Iae hpm community-management-part1-web

Myself
Simon Le Bayon
● Phd in Sociology
● IT project manager for 7 years
● Contacts
– slebayon@gmail.com
– http://slebayon.tk

/home/simon/Documents/IAE Savoie - CM/web/IAE-HPM_CommunityManagement-part1-web.odp 1

Program

● Day One part One
– Community Management – definitions
– Buzzword
● Day One part Two
– Sociology of communities
– Social Networks Systems / web plateforms


Program
● Day Two part Three
– An investigation method
– Practice : Identifying a community
● Day Three part Four
– Summarize and Discussion
– Evaluation


Evaluation
● Individual, by playing a role → present a
strategy
– 2 hours on the last lesson day

● By 2 or 3 : describe a community of your choice
– a written document of 5 pages
– Before the 18th December


Community Management

Part 1


Exercise

What do you think hope want we are
going to talk about in this lesson ?

1 on a sheet of paper : write your own
definition of Community Management in
less than 5 sentences
2 give it to me :o)


Exercise
On the Internet
by group of 2 or 3
choose a web platform (twitter, blogs, monster ...)
look for definitions of Community Management
sum it up in few sentences, words, ideas ...
You have 30 minutes


● Our starting definition :


The Community Rountable
● http://communityroundtable.com


One possible definition

● Community management is the discipline
of ensuring that communities are
productive.
● In this context, communities are collections
of individuals who are bound by needs or
interests rather than authority or hierarchy,
which is why a new approach to
management is needed.


An increased interest (1)
● If you ask 10 different people in the social
media/online community market to define
what a ‘community manager’ does, you will
be likely to get 6 different definitions.
● Community management is evolving and
changing as more organizations understand
how to use networked structures to execute
efficiently on business goals. This is healthy
and productive but also adds to the
confusion.


● Individuals that primarily manage an
organization’s Facebook and Twitter channels
as part of PR and general communications
think of themselves as community managers.
Individuals who only work inside an online
gaming environment think of themselves as
community managers. Individuals that manage
customer support forums think of themselves
as community managers.


● Knowledge managers who run communities of
practice inside of organizations think of
themselves as community managers.
Increasingly, various types of executives who
execute their responsibilities primarily through a
community approach think of themselves as
community managers.
● They are all right but their responsibilities may
not be that similar although all should share
some fundamental understanding about how
communities operate effectively.

Community Management in 2010
● Definition from french “blogosphere”
● CM = “communication on web 2.0 platforms”
– Be sure that a brand is present on social media
– Accumulate Facebook fans and Twitter followers ?
– No more Clients but community members
– Create the community → make a Facebook page
● Print communication rules applied to the web
– Broadcast, “speak” loudly, buzz, etc.


Community Management ?
● What is a community ?
● Is your grouping a community, a network, a
crowd, an audience ?
● can you monitor it, can you prove it ?
● Don't just speak, listen !
● Which tools & for what ?
– Sociotechnicals grouping


To sum up
● Many types of communities
– Clients, customers, knowledge workers, citizens ...
● Many contexts
– Inside or across company, on the web, in a city ...
● Many activities
– Talk, do, imagine, learn, play, buy ...


● A “tornado of meanings”


BuzzWord
● Since quite a few years “Community
Management” is a buzzword
● buzz is :
– a continuous noise,
– a confused murmur
– a feeling of energy (from coffee, alcohol …)
– ...


Buzz on the internet
● Something new that is highly viewed, consulted,
and talked about.
● Close to rumors, audience, news
● The buzz is a period of growing attention
monitored by opinion's tool
● A very short period → priming (cognitive
psychology) (Brain rules, John Medina, pear
press, 2008)


Virtual Or Real
● Web 2.0 provides tools to evaluate and feed the
buzz
– request, visitors, number of view, likes, followers,
etc
● Virtual
– is not versus the real,
– is not immaterial
● Virtual / digitalized means the capacity to
monitor, to view new types of interactions (and
calculate them)

Language of new media

The language of new media
Lev Manovich,
the MIT Press, 2001.


What is Web 2.0 [...] (O'Reilly, 2005)
1) The web as a platform
2) Harnessing Collective Intelligence
3) Data is the Next Intel inside
4) End of the software Release Cycle
5) Lightweight Programming Models
6) Software Above the Level of a single Device
7) Rich User Experiences
http://oreilly.com/pub/a/web2/archive/what-is-web-20.html?page=1


From


From
900

communautés
800
réseaux sociaux
blog
700 Web 2.0

600

500

400

300

200

100

0
2003 2004 2005 2006 2007 2008 2009


A succession of buzzwords


The myth of technologies succession

● In time there's been a high focus on objects
– Internet is not linear
● Objects & technologies that are not new haven't
vanished, they specialized
● Media only focuses on the “cuttingedge”


The myth of technologies succession

● Netbooks → “the end of the desktop computer”
● Ipad → “the end of netbooks”
● Twitter → “the end of the email”
● Facebook → “the end of Myspace”
● Myspace → “the end of Second Life”
● World of Warcraft → “the end of desktop games”
● ...


How the web is growing ?

web 3.0

internet
richmedia
web 2.0
web
web
OR wap

internet web 2.0 voip


“The web is dead...”

http://www.wired.com/magazine/2010/08/ff_webrip/all/1

An other Myth
● Do you know the Y Generation
● The digital natives ?


“Y generation” ?


Digital Natives : a myth

Olivier Ertzscheid,
http://affrodance.info

● Jones, Chris (2011). Students, the net
generation and digital natives:
accounting for educational change. In:
Thomas, Michael ed. Deconstructing
Digital Natives: Young People,
Technology, and the New Literacies.
Abingdon: Routledge.

http://oro.open.ac.uk/28575/


Summarize
● Qualify your information sources
● What was said is to describe or prophetical
● Technology imports change,
– but it's not the only source
● We can say “linked to” but not “causes”


Iae hpm community-management-part1-web

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