Interview: Community Management in Switzerland

a community manager is polyvalent like a swiss army knifeA few weeks ago, I have had the honour of being asked by Victoria Marchand about my views on community management in Switzerland. The interview [in French] has been published in the spring issue of CominMag (trade magazine for communication experts) as well as on communitymanagers.ch (official site of the Swiss community managers association). It has since also been picked up by my former faculty and included in their spring newsletter. A big thank you to everyone involved in spreading my humble opinion. I have, in the meantime, translated the interview into English and now decided to publish it on my blog in order to keep the discussion going:

Community Management is …?

Community management means taking care of the online presence of a company, brand or product. This includes managing a community actively (e.g. with publications) as well as passively (e.g. monitoring).

Ideally, community management contributes to coherence between strategy, corporate culture, desired reputation and perception from outside – this is why an overall vision and approach should go beyond a single department or hierarchical level (“silo”). And although I am aware that this opinion is widely discussed, I advocate for a clear distinction between social management and community management since the later means implication on a strategic level. Continue reading

Social media – a general sociological approach (1/3 – structure)

Of course there are many ways sociology can contribute to a better understanding of what is happening online: the field is vast, and so is the number of experts and studies. This blogpost has become a series and is – more or less – an English translation of a presentation I have recently given in French, picking up a few of the theoretical frameworks which illustrate the impact of social media on the way we do business… and on our lives in general. Continue reading

Social networks call for an overall understanding of digital interaction

When I was asked to replace Matthias Lüfkens, former Head of Digital Media at the World Economic Forum and now Managing Director EMEA of Digital Practice at Burson-Marsteller, at a presentation for business owners about social media, I accepted gladly. And I decided to put the emphasis on increasing the attendees’ overall understanding of social networks and the impact of digitalisation in general.

If you have been reading other articles on this blog or been following me on twitter, you are probably aware of how much I keep advocating for increasing digital literacy. Continue reading

Digital Film Marketing: more than marketing

Film Industry Marketing free admissionRecently I have had the pleasure of speaking at Digital Film Marketing 2, a one-day seminar organised by FOCAL for Swiss Film Industry Professionals. Not only speaking, but contributing to a better understanding of the digital landscape by answering many questions during the whole day. If you know where I come from, it will not surprise you that I loved it.

There were many interesting discussions and, to my great pleasure, a growing awareness of the lack of knowledge a major part of the film industry has had in digital matters. (And strategy.) One day wasn’t enough time, but it was a solid beginning of a great conversation and much-needed mind-shift. Above all: a common mind-shift… much needed, too, it seems: the few attendees who have a great affinity to both cinema and the social web expressed “a sense of relief” after the seminar because they would feel “less alone”.

Why did I entitle my presentation “Digital Film Marketing: more than marketing”? Because my three key messages were the following: Continue reading

Film industry and internet – social media as a transformer of business

Screens internet social media transformation of film businessWhy the recurrent focus on the film industry? Let me tell you where I come from.

Over a decade ago, I have started working in the film industry in what qualifies easily as a dream job: programming and acquisition for an independent film distribution. My actual work experience with movies had started much earlier, when selling tickets in a local movie theatre, but it was with the film distribution that I really plunged in, attended film festivals all over the world and learnt about the trade. A trade, an industry, fairly untouched yet by the internet. No social media yet.

Since then, a lot has changed: social media has arrived. So has broad band internet. Digitalisation everywhere. Piracy has become an issue. Continue reading

[French] Industrie de Cinéma et Internet – l’influence des réseaux sociaux

Exceptionally, this article is in French. English speaking readers might want to read “Film industry and internet – social media as a transformer of business”.

Industrie de Cinéma et Internet - l'influence des réseaux sociauxPourquoi internet et les réseaux sociaux représentent un enjeu crucial pour l’industrie de cinéma indépendant? Quels points sont à considérer lors des réflexions autour une présence digitale?

A ce sujet, j’ai été invitée à donner une conférence chez Fonction:Cinéma, une structure qui vise à encourager la création cinématographique indépendante à Genève et en Suisse romande. Continue reading

Community Management for Ecowizz

It is all about interaction. Interaction online and interaction offline. This is what has brought me to Social Media: interaction online par excellence.

And if you have already visited my profile page, you might have noticed a special bond with “community management”. (Actually, I have been one of the first members of the Swiss Community Managers Association after attending its very first – yet informal – meeting almost two years ago.) A special bond – despite the fact that community management is not naturally associated with the strategical level. Theoretically.

In reality, interaction is crucial on every level.

A good strategy needs good community management to really work. This is why whatever “social media strategy” should not only be tailored to the company/market/cause at hand but also consider realistic execution, i.e. take into account internal organization, culture and resources. Continue reading