Building A Successful Online Community
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Building A Successful Online Community

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10 Steps to Building a successful online Community

10 Steps to Building a successful online Community

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    Building A Successful Online Community Building A Successful Online Community Presentation Transcript

    • Building Successful Online Communities Ian Farmer : Social Media Practice Manager 1
    • What is a Community? This isn’t 2
    • What is a Community? This is 3
    • 10 steps to a successful online community 1. Define the community purpose 2. Audit current needs fulfilment 3. Know your audience 4. Provide Membership benefits 5. Use the right Tools & Software 6. Seed with great content 7. Marketing of the community 8. Define Rules, Roles & Profiles 9. Measure and monitor 10. Manage the Rise and Divide of niche 4
    • 1. Define the community purpose Community: A group of people brought together by a common cause or objective 5
    • Purpose example http://www.wecansolveit.org 6
    • 2. Audit current needs fulfillment 7
    • Community Needs 8
    • 3. Know your audience Who are your Stakeholders? What are their specific needs? 9
    • Example needs - Support 10
    • Example Needs - Mobility
    • 4. Provide Membership benefits WIIFM 12
    • Free hosting, contests, fame! 13
    • Naturopath help line, book, duffle bag http://www.blackmores.com.au 14
    • First, Free, Share & Shape http://www.vibevillage.com 15
    • Make membership obvious and easy 16
    • 5. Use the right Tools and Software Community creation tools Web 2.0 2008 1990 1980 2000 17
    • Replicating “real life” Community conversations 18
    • Tools : Profiles 19
    • Tools : Blogs 20
    • Tools : Forums http://www.blackmores.com.au/Pregnancy/Discussion/Default.aspx?PageId=233 21
    • Tools: Maps http://www.bikely.com/listpaths/srchkey/sydney/country/14/region/4 22
    • Tools : Rate / Review http://www.yelp.com 23
    • Tools: Bookmarks 24
    • Tools: RSS feeds 25
    • Tools: Wikis http://pbwiki.com http://www.wetpaint.com 26
    • Tools : Social networks http://www.ning.com http://www.techcrunch.com/2007/07/24/9-ways-to-build-your-own-social-network/ 27
    • Tools versus Needs Giving and Expressing Status & Affiliation and Sense of Getting Identity Self-esteem Belonging community Help    Blogs Content sharing,  videos (you tube) tagging Self forming   groups (Yahoo, Google) Profile pages    (Myspace, Facebook, Linked In) Rating / Reviews   (Trip Advisor, Yelp) Question &   Answer / Forums (Yahoo answers) Purpose driven      social network / community 28
    • 6. Seed with great content “and get a few passionate needs stakeholders into the mix early” 29
    • Seeding examples Content People 30
    • Seeding examples Knowledge Experts Discussion 31
    • 7. Marketing of the community 32
    • Emails, competitions 33
    • Twitter http://www.twitter.com/ifarmer 34
    • Syndicate content 35
    • Extending Reach 36
    • Video Miro.com Veoh.com Joost.com Magnify.net 37
    • Word of mouth 38
    • Word of mouth example 39
    • 8. Define Rules, Roles and Profiles Design for a range of ROLES Develop a strong LEADERSHIP program Encourage appropriate ETIQUETTE 40
    • Secondlife – Help Island 41
    • IBM’s “BlueIQ” Ambassadors Program Clinics Lunch & Learn Jumpstart Engagements 42
    • 9. Measure and Monitor with metrics • Link to purpose / needs • E.g. # articles written, by who • # articles consumed, reviewed, rated, etc 43
    • Example Metrics - Language lessons 44
    • Use Metrics to refine purpose 45
    • 10. Rise and Divide of Niche 46
    • Example – Rise and Divide of Niche • Music • Birth of new Genre • Learn to play piano – Jazz pianist • Food • Recipes – Chilli club 47
    • Example – Rise and Divide of Niche • Healthy Living • Fitness – Running Festival 48
    • 10 steps to a successful online community 1. Define the community purpose 2. Audit current needs fulfilment 3. Know your audience 4. Provide Membership benefits 5. Use the right Tools & Software 6. Seed with great content 7. Marketing of the community 8. Define Rules, Roles & Profiles 9. Measure and monitor 10. Manage the Rise and Divide of niche 49
    • Thankyou Ian Farmer Ian.farmer@bullseye.com.au Senior Brand Strategist 0417 460 518 http://frontiering.com.au/blog http://blog.bullseye.com.au http://www.twitter.com/ifarmer 50