Capturing Community (Michael Silverman, Duo Consulting)

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Slides from Michael Silverman, Founder & CEO of Duo Consulting. Presented at the 2012 Drupal Business Summits in Toronto, Chicago & NYC.

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  • The race is on to own the conversation in your space. \nAre you a marketing professional, passionate entrepreneur or association manager? \nThink outside the box - are their opportunities available to Capture Communities online.\n\n\n
  • A student of Commerce almost 30 years, I'm an entrepreneur, innovator and founder of Chicago-based Duo Consulting in Chicago. But I first started creating communities in 1997, when I launched RehabCentral.com. \n
  • In a social network people are held together by pre-established relationships. Connections are built one at a time, and people join to maintain old relationships. Content is mixed in with everything else.\n\n
  • Building relationships is an important strategy for reaching your audience. Entice your audience them to take the conversation inside your walls, including leaders in your market that should be attracted by the audience.\n\n\n
  • In a community people come together under a common goal or purpose. They have a common interest - something members are passionate about like a project, lifestyle, profession. People join the community because they care about the purpose.\n
  • The focus of your community should be on user-generated content. The collective voice of your members is most important. Write in a conversational tone and make information easy to share.\n\n \n
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  • Duo created Built in Chicago which is an activity-based community for digital professionals creating businesses. Just like any business you need to stand for SOMETHING - A clear position is an identifying force for your members. \n\n
  • Duo created Built in Chicago which is an activity-based community for digital professionals creating businesses. Just like any business you need to stand for SOMETHING - A clear position is an identifying force for your members. \n\n
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  • Beginning with tribes associations emerged to unite around a common purpose. Providing members a place to continue the conversation, promote events, and foster relationships. Is there a business opportunity like RehabCentral?\n
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  • One of the most successful examples is American Express OPEN which hit a million views per month in 2010. The OPEN Forum brand drew in Guy Kawasaki and Pete Cashmore from Mashable) as contributors\n
  • Twitter, eBAY (as x.com) and Symantic have all built tech support communities using Drupal.\n\n\n
  • Symantec Connect is a platform to publish information and facilitating customer interaction. Tech support communities can offer a great ROI.\n
  • Build your community on a platform that can change as you grow. Consider scalability, flexibility, dependability, customizability, and usability. If you're using WordPress you're probably not thinking “community.”\n\n
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  • At LitReactor they encourage interaction by giving members badges to enhance their reputation. Other options like point systems, titles (reputation), milestones, (member since xx) validate their position in the community. \n\n\n
  • Incentives are key to drive success. Hard incentives - like a $5 gift card have the highest success rate but there are other ways to get your community interacting like badges or titles.\n\n\n
  • At LitReactor they encourage interaction by giving members badges to enhance their reputation. Other options like point systems, titles (reputation), milestones, (member since xx) validate their position in the community. \n\n\n
  • Metrics point to factors like participation, influence, content, and networking activity. Truly understanding how people interact online, and OWNING the space where the conversation happens is quite valuable.\n
  • Communities present relevant ads to relevant customers like trade magazines - just don’t be too salesy. Try sponsorships and/or advertising, premium content & merchandise, and commissions on advertising to start.\n\n\n
  • Come for the content and stay for the community. Seed your community to present the façade of activity early. Appeal to your audience emotionally, and create interaction among members. It's all about the conversation.\n
  • Thank you\n
  • Be a catalyst. Launch surveys, start discussions, ask for comments. Seek out people who play an active role and ask them to participate. Don’t over-manage - use a light touch to keep your community thriving.\n
  • Where do potential members “live”? OPEN Forum’s API integration with LinkedIn drew in small business professionals. Give Members a test run - and don’t ask for too much contact information. \n
  • Change.org uses collective action accomplish a goal. Late 2011 a Change.org member recruited more than 300K BOA customers to protest a new $5/month for debit card for purchasing. Groupon is another example of a goal-oriented community. \n
  • eBay has x.commerce\n
  • It doesn’t need to be fancy\n
  • Capturing Community (Michael Silverman, Duo Consulting)

