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Dalla comunicazione al community management

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Convegno: 3° ASFOR Quality Service Meeting 2016
Come comunicare il valore di un Master Accreditato ASFOR nel Digitale
Milano, 9 settembre 2016, ore 10.00-16.30
Fondazione Accademia di Comunicazione – Via Savona 112A - Milano

Published in: Business
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Dalla comunicazione al community management

  1. 1. Dalla Comunicazione al Community Management Enrico Viceconte, Stoà Mirella Herrmann, Stoà
  2. 2. Media tradizionali
  3. 3. 3 Media tradizionali
  4. 4. Social Media
  5. 5. FORMAZIONE UNIVERSITARIA MASTER IN GENERAL MANAGEMENT + INTERNSHIP FORMAZIONE NEOASSUNTI FORMAZIONE MID-CAREER DIRIGENTI SISTEMA D’OFFERTA DI FORMAZIONE MANAGERIALE DOMANDA INDIVIDUALE DI FORMAZIONE MANAGERIALE FORMAZIONE MID-CAREER QUADRI Touchpoints & Transitions: a Service Management Approach
  6. 6. Dalla relazione ai contenuti Programmi INTER- CORSO sviluppati da Alumni del Master MDGI- Asfor
  7. 7. 09/07/16 Enrico Viceconte, 2016 8
  8. 8. 09/07/16 Enrico Viceconte, 2016 9
  9. 9. 09/07/16 Enrico Viceconte, 2016 10
  10. 10. Evoluzione Dalla comunicazione alla relazione Dalla relazione ai contenuti Dai contenuti allo sviluppo del Business
  11. 11. CASE STUDY
  12. 12. Quale Community Manager?
  13. 13. Duties & Responsibilities • Reporting to the director of the Forum, the community manager is responsible for the research, creation and growth of an online community centering on the alumni of the BSSE (“Building and Sustaining a Successful Enterprise”) course at HBS, created by Professor Christensen and now numbering over 9,000 alumni, and extending into those companies and organizations that have adopted or are seeking to adopt his theories. • Our aim is that this be a thoughtful, robust and meaningful community that provides guidance to our research direction here at the school and that facilitates the spread and adoption of our theories across managers worldwide.
  14. 14. The community manager will be responsible for the following tasks: 1. Oversee implementation of new software platforms for customer relationship management and online community building (leading candidates currently Salesforce, Yammer, Drupal) 2. Become “voice of the Forum” to online community 3. Manage all communication with BSSE alumni – from periodic email updates to post-event follow-ups, etc. 4. Conduct online interest survey of ~9,000 BSSE alumni to identify issues on which they would most like to collaborate with Professor Christensen and the Forum team
  15. 15. The community manager will be responsible for the following tasks: 5. Maintain updated web presence 6. Create and maintain census of major social media platforms in use, cataloging their strengths and weaknesses for our purposes 7. Maintenance of Forum presence in social media platforms other than those selected for focus, to build general awareness and lead generation 8. Collaborate and contribute to planning and execution of podcast series
  16. 16. The community manager will be responsible for the following tasks: 9. Orchestrate convenings for BSSE alumni and involving BSSE alumni for researchers collaborating with Professor Christensen 10. Networking within HBS to seek out unique opportunities for BSSE alums to either participate in or lead 11. Analyze strategies of other influential academics and thought leaders for building community across individual and multiple platforms 12. Create “bite-size” versions of Professor Christensen and Forum publications for dissemination to BSSE community
  17. 17. The community manager will be responsible for the following tasks: 13. Broker community information requests to Professor Christensen and Forum team 14. Identify alternative publishing venues (beyond HBR, Sloan Review and SSIR) for Professor Christensen and Forum publishing, to build out new segments of the community 15. An early priority of the role will be to build on the ground-breaking alumni guidance documented in the June 2014 HBR article “The Capitalist’s Dilemma” as we expand this into book-length treatment 16. Conduct lead generation and micro-community formation around individual Forum research topics (e.g., current uses of JTBD theory by alumni, organization of Nigerian alumni community for eventual conference with Professor Christensen keynote)

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