social media management @ social media class epfl
TRANSCRIPT
Social Media and Community Management
@ y an _ l u on gS oc i a l M e d i a M an ag e r EP FL1 7 / 0 5 / 2 0 1 3
2Présentation EPFL-Public | 01.01.2013
Who am I (professionally)?
What my boss think I do
What the users think I do What I really do
What society thinks I do
What my friends think I do
What my mom thinks I do
« Markets are conversations »
Doc Searls and David Weinberger, The Cluetrain Manifesto
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Social media
A major sociological trendEvery individual is a potential media outletNew mediatic power has emergedOrganizations become content creators
Membres de l’organisation
Organisation Médias de masse
New
s
Evènements, sites web, publicité
Relations média, évènements, …Médias
trad
Médias sociaux
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Paid, Owned and Earned
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What organizations do
• Social Media Monitoring• Contextual and predictive offers and ads• Community Management, Value Co-Creation• Crowd-everything
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Social Media Monitoring
• Conversation Volume Measure (on a given subject, theme, organization, person, …)
• Identification of the conversation location • Identification of influence sources• Competitive intelligence• Trend identification• Feedback• Crisis management support• E-reputation management
Monitoring
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The tools
Semantic
QualitativeQuantitative
Objectives
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Social Media Monitoring
Direct access to the online
conversations
Online articles or conversations per
media type (Mainstream News,
Blogs, Twitter, Facebook, …), region, language, in real time
Monitoring
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Social Media Monitoring
Crisis Management
Before the crisis• Know your
communitites • Detect• Internal Organization
During the crisis • Listen• Evaluate• Act
After the crisis• Listen• Evaluate
Monitoring
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E-reputation management
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Ads
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Facebook Connect
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Cinemur.fr
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Cinemur.fr
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Amazon.com
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Connect vs. collaborate
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Social Media are Tools
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Inform
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Include the listener in the round table
#enld
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Entertain
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Co-create
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Innovate
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Crowdsource
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Crowdsell
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Crowdrent
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Crowdfund
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Private Social Networks
Thanks!
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