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Community 2.0 Workshop

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    Notes on slide 1

    Thanks for attending and welcome to our session on getting started with community. We hope that you’ll find this day insightful, interesting, and full of recommendations you can use when starting your community.

    We wanted to start off with our contact information and Twitter names, in case you wanted to live tweet the session or jot down our information now for future reference. Kellie: I am an experienced community manager with over 10 years in the field. My expertise is in business to consumer communities, generally in the entertainment industry, although I have worked with packaged goods companies, academic organizations, and non-profits. I’ve worked with brands like SEGA, PC World, Macworld, HBO, A&E, Disney, Slim Fast, Intel and eBay.

    This is our morning agenda. We’ll all be trading off sessions to give you some different perspectives and to give us some rest. We have time for breaks and questions built in, but we expect and encourage you to ask questions as we go through the different presentations today. We want this to be an interactive session full of discussions, not a day of lectures.

    When thinking about starting a community, a question naturally comes up. Should we join a community that already exists, or should we build our own?

    This question is usually approached as an either/or proposition. It’s a fork in the road, with the two roads going in radically different directions.

    But that’s just not true. For most companies and most situations, the answer is both. Communities built by others and communities built by you can live in peace and harmony, going down the same road side by side. And for some companies, this is very beneficial.

    Before you start a community, do your research. Spend time on the web, finding people who are already interested in, using, and talking about your company or product. These sites I’ve listed here are a good starting point for most everyone, but there may be other sites or social networks that are more specific to your product or industry. Search high and low to find hot spots on the web where community is forming around your product or brand. Make note of them, and think about how you can use them in the future to further your goals. Once you figure that out, make contact with the people in charge. Approach the site master, moderator, or whoever is in charge. Do it as privately as possible, and be prepared to verify your identity. If I came into a gaming community and said I was with SEGA, at least a few people would question if I am who I say I am. But a private email to the moderator of the site from my SEGA email account will help ease my entry into the community, and boost my credibility if it’s called into question. As you do research on what’s out there, look for brand or product evangelists. These are the people that start or run websites dedicated to championing your product or brand. These are the people who post in other forums or blogs about how great your product or company is. These are the people that tell all their friends about what you’re doing. They are likely to be absolutely thrilled to hear from you, and more than eager to take your offer of support and encouragement to keep doing what they are doing. What that looks like for your organization will probably vary. For us, at SEGA, we work with a site called SEGA Nerds that is not at all made by or affiliated with us. It’s run by a group of fans that blog about everything SEGA related, both old stuff and new stuff. Although SEGA knew about them and sometimes the PR team included them in stuff, nobody was really doing outreach to them. As part of the re-focusing of the community team, we created a much deeper relationship with them, and often give them exclusive news or assets, and we provide prizes for contests run on their site. Find your evangelists and equip them to do everything they are doing and take it to the next level. If you don’t find any existing evangelists, don’t despair. You can build them. As you start executing your community strategies, keep an eye out for potential evangelists. The ones who are on your forums all the time. The ones who are really helpful to others. The ones who model behavior that you want to encourage. The ones who ask you a million questions and are aching for behind-the-scenes info. When you find them, nurture them. Give them that extra info. Make them a moderator on your forums. Let them know that you appreciate and recognize them, and they’ll just keep growing in their enthusiasm.

    A lot of people use “social media” and “community” interchangeably. They are both important, and they both work together, but they can be two very different things. They are two distinct, but adjacent pieces of the same puzzle. For example, you might have an active Facebook page or Twitter feed. But is that really a community? It seems more like a loose gathering of interested people, but there are no relationships being formed between the people. In fact, very little interaction takes place between the people at all. To me, it’s not a community until people are forming relationships with each other. But both things feed each other. You can use your Facebook, Twitter, and other social media sites to drive people to your site-based community for more information, and to find and interact with other fans. These can be tremendous tools for bringing in new people to your community. Yes, the community is the next level of engagement, but your Facebook fan page is a great place to look for people ready to go to the next level. You can also use your community members to drive your presence in social media. Your community will be the primary ones retweeting your content, pressing the “like” button, and posting your links. They will help drive people to your Facebook and Twitter pages. They recruit people to the intake valve. This is why the answer to buy vs. build is almost always “both”. It’s not an either/or. They can work together very well.

