Steps to building successful online community

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  • Work at Webjam community building and managing social intranets for their clients
  • start by defining what the purpose of your planned community is, who prospective participants would be, what differentiates you from others etc, Set goals / ROI (see community building questions doc)
  • having identified potential participants, find them and invite them to join, asking them what they expect from your (impress it is their) community, present the different ways they could participate, or what you would like from them
  • planning a community based on a required platform is not wise, start by deciding what your community narrative will be, then identify the right platform to deliver it. Keep things simple at first, then build up based on requirements.
  • A bit like raising a child, make sure you involve yourself heavily in the early days. Come up with topics for conversation, introduce people, set the tone and behaviour you would like others to follow
  • see offline article
  • promote them, their achievements, and their activity within your community
  • don't be afraid to allow your community members to create subgroups. This keeps things focussed for them and creates room for new members to establish themselves into the core community
  • when people are passionate, they often want to play a larger role in their community. Nurture this feeling by setting up a volunteering system for some aspects of moderation, product testing, event organisation, hosting etc
  • ensure ads don't interrupt user experience, consider how the community is saving you money rather than worrying too much about it creating some, concentrate on leverage it in other ways than purely promotional, plenty of other ways to generate secondary income streams
  • Involve, highlight people
  • Elevated people to “special” community
  • across forums and blogs - video, images, brainstorming groupswe ran workshops, webinars, listened and refined
  • we can see just how much of an impact in maintaining activity the CM has, and have to consider, in light of what we’ve discussed so far, what else was lost - feedback, opportunities

Transcript

  • 1. (c) 2010 Webjam Ltd - Confidential The path to building successful communities Blaise Grimes-Viort @blaisegv Head of Social Media & Engagement Services, Webjam
  • 2. Engagement Ladder
  • 3. Engagement Pyramid
  • 4. Webjam Engagement Model www.webjam.com
  • 5. So how do I do it? I’m starting to crack by Nina Matthews Photography
  • 6. Ask the right questions Question the answers by walknboston
    • Why do you want a community?
    • What needs are you trying to fulfill?
    • What internal resources will you support it with?
    • Is your company adaptable and flexible?
    • How will you make it unique?
    • Who will participate?
  • 7. Invite participation Invitation by $holydevil
    • Clear labels
    • Make the narrative easy to identify
    • Identify core actions
    • Identify potential power members
    • Extend an invitation
    • Ask!
  • 8. Don’t obsess about the platform Planning session by WorldIslandInfo.com
    • Focus on the purpose
    • Clearly define the narrative
    • Decide on KPIs
    • Keep it simple
    • Right platform for you
  • 9. Nurture early, release later Hot chick by JOE MARINARO
    • Just like raising a child
    • Be very involved to start with
    • Guide through clear guidelines
    • Seed, moderate
    • Be a visible host
    • Set the tone
  • 10. Taking things offline Meetup By Bahman.
    • Makes relationships real
    • Increases connection between members
    • Tangible results
    • Empowering your members
    • Increase the perceived value of your community
  • 11. Big up your members Best Actress Academy Award by cliff1066™
    • Promote active members
    • Build rewards system
    • Highlight personal achievements
    • Encourage high-value activity
    • Provide new functionality
    • Celebrate community success
  • 12. Allow for granulation www.webjam.com
    • Let community naturally split
    • Organic subgroups are good
    • Spread as you go along
    • Allow for focus
    • Make “room” for new members
  • 13. Involve your community Shunting by John Spooner
    • Stoke people’s passion
    • Provide involvement possibilities
    • Volunteering (hosting, moderating)
    • Member panels
    • “ Government”
    • Product testing
  • 14. Be firm but fair The scales of justice by James Cridland
    • Provide guidelines for behaviour
    • Decrease involvement over time
    • Don’t tolerate much debate over your rules
    • Be fair in their application
    • Stay impartial
  • 15. Commercialise carefully Money at hand by Don Hankins
    • Ads mustn’t interrupt user experience
    • Research more complex ROIs than direct monetisation
    • Leverage your community
    • Think about relationship rather than audience
    • Ask your community for secondary revenue stream ideas!
  • 16. Case Study Cosmopolitan.co.uk
    • Grew site community to 250,000
    • Grew Twitter account to 20,000 followers
    • I am a Cosmo girl because...
    • Customer panel & editorial research
    • Cosmopolitan Blog Awards
  • 17. Case Study PlayStation Beta Network
    • Testing implementation of network
    • Setting up advocate group for emerging network capabilities
    • Ongoing feedback loop to ensure online gaming platform was a success
    • Developed into beta testing community
  • 18. Case Study JWT
    • Wanted to push knowledge around organisation
    • Also to drive innovation and creativity
    • 300 staff staff sharing ideas and inspiration
    • Process of training and perpetual education
  • 19. Effect on Community Activity
    • Spinsucks.com hired Community Manager to grow traffic
    Increase in subscribers of 164% Traffic increase of 63% Visitors via search increase by 57%
  • 20. Effect on Community Activity
    • Tom Humbarger: Removal of CM leads to drop off in visits and activity
    • Fall-off of more than 63% on a week to week basis
    • source: http://tomhumbarger.wordpress.com
    • Debra Askanase: Removal of CM results in collapse of activity on Facebook Page
    • From 25% conversion to website to 0
    • source: http://www.communityorganizer20.com
  • 21. (c) 2010 Webjam Ltd - Confidential Thank you for listening. Blaise Grimes-Viort Head of Social Media & Engagement Services, Webjam Twitter: @blaisegv [email_address] http://www.webjam.com http://blaisegv.com