Developing & Engaging
Online Communities

Stephen Warley
swarley@bostonknows.com


May 1, 2009
Organizations


Communities


Social Networks
Organize around a unique mission,
interest or need to harness the passion
of individuals to serve your organization,
commu...
Stop Chasing Buzz Words,
Create Communication Strategies
Stop Marketing,
Develop Relationships
Give First,
Then Receive
Be Genuine
Start Small
If You Think It’s Cool,
   That’s a Red Flag
Keys to
Community Development

        Focus
        Listen
        Engage

        Commit
Who Are You?

1.   What is the unique need you are serving?
2.   How is your offering or approach unique?
3.   Who are you...
80/20 Rule
for Managing Resources


80% Output v. 20% Input

20% Output v. 80% Input
Your Primary Goal

  Fueling and Directing
Your Community’s Passion
Turning Your Website
   Into a Community

1.   Be a Resource
2.   Focus on Members/Supporters
3.   Change Homepage Regular...
downtownwineandspirits.com
rtnda.org
artsandbusinesscouncil.org
localbroadcastsales.com
tools for sharing
Choosing Digital
Communication Tools

1.   Marketing Goals
2.   Financial Resources
3.   Time Management
4.   Viral Impact...
Marketing Goals

1. Sales Conversion
2. Lead Generation
3. Engagement
Financial Resources

1. Return on Investment
2. Free
Time Management

1. Workflow Assessment
2. “Unknowingly” Creating Content
3. Learning Curve
Leave a Voice Mail for Your Community




utterli.com
Take a Photo with Your Cell Phone and Post to Flickr




flickr.com
Tweet During Events From Your Cell Phone




twitter.com
Viral Impact

1.   Genuine
2.   Unique Content
3.   Easy to Share
4.   Identifying Influencers
youtube.com “real life Facebook”
HubArts.com
jimsullivanink.com
universalhub.com
http://stevegarfield.blogs.com/
Identifying Influencers

 1.   Regularly Contact You
 2.   Bloggers
 3.   Active Contributors
 4.   Frequent Commenting
Communication Behavior

     1. Age
     2. Survey Habits
     3. Experiment
surveymonkey.com
Technology Comfort Level

      1.   Novice
      2.   Intermediate
      3.   Curious
      4.   Advanced
Recommended Digital
    Communication Tools

•   E-mail    • Twitter
•   Video     • Social
                Networks
•   P...
Types of E-mail

 1. One-on-One
 2. Blasts
 3. Newsletters
mailchimp.com
E-mail: Marketing Goals

   1. Sales Conversation
   2. Lead Generation
   3. Engagement
E-mail: Time & Money

   MODERATE
E-mail: Viral Impact

     HIGH
E-mail: Ease of Use

Production: EASY
Consumer: EASY
E-mail Recommendations

 1. Customize Messages
 2. Monitor Open and
    Click Through Rates
 3. Keep It Brief
 4. Clear Ca...
1.   Personal Referrals
2.   What Is Consumer Benefit?
3.   Be VERY Specific
4.   Start with an Action Word (search Google...
dailycandy.com
Types of Video

Distribution:      Content:
1.   Own Website   1. Interviews
2.   YouTube       2. Expertise
3.   Podcasts...
vailmusicfestival.org
expertvillage.com
huntingtontheatre.org
www.youtube.com/yellowpages
gardnermuseum.org/music/podcast/theconcert.asp
Video: Marketing Goals

   1. Engagement
   2. Lead Generation
   3. Sales Conversation
Video: Time & Money

      HIGH
Video: Viral Impact

      HIGH
Video: Ease of Use

Production: DIFFICULT
Consumer: EASY
Video Recommendations

 1.   No Longer Than 5 Minutes
 2.   Flip Camera
 3.   Apple iMovie
 3.   Start with Interviews
 4....
theflip.com
www.youtube.com/user/NYTVF
Types of Photos

Distribution:      Content:
1.   Own Website   1. Your Community
2.   Flickr        2. Events
3.   Facebo...
facebook.com Search “BIMA”
flickr.com Search “arts boston” under “groups”
tenbyten.org
Photos: Marketing Goals

