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Community Manager
       v1.1 beta
intro
hello




@theafter
golden rule
platinum rule
context
evolution of mankind
evolution of societies
source: In Search of How Societies Work, David Ronfeldt, 2006
comparing models
source: In Search of How Societies Work, David Ronfeldt, 2006
the shift



http://www.xmind.net/share/theafter/-new-world-of-(me)dia/
time & space
networks
Singapore blogosphere 2008
encoding
search
contribute
“Think about how you use the Web right now
          compared to six years ago.
                      (...)
  Social Media is the innovation of our time.
                      (...)
   Our behavior and the behavior of future
  generations has been irreversibly altered.”

          - David Armano, Logic+Emotion
people + web 2.0
        =
  social media
web 1.0
web 2.0
from
to
word of mouth
source: Twitip.com
http://www.a-g.com/Media-Planning
http://conversations.marketing-partners.com
Conversations




   Dialogue



  Monologue
interactive media
source: GoViral
http://www.forrester.com/
http://www.forrester.com/
theconversationprism.com
stats & insights
     www.facebook.com/insights/
       trends.google.com/trends
      www.google.com/adplanner
   www.google.com/insights/search/



cim.be/fr/internet/trafic/résultats/public
people + web 2.0 +
 business context
        =
  enterprise 2.0
source: Forrester
build a social website




elliance.com
elliance.com
benefits?
McKinsey, 2009
McKinsey, 2009
McKinsey, 2009
McKinsey, 2009
McKinsey, 2009
http://www.pangaro.com
http://iampersona.wordpress.com/
What about you?
http://blog.calgarypubliclibrary.com
Personal Branding
people 2.0
http://darmano.typepad.com/
the new you
http://darmano.typepad.com/
about you
‣   do you use the net? eMail, Surf?
‣   do you (or your company) have a website /
    blog?
‣   do you have a mobile phone?
‣   can you name 5 Social Networks?
‣   why do you want to use them?
theconversationprism.com
Chris Brogan
David Armano - Thinking Visually
Scott Monty
an introduction
to the community manager’s role
Listen




Learn                                    Engage



Act                                      Adapt

 v1.0                                      v2.0




        #AdaptorDie via Briansolis.com
markom
  hr                    customers

support
             the                       the
board     community
           manager                    world
  it
 r&d                    ambassadors

 sales
            suppliers
Tasks list
• Listening
• Planning
• Publishing
• Connecting in/out
• Crisis management
• Collaborating
Set of skills
•   Passionate                    •   Communicative

•   Eager to learn, inquisitive   •   Responsive

•   Willing to share              •   Positive, Constructive

•   Daring                        •   Social

•   Good writing skills           •   People Manager

•   Open minded                   •   Multi-media skills
basic notions
SEM = SEO + SEA
SEO = organic search
how does it work?
SEA
SEO vs. SEA
    elliance.com
Why is it relevant to
me as a community
    manager ?
RSS
?
Analytics
  http://www.euromonitor.com
on site
off site
http://www.petercanthony.com
http://blog.init-marketing.fr
The 1 mio € question
Blogging
which blogging software?
Blogging Software
      Examples
      Posterous

       Blogger

      Wordpress

       Tumblr
Social Networks
TNS digital life
Facebook
Twitter
Youtube
Linkedin
Flickr
Google Plus
Issuu
 Slideshare
Soundcloud
Delicious
 Storify
MeetUp
Eventbrite
Ning
 Squarespace
Drupalgardens
enterprise solutions
Geolocation
still in development
but...
indexing world’s places started

          Facebook Places

            Foursquare

             Gowalla

          Google Latitude
We will create a ...
•   Master email              •   Twitter account

•   Blog                      •   Netvibes Dashboard

•   A feedburner account      •   Linkedin Company Page

•   Set up Google Analytics   •   Youtube account

•   Use the webmaster tool    •   Podcast / vodcast

•   Build a Facebook page     •   and more...
a step by step guide
   to social media
step 0 - try & fail

 Learn to walk before running
step 1 - build your ID

       Set the roots
step 2 - get a strategy

         Think
3D R
                            Define                                                     Deliver
    This is the "idea" phase.                                  This is the "action" phase. 

