There are two things good to know about online community management: it’s not quite the same as its more glamorous counterpart, social media marketing; and it’s more than just about managing fans and followers. It's also about managing social media for use within the organization. This presentation is aimed at persuading, at a high level, organizations to accept the notion that social media is not just about marketing to external customers, but also a means to empower greater collaboration, knowledge sharing and social discovery within a company, among co-workers and management.

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Agent of Connections:
The Online Community Manager
© 2013 National University of Singapore. All Rights Reserved. 1
Chia Han-Leon · Lecturer, Enterprise Social Business, ISS · @leonchia

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Why is social media
management like a
weight management
program?
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Image courtesy of Relaxingmusic (Flickr). Used under Creative Commons License.
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Because all the advice
you’ve already heard,
and you already know –
actually works.
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Image courtesy of just4you (sxc.hu)
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Bonus Talk! Weight Management Tips
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Eat multiple
small meals.
Don’t eat before
you go to sleep.
Cut the carbohydrates.
Miniature food by SouZouCreations (etsy.com/shop/SouZouCreations)
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5. Slide of 39© 2013 National University of Singapore. All Rights Reserved.
Get enough rest and sleep.
Bonus Talk! Weight Management Tips
Sugar is bad.
Exercise regularly.
Avoid Fast (Processed)Food
Images courtesy of michiru (sleeping kitty), and pixaio (pink donut) via sxc.hu.
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So, if we all know
what to do, why do
so many still struggle
with weight issues?
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… or social media
implementation?
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Let’s say you are in charge of social media in your
company. You are the Social Media Manager.
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You already know why it isn’t that simple:
Knowing is not doing.
Image courtesy of mkhmarketing (Flickr). Used under Creative Commons License.
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Specifically, just doing one or a few aspects
correctly does not mean the whole picture works.
Social media requires orchestration.
Image courtesy of greyweed (Flickr). Used under Creative Commons License.
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Health & fitness is pretty fashionable,
so is social media.
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But you can’t fake it by not doing it yourself.
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Like a social media
manager, a trainer is
implicitly effective if
he is seen as fit and
strong himself.
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Image courtesy of eaexcutives (Flickr). Used under Creative Commons License.
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It takes a dedicated community manager to coordinate
and drive success in an online community.
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Like a trainer who knows how to balance
“pain and gain” for effective weight loss.
ImagecourtesyofLivingFitnessUK(Flickr).UsedunderCreativeCommonsLicense.
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Two Aspects. What’s the difference?
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Channel
Online Community Manager
Social Media Manager
People
-specific
Channel-agnostic
Bring in new fans
Engage existing fans
Conversion
Convers ionat
…etc.
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From AOL Social Media Salon (Internet Week New York, May 2013)

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From AOL Social Media Salon (Internet Week New York, May 2013)

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From AOL Social Media Salon (Internet Week New York, May 2013)

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From AOL Social Media Salon (Internet Week New York, May 2013)

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From AOL Social Media Salon (Internet Week New York, May 2013)

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From AOL Social Media Salon (Internet Week New York, May 2013)

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Image Source: Facebook fleece pillow by TheGeekyGiraffe (etsy)
Connecting
Both a fitness trainer
and an online
community manager
are more effective
when they
understand the life
and lifestyle of their
clients.
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Individual lifestyle results in unique,
individual factors.
Successful Diet = Rules × Context
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Image courtesy of cienpies (via sxc.hu) ©cienpies.net
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Successful Social Media =
Best Practices × Context
Different communities
require different treatment.
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Additionally, the people around you have a
powerful influence on your success (or failure).
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Image courtesy of Tiberiu Ana (Flickr). Used under Creative Commons License.
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The same with social media.
Your job is tougher if the people
around you don’t practice it.
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Image courtesy of ilco (sxc.hu)
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The social media manager soon
realizes that “community” also
includes the internal community.
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Image courtesy of ilco (sxc.hu)
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Because life is harder if other departments,
colleagues don’t get social media.
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Image courtesy of ilco (sxc.hu)
You also have to sell and cultivate online strategy internally.
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You have to champion the benefits of
social media inside the organisation.
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Image courtesy of ilco (sxc.hu), with modifications
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Not just this social media…
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But also social media in a broader sense
that includes collaboration tools.

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So this talk really isn’t just about the “usual”
social media.
© 2013 National University of Singapore. All Rights Reserved.
It’s about the dual role of social media:
both outside and inside an organisation.
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It’s been some years since
Singapore adopted social media.
We’re not new to it.
But we haven’t looked much
into social media on the inside.
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Why connect social media inside?
Makes social media an
across-the-organisation platform.
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social
ORGANISATION
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Not just a tool for the marketing department.

31. Empowers your inner community with all the
legendary benefits of social media.
© 2013 National University of Singapore. All Rights Reserved.
KNOWLEDGE
SHARING
REAL-TIME
COLLABORATION
EMPLOYEE
ENGAGEMENT
TALENT
SPOTTING
INFORMATION
CROWDSOURCING
SOCIAL
FILTERING
LOWER
COSTS
“INNOVATION”
LESS
EMAIL(!)
THOUGHT
LEADERSHIP
EMPLOYEE
RETENTION
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Internal collaboration tools are arguably one of the open
secrets to solving Singapore’s productivity issues.
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Source: Channelnewsasia.com, 30 May 2013
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30 May 2013

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Who might be able to help you
with this?
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Your (Online) Community Manager

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Social
Media
Community
Internal /
Employee
Community
Benefits
Benefits
Community Managers
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Social Media isn’t new, but it’s time
to bring its practice inwards.
© 2013 National University of Singapore. All Rights Reserved. 36
Image courtesy of Joe Kulangara (Flickr). Used under Creative Commons License.

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“I hear and I forget.
I see and I remember.
I do and I understand.”
- Xunzi, Confucian philosopher
© 2013 National University of Singapore. All Rights Reserved. 37
Thank You.