The Business of Online Communities

2,161 views

Published on

A presentation on the business of online community building and management, delivered by Bryan Person, social media evangelist at LiveWorld, on Wednesday, April 15, 2009.

Bryan spoke to Mary Lou Roberts‘ Harvard Extension School marketing class, Social Media for Web 2.0.

Published in: Business

The Business of Online Communities

  1. 1. The Business of Online Communities By Bryan Person LiveWorld
  2. 2. 10% of all leads
  3. 3. “ It’s not rocket science, but it does take work.” --Chris Brogan
  4. 4. Communities: build or join?
  5. 5. Build
  6. 6. Join
  7. 7. Hybrid
  8. 8. Build
  9. 9. Join 3,381,203 fans
  10. 10. Hybrid
  11. 11. Building with a community partner
  12. 12. 1) Strategy
  13. 13. 2) Services
  14. 14. 3) Technology
  15. 15. Why create a community?
  16. 16. Brand loyalty Sell more stuff Customer research Customer service channel Education Increase customer retention Product innovation
  17. 17. Brand loyalty Sell more stuff Customer research Customer service channel Education Increase customer retention Product innovation Support business goals !
  18. 18. Community culture: What kind of place?
  19. 22. Community management
  20. 23. Angela Connor GOLO – WRAL.com Mark Williams LiveWorld Connie Bensen Techrigy Jamie Pappas EMC | ONE
  21. 24. 1) Spark/manage discussions
  22. 25. 2) Help/connect members
  23. 26. 3) Report back internally
  24. 27. Moderation
  25. 28. Easy-to-understand community standards
  26. 31. Member enforcement
  27. 32. Measurement
  28. 33. Community Engagement Index
  29. 34. Why communities fail
  30. 35. Joining: cross-Web tools/tactics
  31. 36. Where to join?
  32. 37. Be strategic: Choose outposts wisely
  33. 38. Create compelling content
  34. 40. “ Be a champion for your industry” -- Mitch Joel
  35. 41. <ul><li>http://www.flickr.com/photos/cc_chapman/ </li></ul><ul><li>http://www.flickr.com/photos/chrisbrogan/1313067227/in/set-72157600286536357/ </li></ul><ul><li>http://www.flickr.com/photos/oscalito/237301508/ </li></ul><ul><li>http://www.flickr.com/photos/joi/2694770069/ </li></ul><ul><li>http://www.flickr.com/photos/bryanperson/185479745/in/set-72157594332565425/ </li></ul>Flickr photos
  36. 42. E-mail me [email_address]

×