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forming a  Community Strategy Jim Jacoby Carolyn Chandler
integrating community  into your overall strategy
benefits of building a  successful community <ul><li>Insight into customer needs and perceptions  </li></ul><ul><li>Abilit...
Q:   what can happen if you  don’t   have a   community strategy ?
crickets target audience and need do not match right audience, weak need poor execution ineffective marketing
<ul><li>junk yards </li></ul><ul><li>[email_address] </li></ul><ul><li>  non-friends </li></ul><ul><li>unfriends </li></ul...
Flame Wars and Spam war zones insufficient moderation lack of self-monitoring tools Flame Warriors by Mike Reed http://red...
angry mobs rules instead of guidelines censorship personal data violations unfair/unclear business practices poorly commun...
You just sent invitations to  328   Google contacts asking them to join.  Thank you for joining the  Britney Spears fan cl...
risks/considerations when  building a community <ul><li>You relinquish some control of brand presentation </li></ul><ul><l...
Q:   how do you determine  whether or not  to build   your own   community ?
the decision to   build   your own community <ul><li>Is it a key element of a  supported strategic objective ? </li></ul><...
Q:   still want to build your own?   let’s talk planning
community development  model Reach  people Focus  understanding Motivate  activity Protect  integrity Reveal  patterns Nur...
creating a mnemonic for  R F M P R N Acronomics.com by Erick Robertson
personal favorites <ul><li>R emote  F riendships  M ade...  P urposeful  R elationships  N egotiated   </li></ul>R egretfu...
R emote  F riends  M ake  P retty  R eal  N etworks
reach  people
social network
<ul><li>Understand and define potential members  </li></ul><ul><li>Learn from their current community behavior </li></ul><...
value proposition what our product or service can do for you aspiration what we can do together
<ul><li>Opp example </li></ul>Reach  people
<ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Consideration </li></ul><ul><li>Commitment </li></ul><ul><u...
focus  understanding focus understanding
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? </...
motivate  activity
motivate  activity <ul><li>Understand common motivations </li></ul><ul><li>Consider at least 3 levels </li></ul><ul><ul><l...
greeting card moments
relationships self close friends/family strong removed ties weak ties general public Interest groups, most friends, close ...
connection motivations: youtube self weak ties general public emulate closeness teaching/ learning entertainment celebrity...
protect integrity
protect  integrity <ul><li>Overall site security </li></ul><ul><li>Protecting member information </li></ul><ul><li>Ensurin...
Q:   is it a still a  community   if the members  can’t interact with each other  directly ?
 
donation motivations: OptINnow self weak ties general public unified action solidarity trust trendiness strong removed tie...
participation motivations: OptINnow self weak ties general public unified action strong removed ties close friends/family ...
reveal patterns
reveal  patterns <ul><li>Reveal patterns internally to allow for better understanding and reaction </li></ul><ul><li>If ap...
Amazon example <ul><li>? </li></ul>
nurture community
nurture  community <ul><li>Ensure a solid, open platform </li></ul><ul><li>Listen, listen, listen </li></ul><ul><li>Have i...
NEC case study
<ul><li>Questions? </li></ul>thank you
results of speaking at  Business to Buttons <ul><li>400 attendees overall  </li></ul><ul><li>34 at the presentation  </li>...
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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

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  • Transcript of "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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