    Now that we’ve looked at some of the goals you might have in creating a community, and some of the initial questions you have about building or joining, I want to dig deeper into the tools of online community. I am often asked what the best community platform is. Unfortunately for the people who ask (and fortunately for the vendors in this space) there is no one right answer. I approach this subject like the old saying about teaching a person to fish. I’d rather equip you with knowledge about the tools and some ideas about finding a compatible vendor, because the needs and wants of each person in this room are probably different. What platform you need depends on what kind of tools you need, and that depends on what kind of community you want to build.

    There are a LOT of vendors in this space. And it’s growing all the time. Some companies have been around for a while, and some are very new. Some have always been community platform companies, and some just changed their product offering to get in the game. Some are open-source and some are proprietary. Some offer hosted solutions, and some are SAAS. And they all have different feature sets – the permutations can be mind boggling.

    It may feel like a total jumble of information that you will never untangle. And indeed, I think if you try to approach it by starting with looking at different vendors and what they offer, you’re really likely to make the wrong choice. Slick sales pitches, nice sales people, and big promises are more likely to confuse you than help you if you start there. If you base your decision on this, or even allow them to sway your thoughts on what you need, you’ll probably end up with something that’s not right for you.

    The key is to get a strategy first, and then stick to it. You need to know what you want and need in a platform, and use that to evaluate potential suitors. Once you have a strategy mapped out, it’s just a question of finding the right fit for that strategy.

    Before we start talking about the different tools you’re likely to encounter, let’s talk basics. Make sure that you’re using the right tool for the job. Don’t pick up a wrench if you need a hammer. It might work, it just won’t be as effective. This means you need to know the tools available to you. You need to understand them, how they work, and what they won’t work for. Once you know what tools you need, find the vendor that has those tools. It’s okay if they have more than you need, but don’t compromise on the tools you need to be effective. Get to know the people who work at the vendor, and who you’ll be working with. This is not all about the tools. You will be spending a lot of time and money with these people, so be sure that you’re comfortable working with them and you trust their expertise. Community is about relationships, and your relationship with your vendor is no exception.

    Here are the basic lineup of tools you are likely to encounter. Some are internal to the platform, some are external. More and more companies are starting to use Facebook and Twitter, and more and more platforms are starting to integrate with them.

    Forums are great for user-to-user support. If you want to start a support community around a product, forums are a great place to start. They foster open discussions, and put users in control of the conversation. You should participate, but you can take a back seat and let the users run the show. You don’t need heavy participation from company reps to make forums be great. Forums are not good for posting information like press releases, though. Press releases can be cold and impersonal, and forums are all about the personal. If you want to reiterate your press release on your forums, that’s fine, but write it in a more personal language and link to the release. And expect to answer lots of questions. Forums are not great for collaboration on an item, such as a presentation or a how-to guide. Because the discussions are so linear, it’s easy to lose changes and ideas in the forward roll of the forums. As you’ll see, a wiki is much better for this purpose. Real-time Q&A doesn’t work well on the forums, due to their asynchronus nature. People “slip” each other in fast-moving forums. They just weren’t built for real-time events.

    Chat, on the other hand, was built for real-time events. It excels at real-time Q&A. For individuals, this is a customer service role. Having online chat with a customer service rep is a quick and cost-effective way to provide support for customers. For groups, a moderated chat with a guest expert is just the thing. You can take questions from the audience, and everyone can see what the guest says. Use the transcript later on to feed your community content. It’s also great for real-time events, like watching a TV show together. If your community was American Idol, it’s natural to have a real-time chat happening during the show to provide minute-by-minute critiques. Chat is not good for big, complicated conversations. Chat is very much like Twitter in that it works best for short bursts of information. If you need to write more than a paragraph, you probably need a different tool for the job. Chat is also bad for collaboration, as it’s very ephemeral. Yes, you can often get a transcript, but they are a real pain to sort through, even for short chats.

    Blogs are what you need for those paragraphs-long thoughts. If you want to explain something, share links, and give thought-out messages, a blog is the best tool for the job. Blogs do have comments, but if you want the best user-to-user action, you need to make the comments more like forums. In fact, many news organizations use forums for their comments. Comments, especially anonymous comments, make it very difficult to form relationships with people. Blogs are bad at collaboration on an item because of their one-to-many dynamic. With blogs, one person speaks, then many respond. In a collaboration setting, everyone needs to have equal weight. Same with a discussion – it’s not an equal setting, and therefore not suited for this purpose.

