An attempt to capture the many ways you could describe the role of community management, including roles, responsibilities, competencies. Main focus on internal communities but I guess can be used for community management in general. Also a short explanation what management should do when dealing with an internal community, and how you should reward active community employees.

1. Online Community Management
From
Knowhow
to
Know who knows how
A White Preso from
Erik van der Zijden

2. Community
Management is like
organizing a party.
Don’t play nice and
people won’t show up.
Or leave.
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3. Our Community
Communities can be split into two
categories: Internal Communities (A) and Customers
External Communities (B).
Authorities
Internal Communities consist of a local part
and an international part.
External Communities may be formed by
several subcommunities, most notably the
customers and competitors. In pharma also
authorities play a significant role.
AM Suppliers
BU
IM
MT REG
INL
EMT SEC TECH
...
REG B Competitors
INT SITE Partners & Network of Experts
...
A copyright digiredo www.digiredo.nl

4. Our Community
Our company has an internal flow of
Community Management and an external Customers
flow.
Authorities
This White Preso will focus on the internal
flow.
Further research needs to indicate whether
we might consider utilizing the external flow
as well.
AM Suppliers
BU
IM
MT REG
INL
EMT SEC TECH
...
REG B Competitors
INT SITE Partners & Network of Experts
...
A copyright digiredo www.digiredo.nl

5. Our Internal Community
As per July 2009 INL uses ‘Innovare’, an internal web-based and
cloud-hosted community based on collaboration and innovation.
This platform includes several social media tools to elaborate on
internal open social innovation and collaboration.
BlogBuster
Internal blog, by everybody, for everybody.
MyID
Idea collection and selection.
BoTcast
Weekly audio or video about the company.
NetVibes
Employee-specific RSS reader.
Wiki
Company Knowledge Centre
FF Polsen
Poll feature, to be used by all.
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6. Community Manager • Tasks
Community Business
Facilitation Content Creation Evangelism Evolution allignment
Coordinates w/ other Moderates and Helps accepting Identifies and tackles
depts Measures cost-benefit
participates in platform legal issues
dicussions
Organizes/executes Acts as internal Indentifies needs and Designs strategy to
training promotor improves platform further build platform.
Leads by example Executes.
Manages budget Sets up promotional Organizes on- and
strategy offline community Links to company
Motivates people to events strategy
participate
Sets up reporting to
stakeholders
Stays up to date on
web 2.0
developments
Manages Member Life
Cycle
Strategic
Tactical
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7. Community Manager • Skills
Community Business
Facilitation Content Creation Evangelism Evolution allignment
Coordinates w/ other Moderates and Helps accepting Identifies and tackles
depts n al participates in Measures cost-benefit
ctio platform hip l legal issues al
Cro ss-fun Leaders Ana lytica -function
dicussions ple
Peo Cross
Organizes/executes Acts as internal Indentifies needs and Designs strategy to
training niza tion promotor unicatio n improves platform hnical further build platform.
O rga Leads by example Com m cal & Tec Executes. ytical
ership A nalyti Anal
Manages budget Lead Sets up promotional Organizes on- and
tic al
Analy strategy
rketin
g offline community
n
Links to company
Motivates people to Ma events nizatio strategy
Orga le
participate Peop
hip
Le aders Sets up reporting to
stakeholders on
nizati
Orga
Stays up to date on
web 2.0
developments al
Te chnic
Manages Member Life
Cycle
le
Peop
Strategic
Tactical
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8. A Community Manager is able to...
... work with other departments
To see what other departments can do for the community.
... organize stuff
Whether it’s a training on the use of the platform or an offline community event.
... lead the way
Boldly go where no man has gone before. And don’t lose anybody along the way.
... walk the talk
A perfect communicator, able to express the intentions, to get what she*) wants.
For the community.
... promote the community
Either an internal promotion campaign or a full-blown conference presentation
with 2,500 delegates.
... be a nerd, sometimes
Like it or not, this is geek stuff. So get used to it and immerse yourself.
... forget sleep
It’s a true passsion. Good thing it’s in the cloud so you can be with your passion 24/7.
The community expects that.
... be authentic, transparent and engaging
Just the normal Web 2.0 manthra.
*) a she can also be a he
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10. What does that mean for our community?
Content Creation
Create high value content on the platform. On a regular basis.
Reporting
Establish fixed reporting to inform stakeholders about the platform. Also inform
community about newly created content
Cross-functional Collaboration
With IT, International
Organizing Community Events
On- and offline events to stimulate the community feeling
Promoting the Platform
To see what other departments can do for the community.
Developing the Platform
How can we further design the platform. Iterate often. Think about Reputation
Management, external use, Innovation Incubator.
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11. Management Team should...
... know what their people are up to
If your people are active in our Community, you should know about it. Embrace it. And let them
know.
... forget e-mail as mass communicator
Have something important to tell to the entire company? Before prepping your e-mail and hit
‘Send to All’, think about BlogBuster. Except birthday cake invitations.
... walk the talk, practice what you preach
We want Innovare to facilitate improving our company. Shout it out and lead by
example.
... behave online
Be a good online citizen. You know what that means.
... know the ideas
The future of the company might be caught in these ideas. Our people put effort in sharing these
ideas. They want us to know how to make Intervet better.We should all be grateful for that and
respect it by knowing what these ideas are.
... encourage participation of your people
Some of your people will thrive in Innovare, others will avoid it. You should deal
with both extremes. Enter the dialogue with your people about their Community
activities. Don’t we have MyPMP for that?
... follow and participate in discussions
Fearsome discussions may arise on Innovare. You don’t wanna miss that. And
may be you have an opinion too. copyright digiredo www.digiredo.nl

12. Rewarding Ted Talks | Dan Pink
Autonomy A
The urge to direct our own lives.
Mastery M
The desire to get better and better in something that
matters.
Purpose P
The yearning to do what we do in the service of
something larger than ourselves
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13. How to reward Great Contributors - 1
P Participate in Platform Development
Great Contributors share a passion for the platform. They use it a lot so
no doubt they also have ideas about improving it. Involve them in the
Roadmap Development.
P Give Visibility
Apart from the ‘Top 10 Contributors’ list give Great Contributors a
separate status on the platform. ‘Great Contributor’, or so.
A Let them moderate
Giving people the ‘power’ to determine what’s good and
what’s not feels good.
A Let Them Own
Let Great Contributors think of improvements and give al
responsibility for that part of the platform to them (building,
maintaining)
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14. How to reward Great Contributors - 2
M Educate
Usually Great Contributors are keen to learn, to share. Send them on a
course to whatever they like. Knitting not included.
We could also provide educational books.
Discuss at PMP
The semi-annual motivational opportunity to tell people
what they did right. Right? Put it on the agenda and show
the appreciation.
M First Access in High Technology Projects
Most probably Great Contributors like new stuff. Reward
them with new stuff. Such as a Mac for example.
Just Plain €€
Yep, that still motivates some people.
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