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10 Community Building Tips - share alike

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Presentation I gave at the Kluwer Somex Day. It sums up 10 tips and examples that will help you build a community in or around your company, brand or product. Inspired by Brains on Fire, Martin …

Presentation I gave at the Kluwer Somex Day. It sums up 10 tips and examples that will help you build a community in or around your company, brand or product. Inspired by Brains on Fire, Martin Lindstrom and my experience at Flanders DC.

Feel free to share and comment. Love to discuss with you guys.

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  • 1000 True Fans to make a living.It all started with One.Kevin Kelley: http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.phpThe gist of 1,000 True Fans can be stated simply:A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author – in other words, anyone producing works of art – needs to acquire only 1,000 True Fans to make a living.A True Fan is defined as someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.http://www.brainsonfire.com/blog/2011/08/29/the-roi-of-one-true-fan/
  • http://www.whatsnextblog.com/2008/10/fiskateers_how_a_social_community_became_a_veritable_sales_force/Fiskateers Case Study: How a Social Community Became a Veritable Sales Force by B.L. OchmanUPDATE: I first published this study in 2007, but Brains on Fire updated the data for me yesterday and you can read it in the Results section.Company: Fiskars Brands, Inc.Location: Madison, WIIndustry: B2CAnnual revenue: $206,000,000 (2007)Number of employees: 3925Quick Read:Though by no means cutting edge in the usual sense… scissors and related tools help drive the $30 billion craft and hobby industry (per the Craft & Hobby Association). Fiskars Brands, Inc., a global brand based in Helsinki, Finland, with U.S. headquarters in Madison, WI, was losing sales of craft tools—including its famed specialized scissors—to commoditized, cheaper products available in Wal-Mart and other chain stores.The solution? Create a community of Fiskars supporters who could spread the word that authentic Fiskars products are worth not only their price but also any special effort to obtain them. And target younger consumers, who are more active online. The result? Spectacular!The Challenge:Crafting is a $10 billion dollar industry with everyone from mom-and-pop stores to big-box giants selling a wide range of products. There isn’t a clear leader in this flooded market when it comes to sales, or to making a connection with passionate customers.In recent years, Fiskars Brands found itself losing market share to commoditized, cheaper rivals. It had a traditional website without much creativity, and no way to know who had influence in the crafting community. Its brand audit became a complaint session about consumers’ problems with the brand.“Fiskars customers had no emotional connection to their tools, scissors, crafting knives,” recalls Brains on Fire Word of Mouth Inspiration Officer Geno Church. “We had to find a way to create a close relationship with both customers and mom and pop stores.”The Campaign:Fiskars hired corporate identity consultants Brains on Fire in 2006 to help come up with a new image. Brains on Fire looked for how people socially discuss crafting, how they make their connections and who the influencers are. It set up 150 interviews with members of Yahoo crafting groups and joined conversations about crafting on message boards and other online communities.The agency’s research found a social and robust crafting community—and its age skewed younger than expected. It decided that it needed to create brand ambassadors to help connect Fiskars and the crafting community.After dozens of in-person interviews, it selected four women from various walks of life to become “The Fiskateers.” The ambassadors preside over a blog-based community, and they are paid for 15 hours a week of brand ambassador time.The goals of the Fiskars campaign:* Increase awareness and credibility* Increase online conversations* Create a community of hundreds of empowered, kindred spiritsNew Audience DiscoveredBrains on Fire hired blog researcher Umbria to do data mining in crafts blogs and public forums. It found that, at least online, crafting actually skews young. Previously, Fiskars had been targeting crafters in their 40s to 60s. This information was passed on to the Fiskateers, whose duties included blogging.Fiskateers received three days of training. One part of the day spent on transparency and explaining why they should not be “pimping” Fiskars. The blog exists as a venue for crafters.Fiskateers know that the company values their opinions, and that makes them feel important. The only way to join the Fiskateer community is to be invited by one of the four head Fiskateers.However, since actual crafting is done offline, most of the Fiskateers’ duties involve participation in offline groups called “crops,” where scrapbookers meet to share stories, tips, and techniques while getting some pages done. The crops help Fiskars feel “socially connected” to its customers, Church says.The four lead Fiskateersattend tradeshows and lead classes in scrapbooking at stores in their regions (and beyond). They build relationships with storeowners. They also have online chats with product developers so corporate officials can feel their customer excitement and passion.The Fiskateers’ enthusiasm and dedication to the program is authentic. “This truly is a movement of devoted crafters just wanting to have fun and share their love,” says Stephanie, one of the four Fiskateers.The program is not directed by Fiskars management. “We figured the Fiskateers would be smarter,” Church says. “They do events for Fiskars and are important to the brand.” Fiskateers can engage in conversation and spread the word about the company, taking the onus off management for doing so.Conversations lead to InnovationConversations on the Fiskateers blog can lead to big changes. For example, a woman complained about paper (from Fiskars sub-brand Heidi Grace) that had a glitter coating , saying that the paper was curling when she mounted it on a harder stock paper, and also curled up when she left it in her car. It turned out that heat was causing the paper to curl. Heidi Grace changed the manufacture of the paper before a huge amount of it was printed—saving potentially thousands of dollars in printing costs.And when Fiskars introduced a new paper cutter, it learned that the Fiskateer community hated it. The product was promptly redesigned. By listening to its community, Fiskars has gained consumer trust.Conversations leads to ConversionThe Fiskateers program is run by the PR division, not advertising, and reports to the PR director.Results:“It was our goal to create a long-term, sustainable movement,” says Spike Jones at Brains on Fire. “And I’m happy to say that’s what it happening.”Branded mentions of Fiskars products are up more than 600% mentioning Fiskars products by name (not including the Fiskateer blog and website, from 400% in 2007) on a per-week basis since the program began.There are now more than 5,000+ (up from 1,200 members in 2007) of the Fiskateers community, and each one is a brand ambassador who spreads the message to other crafters. Sales are up, although Fiskars declines to say by how much. The program successfully de-commoditized Fiskars tools and made crafters value them beyond price.Additional 2008 Results Update::- Visitors to the site from 50+ countries (regularly)- Memmbers in all 50 states- 1,000 trained, certified volunteer Fiskars demonstrators (the company brought 50 top Fiskateers on an all-expense paid trip to San Antonio and trained them with the intent of them going home and training 20 a piece. Now, when a big box store needs someone to teach a class using Fiskars products, they PAY these demonstrators to come in.)- 1.5+ million visits to the website since its launch, with escalating uniques each month- Brains on Fire reports that “When a lead Fiskateer visited, stores experienced three times the sales growth of other stores in Q1 of 2007. Stores visited by Fiskateers have more than doubled their sales.”With the Fiskateers is in it’s third year, there are now five lead Fiskateers – one original and four new ones. Two of the former leads are now employees of Fiskars.Lessons Learned:Creating a community with an emotional connection to your product is a huge sales advantage, but it can come with a long-term commitment.“If you empower your customers to become your evangelists, you better be prepared to continue it,” says Church. “It’s permanent when you engage in this type of marketing.Create predefined roles for those who will manage your community.Realize that you may be surprised at who is really your community. Fiskars had always assumed that its core crafting audience was over 45, but its campaign revealed that many of its consumers were much younger. That information helped it design new products.Once you have created the community, listen. Fiskars made several changes to its products based on what it discovered through its Fiskateers community. Doing so helped build customer trust and loyalty.Related Links:- Fiskars website- Fiskar Crafts- Fiskateers- Fiskateers Blog- Brains on Fire- Craft & Hobby AssociationNote: Fiskars annual revenue and number of employees are based on Hoovers.com data. First published 2007
  • 2 min
  • It all starts with the first conversation.Start talking to people. It will give you qualitative insight.Because no strategy survives contact with the customer.There is a lot of hineininterpretierung going on. We all do it.Ask deep, unexpected questions, catch them off guard.
  • Live it, On and offline
  • Interne communicatie bij Nike: InspirationLeadershipEmpowerment & shared ownership + shared responsibility = 2.0Communication bigger picture and purposeLLT meetings
  • Powerful identities
  • Treat ‘em like rock stars

