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A Potted History of
Community Management


   Robin Hamman, Director, Edelman Digital




(cc)	
  Bush)ck:	
  h,p://www.flickr.com/
photos/bush)ck/7225994354/
2
RESEARCH                                             PLAN
                          • Insights & Intelligence                            • Social Business Planning
                          • Social Conversation Analysis                       • Organisational Design
                          • Influencer Identification                          • Policy & Governance
                          • Survey & Focus Groups                              • Technology & Workflow



  ANALYSE
• Conversation Analysis                                                                                TRANSFORM
• Social Media & Brand Monitoring
• Listening Programs                                                                                  • Strategy

                                                  OUR SERVICES
• Measurement Framework                                                                               • Education & Certification
                                                                                                      • Program Planning & Integration




                                                                                              CREATE & DEVELOP
   COUNSEL                                                 ENGAGE                                • Design & Development
   • Online Engagement Counsel                       • Community Management                      • Mobile/Tablet App Dev
   • Issues Management                               • Online Influencer Engagement              • Digital/Social Advertising
   • Crisis Preparedness                             • Social Search Optimisation                • Digital Creative Content
                                                                                                 • Technical Development
THE DIGITAL ECOSYSTEM
                 Web, social, mobile, search—our philosophy is to look
                      at the bigger picture and how it all integrates.
                      Mobile
                     Properties             Internal Properties (Intranets etc.)
                                                                 CORPORATE
                                  External Websites                              External Social Networks




                                                                                                                    social sharing
search engines




                     BRAND
                    WEBSITES          MULTIBRAND
                                       WEBSITES                         BRANDS
                                                           MULTIBRAND
                                                                                             BLOGGER
                                              RICH MEDIA                                     OUTREACH       BLOGS
                          CORPORATE
                           WEBSITES                                           PARTNERSHIPS




                                                           ADS
                                                                             BANNER ADS




                 Owned +                                                                                Paid +
                 Earned                                                                                 Earned
SOCIAL BUSINESS PLANNING
       Our proprietary methodology is designed to help complex
                  organisations navigate social at scale.


ORG & GOVERNANCE                                    STRATEGY
 Organisational Design                                  Vision
 Governance & Control                             Business Objectives
 Culture & Leadership         PLATFORMS                Roadmap



                          PEOPLE    PROCESS
  ECOSYSTEM                                       MEASUREMENT
     Audience
                                                Key Performance Indicators
    Engagement
                                                 Analytics & Methodology
       Risk
GLOBAL SOCIAL ARCHITECTURE

GLOBAL MEETS LOCAL
                                    Edelman                          Client
Global organisations need to         Global                          Global
integrate social at scale both
regionally and globally.
                                                     Central
We call this “Glocal”—putting a                      Platform
social architecture in place that
allows a business or brand to         Best                             Marketing
scale content and engagement        Practices                           Assets

efforts, centralise and
coordinate calendars, and
standardise KPI’s, social
enterprise technologies etc.          Local
                                                Training   Cascade     Local
                                     Markets
                                                Modules     Docs      Markets
2.5M
 FANS
        12MFANS
                     9M
                      FANS




 LYNX     SHELL       PUMA


10M     250K
        MOBILE APP
                     250K
                      FANS
 FANS   DOWNLOADS
(cc) Crazybarefootpoet:
The Electronic Frontier   http://www.flickr.com/photos/15198978@N04/7974395358/
PRE-INTERNET OF THE 80’S

M1
ATD (attention, tone, dial) 6929348
CONNECT 1200
Login:
>Cybersoc
Password:
>******
Welcome to Koala Country!!!!!
THE INTERNET 1995
WALLED GARDENS: MID-90’S
EARLY DAYS AT THE BBC




             Lizzie Jackson
COMMUNITY MANAGEMENT AS A
                SPECIALITY




(cc)TerryGeorge: http://www.flickr.com/photos/30974608@N02/7804685482/
1ST MULTI-DOMAIN MODERATION TOOL?
“TWITTER” IN 2001


/join #soho
/nick Cybersoc
/list
/me waves hello
BBC INVESTS HEAVILY IN COMMUNITY




Tayfun King - “iPresenter”      BBCi Studio, Bush House, 2002    Jordan Launches BBCi Studio


· first purpose built live chat studio in the UK open to public interaction

· is one of very few buildings in the UK to have interactivity built into the architecture via
"thru glass" technology.

· will initially run up to 12 Live Chats and 12 Chatrooms each week

· 2.5 miles of video and audio cables, 250 inches of state of the art plasma screens

· encompasses the record breaking Live Chat team which recently logged 14,000 unique users for
a single event featuring Louis Theroux
“JOINING THE CONVERSATION”




                             18
OPENING THE FLOODGATES
(cc) Acrib (Original by Monocle)
 http://www.flickr.com/photos/andrerib/3276544494/
BEING STRATEGIC




http://www.toprankblog.com/2012/08/optimize-b2b-content-across-the-sales-cycle/
DEMONSTRATING ROI
driving awareness                       employee engagement


             increasing share of voice in search results
using insights to improve delivery
                                      engaging partners
reducing costs   deflecting customer care inquiries

       enhancing loyalty
                                        building trust
  increasing sales conversations              nurturing advocacy
        managing risk      increasing click throughs
EMERGING COMPETITION?
Robin Hamman
Director
Edelman Digital


   robin.hamman@edelman.com   http://www.edelman.co.uk



                              http://www.linkedin.com/in/
   @Cybersoc
                              robinhamman


   http://www.cybersoc.com    ???

