The Community Manager Role

The community
manager role
Jean-Charles PILLET

Delineating the
community
manager role

© Jean-Charles Pillet

Open question

What are the activities and
tasks of a community
manager?


The editor
in chief


How about the role?
In our context?
▶ Cross-checking
facts,
spelling,
grammar, writing style, design pages
and photos;
▶ Rejecting writing that appears to be
plagiarized, ghost-written by another
sub-editor,
previously
published
elsewhere, or simply of insufficient
interest to the readers of the
publication;
▶ Editing any content in question;
▶ Contributing editorial pieces;
▶ Motivating and developing editorial
staff;
▶ Ensuring final draft is complete and no
area is left empty;
▶ Handling reader complaints and taking
responsibility for resulting issues; and
▶ For books or journals, cross-checking
citations and examining references


▶ Cross-checking facts, spelling, grammar,
writing style, design pages and photos;
▶ Rejecting writing that appears to be
plagiarized, ghost-written by another subeditor, previously published elsewhere, or
simply of insufficient interest to the
readers of the publication;
▶ Editing any content in question;
▶ Contributing editorial pieces;
▶ Motivating and developing editorial
staff;
▶ Ensuring final draft is complete and no
area is left empty;
▶ Handling
reader
complaints
and
taking responsibility for resulting
issues; and
▶ For books or journals, cross-checking
citations and examining references

1-Contribute
editorial
pieces


2-Motivate editorial staff


3-Develop
editorial
staff


4-Handle readers’
complaints

The
documentalist

1- Mastering of the
indexing techniques


2- Ensure efficient
knowledge
transfer


The leader

1- Set the
community norms


2- Guide discussions


The manager

1- Strategy building


2- Metrics and reporting

Exercise online
influence


Standing out of the crowd.


How to get people to read you
COMPONENT 1: HEADLINE


FORMULA


TRIGGER WORD/NUMBER

+

ADJECTIVE

+

KEYWORD

+

PROMISE

KILLER HEADLINE

EXAMPLE

Subject:
“Frying an egg”
You could write:

“How to fry an egg” / “Why I love frying eggs”


Or apply the formula:
“13 unbelievable ways you can
fry a small egg with a sock”


Trigger words


How to get people to read you
COMPONENT 2: IMAGE


IMAGES SEDUCE

They are instant, data-rich and visually
compelling


YOUR IMAGES SHOULD

1- Elicit emotions

Fear, anger, happiness, hope, surprise, sadness,
admiration, empathy, disgust


YOUR IMAGES SHOULD

1- Elicit emotions


2- Tell a story


YOUR IMAGES SHOULD

1- Elicit emotions


2- Tell a story
3- Create a curiosity gap

Becoming an effective
online leader


Be a business leader, play online
games

The need for collaboration, both
at the individual and global levels,
units both environments


What makes a good community
or guild leader?


MIT Sloan Leadership Model
applied to online communities


Personality & traits

Trust

Identification


Reciprocity

Norms of
sharing


Norms conducive of contributing behaviors


Handling negative comments


2 types of negative messages

Valid complaint

Troll

Simple

Complex

Unique

Recurrent

Aknowledge

Aknowledge

Defuse

Defuse

Solve

Pass-on


Escalate


1 – Respond quickly



2 – Be witty
Survival kit

Parcel Number


(Additional examples here)


3 – keep it professional


REDUCE OFFENSIVENESS

▶
▶
▶
▶
▶
▶

Bolstering
Minimization
Differenciation
Transcendance
Attack accuser
Compensation


CORRECTIVE ACTION

▶Plan to solve or prevent problem
▶Promise to correct problem

▶Important for repairing image


MORTIFICATION

▶ Apologize for act
▶Admit wrong doing

▶Ask for forgiveness


Demonstrating the
value of a social
iniative


Demonstrating community value

Metrics & KPIs

Success stories

+


Success stories

▶ Concrete examples
▶ Understandable by everyone
▶ Hard to spot (not directly visible)
▶ Delivery format is critical

▶ To differentiate from business case

Lowering the price of a Coca Cola
Dirk, posted to Water Cooler
“Who knows why the price of a coke in the new vending
machines in Eindhoven is € 1,10 and in Utrecht € 0,90."

Dirk, Consultant NL
“G

”

financial service
Boris, Process Analist Brazil
“R$2 in Brazil, Google said that it's €0,63”

Results
• 326 readers, 33 reactions
• Seen, read and reacted to from across the the world
• Cost of drinks lowered on location, money saved for employees


5 categories of success
Productivity Increase

Access to Expertise

Commercial Success

Increased productivity of
knowledge workers;
personal and team

Improved access to
experts and expertise
across the whole of Atos

Increased business value
identification for
customers and increased
quality of proposals

Employee Connectedness

Increased extend of
feeling connected to, and
being recognized within
Atos


Innovation & Diversity
Increased global and
diverse internal
collaboration and
knowledge sharing,
Faster idea generation
and development

Translated in concrete examples
Productivity Increase
►
►

►
►
►

Quicker and better problem solving
by team
Reduction in time of finding
relevant information (posts,
groups) – better re-use
Less meetings / travel needed to
coordinate work
Processes executed faster
Faster turnaround of input into
document

►

►

►

Cost avoided by identification of
internal expertise, avoiding
subcontracting
Faster problem solving / issue
resolution by finding right experts
to involve (targeted)
resolution by getting help from
experts (serendipitous)

►
►
►

►


More connections with colleagues
outside unit or GBU into services,
initiatives etc.
Easier to identify new or unknown
talent
Faster onboarding on new
colleagues
Faster and better dissemination of
communications and conversations
in and between every level in Atos
Increased employee satisfaction

►
►

►
►
►

Faster mobilization of relevant
expert(ise) in Atos
Faster gathering of complete
insight into client issues / needs
for sales – superior business value
Less time spend gathering relevant
bid information – better re-use
Faster identification of client
opportunities for Atos services
resolution resulting in higher client
satisfaction / business value

Innovation & Diversity

Employee Connectedness
►

Commercial Success

Access to Expertise

►
►

►

►

Faster identification and
development of idea’s
More global and diverse internal
collaboration and increased
knowledge sharing (easier to
organize)
Faster response and adaptation of
offerings and services to change
(in customer or market)
Faster launching of new services
and offerings

Metrics & KPIs

Accountability


Community
management

Most frequently used metrics for
online community reportings


The Forrester research TEI Model


http://www.youtube.com/watch?v=VC
8CpueYNOE&feature=youtu.be


Thank you for your
attention

Jean-Charles PILLET
jean-charles.pillet@atos.net
LinkedIn

Special thanks to
-Jan Krans
- Jean Corbel
- Thomas Goubin
For their valuable input on this workshop

The Community Manager Role

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