Robin Hamman's keynote at VirComm13, London, UK Feb 7th 2013

1. A Potted History of
Community Management
Robin Hamman, Director, Edelman Digital
(cc)
Bush)ck:
h,p://www.flickr.com/
photos/bush)ck/7225994354/

2. 2

3. RESEARCH PLAN
• Insights & Intelligence • Social Business Planning
• Social Conversation Analysis • Organisational Design
• Influencer Identification • Policy & Governance
• Survey & Focus Groups • Technology & Workflow
ANALYSE
• Conversation Analysis TRANSFORM
• Social Media & Brand Monitoring
• Listening Programs • Strategy
OUR SERVICES
• Measurement Framework • Education & Certification
• Program Planning & Integration
CREATE & DEVELOP
COUNSEL ENGAGE • Design & Development
• Online Engagement Counsel • Community Management • Mobile/Tablet App Dev
• Issues Management • Online Influencer Engagement • Digital/Social Advertising
• Crisis Preparedness • Social Search Optimisation • Digital Creative Content
• Technical Development

4. THE DIGITAL ECOSYSTEM
Web, social, mobile, search—our philosophy is to look
at the bigger picture and how it all integrates.
Mobile
Properties Internal Properties (Intranets etc.)
CORPORATE
External Websites External Social Networks
social sharing
search engines
BRAND
WEBSITES MULTIBRAND
WEBSITES BRANDS
MULTIBRAND
BLOGGER
RICH MEDIA OUTREACH BLOGS
CORPORATE
WEBSITES PARTNERSHIPS
ADS
BANNER ADS
Owned + Paid +
Earned Earned

5. SOCIAL BUSINESS PLANNING
Our proprietary methodology is designed to help complex
organisations navigate social at scale.
ORG & GOVERNANCE STRATEGY
Organisational Design Vision
Governance & Control Business Objectives
Culture & Leadership PLATFORMS Roadmap
PEOPLE PROCESS
ECOSYSTEM MEASUREMENT
Audience
Key Performance Indicators
Engagement
Analytics & Methodology
Risk

6. GLOBAL SOCIAL ARCHITECTURE
GLOBAL MEETS LOCAL
Edelman Client
Global organisations need to Global Global
integrate social at scale both
regionally and globally.
Central
We call this “Glocal”—putting a Platform
social architecture in place that
allows a business or brand to Best Marketing
scale content and engagement Practices Assets
efforts, centralise and
coordinate calendars, and
standardise KPI’s, social
enterprise technologies etc. Local
Training Cascade Local
Markets
Modules Docs Markets

7. 2.5M
FANS
12MFANS
9M
FANS
LYNX SHELL PUMA
10M 250K
MOBILE APP
250K
FANS
FANS DOWNLOADS

8. (cc) Crazybarefootpoet:
The Electronic Frontier http://www.flickr.com/photos/15198978@N04/7974395358/

9. PRE-INTERNET OF THE 80’S
M1
ATD (attention, tone, dial) 6929348
CONNECT 1200
Login:
>Cybersoc
Password:
>******
Welcome to Koala Country!!!!!

10. THE INTERNET 1995

11. WALLED GARDENS: MID-90’S

12. EARLY DAYS AT THE BBC
Lizzie Jackson

14. COMMUNITY MANAGEMENT AS A
SPECIALITY
(cc)TerryGeorge: http://www.flickr.com/photos/30974608@N02/7804685482/

15. 1ST MULTI-DOMAIN MODERATION TOOL?

16. “TWITTER” IN 2001
/join #soho
/nick Cybersoc
/list
/me waves hello

17. BBC INVESTS HEAVILY IN COMMUNITY
Tayfun King - “iPresenter” BBCi Studio, Bush House, 2002 Jordan Launches BBCi Studio
· first purpose built live chat studio in the UK open to public interaction
· is one of very few buildings in the UK to have interactivity built into the architecture via
"thru glass" technology.
· will initially run up to 12 Live Chats and 12 Chatrooms each week
· 2.5 miles of video and audio cables, 250 inches of state of the art plasma screens
· encompasses the record breaking Live Chat team which recently logged 14,000 unique users for
a single event featuring Louis Theroux

18. “JOINING THE CONVERSATION”
18

19. OPENING THE FLOODGATES

20. (cc) Acrib (Original by Monocle)
http://www.flickr.com/photos/andrerib/3276544494/

21. BEING STRATEGIC
http://www.toprankblog.com/2012/08/optimize-b2b-content-across-the-sales-cycle/

22. DEMONSTRATING ROI
driving awareness employee engagement
increasing share of voice in search results
using insights to improve delivery
engaging partners
reducing costs deflecting customer care inquiries
enhancing loyalty
building trust
increasing sales conversations nurturing advocacy
managing risk increasing click throughs

23. EMERGING COMPETITION?

24. Robin Hamman
Director
Edelman Digital
robin.hamman@edelman.com http://www.edelman.co.uk
http://www.linkedin.com/in/
@Cybersoc
robinhamman
http://www.cybersoc.com ???