    Wikis, like Wikipedia, are best for collaboration on a central item. Knowledge bases are often based on wikis, and they are great for anything knowledge or procedural based. But because of their focus on the central item, they aren’t good at user-to-user interaction. They are generally for facts, not opinions. Some wikis may have “discussion” or “talk” pages, but they are not best for discussions.

    Groups are great for segmenting users within your community. You may choose to segment them (paid subscribers vs. free users) or they may choose to segment themselves (joining the “fans of Madworld” group within the SEGA community). They are great for identifying pockets of loyalty among users, and for sharing interest that is more niche than the focus of your community. Groups can have lots of the other tools we’ve discussed in them. There may be a group-specific forum, chat room, blog or wiki. What tools you need within the groups will be determined by what you want to do with the groups.

    Facebook is becoming very attractive to businesses, and many platforms are starting to integrate with it. But there are some pitfalls here. It’s great for reaching large groups of people, especially people who may not already be in your community. As I said before, you can use this to funnel people into your community. So it’s great for identifying loyal customers. It’s also great for pushing out information updates to those people. New videos, short messages, photos, etc are all a great way to represent your brand on Facebook. You can interact with users on a light basis, but not as in-depth as you could in your own forum. But Facebook is not great for heavy user interaction or real-time discussion. It’s also not great for the main hub of your community, for these reasons. It’s worked for a few, but not many.

    Finally, Twitter. This is a big up-and-comer, and more companies are getting involved now. Unfortunately, a lot of companies are doing it wrong. They are stuck in this broadcast-only mode, and they aren’t interacting with or following the people that follow them. Twitter is great for short updates that share quick, up-to-the-minute news. It’s great for interacting with users in a light way, but the 140 character restriction prevents heavy in-depth discussions. And again, it’s a great way to identify and create evangelists.

    Those are just the ones you are likely to encounter. But there are more tools out there, and even more than the ones listed here. If you have more questions about specific tools, I’m happy to address them later.

    At this point, you might be thinking that you could bypass the search for a vendor entirely and just build an internal platform. It may seem really tempting – you know and trust the people that will build it, you can get exactly the features you want, exactly the look you want, and nothing you don’t want or need. Sounds great, but it’s not sunshine and roses. A lot of what you’ll build has already been done by someone else. Reinventing the wheel can be expensive and risky. Unless what you need is truly not out there, or there are way too many barriers to entry, reinventing the wheel will just cost you extra time and resources. What happens after it’s built? What you need today may not be what you need tomorrow. You may be able to get budget and resources to get an initial build, but who is going to maintain it? Who is going to add new features? Who is going to fix it when it breaks? When you buy a platform, you’ve got someone else working on that for you. Yes, you’re at the mercy of their update schedule and product roadmap, but it all happens while you’re spending your resources elsewhere. Tools can only get you so far, though. I think it’s important to have the right tool for the job, but if you don’t know how to use the tool to do the job, a great tool is not that much help. Do you have experts in your company that can help you design and implement a platform? Even if you build the perfect platform, without guidance and knowledge of what to do with it, your community won’t be successful. There are exceptions, but in most cases, buying is better than building. Go down the build road thoughtfully and cautiously.

    No matter what you choose, here’s a strategy to find the right path. It all comes down to your users. Who are they? What do they want to do when they get to your site? Think about that, find the tools that correspond to that, then find the vendor with those tools. Think about your technical needs and resources. Do you have the technical capabilities and resources to host a community yourself? How much of a resource investment are you willing to make? Start small, but be ready for rapid growth. It’s okay to get a platform and only use half the features. They’ll be there when you need them later. After you launch, re-evaluate as your community grows. Maybe they aren’t who you thought they would be, or they want to do different stuff than you thought. You’re probably going to get a few things wrong, and it’s okay. But this is is a work in progress always. Your community is always changing, and you need to always change with it.

    I want to spend some time on culture, because it’s the single most overlooked thing in community building. Get it right, and your community will be great. Get it wrong, and you’ll spend a lot of time and energy correcting it.

    The definition of culture that most applies to us is this one. Your community is its own group, and will form its own culture. These are the attitudes, values, goals, and practices that are shared within your group.

