Urban mobility (97 2003)

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Urban mobility (97 2003)

  1. 1. Urban Mobility « on line «  Community Study, create, populate, animate An alternative approach of marketing intelligence gathering intended for co-creation
  2. 2. Your Question : Urban Mobility trends and Brand opportunities <ul><li>Identify possible scenarios through information gathering and linking by collecting consumers attitude through WOM analysis of the web </li></ul>
  3. 3. Our answer : the “urbanmob” community <ul><li>Study, create, populate and animate a socialmedia on line community </li></ul>
  4. 4. The “urbanmob” community A step by step answer <ul><li>The process </li></ul><ul><li>The timeline </li></ul><ul><li>The delivery of the project </li></ul><ul><li>The sound philosophy to community building </li></ul><ul><li>The team and project management </li></ul><ul><li>The budget </li></ul><ul><li>Appendices </li></ul>
  5. 5. <ul><li>1 </li></ul>The Process
  6. 6. Bird’s eye view of the process <ul><li>Study </li></ul><ul><ul><li>Context analysis </li></ul></ul><ul><ul><li>Existing web site and contributors on the subject </li></ul></ul><ul><li>Create </li></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Register different web services </li></ul></ul><ul><li>Populate </li></ul><ul><ul><li>Invitation strategy </li></ul></ul><ul><ul><li>Suscitate interventions </li></ul></ul><ul><ul><li>Tease animations </li></ul></ul><ul><li>Animate </li></ul><ul><ul><li>Events for the community </li></ul></ul><ul><ul><li>Obtaining contribution </li></ul></ul>
  7. 7. Study “knowing what already exists” <ul><li>Study </li></ul><ul><ul><li>Michelin’s context and requirements </li></ul></ul><ul><ul><ul><li>Internal sources and external sources </li></ul></ul></ul><ul><ul><ul><li>Michelin’s human input </li></ul></ul></ul><ul><ul><li>Existing Web content </li></ul></ul><ul><ul><ul><li>Web sites and blogs </li></ul></ul></ul><ul><ul><ul><li>Personalities </li></ul></ul></ul><ul><ul><li>Outside World </li></ul></ul><ul><ul><ul><li>Schools and institutes </li></ul></ul></ul><ul><ul><ul><li>Prominent individuals </li></ul></ul></ul>Identifying the « natural » input and reqs Finding the existing resources Completing the overview
  8. 8. Create “building the community cloud” Invest our “tag” through many socialmedia
  9. 9. UrbanMob Cloud the hearth <ul><li>Why ? </li></ul><ul><ul><li>“ Blog starts discussion, still ! “ </li></ul></ul><ul><ul><li>Have a central information hub : relay interesting content and create original content </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Create a Wordpress wikiblog allowing </li></ul></ul><ul><ul><ul><li>Multiple authors </li></ul></ul></ul><ul><ul><ul><li>Bilingual (french + english) posts </li></ul></ul></ul><ul><ul><ul><li>Page structure organizing interesting ressource on Urban Mobility </li></ul></ul></ul>Centralizing the information of our tag
  10. 10. UrbanMob Cloud the link to pros <ul><li>Why ? </li></ul><ul><ul><li>Link to the professional community </li></ul></ul><ul><ul><li>Relay infos, invite to blogging </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Creating a user and a LinkedIn group </li></ul></ul><ul><ul><li>Automatic relay of Facebook infos + specifics </li></ul></ul>Create the professional UrbanMob community
  11. 11. UrbanMob Cloud reaching to the greater community <ul><li>Why ? </li></ul><ul><ul><li>Unavoidable : more than 350 millions registered users </li></ul></ul><ul><ul><li>Many existing communities to reach to </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>User creation : personalize the community manager </li></ul></ul><ul><ul><li>Fan page : basis of the facebook “marketing” network creation </li></ul></ul>Global media will help reach concerned individuals
  12. 12. UrbanMob Cloud tagging the resource <ul><li>Why ? </li></ul><ul><ul><li>Information on the web is larger than what we can talk about </li></ul></ul><ul><ul><li>Linking the existing web pages is the basis of a natural SEO (search engine optimizations) </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Creating an account </li></ul></ul><ul><ul><li>Build a RSS read list for the community manager </li></ul></ul><ul><ul><li>Identify and tag interesting and pertinent subjects </li></ul></ul>Tagging creates content and ressource
  13. 13. UrbanMob Cloud follow user mobility real time <ul><li>Why ? </li></ul><ul><ul><li>Foursquare is the most popular mobile web location service </li></ul></ul><ul><ul><ul><li>Available on iPhone, Blackberries and others </li></ul></ul></ul><ul><ul><li>Perfect illustration of “how” peoples are mobile in the city </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Create “concerned” group </li></ul></ul><ul><ul><li>Promote and debrief usage </li></ul></ul>Actual Real time mobility illustration
  14. 14. UrbanMob Cloud shout, not whisper <ul><li>Why ? </li></ul><ul><ul><li>Multimedia amplification empowers the reach to </li></ul></ul><ul><ul><ul><li>Concerned individuals </li></ul></ul></ul><ul><ul><ul><li>Similar communities </li></ul></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Relay pertinent content identified on the web </li></ul></ul><ul><ul><li>Stimulate production of content from the community (events / contests) </li></ul></ul>Monitoring the web and inhabit existing social bases
  15. 15. UrbanMob Cloud making the cloud live <ul><li>Why ? </li></ul><ul><ul><li>Ride the “real-time” web wave </li></ul></ul><ul><ul><li>Accompany the “less-words” more “interaction” trend </li></ul></ul><ul><li>How ? </li></ul><ul><ul><li>Nurture the #urbanmob tag </li></ul></ul><ul><ul><li>Identify interesting individuals, create twitter lists and promote them </li></ul></ul>A living community is a living tag
  16. 16. Create “building the community cloud” But How to build the cloud ? How to recruit the community ? How to keep it alive ? How to steer it ?
