Urban Mobility « on line «  Community

Study, create, populate, animateAn alternative approach of marketing intelligence

gathering intended for co-creation

Your Question : Urban Mobility trends

and Brand opportunities

Identify possible scenarios through information gathering and linking

by collecting consumers attitude through WOM analysis of the web

Our answer : the “urbanmob”

community

Study, create, populate and animate a socialmedia on line community

The “urbanmob” communityA step by step answer

• The process• The timeline• The delivery of the project• The sound philosophy to community

building• The team and project management• The budget• Appendices

1The Process

Bird’s eye view of the process

• Study

• Context analysis

• Existing web site and contributors on the subject

• Create

• Web site

• Register different web services

• Populate

• Invitation strategy

• Suscitate interventions

• Tease animations

• Animate

• Events for the community

• Obtaining contribution

Study“knowing what already

exists”• Study

• Michelin’s context and requirements

• Internal sources and external sources

• Michelin’s human input

• Existing Web content

• Web sites and blogs

• Personalities

• Outside World

• Schools and institutes

• Prominent individuals

Identifying the « natural »

input and reqs

Finding the existing

resources

Completing the overview

Create“building the community

cloud” Invest our

“tag” through many

socialmedia

UrbanMob Cloudthe hearth

Centralizing the information of our tag

• Why ?

• “ Blog starts discussion, still ! “

• Have a central information hub : relay interesting content and create original content

• How ?

• Create a Wordpress wikiblog allowing

• Multiple authors

• Bilingual (french + english) posts

• Page structure organizing interesting ressource on Urban Mobility

UrbanMob Cloudthe link to pros

• Why ?

• Link to the professional community

• Relay infos, invite to blogging

• How ?

• Creating a user and a LinkedIn group

• Automatic relay of Facebook infos + specifics

Create the professional UrbanMob community

UrbanMob Cloudreaching to the greater

community

Global media will help reach concerned individuals

• Why ?

• Unavoidable : more than 350 millions registered users

• Many existing communities to reach to

• How ?

• User creation : personalize the community manager

• Fan page : basis of the facebook “marketing” network creation

UrbanMob Cloudtagging the resource

Tagging creates content and ressource

• Why ?

• Information on the web is larger than what we can talk about

• Linking the existing web pages is the basis of a natural SEO (search engine optimizations)

• How ?

• Creating an account

• Build a RSS read list for the community manager

• Identify and tag interesting and pertinent subjects

UrbanMob Cloudfollow user mobility real time

Actual Real time mobility illustration

• Why ?

• Foursquare is the most popular mobile web location service

• Available on iPhone, Blackberries and others

• Perfect illustration of “how” peoples are mobile in the city

• How ?

• Create “concerned” group

• Promote and debrief usage

UrbanMob Cloudshout, not whisper

Monitoring the web and inhabit existing social bases

• Why ?

• Multimedia amplification empowers the reach to

• Concerned individuals

• Similar communities

• How ?

• Relay pertinent content identified on the web

• Stimulate production of content from the community (events / contests)

UrbanMob Cloudmaking the cloud live

A living community is a living tag

• Why ?

• Ride the “real-time” web wave

• Accompany the “less-words” more “interaction” trend

• How ?

• Nurture the #urbanmob tag

• Identify interesting individuals, create twitter lists and promote them

Create“building the community

cloud”

But How to build the cloud ?How to recruit the community ?How to keep it alive ?How to steer it ?

Populate“managing the community”

• Why ?

• In its infancy, a community HAS to be managed

• Invite, promote, explain the role and objective of the community

• In its youth, a community HAS to be managed

• Publishing content

• Gardening / restructuring the informations

• In its maturity, a community HAS to be maintained

• Keeping the interest and the focus on what is produced

Self administration only possible with a critical mass !

Populate“managing the community”

• How ?

• The utmost important person : the community manager

• Bilingual

• Workload of, on average, 1 day / week throughout the 36 weeks of the project

• Main tasks

• Provide content to the different components of the “urbanmob” cloud

• Intervene wherever a similar discussion pre exists

• Invite possible member to the community

• Permanently asses community interest

Animation is key to success ; but events will spice up activity

Animation 1a story telling exercise

• When ?

• 04/10 to 06/10

• What is it ?

• “Urban Mobility 2025”

• Call for entry to the community to participate in a contest

• Stories, customer journey

• Media support [option]

• An tactical addword campaign to create buzz and traffic to the “urbanmob” wikiblog

Animation 2images and concept boards

• When ?

• 06/10 to 08/10

• What is it ?

• “Images of the new Urban Mobility”

• Call for entry to the community to participate in a contest

• Media support [option]

• A banner campaign to create deepen the bonding of the community

Animation 3videos & machinimas

• When ?

• 09/10 to 12/10

• What is it ?

• “dreaming my world”

• Call for entry to the community to participate in a contest

• Media support [option]

• A widget based viral event

2The Timeline

TimelineOverall

• Span of operation : from March 2010 to December 2010

• Event to accompany : European Mobility Week (Sept 16 to Sept 22)

TimelineDetails

• What

• Get up to grab with Michelin’s vision

• Enumerate and asses internal and external sources

• Define the different steps to build a cloud according to client’s expectations

• Propose and choose a design approach for the wikiblog

• Who

• Michelin project team

• NextIdea project team

Get the fineprint of the project

TimelineDetails

Have a fully operationnal cloud

• What

• Get up to grab with Michelin’s vision

• Enumerate and asses internal and external sources

• Define the different steps to build a cloud according to client’s expectations

• Propose and choose a design approach for the wikiblog

• Who

• Michelin project team

• NextIdea project team

TimelineDetails

Permanently interact and monitor the community

• What

• Recruit new community members

• Enable a continuous flow of information

• Identify prominent members

• Write and aggregate infos on the different part of the cloud

• Who

• Mainly the Community Manager

• In association with project leader and Michelin team

TimelineDetail

Spice up the natural interest with event animation

• What

• Specify, build and monitor the tech aspects of the 3 animations

• Enable their existence

• Monitor and debrief efficiency

• Who

• Mainly the Community Manager

• In association with project leader and Michelin team

3Delivering the project

Delivering

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4The sound philosophy to

community building

Community managementan important set of general

principles

Initiating well a community empowers it

5The team and the project management

Project team

Project teamthe know-hows !

• Robert V. : project leader

• 25 years experience in qual / quant research

• Expert in web 2.0 and web 3d communities

• X : webmaster

• Vb

• Y : community manager

Project managementmanaging and delivering

• Managing (/ monthly)

• Collaborative tasks lists created and updated by the project group

• Listing what has been done

• Defining tasks of the community manager for the month to come

• Delivering (/ trimester)• Quant analysis of the

• Community size

• Community production

• Qual analysis of the

• Dynamic list of themes

• Major insights emergence

A continuous process of management and results delivery

6The budget

Overall Budget

X = )( 2

aAppendices

Detailed Budget

Detailed Budget

Overall Budget

bAppendices

SocialMedia username availability

Username availabilityknowem.com

knowem.comexample : UrbanMob

knowem.comexample : UrbanMob

knowem.comexample : UrbanMob

• “knowem.com” provides username availability in many categories

• Blogging

• Bookmarking

• Business

• Community

• Design

• Entertainment

• Health

• Information

• Microblogging

• Music

• News

• Photo

• Tech

• Travel

• Video

cAppendices

Ping.fm + Amplify : demultiplicating your talks

Amplification serviceamplify.com

Alternate AmplificationPing.fm

dAppendices

European Mobility Week : an EU Commission sponsored event

European Mobility Week

Semaine Européenne de la Mobilité