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community management


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Course about community management at skema business school

Course about community management at skema business school

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