    1. Engagement
    2. Lead Generation
    3. Sales Conversation
Photos: Time & Money

   MODERATE
Photos: Viral Impact

      HIGH
Photos: Ease of Use

Production: MODERATE
Consumer: EASY
Photo Recommendations

 1. Focus on Community
 2. E-mail to Flickr
 3. Be Creative
Types of Blogs

1. Expertise
2. Member News
3. Organization News
bostonhandmade.blogspot.com
runningahospital.blogspot.com
bostonist.com
bostonreb.com
overheardinnewyork.com
Blogs: Marketing Goals

    1. Engagement
Blogs: Time & Money

  Time: HIGH
  Money: LOW
Blogs: Viral Impact

  MODERATE
Blogs: Ease of Use

Production: MODERATE
Consumer: EASY
Blog Recommendations

 1.   Sharp Focus
 2.   Conversational
 3.   Encourage Comments
 4.   Blogger Relationships
 5.   Co...
Twitter: Marketing Goals

     1. Engagement
Twitter: Time & Money

       LOW
Twitter: Viral Impact

  MODERATE
Twitter: Ease of Use

Production: EASY
Consumer: EASY
Twitter Recommendations

   1. Sharp Focus
      - Events
      - “Ah Ha” Moments
      - Sharing Links
   2. Follow and E...
Types of Social Networks

      1. Facebook
      2. LinkedIn
      3. Ning.com
ning.com
BrooklynArtProject.com
mitxexchange.org
unlockaustin.com
Social Networks: Marketing Goals

      1. Engagement
      2. Lead Generation
      3. Sales Conversion
Social Networks: Time & Money


   Time: MODERATE
   Money: LOW
Social Networks: Viral Impact


          HIGH
Social Networks: Ease of Use


Production: MODERATE
Consumer: EASY
Social Networks Recommendations


 1.   Be Genuine
 2.   Photos
 3.   “Ah Ha” Moments
 4.   Hub for All Your Content
 5.  ...
Types of Mobile

1. Text Alerts
2. Newsletter
3. Special Offers
Mobile: Marketing Goals

   1. Lead Generation
   2. Sales Conversion
Mobile: Time & Money

      HIGH
Mobile: Viral Impact

  MODERATE
Mobile: Ease of Use

Production: HIGH
Consumer: EASY
Mobile Recommendations

   1. Special Offers
   2. Core Community
usshortcodes.com
openmarket.com




mBlox.com




sybase.com
Digital Communications Matrix

           Engagement   Lead         Sales        Time   Money   Production   User
        ...
Stop Chasing Buzz Words,
Create Communication Strategies
Developing & Engaging
Online Communities

Stephen Warley
swarley@bostonknows.com


May 1, 2009
Developing & Engaging Online Communities[1]
Developing & Engaging Online Communities[1]
Developing & Engaging Online Communities[1]
Developing & Engaging Online Communities[1]
Developing & Engaging Online Communities[1]
Developing & Engaging Online Communities[1]
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Developing & Engaging Online Communities[1]

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Blogs, social networks, podcasts, on-demand video, mobile and the next technology yet to be invented continue to redefine the rules of engagement on the social web. Just as we adapt to one new technology we are left wondering if there is a new and better method for developing and engaging an online community.

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Developing & Engaging Online Communities[1]

