community service management

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Community Management?

Engagement CommunicationInfluence

The Big Picture

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Did you know...?

Community Management!

1. Engagement Pyramid2. Levels of Influence3. Communication4. Pro-active CM Services

Step 1 – Engagement Pyramid

The ressources of vibrant communities are those, who might never even log in to a community page, channel or forum. But: New community members recruit from this level. If there is no healthy basic layer, the

community will dry out inevitably.

Passive Customers

Listeners already associate with your community. They are well informed, but not necessarily visible in engagement stats, although they are

engaged in community activities.

Passive Customers

Listeners

Contributors are the „classic“ community members. They are highly engaged, they take part in community activities, but they do not lead or

influence opinions. They join and backup opinion leaders.

Passive Customers

Listeners

Contributors

Opinion Leaders can be viewed as the spearhead of the Engagement Pyramid. They will express their love and hate as they feel it is the time to „blow the whistle“ - then, Community Management is in charge to listen

seriously and react....

Passive Customers

Listeners

Contributors

Opinion Leaders

...to facilitate and foster a constructive and healthy discussion environment, which leads to utilisable feedback. With the Community Management

expressing the will of a brand to take the needs of its community seriously, this will help to reduce negative opinions and grow positive sentiment.

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Example – Opinion Leader creates discussion

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice

Discussion

Example – Opinion Leader counters arguments

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

Discussion

Example – Positive contribution backs discussion starter

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

I also enjoy!Discussion

Example – Additional contributors keep the discussion hot

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

Support complaint

DiscussionI also enjoy!

Example – Listeners pick up the pros & cons of the discussion and spread the word to their buddies.

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

Support complaint

Spread the wordto less engaged buddies

DiscussionI also enjoy!

Example – Although Passive Customers won't get involved in the original discussion as they search for problem solvers, they will get influenced by

more engaged friends and buddies.

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

DiscussionI also enjoy!

Takeaway: Opinion Leaders can be viewed as the concentration of opinion at the top of the engagement pyramid – what means: You need to think of them not only as a single, vocal person, but also of the slew of supporters

and possible influencers following closely behind.

Passive Customers

Listeners

Contributors

Opinion Leaders

That's nice Don't like

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

DiscussionI also enjoy!

Step 2 – Levels of Influence

„More engagement leads to more influence, but influence grows top-down“

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

This means: The four levels of the engagement pyramid ...

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

… can be seperated ...

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

… into three basic Levels of Influence.

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

Core Community - these are the highly engaged forum and social media members, bloggers and fanpage hosters. They are ressources of valuable

product feedback and they will act as multiplicators for any kind of sentiment

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Core Community(Multiplicators)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

The Support Community extends the Core Community beyond offical channels and known fansites. Listeners are the most versatile group of support

influencers, because they are in direct contact and part of the third group...

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

..which is the Buddy Community. There, most of the influence and word of mouth effect is created. This section can also be dubbed as the transition

to the „Long Tail“ of the Levels of Influence „picture“.

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

Finally..

Passive Customers

Listeners

Contributors

Opinion LeadersDiscussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

..the Levels of Influence...

Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

That's nice Don't like

I also enjoy!

.. lead to a common term ..

Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?Give it a try..!

That's nice Don't like

I also enjoy!

.. which incorporates the effects of ..

Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?

Cares about Community feedback?That's great about the game..

Give it a try..!

That's nice Don't like

I also enjoy!

...engagement, opinion and community...

Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?That's great about the game..

Communication?Give it a try..!

That's nice Don't like

I also enjoy!

.. in a single question, that also holds the answer, why it is important to care about the Engagement Pyramid and the Levels of Influence:

Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

That's nice Don't like

I also enjoy!

„Did you know...?“

Passive Customers

Listeners

Contributors

Opinion Leaders

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

That's nice Don't like

I also enjoy!

„...that this is a great product I can fully recommend!“

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

That's nice Don't like

I also enjoy!

In order to build a strong community and a positive sentiment around your brand, this is the answer, Community Management is working towards!

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

That's nice Don't like

I also enjoy!

Step 3 – Communication

To achieve this goal, some additional communication is needed:

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

That's nice Don't like

Did you know...?

I also enjoy!

Community Management is part of the process of Marketing incentives..

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

Marketing

That's nice Don't like

Did you know...?

I also enjoy!

...and Public Relations activities to create brand awareness and a positive brand perception. While Marketing and PR take on the messaging..

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't like

Did you know...?

I also enjoy!

...Community Management aims to vice-versa connect the brand with its community by showing proximity and creating a feedback channel.

Embrace, engage, involve – these are the key terms.

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

Through incentives, for example like contests and events, the community not only connectes with a brand ...

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

..but also generates valuable feedback, which will help the brand to improve services and products.

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

On the other hand, the (social) media buzz, initially generated by PR, Marketing and Community Management incentives..

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

...will be fueled by the engaged community members...

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

...leading to a broader and stronger Level of Influence...

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

..what eventually generates a stronger word-of-mouth effect and grows brand awareness and positive brand perception.

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

Did you know...?

I also enjoy!

4. Pro-Active CM = Maximize Effects

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

The following pages show some of the tools, we are using to achieve this goal!

Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Moderation& Activity

++

++++

Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Moderation& Activity

Monitoring &Appeasement

++++

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Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Moderation& Activity

Monitoring &Appeasement

CommunityCoordination

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Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Moderation& Activity

Monitoring &Appeasement

Feedback Tracking

CommunityCoordination

++++

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+

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Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Moderation& Activity

Monitoring &Appeasement

Feedback Tracking

Events &Promotion

CommunityCoordination

++++

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Brand Perception ends up in a messy situation

Passive Customers

Listeners

Contributors

Opinion Leaders

Word Of Mouth Advertisement

INFLUENCE

Discussion

Brand Perception

Core Community(Multiplicators)

Support Community(Spread-the-Word)

Buddy Community(Buddy-to-Buddy Interaction)

(Social) Media BUZZ

Support complaint

Spread the wordto less engaged buddies

Meet in-gamePlay / UsePick up opinionsSearch for problem solvers

ENGAGEMENT

Did you know...?

Are there issues?I recommend...

Cares about Community feedback?Let's join... That's great about the game.. Product service?

Communication?Give it a try..!

PR Messaging Marketing

That's nice Don't likeIncentive Feedback

I also enjoy!

Moderation& Activity

Monitoring &Appeasement

Social Media Management

Feedback Tracking

Content Management

Events &Promotion

CommunityCoordination

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Thanks for your attention!

Edelmann Community Management

We Care About Your CommunityEmbrace. Engage. Involve.

http://www.edelmann-cm.comfacebook.com/edelmannCM

twitter.com/edelmannCM