Community Evangelism Workshop


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Web2Expo Community Evangelism Workshop given on 4/15/07 with Anil Dash

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  • Why is community and community evangelism so important today?
  • Christopher Salazar:
    A Community Evangelist should have all of these plus more:
    1. Must have Community experience: The Evangelist must understand how to use tools that will interest customers and one must have some experience using them.
    2. Must understand the customer: Customers are tricky because they are so diverse. Yet, they all have one thing in common, and the Evangelist must recognize this commonality.
    3. Must find a way to indirectly invite the customer in: Let’s face it, all Corporate-driven activities are reaching out to somehow gain a sales lead and/or profit. But, Community Marketing is something different. Instead, a Corporate Evangelist must use community tools to actively engage the customer with other customers, prospects, and experts…as well as indirectly say “Come on over, we have something for you.”
    4. Seamless integrate Community Tools with current Corporate offerings: It seems easy, but how do you provide a seamless integration, from a user experience perspective, from one tool to the other and with the corporate website? Or should you? This is a question that most Evangelists should consider before launching a corporate blog and/or forum.
    5. Must be the customer: This is an important one. The job of the Evangelist is to provide a voice for the customer, better yet provide a link between the customer and the company. So, this requires one to be very sensitive of customer needs, but also aware of what Corporate goals are too.
    6. Must be the company: Also, another important attribute, but it’s true. Again, the Evangelist is the central link between the customer and the company, so he/she must communicate the overall corporate message/goals to the customer. Yet, it cannot sound like a sales pitch, instead it should be very informal.
    It seems easy, but it still takes some experience and a lot of intuition. A Community Evangelist needs to have an agenda, but be willing to alter it for the sake of the customer. I would like to congrat Mario Sundar for his new endeavor at LinkedIn, but also send him some “Good luck” wishes. He’s in for quite a journey, but I know he will bring a lot of experience to the company, but better yet, he understands the customer because he is one! He’s already one step ahead…I’m positive that I missed a few things…please let me know what you have to add?
  • Why is community and community evangelism so important today?
  • Community Evangelism Workshop

    1. 1. COMMUNITY EVANGELISM: TOOLS & TECHNIQUES Anil Dash and Deborah Schultz Web2Expo April 15, 2007
    2. 2. Good Morning!
    3. 3. Anil Dash
    4. 4. Deborah Schultz Technology changes, Humans don’t
    5. 5. 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?
    6. 6. 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
    7. 7. “What can you do with a book?”
    8. 8. The web is something you: BCCSWrhrRrheoaeiaawnatrtgsdeeeee
    9. 9. The difference in potential is the result of evangelism.
    10. 10. Persistence Awareness
    11. 11. Persistence
    12. 12. Google can find you.
    13. 13. Visits to “The Long Tail”
    14. 14. A date stamp is a social contract.
    15. 15. “I will stay in touch.”
    16. 16. What matters?
    17. 17. Disposable?
    18. 18. Valuable
    19. 19. The web can be this, too.
    20. 20. Meaningful
    21. 21. Awareness
    22. 22. “I need more email!”
    23. 23. Sweaters up to 30% off! I CCed you just in case! Our February Newsletter
    24. 24. Spam!
    25. 25. Rude.
    26. 26. Control
    27. 27. Persistence Awareness
    28. 28. Persistence: Makes the experience meaningful
    29. 29. Awareness: Keeps the lines of communication open
    30. 30. Persistence + Awareness
    31. 31. A Relationship
    32. 32. Maintain a relationship on the web.
    33. 33. Using Web 2.0 to build relationships.
    34. 34. Community Evangelism
    35. 35. Concepts
    36. 36. 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
    37. 37. The Human Skills of Evangelism • Listener • Connector • Critic • Partial geek • Detective • Catalyst • Diplomat • Juggler • Driven by relationships • Approachable • Intuitive • Inquisitive
    38. 38. 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
    39. 39. 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
    40. 40. Evangelism?
    41. 41. Using Web 2.0 to build meaningful relationships.
    42. 42. Be where your audience is.
    43. 43. Offer something of value.
    44. 44. Use what you got.
    45. 45. Break
    46. 46. Tools of the Trade
    47. 47. The Ecosystem Social Networks YOU Blogosphere Wikis Events (offline) Photo & Video Sites Blogs IM Vlogs Mass Media Email Events Forums Stumble Upon Social Media Tools Digg Partners Tagging Presence Facebook Flickr YoutTube WIkia Myspace Vox FanSites Others Dinners Meet-up Conference Chat Wiki Podcasts Search Widgets Wikipedia Twitter IM Other Jaiku Technorati Google RSS/ Feeds Competitors
    48. 48. 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
    49. 49. The Technol ogy Tool ki t • Blogs • Podcasts • RSS • Video • Wikis • Social Networks • Chat • Email lists • Groups/Forums
    50. 50. 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
    51. 51. Podcasting & Videocasting • Video Services: YouTube, Google Video, Metacafe,, Revver, PhotoBucket • Photo Tools: Flickr, PhotoBucket, • Desktop Tools: iMovie, Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop
    52. 52. Wikis • Editable web pages • Great for collaboration • Need tending • Types: hosted vs. server side –Hosted: Socialtext, jotspot, PBwiki –Server: Mediawiki, instiki
    53. 53. 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
    54. 54. 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
    55. 55. 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
    56. 56. A Day In The Life
    57. 57. How Do We Keep Up?
    58. 58. Break
    59. 59. 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.
    60. 60. OpenID’s success • Making a meaningful connection • Be where your audience is • Offer something of value • Use what you got
    61. 61. 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
    62. 62. Questions
    63. 63. COMMUNITY EVANGELISM: TOOLS & TECHNIQUES Anil Dash and Deborah Schultz August 29, 2014
    64. 64. Anil Dash
    65. 65. Deborah Schultz
    66. 66. Thank You!