BUILDING    EFFECTIVE           COMMUNITIES                FOR           BUSINESS              Jim Haughwout
Approach:                to Build Effective   10 Tips      Communities for                    BusinessBased on Real-world ...
1.   Treat Your Community        as a Channel     not a Destination
TraditionalCustomerChannels(Pre-Internet)
AddedCustomer          These did not destroyChannels          traditional marketingBy the Internet   We Assimilated these ...
NewCustomer ChannelsThanks to Web 2.0                    We need to                    manage these just                  ...
2.   Put Your Finger      on the Problem
If you jump on theBandwagonYou’ll Just Implement     Technology   To achieve    business   results, you  need to focus   o...
Instead   Define the                                        6σ           Problem          You Want to Solve  Structured   ...
Example   Defining a            More on this           Problem               Solution in                                Ou...
3.         Destination     Pick Your     Before You Leave
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 Your...
Five Examples of Mapping YourCommunity Value ChainTo Define Success… Members  Leads Conversions UGC  Page Views Ad R...
This ConvertsMember Interaction   into a Sale
4.   Use the Right Tool          for the Job
There is MoreThan One Tool  To Build Business    CommunitiesDon’tAutomaticallyTry to Build Your Own:      You have Many To...
Mobile SocialLow Involvement ThresholdLeverages ubiquity ofmobile phones and easy ofuser identity to drive actionSocial Co...
CrowdsourcingMedium Involvement ThresholdTaps the “wisdom” ofcrowds to elicit “pre-approved” ideasFull DestinationsHigh In...
5.   Remember,       It’s Not Just      About You                       © The Walt Disney Company, 1937
People are Busy,They Will Only ParticipateIf it is Worth Their Time and EffortMeet YourCompetition:
Which of these isMore Compelling?Same Purpose, but Different Presentation    Can you let                  What would     u...
A Real-life ExampleOf a Community That is Compelling to its Customers                   “Would you                   like ...
6.   Let your,     Members be     Themselves
“I Already Have Too Many Accounts…Don’t Make Me Join Y.A.N.”I Won’t (If I do, I’ll likely forget)                         ...
Let People Extend Their NetworkBy Using Existing Identities            This eliminates a             huge barrier to      ...
Another Real-life ExampleSmall Business Communities: Two Different Models                        vs.
7.                                                 Greedy                                                 Don’t be© Twenti...
Not Everyone Is a Creator…Most Are SpectatorsUntil They Find Something They Like                                          ...
Be Open With Your ContentLet Everyone In                      When you make people                       Join before you s...
However, Most Ignore ThisAn Example of Great Community that is “Gated”
Open Network InteractionLet People Be Spectators Before Joiners & Beyond
8.   Treat Your   CommunityLike a Garden
Step 1:Seed Compelling ContentTo Attract “Like Content” from Others                                    Let’s              ...
Real WorldExample:Result ofSeedingExpertContent               New             Valuable             Member
Step 2:Nurture the CommunityLike a Garden to Make It Grow                                Week 1   Week 2   Week 3   Week 4...
Step 3:Prune the WeedsTo Prevent Bad Elements From Taking Over                             Weed Your Content              ...
Crowdsourcing Without Moderation:The National Dialog
9.   Createa SAFEEnvironment
If You Do Not CreateSafe EnvironmentYour Members Will Be Afraid to Participate    Look at your      personal    experience...
You Need to EmployFour ToolsTo Create A Safe Community                             1.   Attribution                       ...
Safety Tool #1:AttributionMake Critics & Creators Identify Themselves  Raises likelihood of valuable   content (UGC)  En...
Safety Tool #2:Privacy ControlsKeep Data Private Unless Told Otherwise  Builds trust through control  Ensures regulatory...
Safety Tool #3:FlaggingEnable Members to Police Themselves Flag content as  Inappropriate Escalates  attention for  Mode...
Safety Tool #4:ModerationEnable Community Managers to Moderate Content Enables  Message Control Pro-actively  Protects Y...
10.   Connect All      the Dots to      Capitalize on       Your Idea
If you leave yourCommunity DetachedIt Won’t Drive Results Into Your Value Chain    Instead you will  just create a place  ...
At a Minimum, You Need ToConnect Three Elements:To Form the Core of Your Value Chain                         The Community...
When You Link These to All ChannelsYou Leverage the CommunityTo Create the Most Value                      CRM            ...
The Communities Highlighted TodayHave “Connected The Dots”To Obtain Large Returns on their Investments
Day Job:Neighborhood AmericaCIO & VP of Technologyhttp://www.NeighborhoodAmerica.comFor More Information:Email:     Jim@Ne...
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Building Effective Social Media Communities for Business

