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Online Communities
 

Online Communities

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How to build and maintain online communities.

How to build and maintain online communities.

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    Online Communities Online Communities Presentation Transcript

    • Online Communities
    • Hello! My name is Bart.
    • This is my daughter Merel.
    • I’m passionate about coffee.
    • I live and work in Ghent.I’m passionate about coffee.
    • @netlash
    • http://slideshare.net/netlash
    • Online communitiesSanoma Mediaparade, 21/6/2012
    • ‣ What is an online community?
    • DefinitionOnline community=A virtual place where people with similarcharacteristics meet on a regular basis.
    • Online vs. offlineYou can’t create an online community.(Those days are over.)Communities already exist.Create a platform to uncover communities of interest,and to facilitate them. An online community mightemerge.
    • Mark Zuckerberg:Elegant Organisation Communities already exist and the question you should ask is how you can help them to do what they want to do. Zuckerbergs prescription is "elegant organisation".
    • Third placeSocial surroundings separate from the two usualenvironments of home and work.
    • Third placeSocial surroundings separate from the two usualenvironments of home and work.“sense of place”
    • Third placeGathered around common interests.Internet... not bound by location.
    • Create an online communityBy finding common interests that were previouslynot connected because of physical limitations.
    • 2 main classes‣ profile based‣ object based(often a mix)
    • Profile based‣ Facebook‣ LinkedIn‣ Netlog‣ Path‣ ...
    • Object based‣ YouTube (video)‣ Instagram (photo)‣ Pinterest (visual)‣ Quora (question)‣ ...
    • ‣ Why?
    • Why?‣ strengthen your brand (connection)‣ CRM‣ SEO‣ ads‣ because it’s hip...
    • ‣ Success?
    • Success of an online communitysuccess=number of membersxcontent (interaction)
    • Funnels‣ visit & read‣ register‣ react‣ contribute‣ share
    • ‣ visit
    • Show up in search results‣ SEO‣ technical‣ structure‣ content‣ use SEA if needed (boost)
    • Show up in search results‣ pains‣ solutions‣ questions‣ products‣ high in buying cycle‣ site structure!
    • Show up in social streams‣ facilitate sharing‣ built-in triggers‣ assign status‣ “frictionless sharing” ?
    • Show up in the inbox‣ most people organise their online behaviour around their mailbox‣ revisit‣ invitations (status)‣ don’t spam - add value
    • Hacks‣ hack e-mail (“invite your mailbox”)‣ hack e-mail (“you’ve been tagged”)‣ hack social (“invite your friends”)‣ hack social (“pay with a tweet”)‣ don’t spam - add value
    • ‣ register
    • Conversion‣ benchmark ( 5 % )‣ measure‣ A/B testing‣ usability
    • Register‣ MVP‣ use FaceBook‣ “what’s in it for me”
    • Metcalfe’s LawThe value of a network is proportional to the squareof the number of users connected.
    • Metcalfe’s LawUse these network effects.‣ ICQ‣ FaceBook‣ Dropbox‣ Delicious‣ ...
    • Why build your own site?Facebook’s already built...
    • Why build your own site?Play on someone else’s terrain, play by their rules.
    • ‣ react & contribute
    • Small steps.
    • Gradual engagement‣ use micro-interactions‣ “consistency”
    • Piramid1 Creators10 Reactors & sharers100 Lurkers1000 Strangers
    • Piramid1 Creators10 Reactors & sharers100 Lurkers1000 Strangers
    • Piramid(Actually: 80% - 15% - 5%)
    • PiramidCreators: numbers!Reactors: acknowledgementSharers: aggregation toolsLurkers: activating contentStrangers: search & social
    • Build in engagement‣ people like to help -> questions‣ people like to share -> facilitate sharing‣ people like to belong -> discovery of likeminded‣ people like to be acknowledged -> status
    • Use micro-interactions to evokegradual engagement.
    • Micro-interactions‣ simple‣ easy to understand the implications (feedback loop)‣ safe‣ revokable
    • Gamification
    • Gamification‣ reward wanted behaviour‣ sharing, contributing, commenting‣ micro-interactions‣ leaderboards
    • Persuasion techniques‣ reciprocity‣ consistency‣ social validation‣ authority‣ scarcity
    • ‘addiction’ techniques‣ discovery (search & serendipity)‣ random rewards‣ short feedback loops‣ social pressure
    • Shared history & rituals‣ meme‣ jargon‣ choose an enemy
    • ‣ best practices
    • Launch in beta‣ involve influencers‣ get user feedback early‣ prime with content
    • Empty bar syndrome
    • First months are crucial‣ set the tone of voice‣ acknowledge wanted behaviour‣ root out unwanted behaviour‣ define rituals‣ create a shared history
    • Ben Silbermann PinterestSilbermann said he personally wrote to the sites first 5,000users offering his personal phone number and even meeting with some of its users.
    • Caterina Fake FlickrCaterina Fake said the success of Flickr depended on thepremise that “you have to greet the first 10,000 userspersonally”.
    • Maintain‣ ‘safe & sure’: guidelines and policies‣ own content‣ provoke‣ ask questions‣ promote leaders
    • Watch out!‣ “build it and they will come”‣ pre-moderation & censorship‣ hardcore vs. newbies‣ bad usability & complexity‣ neglect
    • ‣ metrics
    • Define the right metrics‣ quantity, quality, efficiëncy‣ conversion choke points‣ inactive members‣ content & engagement‣ business metrics
    • Define the right metrics‣ visits to registration ratio‣ returning login ratio‣ login to post/comment ratio‣ creation to reaction ratio‣ sharing ratio
    • Business metrics‣ sales‣ leads‣ brand awareness‣ sentiment‣ sharing
    • Building & maintaining a communityrequires hard work. Measure thebusiness metrics.
    • Hard work‣ automate where possible‣ empower the community where possible‣ human management is necessary
    • The Soylent Green moment.
    • The web is people
    • Communities are populated by people.
    • Real people, not ‘users’.
    • People with children.
    • People with passions.
    • So, treat them as people.
    • Conversation
    • Questions?
    • Bart De Waele@netlash+32 9 335 22 80bart@wijs.be