Community Evangelism Workshop

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?

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

“ 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

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

The Human Skills of Evangelism
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

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

Evangelism?

Using Web 2.0 to build meaningful relationships.

Be where your audience is.

Offer something of value.

Use what you got.

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

The Technology Toolkit
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

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

Wikis
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

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

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

A Day In The Life

How Do We Keep Up?

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.

OpenID’s success
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

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!

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Community Evangelism Workshop

by deb schultz on Apr 25, 2007

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Community Evangelism Workshop — Presentation Transcript