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Description of Tools that can be used to increase the outreach of social media activities. This slide is part of the project "CE-RESPONSIBLE " by Interreg Central Europe. Hear the presentation at www.net4socialimpact.eu
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Designing Great Products: The Power of Design and Leadership by Chief Designe...
Iae hpm community-management-part1-web
1. Myself
Simon Le Bayon
● Phd in Sociology
● IT project manager for 7 years
● Contacts
– slebayon@gmail.com
– http://slebayon.tk
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 1
2. Program
● Day One part One
– Community Management – definitions
– Buzzword
● Day One part Two
– Sociology of communities
– Social Networks Systems / web plateforms
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 2
3. Program
● Day Two part Three
– An investigation method
– Practice : Identifying a community
● Day Three part Four
– Summarize and Discussion
– Evaluation
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 3
4. Evaluation
● Individual, by playing a role → present a
strategy
– 2 hours on the last lesson day
● By 2 or 3 : describe a community of your choice
– a written document of 5 pages
– Before the 18th December
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 4
5. Community Management
Part 1
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 5
6. Exercise
What do you think hope want we are
going to talk about in this lesson ?
1 on a sheet of paper : write your own
definition of Community Management in
less than 5 sentences
2 give it to me :o)
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 6
7. Exercise
On the Internet
by group of 2 or 3
choose a web platform (twitter, blogs, monster ...)
look for definitions of Community Management
sum it up in few sentences, words, ideas ...
You have 30 minutes
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 7
9. The Community Rountable
● http://communityroundtable.com
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 9
10. One possible definition
● Community management is the discipline
of ensuring that communities are
productive.
● In this context, communities are collections
of individuals who are bound by needs or
interests rather than authority or hierarchy,
which is why a new approach to
management is needed.
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 10
11. An increased interest (1)
● If you ask 10 different people in the social
media/online community market to define
what a ‘community manager’ does, you will
be likely to get 6 different definitions.
● Community management is evolving and
changing as more organizations understand
how to use networked structures to execute
efficiently on business goals. This is healthy
and productive but also adds to the
confusion.
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 11
12. An increased interest (2)
● Individuals that primarily manage an
organization’s Facebook and Twitter channels
as part of PR and general communications
think of themselves as community managers.
Individuals who only work inside an online
gaming environment think of themselves as
community managers. Individuals that manage
customer support forums think of themselves
as community managers.
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 12
13. An increased interest (3)
● Knowledge managers who run communities of
practice inside of organizations think of
themselves as community managers.
Increasingly, various types of executives who
execute their responsibilities primarily through a
community approach think of themselves as
community managers.
● They are all right but their responsibilities may
not be that similar although all should share
some fundamental understanding about how
communities operate effectively.
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 13
14. Community Management in 2010
● Definition from french “blogosphere”
● CM = “communication on web 2.0 platforms”
– Be sure that a brand is present on social media
– Accumulate Facebook fans and Twitter followers ?
– No more Clients but community members
– Create the community → make a Facebook page
● Print communication rules applied to the web
– Broadcast, “speak” loudly, buzz, etc.
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 14
15. Community Management ?
● What is a community ?
● Is your grouping a community, a network, a
crowd, an audience ?
● can you monitor it, can you prove it ?
● Don't just speak, listen !
● Which tools & for what ?
– Sociotechnicals grouping
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 15
16. To sum up
● Many types of communities
– Clients, customers, knowledge workers, citizens ...
● Many contexts
– Inside or across company, on the web, in a city ...
● Many activities
– Talk, do, imagine, learn, play, buy ...
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 16
17. Community Management
● A “tornado of meanings”
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 17
18. BuzzWord
● Since quite a few years “Community
Management” is a buzzword
● buzz is :
– a continuous noise,
– a confused murmur
– a feeling of energy (from coffee, alcohol …)
– ...
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 18
19. Buzz on the internet
● Something new that is highly viewed, consulted,
and talked about.
● Close to rumors, audience, news
● The buzz is a period of growing attention
monitored by opinion's tool
● A very short period → priming (cognitive
psychology) (Brain rules, John Medina, pear
press, 2008)
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 19
20. Virtual Or Real
● Web 2.0 provides tools to evaluate and feed the
buzz
– request, visitors, number of view, likes, followers,
etc
● Virtual
– is not versus the real,
– is not immaterial
● Virtual / digitalized means the capacity to
monitor, to view new types of interactions (and
calculate them)
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 20
21. Language of new media
The language of new media
Lev Manovich,
the MIT Press, 2001.
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 21
22. What is Web 2.0 [...] (O'Reilly, 2005)
1) The web as a platform
2) Harnessing Collective Intelligence
3) Data is the Next Intel inside
4) End of the software Release Cycle
5) Lightweight Programming Models
6) Software Above the Level of a single Device
7) Rich User Experiences
http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 22
23. From
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 23
24. From
900
communautés
800
réseaux sociaux
blog
700 Web 2.0
600
500
400
300
200
100
0
2003 2004 2005 2006 2007 2008 2009
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 24
26. The myth of technologies succession
● In time there's been a high focus on objects
– Internet is not linear
● Objects & technologies that are not new haven't
vanished, they specialized
● Media only focuses on the “cuttingedge”
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 26
27. The myth of technologies succession
● Netbooks → “the end of the desktop computer”
● Ipad → “the end of netbooks”
● Twitter → “the end of the email”
● Facebook → “the end of Myspace”
● Myspace → “the end of Second Life”
● World of Warcraft → “the end of desktop games”
● ...
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 27
28. How the web is growing ?
web 3.0
internet
richmedia
web 2.0
web
web
OR wap
internet web 2.0 voip
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 28
29. “The web is dead...”
http://www.wired.com/magazine/2010/08/ff_webrip/all/1
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 29
30. An other Myth
● Do you know the Y Generation
● The digital natives ?
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 30
33. ● Jones, Chris (2011). Students, the net
generation and digital natives:
accounting for educational change. In:
Thomas, Michael ed. Deconstructing
Digital Natives: Young People,
Technology, and the New Literacies.
Abingdon: Routledge.
http://oro.open.ac.uk/28575/
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 33
34. Summarize
● Qualify your information sources
● What was said is to describe or prophetical
● Technology imports change,
– but it's not the only source
● We can say “linked to” but not “causes”
/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 34
