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  • Corporate Voice Community: Facilitate a dialog with your audience in a personal, "humanized" voice that builds trust through ongoing conversation. User-Generated Content/Microsite Campaign: Build demand for your products and services through a contest or other viral marketing program and encourage interaction among users through content submission and voting on the submissions of others. Enthusiasts Community: Increase brand awareness by stimulating a common passion in your audience while encouraging members to share thoughts and ideas. Associations/Subscribers Community: Increase customer satisfaction through an exclusive, "velvet-rope" community for customers, association members, or subscribers. Loyalty Community: Enhance customer loyalty by communicating with and rewarding your top customers. Innovation Community: Generate new product ideas by encouraging customers share ideas and knowledge.  Provide a forum to rate customer ideas for product and service enhancements in order to, confirm or modify current product plans, and turn potentially negative feedback into constructive criticism. Peer Support Community: Reduce customer service and support costs by providing a vehicle for community members to solve others' problems. Event Community: Build and maintain buzz leading up to and following an event.

Transcript

  • 1. Your Relationship Ecosystem How clinicians leverage community tools to better connect with their key stakeholders By Maria Sipka | CEO www.linqia.com PRESENTATION TO PATIENTS KNOW BEST| SEPTEMBER 2009
  • 2. Communities are rarely used for direct selling… Source: http://www.flickr.com/photos/kraskland/3473214142/
  • 3. .. but rather as a relationship conduit Source: http://www.flickr.com/photos/st-stev/153582206/
  • 4. 8 Community Types
    • Corporate Voice Community
    • User-Generated Content/ Micro Site Campaign
    • Enthusiasts Community
    • Associations/ Subscribers Community
    • Loyalty Community
    • Innovation Community
    • Peer Support Community
    • Event Community
    Source: Awareness
  • 5. The Numbers 2,000+ social networks 160 million communities 1.6 billion people online 950 million social network members 350 million community members
  • 6. Source: http://www.flickr.com/photos/rattodisabina/ See community tools as means to converse with your key stakeholders
  • 7. Collaboration Channel Communication Channel Before Now
  • 8. Source: http://www.flickr.com/photos/amandafarah/2465700760/ Which means the rules have changed
  • 9.  
  • 10. Source: http://www.flickr.com/photos/expressmonorail/2416243832/ Take off your marketing, PR, advertising, sales, market research… hat for a moment
  • 11. Source: http://www.flickr.com/photos/aeter/2604233315/ … and put yourself into the shoes of your key stakeholders
  • 12. Source: http://www.flickr.com/photos/mondocardine/3778923153/ Understand the role of online communities in your relationship ecosystem A brief journey to…
  • 13. The Relationship Cycle Phase 1 Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake
  • 14. Phase #1 What are you thinking of offering? Is there really a need? Who are your key stakeholders? How do they currently behave? Before you start… Research Validate Crystalize Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake
  • 15. Phase #2 What does success look like? Over what period of time? How are they tied to your business goals? How and when will you measure success? Paint a picture… You can’t manage what you don’t measure Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake
  • 16. Phase #3 What is your budget? What internal + external people will you need? Build or white label? Where will you gather content? Can you source sponsors? The community plan If you don’t have your own plan you become a part of somebody elses Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake
  • 17. Phase #4 How are they segmented? Where do they hang out? How will you reach out to them? What’s are the different carrots you’ll offer? Go get them! Focused Targeted Authentic Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake
  • 18. Phase #5 When do you know you’ve achieved success? How does your community fit into your stakeholders life? Formalized referral? Integrating your CRM? Return on investment The proof is in the numbers Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake
  • 19. Phase #6 Your Offering Results/ Pulse Check Retention Setting Objectives Community Planning Acquisition/ Uptake Keeping your relationships engaged Deepening relationships Loyalty initiatives? Evangelists Don’t give up to early! Aim to distribute the workload by engaging your community
  • 20. Keep in Mind Always… Transparency + Engagement + Consistency + Collaboration + Celebration + Simplicity + Measurement = Community
  • 21. Contact Details Maria Sipka Founder/ CEO www.linqia.com www.themoderatorcommunity.com Tel: +34 626768788 [email_address] Barcelona | Geneva | Silicon Valley Twitter: @mariasipka