  1. 1. Developing & Engaging Online Communities Stephen Warley swarley@bostonknows.com May 1, 2009
  2. 2. Organizations Communities Social Networks
  3. 3. Organize around a unique mission, interest or need to harness the passion of individuals to serve your organization, community or social network in a way that is most meaningful to them.
  4. 4. Stop Chasing Buzz Words, Create Communication Strategies
  5. 5. Stop Marketing, Develop Relationships
  6. 6. Give First, Then Receive
  7. 7. Be Genuine
  8. 8. Start Small
  9. 9. If You Think It’s Cool, That’s a Red Flag
  10. 10. Keys to Community Development Focus Listen Engage Commit
  11. 11. Who Are You? 1. What is the unique need you are serving? 2. How is your offering or approach unique? 3. Who are you trying to reach? 4. What are your 3 primary strengths? 5. What are your 3 primary weaknesses?
  12. 12. 80/20 Rule for Managing Resources 80% Output v. 20% Input 20% Output v. 80% Input
  13. 13. Your Primary Goal Fueling and Directing Your Community’s Passion
  14. 14. Turning Your Website Into a Community 1. Be a Resource 2. Focus on Members/Supporters 3. Change Homepage Regularly 4. Solicit Feedback 5. Tools for Sharing
  15. 15. downtownwineandspirits.com
  16. 16. rtnda.org
  17. 17. artsandbusinesscouncil.org
  18. 18. localbroadcastsales.com
  19. 19. tools for sharing
  20. 20. Choosing Digital Communication Tools 1. Marketing Goals 2. Financial Resources 3. Time Management 4. Viral Impact 5. Communication Behavior 6. Technology Comfort Level
  21. 21. Marketing Goals 1. Sales Conversion 2. Lead Generation 3. Engagement
  22. 22. Financial Resources 1. Return on Investment 2. Free
  23. 23. Time Management 1. Workflow Assessment 2. “Unknowingly” Creating Content 3. Learning Curve
  24. 24. Leave a Voice Mail for Your Community utterli.com
  25. 25. Take a Photo with Your Cell Phone and Post to Flickr flickr.com
  26. 26. Tweet During Events From Your Cell Phone twitter.com
  27. 27. Viral Impact 1. Genuine 2. Unique Content 3. Easy to Share 4. Identifying Influencers
  28. 28. youtube.com “real life Facebook”
  29. 29. HubArts.com
  30. 30. jimsullivanink.com
  31. 31. universalhub.com
  32. 32. http://stevegarfield.blogs.com/
  33. 33. Identifying Influencers 1. Regularly Contact You 2. Bloggers 3. Active Contributors 4. Frequent Commenting
  34. 34. Communication Behavior 1. Age 2. Survey Habits 3. Experiment
  35. 35. surveymonkey.com
  36. 36. Technology Comfort Level 1. Novice 2. Intermediate 3. Curious 4. Advanced
  37. 37. Recommended Digital Communication Tools • E-mail • Twitter • Video • Social Networks • Photos • Mobile • Blogs
  38. 38. Types of E-mail 1. One-on-One 2. Blasts 3. Newsletters
  39. 39. mailchimp.com
  40. 40. E-mail: Marketing Goals 1. Sales Conversation 2. Lead Generation 3. Engagement
  41. 41. E-mail: Time & Money MODERATE
  42. 42. E-mail: Viral Impact HIGH
  43. 43. E-mail: Ease of Use Production: EASY Consumer: EASY
  44. 44. E-mail Recommendations 1. Customize Messages 2. Monitor Open and Click Through Rates 3. Keep It Brief 4. Clear Call to Action 5. Easy to Unsubscribe
  45. 45. 1. Personal Referrals 2. What Is Consumer Benefit? 3. Be VERY Specific 4. Start with an Action Word (search Google) 5. Don’t Use “Free” 6. Limit 5 to 7 Words
  46. 46. dailycandy.com
  47. 47. Types of Video Distribution: Content: 1. Own Website 1. Interviews 2. YouTube 2. Expertise 3. Podcasts 3. Behind the Scenes 4. Syndication 4. Slideshow
  48. 48. vailmusicfestival.org
  49. 49. expertvillage.com
  50. 50. huntingtontheatre.org
