Steps to building successful online community

Engagement Ladder

Engagement Pyramid

Webjam Engagement Model www.webjam.com

So how do I do it? I’m starting to crack by Nina Matthews Photography

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?

Invite participation Invitation by $holydevil
Clear labels
Make the narrative easy to identify
Identify core actions
Identify potential power members
Extend an invitation
Ask!

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

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

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

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

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

Involve your community Shunting by John Spooner
Stoke people’s passion
Provide involvement possibilities
Volunteering (hosting, moderating)
Member panels
“ Government”
Product testing

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

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!

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

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

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

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%

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

(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

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Steps to building successful online community

by Blaise Grimes-Viort on Oct 08, 2010

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Steps to building successful online community — Presentation Transcript