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

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

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