    Any community will naturally form its own culture. We here in this room have already formed some light culture just in the time that we’ve been here. There’s a culture in any group you belong to, whether it’s online or offline, professional or personal. A culture will form in your community even with no intervention from you. It just might not be the culture you want. To see some examples of this, let’s look at different cultures in communities around the web.

    Linked In, as most of you know, is a very business and professional culture. It’s for professional networking. People put up their resumes, look for jobs, and look for candidates to hire. It’s all about work. Because of this, you are unlikely to find someone posting photos of their children, let alone those wild drunken photos from last Friday night here. You’re unlikely to find profanity, gossip, hateful statements. It is a very buttoned-up, professional atmosphere.

    Digg is a lot more casual. The audience is generally male and tech savvy. They tend to favor funny and quirky stories over generic news. The comments can sometimes get salty, with profanity and innuendo thrown about. Because users can also digg and bury comments left on stories, there is pressure on the user to make their comment good.

    Gawker, and all Gawker Media Blogs, have a “try out” system to leave comments. You can’t just come in and leave a comment. You have to “try out” first by submitting a comment that proves you belong there. You can be profane, you can be witty, you can be funny, but you must not be boring. They also routinely “execute” commenters in public by announcing a list of users who are having their commenting privileges taken away, and why. Because of this unique system, the comments on Gawker and their blogs are routinely sharp, salty, and funny.

    I know that some people are afraid of clowns, so I tried to find the least threatening clown I could for this slide. I also like this particular one because it’s a child’s toy, and that’s a great way to describe YouTube commenters. They are clownish children. There is a lot of profane, explicit, hateful language in the comments on YouTube. They are often inane, childish, and mind-numbing. Google and YouTube have no active moderation on this site, and over time, this became normal and acceptable on the site.

    I Can Has Cheezburger has a culture all its own. Many of you are familiar with these LOLcats. There are two parts to this culture that work hand-in-hand – what goes in the images, and what goes in the comments. There are several themes running through these images, and I’ve shown examples of both above. The one on the left is the original “happycat” image, and many images that followed reference cats wanting cheeseburgers. The image on the right shows “ceiling cat” (generally white and in reference to God) and “basement cat” (generally black and in reference to Satan). There is an entire language of alternate spellings and meanings associated with these images. This culture and nomenclature carries from the photos into the comments, which are also posted in this way. The moderators embrace and encourage this, posting their official updates in this alternate nomenclature and calling themselves “burgers”. They have carried this out to several other sites, including a similar site for photos of dogs and “fail blog” which chronicles both “fails” and “wins” in photo and video.

    Survivor Sucks is a forum that you have probably not heard of, but I like to include it as my cautionary tale. Despite what’s on the bottom of their logo, they are not owned by any corporate entity and exist solely as a community-made venture. The members discuss not only Survivor, but lots of other reality shows as well. Their tagline is “outspoil, outbump, outflame” and they live up to it. They have a very hostile culture where personal attacks, profanity, sexual innuendo and more is not only allowed, but encouraged. They are particularly mean to new posters on the forum, targeting them for ridicule and taunting. You must have a very thick skin to post here, especially when you are new. I point this site out because this is what can happen if you don’t shape your culture from the beginning. It’s an extreme example, but it can and does happen. With some attention and planning at the beginning, you can avoid this.

    The best and most basic way to form your culture is to have a set of community rules or standards that all users must follow. Every community needs them, regardless of type. Although they are most needed in public-facing communities, I think that internal communities and B2B communities also really should have them. Your rules should be in plain language that everyone can understand. Leave the legalese to the TOS. This is about the people using your community. They can’t follow the rules if they can’t understand them. Your rules should be clear – lay out specifically what is okay and what is not. Your rules should be tailored to your community. You probably have at least a few things that are specific to your company or industry that you need to address. For example, at SEGA, we need to address game emulators. Take these into account as you work on the rules for your community. Your users should agree to follow the rules at registration, and the link to the rules should be easy to find in your community. Your content moderators should use these rules as the guide to what is acceptable and what is not. When all moderators use the same set of guidelines, it increases consistency in enforcing the rules. If you’re not consistent, you’ll frustrate and alienate your users. If you don’t know where to get started, look at what other sites have done. It’s a great place to pull some ideas for what you want your rules to cover. You will need to refine your rules over time. Situations will come up that are not fully addressed by your rules, and you’ll need to change them. Be prepared to change them over time as your community grows and needs change.

