Community 2.0


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Understand the keys to creating and nurturing an online community for association members.

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  • Community – we all know it, not a new concept for us, new way to experience itSocial media  changes in ways people associate, new opportunities for relationship-building & learningCommunity 1.0 – what you’ve always hadFostering that same sense of community online – 2.0
  • Building a community – barn raising, many hands, helping each other achieve our goalsImage:
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  • What do these collections of people have in common?
  • Image:
  • What are some of the communities you belong to?Image:
  • Collaboration – can also mean a common action, working for a causeFun = different meanings depending on age. Remember, museums can be fun too.
  • Integration of F2F & online is key. Online interactions pave the way for real life meet-ups.
  • Safe and trusted –guidelines provide community covenantResponsive – feedback, nimble – evolving, make changes (those without budgetary implications or needing board approval)
  • Goals:Build and nurture a welcoming and inclusive community supporting the professional needs of members.Develop scientific and technical content and expertise. Support leadership development.
  • Onboarding =helping new employees become productive members of an organization, more than just orientation, extends beyond first few days
  • #1 in Plan of Activities: key member segments, how you define themDiscuss POA – living doc, serves as way to keep on track as well as a reporting tool at end of yearLevels of IFT involvement - highly involved like you  participating members  mailbox members  at risk members
  • Onsite– mix of divisions at table – good – discuss together, learn from each otherVirtual – same exercise – frame of mind to know what this community needs to offerReview –common ones across divisions at each table, get virtual inputHow do you get to know your members better? Staff has demographic data.Listen to conversations.Poll – beware survey fatigueAsk – check in with them, one by one.
  • Reason for exercises:Have awareness and understanding of the various member types within your division, different needs, challengesUnderstand the value of this community and the solutions it will provide to those types -- you’re the salespeople
  • Quality of interaction, not quantity. Small vibrant community  WOM.Start small. Easier to focus on one niche’s needs, pain points – understand what might motivate them. Most effective method – personal invites.Seed social media outposts with breadcrumbs to community/homebase – snippets of discussions, or links to resourcesWOM  more champions
  • Cherish your lurkers, they may not participate (yet!), but they help market the community.
  • Annual meeting 3 months away, good oppty to bring meeting to community and vice versa.Think about ideas for future meetings.Benefit of community – easier to meet new people online, breaks ice for real life meetings. Demonstrations, orientations (one-on-one)Extending the conference experienceContinuing discussion online – weekly series after conferenceReporter in each session – takeaways in community, cross-market elsewhere – daily newsSpecial appearances by speakers/authors – before and afterPerks for community members – buzz - sponsoredMeet-up for early adopters – only advertise within communityCommunity loungeExercise – ideas on incentives - what level of gift certificate would prompt them to participate ($10, $15, $25 or $50) and what other types of recognition or outreach could encourage contributors?
  • Will highlight sessions (and related IFT resources) pertaining to our 11 Key Focus Areas & Core SciencesPlace for attendees to meet up, make new connections, etc.Willhave a concierge in this center to help attendees plan their schedule.
  • Once awareness is created, or profile is created, not enough - need to encourage regular participation -- challenge
  • Exercise analogy – value, priority, give yourself the tools to make it a habit
  • Motivations come into play with establishing habits – think about how these might work with your personaFulfillment of needs, ROI, gain - transformational experience (church, Marines, AA)Altruism, greater goodReputation, status, influenceClub, belonging, social connectedness, membershipFeel good, shared emotional connectionDiscussion – virtual too – how are you going to make the community a habit, overcoming time hurdle?
  • Not enough content/discussions – perceived value
  • Can’t find the relationships they wantNot enough participants/influencersToo few committed championsDon’t know how to network, few do - vendors who depend on it are often the most awkward, focusing on sales, not relationshipsListen, ask questions, it’s easy to talk about yourself, resist unless askedMeeting online makes this process easier, breaks the ice, you know a bit about the other personTonight – would be easy to only hang out with those you already know, but make a point to meet a few new people – you have a lot to talk aboutHow you’ll make community a habit, what type of activity will draw people inAlum questions – best thing about college years, your favorite class or professor/why1st concert
  • Avoid this common association “country club” syndrome – new members feel like it’s too cliquey, or only the “popular kids.”Community – way to get mailbox members involved.
