1. Slide of 39 Agent of Connections: The Online Community Manager 2013 National University of Singapore. All Rights Reserved. 1 Chia Han-Leon Lecturer, Enterprise Social Business, ISS @leonchia

2. Slide of 39 Why is social media management like a weight management program? 2013 National University of Singapore. All Rights Reserved. Image courtesy of Relaxingmusic (Flickr). Used under Creative Commons License. 2

3. Slide of 39 Because all the advice youve already heard, and you already know actually works. 2013 National University of Singapore. All Rights Reserved. Image courtesy of just4you (sxc.hu) 3

4. Slide of 39 Bonus Talk! Weight Management Tips 2013 National University of Singapore. All Rights Reserved. Eat multiple small meals. Dont eat before you go to sleep. Cut the carbohydrates. Miniature food by SouZouCreations (etsy.com/shop/SouZouCreations) 4

5. Slide of 39 2013 National University of Singapore. All Rights Reserved. Get enough rest and sleep. Bonus Talk! Weight Management Tips Sugar is bad. Exercise regularly. Avoid Fast (Processed)Food Images courtesy of michiru (sleeping kitty), and pixaio (pink donut) via sxc.hu. 5

6. Slide of 39 So, if we all know what to do, why do so many still struggle with weight issues? 2013 National University of Singapore. All Rights Reserved. or social media implementation? 6

7. Slide of 39 Lets say you are in charge of social media in your company. You are the Social Media Manager. 2013 National University of Singapore. All Rights Reserved. You already know why it isnt that simple: Knowing is not doing. Image courtesy of mkhmarketing (Flickr). Used under Creative Commons License. 7

8. Slide of 39 2013 National University of Singapore. All Rights Reserved. Specifically, just doing one or a few aspects correctly does not mean the whole picture works. Social media requires orchestration. Image courtesy of greyweed (Flickr). Used under Creative Commons License. 8

9. Slide of 39 Health & fitness is pretty fashionable, so is social media. 2013 National University of Singapore. All Rights Reserved. But you cant fake it by not doing it yourself. 9

10. Slide of 39 Like a social media manager, a trainer is implicitly effective if he is seen as fit and strong himself. 2013 National University of Singapore. All Rights Reserved. Image courtesy of eaexcutives (Flickr). Used under Creative Commons License. 10

11. Slide of 39 It takes a dedicated community manager to coordinate and drive success in an online community. 2013 National University of Singapore. All Rights Reserved. Like a trainer who knows how to balance pain and gain for effective weight loss. ImagecourtesyofLivingFitnessUK(Flickr).UsedunderCreativeCommonsLicense. 11

12. Slide of 39 Two Aspects. Whats the difference? 2013 National University of Singapore. All Rights Reserved. Channel Online Community Manager Social Media Manager People -specific Channel-agnostic Bring in new fans Engage existing fans Conversion Convers ionat etc. 12

13. Slide of 39 2013 National University of Singapore. All Rights Reserved. 13 From AOL Social Media Salon (Internet Week New York, May 2013)

14. Slide of 39 2013 National University of Singapore. All Rights Reserved. 14 From AOL Social Media Salon (Internet Week New York, May 2013)

15. Slide of 39 2013 National University of Singapore. All Rights Reserved. 15 From AOL Social Media Salon (Internet Week New York, May 2013)

16. Slide of 39 2013 National University of Singapore. All Rights Reserved. 16 From AOL Social Media Salon (Internet Week New York, May 2013)

17. Slide of 39 2013 National University of Singapore. All Rights Reserved. 17 From AOL Social Media Salon (Internet Week New York, May 2013)

18. Slide of 39 2013 National University of Singapore. All Rights Reserved. 18 From AOL Social Media Salon (Internet Week New York, May 2013)

19. Slide of 39 2013 National University of Singapore. All Rights Reserved. Image Source: Facebook fleece pillow by TheGeekyGiraffe (etsy) Connecting Both a fitness trainer and an online community manager are more effective when they understand the life and lifestyle of their clients. 19

20. Slide of 39 Individual lifestyle results in unique, individual factors. Successful Diet = Rules Context 2013 National University of Singapore. All Rights Reserved. Image courtesy of cienpies (via sxc.hu) cienpies.net 20

21. Slide of 39 2013 National University of Singapore. All Rights Reserved. Successful Social Media = Best Practices Context Different communities require different treatment. 21

22. Slide of 39 Additionally, the people around you have a powerful influence on your success (or failure). 2013 National University of Singapore. All Rights Reserved. Image courtesy of Tiberiu Ana (Flickr). Used under Creative Commons License. 22

23. Slide of 39 The same with social media. Your job is tougher if the people around you dont practice it. 2013 National University of Singapore. All Rights Reserved. Image courtesy of ilco (sxc.hu) 23

24. Slide of 39 The social media manager soon realizes that community also includes the internal community. 2013 National University of Singapore. All Rights Reserved. Image courtesy of ilco (sxc.hu) 24

25. Slide of 39 Because life is harder if other departments, colleagues dont get social media. 2013 National University of Singapore. All Rights Reserved. Image courtesy of ilco (sxc.hu) You also have to sell and cultivate online strategy internally. 25

26. Slide of 39 You have to champion the benefits of social media inside the organisation. 2013 National University of Singapore. All Rights Reserved. Image courtesy of ilco (sxc.hu), with modifications 26

27. Slide of 39 Not just this social media 2013 National University of Singapore. All Rights Reserved. 27 But also social media in a broader sense that includes collaboration tools.

28. Slide of 39 So this talk really isnt just about the usual social media. 2013 National University of Singapore. All Rights Reserved. Its about the dual role of social media: both outside and inside an organisation. 28

29. Slide of 39 2013 National University of Singapore. All Rights Reserved. Its been some years since Singapore adopted social media. Were not new to it. But we havent looked much into social media on the inside. 29

30. Slide of 39 Why connect social media inside? Makes social media an across-the-organisation platform. 2013 National University of Singapore. All Rights Reserved. social ORGANISATION 30 Not just a tool for the marketing department.

31. Empowers your inner community with all the legendary benefits of social media. 2013 National University of Singapore. All Rights Reserved. KNOWLEDGE SHARING REAL-TIME COLLABORATION EMPLOYEE ENGAGEMENT TALENT SPOTTING INFORMATION CROWDSOURCING SOCIAL FILTERING LOWER COSTS INNOVATION LESS EMAIL(!) THOUGHT LEADERSHIP EMPLOYEE RETENTION 31

32. Slide of 39 Internal collaboration tools are arguably one of the open secrets to solving Singapores productivity issues. 2013 National University of Singapore. All Rights Reserved. Source: Channelnewsasia.com, 30 May 2013 32 30 May 2013

33. Slide of 39 2013 National University of Singapore. All Rights Reserved. 33

34. Slide of 39 Who might be able to help you with this? 2013 National University of Singapore. All Rights Reserved. 34 Your (Online) Community Manager

35. Slide of 39 2013 National University of Singapore. All Rights Reserved. Social Media Community Internal / Employee Community Benefits Benefits Community Managers 35

36. Slide of 39 Social Media isnt new, but its time to bring its practice inwards. 2013 National University of Singapore. All Rights Reserved. 36 Image courtesy of Joe Kulangara (Flickr). Used under Creative Commons License.

37. Slide of 39 I hear and I forget. I see and I remember. I do and I understand. - Xunzi, Confucian philosopher 2013 National University of Singapore. All Rights Reserved. 37 Thank You.