    Here are some of the common rules for communities. Just because they are common doesn’t mean you have to have these rules. As we saw earlier, some communities don’t have or don’t enforce these rules. But most communities do have these rules on their books somewhere.

    Culture is more than rules, though. The rules are a good foundation, but there’s so much more to culture than that. Here are some questions you need to think about in trying to decide what kind of culture you want. Do you want a positive, cheerful, helpful place? Or do you want a darker, edgier place? Do you want users to tell their friends that your community is friendly, fun, funny, snarky, or crazy? The answers to these questions will help you define the kind of space you want to create.

    As I said before, it’s important to set the culture you want from the beginning. Make sure everything you have set up encourages this culture. Your moderation and staff should embody and model this culture at all times. Enforce your rules fairly and consistently. Recognize users who demonstrate the culture you want to encourage others to demonstrate that culture as well.

    change agent - think outside the box - unconventional & innovative ideas provide a new perspective plant seeds of change

    Management at all levels (chart with arrows to all departments - establish relationships - translate info from customers to company route traffic to appropriate department resources - they need to know what the comm mgr's job is so both sides can leverage it provide recommendations based on community input - meta customer

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    Community 2.0 Workshop - Presentation Transcript

    1. Getting Started With Community Kellie Parker, SEGA Connie Bensen, Techrigy Dave Peck, LSF Corp Community 2.0 Conference Workshop May 11, 2009
    2. Introductions
      • Kellie Parker
        • Twitter: @kellieparker
        • Email: [email_address]
      • Connie Bensen
        • Twitter: @cbensen
        • Email: [email_address]
      • Dave Peck
        • Twitter: @davepeck
        • Email: [email_address]
    3. Morning Agenda
      • 9:00 AM – Welcome and Introductions
      • 9:15 AM – Overview of the Day
      • 9:30 AM – Types of Communities (Dave)
      • 10:00 AM – To Join or To Build? (Kellie)
      • 10:30 AM – Break
      • 10:45 AM – Community Mgr’s Toolbox (Kellie)
      • 11:30 AM – Metrics & ROI (Connie)
      • 12:15 PM – Questions
      • 12:30 PM -- Lunch
    4. Afternoon Agenda
      • 1:30 PM – Community Culture (Kellie)
      • 2:45 PM – Break
      • 3:00 PM – Internal Matters (Connie)
      • 3:45 PM – Questions
      • 4:00 PM – End of Day
    5. Types of Communities Dave Peck
    6. Typical Online Communities
      • Brand Loyalty (B2C)
        • The brand/product is the focus of content
        • Community is owned/managed by company.
      • Shop Talk (Communities of Practice)
        • Focus on exchange of information around a topic
        • How do I…” and “Where do I…” questions
      • Professional Collaboration & Learning (B2B)
        • Very controlled private space for collaboration
        • Usually internal or subscription-based
    7. B2B & B2C and Traffic Driving
      • B2C
        • Target general public
        • SEO, blogger outreach, & advertising drives traffic
        • Accept and celebrate all who join
      • B2B
        • Target highly defined memberships
        • Invitations and WOM drive traffic
        • Clear membership guidelines
        • Membership acceptance criteria
    8. Community is at the Center
    9. Figuring Out Your Goals
    10. Some Typical Goals
      • Break down geographical barriers globally
        • Connect people in different ways via interaction
      • Allow detailed & sustained conversations
        • Deepen members’ relationship with the brand
      • Offer interactive access
        • Relevant content & tools are a must for success
      • Build trusted relationships
        • Provide better communication for members
      • Generate revenue or business returns (ROI)
        • While ultimately serving member needs
    11. Accomplishing Your Goals
      • Integrate Interaction
        • How do you interact online in a way that serves both the company’s & the members’ needs?
        • Expectations are changing. People no longer want to be passive recipients of information
      • The Real World & Trust
        • Need transparency and evangelism
        • Your community manager must be visible
      • Be clear about your goals before starting a community
    12. B2B vs. B2C Needs & Traits
    13. Typical Needs & Traits
      • Consumer Communities
      • Large numbers
      • Users share an experience
      • Focus on low-touch services
      • Forums, ratings, self-serve offerings
      • Quick to scale, users have weak ties
      • Business model: scale = financial success
      • Enterprise Communities
      • Number can vary