    You will gather all the info around your business idea :   You will focus on the execution
    •What's the name?                                          •Find the right team
    •"Reason why" you do what you do?                          •Find partnerships
    •What's the business model behind the idea?                •Stay FOCUSED
    •Who are you talking to?



                             Drive                                                    Reward
    This is your "amplification" phase.                         This is the "thank you" phase.

    Your soul has to cross the line in the real world. Now your Your most tangible asset is your customers/employees base
    idea is alive. Make it known to everyone:                   •Cherish them
    •Spread the word                                            •Reward them
    •What's your story? What's your content?                    •Turn them into ambassadors.
    •Are you relevant to your audience?
    •Bring customers on board
The After
step 3 - select tools

       Be rational
toolbox
 http://classroomclipart.com
theconversationprism.com
The After
Manage         Content                   Gather                       Insight        Exchange


                YOU         publishers               bookmarks                      analytics    communication



             community        image                    storage                    data streams      projects



                blog         sounds                  knowledge                    communities    crowdsourcing



              location        videos                 information                   networks       infrastructure



            personal data   live stream                                            reputation        v-office



              Capital       Creation                 Curation                      Control       Collaboration



                                          social media dashboard - beta version
The After
Manage             Content                      Gather                         Insight            Exchange

            Google account           Twitter                  Delicious               Google Analytics               Skype
              FB account       Flavors, CheckThis           StumbleUpon                   FB insights         Socialcast,Yammer
            OpenID, Linkedin          Prezly                  Pinterest              Twittercounter, bit.ly       Flowtown

                                  Flickr, Picasa               Evernote             RescueTime,Beebole           BaseCamp
            FB pages/groups
                                   Instagr.am                  Dropbox                   Wakoopa                Zoho projects
                Linkedin
                                      Prezy                      Issuu               AddThis, ShareThis           Beebole

                                                            Slideshare                                          Crowdspring
              Blogger, WP         Soundcloud                                                DialogFeed
                                                          Knowledge Plaza                                     ODesk, Mindmeister
            Posterous,Tumblr       MySpace                                                 Getsatisfaction
                                                             Docstoc                                            GhostBloggers

                                   Youtube                      Storify                  Hootsuite               Google Apps
                4square
                                    Vimeo                        Wiki                 CoTweet, Seesmic             Zoho
                Gowalla
                                  Dailymotion                  Netvibes                  Twitspark                Docs.com

                                 Livestream                                                Klout, Ubervu,
            Memolane, Dipity                                                                                    ContactOffice
                                  uStream                                                    Bringshare
              Whoopaa                                                                                             Acrobat
                                 Qik (mobile)                                                 Attentio


               Capital            Creation                    Curation                       Control           Collaboration



                                                   social media dashboard - beta version
The After
other sources
Check list
✓ Get all basic brand elements (texts+images)
✓ Book all vanity URLs
✓ Draw the content flow
✓ Create a central password keychain
✓ Get dedicated email aliases
✓ Set up a naming convention
✓ Build your own toolkit
Basic brand elements
‣ texts :
  ‣ internal social media policy
  ‣ disclaimer guidelines
  ‣ social media charter
  ‣ short brand presentation (2 versions: 140 char + in 300
    char)
‣ images :
  ‣ logos
  ‣ icons
step 4 - focus & act

      Be consistent
step 5 - measure

    Keep it simple
http://blog.init-marketing.fr
The 1 mio € question
http://crackthesocialmediacode.com
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
People
Technology
   Time
step 6 - start over

    Challenge yourself
http://implementingenterprise2.com
conclusions
in the end


                          ‣   nothing changes
                          ‣   everything changes




http://darmano.typepad.com/
The secret formula
‣   If you can understand basic human
    psychology
‣   If you have enough empathy to relate to the
    inevitably correlated behaviors
‣   If you feel like responding
‣   Then social media will be a piece of cake to
    embrace
‣   you can
‣   try, try, try
‣   share : in + out
‣   know why you do what you do
‣   ask for more...
Innovation timeline 1900-2050