  • Image:
  • Be able to talk about “what’s in it for me,” your personal Return on Investment, and how you make it work in your life.
  • Discussion - #2 in plan of activities – What kind of contribution do we expect from our members? (and how do we make that easy for them, alluring to them?)Prompts to make it meaningful- create profiles, join groups, participate in a conversation, share a link, ask a questionHow to make a habit – IFT in 10 minutes/day, 30 minutes/week – video tutorials, other online helpPersonal touch - 1-1 demo, email with instructions on profile set up, suggest groups, show RSS/emails; introduce to others; follow upNewbie home - introduction forums -- help people familiarise themselves with community, ask a fun question that allows them to express their personality or interesting things about themselvesHostess – introductions, at ease, keep discussion livelyProvide scaffolding – yet still be open and collaborative in your sensibility or culture
  • Value propositionSchedule prompts return to community, part of routineFeedback, evolving, learn as go
  • Encourage your fans – those who contribute, who market, who participateImage:
  • Goal – IFT is this community, virtual associationRecognition and thanking is critical. Reward good behavior. Ideas on that?
  • Activity: Pair up – community among divisionsWork with a leader from another division after the meeting on community review & development.Review each other’s community, share tips & lessons learned. Create a plan to check-in on each other’sprogress.Conference Teams (before, during, after) – integrating community and meeting, extending experienceProvocateurs – post provocative questions about cutting-edge research, processes, etc. to encourage discussionLiaisons – gather feedback from group members to learn more about their needsWelcome Wagon – welcome new members to group, check in on inactive membersRecognition – help staff identify members for recognition, send along personal thanksHosts – how members how to use community effectively, match mentors with potential mentees, or introduce likely peersAmbassadors – “seed” official and unofficial outposts with “breadcrumbs” from the community – snippets of discussion – blurbs that will lure members to community
  • Community 2.0

    1. 1. Community 2.0<br />Deirdre Reid<br />March 3, 2011<br />Institute of Food Technologists<br />
    2. 2. Welcome virtual colleagues!<br />2<br />
    3. 3. Take-aways<br />Ingredients of a thriving online or ‘real life’ community<br />Understanding of motivations and needs the community will satisfy, and benefits of community participation<br />Steps to creating a thriving online community<br />Member awareness<br />Member adoption - overcoming hurdles<br />Member engagement<br />Your role as community champions<br />3<br />
    4. 4.
    5. 5. What does your community feel like?<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9. Ingredients for a Thriving Community<br /><ul><li>Value - meets the needs of members
    10. 10. Collaboration toward a clear and common purpose
    11. 11. Shared interests, passions and experiences
    12. 12. Fun</li></ul>9<br />
    13. 13. Ingredients for a Thriving Community<br /><ul><li>Core group of committed active participants
    14. 14. Clusters – small groups or niches
    15. 15. Integration of face-to-face (F2F) and online</li></ul>10<br />
    16. 16. Ingredients for a Thriving Community<br /><ul><li>Safe and trusted environment
    17. 17. Reliable schedule of activities
    18. 18. Responsive and nimble
    19. 19. Easy to navigate and interact</li></ul>11<br />
    20. 20. Steps to Community 2.0<br />Get buy-in. <br />Establish goals that are aligned with organizational goals.<br />Rally your champions – staff and members.<br />12<br />
    21. 21. Steps to Community 2.0<br />Know your members and their needs.<br />Provide solutions to those needs.<br />13<br />
    22. 22. Steps to Community 2.0<br />Market the community – awareness<br />Facilitate onboarding – adoption <br />Nurture community – engagement <br />14<br />
    23. 23. Know Your Members<br />What are the different member segments in your division?<br /><ul><li>Level of IFT involvement
    24. 24. Career stage
    25. 25. Generation (Boomer, GenX, Millennial)
    26. 26. Online/digital comfort level
    27. 27. Geographic
    28. 28. Locally connected or isolated?