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10 Steps to build effective social media communities for business. Contact haughwout@oulixeus.com 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

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Building Effective Social Media Communities for Business

  1. 1. BUILDING EFFECTIVE COMMUNITIES FOR BUSINESS Jim Haughwout
  2. 2. Approach: to Build Effective 10 Tips Communities for BusinessBased on Real-world Lessons:
  3. 3. 1. Treat Your Community as a Channel not a Destination
  4. 4. TraditionalCustomerChannels(Pre-Internet)
  5. 5. AddedCustomer These did not destroyChannels traditional marketingBy the Internet We Assimilated these New Channels
  6. 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. 7. 2. Put Your Finger on the Problem
  8. 8. If you jump on theBandwagonYou’ll Just Implement Technology To achieve business results, you need to focus on solving a problem
  9. 9. Instead Define the 6σ Problem You Want to Solve Structured Problem Statement Addressable Market Position Return on Investment
  10. 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. 11. 3. Destination Pick Your Before You Leave
  12. 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. 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. 14. This ConvertsMember Interaction into a Sale
  15. 15. 4. Use the Right Tool for the Job
  16. 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. 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. 18. CrowdsourcingMedium Involvement ThresholdTaps the “wisdom” ofcrowds to elicit “pre-approved” ideasFull DestinationsHigh Involvement ThresholdStrengthens existingcommunities with brandedFacebook- or LinkedIn-likesocial network
  19. 19. 5. Remember, It’s Not Just About You © The Walt Disney Company, 1937
  20. 20. People are Busy,They Will Only ParticipateIf it is Worth Their Time and EffortMeet YourCompetition:
  21. 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. 22. A Real-life ExampleOf a Community That is Compelling to its Customers “Would you like to lose weight and look better?”
  23. 23. 6. Let your, Members be Themselves
  24. 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. 25. Let People Extend Their NetworkBy Using Existing Identities This eliminates a huge barrier to registration and participation
  26. 26. Another Real-life ExampleSmall Business Communities: Two Different Models vs.
  27. 27. 7. Greedy Don’t be© Twentieth Century Fox Film Corporation, 1987
  28. 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. 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. 30. However, Most Ignore ThisAn Example of Great Community that is “Gated”
  31. 31. Open Network InteractionLet People Be Spectators Before Joiners & Beyond
  32. 32. 8. Treat Your CommunityLike a Garden
  33. 33. Step 1:Seed Compelling ContentTo Attract “Like Content” from Others Let’s Take a Look
  34. 34. Real WorldExample:Result ofSeedingExpertContent New Valuable Member
  35. 35. Step 2:Nurture the CommunityLike a Garden to Make It Grow Week 1 Week 2 Week 3 Week 4 Week 5
  36. 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. 37. Crowdsourcing Without Moderation:The National Dialog
  38. 38. 9. Createa SAFEEnvironment
  39. 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. 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. 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. 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. 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. 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. 45. 10. Connect All the Dots to Capitalize on Your Idea
  46. 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. 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. 48. When You Link These to All ChannelsYou Leverage the CommunityTo Create the Most Value CRM SFA ERP
  49. 49. The Communities Highlighted TodayHave “Connected The Dots”To Obtain Large Returns on their Investments
  50. 50. Day Job:Neighborhood AmericaCIO & VP of Technologyhttp://www.NeighborhoodAmerica.comFor More Information:Email: Jim@NeighborhoodAmerica.comTwitter: http://Twitter.com/JHaughwoutBlog: http://www.The-Corner-Office.comQuestions?

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