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Online Communities: what works, and what doesn't.

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Some basic ideas, tips and tricks on how to build, launch and maintain online communities.

Some basic ideas, tips and tricks on how to build, launch and maintain online communities.

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  • Transcript

    • 1. Online communities What works and what doesn’t?
    • 2. Hi! My name is Bart
    • 3. Ik work at web agency Netlash ... and a few other companies:
    • 4. This is my son Kobe
    • 5. I’m passionate about coffee
    • 6. You can find me here: www.ondernemeringent.be www.netlash.com www.talkingheads.be www.kobedewaele.be www.kopjekoffie.be www.twitter.com/netlash (Yes, that’s a lot of www’s)
    • 7. Online Communities What works and what doesn’t ?
    • 8. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 9. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 10. 1. What is a community? Examples?
    • 11. 1. What is a community? Blog
    • 12. 1. What is a community? Blog Forum
    • 13. 1. What is a community? Blog Forum Chatroom
    • 14. 1. What is a community? Blog Forum Chatroom Drupal
    • 15. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter
    • 16. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning
    • 17. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning Own community site
    • 18. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning Own community site ...
    • 19. 1. What is a community?
    • 20. 1. What is a community? Does anyone actually have a definition?
    • 21. 1. What is a community? Online community = A virtual place where people with similar characteristics meet on a regular basis.
    • 22. 1. What is a community? Why? - strenghten your brand - CRM - SEO - Ads (€) - because others do it...
    • 23. 1. What is a community? Why? - add value for your users
    • 24. 1. What is a community? Determine your own goals!
    • 25. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 26. 2. Success of a community Success = number of members x content (interaction)
    • 27. 2. Success of a community
    • 28. 2. Success of a community Piramid 1 10 100 1000
    • 29. 2. Success of a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
    • 30. 2. Success of a community Success = number of members x content (interaction)
    • 31. 2. Success of a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
    • 32. 2. Success of a community External signs of succes ‘sense of ownership’ shared history rituals
    • 33. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 34. 3. Building a community What does it take?
    • 35.
    • 36. 3. Building a community How much money does it take?
    • 37. 3. Building a community none to a lot €
    • 38. 3. Building a community none to a lot € - free: Wordpress, Drupal, Ning, Twitter, Facebook... - paying: Wordpress, Drupal, Facebook... - bespoke (see www.abconcerts.be)
    • 39. 3. Building a community Your own platform or an existing social network?
    • 40. 3. Building a community You wouldn’t interrupt a conversation on a phone - why would you do it in a social network?
    • 41. 3. Building a community Your own platform or an existing social network? Both are viable. Ideal: mix of both.
    • 42. 3. Building a community Always keep in mind...
    • 43. 3. Building a community Always keep in mind... 1. Total cost of ownership 2. Your own goals
    • 44. 3. Building a community Total cost of ownership - extensible / integration? - hosting cost! - maintainablity (moderation)
    • 45. 3. Building a community Your own goals - on your own territory, or on someone elses? - integration CRM - cost over lifetime
    • 46. 3. Building a community Tip! Start small, grow, evolve.
    • 47. 3. Building a community Tip! Start small, grow, evolve. Learn while you grow.
    • 48. 3. Building a community Just start building
    • 49. 3. Building a community Critical success factors: usability user experience
    • 50. 3. Building a community Critical success factors: usability = IA + interface design + code user experience = usability + design + content
    • 51. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 52. 4. Launch a community Launch!
    • 53. 4. Launch a community
    • 54. 4. Launch a community Before launching: members content
    • 55. 4. Launch a community Roll model Your first members and your first content are roll models. Others will copy these paterns.
    • 56. 4. Launch a community Beta phase - collegues - friends - powerusers ... build slowly
    • 57. 4. Launch a community Launch!
    • 58. 4. Launch a community 5 tips for launching
    • 59. 4. Launch a community 1. Welcome new members Cfr. Flickr: “You have to welcome your first 10.000 users personally”
    • 60. 4. Launch a community 2. Be present yourself Members can sense your reaction speed. Lead by example!
    • 61. 4. Launch a community 3. New content Publish your own content. Have a stack of content ready!
    • 62. 4. Launch a community 4. Roll model Guard the behaviour of your first members. Guard the quality of your first content.
    • 63. 4. Launch a community 5. Reward ‘acknowledge’ React positively on good content.
    • 64. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 65. 5. Maintain a community
    • 66. 5. Maintain a community Remember?
    • 67. 5. Maintain a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
    • 68. 5. Maintain a community 1. From ‘stranger’ to ‘lurker’ - SEO - widgets! - other communities - old media - ‘viral’
    • 69. 5. Maintain a community 2. From ‘lurker’ to ‘commentator’ - babysteps - co-creation - progressive disclosure
    • 70. 5. Maintain a community 3. From ‘commentator’ to ‘creator’ - ‘safe & sure’ - guidelines, policies - build in status - provoke: ask questions! - reward
    • 71. 5. Maintain a community Maintainable! - automatic content: API’s (YouTube, Flickr, Wikipedia...) - automatic moderation: karma
    • 72. 5. Maintain a community Maintainable! - Use your members (promovation). - Complete automatisation does not exist...
    • 73. 5. Maintain a community a good community takes... TIME and WORK
    • 74. 5. Maintain a community A few more tips
    • 75. 5 causes of a quiet dead
    • 76. 5. Maintain a community 1. Build it and they will come Assume new members will just show up.
    • 77. 5. Maintain a community 2. Do a ‘Cremmeke’
    • 78. 5. Maintain a community 2. Do a ‘Cremmeke’ Pre-moderation, censorship, rules that are too strict.
    • 79. 5. Maintain a community 3. Hardcore Old skool <-> Newbies Community leader with big ego
    • 80. 5. Maintain a community 4. Too complicated How to register? How does it work? What is the purpose? Usability & User experience!
    • 81. 5. Maintain a community 5. Neglect Not enough updates, absent moderators.
    • 82. Lurkers
    • 83. 5. Maintain a community Lurker = passive member ‘troll’
    • 84. 5. Maintain a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
    • 85. 5. Maintain a community 8 anti-lurker tips
    • 86. 5. Maintain a community 1. Avoid the empty-bar effect
    • 87. 5. Maintain a community 2. Active copy
    • 88. 5. Maintain a community 3. Make the purpose clear
    • 89. 5. Maintain a community 4. Welcome!
    • 90. 5. Maintain a community 5. Put new (active) members in the spotlight
    • 91. 5. Maintain a community 6. Provoke discussion Ask questions, use your own blog. But: avoid off-topic.
    • 92. 5. Maintain a community 7. Track non-active members E-mailing, competition.
    • 93. 5. Maintain a community 8. Reward good behaviour Status (built-in!) Praise Real reward (gifts)
    • 94. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
    • 95. To conclude
    • 96. The ‘Soylent Green’ moment
    • 97. The ‘Soylent Green’ moment The web is people
    • 98. Communities are populated by people
    • 99. Real people, not ‘users’
    • 100. People with children
    • 101. People with passions
    • 102. Communities = people So treat them as people:
    • 103. Communities = people Conversation
    • 104. Questions?
    • 105. Bart de Waele bart@netlash.com www.netlash.com twitter.com/netlash UiTFORUM - 26/1/2009

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