External vs. Internal Community Management: Similarities, Contrasts and Chances #CMAD

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On Air: 08:00 - 09:00 EST (GMT-5)
Monday, January 27th, 2014


External Community Management is a quite established profession today. While more and more external Community Managers are on duty around the globe to trive their public or semi-public Communitys, there is another evolving part of Communitys that need to be managed: The internal Communitys. Social Intranets and Extranets are coming up with strong community components more often nowadays. Since this is relevant for for nearly every company, there is tremendous growth potential for upcoming positions within this field. Within our session we’d like to compare external and internal Community Management. The panelists have a background in either internal oder external Community Management or both. We hope to accomplish a meaningful outline.


Ben EllermannBen Ellermann
Senior Consultant at buw digital and Chairman at BVCM

As a Senior Consultant with buw digital Ben is advising companies within strategic and operative matters around digital customer interaction. Ben has a background as Editor in Chief and Head of Community Management for a Social Network. As Chairman of the BVCM Board he is working on the public perception and representation of Social Media Professionals.

Connect with Ben on Twitter at @DonElmo or on Google+.


Eiko IslerEiko Isler
Lead of Community Management at Gameforge

Eiko is 35 years old and has been working for Gameforge since 2007. He’s been leading the Community Management department since 2010 and the Social Media department since 2013. Eiko also works as a Consultant and Trainer.

Connect with Eiko on Twitter at @Muhawia or on Google+.

Ben MartinBen Martin
Chief Engagement Officer at Online Community Results

Recognized as one of “Five to Watch” by ASAE’s Associations Now magazine, and a winner of the National Association of REALTORS®’ Technology Spotlight Award, Ben Martin is an association executive with over a dozen years of experience in trade and individual membership organizations. He is the Chief Engagement Officer at Online Community Results, providing outsourced online community management, consulting, coaching, and strategy services.

Connect with Ben on Twitter at @bkmcae or on Google+.

Vivian PeinVivian Pein
Social Media and Community Manager

Vivian Pein is a highly experienced Social Media and Community Manager who implements social media into corporate cultures. She rolled out a complete social intranet in 2007, worked as community manager at XING and was responsible for setting up the social media strategy and the community management at Hermes.

Connect with Vivian on Twitter at @zeniscalm or on Google+.

Katharina PerschkeKatharina Perschke
Lead Community Management at Bosch

Katharina is the Lead Community Manager at Bosch and member of the Enterprise2.0 project team “Enabling E2.0 @ Bosch”. She consults and supports Use Cases and Communities throughout the whole community lifecycle. Of course she is still an active Community Manager and partly Reverse Mentor for Social Media and Social Business. Within the BVCM Katharina promotes the job and role description for internal Community Management and supports the team to set up a training course for Certified Community Managers.

Connect with Katharina on Twitter at @Katha_Pe or on Google+.

Ingo SauerIngo Sauer
Senior Consultant at 7P Solutions AG and Founder at ioff.de

Ingo is Senior Consultant for Organisational Change at 7P Solutions & Consulting AG. But he is also founder and owner of one of the biggest and oldest bulletin board systems in Germany: www.ioff.de; the topics of the board are primarily TV Shows and Media. With his long lasting experience of community-management he’s focusing at the moment in helping organizations and people to find their way to build communities via Social Intranets or Enterprise 2.0 and thereby change the way they’re working together.

Connect with Ingo on Twitter at @scytto or on Google+.

Ellen TrudeEllen Trude
Consultant and Facilitator at Open Thinking

For over 25 years, Ellen has worked in Corporate Training departments of a big German company and managed projects to change work and learning. She has developed courses based on social learning communities to qualify for the Employees social media and community management competences.

Connect with Ellen on Twitter at @e_trude or on Google+.

Oliver UeberholzOliver Ueberholz
Founder at mixxt

Oliver Ueberholz is founder and CEO of the European Social Enterprise Software vendor mixxt. He launched his first online community in 1998. Now he develops Social Media and Enterprise 2.0 strategies for organisations. He travels a lot and is actively connecting the web scenes of Asia and Europe.

Connect with Oliver on Twitter at @GetOliverLeon or on Google+.

Discussion Questions

  1. What exactly is “internal community management”, what’s “external community management”? How do the terms public community, enterprise social network and social intranet fit in?
  2. For the participants with experience in both internal and external CM: Do you had any special aha experiences which are perfect showcases for either similarities or contrasts?
  3. Does the hierarchy of an enterprise affect the moderative part of community management within an internal community?
  4. What are the possible added values for internal and external communities?
  5. What are the necessary skills and competences for internal and external CMs? What skills could be gained and which ones come with the characters?
  6. How could they be trained and coached?
  7. What are the different roles for internal and external CMs while doing their jobs?

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Sherrie Rohde

Community Manager at Magento
As the Community Manager for Magento, Sherrie connects people with resources and with each other, and, since she’s just a bit passionate about the topic, she also co-produces a weekly broadcast for community professionals called #CMGRHangout. An ENFP, Sherrie is obsessed with innovation, terrified of status quo, and motivated by adventure. 
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