Community Marketing: Your Customers in Charge

Slide 1: community marketing your customers in charge Tara Hunt & Chris Messina Citizen Agency

Slide 2: the workshop • introductions • what is community? • fostering a sense of community • the process • community mashpit • exercises & discussion

Slide 3: exercise • What is your definition of community? Virtual community?

Slide 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)

Slide 5: exercise • What are some characteristics of online communites? • Which tools are common?

Slide 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

Slide 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)

Slide 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.

Slide 13: 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

Slide 20: 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

Slide 21: feelings of influence • includes: forums, chat, comments, blogging, personalized mail • create many ways in which members can connect and platforms for expression

Slide 22: 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

Slide 23: integration and fulfillment of needs • includes: status rewards, featuring members, vips, karma points, etc. • 'in crowd' knowledge - acorns, tricks, traditions & rituals

Slide 24: Spread Firefox

Slide 25: Last.fm

Slide 26: plazes

Slide 27: 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

Slide 28: Pandora

Slide 30: Ma.gnolia Thanks

Slide 31: 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

Slide 32: the process • identifying your • infrastructure for passion dialogue (onsite) • getting into the • communications trenches • content • partnerships & • infrastructure for co-opetition dialogue (offsite) • INreach

Slide 33: identifying your passion • asking yourself: why am I doing this? • am I solving a need? an issue? do I understand this itch?

Slide 34: 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

Slide 35: 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

Slide 38: infrastructure (offsite) • offsite communications tools are even more important than onsite • Flickr groups • Tags • Google groups • irc/Campfire, etc.

Slide 43: “ ”

Slide 44: infrastructure (onsite) • Blog/blogroll • wikis • member-to- • feeds member mail • invitations • group chats • notifications • forums • avatars • comments • customization • favorites

Slide 57: 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

Slide 61: product • transmogrification • defensive design • vision • knowing when to listen to feedback and when to say, “thanks but no thanks” • KISS

Slide 65: 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

Slide 67: partnerships & co-opetition • affiliations to benefit users • microchunking • apis • mirroring/supporting competitive apis • open standards

Slide 71: INreach • rewarding your members • vip programs • promotions • events

Slide 72: 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)

Slide 73: 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

Slide 74: questions? Tara Hunt tara@citizenagency.com 415.694.1951 skype: tarahunt747 Chris Messina chris@citizenagency.com 412.225.1051 skype: factoryjoe www.citizenagency.com

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