  17. 17. Populate “managing the community” <ul><li>Why ? </li></ul><ul><ul><li>In its infancy, a community HAS to be managed </li></ul></ul><ul><ul><ul><li>Invite, promote, explain the role and objective of the community </li></ul></ul></ul><ul><ul><li>In its youth, a community HAS to be managed </li></ul></ul><ul><ul><ul><li>Publishing content </li></ul></ul></ul><ul><ul><ul><li>Gardening / restructuring the informations </li></ul></ul></ul><ul><ul><li>In its maturity, a community HAS to be maintained </li></ul></ul><ul><ul><ul><li>Keeping the interest and the focus on what is produced </li></ul></ul></ul>Self administration only possible with a critical mass !
  18. 18. Populate “managing the community” <ul><li>How ? </li></ul><ul><ul><li>The utmost important person : the community manager </li></ul></ul><ul><ul><ul><li>Bilingual </li></ul></ul></ul><ul><ul><ul><li>Workload of, on average, 1 day / week throughout the 36 weeks of the project </li></ul></ul></ul><ul><li>Main tasks </li></ul><ul><ul><li>Provide content to the different components of the “urbanmob” cloud </li></ul></ul><ul><ul><li>Intervene wherever a similar discussion pre exists </li></ul></ul><ul><ul><li>Invite possible member to the community </li></ul></ul><ul><ul><li>Permanently asses community interest </li></ul></ul>Animation is key to success ; but events will spice up activity
  19. 19. Animation 1 a story telling exercise <ul><li>When ? </li></ul><ul><ul><li>04/10 to 06/10 </li></ul></ul><ul><li>What is it ? </li></ul><ul><ul><li>“ Urban Mobility 2025” </li></ul></ul><ul><ul><li>Call for entry to the community to participate in a contest </li></ul></ul><ul><ul><ul><li>Stories, customer journey </li></ul></ul></ul><ul><li>Media support [option] </li></ul><ul><ul><li>An tactical addword campaign to create buzz and traffic to the “urbanmob” wikiblog </li></ul></ul>
  20. 20. Animation 2 images and concept boards <ul><li>When ? </li></ul><ul><ul><li>06/10 to 08/10 </li></ul></ul><ul><li>What is it ? </li></ul><ul><ul><li>“ Images of the new Urban Mobility” </li></ul></ul><ul><ul><li>Call for entry to the community to participate in a contest </li></ul></ul><ul><li>Media support [option] </li></ul><ul><ul><li>A banner campaign to create deepen the bonding of the community </li></ul></ul>
  21. 21. Animation 3 videos & machinimas <ul><li>When ? </li></ul><ul><ul><li>09/10 to 12/10 </li></ul></ul><ul><li>What is it ? </li></ul><ul><ul><li>“ dreaming my world” </li></ul></ul><ul><ul><li>Call for entry to the community to participate in a contest </li></ul></ul><ul><li>Media support [option] </li></ul><ul><ul><li>A widget based viral event </li></ul></ul>
  22. 22. <ul><li>2 </li></ul>The Timeline
  23. 23. Timeline Overall <ul><li>Span of operation : from March 2010 to December 2010 </li></ul><ul><li>Event to accompany : European Mobility Week (Sept 16 to Sept 22) </li></ul>
  24. 24. Timeline Details <ul><li>What </li></ul><ul><ul><li>Get up to grab with Michelin’s vision </li></ul></ul><ul><ul><li>Enumerate and asses internal and external sources </li></ul></ul><ul><ul><li>Define the different steps to build a cloud according to client’s expectations </li></ul></ul><ul><ul><li>Propose and choose a design approach for the wikiblog </li></ul></ul><ul><li>Who </li></ul><ul><ul><li>Michelin project team </li></ul></ul><ul><ul><li>NextIdea project team </li></ul></ul>Get the fineprint of the project
  25. 25. Timeline Details <ul><li>What </li></ul><ul><ul><li>Get up to grab with Michelin’s vision </li></ul></ul><ul><ul><li>Enumerate and asses internal and external sources </li></ul></ul><ul><ul><li>Define the different steps to build a cloud according to client’s expectations </li></ul></ul><ul><ul><li>Propose and choose a design approach for the wikiblog </li></ul></ul><ul><li>Who </li></ul><ul><ul><li>Michelin project team </li></ul></ul><ul><ul><li>NextIdea project team </li></ul></ul>Have a fully operationnal cloud
