This document summarizes discussions from the Community SUMMIT 2010 conference regarding community management. Key topics discussed include community design, processes, organization, and technology. For community design, engagement, interaction, monetization and technology approaches were covered. Community building, moderation, conflict resolution and governance processes were also discussed. The roles and organizational structures of community managers were debated. Future trends in community management were proposed as topics for the Community SUMMIT 2011 conference.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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