Building
                                            Communities for
                                         Insight and ...
BUILDING COMMUNITY FOR INSIGHT & ADVOCACY


  » SheSpeaks is a community of 125,000 engaged women whose
   personal networ...
Why build a community?
    Human beings naturally organize into communities. It’s part of who we are. Social
    media too...
Our Clients
     We’re honored to work with leading brands across multiple industries




 Contact: Josh McKay josh@shespe...
What makes a strong community?
    Successful communities, online and off, share four key values




                     ...
What makes a strong community?
    Successful communities, online and off, share four key community values




           ...
Shared Purpose: What does it mean? 

  Communities are strongest when members share common interests,
  backgrounds or hob...
Shared


   Shared Purpose: Ravelry
                                                                                      ...
Shared
                                                                               Purpose



   Shared Purpose at SheS...
Connection: What does it mean?
  Communities must provide authentic, free flowing conversation

  Connections can occur bet...
Coonnecti


    Connection: Zappos
                                                                      on




 Zapp.me l...
Connectio
                                                             n


   Connection at SheSpeaks

  »  SheSpeaks prog...
Recognition: What does it mean?

  Recognition can be granted through rewards, status, personalization,
  and access

    ...
Recognition: ThisNext
                                                                                         Recog-
    ...
Recognition at SheSpeaks
                                                                                         Recog-
 ...
Impact: What does it mean?
  Communication creates the expectation for response

  Action is not always necessary, but a r...
Impact: Dell
                                                          IMpact




       Significant investment by Dell in...
Impact at SheSpeaks
                                                          IMpact




     »  Brands interact directly ...
Creating a community
   •  Start with the basics: Create an ability for members to connect with one another
      and with...
What does it take?


     »  Commitment: Creating a community is not a one-off effort, but
        requires ongoing, dedic...
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Building Community for Insight and WOM

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Social media have provided brands with an opportunity to create a conversation with consumer via online communities. This presentation covers the 4 key ingredients needed to build successful communities that drive insights and WOM.

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Building Community for Insight and WOM

