Your SlideShare is downloading. ×
0
building the open enterprise Community Engagement Foundations August 16 th , 2010 Charlotte North Carolina
“ Building  the open  enterprise” Social Cloud Mobile DATA Analysis
Be open first ! Markets Partners Employees
What do we mean by COMMUNITY?
1) membership, 2) influence, 3) integration and fulfillment of needs, and 4) shared emotional connection. McMillan, D.W., ...
 
 
Types of Community
COMMUNITY CASE STUDY The ThinkFood Cookbook Project 2010
Question: Can a software company connect with a community in a meaningful way? Our client, Posit Science, wanted to increa...
 
 
Strategy <ul><li>Co-Create  a cookbook with a community that cares about food – food bloggers </li></ul><ul><li>Distribute...
<ul><li>P roblem – define the problem you need to solve </li></ul><ul><li>H ypothesis – develop a hypothesis for solving t...
<ul><li>First we emailed our idea of a brain-healthy cookbook to a select group of bloggers to validate the idea before ou...
Key learning
“ We’re reluctant to give away the fruits of our labor without some sort of compensation.  Surely, you do not work for fre...
Engagement <ul><li>50 top food bloggers created recipes for our cookbook – developing these recipes from a selected list o...
‘ Recipe of the Week’  e-newsletter Personalized recipe tip Featured name, bio, and links to their blog and various social...
Results <ul><li>Over 3,500 people signed up for the ‘Recipe of the Week’ e-newsletter on the first day </li></ul><ul><li>O...
This worked because… <ul><li>The company connected with a community in a genuine way </li></ul><ul><ul><li>Created somethi...
Client Coaching <ul><li>Draft emails for the client to maintain the flow of communication with the bloggers throughout the...
Other examples…
 
Movie Fans Television Fans Book Fans Blair Underwood Actor, Author, and Activist Causes Facebook:  15,484 fans Twitter:  1...
[email_address] @tshelton http://open-first.com
Upcoming SlideShare
Loading in...5
×

Community Engagement Fundamentals

2,694

Published on

Community Engagement Fundamentals presentation at Social Fresh Charlotte 2010 -- presented Open-First case study on how we developed the ThinkFood cookbook with brain fitness software company Posit-Science, creating a successful engagement for the company with food bloggers and a community of people interested in health and brain fitness.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,694
On Slideshare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
24
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Community Engagement Fundamentals"