  51. 51. www.youtube.com/yellowpages
  52. 52. gardnermuseum.org/music/podcast/theconcert.asp
  53. 53. Video: Marketing Goals 1. Engagement 2. Lead Generation 3. Sales Conversation
  54. 54. Video: Time & Money HIGH
  55. 55. Video: Viral Impact HIGH
  56. 56. Video: Ease of Use Production: DIFFICULT Consumer: EASY
  57. 57. Video Recommendations 1. No Longer Than 5 Minutes 2. Flip Camera 3. Apple iMovie 3. Start with Interviews 4. Flash
  58. 58. theflip.com
  59. 59. www.youtube.com/user/NYTVF
  60. 60. Types of Photos Distribution: Content: 1. Own Website 1. Your Community 2. Flickr 2. Events 3. Facebook 3. “Ah Ha” Moments 4. MySpace 4. Slideshow 5. Blog Post 6. Galleries
  61. 61. facebook.com Search “BIMA”
  62. 62. flickr.com Search “arts boston” under “groups”
  63. 63. tenbyten.org
  64. 64. Photos: Marketing Goals 1. Engagement 2. Lead Generation 3. Sales Conversation
  65. 65. Photos: Time & Money MODERATE
  66. 66. Photos: Viral Impact HIGH
  67. 67. Photos: Ease of Use Production: MODERATE Consumer: EASY
  68. 68. Photo Recommendations 1. Focus on Community 2. E-mail to Flickr 3. Be Creative
  69. 69. Types of Blogs 1. Expertise 2. Member News 3. Organization News
  70. 70. bostonhandmade.blogspot.com
  71. 71. runningahospital.blogspot.com
  72. 72. bostonist.com
  73. 73. bostonreb.com
  74. 74. overheardinnewyork.com
  75. 75. Blogs: Marketing Goals 1. Engagement
  76. 76. Blogs: Time & Money Time: HIGH Money: LOW
  77. 77. Blogs: Viral Impact MODERATE
  78. 78. Blogs: Ease of Use Production: MODERATE Consumer: EASY
  79. 79. Blog Recommendations 1. Sharp Focus 2. Conversational 3. Encourage Comments 4. Blogger Relationships 5. Commit
  80. 80. Twitter: Marketing Goals 1. Engagement
  81. 81. Twitter: Time & Money LOW
  82. 82. Twitter: Viral Impact MODERATE
  83. 83. Twitter: Ease of Use Production: EASY Consumer: EASY
  84. 84. Twitter Recommendations 1. Sharp Focus - Events - “Ah Ha” Moments - Sharing Links 2. Follow and Engage 3. Commit
  85. 85. Types of Social Networks 1. Facebook 2. LinkedIn 3. Ning.com
  86. 86. ning.com
  87. 87. BrooklynArtProject.com
  88. 88. mitxexchange.org
  89. 89. unlockaustin.com
  90. 90. Social Networks: Marketing Goals 1. Engagement 2. Lead Generation 3. Sales Conversion
  91. 91. Social Networks: Time & Money Time: MODERATE Money: LOW
  92. 92. Social Networks: Viral Impact HIGH
  93. 93. Social Networks: Ease of Use Production: MODERATE Consumer: EASY
  94. 94. Social Networks Recommendations 1. Be Genuine 2. Photos 3. “Ah Ha” Moments 4. Hub for All Your Content 5. Status Update
  95. 95. Types of Mobile 1. Text Alerts 2. Newsletter 3. Special Offers
  96. 96. Mobile: Marketing Goals 1. Lead Generation 2. Sales Conversion
  97. 97. Mobile: Time & Money HIGH
  98. 98. Mobile: Viral Impact MODERATE
  99. 99. Mobile: Ease of Use Production: HIGH Consumer: EASY
  100. 100. Mobile Recommendations 1. Special Offers 2. Core Community
  101. 101. usshortcodes.com
  102. 102. openmarket.com mBlox.com sybase.com
  103. 103. Digital Communications Matrix Engagement Lead Sales Time Money Production User Generation Conversion YES YES YES MOD MOD EASY EASY E-mail YES YES YES HIGH HIGH DIFFICULT EASY Video YES YES YES MOD MOD MOD EASY Photos YES HIGH EASY EASY Blogs YES LOW LOW EASY EASY Twitter YES YES YES MOD LOW MOD EASY Social Networks YES YES HIGH HIGH HIGH EASY Mobile
  104. 104. Stop Chasing Buzz Words, Create Communication Strategies
  105. 105. Developing & Engaging Online Communities Stephen Warley swarley@bostonknows.com May 1, 2009

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