Online Communities: How to encourage involvement


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How to encourage involvement in online communities and galvanise like-minded individuals into action

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Online Communities: How to encourage involvement

  1. 1. Online communities: encouraging involvementTiffany St James(On Twitter, Linked In,Slideshare, Facebook, Skype..)
  2. 2. Community engagement benefits• Connecting with like-minded individuals• Peer to peer recommendations• Resourses, resourses, resources• Stimulating the debate of your most interest• Engaging with people in the their spaces• eCRM• Data collation• Product testing• Informing business, brand, product strategy• The financial worth of ‘Likes’
  3. 3. Community of interestSource: Source:
  4. 4. Community of action Source: Source:
  5. 5. Community of place
  6. 6. Community of practice Source:
  7. 7. Community of circumstanceSource: Source:
  8. 8. Types of online community Led by individuals Fan Community forums Hyperlocal blogs sites Big group forumsConversation Campaign Contentoriented communities oriented Customer Magazine forums off-shoots Led by organisations Source:
  9. 9. Risks of online engagement• Stakeholders unfamiliarity with format• Lack of buy-in from proprietors• Absence of standards, strategy, measures• IT limitations• Elasticity of time and place• Low levels of efficacy and trust
  10. 10. UM Social media Wave 5
  11. 11. So What?
  12. 12. Trust in communications has changed
  13. 13. Smart Mobs: Democracy in action?
  14. 14. What can we learn from BP?
  15. 15. The truth will out
  16. 16. What can we learn from WikiLeaks?
  17. 17. Social For Good
  18. 18. The power of the individual
  19. 19. Online to offline action:
  20. 20. Big businesses are using it for good
  21. 21. ..and connecting like minded-individuals
  22. 22. What does this mean for me?
  23. 23. Should you throw a party or join one?
  24. 24. Identifying relevant communities
  25. 25. Choosing which communities No of Posts Date of last post and Topics in the main thread Members List Structure and Contact details for Management the moderator Source:
  26. 26. Cost of ownership considerations• Hosting and maintenance• Usabilility: IA + interface design + code• User experience: useability+design+content• But what is the real cost of not engaging...
  27. 27. Set an objective Listening Buzz generation Audience insight, Stimulating discussion, understanding views encouraging sharing Co-production Discussion & ResponseWorking with a community Driving take-up, to produce a resource asking for feedback Source:
  28. 28. Rule of participation inequalityWikipedia for example:99.8, 0.2, 0.003 Rule: Jakob Nielsen Source:
  29. 29. Managing communitiesCreators: Maintain, promote, reward Reward interactivity Build in Status Commentators: Personally interact Ask questions Increase interactivity Co-creation Lurkers: Progressive disclosure Increase engagement Strangers: SEO Widgets and Virals
  30. 30. Develop a partnership strategySource:
  31. 31. Continual optimisationSource: UK Government GCN/COI Interactive Services
  32. 32. Measures of success - KPIsOutputs How many visits, referrals, subscribers, loyalty, web analytics, bounce ratesOuttakes Message and experience for user satisfaction, measuring change of attitudeOutcomesAction - what do you want the user to do? Source: UK Govt COI Interactive services
  33. 33. Developing and exit strategy Exit Risks Actions Evaluate options • Suspicion • Timing • Monitor • Unpublish • Leadership • Transparent • All social • Cease • Reputation • Brief Press media • Remove • Resentment • Redirect • Response engagement • Direction strategy • • Hand back Source: UK Govt COI Interactive services
  34. 34. 5 things to watch out for1 Build it and they will come2 Too too strict3 Conflict: Moderator and/or participants4 Too complex5 Neglect
  35. 35. Code of conduct• Be credible• Be consistent• Be transparent• Be relevant• Be an ambassador for your organisation
  36. 36. Are you ready?1 Are you listening?2 Do ALL employees understand the risks?3 Rapid response?4 Strategy in place?5 Had crisis training?6 Clear on the roles and responsibilities7 Top down and bottom up strategies
  37. 37. Thank You!Tiffany St
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