The Business of Online Communities By Bryan Person LiveWorld

10% of all leads

“ It’s not rocket science, but it does take work.” --Chris Brogan

Communities: build or join?

Build

Join

Hybrid

Build

Join 3,381,203 fans

Hybrid

Building with a community partner

1) Strategy

2) Services

3) Technology

Why create a community?

Brand loyalty Sell more stuff Customer research Customer service channel Education Increase customer retention Product innovation

Brand loyalty Sell more stuff Customer research Customer service channel Education Increase customer retention Product innovation Support business goals !

Community culture: What kind of place?

Community management

Angela Connor GOLO – WRAL.com Mark Williams LiveWorld Connie Bensen Techrigy Jamie Pappas EMC | ONE

1) Spark/manage discussions

2) Help/connect members

3) Report back internally

Moderation

Easy-to-understand community standards

Member enforcement

Measurement

Community Engagement Index

Why communities fail

Joining: cross-Web tools/tactics

Where to join?

Be strategic: Choose outposts wisely

Create compelling content

“ Be a champion for your industry” -- Mitch Joel

http://www.flickr.com/photos/cc_chapman/ http://www.flickr.com/photos/chrisbrogan/1313067227/in/set-72157600286536357/ http://www.flickr.com/photos/oscalito/237301508/ http://www.flickr.com/photos/joi/2694770069/ http://www.flickr.com/photos/bryanperson/185479745/in/set-72157594332565425/ Flickr photos

http://www.flickr.com/photos/cc_chapman/

http://www.flickr.com/photos/chrisbrogan/1313067227/in/set-72157600286536357/

http://www.flickr.com/photos/oscalito/237301508/

http://www.flickr.com/photos/joi/2694770069/

http://www.flickr.com/photos/bryanperson/185479745/in/set-72157594332565425/

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