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Building Web Communities That Add Value Can organizations build better web communities with predictable success? David Ter...
Agenda  <ul><li>Why build communities? </li></ul><ul><li>What motivates people to participate? </li></ul><ul><li>What is I...
Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplif...
What is a web community? <ul><li>An online community is an interactive group of people joined together by a common interes...
What motivates people to participate? <ul><li>Expressing themselves </li></ul><ul><li>Support </li></ul><ul><li>Listening ...
Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of  http://www.useit.com/alertbox/participation_ineq...
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? <ul><li>Winning awards: </li></ul><ul><li>  “Best New Web 2.0 Initiative” </li></ul><ul><li>...
Some other examples SocialMediaToday.com
Building a community <ul><li>User won't just come like Facebook </li></ul><ul><li>What is the purpose? </li></ul><ul><li>W...
Content and community management <ul><li>Seed the community </li></ul><ul><li>Need professional content </li></ul><ul><li>...
Not in support of any goal…
Success factors for community sites <ul><li>Speed of adoption </li></ul><ul><li>Number of active users </li></ul><ul><li>N...
Life cycle of a successful community
 
Can we build communities  with predictable success? <ul><li>The more CONTENT you have the more MEMBERS you will get. </li>...
Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + commun...
Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE...
Recommendations <ul><li>Recognise it will be hard work </li></ul><ul><li>Focus on usability </li></ul><ul><li>Community ma...
Key take away from  Enterprise 2.0 Conference 2008 Boston
Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
References <ul><li>Tribalization of  business study 2008  </li></ul><ul><ul><li>Francois Gossieaux </li></ul></ul><ul><ul>...
Contact details David Terrar CEO - D²C Limited and  Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285  (direct...
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Building Web Communities That Add Value

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Using the web community we built for Institute of Chartered Accountants of England and Wales professional member network as a case study, this presentation gives practical advice on how to build a better web community

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  • Transcript of "Building Web Communities That Add Value"

    1. 1. Building Web Communities That Add Value 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
    2. 2. Agenda <ul><li>Why build communities? </li></ul><ul><li>What motivates people to participate? </li></ul><ul><li>What is ICAEW doing with ion? </li></ul><ul><li>Other examples </li></ul><ul><li>Success factors for community sites </li></ul><ul><li>Can we build communities with predictable success? </li></ul><ul><li>Conclusions and best practice </li></ul><ul><li>Recommendations </li></ul><ul><li>References </li></ul>
    3. 3. 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
    4. 4. What is a web community? <ul><li>An online community is an interactive group of people joined together by a common interest. </li></ul>
    5. 5. What motivates people to participate? <ul><li>Expressing themselves </li></ul><ul><li>Support </li></ul><ul><li>Listening </li></ul><ul><li>Sharing </li></ul><ul><li>Recognition </li></ul><ul><li>Power </li></ul><ul><li>The culture of the organization </li></ul>&quot;Culture is a mealy-mouthed way of talking about power.“ - Euan Semple
    6. 6. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
    7. 7. What is ICAEW doing with ion? http://www.ion.icaew.com
    8. 8. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
    9. 9. What is ICAEW doing with ion? <ul><li>Winning awards: </li></ul><ul><li> “Best New Web 2.0 Initiative” </li></ul><ul><li> Web 2.0 Strategies 2008 </li></ul>
    10. 10. Some other examples SocialMediaToday.com
    11. 11. Building a community <ul><li>User won't just come like Facebook </li></ul><ul><li>What is the purpose? </li></ul><ul><li>What's in it for me? </li></ul><ul><li>Champions </li></ul><ul><li>Teamwork </li></ul><ul><li>Coherent technology framework </li></ul><ul><li>Prepare to lose control </li></ul><ul><li>Moderation guidelines </li></ul><ul><li>Community manager needed </li></ul><ul><li>Corporate standards </li></ul><ul><li>Not just bottom up </li></ul>
    12. 12. Content and community management <ul><li>Seed the community </li></ul><ul><li>Need professional content </li></ul><ul><li>Engage professionals and be prepared to pay </li></ul><ul><li>Need the community manager acting like a party host </li></ul><ul><li>Content guidelines </li></ul><ul><li>Help, support, videos, livechat </li></ul><ul><li>Focus on what the users want </li></ul><ul><li>Marketing is vital </li></ul>
    13. 13. Not in support of any goal…
    14. 14. Success factors for community sites <ul><li>Speed of adoption </li></ul><ul><li>Number of active users </li></ul><ul><li>Number of posts </li></ul><ul><li>Number of comments </li></ul>
    15. 15. Life cycle of a successful community
    16. 17. Can we build communities with predictable success? <ul><li>The more CONTENT you have the more MEMBERS you will get. </li></ul><ul><li>The more MEMBERS you have the more CONTENT you will get. </li></ul><ul><li>The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get. </li></ul>
    17. 18. 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
    18. 19. Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important
    19. 20. Recommendations <ul><li>Recognise it will be hard work </li></ul><ul><li>Focus on usability </li></ul><ul><li>Community manager needed, and they have to act like a party host </li></ul><ul><li>Content, content, content </li></ul><ul><li>Basic marketing e.g. email key posts </li></ul><ul><li>Brand advertising and incentives don't work </li></ul><ul><li>Use available resources e.g. Wikipatterns </li></ul><ul><li>Coherent technology is important </li></ul><ul><li>People and culture more important </li></ul><ul><li>Make sure the key stakeholders involved understand new marketing </li></ul><ul><li>Make sure they understanding social networks by using some and getting their hands dirty </li></ul>
    20. 21. Key take away from Enterprise 2.0 Conference 2008 Boston
    21. 22. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
    22. 23. References <ul><li>Tribalization of business study 2008 </li></ul><ul><ul><li>Francois Gossieaux </li></ul></ul><ul><ul><li>http://www.emergencemarketing.com/2008/04/24/2008-tribalization-of-business-study-preliminary-results/ </li></ul></ul><ul><li>Online Community Best Practices </li></ul><ul><ul><li>Jeremiah Owyang </li></ul></ul><ul><ul><li>http://www.web-strategist.com/blog/2008/03/14/online-community-best-practices-slideshare-and-zero-cost-publishing/ </li></ul></ul><ul><li>Wikipatterns </li></ul><ul><ul><li>Stewart Mader and friends </li></ul></ul><ul><ul><li>http://www.wikipatterns.com/display/wikipatterns/Wikipatterns </li></ul></ul><ul><ul><li>http://ikiw.org </li></ul></ul>
    23. 24. 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
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