Community ManagementCommunity Management
BlueprintBlueprint
Wrap-up of discussions fromWrap-up of discussions from
Communi...
Community & Marketing 2.0 SUMMIT 2010Community & Marketing 2.0 SUMMIT 2010
 Evangelisch.de
 Monster.de
 Greenaction.de
...
Meta Model for Structuring the Output:Meta Model for Structuring the Output:
„Community Management Triad“„Community Manage...
Discussions on Community Design (I)Discussions on Community Design (I)
► Engagement ApproachEngagement Approach
 Key usag...
Discussions on Community Design (II)Discussions on Community Design (II)
► MonetarisationMonetarisation
 Different channe...
Discussions on CM processes (I)Discussions on CM processes (I)
► Community Building ApproachCommunity Building Approach
 ...
Discussions on CM processes (II)Discussions on CM processes (II)
► Conflict resolutionConflict resolution
 Assuming: tran...
Discussions on CM organizationDiscussions on CM organization
► Role of community managerRole of community manager
 Micro ...
Future Trends 2011?Future Trends 2011?
► Evolution of triad idea?Evolution of triad idea?
Design – Processes – Organizatio...
Community & Marketing 2.0 SUMMIT 2011Community & Marketing 2.0 SUMMIT 2011
► Open Call-For-Participation:Open Call-For-Par...
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Community Management Blueprint (English Version of #CCB10 Presentation)

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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)

  1. 1. Community ManagementCommunity Management BlueprintBlueprint Wrap-up of discussions fromWrap-up of discussions from Community SUMMIT 2010Community SUMMIT 2010 for a session at CommunityCampBerlin 2010for a session at CommunityCampBerlin 2010 Björn Negelmann / N:SightBjörn Negelmann / N:Sight
  2. 2. Community & Marketing 2.0 SUMMIT 2010Community & 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)
  3. 3. Meta Model for Structuring the Output:Meta Model for Structuring the Output: „Community Management Triad“„Community Management Triad“ Processes Design Organization Interaction Engagement Moderation Governance Org. Constitution Monetarisation Technology Role Org. Processes Building
  4. 4. Discussions on Community Design (I)Discussions on Community Design (I) ► Engagement ApproachEngagement Approach  Key usage scenario on top of „friend-ing“Key usage scenario on top of „friend-ing“  Need for inbuilt activation elementsNeed for inbuilt activation elements  Importance for active community managementImportance for active community management (online/offline)(online/offline) ► Interaction ApproachInteraction Approach  Activity stream as new core element!Activity stream as new core element!  Consideration of community lifecycle: homogenous atConsideration of community lifecycle: homogenous at start – heterogenous by growth – partially homogenousstart – heterogenous by growth – partially homogenous to proceed (Reed‘s Law)to proceed (Reed‘s Law)  Flat information architectureFlat information architecture
  5. 5. Discussions on Community Design (II)Discussions on Community Design (II) ► MonetarisationMonetarisation  Different channels of revenue instead of one revenueDifferent channels of revenue instead of one revenue  Freemium provides the core value of the communityFreemium provides the core value of the community  Use of inbuilt viral features for promotion (less costs)Use of inbuilt viral features for promotion (less costs) ► TechnologyTechnology  Depends on the core idea of the communityDepends on the core idea of the community  User-centric feature development as engagementUser-centric feature development as engagement approachapproach  Lightweighted & AdaptiveLightweighted & Adaptive  Efficiency: Importance of filtering and moderationEfficiency: Importance of filtering and moderation support (Filter, Monitoring, Data Mining, Parentsupport (Filter, Monitoring, Data Mining, Parent Permission/Law Enforcement)Permission/Law Enforcement)
  6. 6. Discussions on CM processes (I)Discussions on CM processes (I) ► Community Building ApproachCommunity Building Approach  Make use of existing offline communitiesMake use of existing offline communities  Make use of topic peers resp. become a peerMake use of topic peers resp. become a peer (with an existing online fan group!)(with an existing online fan group!)  Start with your personal network (alpha/beta)Start with your personal network (alpha/beta) ► ModerationModeration  Be actively a role model!Be actively a role model!  Communicate and act on par with your user.Communicate and act on par with your user.  Behave transparent and consistentBehave transparent and consistent  Consistent behavior for whole team (internal/external)Consistent behavior for whole team (internal/external)
  7. 7. Discussions on CM processes (II)Discussions on CM processes (II) ► Conflict resolutionConflict resolution  Assuming: transparent & consistent behaviorAssuming: transparent & consistent behavior  Do not hesitate to execute your householder‘s rightsDo not hesitate to execute your householder‘s rights  Definition of escalation steps (conflict or issues likeDefinition of escalation steps (conflict or issues like suicide announcement)suicide announcement) ► GovernanceGovernance  Importances of defined community rules & netiquetteImportances of defined community rules & netiquette  Show active „presence“for conflict prevention!Show active „presence“for conflict prevention!  A community manager is not a psychologist! ButA community manager is not a psychologist! But he/she must take responsibility for „proteges“!he/she must take responsibility for „proteges“!  Death of a member: Importance of community profileDeath of a member: Importance of community profile as memorial pageas memorial page  Controlling and resulting actions along the communityControlling and resulting actions along the community lifecycle as success factor (Building: quantitativelifecycle as success factor (Building: quantitative measures; Maturity: qualitative measures)measures; Maturity: qualitative measures)
  8. 8. Discussions on CM organizationDiscussions on CM organization ► Role of community managerRole of community manager  Micro level: process manager, not sales personMicro level: process manager, not sales person (champion) nor guru (catalyst)!(champion) nor guru (catalyst)!  Macro level: Cross-functional position & opinion brokerMacro level: Cross-functional position & opinion broker (in both directions internally/externally)(in both directions internally/externally) ► Organizational „Constitution“Organizational „Constitution“  Start always with internal moderators; with growth:Start always with internal moderators; with growth: fragmentation of community moderationfragmentation of community moderation  Introduce meta moderation: active management ofIntroduce meta moderation: active management of moderators for conistent behaviormoderators for conistent behavior ► Organizational „Principles“Organizational „Principles“  Pre-defined rules & escalation stepsPre-defined rules & escalation steps  Form and contents are depending on communityForm and contents are depending on community
  9. 9. Future Trends 2011?Future Trends 2011? ► Evolution of triad idea?Evolution of triad idea? Design – Processes – OrganizationDesign – Processes – Organization ► New Community trends?New Community trends? Concepts, state-of-art in set of features,Concepts, state-of-art in set of features, technology concepttechnology concept ► Other? Tell me – I am curious.Other? Tell me – I am curious. @bn_at_twitter@bn_at_twitter
  10. 10. Community & Marketing 2.0 SUMMIT 2011Community & Marketing 2.0 SUMMIT 2011 ► Open Call-For-Participation:Open Call-For-Participation: http://community-summit.de/programm/callforparticipationhttp://community-summit.de/programm/callforparticipation ► What we are looking for?What we are looking for?  Talks about community practicesTalks about community practices  Experiences regarding the community triadExperiences regarding the community triad  Experiences regarding the technology conceptsExperiences regarding the technology concepts (infrastructure and/or supporting systems as Crisp(infrastructure and/or supporting systems as Crisp NetModerator etc)NetModerator etc) ► Contacts:Contacts:  Björn Negelmann, @bn_at_twitter, bn@n-sight.deBjörn Negelmann, @bn_at_twitter, bn@n-sight.de 13.-15.09. 2011

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