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Community Management Blueprint (English Version of #CCB10 Presentation)



Wrap-up of discussions at Community & Marketing 2.0 SUMMIT (covering only the community management aspects!)

Wrap-up of discussions at Community & Marketing 2.0 SUMMIT (covering only the community management aspects!)



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    Community Management Blueprint (English Version of #CCB10 Presentation) Community Management Blueprint (English Version of #CCB10 Presentation) Presentation Transcript

    • Community Management Blueprint Wrap-up of discussions from Community SUMMIT 2010 for a session at CommunityCampBerlin 2010 Björn Negelmann / N:Sight
    • Community & Marketing 2.0 SUMMIT 2010
      • Evangelisch.de
      • Monster.de
      • Greenaction.de
      • Motor-Talk.de
      • GuteFrage.Net
      • Bookrix
      • Wer-Weiss-Was.de
      • VZ-Netwerke
      • OS-Community.de
      • Qype.de
      • Lokalisten.de
      • Blaise Grimes-Viort
      • Rebecca Newton
      • BVCM (German Community Management Association)
    • Meta Model for Structuring the Output: „Community Management Triad“ Interaction Engagement Moderation Governance Org. Constitution Monetarisation Technology Role Org. Processes Building Processes Design Organization
    • Discussions on Community Design (I)
      • Engagement Approach
        • Key usage scenario on top of „friend-ing“
        • Need for inbuilt activation elements
        • Importance for active community management (online/offline)
      • Interaction Approach
        • Activity stream as new core element!
        • Consideration of community lifecycle: homogenous at start – heterogenous by growth – partially homogenous to proceed (Reed‘s Law)
        • Flat information architecture
    • Discussions on Community Design (II)
      • Monetarisation
        • Different channels of revenue instead of one revenue
        • Freemium provides the core value of the community
        • Use of inbuilt viral features for promotion (less costs)
      • Technology
        • Depends on the core idea of the community
        • User-centric feature development as engagement approach
        • Lightweighted & Adaptive
        • Efficiency: Importance of filtering and moderation support (Filter, Monitoring, Data Mining, Parent Permission/Law Enforcement)
    • Discussions on CM processes (I)
      • Community Building Approach
        • Make use of existing offline communities
        • Make use of topic peers resp. become a peer (with an existing online fan group!)
        • Start with your personal network (alpha/beta)
      • Moderation
        • Be actively a role model!
        • Communicate and act on par with your user.
        • Behave transparent and consistent
        • Consistent behavior for whole team (internal/external)
    • Discussions on CM processes (II)
      • Conflict resolution
        • Assuming: transparent & consistent behavior
        • Do not hesitate to execute your householder‘s rights
        • Definition of escalation steps (conflict or issues like suicide announcement)
      • Governance
        • Importances of defined community rules & netiquette
        • Show active „presence“for conflict prevention!
        • A community manager is not a psychologist! But he/she must take responsibility for „proteges“!
        • Death of a member: Importance of community profile as memorial page
        • Controlling and resulting actions along the community lifecycle as success factor (Building: quantitative measures; Maturity: qualitative measures)
    • Discussions on CM organization
      • Role of community manager
        • Micro level: process manager, not sales person (champion) nor guru (catalyst)!
        • Macro level: Cross-functional position & opinion broker (in both directions internally/externally)
      • Organizational „Constitution“
        • Start always with internal moderators; with growth: fragmentation of community moderation
        • Introduce meta moderation: active management of moderators for conistent behavior
      • Organizational „Principles“
        • Pre-defined rules & escalation steps
        • Form and contents are depending on community
    • Future Trends 2011?
      • Evolution of triad idea? Design – Processes – Organization
      • New Community trends? Concepts, state-of-art in set of features, technology concept
      • Other? Tell me – I am curious. @bn_at_twitter
    • Community & Marketing 2.0 SUMMIT 2011
      • Open Call-For-Participation: http://community-summit.de/programm/callforparticipation
      • What we are looking for?
        • Talks about community practices
        • Experiences regarding the community triad
        • Experiences regarding the technology concepts (infrastructure and/or supporting systems as Crisp NetModerator etc)
      • Contacts:
        • Björn Negelmann, @bn_at_twitter, bn@n-sight.de
      13.-15.09. 2011