Building a community

Rick Mans - Social Media
Evangelist
You cannot create a community

What you can do
     •Communities are already there
     •The only thing you can do is help...
Communities are part of human nature…

Cicero
    We were born to unite with our fellow men, and to join in community
    ...
…and part of Capgemini’s Technovision




                                                         Mashup
                ...
Communties are mentioned in these building blocks



                                          Smart
                     ...
From Content to People, the Technology Side is there…
 Mainly narrow band                  Web 1.0                        ...
From outsider to evangelist




                              2009 Rick Mans Capgemini
Get to the outsiders

Actionable steps
  1.   Set your goals
  2.   Identify who your members can be
          a. Identify...
Make outsiders viewers and visiting fans

Actionable steps
  1.   Create valuable content
  2.   Add value based on the id...
Make passive members active members

Actionable steps

  1.   Provide methods for interaction
          a. With you
      ...
Make active members passionate members

Actionable steps

  1.   Enable co creation
  2.   Adapt your processes so you can...
Remember

Keep in The phases
  •     mind that …  of members is not a lineair process
  •    There is still an ‘offline’ w...
Platforms

What are the possibilities
  •       Internal vs external hosted solutions
  •       Existing platform
  •     ...
Cases
Lego factory
                                                                  SOLUTION
                                  ...
P&G connect + Develop
                                                                  SOLUTION
                         ...
Nivea

                                                                         SOLUTION
                                 ...
Nike+, in collaboration with Apple
                                                        SOLUTION

                     ...
.. And there is more
Peer to peer networking                                              Wikis
               • P2P is a ...
The online channel develops fast and what yesterday
was a “Differentiator” may today be a “Must have”
                    ...
Contact details

Rick Mans
rick.mans@capgemini.com
http://twitter.com/rickmans
http://www.linkedin.com/in/rickmans
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Строим сообщество ( или общество единомышленников ) в Интернете . Web -2 нам поможет

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Строим сообщество ( или общество единомышленников ) в Интернете . Web -2 нам поможет

