Building the Ultimate Online Community in 10 Steps
 

Building the Ultimate Online Community in 10 Steps

on

  • 2,592 views

(Originally presented at a DNN webinar, "Buliding the Ultimate Online Community in 10 Steps" - http://www.dnnsoftware.com/About/Resources/Webinars/view/webinar/cid/423998) ...

(Originally presented at a DNN webinar, "Buliding the Ultimate Online Community in 10 Steps" - http://www.dnnsoftware.com/About/Resources/Webinars/view/webinar/cid/423998)

94% of buyers trust word-of-mouth marketing over advertising. That's why it's critical that you provide buyers and customers with the ability to communicate with each other.

The ten steps to building the ultimate online community are:

1) Develop a 90-day plan
2) Build a lean community team
3) Select an easy-to-use technology provider
4) Build the community
5) Recruit your initial community members
6) Seed activity in your community
7) Engage your initial members
8) Collect feedback from members
9) Review your results
10 Promote the community

Statistics

Views

Total Views
2,592
Views on SlideShare
1,476
Embed Views
1,116

Actions

Likes
4
Downloads
42
Comments
0

6 Embeds 1,116

http://www.dnnsoftware.com 1090
https://twitter.com 13
http://localhost 10
http://www.linkedin.com 1
http://www.rebelcm.com 1
https://translate.googleusercontent.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Building the Ultimate Online Community in 10 Steps Building the Ultimate Online Community in 10 Steps Presentation Transcript

  • TOPO Building the Ultimate Online Community in 10 Steps Scott Albro (@scottalbro) Founder and CEO TOPO www.topohq.com @topohq Sponsored by: © 2013 TOPO
  • TOPO helps marketing and sales design and deliver great buying experiences © 2013 TOPO
  • The power of online communities People make over 500 billion impressions on each other about products and services every year Question How can a company participate in these conversations in a way that adds value? Answer By providing a place where prospects, customers, and the company itself can interact © 2013 TOPO
  • Online communities can support 20+ business objectives Lead generation – Turn community members into qualified leads 2. Revenue growth – Generate revenue by creating demand in the community 3. Inbound marketing – Create content that attracts new visitors/members 4. Email marketing – Build your email database with the community 5. Customer engagement – Create a deeper sense of engagement 6. Event marketing – Market upcoming events in the community 7. Sales enablement – Let the sales organization learn from the community 8. References and testimonials – Generate references from members 9. PR and announcements – Make major announcements in the community 10. Social sharing – Let members share content on Facebook and other social sites 1. 11. Customer support – Let members provide customer support to other members 12. Online events – Host webinars in the community 13. Content creation – Use the community to “crowdsource” content 14. Executive briefings – Have executives brief members on key topics 15. Product ideation – Collaborate with customers on new product ideas 16. Product feedback – Gather product feedback from community members 17. Product testing – Have members act as beta users of products 18. Peer networking – Let customers, prospects, employees and partners connect 19. Brand affinity – Create greater brand affinity via the community 20. Customer advocacy – Identify customer advocates to support marketing © 2013 TOPO
  • The challenge of online communities Building an online community seems daunting, but a few things have made it a lot easier Social behavior Your customers and prospects now expect to engage with you socially (thank you Facebook, Twitter, and Linkedin!). Community best practices A set of best practices have emerged around building and managing online communities Technology platforms A new breed of SaaS platforms have made it possible to quickly build and launch communities © 2013 TOPO
  • Ten steps to building a great online community The roadmap 1. Develop a 90 day plan 2. Build a lean community team 3. Select an easy-to-use technology provider 4. Build the community 5. Recruit your initial members 6. Seed activity in the community 7. Engage your initial members 8. Collect feedback from members 9. Review your results 10. Promote the community to a larger audience © 2013 TOPO
  • 1. Develop a 90 day plan • Identify the community’s business objectives (think marketing and customer service to start) • Specify the activities that will drive the community in the early days (and the resources required) • Keep the plan short – no longer than 90 days and no longer than 5 pages © 2013 TOPO “…And that, in a nutshell, is my community plan. Any questions?”
  • 2. Build a lean community team • When first starting out, build a small, lean team to support the community • The community will need an executive sponsor, the support of all employees, and a Community Manager • The success of the community will come down to the Community Manager © 2013 TOPO
  • 3. Select an easy-to-use technology provider • The technology you choose to power your community will define many of its attributes • Make sure it provides community members with a great experience • And that it is easy for your community manager to use as well © 2013 TOPO “…And that’s why every community needs a technology platform”
  • 4. Build the community • With a technology selected, you can lay the foundation for the community • Focus on giving people a reason to join the community and making it really easy • This requires some design work and great copywriting skills © 2013 TOPO
  • 5. Recruit your initial community members • You need to recruit initial members who will drive early community activity • Focus on employees and 20 members outside of your organization • Invite these initial members using personal emails and the phone © 2013 TOPO
  • 6. Seed activity in the community • The most successful communities depend on “seeding” • Seeding involves sharing content, starting discussions, and general participation • The community manager should focus on seeding activity every day © 2013 TOPO
  • 7. Engage your initial members • It’s also critical that you engage members in a oneto-one fashion • Use email and even the phone to make people aware of key interactions in the community • Remember that most people won’t remember to come back to the community – you have to remind them © 2013 TOPO
  • 8. Collect feedback from members • After a few weeks, spend some time collecting feedback from members • Qualitative data is more valuable than quantitative data early on • Don’t just use email – talk to members via the phone and in person if possible © 2013 TOPO
  • 9. Review your results • After 30, 60, and 90 days, review the results of your efforts • Focus on whether members are active in the community and whether there is organic (non-seeded) activity or not • If you like what you see, get ready to launch the community to a larger audience © 2013 TOPO World’s Greatest Community
  • 10. Promote the community • Now it’s time to promote the community beyond the employees and initial members • Use email and social media in the early days – search will help later • Your strongest asset here is that there’s already an active community in place © 2013 TOPO
  • Ten steps to building a great online community 1. Develop a 90 day plan 2. Build a lean community team 3. Select an easy-to-use technology provider 4. Build the community 5. Recruit your initial members 6. Seed activity in the community 7. Engage your initial members 8. Collect feedback from members 9. Review your results 10. Promote the community to a larger audience © 2013 TOPO
  • Thank you! Any questions? Scott Albro (@scottalbro) Founder and CEO TOPO Contact DNN: http://www.dnnsoftware.com contactsales@dnnsoftware.com 650.288.3150 http://www.topohq.com @topohq © 2013 TOPO