  1. 1. building the open enterprise Community Engagement Foundations August 16 th , 2010 Charlotte North Carolina
  2. 2. “ Building the open enterprise” Social Cloud Mobile DATA Analysis
  3. 3. Be open first ! Markets Partners Employees
  4. 4. What do we mean by COMMUNITY?
  5. 5. 1) membership, 2) influence, 3) integration and fulfillment of needs, and 4) shared emotional connection. McMillan, D.W., & Chavis, D.M. 1986. &quot;Sense of community: A definition and theory,&quot;
  6. 8. Types of Community
  7. 9. COMMUNITY CASE STUDY The ThinkFood Cookbook Project 2010
  8. 10. Question: Can a software company connect with a community in a meaningful way? Our client, Posit Science, wanted to increase awareness of the topics of “ brain fitness ” and “ brain training ” amongst a broader demographic of potential software purchasers.
  9. 13. Strategy <ul><li>Co-Create a cookbook with a community that cares about food – food bloggers </li></ul><ul><li>Distribute the recipes in different ways to maximize engagement </li></ul><ul><ul><li>A ‘Recipe of the Week’ e-newsletter gives one recipe into subscribers inbox’s each week </li></ul></ul><ul><ul><li>Printed copies of the book can be purchased through the Posit Science website and given away through bloggers websites </li></ul></ul>
  10. 14. <ul><li>P roblem – define the problem you need to solve </li></ul><ul><li>H ypothesis – develop a hypothesis for solving the problem </li></ul><ul><li>A ction – design a set of actions for testing the hypothesis </li></ul><ul><li>M etric – determine which metrics will be used to evaluate </li></ul><ul><li>E xperiment – do it! </li></ul>Research (P.H.A.M.E.)
  11. 15. <ul><li>First we emailed our idea of a brain-healthy cookbook to a select group of bloggers to validate the idea before our client invested time and money into the project </li></ul><ul><li>We researched over 250 food blogs with a readership ranging from </li></ul><ul><li>1,000 - 100,000 readers </li></ul><ul><li>Research Criteria: </li></ul><ul><ul><li>A food blogger who likes to prepare healthy dishes </li></ul></ul><ul><ul><li>A blog with a genuine readership </li></ul></ul><ul><ul><li>A blogger who updates their blog regularly </li></ul></ul><ul><ul><li>A blogger who is excited about the project </li></ul></ul><ul><ul><li>A blogger who could contribute a unique recipe </li></ul></ul><ul><ul><li>Has an interest in online communities like Twitter & Facebook </li></ul></ul><ul><li>We invited 50 of the bloggers to contribute </li></ul>Research (P.H.A.M.E.)
  12. 16. Key learning
  13. 17. “ We’re reluctant to give away the fruits of our labor without some sort of compensation. Surely, you do not work for free? -800 monthly readers “ This sounds interesting and like something I’d definitely want to be apart of” -15,000 monthly readers The higher the monthly readership, the more interested the bloggers were The lower the monthly readership, the less interested the bloggers were “ Thanks for contacting me. I like the idea of ThinkFood, fun! Send the the info for it, sounds very interesting!” -22,000 monthly readers “ You want us to provide you with free content in exchange for exposure? Do *you* work for free? No thanks.” -Readership not available (blog too small) “ Thank you for your invitation to participate. I reviewed the information and unfortunately, I can't participate. It's not for a lack of interest but rather a lack of time. Aargh!” -30,000 monthly readers
  14. 18. Engagement <ul><li>50 top food bloggers created recipes for our cookbook – developing these recipes from a selected list of brain healthy ingredients </li></ul><ul><li>Bloggers wrote about their involvement with the cookbook, thereby promoting our cookbook and ultimately our client </li></ul><ul><li>We included the food bloggers in the various press materials and press opportunities </li></ul><ul><li>We used tools like Facebook and Twitter to cross promote the project with the bloggers, foodies, families, and other online communities </li></ul>
  15. 19. ‘ Recipe of the Week’ e-newsletter Personalized recipe tip Featured name, bio, and links to their blog and various social pages like Twitter and Facebook <ul><li>Each week one recipe would be distributed </li></ul><ul><li>to the Posit Science subscribers </li></ul><ul><li>The featured recipe would have links to the </li></ul><ul><li>bloggers Twitter handle, Facebook page, and </li></ul><ul><li>blog </li></ul>Unique Recipe
  16. 20. Results <ul><li>Over 3,500 people signed up for the ‘Recipe of the Week’ e-newsletter on the first day </li></ul><ul><li>Over 10,000 unique visitors came to their website the first day </li></ul><ul><li>Multiple pre-orders for the book (Officially available this month) </li></ul><ul><li>Tremendous support from the contributing bloggers who wrote about their involvement with the project and included links for their readers to sign up for the ‘Recipe of the Week’ program </li></ul><ul><li>Ongoing involvement – over the 50 weeks the bloggers again get attention and write about their involvement </li></ul><ul><li>An unconnected food blogger has decided to prepare, test, and talk about each recipe for the next 50 weeks! </li></ul>
  17. 21. This worked because… <ul><li>The company connected with a community in a genuine way </li></ul><ul><ul><li>Created something of value for the community </li></ul></ul><ul><ul><li>Involved the community in defining how it would work and what the content would be </li></ul></ul><ul><ul><li>Trusted that the community would participate in a professional and positive way </li></ul></ul>
  18. 22. Client Coaching <ul><li>Draft emails for the client to maintain the flow of communication with the bloggers throughout the project </li></ul><ul><li>Subscribe to the contributing blogs </li></ul><ul><li>Educate them on a no pressure approach for blogger coverage </li></ul><ul><li>Engage with the contributing bloggers on a personal and professional level </li></ul><ul><ul><li>Read their blog </li></ul></ul><ul><ul><li>Comment on their blog </li></ul></ul><ul><ul><li>Follow them on Twitter and Facebook </li></ul></ul><ul><ul><li>Follow Friday (#FF) them on Twitter </li></ul></ul><ul><ul><li>Congratulate them on professional milestones </li></ul></ul><ul><li>Draft various tweets for ThinkFood </li></ul><ul><ul><li>Delicious Banana Oatmeal Chocolate Chip Cookies from @carrotsncake - http://bit.ly/ThinkFood </li></ul></ul><ul><ul><li>ThinkFood: 50 weeks of healthy & delicious recipes for FREE http://bit.ly/ThinkFood </li></ul></ul>
  19. 23. Other examples…
  20. 25. Movie Fans Television Fans Book Fans Blair Underwood Actor, Author, and Activist Causes Facebook: 15,484 fans Twitter: 16,885 fans
  21. 26. [email_address] @tshelton http://open-first.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×