community management


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Course about community management at skema business school

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community management

  1. 1. Community Management<br />Guillaume ERETEO<br /><br /><br /><br />
  2. 2. Whatis a community?<br />
  3. 3. A communityis<br />A group of people thatinteract on sharedinterests. Advanced communities have common goals, productions, and practices.<br />
  4. 4. Different types of social links<br />the remainder of the network<br />absent relationships but a social proximity<br /> relationships without significant meaning<br />frequently activated with a significant substance<br />
  5. 5. Strong links<br />frequently activated with a significant substance<br />Example: <br />company: collaborators, stakeholders, frequent customers.<br />person: family, friends<br />dense strong links and closure of network may increase the sharing of resources and strengthen trust in a group [Coleman 1988]<br />
  6. 6. Weak links<br />relationships without significant meaning<br />examples: <br />company: occasional customer, people met during events<br />person: simple acquaintance<br />weak links and sparse networks may facilitate access to more varied resources and sources of information [Burt 2001]<br />
  7. 7. Potential links<br />absent relationships but a social proximity; typically actors that share interests or have common or that are linked to same actors<br />the development of new relationships could strengthen the density of a group or bridge to new communities<br />
  8. 8. Absent relationships<br />are not likely to appear unless randomly, namely the remainder of the social network<br />“Serendipity is when someone finds something that they weren't expecting to find.”<br /><br />
  9. 9. 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]. <br />
  10. 10. Social capital<br />"resources embedded in one's social networks, resources that can be accessed or mobilized through ties in the networks" [Lin 2008]<br />
  11. 11. Differentpurposes<br />"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) <br />"For instrumental action, the purpose is to obtain additional or new resources". <br /> [Lin 2008]<br />
  12. 12. network strategy for expressive action<br />“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]<br />a dense core of strong relationships enables to reinforce the sharing of resources and receive support for propagating information.<br />
  13. 13. network strategy for instrumental action<br />“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]<br />Having relationships with people that are active in different communities enable to receive and propagate information in these communities.<br />
  14. 14. Building your network<br />strong links: connectwithcollaborators and stakeholders of yourcompany<br />weak links: stay in touchwithactorsthatyou met (online or offline) for your business<br />potential links: listen to the network to detectactorsthatshareinterestswithyou, connect and interactwiththem<br />
  15. 15. Mainteningyour network<br />strong links: <br />frequentlyinteractwiththem<br />carefully monitor their publications<br />help themdeveloping and mainteningtheir network<br />weak links: <br />regularly have a quick insight on their publications<br />propagatetheir relevant and important news<br />occasionalyinteractwiththem<br />
  16. 16. usingyour network: expressive action<br />maintain and preserve existing resources<br />Strong links: <br />notifythem of your productions<br />Askthem to diffuse it in their network<br />Introducethem to otheractors of your network to strengthenyourcommunity<br />Weak links: <br />Strengthen relationships with actors that could become collaborators<br />
  17. 17. usingyour network: instrumental action<br />extending beyond inner circles<br />Strong links: <br />Askthem to help youtargetingtheir relevant weak links<br />Weak linksgivingaccess to new communities<br />Notifythem of your productions<br />them to diffuse it in their network<br />Introducethem to otheractors of your network to strengthenyourcommunity<br />
  18. 18. Guillaume Ereteo<br />Simplicity for building a community<br />
  19. 19. WARNING<br />Twitterisjust a tool: itis not a communication strategy<br />Yourcommunitywilldetermineyourtool<br />Let seenowwhichpossibilities are offered by twitter ;)<br />
  20. 20. 1. What's Twitter?<br />"microblogging" service<br />short updates limited <br />to 140 characters. <br />
  21. 21. To Follow:<br />Updates of people youfollowappear in yourtimeline (newsfeed)<br />Subscribe to someone’supdates<br />
  22. 22. 3 differentways for interacting:<br />Send a short message to a bunch of people publicly<br />Send a short message to a specific person publicly<br />Send a short message to a specific person privately<br />
  23. 23. What for?<br />Real time and mobile blogging<br />Diffuse and receiverapidfire, concise information.<br />Wisdom of crowd<br />
  24. 24. Send a short message to a specific person privately<br />
  25. 25. Send a short message to a bunch of people publicly<br />
  26. 26. mention specificpersonspublicly<br />Discussssion<br />
  27. 27. whowillseeyour messages?<br />
  28. 28. Potentially:All your customers(current and future!)<br />
  29. 29. Potentially:the wholeworld ;)<br />
  30. 30. Publicly or semi-publicly?<br />Onlyyourfollowerswillseeyourmessages!<br />
  31. 31. #Hashtag <br />Join a conversation about an event or a theme<br />
  32. 32. Retweet: World Of Mouth<br />
  33. 33. Is yourcommunity on twitter?You have a strategy?Something to say?<br />
  34. 34. ENGAGE!!!<br />
  35. 35. listen !<br />find and buildyourcommunity<br /><br />
  36. 36. Build your community<br />
  37. 37. Automatically follow people that use specific keywords or match a given profile<br />
  38. 38. Develop direct relationships with influencers (bloggers, journalists, etc.)<br />
  39. 39. Bring your community to you<br />
  40. 40. Tweetdeck<br />
  41. 41. Manage multiple accounts<br />
  42. 42. EaselyListen<br />
  43. 43. EaselyListen<br />
  44. 44. Easelypublish<br />
  45. 45. Interact with your community<br />Pull your custumers into your brand life cycle<br />
  46. 46. “Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers”<br /><br />
  47. 47. “Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers”<br /><br />Looks like as social as the web !<br />Social medias<br />
  48. 48. Get feedbacks and implicate your customers<br />
  49. 49. Build a privileged community<br />
  50. 50. Privatetwits<br />Build a verypriviledgedcommunity!<br />Specialoffersannoucedonlythroughtwitter<br />Incitateyourfollowers to recommend to followyou<br />High quality information pushedonly to customers<br />
  51. 51. Care about unsatisfied customers<br />
  52. 52. In 2009, Dell generated $9 million in PCs and accessoriesthroughTwitter and Facebook<br /><br />
  53. 53. references<br />[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)<br />[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 EconomicApproaches to the Analysis of Social Structure. (1988)<br />[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)<br /><br /><br />
  54. 54.<br />