social media management @ social media class epfl

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

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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

30

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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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