  1. 1. Building a community Rick Mans - Social Media Evangelist
  2. 2. You cannot create a community What you can do •Communities are already there •The only thing you can do is help them better •Communities are groups of people that: •Have a common purpose •Have a motivation to interact •Have time to interact •Have shared experiences •Communities are participating on a platform they choose A community is not just a list of members and debates! 2009 Rick Mans Capgemini
  3. 3. Communities are part of human nature… Cicero We were born to unite with our fellow men, and to join in community with the human race. Henrik Ibsen A community is like a ship; everyone ought to be prepared to take the helm. Jeremy Bentham It is vain to talk of the interest of the community, without understanding what is the interest of the individual 2009 Rick Mans Capgemini
  4. 4. …and part of Capgemini’s Technovision Mashup Mash-up Mashup Real-time Real-time Real-Time Real-Time applicatio Applicatio integrate Integrate business Business ns Integrate process Process d control Control Composit business Business business Business e intelligen Intelligen Intelligen Sensing applicatio Applicatio ce Packaged Sensing networks Networks ns sector / Sector / networks Smart segment Segment Free business Business solutions Solutions Social Role- Role agents Agents networks Networks Social based Based nation  Nation  Collabora collaborat user User tion Tools ion tools / portals Portals iPodificati / Wikinomi Software- Software on Wikinomi cs Google- as-a- as a cs Utility service Service business Business fication Mastered data Data infra- Infra- Jericho managem Managem structure style Style style ent Rich security Security Internet Internet applicatio Applicatio ns Key technology building blocks 2009 Rick Mans Capgemini
  5. 5. Communties are mentioned in these building blocks Smart business networks Social collaboratio Free agents n tools / nation  Wiki-nomics From Transaction to Interaction • Organizations and individuals in a continuous cycle of learning, creating and collaborating • Creating additional value through business innovation with markets, players and consumers constantly shifting position • Global ‘open’ markets where information on available products and vendors vastly increases the competition compared to the levels of existing localized ‘closed’ markets 2009 Rick Mans Capgemini
  6. 6. From Content to People, the Technology Side is there… Mainly narrow band Web 1.0 Web 2.0 Traditional Google Gmail Mainly Broadband media search Flicker Alternativ e media netvibes blogs Publishing is complex and Value is created by limited to few traditional aggregating media and online content (portals) Wikipedia merchants Easy publication for all Value is generated by tools 2004 2005 allowing to publish easily Web 1.0 is an electronic • Web 2.0 is an interactive collaborative version of existing content environment  Blogs (e.g., Dell hell, You Tube, Value is generated by • aggregating content within Flicker) portals Publishing technologies are •  Wikis (e.g., Wikipedia) complex and slow to implement  Mash-up (e.g., iGoogle, RSS feeds etc.)  Hosted service (e.g., Google spreadsheets, Ikea bathroom designer)  Social Networking website (e.g., Facebook, My space etc.) 2009 Rick Mans Capgemini
  7. 7. From outsider to evangelist 2009 Rick Mans Capgemini
  8. 8. Get to the outsiders Actionable steps 1. Set your goals 2. Identify who your members can be a. Identify the drivers of the members b. How technical are they? c. Where are they already? 3. Choose a platform 4. Start promoting it (not once, but continuously) Set goals and identify members 2009 Rick Mans Capgemini
  9. 9. Make outsiders viewers and visiting fans Actionable steps 1. Create valuable content 2. Add value based on the identified drivers 3. Promote your content (continuously) 4. Continue promoting the platform (not once, but continuously) 5. Start solving real world tasks for your members Catch the attention 2009 Rick Mans Capgemini
  10. 10. Make passive members active members Actionable steps 1. Provide methods for interaction a. With you b. With each other 2. Enable co creation 3. Adapt your processes so you can handle co creation 4. Solve real world tasks for your members 5. Continue promoting the content 6. Continue promoting the platform Interact 2009 Rick Mans Capgemini
  11. 11. Make active members passionate members Actionable steps 1. Enable co creation 2. Adapt your processes so you can handle co creation 3. Let them promote the community, content and platform 4. Continue promoting the content 5. Continue promoting the platform Create success 2009 Rick Mans Capgemini
  12. 12. Remember Keep in The phases • mind that … of members is not a lineair process • There is still an ‘offline’ world, paper but also email are great ways to promote your platform. Do not ignore ‘older’ media • Building a community will take time (a vivid community cost approximately 9 months to build, most enterprises already stop after 6 months...) • You really need a community manager • Leading by example is the only way to build a community • You should not be afraid to fail • Focus is important, not only on your goals, but also on the goals of the members Failing fast and quickly is sometimes of tremendous benefit. Failure can be informative and serve to create longer lasting success; it’s synonymous with risk taking and experimenting. Also, the public is often forgiving of failure if it’s in the execution of a worthy principle. 2009 Rick Mans Capgemini
