Community Engagement Fundamentals
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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......

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.

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  • 1. building the open enterprise Community Engagement Foundations August 16 th , 2010 Charlotte North Carolina
  • 2. “ Building the open enterprise” Social Cloud Mobile DATA Analysis
  • 3. Be open first ! Markets Partners Employees
  • 4. What do we mean by COMMUNITY?
  • 5. 1) membership, 2) influence, 3) integration and fulfillment of needs, and 4) shared emotional connection. McMillan, D.W., & Chavis, D.M. 1986. "Sense of community: A definition and theory,"
  • 6.  
  • 7.  
  • 8. Types of Community
  • 9. COMMUNITY CASE STUDY The ThinkFood Cookbook Project 2010
  • 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.
  • 11.  
  • 12.  
  • 13. Strategy
    • Co-Create a cookbook with a community that cares about food – food bloggers
    • Distribute the recipes in different ways to maximize engagement
      • A ‘Recipe of the Week’ e-newsletter gives one recipe into subscribers inbox’s each week
      • Printed copies of the book can be purchased through the Posit Science website and given away through bloggers websites
  • 14.
    • P roblem – define the problem you need to solve
    • H ypothesis – develop a hypothesis for solving the problem
    • A ction – design a set of actions for testing the hypothesis
    • M etric – determine which metrics will be used to evaluate
    • E xperiment – do it!
    Research (P.H.A.M.E.)
  • 15.
    • 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
    • We researched over 250 food blogs with a readership ranging from
    • 1,000 - 100,000 readers
    • Research Criteria:
      • A food blogger who likes to prepare healthy dishes
      • A blog with a genuine readership
      • A blogger who updates their blog regularly
      • A blogger who is excited about the project
      • A blogger who could contribute a unique recipe
      • Has an interest in online communities like Twitter & Facebook
    • We invited 50 of the bloggers to contribute
    Research (P.H.A.M.E.)
  • 16. Key learning
  • 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
  • 18. Engagement
    • 50 top food bloggers created recipes for our cookbook – developing these recipes from a selected list of brain healthy ingredients
    • Bloggers wrote about their involvement with the cookbook, thereby promoting our cookbook and ultimately our client
    • We included the food bloggers in the various press materials and press opportunities
    • We used tools like Facebook and Twitter to cross promote the project with the bloggers, foodies, families, and other online communities
  • 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
    • Each week one recipe would be distributed
    • to the Posit Science subscribers
    • The featured recipe would have links to the
    • bloggers Twitter handle, Facebook page, and
    • blog
    Unique Recipe
  • 20. Results
    • Over 3,500 people signed up for the ‘Recipe of the Week’ e-newsletter on the first day
    • Over 10,000 unique visitors came to their website the first day
    • Multiple pre-orders for the book (Officially available this month)
    • 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
    • Ongoing involvement – over the 50 weeks the bloggers again get attention and write about their involvement
    • An unconnected food blogger has decided to prepare, test, and talk about each recipe for the next 50 weeks!
  • 21. This worked because…
    • The company connected with a community in a genuine way
      • Created something of value for the community
      • Involved the community in defining how it would work and what the content would be
      • Trusted that the community would participate in a professional and positive way
  • 22. Client Coaching
    • Draft emails for the client to maintain the flow of communication with the bloggers throughout the project
    • Subscribe to the contributing blogs
    • Educate them on a no pressure approach for blogger coverage
    • Engage with the contributing bloggers on a personal and professional level
      • Read their blog
      • Comment on their blog
      • Follow them on Twitter and Facebook
      • Follow Friday (#FF) them on Twitter
      • Congratulate them on professional milestones
    • Draft various tweets for ThinkFood
      • Delicious Banana Oatmeal Chocolate Chip Cookies from @carrotsncake -
      • ThinkFood: 50 weeks of healthy & delicious recipes for FREE
  • 23. Other examples…
  • 24.  
  • 25. Movie Fans Television Fans Book Fans Blair Underwood Actor, Author, and Activist Causes Facebook: 15,484 fans Twitter: 16,885 fans
  • 26. [email_address] @tshelton