    29. 29. Others?</li></ul>15<br />
    30. 30. Discuss amongst yourselves:<br />Identify the key member segments in your divisions.<br />What professional challenges and membership needs are common across divisions? <br />Which ones are unique to your division?<br />16<br />
    31. 31. Discuss amongst yourselves:<br />What are the advantages of participating in the larger IFT community? <br />And, the disadvantages of not participating?<br />17<br />
    32. 32. Create Awareness<br /><ul><li>Start small. Focus on your niche.
    33. 33. Personal invitations.
    34. 34. Seed outposts with breadcrumbs.
    35. 35. Find more champions.</li></ul>18<br />
    36. 36. Identify New Cluster Champions<br />19<br />
    37. 37. Community 2.0 Live<br /><ul><li>Demonstrations, orientations
    38. 38. Extending the conference experience
    39. 39. Daily news
    40. 40. Continue the conversations
    41. 41. Guest appearances
    42. 42. Perks for community members</li></ul>20<br />
    43. 43. Knowledge Center<br />21<br />
    44. 44. Adoption<br />Onboarding community members:<br /><ul><li>Removing hurdles to online engagement.
    45. 45. Help develop community habits.
    46. 46. Showing the path.</li></ul>22<br />
    47. 47. Discussion<br />What hurdles stand in the way of member participation in the community?<br />23<br />
    48. 48. Hurdle = Time<br />Fact:<br /> 47.2% of dropped members don’t have time to participate in division activity.<br />24<br />
    49. 49. Factors that create habitual visits<br /><ul><li>External/social pressure
    50. 50. Regular schedule/appointment
    51. 51. RSS feeds or emails
    52. 52. Reliable schedule - weekly appointment
    53. 53. Repeat exposure in a short time period
    54. 54. Intrinsic pressure or desire – inner motivation</li></ul>Think about it: how do (or will) you fit this community into your own life?<br />25<br />
    55. 55. Motivation<br /><ul><li>Fulfillment of needs
    56. 56. Altruism
    57. 57. Status
    58. 58. Social connectedness</li></ul>Think about it: What motivates you to participate? What might motivate the different types of members in your division? <br />26<br />
    59. 59. Hurdle = Lack of Value<br />Fact:<br /> 35% of dropped members didn’t see the value in division membership.<br />27<br />
    60. 60. Hurdle = Lack of Alluring Participants<br />Fact:<br /> 28% of dropped members indicated that the networking opportunities didn’t meet their needs.<br />28<br />
    61. 61. Hurdle = Echo Chamber<br /><ul><li>Go for diversity.
    62. 62. Reach out to the periphery.
    63. 63. Find other influencers.</li></ul>29<br />
    64. 64.
    65. 65. Nurturing Community 2.0<br />First, know thyself.<br /><ul><li>Understand your personal WIIFM.
    66. 66. Be ready to share how you fit the community into your life.</li></ul>31<br />
    67. 67. Provide paths.<br /><ul><li>Provide prompts.
    68. 68. Show how to make it a habit and how to participate meaningfully.
    69. 69. Give a personal touch.
    70. 70. Give newbies a place of their own.
    71. 71. Be the hostess with the mostess.</li></ul>32<br />
    72. 72. Community Credo<br /><ul><li>Be worth my time.
    73. 73. Keep a regular schedule.
    74. 74. Be responsive and nimble.</li></ul>33<br />
    75. 75.
    76. 76. Community Credo<br /><ul><li>Encourage your cheeseheads.
    77. 77. Be a safe place.
    78. 78. Think small.</li></ul>35<br />
    79. 79. Community Credo<br /><ul><li>Take the community into real life.
    80. 80. Recognize good work.</li></ul>36<br />
    81. 81. Community Teams<br />Conference<br />Before<br />During<br />After<br />Provocateurs<br />Liaisons<br />Welcome Wagon<br />Recognition<br />Hosts<br />Ambassadors<br />37<br />
    82. 82. Questions? Discussion?<br />38<br />
    83. 83. Deirdre Reid<br />Reid All About It<br />@deirdrereid<br /><br />(919) 414-3477<br />Garner (Raleigh), NC<br />