The Business of Online Communities

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A presentation on the business of online community building and management, delivered by Bryan Person, social media evangelist at LiveWorld, on Wednesday, April 15, 2009. …

A presentation on the business of online community building and management, delivered by Bryan Person, social media evangelist at LiveWorld, on Wednesday, April 15, 2009.

Bryan spoke to Mary Lou Roberts‘ Harvard Extension School marketing class, Social Media for Web 2.0.

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Transcript

  • 1. The Business of Online Communities By Bryan Person LiveWorld
  • 2. 10% of all leads
  • 3. “ It’s not rocket science, but it does take work.” --Chris Brogan
  • 4. Communities: build or join?
  • 5. Build
  • 6. Join
  • 7. Hybrid
  • 8. Build
  • 9. Join 3,381,203 fans
  • 10. Hybrid
  • 11. Building with a community partner
  • 12. 1) Strategy
  • 13. 2) Services
  • 14. 3) Technology
  • 15. Why create a community?
  • 16. Brand loyalty Sell more stuff Customer research Customer service channel Education Increase customer retention Product innovation
  • 17. Brand loyalty Sell more stuff Customer research Customer service channel Education Increase customer retention Product innovation Support business goals !
  • 18. Community culture: What kind of place?
  • 19.  
  • 20.  
  • 21.  
  • 22. Community management
  • 23. Angela Connor GOLO – WRAL.com Mark Williams LiveWorld Connie Bensen Techrigy Jamie Pappas EMC | ONE
  • 24. 1) Spark/manage discussions
  • 25. 2) Help/connect members
  • 26. 3) Report back internally
  • 27. Moderation
  • 28. Easy-to-understand community standards
  • 29.  
  • 30.  
  • 31. Member enforcement
  • 32. Measurement
  • 33. Community Engagement Index
  • 34. Why communities fail
  • 35. Joining: cross-Web tools/tactics
  • 36. Where to join?
  • 37. Be strategic: Choose outposts wisely
  • 38. Create compelling content
  • 39.  
  • 40. “ Be a champion for your industry” -- Mitch Joel
  • 41.
    • 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
  • 42. E-mail me [email_address]