Where is Everyone? Community-Building Online

WHERE ISEVERYONE? Jen Riehle, NC State University

Who am I?Jen RiehleTechnology Outreach SpecialistNC State UniversityRaleigh, NC

What am I doing here?Community. Who are they? How do you ﬁnd them? How do you get them to follow you andkeep following you?

Def: Community noun, plural: -ties1. a social group of any size whose members reside in a speciﬁc locality, share government, and often have a common cultural or historical heritage; 2. a social, religious, occupational, or other group sharing common characteristics or interests orperceiving itself as distinct in some respect from the larger society within which it exists.

Def: Community noun, plural: -ties 1. a social group of any size whose members reside in a speciﬁc locality, share government, and often have a common cultural or historical heritage; 2. a social, religious, occupational, or other group sharing common characteristics or interests or perceiving itself as distinct in some respect from the larger society within which it exists.Key ways to ﬁnd and engage your community - mutual interests and goals

Who is in the community?According to 2011 Pew Internet Project Report: pewinternet.org/Reports/2011/Social-Networking-Sites.aspx

2005:8% of adults had EVER used a social networking site pewinternet.org/Reports/2011/Social-Networking-Sites.aspx

2011: 65% of adults online use social networking sites pewinternet.org/Reports/2011/Social-Networking-Sites.aspx% of users stable across races, education levels, income levelsSome old stats hold true: still more younger users than older but you’d be surprised...

51% of adults aged 50-64 use social networking sites pewinternet.org/Reports/2011/Social-Networking-Sites.aspx33% of those over 65; up 150% in 2 years

What about your community? Governing bodies National and international organizations relating to your work Local (city, state) organizations and media outlets Volunteers Anyone who’s following youWho should you be engaging with? Where should you look for followers?Look at some of those “anyone’s”. What’s bring them to you? Go engage them.

How Communities Work

Community Interactions 3 kinds... production promotion support

ProductionSuccessful communities share in the production of content, ideas, attitudes and goals.Look for other groups you would consider part of the community- groups you work with, have things in common with and have similar goals, those who exist above you orbelow you in the organizational structure of your communityWriter - big producers of content and people are ALWAYS publishing on the web

PromotionShare the ideas and information from your community. Communicate the goals, advice, and resources of others in your community. Share opinions and influenceattitudes

Supportcrowdsourcing- provides quality solutions w/ real world focus- drives participant involvement- provides positive PREX: Lonerider beer name contestTools: (Google Moderator an example)How do we successfully participate in production, promotion and support online?

Choosing Your Tools

Make some goalsincrease brand awarenesscollaborate with stakeholders; gaininsightoptimize website; better search resultsand more trafﬁcestablish yourself as a thought leader;educate stakeholdersincrease donations

Make some goals increase brand awareness collaborate with stakeholders; gain insight optimize website; better search results and more trafﬁc establish yourself as a thought leader; educate stakeholders increase donationsThen pick one or two that REALLY matter to you the most

Use your goals todetermine your tools

Goal: Higher traffic Recruit publicly LinkedIn is the new Yellow PagesLI has grown by 60% in the last year (windmillnetworking.com/2011/08/08)Post you job hunts online and make sure your organization is well-represented on LI. And soare you.

Goal: Brand loyalty Repurpose your content AllState on YouTubeDell makes presentations available on a variety of topics on Slideshare. People can use thesefor help or repurpose them - makes Dell a go-to source for help and advice.

Goal:Thought-leader Share your knowledge via podcasts WineLibrary.tvwinelibrary has just hit 1000 video podcastsStarted in 2006 to educate people on all aspects of wine he now has a book, a company thatdistributes wine samplers and has appeared on tv, radio and in dozens of newspapers andmagazines

Goal: Increased Awareness Become a subject-matter expert Dell on SlideshareSpend lots of time and money on those ads? Make them available online! People wanderaround and ﬁnd them - if they enjoy them they may share them.

Choosing the Tools Listen Learn LaunchLISTEN to your audience. Find out what they use and what they want to use.LEARN about how best to take advantage of these tools; know what your investments will be(time, money, content)LAUNCH. Be ready to hit the ground running

Choosing the Tools Listen Learn LaunchLISTEN to your audience. Find out what they use and what they want to use.

Choosing the Tools Listen Learn LaunchLEARN about how best to take advantage of these tools; know what your investments will be(time, money, content)

Choosing the Tools Listen Learn LaunchLAUNCH. Be ready to hit the ground running- content plan; write things ahead of time asmush as possible; long list of topics, etc.

Engaging Your Community

Grand gestures are memorableMorton’s Steakhouse; July, writer Peter Shankman landing in Newark had a steak waitingBarbie and Ken shippers online- Matel launched campaign using Facebook, Twitter andFoursquare for Ken wooing Barbie back

Get away from the computerGo out and meet people face-to-face. They’re much more likely to participate and engagewith you online if they’ve met you in person.

Use Community ResourcesCoordinate local groups. Find or recruit people interested in your area and get them involved.Get bloggers to write about you and share your messages - then repurpose that content!

Feed the birdsProvide useful information. Doesn’t hurt to go back to the basics from time-to-time. Why areyou here? What knowledge do you have to share?What’s the latest news in your area of interest and how is it affecting your followers? -Raleigh Food Trucks

Set clear goalsCall to action should be clear. Make it easy and fun to contribute (when possible)

Engage your followersBe sure to recognize comments and answer questions. Reward contributions. Use graphicsand videos to draw the eye and stories to engage people.

There’s no place like home...Drive your users back to a HOME BASE. Information, donations, everything should runthrough one point so you can do intense analytics on what sites are driving your users toyour information.Should be updated regularly- when you do a SM campaign that should be reﬂectedsomewhere at HOME.

Measuring Your Success

Check on Goals Using tools to monitor success: Google analytics URL shorteners that track usage (bit.ly, goo.gl) Facebook pages monitor usage Many new tools for monitoring social media usageMany metrics are the same metrics we’ve always had for marketing purposes - now framed differentlyTools: Omniture, ViralHeat (built with SAS analytics), Argyle Social

SuccessYou may have all kinds of data but what does “success” mean? Did you meet your goals?Measure success with correlations, not always hard data1. positive interactions and feedback;2. building of new relationships;3. in cost savings (fewer HD calls);4. in increased donations

FailureNot meeting your goals:Why not? Did you pick the wrong goal?Have you given it enough time?Not following through with the requirements of the tool?Very common that we let the work we need to do get away from us. How do we get OUT ofsocial media?

Remember...The goal isn’t to be good at social media. The goal is to be good atcommunication because of social media.

What to do next... Just because you haven’t posted in while doesn’t mean you should quitDoes mean you should re-evaluate and ﬁx things.

Bailing Inform your followers of your plans Point people to alternate resources Keep your accounts Continue to follow your online communityPeople are following you for a reason; given them other helpKeep your accounts alive so no one else can grab them - might need them later or mightconfuse followersContinue to communicate and participate; monitor what’s being said about you

Steps for Community Success1. Find the community2. Find out what the community wants and provide it3. Support and contribute4. Monitor5. Repeat

Good Luck!

Photo Credit STÉFAN

Thank you! Jen Riehle, NC State University jen_riehle@ncsu.edu @ncsumarit

Where is Everyone? Community-Building Online

by Jen Riehle on Sep 22, 2011

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