Community Community ManagementManagement

BlueprintBlueprint

Wrap-up of discussions from Wrap-up of discussions from Community SUMMIT 2010Community SUMMIT 2010

for a session at CommunityCampBerlin for a session at CommunityCampBerlin 20102010

Björn Negelmann / N:SightBjörn Negelmann / N:Sight

Community & Marketing 2.0 SUMMIT Community & Marketing 2.0 SUMMIT 20102010

Evangelisch.de Monster.de Greenaction.de Motor-Talk.de GuteFrage.Net Bookrix Wer-Weiss-Was.de VZ-Netwerke OS-Community.de Qype.de Lokalisten.de

Blaise Grimes-Viort Rebecca Newton BVCM (German Community

Management Association)

Meta Model for Structuring the Meta Model for Structuring the Output: „Community Management Output: „Community Management Triad“Triad“

Processes

Design Organization

Interaction

Engagement

Moderation Governance

Org. Constitution

Monetarisation

Technology

Role

Org. ProcessesBuilding

Discussions on Community Design Discussions on Community Design (I)(I)► Engagement ApproachEngagement Approach

Key usage scenario on top of „friend-ing“Key usage scenario on top of „friend-ing“ Need for inbuilt activation elements Need for inbuilt activation elements Importance for active community managementImportance for active community management

(online/offline)(online/offline)

► Interaction ApproachInteraction Approach Activity stream as new core element!Activity stream as new core element! Consideration of community lifecycle: Consideration of community lifecycle:

homogenous at start – heterogenous by growth homogenous at start – heterogenous by growth – partially homogenous to proceed (Reed‘s Law)– partially homogenous to proceed (Reed‘s Law)

Flat information architectureFlat information architecture

Discussions on Community Design Discussions on Community Design (II)(II)► MonetarisationMonetarisation

Different channels of revenue instead of one revenueDifferent channels of revenue instead of one revenue Freemium provides the core value of the communityFreemium provides the core value of the community Use of inbuilt viral features for promotion (less costs)Use of inbuilt viral features for promotion (less costs)

► TechnologyTechnology Depends on the core idea of the communityDepends on the core idea of the community User-centric feature development as engagement User-centric feature development as engagement

approachapproach Lightweighted & AdaptiveLightweighted & Adaptive Efficiency: Importance of filtering and moderation Efficiency: Importance of filtering and moderation

support (Filter, Monitoring, Data Mining, Parent support (Filter, Monitoring, Data Mining, Parent Permission/Law Enforcement)Permission/Law Enforcement)

Discussions on CM processes (I)Discussions on CM processes (I)

► Community Building ApproachCommunity Building Approach Make use of existing offline communitiesMake use of existing offline communities Make use of topic peers resp. become a peerMake use of topic peers resp. become a peer

(with an existing online fan group!)(with an existing online fan group!) Start with your personal network (alpha/beta)Start with your personal network (alpha/beta)

► ModerationModeration Be actively a role model!Be actively a role model! Communicate and act on par with your user.Communicate and act on par with your user. Behave transparent and consistentBehave transparent and consistent Consistent behavior for whole team Consistent behavior for whole team

(internal/external)(internal/external)

Discussions on CM processes (II)Discussions on CM processes (II)

► Conflict resolutionConflict resolution Assuming: transparent & consistent behaviorAssuming: transparent & consistent behavior Do not hesitate to execute your householder‘s rightsDo not hesitate to execute your householder‘s rights Definition of escalation steps (conflict or issues like Definition of escalation steps (conflict or issues like

suicide announcement)suicide announcement)► GovernanceGovernance

Importances of defined community rules & netiquetteImportances of defined community rules & netiquette Show active „presence“for conflict prevention!Show active „presence“for conflict prevention! A community manager is not a psychologist! But he/she A community manager is not a psychologist! But he/she

must take responsibility for „proteges“!must take responsibility for „proteges“! Death of a member: Importance of community profile as Death of a member: Importance of community profile as

memorial pagememorial page Controlling and resulting actions along the community Controlling and resulting actions along the community

lifecycle as success factor (Building: quantitative lifecycle as success factor (Building: quantitative measures; Maturity: qualitative measures)measures; Maturity: qualitative measures)

Discussions on CM organizationDiscussions on CM organization

► Role of community managerRole of community manager Micro level: process manager, not sales person Micro level: process manager, not sales person

(champion) nor guru (catalyst)!(champion) nor guru (catalyst)! Macro level: Cross-functional position & opinion broker Macro level: Cross-functional position & opinion broker

(in both directions internally/externally)(in both directions internally/externally)

► Organizational „Constitution“Organizational „Constitution“ Start always with internal moderators; with growth: Start always with internal moderators; with growth:

fragmentation of community moderationfragmentation of community moderation Introduce meta moderation: active management of Introduce meta moderation: active management of

moderators for conistent behaviormoderators for conistent behavior

► Organizational „Principles“Organizational „Principles“ Pre-defined rules & escalation stepsPre-defined rules & escalation steps Form and contents are depending on communityForm and contents are depending on community

Future Trends 2011?Future Trends 2011?

► Evolution of triad idea?Evolution of triad idea?Design – Processes – Organization Design – Processes – Organization

► New Community trends?New Community trends?Concepts, state-of-art in set of Concepts, state-of-art in set of features, technology conceptfeatures, technology concept

► Other? Tell me – I am curious. Other? Tell me – I am curious. @bn_at_twitter@bn_at_twitter

Community & Marketing 2.0 SUMMIT Community & Marketing 2.0 SUMMIT 20112011

► Open Call-For-Participation:Open Call-For-Participation:http://community-summit.de/programm/callforparticipationhttp://community-summit.de/programm/callforparticipation

► What we are looking for?What we are looking for? Talks about community practicesTalks about community practices Experiences regarding the community triadExperiences regarding the community triad Experiences regarding the technology conceptsExperiences regarding the technology concepts

(infrastructure and/or supporting systems as (infrastructure and/or supporting systems as Crisp NetModerator etc)Crisp NetModerator etc)

► Contacts:Contacts: Björn Negelmann, @bn_at_twitter, bn@n-Björn Negelmann, @bn_at_twitter, bn@n-

sight.desight.de

13.-15.09.2011