Cursus Community Management

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    22-Jan-2015
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Online community management is een groeiende taak binnen bedrijven. In een cursus van twee avonden aan het Centrum voor Communicatie en Journalistiek (CCJ) van de Hogeschool Utrecht behandelt Jeroen Mirck alle aspecten van dit nieuwe vak.

Transcript of Cursus Community Management

  • 1. Community Management Jeroen Mirck|Cursus voor CCJ|Hogeschool Utrecht

2. Aangenaam!

  • Wie?Jeroen Mirck
  • Wat?
  • Internetjournalist (Adformatie, Emerce)
  • Spreker en trainer (o.a. CCJ, Lectric)
  • Columnist (NL MediaNetwerk, Joop.nl, NUzakelijk.nl, Radio Noord-Holland)
  • Waar?JeroenMirck.nl
  • Twitter.com/JeroenMirck

3. lalala lalala 4. Wat gaan we doen?

  • Iedereen een community!
  • Inleiding social media
  • Wat is Community Management?
  • Wie is de community manager?
  • Faciliteren, beheren, modereren
  • Monitoring
  • Webcare
  • Kennis van techniek: nodig of niet?
  • Strategische rol van de community manager
  • Wat te doen in crisis?
  • Conclusies

5. 1. Iedereen een community! 6. Heineken (1) 7. Heineken (2) 8. Laptop United... 9. You have to give up control to gain control. Jeff Jarvis 10. 1. Inleiding social media Lalala 11. Every 60 seconds 12. 13. 2011 14. Facebook heeft Hyves ingehaald 15. Google+ bedreigt Facebook 16. Google+ 17. T-Mobile op Facebook 18. LinkedIn lala 19. Vraag 2: Welk medium kies je?En van iedere schrijver? 20. 21. Ideaal 22. 3. Wat is Community Management? 23. Definitie A community manager is a manager of a condominium or homeowners association (including single-family home subdivisions, townhouses, or mixed-use development). The position is frequently confused with a property manager, who deals with individual rental units or a group of rental units, like an apartment complex. The community manager deals with property owners and homeowners. (Wikipedia) 24. NOPE! 25. Definitie The online community manager role is a growing and developing profession. People in this position are working to build, grow and manage communities around a brand or cause. (Wikipedia) 26. Owyang (1) 27. Wat zegt Jeremiah Owyang? (1)

  • Listen: Use listening tools like Technorati, Talkdigger, read blogs, forums, wikis, to find out what customers are saying
  • Respond: Depending on what s being said, respond quickly when appropriate
  • Inform: Tell the right stakeholders in the company what s happening, this can range from Engineering, Product Management, Product Marketing, PR, Marketing, Bloggers, or forums moderators.
  • Shut up and sit back: One of the most important jobs of the CM is to connect the right internal people with customers and let them work it out, stay out of the way if you don t understand the problems.
  • Listen more: Keep on listening, responding, informing, and connecting the right folks. A community manager is an odd looking being, big ears and eyes, and a small mouth.

28. Wat zegt Jeremiah Owyang? (2)

  • Community First . Puts the community or the customers as a priority over the company. This person is an advocate for the customers, and will often go join the community, rather than try to build it.
  • An Educator, two-ways . Teaches the community about the company and its products, often in a non-invasive manner.
  • Uses the toolsand communication style of the community
  • Puts a Human Face on the company . This person actually shows their real face, both online and at events. Forget those stock images of the pretty Asian woman at the computer, and use a real person, who can relate to the community.
  • Not just a Marketing Role . This is not just a PR or marketing role, this role actually extends to: Customer Support and Product Marketing and Engineering
  • Knows when to get out of the way . Sometimes this role is to connect the right people in the company (who know more about the product details) with the right customers. Also this role will connect prospects with customers, in a new form of customer references .
  • Pushes the Membrane . Robert Scoble told me about this in 2005, he pushed the corporate membrane at Microsoft, which is a pliable movable invisible wall. Once he felt he pushed it, and was just about to poke through, he would back off. If Corporate Communications and Management gets uncomfortable with the community manager, then you re doing the job right.