                                                                                                                                                                                                             Hybrid car Wearable computers                      Virtual reality windows             Sleep surrogates
                                                                                                                                                                                                   Self-cleaning windows                       Digital mirrors                                                               Artificial brain
                                                                                                                                                                                                                                                                                         Space factories
                                                                                                                                                                                                     Virtual keyboard Soft baths                                                                                            Space mining
                                                                                                                                                                                                  Fuel cell bike                  Sensory Internet        Synthetic bacteria                        Compulsory biometric ID Web 4.0
                                                                                                                                                                                                                                                                                   Mandroids
                                                                                                                                                                                                    Birth control patch
                                                                                                                                                                                                                                                 Plastic bones Space ladder               Single global currency Quiet paint
                                                                                                                                                                                                   Artificial liver GPS clothing
                                                                                                                                                                                                           Viagra                                                      Self-driving cars Video wallpaperWarp drive




                              thank you
                                                                                                                                                                                                                                       Robotic surgery                                                            Baby exchanges
                                                                                                                                                                                                                                                                    Nano drinks                               Robotic insects
                                                                                                                                                                                                           Web-TV                                                                    Gene based diets
                                                                                                                                                                                                                                  Road reservation system
                                                                                                                                                                                                                                                                         VR enhancing drugs                     Global flat tax system
                                                                                                                                                                                                    Pentium processor
                                                                                                                                                                                                                                       Artificial eyes                                                            Silent villages
                                                                                                                                                                                        World Wide Web                                                           Offshore prisons 3D fax Fuel cell phones
                                                                                                                                                                                                                                                                                                                   Stress control clothing
                                                                                                                                                                                               HTML                                                                                  Prison countries Virtual protest marches
                                                                                                                                                                                                HD-TV                                              Robotic soldiers
                                                                                                                                                                                                                                Sleep hotels                  Hydrogen fuel stations                                        Robocops
                                                                                                                                                                                                DVD                                                                                 Reputation trading Global voting
                                                                                                                                                             Kevlar                            Prozac                           Dream machines     Just in time shopping                         3D printers
                                                                                                                                                                        Test tube baby
                                                                                                                                                                                                                                                                                                               Self-cleaning houses
                                                                                                                                        Microprocessor                                     Disposable contact lens                               Face recognition doorsNanobotic toothpaste
                                                                                                                                                   IVF                                                                                  e-suit                Memory enhancement in humans               Human memory downloads
                                                                                                                                                                                                                                              DNA computer                                             Man on Mars
                                                                                                                                        Cat scanner            Laser printer            3-D gaming                                                                                 Individual pollution credits Rounjin Z-0001 card
                                                                                                                                                                                                                                                                                                                           Global ID
                                                                                                                                              Space station                                                                    E-newspapers (e-ink)             Smart baths
