Ubervu, BringshareAttentio
ContactOfficeAcrobat
Capital Creation Curation Control Collaboration
social media dashboard - beta version
The After
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other sources
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Check list✓ Get all basic brand elements (texts+images)
✓ Book all vanity URLs
✓ Draw the content flow
✓ Create a central password keychain
✓ Get dedicated email aliases
✓ Set up a naming convention
✓ Build your own toolkit
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Basic brand elements‣ texts :
‣ internal social media policy
‣ disclaimer guidelines
‣ social media charter
‣ short brand presentation (2 versions: 140 char + in 300 char)
‣ images :
‣ logos
‣ icons
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step 4 - focus & act
Be consistent
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step 5 - measure
Keep it simple
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http://blog.init-marketing.fr
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The 1 mio € question
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http://crackthesocialmediacode.com
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http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
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PeopleTechnology
Time
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step 6 - start over
Challenge yourself
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http://implementingenterprise2.com
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conclusions
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in the end
‣ nothing changes
‣ everything changes
http://darmano.typepad.com/
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The secret formula
‣ If you can understand basic human psychology
‣ If you have enough empathy to relate to the inevitably correlated behaviors
‣ If you feel like responding
‣ Then social media will be a piece of cake to embrace
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‣ you can
‣ try, try, try
‣ share : in + out
‣ know why you do what you do
‣ ask for more...
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1
Innovation timeline 1900-2050
AutomobileSafety razorTape recorder
Tabloid newspaper
Aeroplane
Hydrofoil
Vacuum cleanerCornflakes
E=MC2Cubism
Traffic lightsAssembly lines
HelicopterPlastics
BraSonar
Transatlantic flight
Band-Aid
VegemiteSpindryer
TelevisionLego
Quartz crystal clock
Jet Engine
Nylon
Chocolate chip biscuits
Sliced bread
Parking metersPenicillin
Fluorescent lightingInstant coffee
Hearing aid
Cats eyesRadar
Aqualung
Electronic computerNuclear fission
Photocopier
Microwave ovenVelcro
Ballpoint pen
Atom bomb
Frisbee
Tupperware
Credit card
Polaroid cameraColour TV
Silly puttyMr Potato head
Nuclear power
Radial tyres
Superglue
The Pill
DNA
Jet airliner
Plate tectonics
Liquid paperSilicon chip
Computer mouseCarbon dating
SatellitesLaser
Hovercraft
Barbie
Acrylic paint
Cassette tape
Jacuzzi
Microprocessor
Cat scanner
Heart transplant
Artificial heartBarcodes
ATMAstroturf
Space station
IVF
Word processorPongVCR
Internet
Video game console
Moon landing
Dot matrix printer
Artificial printerFloppy disc
Pocket calculator
Liposuction
Kevlar
Walkman
Laser printer
Fax machineHome computingGore-tex
Magnetic resonance imaging
Test tube baby
Compact disc
Space shuttle
Hepatitis B vaccine
Cellular phone
VisiCalc
IBM PCMS-DOS
Post-It note
Starbucks
Apple LisaApple MacintoshCD-ROM
3-D gaming
Hybrid car
Self-cleaning windowsVirtual keyboard
Fuel cell bikeBirth control patch
Artificial liverViagra
Web-TV
Pentium processor
World Wide WebHTMLHD-TVDVD
Prozac
Disposable contact lens
Camcorder
Disposable camera
Synthetic skin
GPS
Goggle
SkypeYoutube
Flickr
Fast Company magazineWired magazine
YahooAmazon
AOL
Sleep hotels
Wearable computers
Intelligent cosmetics
Soft baths
GPS clothing
Robotic surgery
Road reservation system
Artificial eyes
Dream machines
E-newspapers (e-ink)
150GB memory stick
DNA computer
Virtual protest marches
Just in time shopping
Robotic soldiersHydrogen fuel stations
Virtual reality windowsDigital mirrors
Synthetic bacteria
Plastic bones
Nanobotic toothpaste
Individual pollution credits
Memory enhancement in humans
Space factories Space mining
Single global currencyVideo wallpaper
Gene based diets
VR enhancing drugs
Offshore prisonsPrison countries
Fuel cell phones
Nano pills
3D printers
Man on Mars
Artificial brain
Brain transplants
Web 4.0Compulsory biometric ID
Self-driving cars
Robotic insects
Global ID card
Human memory downloads
Global voting
Global flat tax system
Self-cleaning houses
2007 205019501900
Disposable phones
Reputation trading
Sleep surrogates
Gravity tube
Face recognition doors
Sintered Armorgel
Rounjin Z-0001
Smart bullet
Granton motor
Helio-Berylliumebay
Netscape
MySpace
www.nowandnext.com
Mindwipes
Helio-Beryllium
Robotic pest control
Skyshield
Joymakers
Accelerated schooling
Scramble suit
Neuronic whip
Granton motorRandominoes
Homorium
Robocops
Disintegrator
Labots
Short-wave scapel
Child-care robots
Dustmotes
Localizers
Space tugs
Oceanic thermal converter
Mandroids
Spray on surgical gloves
Needlecasting
e-suit
Napcaps
Stress control clothing
Warp drive
Sleep surrogates
Reputation trading
Quiet paint
Invisibility cloak
3D fax
Nano drinks
Self-repairing roads
Sensory Internet
Moon village
Truth sensors
Space ladder
Smart baths
Silent villages
Virtual holidays
Baby exchanges
Alien detectors
DNA Scrambler
Invisi-spray
Replicators
Brain switchers
thank you