Dalla Comunicazione al Community Management

Enrico Viceconte, StoàMirella Herrmann, Stoà

Media tradizionali

3

Media tradizionali

Social Media

FORMAZIONEUNIVERSITARIA

MASTER INGENERAL

MANAGEMENT+ INTERNSHIP

FORMAZIONENEOASSUNTI

FORMAZIONEMID-CAREER

DIRIGENTI

SISTEMAD’OFFERTA

DI FORMAZIONEMANAGERIALE

DOMANDAINDIVIDUALE

DI FORMAZIONEMANAGERIALE

FORMAZIONEMID-CAREER

QUADRI

Touchpoints & Transitions: a Service Management Approach

Dalla relazione ai contenuti

Programmi INTER-CORSOsviluppati da Alumni del Master MDGI-Asfor

05/01/23

Enrico Viceconte, 20168

05/01/23 Enrico Viceconte, 2016 9

05/01/23 Enrico Viceconte, 2016 10

Evoluzione

Dalla comunicazione alla relazione

Dalla relazione ai contenuti

Dai contenuti allo sviluppo del Business

CASE STUDY

Quale Community Manager?

Duties & Responsibilities

• Reporting to the director of the Forum, the community manager is responsible for the research, creation and growth of an online community centering on the alumni of the BSSE (“Building and Sustaining a Successful Enterprise”) course at HBS, created by Professor Christensen and now numbering over 9,000 alumni, and extending into those companies and organizations that have adopted or are seeking to adopt his theories.

• Our aim is that this be a thoughtful, robust and meaningful community that provides guidance to our research direction here at the school and that facilitates the spread and adoption of our theories across managers worldwide.

The community manager will be responsible for the following tasks: 1. Oversee implementation of new software platforms for customer

relationship management and online community building (leading candidates currently Salesforce, Yammer, Drupal)

2. Become “voice of the Forum” to online community3. Manage all communication with BSSE alumni – from periodic

email updates to post-event follow-ups, etc.4. Conduct online interest survey of ~9,000 BSSE alumni to identify

issues on which they would most like to collaborate with Professor Christensen and the Forum team

The community manager will be responsible for the following tasks: 5. Maintain updated web presence6. Create and maintain census of major social media platforms in

use, cataloging their strengths and weaknesses for our purposes7. Maintenance of Forum presence in social media platforms other

than those selected for focus, to build general awareness and lead generation

8. Collaborate and contribute to planning and execution of podcast series

The community manager will be responsible for the following tasks: 9. Orchestrate convenings for BSSE alumni and involving BSSE

alumni for researchers collaborating with Professor Christensen10. Networking within HBS to seek out unique opportunities for BSSE

alums to either participate in or lead11. Analyze strategies of other influential academics and thought

leaders for building community across individual and multiple platforms

12. Create “bite-size” versions of Professor Christensen and Forum publications for dissemination to BSSE community

The community manager will be responsible for the following tasks: 13. Broker community information requests to Professor Christensen

and Forum team14. Identify alternative publishing venues (beyond HBR, Sloan Review

and SSIR) for Professor Christensen and Forum publishing, to build out new segments of the community

15. An early priority of the role will be to build on the ground-breaking alumni guidance documented in the June 2014 HBR article “The Capitalist’s Dilemma” as we expand this into book-length treatment

16. Conduct lead generation and micro-community formation around individual Forum research topics (e.g., current uses of JTBD theory by alumni, organization of Nigerian alumni community for eventual conference with Professor Christensen keynote)