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UPDATED Dec 2010

For students interested in this course: Please fill in the following survey https://elomake.metropolia.fi/lomakkeet/3202/lomake.html

after you have reviewed course information from the 'Tools' button attachements.
Course Starts Depending on mnimum number of students: Thursday 20th of January @14:00-17:00
Location: Leiritie Myyrmäki
Room: A104

Below you can see the orignal Defining the learning path for a competent community manager.(Developed in 2010 but this year looking to make the course more project orientated rather than class orientated.)

What skills / knowledge does a Community Manager need?

  • Personality types & human behaviour (other people, what kind of a person am I ?)
  • Cultural differencies
  • Social media technologies - how they work, case studies, psychology of viral
  • Ethics
  • Project - running a community, creating conversations, dealing with troublemakers
  • commercialization, cenversational marketing,
  • Data gathering

Steps for the training & possible timetable attached:
Attachment in top left corner or from tools >attachment


Overall students required to come to lessons and/or carry out online work as well as developing their own community project/campaign (possibly develop community projects from startups)

Participants together  Partner companies, Business students & Media students & Guest Lecturers from other community building web 2.0 companies

1. Understanding basics of marketing & digital marketing

  • Commercialization, conversational marketing (John? Steve?)

2. Community idea

  • Social media technologies - how they work, case studies, psychology of viral (Digital media - Jussi, Juhana + others & Steve, Mohamed)
  • Introduction to community building in the web 2.0 environment (guest speaker from a community site)
  • Generating the community idea - spotting the marketing potential of a community idea, what factors attract users to sign up to communities
  • The role of a community manager
  • Seamless Marketing

3. Researching the community possibility

  • Benchmarking
  • Research the need - Create a community rather than follow 
  • Review examples of those with the passion to create a community
  • Secondary research (Where to find the best sources of information/quantitative data to support the community setup )/Primary Research - How to research the needs of the target market, preparing data to support the community setup)

4. Developing the community, building & branding a site or managing a brand

  • Introduction to branding & branding on the internet
  • Developing the brand, vision, mission and values (John)
  • Possibly preparing a brand manual                     (John, Guest lecturer)

4B. Generating awareness

  • Marketing, getting the word out (word of mouth). The tools available and how to go about using them.
  • Commercialization, conversational marketing
  • SEO optimisation/SEM

4C. Encourage signup (create loyalty, engagement)

  • From awareness to loyalty
  • Permission Marketing
  • Promotion

5 Managing the community

  • Personality types & human behaviour (other people, what kind of a person am I ?)
  • Cultural differencies (Jaana Holvikivi?)
  • Content management (legal side, copyrights etc.) (More info required from Muxlim: Teacher Possibility Rosli Kamarul-Baharin)
  • Dealing with troublemakers
  • Running community campaigns
  • Working with outside agencies such as digital/advertising agencies, how to get the best out of cooperation (guest lecture media agency)
  • Balancing the needs of the community with commercial needs
  • Being part of the community (+ establishing rules and community Guideline development)
  • Managing brand and customer presence (Conversational and engagement marketing)
  • Generating conversations with customers encouraging contributions

6 Analysing Results/Data Collection & Reporting

  • Determining the success of the community & campaign/Determining the value - creating a results matrix of the key value measures e.g. comments, diggs etc.
  • Understanding analytical data and deciding what are the key data to determine success
  • Preparing a data report.

7 Presenting results to Management/Stakeholders

  • Report writing skills together with data reporting.
  • Creating a similar report format across the company where everyone is a stakeholder & generating the feedback mechanism
  • Reviewing what large brands look for from their campaign reporting & how media agencies develop them - key information - what determines a successful campaign for companies (case study), graphics and style
  • Presentation skills and getting across the key data

Steve's original list:

  • Social marketing Playbook (text)
  • Basics on personality types and human behavior
  • Understanding Social Media Technologies
  • Ethics
  • Running community campaigns
  • Dealing with troublemakers
  • Managing content
  • Being part of the community (+ establishing rules and community Guideline development)
  • Balancing the needs of the community with commercial needs
  • Managing brand and customer presence (Conversational and engagement marketing)
  • Cultural studies -differences
  • DATA COLLECTION AND REPORTING.
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