  26. 26. Timeline Details <ul><li>What </li></ul><ul><ul><li>Recruit new community members </li></ul></ul><ul><ul><li>Enable a continuous flow of information </li></ul></ul><ul><ul><li>Identify prominent members </li></ul></ul><ul><ul><li>Write and aggregate infos on the different part of the cloud </li></ul></ul><ul><li>Who </li></ul><ul><ul><li>Mainly the Community Manager </li></ul></ul><ul><ul><li>In association with project leader and Michelin team </li></ul></ul>Permanently interact and monitor the community
  27. 27. Timeline Detail <ul><li>What </li></ul><ul><ul><li>Specify, build and monitor the tech aspects of the 3 animations </li></ul></ul><ul><ul><li>Enable their existence </li></ul></ul><ul><ul><li>Monitor and debrief efficiency </li></ul></ul><ul><li>Who </li></ul><ul><ul><li>Mainly the Community Manager </li></ul></ul><ul><ul><li>In association with project leader and Michelin team </li></ul></ul>Spice up the natural interest with event animation
  28. 28. <ul><li>3 </li></ul>Delivering the project
  29. 29. Delivering Lorem ipsum dolor sit amet
  30. 30. <ul><li>4 </li></ul>The sound philosophy to community building
  31. 31. Community management an important set of general principles Initiating well a community empowers it
  32. 32. <ul><li>5 </li></ul>The team and the project management
  33. 33. Project team
  34. 34. Project team the know-hows ! <ul><li>Robert V. : project leader </li></ul><ul><ul><li>25 years experience in qual / quant research </li></ul></ul><ul><ul><li>Expert in web 2.0 and web 3d communities </li></ul></ul><ul><li>X : webmaster </li></ul><ul><ul><li>Vb </li></ul></ul><ul><li>Y : community manager </li></ul>
  35. 35. Project management managing and delivering <ul><li>Managing (/ monthly) </li></ul><ul><ul><li>Collaborative tasks lists created and updated by the project group </li></ul></ul><ul><ul><ul><li>Listing what has been done </li></ul></ul></ul><ul><ul><ul><li>Defining tasks of the community manager for the month to come </li></ul></ul></ul><ul><li>Delivering (/ trimester) </li></ul><ul><ul><li>Quant analysis of the </li></ul></ul><ul><ul><ul><li>Community size </li></ul></ul></ul><ul><ul><ul><li>Community production </li></ul></ul></ul><ul><ul><li>Qual analysis of the </li></ul></ul><ul><ul><ul><li>Dynamic list of themes </li></ul></ul></ul><ul><ul><ul><li>Major insights emergence </li></ul></ul></ul>A continuous process of management and results delivery
  36. 36. <ul><li>6 </li></ul>The budget
  37. 37. Overall Budget
  38. 39. <ul><li>a </li></ul>Appendices <ul><li>Detailed Budget </li></ul>
  39. 40. Detailed Budget <ul><ul><ul><ul><ul><li>Overall Budget </li></ul></ul></ul></ul></ul>
  40. 41. <ul><li>b </li></ul>Appendices <ul><li>SocialMedia username availability </li></ul>
  41. 42. Username availability knowem.com
  42. 43. knowem.com example : UrbanMob
  43. 44. knowem.com example : UrbanMob
  44. 45. knowem.com example : UrbanMob <ul><li>“ knowem.com” provides username availability in many categories </li></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Business </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Microblogging </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Photo </li></ul></ul><ul><ul><li>Tech </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Video </li></ul></ul>
  45. 46. <ul><li>c </li></ul>Appendices <ul><li>Ping.fm + Amplify : demultiplicating your talks </li></ul>
  46. 47. Amplification service amplify.com
  47. 48. Alternate Amplification Ping.fm
  48. 49. <ul><li>d </li></ul>Appendices <ul><li>European Mobility Week : an EU Commission sponsored event </li></ul>
  49. 50. European Mobility Week
  50. 51. Semaine Européenne de la Mobilité

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