Building Sustainable Corporate Web Communities Can organizations build better web communities with predictable success? David Terrar – D²C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones

Agenda Why build communities? What motivates people to participate? What is ICAEW doing with ion? Other examples Success factors for community sites Can we build communities with predictable success? Conclusions and best practice Recommendations References

Why build communities?

What motivates people to participate?

What is ICAEW doing with ion?

Other examples

Success factors for community sites

Can we build communities with predictable success?

Conclusions and best practice

Recommendations

References

Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge

What is a web community? An online community is an interactive group of people joined together by a common interest.

An online community is an interactive group of people joined together by a common interest.

What motivates people to participate? Expressing themselves Support Listening Sharing Recognition Power The culture of the organization "Culture is a mealy-mouthed way of talking about power.“ - Euan Semple

Expressing themselves

Support

Listening

Sharing

Recognition

Power

The culture of the organization

Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

What is ICAEW doing with ion? http://www.ion.icaew.com

What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

What is ICAEW doing with ion? Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative” Shortlisted Accountancy Age - “Best Use of the Internet - Business”

Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative”

Shortlisted Accountancy Age - “Best Use of the Internet - Business”

Some other examples SocialMediaToday.com

Building a community User won't just come like Facebook What is the purpose? What's in it for me? Champions Teamwork Coherent technology framework Prepare to lose control Moderation guidelines Community manager needed Corporate standards Not just bottom up

User won't just come like Facebook

What is the purpose?

What's in it for me?

Champions

Teamwork

Coherent technology framework

Prepare to lose control

Moderation guidelines

Community manager needed

Corporate standards

Not just bottom up

Content and community management Seed the community Need professional content Engage professionals and be prepared to pay Need the community manager acting like a party host Content guidelines Help, support, videos, livechat Focus on what the users want Marketing is vital

Seed the community

Need professional content

Engage professionals and be prepared to pay

Need the community manager acting like a party host

Content guidelines

Help, support, videos, livechat

Focus on what the users want

Marketing is vital

Not in support of any goal…

Success factors for community sites Speed of adoption Number of active users Number of posts Number of comments

Speed of adoption

Number of active users

Number of posts

Number of comments

Life cycle of a successful community

Can we build communities with predictable success? The more CONTENT you have the more MEMBERS you will get. The more MEMBERS you have the more CONTENT you will get. The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.

The more CONTENT you have the more MEMBERS you will get.

The more MEMBERS you have the more CONTENT you will get.

The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.

Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures

Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important

Recommendations Recognise it will be hard work Focus on usability Community manager needed, and they have to act like a party host Content, content, content Basic marketing e.g. email key posts Brand advertising and incentives don't work Use available resources e.g. Wikipatterns Coherent technology is important People and culture more important Make sure the key stakeholders involved understand new marketing Make sure they understanding social networks by using some and getting their hands dirty

Recognise it will be hard work

Focus on usability

Community manager needed, and they have to act like a party host

Content, content, content

Basic marketing e.g. email key posts

Brand advertising and incentives don't work

Use available resources e.g. Wikipatterns

Coherent technology is important

People and culture more important

Make sure the key stakeholders involved understand new marketing

Make sure they understanding social networks by using some and getting their hands dirty

Key take away from Enterprise 2.0 Conference 2008 Boston

Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

References Tribalization of business study 2008 Francois Gossieaux http://www.emergencemarketing.com/2008/04/24/2008-tribalization-of-business-study-preliminary-results/ http://www.nevillehobson.com/2008/10/09/fir-interview-francois-gossieaux-on-tribalization-of-business/ Online Community Best Practices Jeremiah Owyang http://www.web-strategist.com/blog/2008/03/14/online-community-best-practices-slideshare-and-zero-cost-publishing/ Wikipatterns Stewart Mader and friends http://www.wikipatterns.com/display/wikipatterns/Wikipatterns http://ikiw.org

Tribalization of business study 2008

Francois Gossieaux

http://www.emergencemarketing.com/2008/04/24/2008-tribalization-of-business-study-preliminary-results/

http://www.nevillehobson.com/2008/10/09/fir-interview-francois-gossieaux-on-tribalization-of-business/

Online Community Best Practices

Jeremiah Owyang

http://www.web-strategist.com/blog/2008/03/14/online-community-best-practices-slideshare-and-zero-cost-publishing/

Wikipatterns

Stewart Mader and friends

http://www.wikipatterns.com/display/wikipatterns/Wikipatterns

http://ikiw.org

Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com