Dynamique participative : le jeu de l'ego L'ego reste un levier incontournable si l'on veut asseoir une dynamique participative à un site communautaire. Le premier niveau de valorisation de l'ego c'est de laisser une liberté totale. Pas de freins, pas de contrôles. Ce qu'a fait CNN avec son site Ireport.com dont la baseline est claire : "unedited. Unfiltered. News". Le deuxième niveau c'est donc de valoriser toute proposition "libre" en lui permettant de se trouver relayée sur un site d'audience plus importante, ou plus qualitative. Le troisième niveau de valorisation, c'est de permettre aux contributeurs de s'élever dans la hiérarchie des décideurs (la spirale de l'ego).
Rethinking the Cease and Desist: Don’t Threaten Fan Communities and Groups, License Your Brand to Them I want to expand on something that we discussed on the August 8 episode of the SitePoint Podcast, about the cease and desist and how it negatively impacts brands when used poorly, especially against fans. Strong fan communities are gold to the companies, individuals, products and things that they are a fan of. You just can’t buy this sort of promotion and marketing. In some form or another, they love you and/or they want to love you.They spread the word about you.They give you their money, by buying whatever it is that you do.They talk about you regularly, even in your moments of downtime.They don’t cost you any money! It’s organic and wonderful. But, Then You Blow It Yet, I see some companies totally mess it up by freaking out about the use of trademarks on the site or in domain names. What happens then? I’ve been on the receiving end of a handful of cease and desist letters before and it makes me wonder if any actual thought was put into them. The Solution: License Your Brand
Les 4 règles de base du Community Management Fidéliser les internautes, recruter de nouveaux prospects, augmenter l’engagement avec la marque… Le web 2.0 est le nouvel eldorado marketing. Mais avant de se précipiter sur les outils, il y a quelques étapes préalables… 1- Définir une stratégie La tentation est grande de se ruer sur les fonctions sociales de WordPress, Drupal ou Joomla. Quel est l’objectif prioritaire de cette communauté ? - S’agit-il de créer de la notoriété pour lancer un produit, une marque ? Méfiez-vous de la réponse d’évitement : “les trois mon capitaine”. De cette réponse dépendra la mise en place de dispositifs différents, de moyens plus ou moins concentrés dans le temps, d’une politique éditoriale et communautaire spécifique. Un site de e-commerce ayant choisi de développer une stratégie de marque sur le long terme n’aura pas la même approche communautaire qu’un site préférant une action promotionnelle sur un laps de temps réduit. Facebook Adidas 2- Définir une charte communautaire - Quel mode d’inscription ?
Your Social Media Success Toolkit: 10 Must-Have Resources “A determined soul will do more with a rusty monkey wrench than a loafer will accomplish with all the tools in a machine shop.” ~Robert Hughes Hughes is right on the money. Sometimes I feel like we rely too heavily on tools and technologies to do the work for us, when the real truth about social media is that it’s not a media. It’s a human relationship. Like love, it takes time, passion, consistency and effort. In our quest to provide the very best service to our clients, our agency has spent countless hours trying and testing every conceivable social media tool and technology. 1. Hootsuite is at the top of the social engagement dashboards. 2. The current gold standard for measuring online influence. 3. Remember: followers don’t matter as much as “reach,” which takes into account how engaged and influential your followers are. 4. 5. I cannot say enough good things about this tool. 6. It’s hard to believe that these analytics are free. 7. 8. 9. 10. Same applies to social media.
Digital Embassies: A Blueprint For Community Engagement Upon first arriving at Edelman, I noticed that our language was a bit different when talking about community aspects of social media. Instead of saying "Facebook this and Twitter that" we often refer to the properties organizations manage online as "embassies". While we work with clients closely in both consultative, strategic and tactical ways, it seemed like the right time to take a step back and focus on what's really important. Social Engagement Let's begin here. The original digital revolution resulted in a massive deluge of owned digital properties released on the Web. Digital Embassies, Ambassadors & Envoys Philosophically, organizations need to shift their attitudes about how they communicate and engage with stakeholders and view digital properties as not only owned, but managed. Community Engagement 5 Steps Toward Community Engagement There are five core or essential steps needed to effectively engage communities. 1. 2. 3. 4. 5. The philosophical answer is everywhere. Conclusions
Community building: Getting members active and addicted | Community Building This is the tenth article in what I hope will be an indefinite series about the processes involved in developing a new online community from scratch. I am currently developing a new online community and am detailing its development on this blog. Community building: The real challenge Many community builders will tell you that getting visitors to register and become members is the easy part. Registering is should be easy. Keep the community visible Don’t hide your community. Make registration links prominent Don’t go overboard, but don’t hide your registration form. Make registration easy Some community builders argue that you should try to collect as much information as possible from users when they register. My registration page asks for a username, password and email address. Keep an eye on the activation process Sometimes, people won’t respond to the activation emails or they won’t even receive them. Invite new members to get involved Don’t bombard new members with messages. Get involved.