  13. 13. Platforms What are the possibilities • Internal vs external hosted solutions • Existing platform • Create a new platform • Private vs public platforms Lotus Connections Sharepoint Almost an endless choice in platforms you can use (intern, extern, public, private) 2009 Rick Mans Capgemini
  14. 14. Cases
  15. 15. Lego factory SOLUTION • Lego launched the Lego Factory (http://factory.lego.com) – an online model of engagement for potential and existing Lego users, which allows users to design, share and buy their own customized LEGO models THE LEGO FACTORY WEBSITE BACKGROUND • Lego had traditionally been surrounded by a highly active constellation of Lego User Groups - fan communities comprising of both adult and young members • These groups maintained large online presence; operated independently of the company; exchanged and showed creative toy designs and models amongst themselves • Lego needed to move out of closed proprietary mode and adapt a participative strategy for customer interaction, which would utilize existing user creativity in product design BENEFITS - Designer users can - Users interested in - Once the user has • Through the Lego Factory, the company has taken then order the bricks custom-designing their created a design, he can a step further in the evolution of user needed to make their own Lego models have upload the same to the involvement, building strong brand relationship model, and also to download and install online gallery customize their own • The initiative has created high levels of awareness the ‘Lego Digital - Lego approves all box for the model and interest with the consumers Designer’ – designs before they are - Other users on the site • The initiative has put Lego a step ahead of - In the designer, the user added to the online can buy uploaded competition by moving out of closed proprietary can drag and drop to gallery, to filter out designs in the gallery, content mode and involving fresh ideas from create a virtual toy models for and will receive both consumers and community for New Product design appropriateness for all the bricks for the model Development age groups as well as the building instructions 2009 Rick Mans Capgemini
  16. 16. P&G connect + Develop SOLUTION • P&G launched the ‘Connect + Develop’ initiative, tapping into a global innovation network comprising of a host of sources, right from independent BACKGROUND innovators to virtual innovator networks such as InnoCentive • Having a clear sense of consumers' needs, the company identifies promising • As P&G grew to a $70 billion enterprise, the global ideas throughout this network and applies its own R&D, manufacturing, innovation model it devised in the 1980s was marketing, and purchasing capabilities to them to enhance the rate of innovation yielding shrinking success rates P&G CONNECT + DEVELOP • Their R&D productivity had leveled off, and innovation success rate had stagnated at about 35%, whereas innovation costs were climbing P&G converts them into P&G identifies ‘science problems and faster than top-line top 10 customer sends into the network needs • While P&G owned a 7500+ strong R&D team, it realized that viable product innovation was increasingly being done externally at small and P&G’s Global Innovation Network midsize entrepreneurial companies BENEFITS • More than 35% of P&G’s new products have elements that originated from outside P&G, up from about 15% in 2000 • R&D productivity increased by nearly 60% P&G’s 7500+ R&D team • R&D investment as a percentage of sales is down work on solutions from 4.8% in 2000 to 3.4% in 2006 suggested and with • P&G’s average two-month cycle of generating internal communities physical prototypes and testing them with consumers has reduced to around 24 to 48 hours INNOVATIONS In Areas Of Packaging, Design, Marketing Models, Research Methods, Engineering, Technology, Etc 2009 Rick Mans Capgemini
  17. 17. Nivea SOLUTION • As the mainstay of its ‘Beauty Is’ campaign, NIVEA launched a BACKGROUND desktop application called Ticker, in collaboration with Skinkers • Nivea, a global leading skincare brand, wanted to • Built on Skinkers information broadcast technology, Ticker is a transform the customer’s view of the company and its downloadable, opted-in application that pushes interactive content brand from being ‘skincare-focused’ to ‘beauty-focused’ directly to the desktop and also wanted to increase presence in emerging • Messages sent via the Ticker to the desktop include news, beauty economies tips, competitions, video podcasts and questionnaires, with the • In this direction, the company had launched the ‘Beauty objective of all messages being to drive consumers to the revamped Is’ campaign at a global level, which included: NIVEA website - A complete revamp of both the global as well as regional websites The company regularly - Regional websites to be a one-stop shop for all publishes beauty and aspects of beauty and includes news, lifestyle wellbeing related video advice, offers, competitions and video podcasts podcasts on its website; notifications of the same • While the campaign used a variety of channels including are pushed to the user on and offline publications, email and advertising; the through Ticker company was looking for a reliable way to drive consumers to the revamped website BENEFITS • By utilising the desktop as a communication channel, the company does not need to wait for customers to identify and open emails or remember to visit their website Users are asked to upload • The Ticker provides constant exposure to Nivea’s globally a photo on the site which unified experience with a consistent message across its depicts their idea of what product range, building customer trust in the brand ‘Beauty Is’; the entire collection of photos is also • Post-launch of the ‘Beauty Is’ campaign, the Germany- displayed on Ticker based company has benefited from high sales in emerging markets such as Eastern Europe, Latin America and Asia 2009 Rick Mans Capgemini
