Your SlideShare is downloading. ×

Building Effective Social Media Communities for Business


Published on

10 Steps to build effective social media communities for business. Contact for details on how I can present this to your company as a speaking engagement or as a two-day …

10 Steps to build effective social media communities for business. Contact for details on how I can present this to your company as a speaking engagement or as a two-day instructional class in social media

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 2. Approach: to Build Effective 10 Tips Communities for BusinessBased on Real-world Lessons:
  • 3. 1. Treat Your Community as a Channel not a Destination
  • 4. TraditionalCustomerChannels(Pre-Internet)
  • 5. AddedCustomer These did not destroyChannels traditional marketingBy the Internet We Assimilated these New Channels
  • 6. NewCustomer ChannelsThanks to Web 2.0 We need to manage these just like our other channels:  Define key message  Target audience  Define interaction  Manage content  Report and analyze
  • 7. 2. Put Your Finger on the Problem
  • 8. If you jump on theBandwagonYou’ll Just Implement Technology To achieve business results, you need to focus on solving a problem
  • 9. Instead Define the 6σ Problem You Want to Solve Structured Problem Statement Addressable Market Position Return on Investment
  • 10. Example Defining a More on this Problem Solution in Our Next Tip To Solve Problem We have many members but they are not generating sufficient Statement online revenueAddressable  Photo and craft enthusiasts Market  Photo “professional amateurs” Solution Create a community that taps ideas of “professional amateurs” to incent Position craft enthusiasts buy online products
  • 11. 3. Destination Pick Your Before You Leave
  • 12. If You Do Not KnowWhere You Are GoingHow Will You Know When (or If) You’ll Get There?Don’t“Eye Ball” it:Get a Map…Map YourSuccessfrom YourValue Chain
  • 13. Five Examples of Mapping YourCommunity Value ChainTo Define Success… Members  Leads Conversions UGC  Page Views Ad Revenue UGC ✚ Tags  Topics Targeted Ads Members ✚Tag their UGC  Demo Data Affiliate Marketing Campaigns Feature Promotions  Member Interaction Click-through-Sales
  • 14. This ConvertsMember Interaction into a Sale
  • 15. 4. Use the Right Tool for the Job
  • 16. There is MoreThan One Tool To Build Business CommunitiesDon’tAutomaticallyTry to Build Your Own: You have Many Tools to Use Pick the One that Fits Your Problem
  • 17. Mobile SocialLow Involvement ThresholdLeverages ubiquity ofmobile phones and easy ofuser identity to drive actionSocial ContestsLow-Med Involvement ThresholdHarnesses competition andsocial reputation to drivecontent creation
  • 18. CrowdsourcingMedium Involvement ThresholdTaps the “wisdom” ofcrowds to elicit “pre-approved” ideasFull DestinationsHigh Involvement ThresholdStrengthens existingcommunities with brandedFacebook- or LinkedIn-likesocial network
  • 19. 5. Remember, It’s Not Just About You © The Walt Disney Company, 1937
  • 20. People are Busy,They Will Only ParticipateIf it is Worth Their Time and EffortMeet YourCompetition:
  • 21. Which of these isMore Compelling?Same Purpose, but Different Presentation Can you let What would us know you like us where we to provide O can sell R to make things and you happier make with our money? product?
  • 22. A Real-life ExampleOf a Community That is Compelling to its Customers “Would you like to lose weight and look better?”
  • 23. 6. Let your, Members be Themselves
  • 24. “I Already Have Too Many Accounts…Don’t Make Me Join Y.A.N.”I Won’t (If I do, I’ll likely forget) Now You Come Along... Can You Join Our Network Too ?
  • 25. Let People Extend Their NetworkBy Using Existing Identities This eliminates a huge barrier to registration and participation
  • 26. Another Real-life ExampleSmall Business Communities: Two Different Models vs.
  • 27. 7. Greedy Don’t be© Twentieth Century Fox Film Corporation, 1987
  • 28. Not Everyone Is a Creator…Most Are SpectatorsUntil They Find Something They Like Creators Critics Joiners Spectators The Social Technographics Ladder Source: Forrester Research, Inc. 2009 0% 25% 50% 75%
  • 29. Be Open With Your ContentLet Everyone In When you make people Join before you show them content you miss half of your market When you design for Creators you are designing for less than ¼ of your market “Creator Oaks” “Greedy is NOT Good”
  • 30. However, Most Ignore ThisAn Example of Great Community that is “Gated”
  • 31. Open Network InteractionLet People Be Spectators Before Joiners & Beyond
  • 32. 8. Treat Your CommunityLike a Garden
  • 33. Step 1:Seed Compelling ContentTo Attract “Like Content” from Others Let’s Take a Look
  • 34. Real WorldExample:Result ofSeedingExpertContent New Valuable Member
  • 35. Step 2:Nurture the CommunityLike a Garden to Make It Grow Week 1 Week 2 Week 3 Week 4 Week 5
  • 36. Step 3:Prune the WeedsTo Prevent Bad Elements From Taking Over Weed Your Content Through Moderation  Highlight Good Content  Archive Old Content  Edit or Send Back Content with Errors  Reject Inappropriate Content
  • 37. Crowdsourcing Without Moderation:The National Dialog
  • 38. 9. Createa SAFEEnvironment
  • 39. If You Do Not CreateSafe EnvironmentYour Members Will Be Afraid to Participate Look at your personal experience… Which mainstream social networks have you joined? Which did you join first?
  • 40. You Need to EmployFour ToolsTo Create A Safe Community 1. Attribution 2. Privacy 3. Flagging 4. Moderation If You Do Not Have ALL of These Your Community is Unsafe
  • 41. Safety Tool #1:AttributionMake Critics & Creators Identify Themselves  Raises likelihood of valuable content (UGC)  Encourages more civil discussion  Enables targeted action (both rewards and penalties)
  • 42. Safety Tool #2:Privacy ControlsKeep Data Private Unless Told Otherwise  Builds trust through control  Ensures regulatory compliance  Reduces risk of social network abuse
  • 43. Safety Tool #3:FlaggingEnable Members to Police Themselves Flag content as Inappropriate Escalates attention for Moderation Automated removal upon threshold Provides 24 7, Empowered Protection
  • 44. Safety Tool #4:ModerationEnable Community Managers to Moderate Content Enables Message Control Pro-actively Protects Your Members Enables You to Reward Good Content (and Penalize Bad)
  • 45. 10. Connect All the Dots to Capitalize on Your Idea
  • 46. If you leave yourCommunity DetachedIt Won’t Drive Results Into Your Value Chain Instead you will just create a place to socialize… To avoid this, you need to embed the community into your enterprise
  • 47. At a Minimum, You Need ToConnect Three Elements:To Form the Core of Your Value Chain The Community: Where you attract insight and input from partners 360 View and customersThe Data Warehouse: z Where you analyze Your Back Office: your customers z Where you automateacross the community rules and workflow and your enterprise for SFA, CRM, ERP, etc. based on customer insight
  • 48. When You Link These to All ChannelsYou Leverage the CommunityTo Create the Most Value CRM SFA ERP
  • 49. The Communities Highlighted TodayHave “Connected The Dots”To Obtain Large Returns on their Investments
  • 50. Day Job:Neighborhood AmericaCIO & VP of Technologyhttp://www.NeighborhoodAmerica.comFor More Information:Email: Jim@NeighborhoodAmerica.comTwitter: http://www.The-Corner-Office.comQuestions?