                                                                                                                                                                              Space shuttle       Disposable camera                                                      Virtual holidays                                Sleep surrogates
                                                                                                                                                   Word processor                                                                       150GB memory stick                    Nano pills                              DNA Scrambler
                                                                                                                                                    Pong                       Hepatitis B vaccine                   Intelligent cosmetics                                                           Reputation trading
                                                                                                                                                    VCR
                                                                                                                                                                              Cellular phone        Synthetic skin                                          Accelerated schoolingHelio-Beryllium                        Brain switchers
                                                                                                                                    Heart transplant                                                                                                                                                                  Space tugs
                                                                                                                 The Pill                         Internet          Magnetic resonance imaging                       MySpace                                          Randominoes
                                                                                                                                                                                                                                          Disposable phones                                        Skyshield       Brain transplants
                                                                                                                      Plate tectonics Artificial heart                                       CD-ROM                 Skype                                                     Needlecasting             Granton motor
                                                                                                              DNA                                                         VisiCalc         Apple Macintosh
                                                                                                                                          Barcodes                                                                     Youtube                                                               Invisibility cloak
                                                                                    Aqualung                                                                                          Apple Lisa                                                                                                                          Replicators
                                                                                                                                        ATM          Liposuction                                   GPS                                                 Child-care robots Gravity tube
                                                                 Nylon                                Credit card                 Astroturf                                  IBM PC                                   Flickr                                                                        Robotic pest control
                                                                                 Electronic computer                  Acrylic paint                            Walkman                                   Netscape                                           Alien detectors                                                  Neuronic whip
               E=MC2                                                                                           Liquid paper                                                     MS-DOS                                                                                    Homorium
                Cubism                                                                                                                    Video game console                                               Goggle                                                                        Disintegrator        Joymakers
                                      Transatlantic flight                      Nuclear fission Tupperware Silicon chip                                                                Compact disc
                                                               Jet Engine                                                                                              Email                                                                Sintered Armorgel
                                Hydrofoil                                   Photocopier                               Computer mouse
                                                                                                                                                                                                        Fast Company magazine                                      Dustmotes Self-repairing roads Scramble suit Invisi-spray
                                                          Quartz crystal clock                                          Carbon dating                Moon landing                                     Wired magazine
                 Traffic lights                                                                                                                                                 Post-It note              ebay                                                                                                            Napcaps
 Tabloid newspaper Assembly lines                   Chocolate chip biscuits Microwave oven                 Colour TV                                                                        Camcorder                                          Moon village                   Helio-Beryllium
                                                                                                                             Cassette tape
Tape recorder Helicopter                              Television         Hearing aid Velcro Frisbee                                            Dot matrix printer                                                              Truth sensors                                              Short-wave scapelSmart bullet
      Aeroplane                                                                                     Polaroid camera                                                                                      Yahoo                                                       Mindwipes
Safety razor                                             Lego      Instant coffee
                   Plastics                Band-Aid          Fluorescent lighting             Atom bomb SuperglueSatellites                                                     Starbucks                  Amazon                                    Spray on surgical gloves
 Automobile                     Sonar                                                                      Nuclear power                    Artificial printer
                                                               Parking meters                         Mr Potato head         Laser                                  Gore-tex                                                                                                      Granton motor         Labots
          Cornflakes      Bra                 Spindryer         Penicillin         Ballpoint pen                                               Floppy disc                                             AOL                                                         Localizers
                                                                                                     Silly putty Hovercraft                                         Home computing                                                                                                                Oceanic thermal converter
       1Vacuum cleaner                 Vegemite                      Cats eyes                                                    Jacuzzi
                                                         Sliced bread       Radar Jet airliner              Radial tyres Barbie
                                                                                                                                           Pocket calculator
                                                                                                                                                                 Fax machine


