3. Social Media is the first tool for
group communication since the table
15. “There is nothing (and I emphasize
NOTHING) that can prove yourself and
your team to the tribe more than
fighting alongside them. That is the
ultimate testament of your team as
warriors and your commitment to the
24. 1. Strategy. Collect data, establish the ongoing strategy for the
community, and develop an action plan for the community.
2. Growth. Increase membership of the community.
3. Moderation. Removing obstacles to participation and
4. Events & activities. Facilitating events & activities to keep
5. Relationship & influence. Building relationships with key
members and gaining influence within the community.
6. Content. Creating and editing content for the community.
7. Business Integration. Advocating internally within the
organization and integrating business processes with
8. User experience. Improving the community platform and
community participation for members.
Source: Richard Millington – feverbee.com
(book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities
27. N°2 : “Who is our ambassador?”
Hint: an mabassador is not an advertiser!
example: GE’s “Healthy Imagination”!
example: Five Guys’ aardappelen!
31. Step 1: Presence!
• What you will be doing: you are present on different
social media platforms;!
• What will happen: you are receiving different signals
from different channels;!
• The challenge: interpretation. How on earth are you
going to make sense of what’s on your dashboard?!
32. Step 2: conversation!
• What you will be doing: you are having conversations with ease;!
• What will happen: it seems like the everyone is angry at you.
Conversation seems to attract disgruntled followers in the first
• The challenge: promises. You will be making the difference with
the way you respond to unhappy followers / customers. Of course
this will require making commitments, so the next challenge you
are looking at is involving your team into the commitments you are
33. Step 3: Co-creation!
• What you will be doing: this is the stage where you are
involving the community in the creation of your projects,
be it a video, a research, a puzzle to solve,…;!
• What will happen: you are experiencing unexpected
creativity from an angle that you never thought of before;!
• The challenge: momentum. How will you make sure that the
level of engagement does not deflate?!
34. Step 4: Collaboration!
• What you will be doing: this is when you have found a way to work
together with communities in the long run, i.e.: across multiple
initiatives. Their engagement is high and they have a sense of
• What will happen: you will soon discover that you can’t manage it all.
You will need to delegate and get out of the way;!
• The challenge: organization. The big question you have at this point
is ‘how do we keep it organized and goal-oriented?!
35. Step 5: Integration!
• What you will be doing: awesomeness. You are now connecting social media
platforms to your back-office systems since they are more up-to-date,
create less double entry and provide more accuracy (no kidding – I am not
smoking pot – for example: look at the accuracy of LinkedIn versus your
Applicant Tracking System – it’s a losing battle)!
• What will happen: a better and more effective use of data that has always
been there (you will find yourself saying ‘Duh’!);!
• The challenge: systems integration and privacy. Segregation Of Duties,
SOX, FDA and all other nightmares. No worries – this is the fifth level.
You will have supernatural power by the time you get here.!
41. General Structure of LinkedIn (simplified)
• Basic Information discussions
• Experience (positions) promotions
• Sections jobs
• Recommendations sharing
• Additional information overview
• Links careers
• Personal information products
• Contact information updates
42. General Structure of Facebook (simplified)
What Role Object
• Profile • Persons messages
Updates, likes, sharing
• Page • Fans applications
• Group • Members documents
43. General Structure of Twitter (simplified)
user lists Reading
followers (mobile) applications
hashtags trends recommendations
Twitter website Ecosystem / culture