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,
community or social network in a way that
is most meaningful to them.

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 trying to reach?
4. What are your 3 primary strengths?
5. What are your 3 primary weaknesses?

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 Regularly
4. Solicit Feedback
5. Tools for Sharing

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
5. Communication Behavior
6. Technology Comfort Level

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
• Photos
• Mobile
• Blogs

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 Call to Action
5. Easy to Unsubscribe

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

dailycandy.com

Types of Video
Distribution: Content:
1. Own Website 1. Interviews
2. YouTube 2. Expertise
3. Podcasts 3. Behind the Scenes
4. Syndication 4. Slideshow

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. Flash

theflip.com

www.youtube.com/user/NYTVF

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

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. Commit

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 Engage
3. Commit

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. Status Update

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
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

Stop Chasing Buzz Words,
Create Communication Strategies

Developing & Engaging
Online Communities
Stephen Warley
swarley@bostonknows.com
May 1, 2009