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Building a Community

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gave this short presentation at the Austin Marketing Executive Network covering pitfals, lessons learned and best practices in building online customer communities

gave this short presentation at the Austin Marketing Executive Network covering pitfals, lessons learned and best practices in building online customer communities

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  • The group could be loosely defined, membership-based, opportunistic, professional, etc.Interactions can happen online, offline or in bothPassion is key to determine potential– saving the planet vs. kleenex
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    • 1. Building a Community
      Gerardo A Dada
      Austin Marketing Executives Network – Oct 14, 2011
    • 2. Let’s build a community!
      Social media experts told us we should build a community
      Blogs!
      Profiles!
      Forums!
      Ideas!
      Wikis!
      It will be so engaging!
      We will be the Facebook of our Industry!
      Our competition will be jealous!
    • 3. But then reality strikes
    • 4. Most Community Sites Fail
      Why Most Online Communities Fail
      “60% of the online communities failed to gain traction as measured by the number of members”
      – Wall Street Journal
      Lure of “Bells and Whistles” results in over-spending on technology
      Inexperienced or no community moderationteam
      Challenge of measuring success of an online community
      4
    • 5. Gartner’s Opinion
      “About 70 percent of the community typically fails to coalesce.”
      “Furthermore, of the 30 percent of the communities that do emerge, many revolve around interactions that planners didn't envision, that don't provide business value and that may even be counterproductive”
      http://www.gartner.com/it/page.jsp?id=758914
    • 6. Community Graveyard
      We have seen lots of community launch announcements in the press
      No one has paid attention at the graveyard of communities…
    • 7. 1/9/90
      Only 0.33% of Allstate visitors ever visit the community
    • 8. Launch and Crash
    • 9. Launch and Crash
    • 10. Stale Communities
      • Very few forums have recent activity
      • 11. Remember this is one of the world’s leading brands hosting a community for the most popular sport in the world
    • A community is a group of like-minded individuals
      that interact with each other about the topics they
      care about.
    • 12. Why is it difficult?
      Build a community platform
      Develop critical mass of engaged users
      Develop critical mass of useful content
      Sustainability
      Getting users to come back, increase engagement, keep it going
      Make it valuable
      How to keep the conversation relevant
      How do you make UGC valuable for all your users
      How does your main site benefit your community
      Determine ROI
      Awareness, activity, fans and followers don’t pay the bills
      12
      “Chicken and Egg“ problem
    • 13. Best Practices for Community Building
    • 14. 1. Don’t Build a Social Strategy
      Customer support
      Social media should support a strategy
      Marketing Strategy
      Product Development
    • 15. Marketing
      • Leads, engagement, conversion
      Corporate Communications & PR
      • Listening, influence, awareness
      Customer Support
      • Time to resolution, issues resolved - cost savings
      Human resources
      • Ramp-Up, Time to productivity, retention
      Knowledge management
      • Productivity, agility, efficiency
      Product Development
      • Adoption and competitiveness
      2. Measure Business Results
    • 16. GiffGaff support community
      95% of all questions are answered within an hour.
      NPS = 75
    • 17. 3. Understand Participation and Value
      90%
      Majority of Customers don’t know community exists, how it works, can’t find it, or don’t have time.
      9%
      Enthusiasts
      will find a forum, read answers and vote
      1%
      Experts
      will blog, answer forum questions, drive community
    • 18. 3. Understand Participation and Value
      Community Success:
      Empowering, encouraging and recognizing experts and enthusiasts to share passion, knowledge and experiences with all other customers (or prospects)
      90%
      Majority of Customers don’t know community exists, how it works, can’t find it, or don’t have time.
      9%
      Enthusiasts
      will find a forum, read answers and vote
      1%
      Experts
      will blog, answer forum questions, drive community
    • 19. 4. You Can’t Create a Community
      Instead of “fishing where the fish are”, standalone communities try to be a destination site
      Brands want to own the conversation.
      How many brands can realistically have communities around each topic? How many cooking communities do we need?
      How many profiles online do real users maintain? On how many sites are they active?
      19
    • 20. It’s not the job of the Social Media Manager
      All marketers should learn to leverage social media
      You don’t call your CFO your Excel Manager
      Social Media is a tool everyone should use– make it part of their job
      i.e. Product Marketing responsible for writing 1 blog a month, participating in Quora and LinkedIn discussions
      Support helps customers over phone, email forums & twitter
      Empower the entire organization to engage customers using social tools and to participate in communities
      Community Strategist is a coordination function
      5. Social Media is part of a Customer Engagement Strategy
    • 21. 6. Integrate Social with Customer Engagement & Online Strategy
      Blogs, forums and other social media elements are part of the product page, not (only) in a separate “community” microsite
    • 22. PR and Support are now real-time
      Organizations cannot opt-out of engaging in social channels, the conversation will happen anyway
      Tomorrow is too late – responses required in hours
      Must have a crisis management plan ready
      Decide what and who to ignore
      Participation guidelines – social media policy
      Legal protection – disclaimers & rules
      Personal vs. business – the line is blurred
      Culture shift is still difficult for many companies
      6. Listen and Respond
    • 23. “Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking…the human voice is unmistakably genuine... Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.”
      Cluetrain Manifesto, 1999
    • 24. Questions?
      Gerardo A. Dada
      www.TheAdaptiveMarketer.com
      http://www.linkedin.com/in/gdada
      @gerardodada
      www.gdada.com

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