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Robin Hamman's Retrospective Keynote VirComm 13
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Robin Hamman's Retrospective Keynote VirComm 13

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Robin Hamman's keynote at VirComm13, London, UK Feb 7th 2013

Robin Hamman's keynote at VirComm13, London, UK Feb 7th 2013

Published in Technology
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Transcript

  • 1. A Potted History ofCommunity Management Robin Hamman, Director, Edelman Digital(cc)  Bush)ck:  h,p://www.flickr.com/photos/bush)ck/7225994354/
  • 2. 2
  • 3. RESEARCH PLAN • Insights & Intelligence • Social Business Planning • Social Conversation Analysis • Organisational Design • Influencer Identification • Policy & Governance • Survey & Focus Groups • Technology & Workflow ANALYSE• Conversation Analysis TRANSFORM• Social Media & Brand Monitoring• Listening Programs • Strategy OUR SERVICES• Measurement Framework • Education & Certification • Program Planning & Integration CREATE & DEVELOP COUNSEL ENGAGE • Design & Development • Online Engagement Counsel • Community Management • Mobile/Tablet App Dev • Issues Management • Online Influencer Engagement • Digital/Social Advertising • Crisis Preparedness • Social Search Optimisation • Digital Creative Content • Technical Development
  • 4. THE DIGITAL ECOSYSTEM Web, social, mobile, search—our philosophy is to look at the bigger picture and how it all integrates. Mobile Properties Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks social sharingsearch engines BRAND WEBSITES MULTIBRAND WEBSITES BRANDS MULTIBRAND BLOGGER RICH MEDIA OUTREACH BLOGS CORPORATE WEBSITES PARTNERSHIPS ADS BANNER ADS Owned + Paid + Earned Earned
  • 5. SOCIAL BUSINESS PLANNING Our proprietary methodology is designed to help complex organisations navigate social at scale.ORG & GOVERNANCE STRATEGY Organisational Design Vision Governance & Control Business Objectives Culture & Leadership PLATFORMS Roadmap PEOPLE PROCESS ECOSYSTEM MEASUREMENT Audience Key Performance Indicators Engagement Analytics & Methodology Risk
  • 6. GLOBAL SOCIAL ARCHITECTUREGLOBAL MEETS LOCAL Edelman ClientGlobal organisations need to Global Globalintegrate social at scale bothregionally and globally. CentralWe call this “Glocal”—putting a Platformsocial architecture in place thatallows a business or brand to Best Marketingscale content and engagement Practices Assetsefforts, centralise andcoordinate calendars, andstandardise KPI’s, socialenterprise technologies etc. Local Training Cascade Local Markets Modules Docs Markets
  • 7. 2.5M FANS 12MFANS 9M FANS LYNX SHELL PUMA10M 250K MOBILE APP 250K FANS FANS DOWNLOADS
  • 8. (cc) Crazybarefootpoet:The Electronic Frontier http://www.flickr.com/photos/15198978@N04/7974395358/
  • 9. PRE-INTERNET OF THE 80’SM1ATD (attention, tone, dial) 6929348CONNECT 1200Login:>CybersocPassword:>******Welcome to Koala Country!!!!!
  • 10. THE INTERNET 1995
  • 11. WALLED GARDENS: MID-90’S
  • 12. EARLY DAYS AT THE BBC Lizzie Jackson
  • 13. COMMUNITY MANAGEMENT AS A SPECIALITY(cc)TerryGeorge: http://www.flickr.com/photos/30974608@N02/7804685482/
  • 14. 1ST MULTI-DOMAIN MODERATION TOOL?
  • 15. “TWITTER” IN 2001/join #soho/nick Cybersoc/list/me waves hello
  • 16. BBC INVESTS HEAVILY IN COMMUNITYTayfun King - “iPresenter” BBCi Studio, Bush House, 2002 Jordan Launches BBCi Studio· first purpose built live chat studio in the UK open to public interaction· is one of very few buildings in the UK to have interactivity built into the architecture via"thru glass" technology.· will initially run up to 12 Live Chats and 12 Chatrooms each week· 2.5 miles of video and audio cables, 250 inches of state of the art plasma screens· encompasses the record breaking Live Chat team which recently logged 14,000 unique users fora single event featuring Louis Theroux
  • 17. “JOINING THE CONVERSATION” 18
  • 18. OPENING THE FLOODGATES
  • 19. (cc) Acrib (Original by Monocle) http://www.flickr.com/photos/andrerib/3276544494/
  • 20. BEING STRATEGIChttp://www.toprankblog.com/2012/08/optimize-b2b-content-across-the-sales-cycle/
  • 21. DEMONSTRATING ROIdriving awareness employee engagement increasing share of voice in search resultsusing insights to improve delivery engaging partnersreducing costs deflecting customer care inquiries enhancing loyalty building trust increasing sales conversations nurturing advocacy managing risk increasing click throughs
  • 22. EMERGING COMPETITION?
  • 23. Robin HammanDirectorEdelman Digital robin.hamman@edelman.com http://www.edelman.co.uk http://www.linkedin.com/in/ @Cybersoc robinhamman http://www.cybersoc.com ???