COMMUNITY EVANGELISM: TOOLS & TECHNIQUES Anil Dash and Deborah Schultz Web2Expo April 15, 2007

Good Morning!

Anil Dash [email_address] www.anildash.com

Deborah Schultz [email_address] www.deborahschultz.com Technology changes, Humans don’t

Who are you? How may of you work at start-ups? Fortune 500? How may of you have corporate blogs? How many of you use feedreaders or RSS? How many of you have sent video or photo to the web? Today? How many of you consider yourselves evangelists today?

How may of you work at start-ups? Fortune 500?

How may of you have corporate blogs?

How many of you use feedreaders or RSS?

How many of you have sent video or photo to the web? Today?

How many of you consider yourselves evangelists today?

Today’s Workshop Who are We & Who are You? The philosophy of evangelism What is community evangelism? Key Concepts The Human Skills Technical Know-how Case Studies

Who are We & Who are You?

The philosophy of evangelism

What is community evangelism?

Key Concepts

The Human Skills

Technical Know-how

Case Studies

“ What can you do with a book?”

The web is something you: Read Browse Share Write Create Change

The difference in potential is the result of evangelism.

Persistence Awareness

Persistence

Google can find you.

Visits to “The Long Tail”

A date stamp is a social contract.

“ I will stay in touch.”

What matters ?

Disposable?

Valuable

The web can be this, too.

Meaningful

Awareness

“ I need more email!”

Sweaters up to 30% off! I CCed you just in case! Our February Newsletter

Spam!

Rude.

Control

Persistence Awareness

Persistence: Makes the experience meaningful

Awareness: Keeps the lines of communication open

Persistence + Awareness

A Relationship

Maintain a relationship on the web.

Using Web 2.0 to build relationships.

Community Evangelism

Concepts

What’s an Evangelist? A customer advocate An Educator “Amongst the people” interacting with the community where they live The human face of the company Cross-functional - not just a marketer A foil for the company

A customer advocate

An Educator

“Amongst the people” interacting with the community where they live

The human face of the company

Cross-functional - not just a marketer

A foil for the company

The Human Skills of Evangelism Listener Connector Critic Partial geek Detective Catalyst Diplomat Juggler Driven by relationships Approachable Intuitive Inquisitive

Listener

Connector

Critic

Partial geek

Detective

Catalyst

Diplomat

Juggler

Driven by relationships

Approachable

Intuitive

Inquisitive

Relationship Economy Transactions are the by-products of healthy relationships. The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness. Sometimes, transactions don't matter. - Jerry Michalski

Transactions are the by-products of healthy relationships.

The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness.

Sometimes, transactions don't matter.

- Jerry Michalski

Key Concepts Democratization of tools & access The Live web Decentralization Amateur culture Increased individual influence Control is out of control Let the seller beware People are the message

Democratization of tools & access

The Live web

Decentralization

Amateur culture

Increased individual influence

Control is out of control

Let the seller beware

People are the message

Evangelism?

Using Web 2.0 to build meaningful relationships.

Be where your audience is.

Offer something of value.

Use what you got.

Break

Tools of the Trade

The Ecosystem Social Networks YOU Blogosphere Wikis Events (offline) Photo & Video Sites Blogs IM Vlogs Mass Media Email Events Forums Social Media Tools Digg Del.icio.us Tagging Partners Presence Facebook Flickr YoutTube WIkia Myspace Vox FanSites Others Dinners Meet-up Conference Chat Wiki Podcasts Search Widgets Stumble Upon Wikipedia Twitter IM Jaiku Other Technorati Google RSS/ Feeds Competitors

The Toolkit On your site - Blogs, rss, forums, email Out at the edges Blogosphere, social networks, photo & video sites, Offline (aka the 3D world) Events, meet-ups, conferences, dinners

On your site -

Blogs, rss, forums, email

Out at the edges

Blogosphere, social networks, photo & video sites,

Offline (aka the 3D world)

