Online Community Management

Online Community Management From Knowhow to Know who knows how A White Preso from Erik van der Zijden

Community Management is like organizing a party. Don’t play nice and people won’t show up. Or leave. copyright digiredo www.digiredo.nl

Our Community Communities can be split into two categories: Internal Communities (A) and Customers External Communities (B). Authorities Internal Communities consist of a local part and an international part. External Communities may be formed by several subcommunities, most notably the customers and competitors. In pharma also authorities play a significant role. AM Suppliers BU IM MT REG INL EMT SEC TECH ... REG B Competitors INT SITE Partners & Network of Experts ... A copyright digiredo www.digiredo.nl

Our Community Our company has an internal flow of Community Management and an external Customers flow. Authorities This White Preso will focus on the internal flow. Further research needs to indicate whether we might consider utilizing the external flow as well. AM Suppliers BU IM MT REG INL EMT SEC TECH ... REG B Competitors INT SITE Partners & Network of Experts ... A copyright digiredo www.digiredo.nl

Our Internal Community As per July 2009 INL uses ‘Innovare’, an internal web-based and cloud-hosted community based on collaboration and innovation. This platform includes several social media tools to elaborate on internal open social innovation and collaboration. BlogBuster Internal blog, by everybody, for everybody. MyID Idea collection and selection. BoTcast Weekly audio or video about the company. NetVibes Employee-specific RSS reader. Wiki Company Knowledge Centre FF Polsen Poll feature, to be used by all. copyright digiredo www.digiredo.nl

Community Manager • Tasks Community Business Facilitation Content Creation Evangelism Evolution allignment Coordinates w/ other Moderates and Helps accepting Identifies and tackles depts Measures cost-benefit participates in platform legal issues dicussions Organizes/executes Acts as internal Indentifies needs and Designs strategy to training promotor improves platform further build platform. Leads by example Executes. Manages budget Sets up promotional Organizes on- and strategy offline community Links to company Motivates people to events strategy participate Sets up reporting to stakeholders Stays up to date on web 2.0 developments Manages Member Life Cycle Strategic Tactical copyright digiredo www.digiredo.nl

Community Manager • Skills Community Business Facilitation Content Creation Evangelism Evolution allignment Coordinates w/ other Moderates and Helps accepting Identifies and tackles depts n al participates in Measures cost-benefit ctio platform hip l legal issues al Cro ss-fun Leaders Ana lytica -function dicussions ple Peo Cross Organizes/executes Acts as internal Indentifies needs and Designs strategy to training niza tion promotor unicatio n improves platform hnical further build platform. O rga Leads by example Com m cal & Tec Executes. ytical ership A nalyti Anal Manages budget Lead Sets up promotional Organizes on- and tic al Analy strategy rketin g offline community n Links to company Motivates people to Ma events nizatio strategy Orga le participate Peop hip Le aders Sets up reporting to stakeholders on nizati Orga Stays up to date on web 2.0 developments al Te chnic Manages Member Life Cycle le Peop Strategic Tactical copyright digiredo www.digiredo.nl

A Community Manager is able to... ... work with other departments To see what other departments can do for the community. ... organize stuff Whether it’s a training on the use of the platform or an offline community event. ... lead the way Boldly go where no man has gone before. And don’t lose anybody along the way. ... walk the talk A perfect communicator, able to express the intentions, to get what she*) wants. For the community. ... promote the community Either an internal promotion campaign or a full-blown conference presentation with 2,500 delegates. ... be a nerd, sometimes Like it or not, this is geek stuff. So get used to it and immerse yourself. ... forget sleep It’s a true passsion. Good thing it’s in the cloud so you can be with your passion 24/7. The community expects that. ... be authentic, transparent and engaging Just the normal Web 2.0 manthra. *) a she can also be a he copyright digiredo www.digiredo.nl

What does that mean for our community? Content Creation Create high value content on the platform. On a regular basis. Reporting Establish fixed reporting to inform stakeholders about the platform. Also inform community about newly created content Cross-functional Collaboration With IT, International Organizing Community Events On- and offline events to stimulate the community feeling Promoting the Platform To see what other departments can do for the community. Developing the Platform How can we further design the platform. Iterate often. Think about Reputation Management, external use, Innovation Incubator. copyright digiredo www.digiredo.nl

Management Team should... ... know what their people are up to If your people are active in our Community, you should know about it. Embrace it. And let them know. ... forget e-mail as mass communicator Have something important to tell to the entire company? Before prepping your e-mail and hit ‘Send to All’, think about BlogBuster. Except birthday cake invitations. ... walk the talk, practice what you preach We want Innovare to facilitate improving our company. Shout it out and lead by example. ... behave online Be a good online citizen. You know what that means. ... know the ideas The future of the company might be caught in these ideas. Our people put effort in sharing these ideas. They want us to know how to make Intervet better.We should all be grateful for that and respect it by knowing what these ideas are. ... encourage participation of your people Some of your people will thrive in Innovare, others will avoid it. You should deal with both extremes. Enter the dialogue with your people about their Community activities. Don’t we have MyPMP for that? ... follow and participate in discussions Fearsome discussions may arise on Innovare. You don’t wanna miss that. And may be you have an opinion too. copyright digiredo www.digiredo.nl

Rewarding Ted Talks | Dan Pink Autonomy A The urge to direct our own lives. Mastery M The desire to get better and better in something that matters. Purpose P The yearning to do what we do in the service of something larger than ourselves copyright digiredo www.digiredo.nl

How to reward Great Contributors - 1 P Participate in Platform Development Great Contributors share a passion for the platform. They use it a lot so no doubt they also have ideas about improving it. Involve them in the Roadmap Development. P Give Visibility Apart from the ‘Top 10 Contributors’ list give Great Contributors a separate status on the platform. ‘Great Contributor’, or so. A Let them moderate Giving people the ‘power’ to determine what’s good and what’s not feels good. A Let Them Own Let Great Contributors think of improvements and give al responsibility for that part of the platform to them (building, maintaining) copyright digiredo www.digiredo.nl

How to reward Great Contributors - 2 M Educate Usually Great Contributors are keen to learn, to share. Send them on a course to whatever they like. Knitting not included. We could also provide educational books. Discuss at PMP The semi-annual motivational opportunity to tell people what they did right. Right? Put it on the agenda and show the appreciation. M First Access in High Technology Projects Most probably Great Contributors like new stuff. Reward them with new stuff. Such as a Mac for example. Just Plain €€ Yep, that still motivates some people. copyright digiredo www.digiredo.nl

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Online Community Management

by René van den Bos on Jan 18, 2010

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