      • Members shape purpose
      • Focus on higher touch services
      • Specific membership offering
      • Slow to scale, users have deeper ties
      • Shared mission
      • Business model: hybrid
    14. Join or Build? Kellie Parker
    15. The Question Feels Like This
    16. … But Is More Like This
    17. Before You Start a Community
      • What is already happening on the web around your brand or product?
        • Look at Facebook, MySpace, YouTube, Flickr, Twitter, Websites, Forums, and others
      • If brand/product evangelists exist, equip them
      • If they don’t exist, build them
    18. Social Media and Community
    19. Break Time!
    20. The Community Manager’s Toolbox Kellie Parker
    21. There Are Lots of Options … and many more!
    22. It May Feel Like a Jumble…
    23. The Key: Get a Strategy & Stick to It
    24. The Community Toolbox
      • Don’t use a wrench if you need a hammer
      • Use each tool to its best advantage
      • Know your available tools
      • Know what each tool is good for
      • Figure out what tools you need
      • Select the toolbox (vendor) with those tools
      • Select a vendor whose people you like & trust
    25. Meet the Tools
      • Forums
      • Chat
      • Blogs
      • Wiki
      • Groups
      • Facebook
      • Twitter
      • And many more…
    26. Forums
      • Good For:
      • User-to-user support
      • Open discussions
      • Putting users in control of discussion
      • Light participation from company reps
      • Not Good For:
      • Press releases
      • Collaboration on a central item
      • Real-time Q&A
    27. Chat
      • Good For:
      • Real-time Q&A
      • Customer Service
      • Special Occasions (ask the expert, etc)
      • Real-time events (watching an event together on TV)
      • Not Good For:
      • Big conversations
      • Collaboration on a central item
    28. Blogs
      • Good For:
      • Composed thoughts
      • Explaining things
      • Sharing web links and media
      • Keeping customers updated
      • Not Good For:
      • User-to-user interaction
      • Collaboration on a central item
      • Real-time discussion
    29. Wiki
      • Good For:
      • User collaboration on a central item
      • Knowledge Sharing
      • How-To documents
      • Not Good For:
      • User-to-user interaction
      • Opinion pieces
      • Real-time discussion
    30. Groups
      • Good For:
      • User segmentation
      • Loyalty
      • Niche interest sharing
      • Can contain many of the other tools within the group structure
    31. Facebook
      • Good For:
      • Loyalty (“fan of”)
      • Information updates
      • Asset spreading
      • Light user interaction
      • Bringing people to your site or community
      • Not Good For:
      • Heavy user interaction
      • Real-time discussion
      • Community home
    32. Twitter
      • Good For:
      • Short updates
      • Quick sharing of info
      • Light user interaction
      • Bringing people to your site or community
      • Not Good For:
      • Heavy user interaction
      • Long bits of content
      • Community home
    33. … and more
      • Photo galleries
      • Video galleries
      • Status updates
      • Comments
      • Favorites
      • YouTube
      • Flickr
      • MySpace
    34. Buy vs. Build
      • Building may seem tempting
      • Don’t re-invent the wheel
      • Think about future updates and maintenance
      • Tools are only half the battle
      • In most cases, buying is better than building
    35. Strategy
      • Determine who your users are, what they need/want to do when they get there
      • Find a platform with tools and options that best fit your needs
      • Determine your technical needs and resources
      • Start small, build for future growth
      • After launch, re-evaluate as your community grows
    36. Metrics & ROI Connie Bensen
    37. Metrics & Measurement
      • Step 1: Identify Business Objectives
      • Step 2: Decide on Priorities
      • Step 3: Choose What to Measure & Tools
        • Quantitative
        • Qualitative
      • Step 4: Benchmark
      • Step 5: Identifying Trends & Reporting
    38. Business objectives
      • Generate more word of mouth
      • Increase customer loyalty
      • Bring outside ideas into organization
      • Increase product/brand awareness
      • Improve new product success ratios
      • Improve public relations effectiveness
      • Reduce customer acquisition costs
      • Reduce customer support costs
      • Reduce market research costs
      • Reduce product development costs
    39. Monthly Reporting
      • Use a template including the following :
      • Ongoing review of goal accomplishment
      • Quantitative + Web analytics, Social Media analytics
      • Qualitative Quotes – Use for marketing
      • Benchmark based on previous report
      • Report on Trends
      • Recommendations
    40. Quantitative
