Urban mobility (97 2003)

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Urban Mobility « on line « Community Study, create, populate, animate An alternative approach of marketing intelligence gathering intended for co- creation

Transcript of Urban mobility (97 2003)

Page 1: Urban mobility (97 2003)

Urban Mobility « on line «  Community

Study, create, populate, animateAn alternative approach of marketing intelligence

gathering intended for co-creation

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Your Question : Urban Mobility trends

and Brand opportunities

Identify possible scenarios through information gathering and linking

by collecting consumers attitude through WOM analysis of the web

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Our answer : the “urbanmob”

community

Study, create, populate and animate a socialmedia on line community

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The “urbanmob” communityA step by step answer

• The process• The timeline• The delivery of the project• The sound philosophy to community

building• The team and project management• The budget• Appendices

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1The Process

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Bird’s eye view of the process

• Study

• Context analysis

• Existing web site and contributors on the subject

• Create

• Web site

• Register different web services

• Populate

• Invitation strategy

• Suscitate interventions

• Tease animations

• Animate

• Events for the community

• Obtaining contribution

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Study“knowing what already

exists”• Study

• Michelin’s context and requirements

• Internal sources and external sources

• Michelin’s human input

• Existing Web content

• Web sites and blogs

• Personalities

• Outside World

• Schools and institutes

• Prominent individuals

Identifying the « natural »

input and reqs

Finding the existing

resources

Completing the overview

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Create“building the community

cloud” Invest our

“tag” through many

socialmedia

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UrbanMob Cloudthe hearth

Centralizing the information of our tag

• Why ?

• “ Blog starts discussion, still ! “

• Have a central information hub : relay interesting content and create original content

• How ?

• Create a Wordpress wikiblog allowing

• Multiple authors

• Bilingual (french + english) posts

• Page structure organizing interesting ressource on Urban Mobility

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UrbanMob Cloudthe link to pros

• Why ?

• Link to the professional community

• Relay infos, invite to blogging

• How ?

• Creating a user and a LinkedIn group

• Automatic relay of Facebook infos + specifics

Create the professional UrbanMob community

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UrbanMob Cloudreaching to the greater

community

Global media will help reach concerned individuals

• Why ?

• Unavoidable : more than 350 millions registered users

• Many existing communities to reach to

• How ?

• User creation : personalize the community manager

• Fan page : basis of the facebook “marketing” network creation

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UrbanMob Cloudtagging the resource

Tagging creates content and ressource

• Why ?

• Information on the web is larger than what we can talk about

• Linking the existing web pages is the basis of a natural SEO (search engine optimizations)

• How ?

• Creating an account

• Build a RSS read list for the community manager

• Identify and tag interesting and pertinent subjects

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UrbanMob Cloudfollow user mobility real time

Actual Real time mobility illustration

• Why ?

• Foursquare is the most popular mobile web location service

• Available on iPhone, Blackberries and others

• Perfect illustration of “how” peoples are mobile in the city

• How ?

• Create “concerned” group

• Promote and debrief usage

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UrbanMob Cloudshout, not whisper

Monitoring the web and inhabit existing social bases

• Why ?

• Multimedia amplification empowers the reach to

• Concerned individuals

• Similar communities

• How ?

• Relay pertinent content identified on the web

• Stimulate production of content from the community (events / contests)

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UrbanMob Cloudmaking the cloud live

A living community is a living tag

• Why ?

• Ride the “real-time” web wave

• Accompany the “less-words” more “interaction” trend

• How ?

• Nurture the #urbanmob tag

• Identify interesting individuals, create twitter lists and promote them

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Create“building the community

cloud”

But How to build the cloud ?How to recruit the community ?How to keep it alive ?How to steer it ?

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Populate“managing the community”

• Why ?

• In its infancy, a community HAS to be managed

• Invite, promote, explain the role and objective of the community

• In its youth, a community HAS to be managed

• Publishing content

• Gardening / restructuring the informations

• In its maturity, a community HAS to be maintained

• Keeping the interest and the focus on what is produced

Self administration only possible with a critical mass !

