1. Why are we doing this? 2. How will people benefit? 3. Do they care enough? 4. What do we expect to get? 5. How will we measure? Ask 5 simple questions
BE CUSTOMER-CENTRIC VS. PRODUCT-CENTRIC Two communities for small businesses: Do you want to talk about finance, marketing, management or office products?
FOCUS ON BEHAVIORAL TRIBES VS. DEMOGRAPHIC SEGMENTS Scrapbooking Mothers
THINK NETWORKS VS. CHANNELS Research results: IBM Employee Network Connecting Campaigning Climbing
MEASURE AGAINST BUSINESS PURPOSE… New product ideas? Earn customer confidence? Reduce customer service costs? Awareness in category? Reduce training, education costs? Change perceptions? Get votes, get sales? … AND DESIGN FOR BUSINESS PURPOSE
“ Communities can be a huge time suck. You need to determine if the investment in the hard costs and the soft costs (time, etc) are worth the results that you hope to gain. Many are just winging it and hoping to see a lift.” Is the juice worth the squeeze?
Do you need more “social” but not a community? Customer Reviews: Panasonic.com
ARE YOU USING OTHER SOCIAL STRATEGIES? moderate low Tagging high moderate Social “mediafying” content moderate low/moderate Monitoring moderate low Twitter moderate low Ecosystem mapping Moderate/high Moderate/high Communities Moderate/high Moderate/high moderate/high moderate low low Business Value Moderate/high Webstorming moderate Ambassadors moderate Blogging up level moderate YouTube low Badges, widgets low Social sharing sites Cost, Complexity