20130207 cross media management luc galoppin

Social Architecture Community Development

Platform Bingo

Luc Galoppin 7 februari 2013 - Antwerpen

PART 1

Social Architecture

Social Media is the first tool for group communication since the table

(Clay Shirky)!

p.

“There is nothing (and I emphasize NOTHING) that can prove yourself and

your team to the tribe more than fighting alongside them. That is the ultimate testament of your team as warriors and your commitment to the

tribe."!Source: http://rohrabacher.house.gov/sites/rohrabacher.house.gov/files/documents/one_tribe_at_a_time.pdf

PART 2

Community Development

Electric communication will never be a substitute for the face of someone who with their soul encourages another person to be brave and true. !

(Charles Dickens)!

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

Source: Richard Millington – feverbee.com (book: Buzzing Communities: How To Build Bigger, Better, And More Active Communities

1.   Strategy. Collect data, establish the ongoing strategy for the community, and develop an action plan for the community.

2.   Growth. Increase membership of the community. 3.   Moderation. Removing obstacles to participation and

encouraging contributions. 4.   Events & activities. Facilitating events & activities to keep

members engaged. 5.   Relationship & influence. Building relationships with key

members and gaining influence within the community. 6.   Content. Creating and editing content for the community. 7.   Business Integration. Advocating internally within the

organization and integrating business processes with community efforts.

8.   User experience. Improving the community platform and community participation for members.

Strategy =

3 Questions +

5 Steps

N°1 : “What’s our mission?”!

 Hint: Keep it simple!

 example: “Customer Happiness”!

N°2 : “Who is our ambassador?”!

  Hint: an mabassador is not an advertiser!

  example: GE’s “Healthy Imagination”!

  example: Five Guys’ aardappelen!

http

://w

ww

.fas

tcom

pany

.com

/blo

g/ro

bert

-fab

rica

nt/d

esig

n-4-

impa

ct/i

nnov

atio

n-cr

ossr

oads

N°3 : What kind of platform?!

“Meet the ladies” … “Thank the ladies”!

Step 1: Presence!•  What you will be doing: you are present on different

social media platforms;!

•  What will happen: you are receiving different signals from different channels;!

•  The challenge: interpretation. How on earth are you going to make sense of what’s on your dashboard?!

Step 2: conversation!•  What you will be doing: you are having conversations with ease;!

•  What will happen: it seems like the everyone is angry at you. Conversation seems to attract disgruntled followers in the first place;!

•  The challenge: promises. You will be making the difference with the way you respond to unhappy followers / customers. Of course this will require making commitments, so the next challenge you are looking at is involving your team into the commitments you are making.!

Step 3: Co-creation!

•  What you will be doing: this is the stage where you are involving the community in the creation of your projects, be it a video, a research, a puzzle to solve,…;!

•  What will happen: you are experiencing unexpected creativity from an angle that you never thought of before;!

•  The challenge: momentum. How will you make sure that the level of engagement does not deflate?!

Step 4: Collaboration!•  What you will be doing: this is when you have found a way to work

together with communities in the long run, i.e.: across multiple initiatives. Their engagement is high and they have a sense of belonging;!

•  What will happen: you will soon discover that you can’t manage it all. You will need to delegate and get out of the way;!

•  The challenge: organization. The big question you have at this point is ‘how do we keep it organized and goal-oriented?!

Step 5: Integration!•  What you will be doing: awesomeness. You are now connecting social media

platforms to your back-office systems since they are more up-to-date, create less double entry and provide more accuracy (no kidding – I am not smoking pot – for example: look at the accuracy of LinkedIn versus your Applicant Tracking System – it’s a losing battle)!

•  What will happen: a better and more effective use of data that has always been there (you will find yourself saying ‘Duh’!);!

•  The challenge: systems integration and privacy. Segregation Of Duties, SOX, FDA and all other nightmares. No worries – this is the fifth level. You will have supernatural power by the time you get here.!

PART 3

Platform Bingo

Life is like Twitter: !

short sentences drawn from long

experience.!

(Paulo Coelho)!

@lucgaloppin Luc Galoppin

updates connections

inbox

General Structure of LinkedIn (simplified)

•  Basic Information •  Summary •  Experience (positions) •  Sections •  Applications •  Recommendations •  Additional information

•  Links •  Groups

•  Personal information •  Contact information

PROFILE

sharing

GRO

UPS

COM

PANIES

discussions

promotions

jobs

OTH

ER

overview

careers

products

news updates

more

events

apps

•  Profile

What

•  Page

•  Group Upd

ates

, lik

es,

shar

ing messages

applications

documents

•  Persons

•  Fans

•  Members

Role Object

General Structure of Facebook (simplified)

Ideas Mashups

Posting Reading

Automating

Twitter website

(mobile) applications

user lists

tweets

followers

following

Ecosystem / culture

messages

API

hashtags trends recommendations

General Structure of Twitter (simplified)

Source: Wired.com (What Your Klout Score Really Means - http://www.wired.com/business/2012/04/ff_klout/ )