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Online Communities: How to encourage involvement

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

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

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  • 1. Online communities: encouraging involvementTiffany St James(On Twitter, Linked In,Slideshare, Facebook, Skype..)tiffany@stimulationltd.co.ukSource: xkcd.com
  • 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. Community of interestSource: http://mygarden.rhs.org.uk/forums/ Source: Helpfultechnology.com
  • 4. Community of action Source: http://fairtradetowns.ning.com/ Source: Helpfultechnology.com
  • 5. Community of place
  • 6. Community of practice Source: Helpfultechnology.com
  • 7. Community of circumstanceSource: http://www.tripadvisor.com/ Source: Helpfultechnology.com
  • 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: Helpfultechnology.com
  • 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. UM Social media Wave 5 http://bit.ly/g8JspN
  • 11. So What?
  • 12. Trust in communications has changedhttp://slidesha.re/ekbc0
  • 13. Smart Mobs: Democracy in action? bit.ly/gKArcx gawker.com/5733816/ nyti.ms/e5P1Ul
  • 14. What can we learn from BP?
  • 15. The truth will out http://bit.ly/eERbxb
  • 16. What can we learn from WikiLeaks?
  • 17. Social For Good
  • 18. The power of the individual bethkanter.org
  • 19. Online to offline action: DoSomething.org
  • 20. Big businesses are using it for good refresheverything.com
  • 21. ..and connecting like minded-individuals nikerunning.nike.com
  • 22. What does this mean for me?
  • 23. Should you throw a party or join one?
  • 24. Identifying relevant communities
  • 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: Helpfultechnology.com
  • 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. 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: Helpfultechnology.com
  • 28. Rule of participation inequalityWikipedia for example:99.8, 0.2, 0.003 Rule: Jakob Nielsen Source: bit.ly/ggRqCW
  • 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. Develop a partnership strategySource: Helpfultechnology.com
  • 31. Continual optimisationSource: UK Government GCN/COI Interactive Services
  • 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. 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 • Transparentlogy.com • Hand back Source: UK Govt COI Interactive services
  • 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. Code of conduct• Be credible• Be consistent• Be transparent• Be relevant• Be an ambassador for your organisation
  • 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. Thank You!Tiffany St Jamestiffany@stimulationltd.co.ukTwitter:@tiffanystjamesSlideshare.net/tiffanystjames

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