4M ASIA PROJECT Community Blog Innovation Training 15-19 October 2017 - Bangkok

1. 4M ASIA PROJECT
Community Blog Innovation
Training
15-19 October 2017 - Bangkok

2. Albert Camus, French writer and
Journalist
(1913-1960)

3. Session 1
How to work together during this training

4. Collective intelligence is…
the sum of the team members understanding of the situation
(context and stakes)
combined with skills and knowledge

5. Simple, complicated and complex
Simple
• Ex : buy a new
pen
• Need to know
where and how
much
• Make decision
alone
Complicated
• Ex : choose a CMS
for your website
• Many solutions
• Need collegial
thinking with
experts
Complex
• Ex : develop a
sustainable blog
strategy
• No ready-to-use
solutions
• Need collective
intelligence

6. Collective intelligence is collective thinking,
not giving your opinion
Collective
questions
Collective
answers
Co-
developmen
t
Continual
improvemen
t

7. What is co-development
Collaborative technique for problem
solving and modeling best practices
Group of 4-8 people meeting on a
regular basis
Framework of
reference
Human
relationship
Separate
facts/emotions
Identify
resolution
levers

8. Working Group – Appreciative interview
• Each participant takes 5 minutes as "the narrator” to talk about one of his/her community web project
• One other participant tagged as "the interviewer" takes 10 minutes to :
Ask questions about the facts, the context, the legal/cultural framework of reference
Explain what he/she has understood
Refrain from making any reference to its personal situation
Make suggestions
• One other participant tagged as "the observer" takes notes on narrator’s project et on communication
style between the participants and their listening level.
• Every participant will take it in turn to be alternatively the narrator, the interviewer and the observer.

9. Session 2
How to draft a community blog code of conduct

10. Controversy : Tim O’Reilly’s code of
conduct (2007)
Take responsibility for the comments
Label tolerence level for abuse comments
Consider eliminating anonymous comments
Don’t feed the trolls
Take conversation offline and talk directly
If you know people behaving badly, tell them so
Don’t say anything online that you wouldn’t say in person

11. Reactions to O’Reilly’s code: No code!
« Excessive, unworkable and an open door to censorship »
« No list of do’s and don’ts will really fix anything »
« Code of conduct needs to come from individual bloggers »

12. 5 common topics in bloggers codes of
conduct
Accountability Accuracy
Transparency Behavior
Freedom

13. How about online privacy ?
Personal
information
collection
Personal
information use
(3rd-parties)
Cookies and tracking
technologies

14. Working Group
Draft a community website charter
• List randomly all the categories and contents that you think relevant
and needed for a code of conduct
• Finalize the code of conduct by combining the redundant categories
and propose different orders
• Validate the code of conduct by a majority vote of the group

15. Session 3
How to build an innovative community blog
business model

16. Community Blogging and money

17. Blogs and local market
My
blog
Business
directory
Coupon
sales
Real Estate
Ads
Sponsored
Content
Banner
Ads
Classifieds

18. Key
Partners
Key Activities Value
Proposition
Customer
Relationships
Customer
Segments
Key
Resources
Channels
Cost Structure Revenue Stream
Business model
Oesterwalder canvas

19. Key Partners Key Activities Value
Proposition
Customer
Relationships
Customer
Segments
Key Resources Channels
Cost Structure Revenue Stream
Oesterwalder canvas’ dynamics

20. Oesterwalder canvas : the customers
Segment
• For whom is my blog creating value? Readers? Customers? Community?
• My most important customers?
• Readers not addressed by my competitors? Should I reach them? How?
Relation
• What type of relationship wanted by my customers?
• Which one already established by my competitors? How? how costly?
Channels
• Through which channel my customers expect to be reached?
• My competitors? How? How costly-efficient?

21. Oesterwalder canvas : the value proposition
My value
• What specific
value do I
deliver to my
customers?
• My skills?
• Content,
products and
services?
Problem solved
• Which
problems of
my customers
are solved by
my media ?
• Which needs
satisfied ?
Competitors
• my media’s
specificity ?
• My
contribution
compared to
direct or
indirect
competitors ?

22. Oesterwalder canvas :
activities and resources needed
• Required by my value
proposition?
• By my distribution channels?
• By the main quality of my
customer relationship?
Activities
• Key resources required by my
value proposition?
• By my distribution channels?
• By my customer
relationship?
Resource
s

23. Oesterwalder canvas : partners
my key partners?
Resources? Activities?

24. Oesterwalder canvas: Costs and revenue
Costs
Most important
key resources
Activities
Cost control
Competitors
Revenue
Ready to pay for what value?
Currently pay?
How?
Payment preference?
Business model?

25. The 10 types of innovation
Experience
Channel Brand Engagement
Offering
Product system Service
Configuration
Profit Network Structure Process Product

26. 5 principles for using the 10 types effectively
Understand all ten types
product and technology not important
Use the types that matter most
Understand what your users really need
Use three of more the types to make a splash

27. 5 methods for funding a community blog
Support from community (crowfunding, merch)
Patronage from a larger organization
Advertising and sponsorship
Service contracts (training, public speaking, e-books…)
Support by NGOs

28. Mobilize your community!
No community blog without
community
Mobilization strategies
Mobilization activities

29. Working Group
Draft a community blog business model
• Fill in the Oesterwalder canvas for a community blog business
model : What’s your value proposition? What are your funding
methods?
• Find at least 3 types of innovation for your blog
• Imagine a community mobilization strategy (plan, communication,
activities, resources needed)