• Save

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Like this? Share it with your network

Share

Community Marketing: Your Customers in Charge

on

  • 22,031 views

Our workshop from ETech 2007

Our workshop from ETech 2007

Statistics

Views

Total Views
22,031
Views on SlideShare
21,865
Embed Views
166

Actions

Likes
127
Downloads
0
Comments
10

20 Embeds 166

http://nicholasgimenes.blogspot.com.br 34
http://nicholasgimenes.blogspot.com 31
http://www.slideshare.net 31
http://www.horsepigcow.com 16
http://wacalaca.blogspot.com 14
http://www.nicholasgimenes.com.br 5
http://opublicitario.com.br 5
http://communitymarketing.net 5
http://nicholasgimenes.blogspot.pt 4
http://www.enthousiasmeren.nl 3
http://slideshow.com 2
http://natyuken.slideshow.com 2
http://www.slideshow.com 2
http://yetawoman.blogspot.com 2
http://www.blogger.com 2
http://64.233.169.104 2
http://wildfire.gigya.com 2
http://pmomale-ld1:3000 2
http://static.slidesharecdn.com 1
http://www.techgig.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 10 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Could you please to send me that slide to my email feighaz@yahoo.com
    It's really great presentation.. Thanks a million before..
    Are you sure you want to
    Your message goes here
    Processing…
  • Great presentation, very helpful
    Are you sure you want to
    Your message goes here
    Processing…
  • excellent presentation! one of my favorites :D
    Are you sure you want to
    Your message goes here
    Processing…
  • Very good presentation can u email me because it is one of the topics of my research report
    mail me at alekyaiiii@yahoo.co.in
    Are you sure you want to
    Your message goes here
    Processing…
  • Great job.. nice presentation..
    I'm learned it..

    Regards,
    http://www.melayubolehzone.co.cc/2010/08/hidup-seorang-blogger-seo-contest.html
    http://claimid.com/seorangblogger
    http://evoire.com/members/azuan/
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Community Marketing: Your Customers in Charge Presentation Transcript

  • 1. community marketing your customers in charge Tara Hunt & Chris Messina Citizen Agency
  • 2. the workshop • introductions • what is community? • fostering a sense of community • the process • community mashpit • exercises & discussion
  • 3. exercise • What is your definition of community? Virtual community?
  • 4. defining virtual community “ A virtual space supported by computer- based information technology, centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being ” built up. (Lee & Vogel, 2003)
  • 5. exercise • What are some characteristics of online communites? • Which tools are common?
  • 6. characteristics of virtual communities • personal homepage/profile (ie. url.com/people/missrogue) • personal content creation • ability to interact with others’ content • ability to ‘friend’ and share content
  • 7. sense of community 1. Feelings of membership 2. Feelings of influence 3. Integration and fulfillment of needs 4. Shared emotional connection (McMillan and Chavis, 1986)
  • 8. feelings of membership • arise from the creation of community boundaries • perception of emotional safety • sense of belonging to and identification with • use of common symbols, language, etc.
  • 9. feelings of membership • includes: personal profile pages, 'friending', defining groups within the larger group (groups), invitations to groups • allow for lots of personal & group expression • greet new members and introduce them to others with similar interests
  • 10. feelings of influence • being able to influence group (voice heard) • being able to be influenced by group (learning) • feedback responsiveness • rule enforcement and creation by members • maintenance of norms within the group
  • 11. feelings of influence • includes: forums, chat, comments, blogging, personalized mail • create many ways in which members can connect and platforms for expression
  • 12. integration and fulfillment of needs • feeling of being supported by others • rewards of being a member, such as status, expertise • shared values • feeling of competence within group
  • 13. integration and fulfillment of needs • includes: status rewards, featuring members, vips, karma points, etc. • 'in crowd' knowledge - acorns, tricks, traditions & rituals
  • 14. Spread Firefox
  • 15. Last.fm
  • 16. plazes
  • 17. shared emotional connection • relationships, shared history & experience • high quality, frequent interaction • discrete/shared events/history and crisis • personal investment of time and resources • the effect of honor and humiliation • spiritual bonds
  • 18. Pandora
  • 19. Ma.gnolia Thanks
  • 20. shared emotional connection • can't be created, but shared experiences with members can help (continual, deep interaction with community) • offline meetups, celebrations and developer days help
  • 21. the process • identifying your • infrastructure for passion dialogue (onsite) • getting into the • communications trenches • content • partnerships & • infrastructure for co-opetition dialogue (offsite) • INreach
  • 22. identifying your passion • asking yourself: why am I doing this? • am I solving a need? an issue? do I understand this itch?
  • 23. exercise! • who do we serve? (whose itch are you scratching, anyway) • why would anybody give a damn? (what are we doing to help our customers kick ass?) • list at least five things we can do today
  • 24. getting into the trenches • exploring the environment • documenting current tools, existing behaviors, etc. • becoming part of the communities • finding out who is doing things in this area (experts, blogs) • learning from passionate people
  • 25. infrastructure (offsite) • offsite communications tools are even more important than onsite • Flickr groups • Tags • Google groups • irc/Campfire, etc.
  • 26. “ ”
  • 27. infrastructure (onsite) • Blog/blogroll • wikis • member-to- • feeds member mail • invitations • group chats • notifications • forums • avatars • comments • customization • favorites
  • 28. Copyright © Stardoll AB 2003-2007.
  • 29. Copyright © Stardoll AB 2003-2007.
  • 30. Copyright © Stardoll AB 2003-2007.
  • 31. communications • have a publicity policy • transparency • blog like you mean it • using a human voice for site language • get involved in the conversations • party host
  • 32. product • transmogrification • defensive design • vision • knowing when to listen to feedback and when to say, “thanks but no thanks” • KISS
  • 33. 10 tips for feedback • • don’t listen to experts communicate change • • watch attention data small changes impact big time • respond to everything • (even to say no) don’t hire fans, hire critics • don’t take it personally • do it right over fast • give credit • no consensus
  • 34. partnerships & co-opetition • affiliations to benefit users • microchunking • apis • mirroring/supporting competitive apis • open standards
  • 35. INreach • rewarding your members • vip programs • promotions • events
  • 36. community mashpit • 4 teams • 4 types of community: • light commitment (i.e. DIGG) • medium engagement w/core service (i.e. Flickr) • heavy collaboration (i.e. Wikipedia) • developer network (i.e. Firefox)
  • 37. community mashpit • 20 min; 5 min presentations • Goals: • identify your passion • identify your audience and do some light research (5 points) • identify offsite/onsite tools & how to use them (5/2) • identify 5 potential partnerships • identify 10 ways/programs to reward current users
  • 38. questions? Tara Hunt tara@citizenagency.com 415.694.1951 skype: tarahunt747 Chris Messina chris@citizenagency.com 412.225.1051 skype: factoryjoe www.citizenagency.com