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Identifying How Personality Drives Word of Mouth Marketing for Your Online Community (How To Develop a Successful Online C...
 
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http://cli.gs/WtJEq8 JOIN ME HERE!!!
Hands On I ( “community” = conference ) <ul><li>Community was made accessible to you </li></ul><ul><ul><li>How did you lea...
Hands On I ( “sub-community” = workshop ) <ul><li>Why are you a member of this sub-community? </li></ul><ul><li>How will b...
What is an online community? SUMMARY  History and emergence of online communities, 2003
Pew Internet & American Life  ::  Oct 31, 2001
<ul><li>The Getting Ahead group  - 51% of Internet users who have checked out trade and professional associations or labor...
Rubicon Consulting, October 2008
 
 
 
 
 
Online  communities vary <ul><li>‘ online community’ is a loose, broad term </li></ul><ul><li>varying characteristics </li...
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<ul><li>asynchronous communication technologies </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Listservs </li></ul...
<ul><li>1991 Internet born and boom </li></ul><ul><ul><li>Internet telephone </li></ul></ul><ul><ul><li>streaming video </...
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FOSE Facebook started w/13 friends; 6.5 weeks later @ 225 friends (confirmed guests)
 
 
<ul><li>socStardom twitter account </li></ul><ul><li>150 followers within 7 days </li></ul>
 
 
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<ul><li>Web communities suffer from “participation inequality” ... rate of participation varies on type of content  </li><...
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<ul><li>Community users remain customers 50% longer than non-community users. (AT&T, 2002)  </li></ul><ul><li>43% of suppo...
 
 
 
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Online Community Fundamentals ... and Using Personality to Build Your Community

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I led a small workshop @ the Business of Community Networking conference in Boston, Massachusetts on March 24, 2009. My topic: Identifying How Personality Drives Word of Mouth Marketing for Your Online Community. More information about this presentation can be found here: http://cli.gs/4VvWbZ

Flickr photos of the event:
http://cli.gs/mu987r

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  • Transcript of "Online Community Fundamentals ... and Using Personality to Build Your Community"

