Our community manager course


Communications and marketing managers, web project managers (in agencies or advertisers) and press officers.


The growth of web 2.0 and the emergence of community management

Understanding opinion dynamics on the social web

  • Internet users 2.0: who are they? How do they operate and what is their field of influence?
  • Sharing, contributing to creative activity, free access, freedom, etc.: understanding the “culture 2.0” and its impact on your brand

Role and tasks of the community manager

  • Why to incorporate a community manager into your company – and how?
  • Choosing a community manager: how can a brand plot a community manager’s experience?
  • To what extent does the community manager participate in / is present at strategic decision-making?
  • Should community managers be integrated in the department, communication department, web marketing, general management, etc.?
  • Changes in the profession of community manager
  • Integrating the community manager into customer service: optimising relationship marketing
  • The in-house community manager: facilitating internal communities (collaborative platforms, the intranet)

Social media strategy: work with existing communities or create your own community?

Building a strategy on the social networks

  • Setting your goals: generating leads, developing your image, customer retention, etc.
  • Developing a brand story and tailored content

Community websites, blog platforms, forums, mailing lists, etc… How social networks operate

  • Analysing the eco-systems of the different platforms (blogs, forums, etc.)
  • Observing the basic principles: involvement, transparency and the audience

The mechanisms for creating a buzz by communicating with existing communities

  • Identifying the relevant “influencers” for your brand
  • How should you address them and involve them concretely in your strategy?

Case study: entertainment and the media
Analysing participatory exercises in the blogosphere

Creating your own community to enhance your e-CRM and to reach a targeted audience

  • What are the goals in creating your community? How do you become “legitimate” on the social networks?
  • Brand blogs, forums, chats… choosing the “right” tool to suit your objectives at the lowest cost
  • What investments are required in terms of time, human and financial resources?

Managing your on-line brand reputation properly

  • Detecting and managing positive and negative buzz: the key tools

Case study:

  1. Dealing with bad buzz, e-intelligence tools and e-influence
  2. Identifying who your fans are, how to convert them into ambassadors, what message they are going to spread and how.

Dialogue and moderation strategy

Developing a dialogue and moderation strategy on the social networks

  • How to build a legitimate experience on social networks (brand history)?
  • Developing freedom of tone whilst incorporating your brand’s values
  • Why a CM and a brand cannot afford freedom of tone
  • Defining and introducing guidelines for proper conduct (intellectual property) and managing legal risk: what’s the responsibility of publishers, advertisers and web hosts?

Facilitating and moderating: the “toolbox”

  • Free and paid-for monitoring tools
  • Dialogue management tools
  • Moderation tools (Concileo, Netino, etc.)
  • Mobile internet tools for improving responsiveness

Optimising your dialogue and moderation strategy
Being reactive and providing personal responses, managing occasional crises, and how to react to trolls, critics, etc.

A community manager’s testimonial: challenges, best practices and looking forward

Co-creation, advertising, social shopping: “exploiting” the potential of social media
Moving from UGC to co-creation
Involving the community in the marketing and development of a product or service

On-line competitions, e-advertising, etc.: creating a brand experience

  • How can you create a product / brand experience (on-line competitions, new product reviews, etc.)?
  • Facilitating transparent advertising: briefing advertisers about the specific expectations of the community

Mastering best practice (intelligence, listening, facilitating, promotions, customer loyalty, etc.)

Social networks and sector focus

Social networks and e-commerce

  • Incorporating social shopping into your community marketing strategy
  • How to generate consumer reviews, ratings and recommendations on web spaces (Facebook Connect)?
  • Social shopping of the future
  • Exploiting data

Social networks and B2B

  • Thematic industrial sites and media to focus on

Social networks and recruitment

  • Developing an employer brand image
  • Creating a network of qualified candidates

Developing, managing and analysing collaborative action for social shopping

Measuring the impact of your community marketing

  • Standardising metrics from the start of a project: qualitative and quantitative measures: choosing the right tools
  • Knowing the key indicators and tools for measuring ROI and ROA
  • Analysing the correlation between community marketing and conversion rates

Metrics and methods for analysing community management initiatives

This community manager course, which is based on realistic simulation exercises and a comparison of different practices, will equip participants with techniques that can be used directly.

Course diploma / certificate
A certificate is obtained at the conclusion of community manager course.

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All our courses can be delivered in English, French, German, Swiss German, Italian, or Spanish.

All our services are available in Switzerland: Geneva, Zürich, Vaud, Neuchâtel, Fribourg and Valais.