Web 20 Expo Community Workshop Prezo

Communities that Connect & Thrive Creating the Right Mix of Purpose, Passion, People, Platforms Francois Gossieaux and Lois Kelly

AGENDA, maybe 1. 1 Meet the teams + agreements 2. Context: what community means 3. 2008 Tribalization of Business Study + best/worst practices 4. Team community development: 3 options 5. 5 Burning down the obstacles 6. Wrap + 3 take aways Beeline Labs

Community/group you loved… what made it great? Write it down; share with your group Beeline Labs

2008 Tribalization of Business Study + Best Practices Review the highlights of the 2008 Tribalization Of Business Study with case study-based best practice analysis d b db l Beeline Labs

Agenda Highlights: 2008 Tribalization of Business Study Major takeaways Case study-based analysis of best practices How do you get going? o go g 2008 Tribalization of Business Study was sponsored by Deloitte, Beeline Labs and the Society For New Communications Research Beeline Labs

What’s this tribal thing all about? Tribalism is the very first social system that human beings ever lived in, and it has lasted much longer than any other kind of society to date. g y y (Wikipedia) Beeline Labs

Motivations allowing this to work People want to connect with people People want to help and be helped People operate either in a social framework or a market framework o a et a e o Beeline Labs

Understanding the driving forces of communities THE MORE CONTENT YOU HAVE THE MORE MEMBERS YOU WILL GET. THE MORE MEMBERS YOU HAVE THE MORE CONTENT YOU WILL GET. THE BETTER YOU MATCH CONTENT AND MEMBERS TO MEMBER PROFILES THE MORE MEMBERS AND CONTENT YOU WILL GET. THE EASIER IT IS TO DO TRANSACTIONS THE MORE MEMBERS YOU WILL ATTRACT. Those pillars create the dynamics of increasing returns which help communities deliver GAME CHANGING results Beeline Labs

TOP USAGE SCENARIOS: Customer service Idea generation Id ti Co‐innovation Amplifying Word of Mouth New Product Development Reputation management Product testing CANARY IN THE COALMINE Market research Developer relations Public relations LONG TAIL SALES Employee communications General Marketing Beeline Labs 9

Who’s in charge? Sales Employee communications Product development MARKETING IT Public Relations R&D Finance Customer service Beeline Labs

Major takeaway #1 Communities deliver game-changing results Communities can increase revenue per p customer dramatically – i.e., 50% Communities will increase product introduction success ratios Communities amplify everything you do – increasing effectiveness and decreasing costs Beeline Labs

Major takeaway #2 The rise of the CMO 2.0 Communities should be an important part of p p the CMO’s toolset (but for many large companies – there is an under-investment and scale problem) Communities should evolve the role of the CMO into Chief Customer Officer (but that will require drastic changes in attitude and approach to marketing) If done properly, communities will transform the way marketing works (reduced costs, improved effectiveness, new opportunities) pp ) Beeline Labs

Major takeaway #3 The need for new management thinking Mismatch between community g y goals and associated investments Major gaps between community goals and what is being measured Communities have to combine with major talent initiatives Communities will transform most business processes Beeline Labs

Major takeaway #3.5 The worst practices enjoy wide adoption The build it and they will come ( g ) fallacy y (again) y The let’s keep it small so it doesn’t move the needle phenomenon The not invented here syndrome Beeline Labs

Case-study-based lessons learned Creating a Great Marketing Program vs. a Movement Wal-Mart vs. Fiskateers Scalability issues with community-based programs Bank of America How many communities can you belong to? A review of the Small Business focused communities Thinking out of the box The Tivo community The Eli Lily oncology drug community Beeline Labs

Interesting case studies Wal-Mart Stores 11 Moms Community for sharing money saving tips via video clips Independent community – not required to be Wal-Mart shoppers and can write about other deals 10 best clips get $6,000 in groceries 11 Moms are being invited to Bentonville for a company tour and for a meeting with the CEO Done in partnership: Joint partnership with Flip Joint partnership with YouTube Beeline Labs

Successful case studies Fiskars – the fiskateers program 3 original ambassadors Goal to recruit 250 additional ambassadors in 6 months – achieved that in 48 hours and reached 5000 Fiskateers in 18 months months. Goal to increase chatter by 10% – instead increased by 600% Goal to increase sales by 10% - instead increased by 300% Community provided a huge support base when they ran into a PR nightmare Program, which is now the main marketing engine is now fully funded by the big box stores Beeline Labs

