Last Wednesday the 25th, I gave a presentation at IE Business School for the Virtual Community Management seminar held at the IE Business School building located at Calle María de Molina 27. The event agenda included: Wednesday, November 25, from 8:30 to 9:00 AM: Accreditation and collection of documentation.
From 9:00 to 10:30 AM: STRATEGIC DIRECTION AND COMMUNITY MANAGEMENT: “WHAT THE CEO SHOULD KNOW” by Mr. Guillermo de Haro, Professor, IE Business School.
10:30 to 11:30 AM: VIRTUAL COMMUNITIES IN THE CURRENT BUSINESS ENVIRONMENT: Practical analysis of key elements for the design and management of distribution and communication channels; multi-criteria alternatives: multi-channel and multi-format; mobile, television, internet, blogs, and others; use of social media to increase contact with leads and clients.
Idea-viruses: Viral marketing, effective campaigns, information transmission in a community, user trust: I TRUST, communication between people by Mr. Nacho Somalo, General Manager of Planeta e-commerce Network, Associate Professor, IE Business School.
From 12:00 to 1:30 PM: DEFINITION OF VIRTUAL COMMUNITY: THE NEW CUSTOMER RELATIONSHIP: Communities,
What is a social community?
Components and Foundations of a Community, main examples and types of communities: Classification,
Social Networks vs. Virtual Communities,
The new customer relationship, by Mr. Juan Ignacio Martínez, Development Director and founder of ieCommunities. Commercial Director and Community Manager Director iRC-Hispano. Professor at IE BUSINESS SCHOOL.
From 1:30 to 2:30 PM: HOW TO INTEGRATE SOCIAL NETWORKS INTO THE MARKETING STRATEGY: The TELEPIZZA case and UNIVERSAL album launch: Engagement marketing: differentiation and loyalty,
How to integrate new forms of consumer relationships into the marketing strategy,
The Crossumer: the consumer who builds the brand discourse,
Telepizza Case: Integration of actions across different media,
Vega Case: How to establish conversations around an artist’s new album by Mr. Alberto Knapp, CEO, The Cocktail and Associate Professor, IE Business School.
From 4:00 to 5:30 PM: HOW TO ENTER THE SOCIAL WEB AND NOT DIE TRYING:
How to improve actions that can be developed in social media,
Online reputation management: What are they saying about your brand on the Internet?
Best and Worst Practices in social media by myself, Ms. Selva Maria Orejon Lozano, former Director of Public Relations and Online Community at lanetro (Grupo Planeta) and CEO of onBRANDING.
From 5:30 to 7:00 PM: THE DAY-TO-DAY OF THE COMMUNITY MANAGER: THE IECOMMUNITIES:
How is the day-to-day managed from the Community Manager’s perspective?:
Assessment of the most suitable media according to objectives, User Generated Content (UGC), content syndication, what do users do in my community?
Types of Content, Legal Issues, Vanity Management by Mr. Javier López, IE Communities Manager and Professor, IE Business School.
The following day of the seminar, Thursday, November 26, we had from 9:00 to 10:30 AM: METRICS AND INDICATORS: COMMUNITY MANAGER TOOLS: Profit and loss account and Community Manager responsibility, controllable and non-controllable costs, performance measures and indicators, Community Management metrics by Mr. Juan Ignacio Martínez, Development Director and founder of ieCommunities. Commercial Director and Community Manager Director iRC-Hispano. Professor at IE BUSINESS SCHOOL.
From 10:30 AM to 12:00 PM: SHOW ME THE MONEY: HOW TO VALUE A COMMUNITY AND MAKE IT PROFITABLE. THE J&B CASE: New ways of value creation: the new customer relationship, the competitive environment and the fight for market share. The two-click myth, purchasing and service in the online environment, Loyalty as a tool in Modern Marketing: CRM development, advertising possibilities, Virtual Communities, CRM, effective advertising, response rates, the SPAM barrier by Mr. Eduard Corral, Founding Partner and CEO, Bloguzz.
From 12:30 to 2:00 PM: MODERATION AND CONTENT MANAGEMENT: Blogs/Communities/Wikis, meritocracy in online communities, crisis management in online communities: internal / external, tools to track and evaluate social media notoriety, usability: designing websites for participation, managing a global audience, Twitter / Blogs / Facebook, for what and for whom?, Social Media Optimization (SMO) by Mr. Antonio Ortiz, Content Director, Weblogs, S.L.
From 3:30 to 4:30 PM: THE COMMUNITY MANAGER FIGURE: WHERE THEY ARE, HOW THEY ARE TRAINED, WHAT THEY ARE WORTH: Community Manager profile from the Human Resources department perspective, essential training, soft skills and technical knowledge (hard skills), One-Man-Band: the IT person for everything or a strategic position?, evaluation of the current functions and responsibilities of a Community Manager by Mr. Raúl Suárez, Senior Manager Technology and Information Systems, MICHAEL PAGE International Spain.
From 4:30 to 5:30 PM: CREATION AND MANAGEMENT OF COMMUNITIES IN THE FINANCIAL ENTITIES SECTOR: Customer integration in the development and launch of new products and services, bank disintermediation communities: “Peer to peer lending”, online reputation management by large financial entities, tangibility of reputation when identifying true experts, new trends in the financial sector. The 21st-century bank by Mr. Jose Antonio Gallego Vázquez, Community Manager, BBVA, former President of AERCO (Spanish Association of Online Community Managers).
From 5:30 to 6:30 PM: THE COMMUNITY MANAGER FIGURE IN THE VIDEO GAME ENVIRONMENT. THE CASE OF “THE SIMS”: Particularities of the Video Game World, evaluation of a success story. The case of “The Sims”, processes and strategies in Gamer Communities, the Marketing Plan in a Video Game Community by Mr. Juan José González López-Huerta, Marketing Director, ELECTRONIC ARTS IBERIA and Mr. Daniel Grande, Online & Community Manager, ELECTRONIC ARTS IBERIA.
6:30 PM Closing and Delivery of Diplomas.
I appreciate the trust placed by IE Business School in allowing me to give the presentation, and I thank the attendees for their interest in staying in touch after the talk.