    1. 1. Capturing CommunityHow to build, manage and market yourcommunity onlineby Michael SilvermanCEO Duo Consultingmsilverman@duoconsulting.com
    2. 2. Capturing CommunityHow to build, manage and market your Marketing/ Sales C A PTUR Icommunity online NG COM MUNI How to TY Build, M C A P TU anage a By Mich nd Mark ael Silve et Your Founde rman Online C ommun RIN G r & CEO Duo Co nsulting ity C O MM Online c ommun your tar ities bre ak throu UNIT Y get mar gh the m entrepre ket on a edia clu neurs c persona tter and an use l level. M engage create lo them to arketers ng-term drive us , manag online c value on er-gene ers, and ommun line. Wh rated co become ities cre en align ntent an s a tang ate a ve ed with d ible bus nue for your org iness as audienc anizatio set. e intera n, ction th at In Captu ri gives yo ng Community, u the to online c ols and Duo Consulting ommun te CEO Mic ities. Dra chniques requ wisdom of leadin wing fro ired to c hael Silverman g social m reate BY MI C media m his years of exp powerful arketers e , Micha rience and the in onlin el show e comm s you: unities. SILV E R H A EL online c ommun ity. MAN success . the com m promoti unity, from tec onal cha hnology nnels. toby Michael SilvermanCEO Duo Consultingmsilverman@duoconsulting.com
    3. 3. About.me
    4. 4. About.me
    5. 5. Social NetworkInformation flow is just a streamof comments from disparate sourcesFan pages or Groups sufferfrom an identity crises .Active management neededto encourage interactionand growth.
    6. 6. Social NetworkInformation flow is just a streamof comments from disparate sourcesFan pages or Groups sufferfrom an identity crises .Active management neededto encourage interactionand growth.
    7. 7. Facebook isn’t CommunityFans don’t have common interestsThey don’t participate on Facebook pagesIt’s a one-sided conversationNumbers are all that matterGimmicks drive the actionSource: http://www.convinceandconvert.com (http://s.tt/1baSC)
    8. 8. Facebook isn’t CommunityFans don’t have common interestsThey don’t participate on Facebook pagesIt’s a one-sided conversationNumbers are all that matterGimmicks drive the actionSource: http://www.convinceandconvert.com (http://s.tt/1baSC)
    9. 9. CommunityPeople connect around acommon interestIndividual or commoninterests?Make friends with strangers.
    10. 10. CommunityPeople connect around acommon interestIndividual or commoninterests?Make friends with strangers.
    11. 11. Get People Talking Conversations are central to online community Facilitate member communication Offer opinions and ask questions that requires members to share
    12. 12. Get People Talking Conversations are central to online community Facilitate member communication Offer opinions and ask questions that requires members to share
    13. 13. Audience Spectators Critics CreatorsSpectators“lurkers”(read but don’t comment)Critics commentCreators Contribute
    14. 14. Audience Spectators Critics CreatorsSpectators“lurkers”(read but don’t comment)Critics commentCreators Contribute
    15. 15. Types
    16. 16. TypesLocationActivity-basedDemographicGoal-orientedBrand-sponsoredTech Support
    17. 17. Location
    18. 18. Location
    19. 19. Activity-Based
    20. 20. Activity-BasedBuilt In Chicago is a resource for ‘digital professionalsworking to build great web and mobile businesses.Activity-Based mission to connect, educate andpromote the growing digital community in Chicago.
    21. 21. Activity-based
    22. 22. Demographic
    23. 23. AssociationsUnite around a common purposeA place to continue the conversation,promote events, content for members.Where does your community live?Check out, blogrolls, and influencers.
    24. 24. AssociationsUnite around a common purposeA place to continue the conversation,promote events, content for members.Where does your community live?Check out, blogrolls, and influencers.
    25. 25. Goal-Oriented
    26. 26. Brand Sponsored
    27. 27. Brand Sponsored
    28. 28. Tech Support User-Communites that provide tech support can be of tremendous benefit to companies
    29. 29. Tech Support User-Communites that provide tech support can be of tremendous benefit to companies
    30. 30. Symantec Connect
    31. 31. Incentive SystemsFirst you understand yourmember’s motivationsThen provide incentives andcreate barriers to entry
    32. 32. Incentive SystemsFirst you understand yourmember’s motivationsThen provide incentives andcreate barriers to entry
    33. 33. Badges
    34. 34. Badges
    35. 35. Engagement
    36. 36. Monitization Advertising & Sponsorships Premium Content Brokering & Commissions Personal Opportunities
    37. 37. Monitization Advertising & Sponsorships Premium Content Brokering & Commissions Personal Opportunities
    38. 38. Take-AwaysStand for something - that peoplewant to feel a member of.Attract visitors with content -who stay for the community.Act as a catalyst. Sign up in stages. Get People Talking.Photos and video are elements of engagement
    39. 39. Take-AwaysStand for something - that peoplewant to feel a member of.Attract visitors with content -who stay for the community.Act as a catalyst. Sign up in stages. Get People Talking.Photos and video are elements of engagement
    40. 40. 20 W Kinzie, Suite 1510 Chicago, 60654 -msilverman@duoconsulting.com@MSilvermanDuo - 312-529-3000
    41. 41. Community ManagementYour job is to act as a catalystEncourage engagement, recruit membersand organize groupsSeed your community withmembers and contentStand back and listen -Get people talking
    42. 42. Community ManagementYour job is to act as a catalystEncourage engagement, recruit membersand organize groupsSeed your community withmembers and contentStand back and listen -Get people talking
    43. 43. Social GraphMake it easy to sign up -Login with Facebook,Twitter or LinkedInFind your socialconnectionsCreate surveys andpolls to promoteconversation, feebackforms and FAQs for support
    44. 44. Social GraphMake it easy to sign up -Login with Facebook,Twitter or LinkedInFind your socialconnectionsCreate surveys andpolls to promoteconversation, feebackforms and FAQs for support
    45. 45. Goal-Oriented
    46. 46. Tech Support

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