 1900                                                                                                       1950                                                                                                            2007                                                                                                 2050
                                      www.nowandnext.com

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The Community Manager (v1.1)

  • 1. Community Manager v1.1 beta
  • 8. evolution of societies source: In Search of How Societies Work, David Ronfeldt, 2006
  • 9. comparing models source: In Search of How Societies Work, David Ronfeldt, 2006
  • 16. “Think about how you use the Web right now compared to six years ago. (...) Social Media is the innovation of our time. (...) Our behavior and the behavior of future generations has been irreversibly altered.” - David Armano, Logic+Emotion
  • 17.
  • 18. people + web 2.0 = social media
  • 21. from
  • 22. to
  • 23. word of mouth source: Twitip.com
  • 26. Conversations Dialogue Monologue
  • 27.
  • 31.
  • 33. stats & insights www.facebook.com/insights/ trends.google.com/trends www.google.com/adplanner www.google.com/insights/search/ cim.be/fr/internet/trafic/résultats/public
  • 34. people + web 2.0 + business context = enterprise 2.0
  • 36. build a social website elliance.com
  • 45.
  • 51. about you ‣ do you use the net? eMail, Surf? ‣ do you (or your company) have a website / blog? ‣ do you have a mobile phone? ‣ can you name 5 Social Networks? ‣ why do you want to use them?
  • 54. David Armano - Thinking Visually
  • 56. an introduction to the community manager’s role
  • 57. Listen Learn Engage Act Adapt v1.0 v2.0 #AdaptorDie via Briansolis.com
  • 58. markom hr customers support the the board community manager world it r&d ambassadors sales suppliers
  • 59. Tasks list • Listening • Planning • Publishing • Connecting in/out • Crisis management • Collaborating
  • 60. Set of skills • Passionate • Communicative • Eager to learn, inquisitive • Responsive • Willing to share • Positive, Constructive • Daring • Social • Good writing skills • People Manager • Open minded • Multi-media skills
  • 62. SEM = SEO + SEA
  • 63. SEO = organic search
  • 64. how does it work?
  • 65.
  • 66. SEA
  • 67.
  • 68. SEO vs. SEA elliance.com
  • 69.
  • 70. Why is it relevant to me as a community manager ?
  • 71.
  • 72.
  • 73.
  • 74. RSS
  • 75. ?
  • 76.
  • 77.
  • 81.
  • 82.
  • 85. The 1 mio € question
  • 88. Blogging Software Examples Posterous Blogger Wordpress Tumblr
  • 90.
  • 105. but... indexing world’s places started Facebook Places Foursquare Gowalla Google Latitude
  • 106.
  • 107. We will create a ... • Master email • Twitter account • Blog • Netvibes Dashboard • A feedburner account • Linkedin Company Page • Set up Google Analytics • Youtube account • Use the webmaster tool • Podcast / vodcast • Build a Facebook page • and more...
  • 108. a step by step guide to social media
  • 109. step 0 - try & fail Learn to walk before running
  • 110. step 1 - build your ID Set the roots
  • 111. step 2 - get a strategy Think
  • 112. 3D R Define Deliver This is the "idea" phase.  This is the "action" phase.  You will gather all the info around your business idea : You will focus on the execution •What's the name? •Find the right team •"Reason why" you do what you do? •Find partnerships •What's the business model behind the idea? •Stay FOCUSED •Who are you talking to? Drive Reward This is your "amplification" phase.  This is the "thank you" phase. Your soul has to cross the line in the real world. Now your Your most tangible asset is your customers/employees base idea is alive. Make it known to everyone: •Cherish them •Spread the word •Reward them •What's your story? What's your content? •Turn them into ambassadors. •Are you relevant to your audience? •Bring customers on board The After
  • 113. step 3 - select tools Be rational
  • 117. Manage Content Gather Insight Exchange YOU publishers bookmarks analytics communication community image storage data streams projects blog sounds knowledge communities crowdsourcing location videos information networks infrastructure personal data live stream reputation v-office Capital Creation Curation Control Collaboration social media dashboard - beta version The After
  • 118. Manage Content Gather Insight Exchange Google account Twitter Delicious Google Analytics Skype FB account Flavors, CheckThis StumbleUpon FB insights Socialcast,Yammer OpenID, Linkedin Prezly Pinterest Twittercounter, bit.ly Flowtown Flickr, Picasa Evernote RescueTime,Beebole BaseCamp FB pages/groups Instagr.am Dropbox Wakoopa Zoho projects Linkedin Prezy Issuu AddThis, ShareThis Beebole Slideshare Crowdspring Blogger, WP Soundcloud DialogFeed Knowledge Plaza ODesk, Mindmeister Posterous,Tumblr MySpace Getsatisfaction Docstoc GhostBloggers Youtube Storify Hootsuite Google Apps 4square Vimeo Wiki CoTweet, Seesmic Zoho Gowalla Dailymotion Netvibes Twitspark Docs.com Livestream Klout, Ubervu, Memolane, Dipity ContactOffice uStream Bringshare Whoopaa Acrobat Qik (mobile) Attentio Capital Creation Curation Control Collaboration social media dashboard - beta version The After
