Selecting an Online Community Platform

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Selecting an Online Community Platform

  1. 1. Choosing an Online Community Technology Platform Matthew Lees Analyst, Consultant – Social Media / Online Communities Senior Contributing Editor, Patricia Seybold Group May 20, 2010
  2. 2. It’s Not about Technology <ul><li>Fah who for-aze! Fah who for-aze! </li></ul><ul><li>Dah who dor-aze! Dah who dor-aze! </li></ul>© 2010 TBS, Inc.
  3. 3. Well, It’s Not Only about Technology (technology + business + people)
  4. 4. Technology Helps You… <ul><li>Monitor, Measure, and Analyze – people, content, interactions </li></ul><ul><li>Moderate – conversations </li></ul><ul><li>Motivate – brand enthusiasts and influencers </li></ul><ul><li>Scale / Extend Reach </li></ul><ul><li>Integrate – with other technologies and the social Web </li></ul><ul><li>Realize efficiencies and be more productive </li></ul>Social Web = Blogs + Twitter + Facebook + LinkedIn + YouTube + MySpace + Delicious + Technorati + Bebo + Flickr + …
  5. 5. Social Media Initiatives Slice Many Ways <ul><li>Use Case </li></ul><ul><li>Service and Support </li></ul><ul><li>Insight </li></ul><ul><li>Loyalty / Satisfaction </li></ul><ul><li>Awareness / Lead Gen </li></ul><ul><li>Revenue </li></ul><ul><li>(Productivity, KM) </li></ul><ul><li>Industry </li></ul><ul><li>Entertainment </li></ul><ul><li>Media and Publishing </li></ul><ul><li>High-Tech / Telecom </li></ul><ul><li>Retail </li></ul><ul><li>Manufacturing </li></ul><ul><li>… </li></ul><ul><li>Segment </li></ul><ul><li>B2C </li></ul><ul><li>B2B </li></ul><ul><li>Education/Academia </li></ul><ul><li>Not-for-Profit </li></ul><ul><li>Government </li></ul><ul><li>Audience </li></ul><ul><li>Partners </li></ul><ul><li>Customers (users, readers, subscribers) </li></ul><ul><li>Developers </li></ul><ul><li>Partners </li></ul><ul><li>Students </li></ul><ul><li>(Employees) </li></ul><ul><li>Business Owner </li></ul><ul><li>Service / Support </li></ul><ul><li>Brand Marketing / PR </li></ul><ul><li>R&D / Product Development </li></ul><ul><li>Product Marketing </li></ul><ul><li>IT </li></ul><ul><li>(HR) </li></ul>“ Start with your business goals.”
  6. 6. A Lot of Technology Choices Branded Communities / Social Networks Social Media Management & Monitoring Social Media Monitoring Crowdsourcing / Idea Management Social Networks
  7. 7. Today’s Focus: Branded Communities
  8. 8. Evaluation Framework – for Branded Communities Community Platform Communication Channels Collaboration Methods Engagement Tools Search Community Participation Customization Personal Profile Management Member Content Creation Connection Methods Layout Options Moderation and Administration Member & Group Management Reporting & Analytics Moderation Capabilities within a Community Structure Technology Architecture Integration Scalability & Availability Environments Installed Base Product Viability Target Markets Pricing Product Background Security Product Plans Internationalization Customer Base Company Viability Company Background Financials Content Management Communication & Collaboration Systems Management Reputation Systems Competition Support for Mobile Devices Viral Tools Search Engine Optimization
  9. 9. 1. Community Participation <ul><li>Communication Channels </li></ul><ul><ul><li>Forums (Web, PDA access), blogs, chat, messaging </li></ul></ul><ul><li>Collaboration Methods </li></ul><ul><ul><li>File sharing, wiki, ideas </li></ul></ul><ul><li>Search </li></ul><ul><ul><li>Information search, people search </li></ul></ul><ul><ul><li>Basic, advanced, results page, tags </li></ul></ul><ul><li>Reputation Systems </li></ul><ul><ul><li>Rating, ranking </li></ul></ul>Capabilities within a Community