  18. 18. Nike+, in collaboration with Apple SOLUTION HEAR YOU RUN… Sensor in the shoe helps the runner hear 1 through the iPod, the details about pace, time, distance and calories burned BACKGROUND SEE YOU RUN…  Nike wanted to create an immediately On docking and synchronizing the iPod, Nike+ resonant experience for a broad target software loads the workout statistics to their 2 market, from marathoners to fitness website where the user will be able to track joggers his/her workout progress  Nike+ was born as a multi-channel, multi- sensory marriage of Nike and Apple CONNECT AND CHALLENGE technologies Run data can be used to track progress, set  Nike+ provides a robust platform of virtual 3 goals, motivate runners. win rewards and racing, progress tracking, motivational challenge pals or all Nike+ users goals and stories, global community CUSTOMER CENTRICITY comparison tools THROUGH BETTER INTERACTION Nike.com USING WEB 2.0 BENEFITS III I Widgets for setting  Nike+ is a unique way to engage with and challenges, promote higher levels of brand identity goals… amongst Nike users II Blog facility for  Delivers increased value to Nike users Nike+ users through a unique way of collaborating III  Engages current and prospective Nike III Link to purchase users with uninterrupted and targeted Nike+ kit and II advertising other Nike gear  20% reduction in ad budgets as Nike is I moving towards developing its own media network through such technological endeavors 2009 Rick Mans Capgemini
  19. 19. .. And there is more Peer to peer networking Wikis • P2P is a technique for efficiently sharing files • Wikis such as Wikipedia are systems for either over the internet or within a closed collaborative publishing. They allow many set of users. P2P distributes files across authors to contribute to an online document or many machines, often those of the users discussion. themselves. • Examples: Dell uses Wiki in their call centre and it • Examples: Skype, Freenet, Spotify has helped in reducing the number off clicks from 20 to 4 and decreased the average call time by RSS Mash-ups 10-20% • Really Simple Syndication allows people to • Mash - ups are aggregations of content from subscribe to online distributions of news, different online sources to create a new serviceo blogs, podcasts or other information • Rather than build customized IT systems with • While banks and financial institutions are hard-wired integration, Web 2.0 can enable usually slow to adopt new technology, that mash-ups of existing Web services and data to do is not the case with RSS adoption. the job at lower cost and effort • Examples: Federal Reserve use RSS to • Large companies often conceal their usage of communicate bank rate changes, Long and mash-ups since it provides significant Foster’s customers receive mortgage rates competitive advantage via RSS1 • Examples: Google Map was one of the first Blogging Social networkingapplications using mash-ups • Blogs are online journals or diaries hosted • Refers to systems that allow members of a on a Website and often distributed to other specific site to learn about other members skills, sites through readers using RSS talents, knowledge or preferences. • Examples: Libris Kungliga Biblioteket has a • Examples: ABSOUT has a page on Facebook blog continuously reporting about news and entitled Top Bartender, Ernst&Young utilizes projects, Pfizer has a CSR (corporate social Facebook career page for hiring responsibility) blog Collective intelligence • Refers to any system that attempts to tap the expertise of a group than an individual to make decisions. Technologies that contribute to collective intelligence include collaborative publishing and common databases for sharing knowledge • Examples: Companies like BootB and DesignBay are using collective intelligence in order to bypass traditional marketing and creative agencies 2009 Rick Mans Capgemini
  20. 20. The online channel develops fast and what yesterday was a “Differentiator” may today be a “Must have” Online Communities Online apps/hosted services RSS Personalised landing page Personalised products/ranges Differentiators Viral Marketing Use of social networking sites Customer product/range design Virtual Worlds Single view of customer throughout the sales journey Consumer Reviews Becoming Click and Collect the norm Personalised offers Joined up customer service, products and range Must have Returns in any channel Instant online availability 2009 Rick Mans Capgemini
  21. 21. Contact details Rick Mans rick.mans@capgemini.com http://twitter.com/rickmans http://www.linkedin.com/in/rickmans

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