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Populate“managing the community”

• How ?

• The utmost important person : the community manager

• Bilingual

• Workload of, on average, 1 day / week throughout the 36 weeks of the project

• Main tasks

• Provide content to the different components of the “urbanmob” cloud

• Intervene wherever a similar discussion pre exists

• Invite possible member to the community

• Permanently asses community interest

Animation is key to success ; but events will spice up activity

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Animation 1a story telling exercise

• When ?

• 04/10 to 06/10

• What is it ?

• “Urban Mobility 2025”

• Call for entry to the community to participate in a contest

• Stories, customer journey

• Media support [option]

• An tactical addword campaign to create buzz and traffic to the “urbanmob” wikiblog

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Animation 2images and concept boards

• When ?

• 06/10 to 08/10

• What is it ?

• “Images of the new Urban Mobility”

• Call for entry to the community to participate in a contest

• Media support [option]

• A banner campaign to create deepen the bonding of the community

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Animation 3videos & machinimas

• When ?

• 09/10 to 12/10

• What is it ?

• “dreaming my world”

• Call for entry to the community to participate in a contest

• Media support [option]

• A widget based viral event

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2The Timeline

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TimelineOverall

• Span of operation : from March 2010 to December 2010

• Event to accompany : European Mobility Week (Sept 16 to Sept 22)

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TimelineDetails

• What

• Get up to grab with Michelin’s vision

• Enumerate and asses internal and external sources

• Define the different steps to build a cloud according to client’s expectations

• Propose and choose a design approach for the wikiblog

• Who

• Michelin project team

• NextIdea project team

Get the fineprint of the project

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TimelineDetails

Have a fully operationnal cloud

• What

• Get up to grab with Michelin’s vision

• Enumerate and asses internal and external sources

• Define the different steps to build a cloud according to client’s expectations

• Propose and choose a design approach for the wikiblog

• Who

• Michelin project team

• NextIdea project team

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TimelineDetails

Permanently interact and monitor the community

• What

• Recruit new community members

• Enable a continuous flow of information

• Identify prominent members

• Write and aggregate infos on the different part of the cloud

• Who

• Mainly the Community Manager

• In association with project leader and Michelin team

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TimelineDetail

Spice up the natural interest with event animation

• What

• Specify, build and monitor the tech aspects of the 3 animations

• Enable their existence

• Monitor and debrief efficiency

• Who

• Mainly the Community Manager

• In association with project leader and Michelin team

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3Delivering the project

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Delivering

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4The sound philosophy to

community building

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Community managementan important set of general

principles

Initiating well a community empowers it

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5The team and the project management

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Project team

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Project teamthe know-hows !

• Robert V. : project leader

• 25 years experience in qual / quant research

• Expert in web 2.0 and web 3d communities

• X : webmaster

• Vb

• Y : community manager

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Project managementmanaging and delivering

• Managing (/ monthly)

• Collaborative tasks lists created and updated by the project group

• Listing what has been done

• Defining tasks of the community manager for the month to come

• Delivering (/ trimester)• Quant analysis of the

• Community size

• Community production

• Qual analysis of the

• Dynamic list of themes

• Major insights emergence

A continuous process of management and results delivery

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6The budget

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Overall Budget

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X = )( 2

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aAppendices

Detailed Budget

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Detailed Budget

Overall Budget

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bAppendices

SocialMedia username availability

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Username availabilityknowem.com

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knowem.comexample : UrbanMob

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knowem.comexample : UrbanMob

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knowem.comexample : UrbanMob

• “knowem.com” provides username availability in many categories

• Blogging

• Bookmarking

• Business

• Community

• Design

• Entertainment

• Health

• Information

• Microblogging

• Music

• News

• Photo

• Tech

• Travel

• Video

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cAppendices

Ping.fm + Amplify : demultiplicating your talks

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Amplification serviceamplify.com

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Alternate AmplificationPing.fm

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dAppendices

European Mobility Week : an EU Commission sponsored event

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European Mobility Week

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Semaine Européenne de la Mobilité