Online Community Strategy Framework
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Online Community Strategy Framework



Online Community Strategic Framework and Best Practices. Web 2.0 Sites, Social Sites, Online Community Sites... call it what you want, this framework will provide you with an approach that works for ...

Online Community Strategic Framework and Best Practices. Web 2.0 Sites, Social Sites, Online Community Sites... call it what you want, this framework will provide you with an approach that works for engaging your customers and nurturing your prospects.



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Online Community Strategy Framework Presentation Transcript

  • 1. ONLINE Community strategy framework
    Ensuring an engaged online community
    Content Plan
    Event Plan
    Promotion/Outreach Plan
    Member-to-Member Interaction
    Content Plan
    Event Plan
    Promotion/Outreach Plan
    Member-to-Member Interaction
  • 6. 1) Business Goal
    What is your business objective? Boil it down to one sentence that gets to the core of your objective.
    Increase Sales
    Increase Brand Awareness
    Decrease Cost of Customer Service
    Co-creation of New Products
    Establish Yourself as a Thought Leader
    Better Search Results
    Provide Additional Information
    Educate Customers
    Enable Customers to Collaborate and Share Knowledge
  • 7. 1- Business Goal (communities need a reason)
    King Research, June 2007
  • 8. 1) Business Goal
    The business goal of PD 360 was to raise student achievement . They accomplished a lift of 11.3% improvement in student achievement through an online learning community for teachers with on demand professional development .
  • 9. 1) Business Goal …know who you are, what type of online community would you be?
  • 10. 2) Social Media Landscape
    What is Social Media Anyway?From Wikipedia, the free encyclopedia
    At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
  • 11. 2) Social Media Landscape
    What does social media look like? Where are your customers having conversations?
    Online Customer Communities
  • 12. 2) Social Media Landscape
    How is your brand or the competition’s brand represented in the social ecosystem, where are there gaps, and what is your plan to position your brand accordingly?
    Search for Brand Mention
    Blog Pulse
    Google Blog Search
    Monitor Activity Levels
    Competitive Analysis and Tracking
  • 13. 2) Social Media Landscape
  • 14. 2) Social Media Landscape
  • 15. 2) Social Media Landscape
  • 16. 2) Social Media Landscape
  • 17. 2) Social Media Landscape
  • 18. LEARN
  • 19. 3) Member Needs Analysis
    Share Knowledge: Explore ideas and participate in one-on-one private discussions or public group threads. Access actionable experienced-based solutions from like minds
    Connect With Peers: Network with one another to find exactly the individual you need who shares your passion. Combat isolation, share emotions and experience a sense of camaraderie.
    Access Tools:find resources that allow you to do your job better, shorten decision times, decrease risk
  • 20. 3) Member Needs Analysis (profile your audience)
    • Gain insight on their specific needs.
    • 21. What member types or personas exist?
    • 22. Predict their needs.
    • 23. Do their needs vary?
    • 24. What are they looking for?
    • 25. How do they like to interact?
    • 26. How willing are they to share openly?
    • 27. Do they want exposure?
    • 28. Do they want to influence others?
    • 29. Do they want to shape the industry?
    • 30. Are they time crunched?
    Prepared by
  • 31. 3) Member Needs Analysis
  • 32. 3) Member Needs Analysis
    • Announce new members in a group
    • 33. Invite members in a group to read relevant articles and comment
    • 34. Invite members to participate in relevant webcasts or teleconferences
    Prepared by
  • 35.
  • 36. LAUNCH
  • 37. 4) Engagement Model
    What will you publish?
    Where will you publish?
    How often will you publish?
    Balance (content, events, 1:1, outreach)
    Integrate with traditional channels
  • 38. 4) Engagement Model…strive to balance the elements
  • 39.
  • 40. 4) Engagement Model…plan for active readers or ‘lurkers’
    Make it easier to contribute.Netflix lets users rate movies by clicking a star rating
    Make participation a side effect.For example, Amazon's "people who bought this book, bought these other books”
    Edit, don't create.Let users build their contributions by modifying existing templates rather than creating new
    Reward — but don't over-reward — participants.Don't give too much to the most active participants, or you'll simply encourage them to dominate the system even more.
    Promote quality contributors.Give extra prominence to good contributions
    Jakob Nielsen’s Alertbox, October 9, 2006
  • 41. 4) Engagement Model …promote quality contributors and create ways to spotlight good contributions
    Prepared by
  • 42. 4) Engagement Model
    …active and relevant moderation engages members
  • 43. 4) Engagement Model
    3 Key Factors to Creating Community Atmosphere
    Quality, up to date content
    Clear objective value
    Strong moderation and facilitation
    The Host’s Role in Establishing Culture
    Recognize positive participation
    Solicit and respond to member feedback
    Communicate with members
    Value statement
    Clear code of conduct
    Open lines of communication
    Host plays a visible role
    User experience/feature set tailored to audience
    Content – quality, relevant and up to date
    Acknowledge positive contribution
    Create welcoming culture. A welcomed member is more likely to come back, contribute and tell others
  • 44. 4) Engagement Model
    …a moderator is instrumental in creating the culture
