© 2008 PSC Group, LLC

“That’s a 10-4, Good Buddy?”
© 2008 PSC Group, LLC

• IM
• Team Rooms
• SMS Texting
• Screen Sharing
• Blog
• Mobile Mail
• Wiki
• Whiteboards
• VoIP
• Face2Face!
• File Share
• Tagging
• Phone
• Video Chat
• Online Video
• Email
• Message
Boards
© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

Loyalty
Enthusiast
Innovation
Partner
Presence
Sharing
Reputation
Content
Identity
Developer
Event
Education
Support
Conversations
Groups
Relationships
© 2008 PSC Group, LLC

Discussion threads
User personalization
Scalable architecture
Powerful admin. tools
© 2008 PSC Group, LLC

Enthusiast Community
Case for Community
Energizing, Listening, and Embracing
Connect those with similar
interests
Let users submit the content to
other social media sites
Gain product insights from users
of Nike equipment
http://nikeplus.nike.com/nikeplus/
© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

Business Results
Nike’s entire website strategy is changing to one that incorporates
users comments and thoughts
500,000 members
200,000 product related discussions
50 million miles of runs logged by members
Communities are now an integrated part of Nike’s brand
Trevor Edwards, VP of Global Brand Management
“40% of Nike+ community members become converts
to the company’s shoes.”
© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

✴ Email
✴ Workflow
✴ Phone
✴ Face to Face
✴ Blogs
✴ Facebook
✴ Instant ✴ Video Chat
Messaging
✴ Team Rooms
✴ Myspace
✴ Webex
✴ Twitter
screenshare
✴ Wikis
✴ LinkedIn
✴ Message
Boards
✴ Blog ✴ Blackberry/
✴ Voice Mail
Comments
Push Email
✴ Portals
✴ SMS Texting
✴ Google Docs
© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

© 2008 PSC Group, LLC

instantly
reasonable
anywhere
in person
informal
formal
unstructured
structured or
or flat
hierarchical
© 2008 PSC Group, LLC

Time P l a n n e d
Location In Person
Relationship Formal
Content Structured
Time W h e n e v e r
L o c a t i o n A n y w h e r e
Relationship Reputation
Content Flat/Tagged
T i m e I n s t a n t
L o c a t i o n A n y w h e r e
Re l a t i o n s h i p I n fo r m a l
Content Unstructured
© 2008 PSC Group, LLC

Goals
Engagement
&
Model
Objectives
Promotion
& Marketing
People Launch
Community
&
Characteristics
Plan
Resources
Profile
Checklist
Plan
Design
Launch
Manage
Content
User
Moderation
Participation
Programming
Experience
Community
Structure
Growth Measurement
Plan
© 2008 PSC Group, LLC

Planning
Technology & Community
Characteristics
Elements that drive engagement
& support goals
Primary People & Profile
Engagement
Target audience
Listen, talk, energize
demographics matter
Support, embrace?
Goals & Objectives
Why will they come?
© 2008 PSC Group, LLC

✴ Decision: Do you want to use
social networking?
✴ Here’s why:
People see successful social networks
and want the advantages they bring.
It’s like people who see photos of
climbing – like this famous Galen
Rowell photo – and decide they want
to be the guy on top of the spire.
© 2008 PSC Group, LLC

✴ Decision: Are you ready to change your culture to listen and respond as EA did
above?
✴ To do that, you need to create organizational readiness, gain the skills and do
the work.
© 2008 PSC Group, LLC

✴ Decision: What tools will you use?
© 2008 PSC Group, LLC

Design
Pilot Email & Vanity URL:
Log-In
Marketing Page*
MEMBER GUEST
(Username &Terms/
(Terms/Conditions)
Conditions)
User agreement pages*
© 2008 PSC Group, LLC
Community Home Page

Resources
Community Evangelist
Develop community launch and
growth strategy
Represent community within the
company
© 2008 PSC Group, LLC

Manage
Build it and they MAY come.
Manage it properly and they will engage, thrive and prosper
Prepare the environment • Grow the community • Harvest innovation
© 2008 PSC Group, LLC

Moderation
Do:
Allow employee participation – ensure authentic voice
Connect influencers to privileged content and experiences
Define and maintain a code of conduct
Allow dissent or criticism on your site
Enable the community to be self-policing
Invest in community management
Monitor, measure and categorize conversations
© 2008 PSC Group, LLC

Moderation
Don’t:
Allow anonymous participation by employees
Set forward looking expectations for influencers
Worry too much about criticism
Scrub everything you post by corp. comms and/or legal
Delete posts that conform to code of conduct
Incent positive posting monetarily
© 2008 PSC Group, LLC

Questions?
© 2008 PSC Group, LLC