Forming a Community Strategy

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Covers the benefits and risks of developing your own community features, plus a model to help form your strategy

Published in: Business, Technology

Forming a Community Strategy

  1. 1. forming a Community Strategy Jim Jacoby Carolyn Chandler
  2. 2. integrating community into your overall strategy
  3. 3. benefits of building a successful community <ul><li>Insight into customer needs and perceptions </li></ul><ul><li>Ability to respond and innovate </li></ul><ul><li>Increasing brand awareness </li></ul><ul><li>Increasing loyalty </li></ul>IF you start an authentic conversation and sustain it according to expectations
  4. 4. Q: what can happen if you don’t have a community strategy ?
  5. 5. crickets target audience and need do not match right audience, weak need poor execution ineffective marketing
  6. 6. <ul><li>junk yards </li></ul><ul><li>[email_address] </li></ul><ul><li> non-friends </li></ul><ul><li>unfriends </li></ul>lack of spam filters insufficient privacy options stale value
  7. 7. Flame Wars and Spam war zones insufficient moderation lack of self-monitoring tools Flame Warriors by Mike Reed http://redwing.hutman.net/~mreed/
  8. 8. angry mobs rules instead of guidelines censorship personal data violations unfair/unclear business practices poorly communicated changes
  9. 9. You just sent invitations to 328 Google contacts asking them to join. Thank you for joining the Britney Spears fan club! Including that Director you interviewed with yesterday. social embarassments
  10. 10. risks/considerations when building a community <ul><li>You relinquish some control of brand presentation </li></ul><ul><li>It brings out customer opinions, which can be negative </li></ul><ul><li>If you don’t meet expectations, community members may revolt </li></ul><ul><li>Moderation, security, support and response is an ongoing need </li></ul>
  11. 11. Q: how do you determine whether or not to build your own community ?
  12. 12. the decision to build your own community <ul><li>Is it a key element of a supported strategic objective ? </li></ul><ul><li>Is there enough compelling value to break through the competition for attention? Be realistic! </li></ul><ul><li>Is the company committed and able to support and nurture the community? </li></ul><ul><li>Can existing channels be used to meet your objectives, instead? </li></ul>
  13. 13. Q: still want to build your own? let’s talk planning
  14. 14. community development model Reach people Focus understanding Motivate activity Protect integrity Reveal patterns Nurture community
  15. 15. creating a mnemonic for R F M P R N Acronomics.com by Erick Robertson
  16. 16. personal favorites <ul><li>R emote F riendships M ade... P urposeful R elationships N egotiated </li></ul>R egretfully F orums M ay P romote R epugnant N etiquette R edheads F or M eeting P rofessional R ich N eurosurgeons
  17. 17. R emote F riends M ake P retty R eal N etworks
  18. 18. reach people
  19. 19. social network
  20. 20. <ul><li>Understand and define potential members </li></ul><ul><li>Learn from their current community behavior </li></ul><ul><li>Define a statement that speaks to them </li></ul>reach people
  21. 21. value proposition what our product or service can do for you aspiration what we can do together
  22. 22. <ul><li>Opp example </li></ul>Reach people
  23. 23. <ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Consideration </li></ul><ul><li>Commitment </li></ul><ul><ul><li>Sign Up </li></ul></ul><ul><ul><li>Repeated Use </li></ul></ul><ul><li>Advocacy </li></ul>reach people
  24. 24. focus understanding focus understanding
  25. 25. focus understanding <ul><li>What is this? </li></ul><ul><li>What’s in it for me? </li></ul><ul><li>What can I do here? </li></ul><ul><li>What can’t I do here? (guidelines, seeding) </li></ul><ul><li>Are there different roles involved? </li></ul>
  26. 26. motivate activity
  27. 27. motivate activity <ul><li>Understand common motivations </li></ul><ul><li>Consider at least 3 levels </li></ul><ul><ul><li>personal (important!) </li></ul></ul><ul><ul><li>group </li></ul></ul><ul><ul><li>community </li></ul></ul><ul><li>Create Motivators that align with motivations and facilitate activity </li></ul>
  28. 28. greeting card moments
  29. 29. relationships self close friends/family strong removed ties weak ties general public Interest groups, most friends, close colleagues Complete strangers Acquaintances. professional connections Almost extensions of self
  30. 30. connection motivations: youtube self weak ties general public emulate closeness teaching/ learning entertainment celebrity/ strong removed ties close friends/family
  31. 31. protect integrity
  32. 32. protect integrity <ul><li>Overall site security </li></ul><ul><li>Protecting member information </li></ul><ul><li>Ensuring appropriate interactions </li></ul><ul><ul><li>Moderating </li></ul></ul><ul><ul><li>Spam prevention </li></ul></ul><ul><ul><li>Community self-monitoring </li></ul></ul>
  33. 33. Q: is it a still a community if the members can’t interact with each other directly ?
  34. 35. donation motivations: OptINnow self weak ties general public unified action solidarity trust trendiness strong removed ties close friends/family personal impact
  35. 36. participation motivations: OptINnow self weak ties general public unified action strong removed ties close friends/family personal impact visibility visibility visibility interaction solidarity trust trendiness
  36. 37. reveal patterns
  37. 38. reveal patterns <ul><li>Reveal patterns internally to allow for better understanding and reaction </li></ul><ul><li>If appropriate, use patterns for powerful crowd features including motivators </li></ul><ul><li>Encourage crowd filtering for good content </li></ul><ul><li>Anticipate gaming; create “dials” if needed </li></ul>
  38. 39. Amazon example <ul><li>? </li></ul>
  39. 40. nurture community
  40. 41. nurture community <ul><li>Ensure a solid, open platform </li></ul><ul><li>Listen, listen, listen </li></ul><ul><li>Have ideas on features and communication </li></ul><ul><li>Consider milestones by size of community </li></ul><ul><li>Be prepared to react to feedback – and the unexpected </li></ul>
  41. 42. NEC case study
  42. 43. <ul><li>Questions? </li></ul>thank you
  43. 44. results of speaking at Business to Buttons <ul><li>400 attendees overall </li></ul><ul><li>34 at the presentation </li></ul><ul><li>33 pieces of green paper </li></ul><ul><li>4 new potential partners </li></ul><ul><li>3 mad dashes in the airport </li></ul><ul><li>2 lost bags </li></ul><ul><li>25 herrings eating </li></ul>
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