    1. 1. Identifying How Personality Drives Word of Mouth Marketing for Your Online Community (How To Develop a Successful Online Community) Led by Mayra Ruiz-McPherson Tuesday, March 24:: 8:00 – 11:00 am
    2. 3. 1
    3. 5. 2
    4. 7. http://cli.gs/WtJEq8 JOIN ME HERE!!!
    5. 8. Hands On I ( “community” = conference ) <ul><li>Community was made accessible to you </li></ul><ul><ul><li>How did you learn of this “community” ? </li></ul></ul><ul><ul><ul><li>Forums, emails, web sites, blogs, RSS feeds, word of mouth, advertisements, groups </li></ul></ul></ul><ul><ul><li>What value proposition enticed you to “sign up” (register) and become a “member” (attendee) </li></ul></ul><ul><li>Community made it possible for you to “sign up” (register) </li></ul><ul><ul><li>Why are you a member of this community? </li></ul></ul><ul><ul><li>How will being an active member of this community benefit you? </li></ul></ul>BIRD’S EYE VIEW (ENTIRE CONFERENCE)
    6. 9. Hands On I ( “sub-community” = workshop ) <ul><li>Why are you a member of this sub-community? </li></ul><ul><li>How will being an active member of this sub-community benefit you? </li></ul>MICRO VIEW (WORKSHOP)
    7. 10. What is an online community? SUMMARY History and emergence of online communities, 2003
    8. 11. Pew Internet & American Life :: Oct 31, 2001
    9. 12. <ul><li>The Getting Ahead group - 51% of Internet users who have checked out trade and professional associations or labor unions. </li></ul><ul><li>The Getting By group - 43% of Internet users who use Internet groups to mange day-to-day responsibilities, such as parenting or medical conditions. </li></ul><ul><li>Belief groups - 56% of Internet users who go to religious online groups or those relating to spiritual beliefs. </li></ul><ul><li>Lifestylers - 28% of Internet users who go to online groups to contact people with similar lifestyles. </li></ul><ul><li>Ethnic and racial groups - 15% of Internet users who have contacted an ethnic group online. This is the most racially diverse set of Cyber Groupies; this group is also younger and more urban than other categories of online communitarians. </li></ul><ul><li>Civic Engagement group - 45% of Internet users who have contacted an online group such as a neighborhood association or local charitable group. </li></ul><ul><li>Political Groupies - 22% of Internet users who have contacted a political group online. </li></ul><ul><li>Entertainment groupies - 60% of Internet users who go to online groups about TV shows or fan sites of particular performers. </li></ul><ul><li>Sports Junkies - 42% of Internet users go to online groups about their favorite sports teams or local teams in which they participate. </li></ul>Pew Internet & American Life :: Oct 31, 2001
    10. 13. Rubicon Consulting, October 2008
    11. 19. Online communities vary <ul><li>‘ online community’ is a loose, broad term </li></ul><ul><li>varying characteristics </li></ul><ul><ul><li>physical component in addition to virtual </li></ul></ul><ul><ul><li>software environment </li></ul></ul><ul><ul><li>size </li></ul></ul><ul><ul><li>duration of existence </li></ul></ul><ul><ul><li>life-cycle stage </li></ul></ul><ul><ul><li>culture of their members </li></ul></ul><ul><ul><li>governing policies </li></ul></ul>
    12. 20. 3
    13. 22. <ul><li>asynchronous communication technologies </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Listservs </li></ul></ul><ul><ul><li>Bulletin boards </li></ul></ul><ul><ul><li>Usenet News </li></ul></ul><ul><li>synchronous communication technologies </li></ul><ul><ul><li>Instant Message </li></ul></ul><ul><ul><li>Chat </li></ul></ul><ul><ul><li>Texting </li></ul></ul>
    14. 23. <ul><li>1991 Internet born and boom </li></ul><ul><ul><li>Internet telephone </li></ul></ul><ul><ul><li>streaming video </li></ul></ul><ul><ul><li>Photographs </li></ul></ul><ul><ul><li>Sound </li></ul></ul><ul><ul><li>Voice </li></ul></ul><ul><ul><li>web cam </li></ul></ul><ul><ul><li>blogs </li></ul></ul><ul><ul><li>open source movement too has stimulated strong dedicated technical communities </li></ul></ul>
    15. 24. 4
    16. 25. FOSE Facebook started w/13 friends; 6.5 weeks later @ 225 friends (confirmed guests)
    17. 28. <ul><li>socStardom twitter account </li></ul><ul><li>150 followers within 7 days </li></ul>
    18. 31. 5
    19. 32. <ul><li>Web communities suffer from “participation inequality” ... rate of participation varies on type of content </li></ul><ul><li>Most companies don't understand how online communities work, how they make a difference, and how to engage with them </li></ul><ul><li>Approaches that work well in one type of community may not work as well in another </li></ul><ul><li>Community building and development of any kind takes time and consistent, day to day effort </li></ul><ul><li>Active participants should be recognized publicly and rewarded </li></ul><ul><li>User populations and demographics shift and change regularly </li></ul><ul><li>Design, usability and ease-of-use play large part in an online community’s success </li></ul><ul><li>Adding a unique voice or personality into your online community creates more intrigue and engagement </li></ul><ul><li>Online community participants come from all walks of life and cultures </li></ul>
    20. 33. 6
    21. 34. <ul><li>Community users remain customers 50% longer than non-community users. (AT&T, 2002) </li></ul><ul><li>43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004) </li></ul><ul><li>Community users spend 54% more than non-community users (EBay, 2006) </li></ul><ul><li>In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002) </li></ul><ul><li>Cost per interaction in customers support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) </li></ul><ul><li>Community users visit nine times more often than non-community users (McKInsey, 2000) </li></ul><ul><li>Community users have four times as many page views as non-community users (McKInsey, 2000) </li></ul><ul><li>56% percent of online community members log in once a day or more (Annenberg, 2007) </li></ul><ul><li>Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006) </li></ul>The ROI of Online Communities by the Social Media Group, November 2007
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