Embed Size (px)
DESCRIPTION
An attempt to capture the many ways you could describe the role of community management, including roles, responsibilities, competencies. Main focus on internal communities but I guess can be used for community management in general. Also a short explanation what management should do when dealing with an internal community, and how you should reward active community employees.
Citation preview
Online Community Management
From Knowhow
to Know who knows how
A White Preso from Erik van der Zijden
Community Management is like organizing a party.
Don’t play nice and people won’t show up.
Or leave.
copyright digiredo www.digiredo.nl
INT
Our Community
INL
BU
REG
TECH
MT
SEC
...
AM
IM
REG
EMT
SITE
...
Customers
Suppliers
Partners & Network of Experts
Competitors
Authorities
Communities can be split into two categories: Internal Communities (A) and External Communities (B).
Internal Communities consist of a local part and an international part.
External Communities may be formed by several subcommunities, most notably the customers and competitors. In pharma also authorities play a significant role.
A
B
copyright digiredo www.digiredo.nl
INT
Our Community
INL
BU
REG
TECH
MT
SEC
...
AM
IM
REG
EMT
SITE
...
Customers
Suppliers
Partners & Network of Experts
Competitors
Authorities
Our company has an internal flow of Community Management and an external flow.
This White Preso will focus on the internal flow.
Further research needs to indicate whether we might consider utilizing the external flow as well.
A
B
copyright digiredo www.digiredo.nl
Our Internal CommunityAs per July 2009 INL uses ‘Innovare’, an internal web-based and cloud-hosted community based on collaboration and innovation. This platform includes several social media tools to elaborate on internal open social innovation and collaboration.
BlogBusterInternal blog, by everybody, for everybody.
MyIDIdea collection and selection.
BoTcastWeekly audio or video about the company.
NetVibesEmployee-specific RSS reader.
WikiCompany Knowledge Centre
FF PolsenPoll feature, to be used by all.
copyright digiredo www.digiredo.nl
Community Manager • Tasks
Facilitation Content Creation Evangelism Community Evolution
Measures cost-benefit
Indentifies needs and improves platform
Helps accepting platform
Acts as internal promotor
Coordinates w/ other depts
Organizes/executes training
Manages budgetLinks to company
strategy
Organizes on- and offline community
events
Designs strategy to further build platform.
Executes.
Sets up reporting to stakeholders
Identifies and tackles legal issues
Moderates and participates in
dicussions
Leads by example
Stays up to date on web 2.0
developments
Business allignment
Manages Member Life Cycle
Motivates people to participate
Sets up promotional strategy
Strategic
Tactical
copyright digiredo www.digiredo.nl
Community Manager • Skills
Facilitation Content Creation Evangelism Community Evolution
Measures cost-benefit
Indentifies needs and improves platform
Helps accepting platform
Acts as internal promotor
Coordinates w/ other depts
Organizes/executes training
Manages budgetLinks to company
strategy
Organizes on- and offline community
events
Designs strategy to further build platform.
Executes.
Sets up reporting to stakeholders
Identifies and tackles legal issues
Moderates and participates in
dicussions
Leads by example
Stays up to date on web 2.0
developments
Business allignment
Manages Member Life Cycle
Motivates people to participate
Sets up promotional strategy
Strategic
Tactical
Cross-functional
Organization
Analytical
Leadership
People
Leadership
Leadership
Communication
Marketing
Analytical
Analytical & Technical
Organization
Organization
Technical
People
Cross-functional
Analytical
People
copyright digiredo www.digiredo.nl
A Community Manager is able to...
... work with other departmentsTo see what other departments can do for the community.
... organize stuffWhether it’s a training on the use of the platform or an offline community event.
... lead the wayBoldly go where no man has gone before. And don’t lose anybody along the way.
... walk the talkA perfect communicator, able to express the intentions, to get what she*) wants. For the community.
*) a she can also be a he
... promote the communityEither an internal promotion campaign or a full-blown conference presentation with 2,500 delegates.
... be a nerd, sometimesLike it or not, this is geek stuff. So get used to it and immerse yourself.
... forget sleepIt’s a true passsion. Good thing it’s in the cloud so you can be with your passion 24/7. The community expects that.
... be authentic, transparent and engagingJust the normal Web 2.0 manthra.
copyright digiredo www.digiredo.nl
What does that mean for our community?
Content Creation Create high value content on the platform. On a regular basis.
ReportingEstablish fixed reporting to inform stakeholders about the platform. Also inform community about newly created content
Cross-functional CollaborationWith IT, International
Organizing Community EventsOn- and offline events to stimulate the community feeling
Promoting the PlatformTo see what other departments can do for the community.
Developing the PlatformHow can we further design the platform. Iterate often. Think about Reputation Management, external use, Innovation Incubator.
copyright digiredo www.digiredo.nl
Management Team should...... know what their people are up toIf your people are active in our Community, you should know about it. Embrace it. And let them know.
... forget e-mail as mass communicatorHave something important to tell to the entire company? Before prepping your e-mail and hit ‘Send to All’, think about BlogBuster. Except birthday cake invitations.
... walk the talk, practice what you preachWe want Innovare to facilitate improving our company. Shout it out and lead by example.
... behave onlineBe a good online citizen. You know what that means.
... know the ideasThe future of the company might be caught in these ideas. Our people put effort in sharing these ideas. They want us to know how to make Intervet better.We should all be grateful for that and respect it by knowing what these ideas are.
... encourage participation of your peopleSome of your people will thrive in Innovare, others will avoid it. You should deal with both extremes. Enter the dialogue with your people about their Community activities. Don’t we have MyPMP for that?
... follow and participate in discussionsFearsome discussions may arise on Innovare. You don’t wanna miss that. And may be you have an opinion too. copyright digiredo www.digiredo.nl
Rewarding Ted Talks | Dan Pink
AutonomyThe urge to direct our own lives.
MasteryThe desire to get better and better in something that matters.
PurposeThe yearning to do what we do in the service of something larger than ourselves
A
M
P
copyright digiredo www.digiredo.nl
How to reward Great Contributors - 1
Let them moderateGiving people the ‘power’ to determine what’s good and what’s not feels good.
A
Participate in Platform DevelopmentGreat Contributors share a passion for the platform. They use it a lot so no doubt they also have ideas about improving it. Involve them in the Roadmap Development.
P
Let Them OwnLet Great Contributors think of improvements and give al responsibility for that part of the platform to them (building, maintaining)
A
Give VisibilityApart from the ‘Top 10 Contributors’ list give Great Contributors a separate status on the platform. ‘Great Contributor’, or so.
P
copyright digiredo www.digiredo.nl
How to reward Great Contributors - 2
Just Plain €€Yep, that still motivates some people.
Discuss at PMPThe semi-annual motivational opportunity to tell people what they did right. Right? Put it on the agenda and show the appreciation.
EducateUsually Great Contributors are keen to learn, to share. Send them on a course to whatever they like. Knitting not included.
We could also provide educational books.
M
First Access in High Technology ProjectsMost probably Great Contributors like new stuff. Reward them with new stuff. Such as a Mac for example.
M
copyright digiredo www.digiredo.nl