Transcript

  • 1. BuildingEngagement
  • 2. Zonder drempel = meer posts maar minder interactieTip: bouw drempel in (hier: Kandidaat stellen om lid te worden)Tip: modereer (zelfpromo posts deleten, zelf reageren, andere leden vragen om te reageren)
  • 3. Content distributie & sharing onlineImage courtesy of @bnox at conversity.be
  • 4. Tip 1:Probeer geen passiete creëren maar zoekmensen die algepassioneerd zijn.
  • 5. Leestip! Of kijk naar:http://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html
  • 6. Tip 2 : Zoek naar de fans die veel lawaai maken
  • 7. Tip 3: Hetbegint metde eersteconversatie
  • 8. De kenmerken van een goede relatie
  • 9. Tip 4: Bouw drempels
  • 10. Online zoeken, offline beleven
  • 11. Samen je passie beleven
  • 12. Tip 5: Live it. On&OfflineFoto: http://codesoftly.com/2011/04/wheres-the-off-switch-on-this-thing.html
  • 13. http://www.slideshare.net/mobilevikings/low-budget-marketing-the-viking-approach
  • 14. Doel = word of mouth. Maar werkt dat ook? Experiment... © Martin Lindstrom
  • 15. © Martin Lindstrom
  • 16. © Martin Lindstrom
  • 17. Verkoop van wijn na aanprijzen door vrienden © Martin Lindstrom Tip 6: Boek resultaat. • Kleine mijlpalen. Meet ze. Communiceer ze.
  • 18. © Martin LindstromDe ideale ambassadeurs voor word of mouth volgens Martin Lindstrom
  • 19. Nike Maxims1. It is our nature to innovate.2. Nike is a company.3. Nike is a brand.4. Simplify and go.5. The consumer decides.6. Be a sponge.7. Evolve immediately.8. Do the right thing.9. Master the fundamentals.10. We are on the offense. Always.11. Remember the man. Tip 7: Inspireer. Maak de leiders van je community sterker met kennis en know-how
  • 20. Tip 8: zorg voor een sterke, herkenbare visuele identiteit
  • 21. Tip 8b: Beloon kennisinspanningen met badges.Hier: pin voor Fiskateers die opleiding volgden om groepssessies tegeven in winkels
  • 22. Tip 9: Behandel de ledenvan je community als rocksterren.Word fan van je fans.
  • 23. 114
  • 24. The Art of Evangelism (Guy Kawasaki)1. Create a cause. As the previous blog called “Guys Golden Touch” 6. Learn to give a demo. An “evangelist who cannot give a great demo” explained, the starting point of evangelism is having a great thing to is an oxymoron. A person simply cannot be an evangelist if she cannot evangelize. A cause seizes the moral high ground. It is a product or demo the product. If a person cannot give a demo that quickens the service that improves the lives of people, ends bad things, or pulse of everyone in the audience, he should stay in sales or in perpetuates good things. It is not simply an exchange of things/services marketing. for money. 7. Provide a safe first step. The path to adopting a cause should have a2. Love the cause. “Evangelist” isnt simply a job title. Its a way of life. It slippery slope. There shouldnt be large barriers like revamping the means that the evangelist totally loves the product and sees it as a way entire IT infrastructure. For example, the safe first step to recruit an to bring the “good news.” A love of the cause is the second most evangelist for the environment is not requiring that she chain herself important determinant of the success of an evangelist--second only to to a tree; its to ask her to start recycling and taking shorter showers. the quality of the cause itself. No matter how great the person, if he 8. Ignore pedigrees. Good evangelists arent proud. They dont focus on doesnt love the cause, he cannot be a good evangelist for it. the people with big titles and big reputations. Frankly, theyll meet3. Look for agnostics, ignore atheists. A good evangelist can usually tell if with, and help, anyone who “gets it” and is willing to help them. This is people understand and like a product in five minutes. If they dont, cut much more likely to be the database administrator or secretary than your losses and avoid them. It is very hard to convert someone to a new the CIO. religion (ie, product) when he believes in another god (ie, another 9. Never tell a lie. Very simply, lying is morally and ethically wrong. It product). Its much easier to convert a person who has no proof about also takes more energy because if one lies, then it is necessary to keep the goodness or badness of the evangelists product. track of the lies. If one always tells the truth, then theres nothing to4. Localize the pain. No matter how revolutionary your product, dont keep track of. Evangelists know their stuff, so they never have to tell a describe it using lofty, flowery terms like “revolutionary,” “paradigm lie to cover their ignorance. shifting,” and “curve jumping.” Macintosh wasnt positioned as the third 10. Remember your friends. Be nice to the people on the way up because paradigm in personal computing; instead, it increased the productivity one is likely to see them again on the way down. Once an evangelist and creativity of one person with one computer. People dont buy has achieved success, he shouldnt think that hell never need those “revolutions.” They buy “aspirins” to fix the pain or “vitamins” to folks again. One of the most likely people to buy a Macintosh was an supplement their lives. Apple II owner. One of the most likely people to buy an iPod was a5. Let people test drive the cause. Essentially, say to people, “We think Macintosh owner. One of the most likely people to buy whatever you are smart. Therefore, we arent going to bludgeon you into Apple puts out next is an iPod owner. And so it goes. becoming our customer. Try our product, take it home, download it, Live long and kick butt. and then decide if its right for you.” A test drive is much more powerful Written at: Marriott Hotel, San Francisco, California than an ad. http://blog.guykawasaki.com/2006/01/the_art_of_evan.html
  • 25. © Martin LindstromTip 10: Het effect van co-creatie en seeding.Langer onder de publieke radar = snellere adoptie wanneer je publiek gaat
  • 26. ContactKoen Peeterskoen_peeters@telenet.behttp://www.linkedin.com/in/kpeeters