Agent of Connections

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Agent of Connections: The Online Community Manager

© 2013 National University of Singapore. All Rights Reserved. 1

Chia Han-Leon · Lecturer, Enterprise Social Business, ISS · @leonchia

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Why is social media management like a weight management program?

© 2013 National University of Singapore. All Rights Reserved.

Image courtesy of Relaxingmusic (Flickr). Used under Creative Commons License.

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Because all the advice you’ve already heard, and you already know – actually works.


Image courtesy of just4you (sxc.hu)

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Bonus Talk! Weight Management Tips


Eat multiple small meals.

Don’t eat before you go to sleep.

Cut the carbohydrates.

Miniature food by SouZouCreations (etsy.com/shop/SouZouCreations) 4

Slide of 39 © 2013 National University of Singapore. All Rights Reserved.

Get enough rest and sleep.

Bonus Talk! Weight Management Tips

Sugar is bad.

Exercise regularly.

Avoid Fast (Processed)Food

Images courtesy of michiru (sleeping kitty), and pixaio (pink donut) via sxc.hu.

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So, if we all know what to do, why do

so many still struggle with weight issues?


… or social media implementation?

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Let’s say you are in charge of social media in your company. You are the Social Media Manager.


You already know why it isn’t that simple:

Knowing is not doing.

Image courtesy of mkhmarketing (Flickr). Used under Creative Commons License.

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Specifically, just doing one or a few aspects correctly does not mean the whole picture works.

Social media requires orchestration.

Image courtesy of greyweed (Flickr). Used under Creative Commons License.

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Health & fitness is pretty fashionable, so is social media.


But you can’t fake it by not doing it yourself. 9

Presenter

Presentation Notes

If you practice social media on an online community, the community expects that you practise social media yourself.

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Like a social media manager, a trainer is implicitly effective if he is seen as fit and strong himself.


Image courtesy of eaexcutives (Flickr). Used under Creative Commons License.

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Presenter

Presentation Notes

That’s where the aspect of online community management, or engagement, comes in.

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It takes a dedicated community manager to coordinate and drive success in an online community.


Like a trainer who knows how to balance “pain and gain” for effective weight loss.

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Two Aspects. What’s the difference?


Channel

Online Community Manager

Social Media Manager

People

-specific

Channel-agnostic

Bring in new fans

Engage existing fans

Conversion Convers ion at

…etc.

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Slide of 39 © 2013 National University of Singapore. All Rights Reserved. 13

From AOL Social Media Salon (Internet Week New York, May 2013)







Presenter

Presentation Notes

Point of contention?






Image Source: Facebook fleece pillow by TheGeekyGiraffe (etsy)

Connecting Both a fitness trainer and an online community manager are more effective when they understand the life and lifestyle of their clients.

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Presenter

Presentation Notes

One thing that’s also important about the work of a weight management expert, such as a gym trainer – is knowing the life and lifestyle of his client. Like a social media marketing, he becomes more effective in achieving his goals, if he knows of the lifestyle, habits, stories, pains and gains of his “community”. And can connect them into a coherent whole. You cannot just be focused on making a profit or sale. (Would go so far as to say the better you know your client, the better you can succeed, the better your sales).

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Individual lifestyle results in unique, individual factors.

Successful Diet = Rules × Context


Image courtesy of cienpies (via sxc.hu) ©cienpies.net

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Presenter

Presentation Notes

In order to be successful in a diet, one has to follow most if not all the classic rules. And still be prepared to be flexible. (That’s where knowing the details of a person’s life matters) Same with SM. It is the CM who plays such a role, juggling best practices of engagement while getting to know the community.


Successful Social Media = Best Practices × Context

Different communities require different treatment.

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Additionally, the people around you have a powerful influence on your success (or failure).


Image courtesy of Tiberiu Ana (Flickr). Used under Creative Commons License.

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The same with social media. Your job is tougher if the people

around you don’t practice it.


Image courtesy of ilco (sxc.hu)

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The social media manager soon realizes that “community” also

includes the internal community.



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Because life is harder if other departments, colleagues don’t get social media.



You also have to sell and cultivate online strategy internally.

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You have to champion the benefits of social media inside the organisation.


Image courtesy of ilco (sxc.hu), with modifications

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Not just this social media…


But also social media in a broader sense that includes collaboration tools.

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So this talk really isn’t just about the “usual” social media.


It’s about the dual role of social media: both outside and inside an organisation.

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It’s been some years since Singapore adopted social media. We’re not new to it.

But we haven’t looked much into social media on the inside.

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Presenter

Presentation Notes

Gaps that perhaps have caused us to remain some 2 or 3 years behind, say, the USA, in terms of implementation and culture of use.

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Why connect social media inside? Makes social media an

across-the-organisation platform.


social ORGANISATION

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Not just a tool for the marketing department.

Empowers your inner community with all the legendary benefits of social media.


KNOWLEDGE SHARING

REAL-TIME COLLABORATION

EMPLOYEE ENGAGEMENT

TALENT SPOTTING

INFORMATION CROWDSOURCING

SOCIAL FILTERING

LOWER COSTS

“INNOVATION”

LESS EMAIL(!)

THOUGHT LEADERSHIP

EMPLOYEE RETENTION

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Internal collaboration tools are arguably one of the open secrets to solving Singapore’s productivity issues.


Source: Channelnewsasia.com, 30 May 2013 32

30 May 2013


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Who might be able to help you with this?


Your (Online) Community Manager

Presenter

Presentation Notes

The person who can help materialize all these benefits inside your business may already exist in your company. She is the one who has the capacity to connect every customer with every employee.


Social Media

Community

Internal / Employee Community

Benefits

Benefits

Community Managers

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Presenter

Presentation Notes

(However, don’t overload the social media manager – she’s probably already overworked. Apply more resources to look into internal engagement).

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Social Media isn’t new, but it’s time to bring its practice inwards.


Image courtesy of Joe Kulangara (Flickr). Used under Creative Commons License.

Presenter

Presentation Notes

An organization that practices social media internally can better implement social media marketing as well as increase internal productivity.

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“I hear and I forget. I see and I remember.

I do and I understand.”

- Xunzi, Confucian philosopher


Thank You.

Presenter

Presentation Notes

Every social media practitioner knows this when it comes to using social media to engage customers. Turn it around today and practice social media internally. The more you practice it internally, the better you will understand it, the sooner you will reap its benefits

Date post:	10-May-2015
Category:	Technology
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Agent of Connections

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