  1. 1. Building Communities for Insight and Advocacy November 2009 CONTACT: Josh McKay josh@shespeaks.com (p)212-830-9883 Connect. Engage. Inspire. © SheSpeaks, Inc. All rights reserved
  2. 2. BUILDING COMMUNITY FOR INSIGHT & ADVOCACY » SheSpeaks is a community of 125,000 engaged women whose personal networks have a reach of over 12 million » SheSpeaks works with clients to create branded experiences for our members that engage the brand and the member in a direct conversation » As we’ve worked with our clients and members, we’ve learned a lot of lessons about communities that build advocacy and insight » We’re excited to share these lessons with you, and look forward to hear your feedback Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 2
  3. 3. Why build a community? Human beings naturally organize into communities. It’s part of who we are. Social media tools provide brands the opportunity to build two-way relationships and communities with their customers. Research & Insights Communities provide real-time, unfiltered, >> ongoing conversations with customers (good and bad) and prospects Community Goals Build relationships & Conversation creates meaningful and durable advocacy >> relationships that lead to advocacy Create a new Communities are a new channel to effectively channel >> create and deliver communication Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 3
  4. 4. Our Clients We’re honored to work with leading brands across multiple industries Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 4
  5. 5. What makes a strong community? Successful communities, online and off, share four key values Shared Connection Purpose Impact Recognition Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 5
  6. 6. What makes a strong community? Successful communities, online and off, share four key community values Shared Purpose Communication Impact Community Values Recognition Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 6
  7. 7. Shared Purpose: What does it mean? Communities are strongest when members share common interests, backgrounds or hobbies Within large communities, members will organize into smaller groups Shared Purposes are not just hobbies or activities or alma maters Passion for a brand can be a Shared Purpose, both positive and negative Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 7
  8. 8. Shared Shared Purpose: Ravelry Purpose Ravelry is not a site about knitting Ravelry is a site about knitters by knitters Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 8
  9. 9. Shared Purpose Shared Purpose at SheSpeaks We ask our members about their backgrounds and interests, and match those up against our clients Members use the tools on SheSpeaks.com to create self-forming communities of When SheSpeaks tested a conception kit, women used the message boards to provide support and advice for those experiencing infertility, and to celebrate successes! Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 9
  10. 10. Connection: What does it mean? Communities must provide authentic, free flowing conversation Connections can occur between a brand and community members, and between the members in a community Connection is not just about words, it includes pictures, video, and fun Strong communities allow for fluid movement between online and offline personas Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 10
  11. 11. Coonnecti Connection: Zappos on Zapp.me link Customer allows easy linking from reviews for every product customer blogs Widget tools allows easy embedding of product in Myspace or blogs Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 11
  12. 12. Connectio n Connection at SheSpeaks »  SheSpeaks programs include member to member, member to brand, brand to member and member to non-member communication, all facilitated by the appropriate tools and content »  SheSpeaks programs can include offline experiences, including parties, shopping trips, video assignments Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 12 © SheSpeaks, Inc. All rights reserved
  13. 13. Recognition: What does it mean? Recognition can be granted through rewards, status, personalization, and access Status recognizes members with badging or other visual recognition Personalization recognizes users by “treating me like you know me” Access to information provides unique opportunities to members so they feel special and exclusive Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 13
  14. 14. Recognition: ThisNext Recog- nition Top user recognized as a “Maven” and is given special site status Ranking users according to activity and quality Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 14
  15. 15. Recognition at SheSpeaks Recog- nition »  Invitation to participate in a product test or research from a brand creates “VIP Influencer” status »  Pass-along coupons are a social currency that allow SheSpeaks members to communicate their VIP status and provide their friends an “Insider Exclusive” Subject: Ready to Scream for Ice Cream? " Dear Fiona , ……you and your friends will be among the first to try this new superpremium ice cream. Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 15
  16. 16. Impact: What does it mean? Communication creates the expectation for response Action is not always necessary, but a recognition of the value of the communication is Community members expect the ability to shape the nature of the community itself Social media creates new ways to show results to communities Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 16
  17. 17. Impact: Dell IMpact Significant investment by Dell in community tools, with multiple tools and segments Ideastorm is a community generated suggestion box Every two weeks (at least), Dell publishes an update on their blog about Ideastorm ideas that have been implemented and suggestions to improve Ideastorm Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 17
  18. 18. Impact at SheSpeaks IMpact »  Brands interact directly with members in our community »  At the end of brand programs, brands send a “Here’s how you influenced” email »  Members often forward these emails to their friends, so we’ve incorporated a pass-along offer for the product as part of the email “You told us you loved the light texture of the product. - bliss is changing the packaging to highlight those qualities. ” Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 18
  19. 19. Creating a community •  Start with the basics: Create an ability for members to connect with one another and with the brand. Don’t over-design at the beginning. •  Co-create: They will help you solve. Let your customers tell you what’s important to them. Be ready to listen, as your customers will be very vocal! •  Build on your advantages: The best communities bridge online and offline fluidly. For example, Retailers can design an online community with in-person live store events •  e.g., fashion department wine and cheese, bring a friend, have an experience, insiders peek into the new Fall collection and a discount •  Community Product Reviews: allow community members to rate and link their own Retailer’s product reviews •  Leverage “Community Experts”: Let mavens have special authority to moderate and create content •  Create community around passion points: hobbies, interests and lifestages Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 19
  20. 20. What does it take? »  Commitment: Creating a community is not a one-off effort, but requires ongoing, dedicated resources to engage and sustain the conversation OR a partner who can manage this for you! »  Flexibility: Social media and community tools evolve rapidly »  Bravery: Not all of the messages from the community will be positive. However, by showing that you are listening, you will build goodwill and advocacy. Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 20

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