What’s the big difference between those programs? A Successful A Successful Scrapbooking MARKETING PROGRAM MOVEMENT (will need continuous attention) (Going by itself) Beeline Labs

Many communities have scalability issues Bank of America <20,000 members , BoA has more than 10M small business users Scaling business by 0.5% = 500,000 new accounts New SB account is worth $100 to BoA through referral fees 500K accounts = $50M This does not scale! Beeline Labs

How many communities can you belong to? Dozens of Small Business Communities Beeline Labs

Thinking out of the box Beeline Labs

How do you get started? S A M Simple Aggressive Measured Beeline Labs

How do you really get started? S A M Strategize Activate Manage -to- scale Beeline Labs

Design a community 1. Software company: aerospace engineers 2. Regional theater: ticket buyers, donors 3. Toy company: consumers What’s appeal? Value? What goes on? What keeps people coming back? What’s the name? Beeline Labs

Burning down the obstacles

Where should we start? Strategy: Opportunity Roadmap External research/trends. Strategic intent & alignment. Ideation & hypothesis. Activation Purpose validation/research. People. Activities/content. Technology platform/tools. Policies. Measures. Launch plan. Managing to scale Facilitation. Education/training. Sense & respond. Measure and fund success. Beeline Labs

Obstacle #1: What’s the business value? More McKinsey, less McCann y, • Show the data & trends, examples • Be frank about readiness, risks • Frame the value to business function goals, aspirations l i ti Beeline Labs

Where can you inject social media principles into existing business functions? Public Sales Customer relations service i Talent recruitment Activate change: Market Empower processes Research Employee communications Product Training innovation Beeline Labs

Value: What’s the right monthly “report”? Brevity! “So what” 1. 1 What we ve learned relevant to business: we’ve Stories, anecdotes, ideas 2. Movement, adoption: #s 3. Stats used to measure function • Customer satisfaction: Net Promoter change • Sales: Increase # transactions, revenue , • Insights: new ideas • Customer service: reduced call center calls • Lead gen: downloads • PR: sentiment changeg • Employee Comm: informed/access/being heard Beeline Labs

Obstacle #2: Appealing to all of our customers, prospects “The most potent tribes are built in the interstices, in the margins, on the fringes.” Rob Kozinets, “E-Tribalized Marketing?” The Strategic Implications of Virtual Communities of Consumption” Beeline Labs

Questions to get at likely appeal • How much do people care about this topic/issue? Why? • On a scale of 1-10 how passionate are people about getting and giving help? •Why would people prefer to connecting with people like them vs. “official channels”? • Are there ”fringe” topics, groups that are underserved? • What business value is there be for us to be associated with this issue? Beeline Labs

Obstacle #3: Fear of failure, “newness” Do right research Fail fast and cheap(er) cheap(er). Simple technology Sense & respond Stop a dud fast Beeline Labs

Obstacle #4: Whose job is it anyhow? Part of the function, not separate silo , p Community manager skills Functional expertise Communications Networking Content Analytical Strategy gy Empathy Beeline Labs

Obstacle #5: What if we build it and no one comes? Beeline Labs

“The number of people who are willing to start something is Advocates smaller, smaller much smaller, than smaller Co te t Content the number of people who are UGC willing to contribute once Facilitation someone else starts l Choices something.” Here Comes Everybody, Clay Shirky Beeline Labs

Obstacle #6: What’s the right technology platform? Beeline Labs

Questions to think about • What experience are you trying to create? What functionality do y absolutely have to y you y have to make it work? • Are there two types of profiling capabilities? • Declared/what I’m telling you about my self • Dynamic profiling, recommendations based on behavior • Don’t’ buy it. • Widgets or “platform.” g p • Put product develop “guy” on team -- not just marketing professionals. Beeline Labs

Wrapping up morning What we’ve learned… Social movement & tribal behavior vs. “channel” or program Part of business strategy, function g Content, activity matters more than technology Research well, then go fast and simple Your 3 takeaways Beeline Labs

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Web 20 Expo Community Workshop Prezo

by Francois Gossieaux on Sep 22, 2008

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Web 20 Expo Community Workshop Prezo — Presentation Transcript