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Robin Hamman's Retrospective Keynote VirComm 13

  • 1. A Potted History of Community Management Robin Hamman, Director, Edelman Digital (cc)  Bush)ck:  h,p://www.flickr.com/ photos/bush)ck/7225994354/
  • 2. 2
  • 3. RESEARCH PLAN • Insights & Intelligence • Social Business Planning • Social Conversation Analysis • Organisational Design • Influencer Identification • Policy & Governance • Survey & Focus Groups • Technology & Workflow ANALYSE • Conversation Analysis TRANSFORM • Social Media & Brand Monitoring • Listening Programs • Strategy OUR SERVICES • Measurement Framework • Education & Certification • Program Planning & Integration CREATE & DEVELOP COUNSEL ENGAGE • Design & Development • Online Engagement Counsel • Community Management • Mobile/Tablet App Dev • Issues Management • Online Influencer Engagement • Digital/Social Advertising • Crisis Preparedness • Social Search Optimisation • Digital Creative Content • Technical Development
  • 4. THE DIGITAL ECOSYSTEM Web, social, mobile, search—our philosophy is to look at the bigger picture and how it all integrates. Mobile Properties Internal Properties (Intranets etc.) CORPORATE External Websites External Social Networks social sharing search engines BRAND WEBSITES MULTIBRAND WEBSITES BRANDS MULTIBRAND BLOGGER RICH MEDIA OUTREACH BLOGS CORPORATE WEBSITES PARTNERSHIPS ADS BANNER ADS Owned + Paid + Earned Earned
  • 5. SOCIAL BUSINESS PLANNING Our proprietary methodology is designed to help complex organisations navigate social at scale. ORG & GOVERNANCE STRATEGY Organisational Design Vision Governance & Control Business Objectives Culture & Leadership PLATFORMS Roadmap PEOPLE PROCESS ECOSYSTEM MEASUREMENT Audience Key Performance Indicators Engagement Analytics & Methodology Risk
  • 6. GLOBAL SOCIAL ARCHITECTURE GLOBAL MEETS LOCAL Edelman Client Global organisations need to Global Global integrate social at scale both regionally and globally. Central We call this “Glocal”—putting a Platform social architecture in place that allows a business or brand to Best Marketing scale content and engagement Practices Assets efforts, centralise and coordinate calendars, and standardise KPI’s, social enterprise technologies etc. Local Training Cascade Local Markets Modules Docs Markets
  • 7. 2.5M FANS 12MFANS 9M FANS LYNX SHELL PUMA 10M 250K MOBILE APP 250K FANS FANS DOWNLOADS
  • 8. (cc) Crazybarefootpoet: The Electronic Frontier http://www.flickr.com/photos/15198978@N04/7974395358/
  • 9. PRE-INTERNET OF THE 80’S M1 ATD (attention, tone, dial) 6929348 CONNECT 1200 Login: >Cybersoc Password: >****** Welcome to Koala Country!!!!!
  • 12. EARLY DAYS AT THE BBC Lizzie Jackson
  • 13.
  • 14. COMMUNITY MANAGEMENT AS A SPECIALITY (cc)TerryGeorge: http://www.flickr.com/photos/30974608@N02/7804685482/
  • 16. “TWITTER” IN 2001 /join #soho /nick Cybersoc /list /me waves hello
  • 17. BBC INVESTS HEAVILY IN COMMUNITY Tayfun King - “iPresenter” BBCi Studio, Bush House, 2002 Jordan Launches BBCi Studio · first purpose built live chat studio in the UK open to public interaction · is one of very few buildings in the UK to have interactivity built into the architecture via "thru glass" technology. · will initially run up to 12 Live Chats and 12 Chatrooms each week · 2.5 miles of video and audio cables, 250 inches of state of the art plasma screens · encompasses the record breaking Live Chat team which recently logged 14,000 unique users for a single event featuring Louis Theroux
  • 20. (cc) Acrib (Original by Monocle) http://www.flickr.com/photos/andrerib/3276544494/
  • 22. DEMONSTRATING ROI driving awareness employee engagement increasing share of voice in search results using insights to improve delivery engaging partners reducing costs deflecting customer care inquiries enhancing loyalty building trust increasing sales conversations nurturing advocacy managing risk increasing click throughs
  • 24. Robin Hamman Director Edelman Digital robin.hamman@edelman.com http://www.edelman.co.uk http://www.linkedin.com/in/ @Cybersoc robinhamman http://www.cybersoc.com ???