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’
Community of interestSource: http://mygarden.rhs.org.uk/forums/ Source: Helpfultechnology.com
Community of action Source: http://fairtradetowns.ning.com/ Source: Helpfultechnology.com
Community of practice Source: Helpfultechnology.com
Community of circumstanceSource: http://www.tripadvisor.com/ Source: Helpfultechnology.com
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
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
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
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...
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
Rule of participation inequalityWikipedia for example:99.8, 0.2, 0.003 Rule: Jakob Nielsen Source: bit.ly/ggRqCW
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
Develop a partnership strategySource: Helpfultechnology.com
Continual optimisationSource: UK Government GCN/COI Interactive Services
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
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
5 things to watch out for1 Build it and they will come2 Too too strict3 Conflict: Moderator and/or participants4 Too complex5 Neglect
Code of conduct• Be credible• Be consistent• Be transparent• Be relevant• Be an ambassador for your organisation
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
Thank You!Tiffany St Jamestiffany@stimulationltd.co.ukTwitter:@tiffanystjamesSlideshare.net/tiffanystjames
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