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Online Communities

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How to build and maintain online communities. …

How to build and maintain online communities.

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  • 1. Online Communities
  • 2. Hello! My name is Bart.
  • 3. This is my daughter Merel.
  • 4. I’m passionate about coffee.
  • 5. I live and work in Ghent.I’m passionate about coffee.
  • 6. @netlash
  • 7. http://slideshare.net/netlash
  • 8. Online communitiesSanoma Mediaparade, 21/6/2012
  • 9. ‣ What is an online community?
  • 10. DefinitionOnline community=A virtual place where people with similarcharacteristics meet on a regular basis.
  • 11. 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.
  • 12. 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".
  • 13. Third placeSocial surroundings separate from the two usualenvironments of home and work.
  • 14. Third placeSocial surroundings separate from the two usualenvironments of home and work.“sense of place”
  • 15. Third placeGathered around common interests.Internet... not bound by location.
  • 16. Create an online communityBy finding common interests that were previouslynot connected because of physical limitations.
  • 17. 2 main classes‣ profile based‣ object based(often a mix)
  • 18. Profile based‣ Facebook‣ LinkedIn‣ Netlog‣ Path‣ ...
  • 19. Object based‣ YouTube (video)‣ Instagram (photo)‣ Pinterest (visual)‣ Quora (question)‣ ...
  • 20. ‣ Why?
  • 21. Why?‣ strengthen your brand (connection)‣ CRM‣ SEO‣ ads‣ because it’s hip...
  • 22. ‣ Success?
  • 23. Success of an online communitysuccess=number of membersxcontent (interaction)
  • 24. Funnels‣ visit & read‣ register‣ react‣ contribute‣ share
  • 25. ‣ visit
  • 26. Show up in search results‣ SEO‣ technical‣ structure‣ content‣ use SEA if needed (boost)
  • 27. Show up in search results‣ pains‣ solutions‣ questions‣ products‣ high in buying cycle‣ site structure!
  • 28. Show up in social streams‣ facilitate sharing‣ built-in triggers‣ assign status‣ “frictionless sharing” ?
  • 29. Show up in the inbox‣ most people organise their online behaviour around their mailbox‣ revisit‣ invitations (status)‣ don’t spam - add value
  • 30. 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
  • 31. ‣ register
  • 32. Conversion‣ benchmark ( 5 % )‣ measure‣ A/B testing‣ usability
  • 33. Register‣ MVP‣ use FaceBook‣ “what’s in it for me”
  • 34. Metcalfe’s LawThe value of a network is proportional to the squareof the number of users connected.
  • 35. Metcalfe’s LawUse these network effects.‣ ICQ‣ FaceBook‣ Dropbox‣ Delicious‣ ...
  • 36. Why build your own site?Facebook’s already built...
  • 37. Why build your own site?Play on someone else’s terrain, play by their rules.
  • 38. ‣ react & contribute
  • 39. Small steps.
  • 40. Gradual engagement‣ use micro-interactions‣ “consistency”
  • 41. Piramid1 Creators10 Reactors & sharers100 Lurkers1000 Strangers
  • 42. Piramid1 Creators10 Reactors & sharers100 Lurkers1000 Strangers
  • 43. Piramid(Actually: 80% - 15% - 5%)
  • 44. PiramidCreators: numbers!Reactors: acknowledgementSharers: aggregation toolsLurkers: activating contentStrangers: search & social
  • 45. 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
  • 46. Use micro-interactions to evokegradual engagement.
  • 47. Micro-interactions‣ simple‣ easy to understand the implications (feedback loop)‣ safe‣ revokable
  • 48. Gamification
  • 49. Gamification‣ reward wanted behaviour‣ sharing, contributing, commenting‣ micro-interactions‣ leaderboards
  • 50. Persuasion techniques‣ reciprocity‣ consistency‣ social validation‣ authority‣ scarcity
  • 51. ‘addiction’ techniques‣ discovery (search & serendipity)‣ random rewards‣ short feedback loops‣ social pressure
  • 52. Shared history & rituals‣ meme‣ jargon‣ choose an enemy
  • 53. ‣ best practices
  • 54. Launch in beta‣ involve influencers‣ get user feedback early‣ prime with content
  • 55. Empty bar syndrome
  • 56. First months are crucial‣ set the tone of voice‣ acknowledge wanted behaviour‣ root out unwanted behaviour‣ define rituals‣ create a shared history
  • 57. 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.
  • 58. Caterina Fake FlickrCaterina Fake said the success of Flickr depended on thepremise that “you have to greet the first 10,000 userspersonally”.
  • 59. Maintain‣ ‘safe & sure’: guidelines and policies‣ own content‣ provoke‣ ask questions‣ promote leaders
  • 60. Watch out!‣ “build it and they will come”‣ pre-moderation & censorship‣ hardcore vs. newbies‣ bad usability & complexity‣ neglect
  • 61. ‣ metrics
  • 62. Define the right metrics‣ quantity, quality, efficiëncy‣ conversion choke points‣ inactive members‣ content & engagement‣ business metrics
  • 63. Define the right metrics‣ visits to registration ratio‣ returning login ratio‣ login to post/comment ratio‣ creation to reaction ratio‣ sharing ratio
  • 64. Business metrics‣ sales‣ leads‣ brand awareness‣ sentiment‣ sharing
  • 65. Building & maintaining a communityrequires hard work. Measure thebusiness metrics.
  • 66. Hard work‣ automate where possible‣ empower the community where possible‣ human management is necessary
  • 67. The Soylent Green moment.
  • 68. The web is people
  • 69. Communities are populated by people.
  • 70. Real people, not ‘users’.
  • 71. People with children.
  • 72. People with passions.
  • 73. So, treat them as people.
  • 74. Conversation
  • 75. Questions?
  • 76. Bart De Waele@netlash+32 9 335 22 80bart@wijs.be