      • Activity on site
        • Number of visitors & repeat visitors
        • Number of registered users versus active
        • Frequency of posting & number of comments
        • Types of searches
      • Number & type of content created
      • Number of relationships created
      • Usage of features
      • Number of subscriptions via email & rss
      • Increase in SEO rank
    41. Web Traffic Google Analytics vs Social Web Techrigy SM2
    42. Qualitative
      • Gather testimonials
        • Marketing use
        • Product development & use cases
        • Identify brand advocates
        • Appreciation for customer service
      • Document link to source for follow-up
    43. Identifying Trends
      • Ongoing
        • Note & report customer requests needing immediate assistance
        • Identify topics requiring FAQ’s or blog posts
      • Monthly
        • Marketing /Public Relations
        • Feedback on connection of messaging
        • Identify sites for potential partnerships
        • Report on time periods of high traffic
        • Feedback on brand sentiment
      • Executive/Management
        • Overview of brand sentiment & competitive analysis
        • Offer insight/suggestions on future trends & key industry topics
    44. Social Media Monitoring Tools Blogs Google Alerts, Yahoo Alerts Comments Backtype Message Boards Board Reader, BoardTracker Twitter TweetBeep, TwitterSearch Social Bookmarking StumbleUpon, Digg, Reddit, Delicious Social Media Search Engine SocialMention, Serph, Keotag
    45. Social Media Monitoring Tools Multimedia Search YouTube, Flickr Custom Feed Social Media Firehose, Yahoo Pipes Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies Website Traffic Google Analytics, Quantcast, Alexa, Compete Blog Traffic & Backlinks Technorati, Wordpress Overview Xinu
    46. Building Brand in Networks
      • LinkedIn Groups
      • Facebook Groups
      • PostRank
      • FriendFeed
      • Twitter
      • Identica, Plurk
      • Ning Communities
    47. Questions?
    48. Lunch
    49. Community Culture Kellie Parker
    50. Culture Defined
      • The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.
        • Merriam-Webster Online Dictionary
    51. Community Forms Culture
    52. Linked In
    53. Digg
    54. Gawker
    55. YouTube
    56. I Can Has Cheezburger
    57. Survivor Sucks
    58. Rules & Standards
      • Every community needs them
      • Should be in plain “layman” language
      • Should clearly state what is and is not ok
      • Should be tailored to your community
      • All users should agree at registration
      • Moderators should use them as a guide
      • Look at other sites’ rules to get started
      • Refine over time
    59. Common Rules
      • No profane, sexist, or racist language
      • No personal attacks
      • No profane or pornographic images
      • No discussion of illegal activities
      • No copyright infringement
      • No spam
      • No viruses, trojans, or malicious files
    60. Culture is More Than Rules
      • What tone of conversation do you want?
      • What kind of “energy” do you want there?
      • What do you want users to tell their friends about your community?
      • What do you want to be known for?
      • What do you want to discourage? How will you do that while reinforcing culture?
    61. Setting Culture from the Beginning
      • Set up infrastructure to promote culture
      • Mods & staff model culture at all times
      • Enforce rules fairly and consistently
      • Recognize users who demonstrate culture
    62. Break
    63. Internal Matters Connie Bensen
    64. Internal Influence
      • Change Agent
      • MetaCustomer
      • Provide innovative & unconventional ideas
      • Provide a new perspective
      • Plant seeds of change
    65. Executive Sponsorship
      • Community is a long term commitment
      • Value for the brand
      • ROI of Community
        • Business requirements
        • Stakeholder
      • For Success
        • Active Engagement
        • Embrace & support culture change
    66. Management
      • A Community Manager is a:
      • Relationship expert
      • Translator
      • Communications hub
      • Resource Center
    67. Internal Web 2.0 Ambassador
      • teach peers about social media tools
      • advocate for their adoption
      • increase awareness inside company of customer’s needs & attitudes
      • facilitate communication
    68. Questions?
    69. THANK YOU!
      • Kellie Parker
        • Twitter: @kellieparker
        • Email: [email_address]
      • Connie Bensen
        • Twitter: @cbensen
        • Email: [email_address]
      • Dave Peck
        • Twitter: @davepeck
        • Email: [email_address]

    + Connie BensenConnie Bensen, 4 months ago

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    A day long workshop that Kellie Parker, Dave Peck & more

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