Events, meet-ups, conferences, dinners

The Technology Toolkit Blogs Podcasts RSS Video Wikis Social Networks Chat Email lists Groups/Forums

Blogs

Podcasts

RSS

Video

Wikis

Social Networks

Chat

Email lists

Groups/Forums

Blogs Immediate and ongoing connection Provides a human face and voice for the evangelist Enables you to jump in Be proactive and quick to react Low barrier to entry - just get started

Immediate and ongoing connection

Provides a human face and voice for the evangelist

Enables you to jump in

Be proactive and quick to react

Low barrier to entry - just get started

Podcasting & Videocasting Video Services: YouTube, Google Video, Metacafe, blip.tv, Revver, PhotoBucket Photo Tools: Flickr, PhotoBucket, Desktop Tools: i Movie, Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop

Video Services: YouTube, Google Video, Metacafe, blip.tv, Revver, PhotoBucket

Photo Tools: Flickr, PhotoBucket,

Desktop Tools: i Movie, Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop

Wikis Editable web pages Great for collaboration Need tending Types: hosted vs. server side Hosted: Socialtext, jotspot, PBwiki Server: Mediawiki, instiki

Editable web pages

Great for collaboration

Need tending

Types: hosted vs. server side

Hosted: Socialtext, jotspot, PBwiki

Server: Mediawiki, instiki

Feed Reading Track sites passively Reduce email overload Need tending Types: hosted vs. server/client side Hosted: Google Reader, Bloglines, My Yahoo, Rojo Server: FeedDemon, NetNewsWire

Track sites passively

Reduce email overload

Need tending

Types: hosted vs. server/client side

Hosted: Google Reader, Bloglines, My Yahoo, Rojo

Server: FeedDemon, NetNewsWire

Social Networks/Media Tools Get out there into the community Link out and join the network Post screenshots to flickr, upload videos to youtube Ensure you are easy to find Use tags, social bookmarks Use the same screen name across the ecosystem Create a presence Product/community page, events calendar

Get out there into the community

Link out and join the network

Post screenshots to flickr, upload videos to youtube

Ensure you are easy to find

Use tags, social bookmarks

Use the same screen name across the ecosystem

Create a presence

Product/community page, events calendar

Some Guiding Principles Be authentic Participate You are not in control Get transparent Engage online & offline Be a catalyst Know when to “let it go” It’s not about technology This is an attitude shift Listen. Rinse. Repeat -this last one courtesy of brian oberkirk

Be authentic

Participate

You are not in control

Get transparent

Engage online & offline

Be a catalyst

Know when to “let it go”

It’s not about technology

This is an attitude shift

Listen. Rinse. Repeat

-this last one courtesy of brian oberkirk

A Day In The Life

How Do We Keep Up?

Break

OpenID’s success 100 million IDs in 18 months Enabled for every AOL and AIM user Public endorsement by Bill Gates on behalf of Microsoft Support from Six Apart, Digg, Technorati, etc.

100 million IDs in 18 months

Enabled for every AOL and AIM user

Public endorsement by Bill Gates on behalf of Microsoft

Support from Six Apart, Digg, Technorati, etc.

OpenID’s success Making a meaningful connection Be where your audience is Offer something of value Use what you got

Making a meaningful connection

Be where your audience is

Offer something of value

Use what you got

OpenID’s success A clear story Mailing lists Community Wiki Face-to-face meetups Frequent popular blog posts Extensive coverage on Digg Trusted, empowered leaders

A clear story

Mailing lists

Community Wiki

Face-to-face meetups

Frequent popular blog posts

Extensive coverage on Digg

Trusted, empowered leaders

Questions

COMMUNITY EVANGELISM: TOOLS & TECHNIQUES Anil Dash and Deborah Schultz May 26, 2009

Anil Dash [email_address] www.anildash.com

Deborah Schultz [email_address] www.deborahschultz.com

Thank You!