    Establish Rules
    Create Guidelines for Contributing
    Be Prepared to be a Bouncer at Times
    Prepared by
  • 45. Recruit a Variety of Hosts
    • Editorial Board
    • 46. Frequent Contributors
    • 47. Former Speakers
    • 48. Affinity Group Chairs
    4) Engagement Model…build your bench of hosts or “creators”
    Prepared by
  • 49. 4) Engagement Model…create awareness by highlighting members and promote/invite using traditional channels
    CIO Magazine has a monthly column highlighting interviews with their community members. This is a great way to drive membership and promote your community. Drive traffic from traditional channels to your community. Some members might want exposure.
    Prepared by
  • 50. 4) Engagement Model…facilitate ways for introductions
    Member profiles reflect interests, activities and needs
    New members need a place to introduce themselves
    Prepared by
  • 51. 4) Engagement Model …seed the community with events, content etc.
    • Communities thrive on connection
    • 52. Events offer members a chance to come together
    • 53. Online or offline, maintain variety, keep it fresh
    • 54. Leverage existing assets
    • 55. Monthly member-led webinars, save the recordings
    • 56. Target webinars for each affinity group, Q&A via discussions
    • 57. Local round table events
    • 58. Content, articles, research, white papers, podcasts
    Prepared by
  • 59. 4) Engagement ModelCommunities Need Ways for Attendees to Pitch In
    Communities love to solve a problem
    They want to help, your community will give them a chance
    Prepared by
  • 60. 4) Engagement Model Discover ways for attendees to pitch in, executives enjoy working together
    • 15 CIOs worked in a collaborative environment for nine months to create the IT Value Matrix, advance the profession, and positively influence the next generation.
    • 61. Benchmarking Tool
    • 62. Marketing the Value of IT Study
    • 63. Running Start: How to Succeed in Your First 90 Days – collaborative project
    • 64. Career Path Model – started as knowledge center content, then webinar
    • 65. Business Continuity – started as knowledge center content, then webinar, then regional hosted event
    • 66. Sarbanes-Oxley (SOX) playbook, a how-to guide and resource to help CIOs better manage the SOX compliance process
    Prepared by
  • 67. 4) Engagement Model …create multiple ways to participate
    • Chair an affinity group or task force
    • 68. Member-led webinars and teleconferences
    • 69. Small group calls, intimate setting, like-minded peers
    • 70. Collaborative projects and tools, showcase them at events
    • 71. Member-hosted regional events
    • 72. Annual meetings
    • 73. Get interviewed for publication
    • 74. Dedicated column in publication
    • 75. Member spotlights
    • 76. Awards
    • 77. Leadership Development: video series on leaders
    • 78. Develop a course taught by members
    • 79. Speakers Bureau – introduce members to exposure opportunities
    • 80. Newsletter – highlight new members, upcoming events, speaker opportunities
    • 81. Enable members to display a measure of their experience - provides context and builds trust
    Prepared by
  • 82. MEASURE
  • 83. 5) Success Metrics/ROI
    Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative… you don’t need a laundry list like below. Pick a few relevant ones.
    Unique Visitors
    New Member Registrations
    Page Views
    Member Loyalty
    Member Satisfaction
    Most Active Members
    Top Searches
    Message Posts
    Advertising Performance
    Member Lifecycle
    First Time Contributors
    Content Rating
    Ratio: Unregistered to Registered
    Ratio: Page Views per Post
    Reputation Changes
    Ratio: Post per Thread
    Content Tagging
    Comments per Blog Post
    Ratio: Searches Per Post
    Podcasts and Video (links, uploads)
    Member Blog Posts
    Size of Networks/Buddy Lists
    Customer service tickets
    Cost savings for customer service
    Tech support tickets
    Cost savings for tech support
    Product feedback for R&D
    Product trial downloads
    Mentions on other sites
    Ratios of comments per post
    Forum posts answers
    Average response time
    Referrals to community
    Renewals and upsells
    Participation in online tools
    User complaints
    # of users leaving / deleting accounts
    Leads provided to partners
  • 84. Wash, Rinse, Repeat
  • 85. Online Community Takeaways
    Trust and Respect
    Moderation : critical to entice lurkers to participate
    Ecosystem: strive for balance (content, events, interaction, and outreach)
    Profile: understand your groups, predict needs, and communicate appropriately
    Create Atmosphere or Community Culture: provide forums for group collaboration and small group interactions (chats, calls, member hosted events)
    Plan:Goals, metrics, outcomes and monetization
    Organizational Buy-In: leverage corporate assets
    Share: communicate what you learn with the organization
    Variety:keep it interesting, fresh content on front page (news, articles etc.)
    Heroes:pick heroes to benchmark your community against, not necessarily in your industry
    Prepared by
  • 86. Social Media Takeaways
    Listen first
    Be respectful, human, considerate and passionate
    What is in it for your customer? If nothing, don’t bother.
    Community before commerce
    It is a cocktail party not a lecture
    Tolerate criticism
    Encourage personalities
    People congregate around relevance and value
  • 87.
  • 88. Do you feel socially fatigued?
    Bring it back to the basics
    Listen | Learn | Launch
  • 89. 1. LISTEN
  • 90. 2. LEARN
  • 91. 3. LAUNCH
  • 92. Thank you
    Lauren DeLong
    Private | Trusted | Relevant