Online communities: identifying patterns of behaviour @alisonmichalk | Quiip Social networks deserve credit for introducing mainstream audiences to niche online communities. In many ways niche communities have come of age and are enjoying wider acceptance; and brands want in! Whilst SNs like Facebook share some traits with their niche counterparts, online communities – particularly forums – are a much more complex beast. It seems these days that brands need little convincing to take on social media, but they often aren’t prepared for deep engagement and the challenges that come with it. Community Managers will be relied upon to identify anomalies in user behaviour. Coordinated relationship retaliation Members form online friendships overtime and this may result in members ‘ganging up’ on others and co-ordinating personal attacks. Inconsistencies in user behaviour Sometimes users’ stories (dates, relationships etc) just don’t add up – especially as they play out over time. Sock puppets Astroturfing Online trolling & flaming Internet memes Language in online communities
Nurun - Ifop : Influence des médias sur les décisions d'achats 8 Tips To Maximize Your Brand’s YouTube Presence Michael “MJ” Jaindl is chief client officer at Buddy Media, maker of the social-enterprise software of choice for eight of the top ten advertisers in the world. Visit Buddy Media’s blog for more on social marketing. Creating an account on YouTube is simple, and building a channel for your brand is quick and easy. But at a time when most brand managers know the potential of this video-hosting medium, it’s not enough to simply have a presence. A brand must stand out to viewers by turning its channel into a destination. Otherwise, it runs the risk of getting lost among the more than 3 billion videos already viewed on YouTube each day. SEE ALSO: 6 Best Practices For Small Business YouTube Marketing This is why brands need a YouTube game plan that covers all aspects of the brand channel, including aesthetic, video content, and comment moderation. 1. Using an activity calendar like the one shown above, you can remind your social networks about the type of content you're publishing. 2. 3. 4. 5.
A lire : Community management : stratégie et bonnes pratiques pour interagir avec vos communautés Un nouveau livre à lire sur le community management. Co-écrit par Catherine Ertzscheid, Benoît Faverial et Sylvain Guéguen, ce livre vous propose un guide pratique accompagné d’interviews, de concepts expliqués et de cas pratiques… Présentation : Community management : stratégie et bonnes pratiques pour interagir avec vos communautés Quel que soit votre secteur d’activité, développer une communauté en ligne ne suffit pas, il faut déterminer des objectifs, élaborer la stratégie adéquate et respecter un certain nombre d’usages. La communication et le marketing sont en pleine mutation, et vos communautés peuvent devenir les meilleures ambassadrices de votre organisation si vous apprenez à converser avec elles, à développer votre capital confiance et à communiquer au mieux vos informations. Vous pouvez commander le livre sur Amazon en cliquant ici. Gagnez votre exemplaire… Je vous propose de gagner un exemplaire du livre Community management.
How to Kill A Community in 10 Easy Steps There has been a lot of buzz lately about the how many empty or failed online communities litter the web. As with any hype-cycle, people run out to get or make the latest thing - in this case a social network or community - and often don't think through what having one will be like. It's kind of like getting a puppy - exciting at first, but hard work thereafter! So, the question at hand is how to keep your community alive and thriving? Or, on the flip side, here are the top 10 ways to (inadvertently) to kill an online community: 1) Launch your community without a beta group. 2) Throw feature-spaghetti at the wall and hope something sticks.Add as many new and cool features to your (business) community and clutter it with bells and whistles. 3) Don't "feed" your community once it is open. 5) Assume size is THE critical differentiator. 6) Try to monitize the community at every opportunity.People like to be badgered with micro-payments and teasers when they are in a community setting.