Urban mobility (97 2003)
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Transcript of Urban mobility (97 2003)
![Page 1: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/1.jpg)
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
![Page 3: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/3.jpg)
Our answer : the “urbanmob”
community
Study, create, populate and animate a socialmedia on line community
![Page 4: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/4.jpg)
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
![Page 10: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/10.jpg)
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
![Page 11: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/11.jpg)
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
![Page 20: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/20.jpg)
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
![Page 26: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/26.jpg)
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
![Page 27: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/27.jpg)
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
![Page 28: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/28.jpg)
3Delivering the project
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Delivering
Lorem ipsum dolor sit amet
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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
![Page 34: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/34.jpg)
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
![Page 41: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/41.jpg)
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
![Page 45: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/45.jpg)
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
![Page 46: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/46.jpg)
cAppendices
Ping.fm + Amplify : demultiplicating your talks
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Amplification serviceamplify.com
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Alternate AmplificationPing.fm
![Page 49: Urban mobility (97 2003)](https://reader034.fdocuments.us/reader034/viewer/2022052321/5556b5eed8b42abb428b45f4/html5/thumbnails/49.jpg)
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