  10. 10. 2. Capabilities within a Community <ul><li>Connection Methods </li></ul><ul><ul><li>Registration & Authentication </li></ul></ul><ul><ul><li>Standalone, SSO, 3 rd -party (Yahoo!, Facebook) </li></ul></ul><ul><li>Customization </li></ul><ul><ul><li>Look and feel, signatures, bookmarks, notifications </li></ul></ul><ul><li>Personal Profile Management </li></ul><ul><ul><li>Fields, avatars, privacy control </li></ul></ul><ul><li>Member Content Creation </li></ul><ul><ul><li>Editor (WYSIWYG), templates, reviews, interactive media </li></ul></ul><ul><li>Viral Tools </li></ul><ul><ul><li>Invitations, Send to a Friend/Colleague, widgets </li></ul></ul>Community Participation
  11. 11. 3. Moderation and Administration <ul><li>Comm. and Collab. Systems Management </li></ul><ul><ul><li>Configuration and administration </li></ul></ul><ul><li>Member and Group Management </li></ul><ul><ul><li>Accounts, access and permissions </li></ul></ul><ul><li>Moderation </li></ul><ul><ul><li>Abuse reporting, obscenity filter, edit/delete posts, ban users </li></ul></ul><ul><li>Content Management </li></ul><ul><ul><li>Announcements, publishing/syndication, import/integration, audit trail, advertising </li></ul></ul><ul><li>Engagement Tools </li></ul><ul><ul><li>Polls, surveys, email (individual, blasts) </li></ul></ul><ul><li>Layout Options </li></ul><ul><ul><li>Look and feel, skins </li></ul></ul><ul><li>Reporting and Analytics </li></ul><ul><ul><li>Stock reports, dashboard interface and parameters, export </li></ul></ul>Moderation and Administration
  12. 12. 4. Technology and Architecture <ul><li>Environments </li></ul><ul><ul><li>Deployment mode (on-premise, on-demand) </li></ul></ul><ul><ul><li>Operating systems, application servers, databases </li></ul></ul><ul><li>Structure </li></ul><ul><ul><li>Development language(s): LAMP, Java, .NET </li></ul></ul><ul><li>Integration </li></ul><ul><ul><li>SSO, APIs, social Web </li></ul></ul><ul><li>Search Engine Optimization </li></ul><ul><ul><li>URLs, META tags, dynamic/static content </li></ul></ul><ul><li>Scalability and Availability </li></ul><ul><ul><li>Architecture, data center (uptime, redundancy) </li></ul></ul><ul><li>Security </li></ul><ul><ul><li>Role-based, APIs and code snippets, protocols, data center </li></ul></ul><ul><li>Support for Mobile Devices </li></ul><ul><ul><li>Devices, app vs. browser </li></ul></ul>Technology Architecture
  13. 13. 5. Product Viability <ul><li>Product Background </li></ul><ul><li>Installed Base </li></ul><ul><li>Target Markets </li></ul><ul><li>Pricing </li></ul><ul><li>Internationalization </li></ul><ul><li>Product Plans </li></ul><ul><li>Competition </li></ul>Product Viability
  14. 14. 6. Company Viability <ul><li>Company Background </li></ul><ul><li>Customer Base </li></ul><ul><li>Financials </li></ul>Company Viability
  15. 15. What Vendors Provide <ul><li>Platform Features and Functionality </li></ul><ul><li>Hosting (if on-demand/SaaS) </li></ul><ul><li>“ Enterprise” Capability </li></ul><ul><ul><li>Administrative tools </li></ul></ul><ul><ul><li>SLAs </li></ul></ul><ul><ul><li>Scalability </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><li>Experience / Best Practices </li></ul><ul><li>Professional Services </li></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Technology: integration, customization </li></ul></ul><ul><ul><li>Moderation </li></ul></ul>
  16. 16. Technology Trends <ul><li>“ Build vs. Buy” isn’t even an argument anymore </li></ul><ul><li>Standard forum/blog/wiki functionality is the starting point </li></ul><ul><li>On-Demand / SaaS / Cloud </li></ul><ul><li>Integration </li></ul><ul><ul><li>Social Web </li></ul></ul><ul><ul><ul><li>Sites & Networks: Facebook, Twitter, etc. </li></ul></ul></ul><ul><ul><ul><li>Measuring, Monitoring, Moderating </li></ul></ul></ul><ul><ul><li>Internal Systems </li></ul></ul><ul><ul><ul><li>SSO, Directory/LDAP </li></ul></ul></ul><ul><ul><ul><li>CRM </li></ul></ul></ul><ul><li>Analytics </li></ul><ul><li>Granular permissioning of users and groups </li></ul><ul><li>Increasing appreciation for identity and reputation portability </li></ul><ul><li>Going mobile </li></ul>
  17. 17. Thank You Matthew Lees [email_address] http://www.customers.com @mlees © 2010 TBS, Inc.

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