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Frictionless Participation

Frictionless Participation






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    Frictionless Participation Frictionless Participation Presentation Transcript

    • Frictionless Participation David Carter CTO & Founder Awareness Inc. Blog: http://carter.awarenessnetworks.com Twitter: dkrcarter
    • Who the heck is David Carter?
      • Co-founder of Awareness
      • Based at our Canadian office near Toronto
      • Have been in the content management space since end of 2000
      • Prior to that Microsoft for 11 years
        • Internet Strategy Manager
        • Product Manager for IE3, IE4 in Canada (don't blame me)
        • Lots of other stuff…
      • Housekeeping for non Canadians
        • "aboot"="about"
        • "Eh" means "don't you agree?" or "what do you think?"
        • E.g. " This is going to be a good webinar eh? ", " How's it goin eh?"
      © 2008 Awareness
    • Great Customers
    • Participation
      • Reading - Passive
        • Very little feedback
        • Doesn't influence the community
        • May not even need to be logged in
        • Skim along the surface
        • Not a bad thing
      • Participation - Interactive
        • Dive in
        • People interact with the site
        • People create content
        • People interact with each other
        • People update their profiles
        • It's a great metric to build an ROI statement
    • Defining Successful Communities
      • Reading - Linear
      • Participation - Circular
        • More participation drives more content
        • More reasons for other people to visit
        • More visits means more potential participation
        • Rinse and repeat
      Participate Consume Consume
    • Friction / Engagement Scale Most Engaged Least Engaged Manage a Blog Manage a Topic Create a Wiki Topic / Start a Group Write a Guest Post Participate in a Wiki/Group/Discussion Post a threaded comment Leave a comment Vote / Rate / Bookmark Most Engaged Most Engaged Least Engaged Create a profile Edit/Update a profile View Friending Tagging
    • What customers do you think are the most valuable? Most Engaged Least Engaged Most Engaged Least Engaged
      • You know the most about this group
      • They help create a bigger footprint
      • They can drive the direction of the community
      • They consume
    • Easy Participation - Voting
      • Voting is simply a reaction to some content
      • Easy to do.. One click
      • Can influence the positioning of other content
      • Can add context to content
      • Don't think of it as simply "rate this post"
        • "mark as a favorite"
        • "was this post helpful?"
        • Or very purposed towards the category of content
          • "rate this best practice with respect to ROI"
          • "Choose this article for the 2008 end of year summary "
      • You can treat "reading" as an implied vote
    • Voting is great for sites with very little UGC
      • Add context to company information or product info
        • "great product for teens"
        • "rate the kid friendliness of this product"
        • "this product was easy to install"
      • Voting doesn't replace Survey's and Polls because it is targeted towards a piece of content. It is a reaction
      • Bookmarking is really a kind of "voting" isn't it?
        • Tag it and you added context
    • Profile Polling
      • In the past Profiles were private, now they are content
      • Doesn't it follow that profile questions could be asked in the form of a quick poll?
        • Share it as a profile item (with their permission)
        • Display the aggregate results
        • Capture the info for every single person
        • Dead simple
        • Find people who feel the same way you do
        • You don't "profile the heck" out of people when they first register
    • Show the results as you would a poll
      • However, clicking that data could show you members
      • Basically each interaction contributes to the complexity of your communities Social Graph
    • Friending
      • Friending is participation
      • It is a great point of participation because there is an implied context of "trust"
      • Make the friending process simple
        • Add this author to my people-list
      • Quick Discussion of "People-Lists"
    • Using Points of Enthusiasm
      • Opportunities present themselves that communities may already be enthusiastic about. Use those to gather content and broaden people's profiles
        • A Specific Topic
          • A company meeting
          • A company social event
          • A community happening / news event
            • See Boston.com and see if there is any interest in the celtics today
        • A Process
          • A direct email campaign
          • A registration
          • A contest
        • Create a purposed "Quick Post" form to make participation dead simple
    • Comment / Threaded Comments
      • Discussion Forums are the original community
      • Next easiest participation because you still "react" but you have to formulate a thought
      • Threaded comments are a little more engaged because people can "react" to your comment
      • Make everything a discussion
      • We even have a widget for SharePoint content and script to capture discussions in your existing CMS systems
    • Imagine the interesting Aggregations Content Bookmarks Discussions Wiki Calendar Voting Profile Reputation Participation Profile Groups/ Friends Presence Photos Audio Video Clippings Voting
    • Play back the content in many ways
      • As a profile / blog
        • Show posts
        • Votes
        • Comments
        • Profile questions
      • As a category of content
        • E.g. Marketing, Sports, News etc.
      • As a result from community interaction
        • Highest voted
        • Most commented on
        • Most recent
    • Reputation can grow based on participation
      • Every interaction paints a picture
      • How people vote on that authors content
      • How that author votes
      • Where they submit content (what categories)
      • Who their friends are?
      • Where they hang out?
      • My twitter experiment.. Small world
    • What you should do next
      • Evaluate if your site (or plan) includes lots of frictionless participation
        • How can you lower the bar of entry
      • What are some obvious "Points of Enthusiasm" that you need to exploit
      • Call us and we can help you get started
    • Questions? David Carter Blog: http://carter.awarenessnetworks.com Twitter: dkrcarter Email: david.carter@awarenessnetworks.com