  • 120. Check list ✓ Get all basic brand elements (texts+images) ✓ Book all vanity URLs ✓ Draw the content flow ✓ Create a central password keychain ✓ Get dedicated email aliases ✓ Set up a naming convention ✓ Build your own toolkit
  • 121. Basic brand elements ‣ texts : ‣ internal social media policy ‣ disclaimer guidelines ‣ social media charter ‣ short brand presentation (2 versions: 140 char + in 300 char) ‣ images : ‣ logos ‣ icons
  • 122. step 4 - focus & act Be consistent
  • 123. step 5 - measure Keep it simple
  • 125. The 1 mio € question
  • 129. step 6 - start over Challenge yourself
  • 132. in the end ‣ nothing changes ‣ everything changes http://darmano.typepad.com/
  • 133. The secret formula ‣ If you can understand basic human psychology ‣ If you have enough empathy to relate to the inevitably correlated behaviors ‣ If you feel like responding ‣ Then social media will be a piece of cake to embrace
  • 134. you can ‣ try, try, try ‣ share : in + out ‣ know why you do what you do ‣ ask for more...
  • 135. Innovation timeline 1900-2050 Hybrid car Wearable computers Virtual reality windows Sleep surrogates Self-cleaning windows Digital mirrors Artificial brain Space factories Virtual keyboard Soft baths Space mining Fuel cell bike Sensory Internet Synthetic bacteria Compulsory biometric ID Web 4.0 Mandroids Birth control patch Plastic bones Space ladder Single global currency Quiet paint Artificial liver GPS clothing Viagra Self-driving cars Video wallpaperWarp drive thank you Robotic surgery Baby exchanges Nano drinks Robotic insects Web-TV Gene based diets Road reservation system VR enhancing drugs Global flat tax system Pentium processor Artificial eyes Silent villages World Wide Web Offshore prisons 3D fax Fuel cell phones Stress control clothing HTML Prison countries Virtual protest marches HD-TV Robotic soldiers Sleep hotels Hydrogen fuel stations Robocops DVD Reputation trading Global voting Kevlar Prozac Dream machines Just in time shopping 3D printers Test tube baby Self-cleaning houses Microprocessor Disposable contact lens Face recognition doorsNanobotic toothpaste IVF e-suit Memory enhancement in humans Human memory downloads DNA computer Man on Mars Cat scanner Laser printer 3-D gaming Individual pollution credits Rounjin Z-0001 card Global ID Space station E-newspapers (e-ink) Smart baths Space shuttle Disposable camera Virtual holidays Sleep surrogates Word processor 150GB memory stick Nano pills DNA Scrambler Pong Hepatitis B vaccine Intelligent cosmetics Reputation trading VCR Cellular phone Synthetic skin Accelerated schoolingHelio-Beryllium Brain switchers Heart transplant Space tugs The Pill Internet Magnetic resonance imaging MySpace Randominoes Disposable phones Skyshield Brain transplants Plate tectonics Artificial heart CD-ROM Skype Needlecasting Granton motor DNA VisiCalc Apple Macintosh Barcodes Youtube Invisibility cloak Aqualung Apple Lisa Replicators ATM Liposuction GPS Child-care robots Gravity tube Nylon Credit card Astroturf IBM PC Flickr Robotic pest control Electronic computer Acrylic paint Walkman Netscape Alien detectors Neuronic whip E=MC2 Liquid paper MS-DOS Homorium Cubism Video game console Goggle Disintegrator Joymakers Transatlantic flight Nuclear fission Tupperware Silicon chip Compact disc Jet Engine Email Sintered Armorgel Hydrofoil Photocopier Computer mouse Fast Company magazine Dustmotes Self-repairing roads Scramble suit Invisi-spray Quartz crystal clock Carbon dating Moon landing Wired magazine Traffic lights Post-It note ebay Napcaps Tabloid newspaper Assembly lines Chocolate chip biscuits Microwave oven Colour TV Camcorder Moon village Helio-Beryllium Cassette tape Tape recorder Helicopter Television Hearing aid Velcro Frisbee Dot matrix printer Truth sensors Short-wave scapelSmart bullet Aeroplane Polaroid camera Yahoo Mindwipes Safety razor Lego Instant coffee Plastics Band-Aid Fluorescent lighting Atom bomb SuperglueSatellites Starbucks Amazon Spray on surgical gloves Automobile Sonar Nuclear power Artificial printer Parking meters Mr Potato head Laser Gore-tex Granton motor Labots Cornflakes Bra Spindryer Penicillin Ballpoint pen Floppy disc AOL Localizers Silly putty Hovercraft Home computing Oceanic thermal converter 1Vacuum cleaner Vegemite Cats eyes Jacuzzi Sliced bread Radar Jet airliner Radial tyres Barbie Pocket calculator Fax machine 1900 1950 2007 2050 www.nowandnext.com