29. Wat zegt Jeremiah Owyang? (3)1. A Community Advocate As a community advocate, the community managers primary role is to represent the customer. This includes listening, which results in monitoring, and being active in understanding what customers are saying in both the corporate community as well as external websites. Secondly, they engage customers by responding to their requests and needs or just conversations, both in private and in public. 2. Brand Evangelist In this evangelistic role (it goes both ways) the community manager will promote events, products and upgrades to customers by using traditional marketing tactics and conversational discussions. As proven as a trusted member of the community (tenet 1) the individual has a higher degree of trust and will offer good products. 3. Savvy Communication Skills, Shapes Editorial This tenet, which is both editorial planning and mediation serves the individual well. The community manager should first be very familiar with the tools of communication, from forums, to blogs, to podcasts, to twitter, and then understand the language and jargon that is used in the community. This individual is also responsible for mediating disputes within the community, and will lean on advocates, and embrace detractors and sometimes removing them completely. Importantly, the role is responsible for the editorial strategy and planning within the community, and will work with many internal stakeholders to identify content, plan, publish, and follow up. 4. Gathers CommunityInput for Future Product and Services Perhaps the most strategic of all tenets, community managers are responsible for gathering the requirements of the community in a responsible way and presenting it to product teams. This may involve formal product requirements methods from surveys to focus groups, to facilitating the relationships between product teams and customers. The opportunity to build better products and services through this real-time live focus group are ripe, in many cases, customer communities have been waiting for a chance to give feedback. 30. Stel jezelf als beginnend community managerDRIE VRAGENVraag 1: Wie is mijn doelgroep? 31. Vraag 2: Welk medium kies je? 32. Vraag 3:Hoe sociaalben je? 33. 4. Wie is de community manager? 34. Nieuw beroep 35. Wat doet de community manager?

  • Faciliteren , beheren en modereren van een bedrijfscommunity.
  • Monitoring , oftewel in de gaten houden wat er op internet over het eigen bedrijf wordt gezegd.
  • Webcare : klachten signaleren en daar op basis van een intern protocol op reageren om klachten op te lossen, informatie te verstrekken of aan damage control te doen.
  • Strategie bepalen/uitrollen(afhankelijk van rol binnen de organisatie)

36. Wat doet de community manager? 37. Wie? 38. Infographic CM 39. 2. Inleiding schrijven voor het web 40. Infographic CM 41. 5. Faciliteren, beheren, modereren 42. Niet te commercieel 43. Frankwatching 44. Juridisch aansprakelijk? De beheerder van een online discussieplatform is verantwoordelijk voor geplaatste meningen van deelnemers. Zijn die in strijd met de wet, dan moet de site-eigenaar ze weghalen.ICT-jurist Arnoud Engelfriet: Als een moderator actief meepraat, maakt dat hem extra verantwoordelijk. De rechter denkt dan dat de moderator controle heeft over de discussie. Zodoende creer je door in te grijpen bij problemen juist zelf een juridisch probleem. 45. Niet te commercieel 46. 6. Monitoren 47. TweetDeck 48. 7. Webcare 49. Leestip van Sara Linders 50. Belangrijk kanaal: Twitter lalala 51. Niet te commercieel 52. Leef mee met de lezer 53. Zorg voor afwisseling 54. Leef mee met de lezer! 55. We willen dat iedereen die op Twitter iets tegen ons zegt snel antwoord krijgt, liefstbinnen een uur . Ons primaire doel is om via Twitter antwoord te geven op deklantvraag . En klant helpen dus. Maar we helpen ook de meelezers . Mensen die ons niet zelf benaderen, maar die hun eigen problemen oplossen met de antwoorden die we aan andere twitteraars geven. Klantenservice op Twitter 56. Do s en don ts

  • Begrijpelijke taal en eenduidigheid
  • Reageer binnen een uur en kom snel to-the-point
  • Weet goed wat wel en wat niet via Twitter kan
  • Let op privacy, besef dat anderen meelezen
  • Meelezers worden ook geholpen met jouw tweets
  • Bij goed presteren: imagoverbetering
  • Bij slecht presteren: imagoschade

57. T-Mobile op Twitter 58. Oeps! lala 59. Enne Youp!lala 60. What s next?

  • Twitter is natuurlijk woord n beeld
  • Gebruiken jullie beeld? En hoe dan?
  • Linken naar instructie-videos
  • Detailfotos of handleidings-visuals meesturen
  • Facebook en Google+ zijn visueler ingesteld
  • Wordt dat de nieuwe norm?
  • (Groeps)chat in Google+ Hangouts of Huddles
  • Klinkt dat als JULLIE toekomst?

61. 8. Kennis van techniek 62. SEO (1) 63. SEO (2) 64. SEO (3) 65. Chart lala 66. Schrijf WEL/NIET voor zoekmachines!

  • WEL : je gebruikt de trendy woorden, buzzwords
  • Wel: je schrijf