Course about community management at skema business school

1. Community Management Guillaume ERETEO guillaume@ereteo.net twitter.com/ereteog slideshare.net/ereteog

2. Whatis a community?

3. A communityis A group of people thatinteract on sharedinterests. Advanced communities have common goals, productions, and practices.

4. Different types of social links the remainder of the network absent relationships but a social proximity  relationships without significant meaning frequently activated with a significant substance

5. Strong links frequently activated with a significant substance Example: company: collaborators, stakeholders, frequent customers. person: family, friends dense strong links and closure of network may increase the sharing of resources and strengthen trust in a group [Coleman 1988]

6. Weak links relationships without significant meaning examples: company: occasional customer, people met during events person: simple acquaintance weak links and sparse networks may facilitate access to more varied resources and sources of information [Burt 2001]

7. Potential links absent relationships but a social proximity; typically actors that share interests or have common or that are linked to same actors the development of new relationships could strengthen the density of a group or bridge to new communities

8. Absent relationships are not likely to appear unless randomly, namely the remainder of the social network “Serendipity is when someone finds something that they weren't expecting to find.” http://en.wikipedia.org/wiki/Serendipity

9. social networks are composed of densely connected groups that are separated by structural holes and bridged by few weak links: people in either side of a structural hole circulate in different flows of information [Burt 2001].

10. Social capital "resources embedded in one's social networks, resources that can be accessed or mobilized through ties in the networks" [Lin 2008]

11. Differentpurposes "For expressive action, the purpose is to maintain and preserve existing resources” (e.g., to highlight production, to foster collaboration, or to strengthen community cohesion) "For instrumental action, the purpose is to obtain additional or new resources". [Lin 2008]

12. network strategy for expressive action “bind with others who share similar resources, who are sympathetic to one's needs to preserve resources, who are prepared to provide support or help” [Lin 2008] a dense core of strong relationships enables to reinforce the sharing of resources and receive support for propagating information.

13. network strategy for instrumental action “Accessing better social capital may require extending one's reaching beyond inner circles – bridging through weaker ties or non-redundant ties (e.g. structural holes)." [Lin 2008] Having relationships with people that are active in different communities enable to receive and propagate information in these communities.

14. Building your network strong links: connectwithcollaborators and stakeholders of yourcompany weak links: stay in touchwithactorsthatyou met (online or offline) for your business potential links: listen to the network to detectactorsthatshareinterestswithyou, connect and interactwiththem

15. Mainteningyour network strong links: frequentlyinteractwiththem carefully monitor their publications help themdeveloping and mainteningtheir network weak links: regularly have a quick insight on their publications propagatetheir relevant and important news occasionalyinteractwiththem

16. usingyour network: expressive action maintain and preserve existing resources Strong links: notifythem of your productions Askthem to diffuse it in their network Introducethem to otheractors of your network to strengthenyourcommunity Weak links: Strengthen relationships with actors that could become collaborators

17. usingyour network: instrumental action extending beyond inner circles Strong links: Askthem to help youtargetingtheir relevant weak links Weak linksgivingaccess to new communities Notifythem of your productions them to diffuse it in their network Introducethem to otheractors of your network to strengthenyourcommunity

18. Guillaume Ereteo Simplicity for building a community

19. WARNING Twitterisjust a tool: itis not a communication strategy Yourcommunitywilldetermineyourtool Let seenowwhichpossibilities are offered by twitter ;)

20. 1. What's Twitter? "microblogging" service short updates limited to 140 characters.

21. To Follow: Updates of people youfollowappear in yourtimeline (newsfeed) Subscribe to someone’supdates

22. 3 differentways for interacting: Send a short message to a bunch of people publicly Send a short message to a specific person publicly Send a short message to a specific person privately

23. What for? Real time and mobile blogging Diffuse and receiverapidfire, concise information. Wisdom of crowd

24. Send a short message to a specific person privately

25. Send a short message to a bunch of people publicly

26. mention specificpersonspublicly Discussssion

27. whowillseeyour messages?

28. Potentially:All your customers(current and future!)

29. Potentially:the wholeworld ;)

30. Publicly or semi-publicly? Onlyyourfollowerswillseeyourmessages!

31. #Hashtag Join a conversation about an event or a theme

32. Retweet: World Of Mouth

33. Is yourcommunity on twitter?You have a strategy?Something to say?

34. ENGAGE!!!

35. listen ! find and buildyourcommunity http://www.slideshare.net/ereteog/social-media-reputation-management-course-2010-2011

36. Build your community

37. Automatically follow people that use specific keywords or match a given profile

38. Develop direct relationships with influencers (bloggers, journalists, etc.)

39. Bring your community to you

40. Tweetdeck

41. Manage multiple accounts

42. EaselyListen

43. EaselyListen

44. Easelypublish

45. Interact with your community Pull your custumers into your brand life cycle

46. “Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers” http://www.nec.co.jp/cs/en/voice.html

47. “Creating products and services that satisfy customers begins with obtaining the opinions and desires of customers” http://www.nec.co.jp/cs/en/voice.html Looks like as social as the web ! Social medias

48. Get feedbacks and implicate your customers

49. Build a privileged community

50. Privatetwits Build a verypriviledgedcommunity! Specialoffersannoucedonlythroughtwitter Incitateyourfollowers to recommend to followyou High quality information pushedonly to customers

51. Care about unsatisfied customers

52. In 2009, Dell generated $9 million in PCs and accessoriesthroughTwitter and Facebook http://www.geek.com/articles/chips/twitter-and-facebook-generated-9-million-for-dell-last-year-2010033

53. references [Lin 2008] Lin, N.. A network theory of social capital. In D.Castiglione, J.W. van Deth, and G. Wolleb; editors, Handbook on Social Capital. Oxford University Press. (2008) [Coleman 1988] Coleman, J. S.: Social capital in the creation of human capital. The American journal of sociology, Vol 94, Supplement: Organizations and Institutions: Sociological and EconomicApproaches to the Analysis of Social Structure. (1988) [Burt 2001] Burt, R. S.: Structural Holes versus Network Closure as Social Capital. N. Lin, K. Cook, R. S. Burt: Social Capital: Theory and research. Aldine de Gruyter: 31-56. (2001) http://twitter.com/ereteog http://www.slideshare.net/ereteog

54. ereteog@gmail.com