Forum One Community Next Steps Share Deck
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Presentation from the Online Community Summit. Focuses on how to determine next steps when you have an existing successful online community.

Presentation from the Online Community Summit. Focuses on how to determine next steps when you have an existing successful online community.

More in: Technology , Business
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Transcript

  • 1. Defining Next for your Community Dawn Lacallade Community Manager, SolarWinds @DawnL and #solarwinds
  • 2. Picture: http://www.flickr.com/photos/haagsuitburo
  • 3.
    • Less understanding of the medium
    • More politics
    • More shiny objects
    • Critical not to just take the shiny object as the next step without analysis.
    Photo Credit: http://www.flickr.com/photos/mckaysavage/3016006648/
  • 4. Crossroads http://www.flickr.com/photos/kh-67/3339157498/
  • 5. Evaluate Existing Community
    • Participation levels
      • Watchers and creators.
      • Depth
      • Return Rate
    • Type of participation
      • Feedback
      • Ask or answer
      • Develop content
      • Recommend
      • Critique
      • Collaborate
    • How are you growing
      • Leverage existing participants
      • Grow participants- how?
    • Sentiment and Loyalty
    • Existing company performance/ participation
    Photo Credit: http://www.flickr.com/photos/saxcubano/440777294/
  • 6. Crossroads http://www.flickr.com/photos/kh-67/3339157498/
  • 7. Determine what you need - Slide - Customer/ Community Needs Business Needs http://www.flickr.com/photos/kimandshannon/3806011383/
  • 8. Defining CURRENT Business Needs
    • Start with the current business goals/ challenges and identify where community can help.
    • Make the stakeholders aware of what community can offer (list on next page)
    • Find the blend of quick hits and long term value.
    - Slide -
  • 9. Narrow Thinking - Slide - http://www.flickr.com/photos/chough/87501689/
  • 10. Explain what is possible!
    • Website
      • Grow traffic
      • SEO
      • Content creation- marketing
      • Product recommendations
    • Brand
      • Crisis Management
      • Case studies
      • Direct communication with customers
      • Find brand advocates
      • Personalize the company
      • Corporate or Exec branding
    • Support
      • Content creation- support
      • Content creation- learning
      • Questions and answers
    • R&D
      • Idea generation
      • Prioritization
      • Beta testing/ Focus Groups
      • Strategic partnering
      • Content Creation- software
    • Sales
      • Product recommendations
      • Use cases
      • Impulse buy
      • Question & Answer- pre-sales
      • Word of mouth marketing
    • Internal Community
      • Communication
      • Knowledge sharing
      • R&D
      • New employee education
    - Slide -
  • 11. Customer/Community Needs
    • Define customer sets (segments)
      • What types of customers come to your sites?
      • What do you know about these groups?
    • Identify what they need and when
      • When do they engage with the company and what are their goals?
      • How important are each of these areas to the user?
    • Score how we are delivering on these needs today.
    • Use this information to find the areas of greatest need/ opportunity from the Customer’s perspective.
    • Evaluate impact of new projects to existing members
    • ***ask customers***
    - Slide -
  • 12. Crossroads http://www.flickr.com/photos/kh-67/3339157498/
  • 13. Plot the shortest path
    • Finding the right projects
    • Tweak existing or start fresh?
    • Brainstorm projects that will deliver to the goals
    • Balance longer term with quick wins
    • Communicate clearly (set expectations)
    • Stakeholders + involved
    • Elevator level
    • Project manage the delivery
    http://www.flickr.com/photos/flyzipper/
  • 14. Prove it
    • Continue to measure community health metrics
      • Activity
      • Growth
    • Project level success measures
      • As you mature, this becomes more important
      • Must be in terms that match the business need
    • Getting to ROI that makes sense to your executives
    http://www.flickr.com/photos/mr_beaver/3486761520/
  • 15. - Slide - Caution: Be Realistic (What is reasonable to expect from your users) Understand Community (What it is and is not good for) Be True to your Brand
  • 16. Crossroads http://www.flickr.com/photos/kh-67/3339157498/
  • 17. Thank You! Questions?