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Community 2.0

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Understand the keys to creating and nurturing an online community for association members.

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Community 2.0

  1. 1. Community 2.0<br />Deirdre Reid<br />March 3, 2011<br />Institute of Food Technologists<br />
  2. 2. Welcome virtual colleagues!<br />2<br />
  3. 3. Take-aways<br />Ingredients of a thriving online or ‘real life’ community<br />Understanding of motivations and needs the community will satisfy, and benefits of community participation<br />Steps to creating a thriving online community<br />Member awareness<br />Member adoption - overcoming hurdles<br />Member engagement<br />Your role as community champions<br />3<br />
  4. 4.
  5. 5. What does your community feel like?<br />
  6. 6.
  7. 7.
  8. 8.
  9. 9. Ingredients for a Thriving Community<br /><ul><li>Value - meets the needs of members
  10. 10. Collaboration toward a clear and common purpose
  11. 11. Shared interests, passions and experiences
  12. 12. Fun</li></ul>9<br />
  13. 13. Ingredients for a Thriving Community<br /><ul><li>Core group of committed active participants
  14. 14. Clusters – small groups or niches
  15. 15. Integration of face-to-face (F2F) and online</li></ul>10<br />
  16. 16. Ingredients for a Thriving Community<br /><ul><li>Safe and trusted environment
  17. 17. Reliable schedule of activities
  18. 18. Responsive and nimble
  19. 19. Easy to navigate and interact</li></ul>11<br />
  20. 20. Steps to Community 2.0<br />Get buy-in. <br />Establish goals that are aligned with organizational goals.<br />Rally your champions – staff and members.<br />12<br />
  21. 21. Steps to Community 2.0<br />Know your members and their needs.<br />Provide solutions to those needs.<br />13<br />
  22. 22. Steps to Community 2.0<br />Market the community – awareness<br />Facilitate onboarding – adoption <br />Nurture community – engagement <br />14<br />
  23. 23. Know Your Members<br />What are the different member segments in your division?<br /><ul><li>Level of IFT involvement
  24. 24. Career stage
  25. 25. Generation (Boomer, GenX, Millennial)
  26. 26. Online/digital comfort level
  27. 27. Geographic
  28. 28. Locally connected or isolated?
  29. 29. Others?</li></ul>15<br />
  30. 30. Discuss amongst yourselves:<br />Identify the key member segments in your divisions.<br />What professional challenges and membership needs are common across divisions? <br />Which ones are unique to your division?<br />16<br />
  31. 31. Discuss amongst yourselves:<br />What are the advantages of participating in the larger IFT community? <br />And, the disadvantages of not participating?<br />17<br />
  32. 32. Create Awareness<br /><ul><li>Start small. Focus on your niche.
  33. 33. Personal invitations.
  34. 34. Seed outposts with breadcrumbs.
  35. 35. Find more champions.</li></ul>18<br />
  36. 36. Identify New Cluster Champions<br />19<br />
  37. 37. Community 2.0 Live<br /><ul><li>Demonstrations, orientations
  38. 38. Extending the conference experience
  39. 39. Daily news
  40. 40. Continue the conversations
  41. 41. Guest appearances
  42. 42. Perks for community members</li></ul>20<br />
  43. 43. Knowledge Center<br />21<br />
  44. 44. Adoption<br />Onboarding community members:<br /><ul><li>Removing hurdles to online engagement.
  45. 45. Help develop community habits.
  46. 46. Showing the path.</li></ul>22<br />
  47. 47. Discussion<br />What hurdles stand in the way of member participation in the community?<br />23<br />
  48. 48. Hurdle = Time<br />Fact:<br /> 47.2% of dropped members don’t have time to participate in division activity.<br />24<br />
  49. 49. Factors that create habitual visits<br /><ul><li>External/social pressure
  50. 50. Regular schedule/appointment
  51. 51. RSS feeds or emails
  52. 52. Reliable schedule - weekly appointment
  53. 53. Repeat exposure in a short time period
  54. 54. Intrinsic pressure or desire – inner motivation</li></ul>Think about it: how do (or will) you fit this community into your own life?<br />25<br />
  55. 55. Motivation<br /><ul><li>Fulfillment of needs
  56. 56. Altruism
  57. 57. Status
  58. 58. Social connectedness</li></ul>Think about it: What motivates you to participate? What might motivate the different types of members in your division? <br />26<br />
  59. 59. Hurdle = Lack of Value<br />Fact:<br /> 35% of dropped members didn’t see the value in division membership.<br />27<br />
  60. 60. Hurdle = Lack of Alluring Participants<br />Fact:<br /> 28% of dropped members indicated that the networking opportunities didn’t meet their needs.<br />28<br />
  61. 61. Hurdle = Echo Chamber<br /><ul><li>Go for diversity.
  62. 62. Reach out to the periphery.
  63. 63. Find other influencers.</li></ul>29<br />
  64. 64.
  65. 65. Nurturing Community 2.0<br />First, know thyself.<br /><ul><li>Understand your personal WIIFM.
  66. 66. Be ready to share how you fit the community into your life.</li></ul>31<br />
  67. 67. Provide paths.<br /><ul><li>Provide prompts.
  68. 68. Show how to make it a habit and how to participate meaningfully.
  69. 69. Give a personal touch.
  70. 70. Give newbies a place of their own.
  71. 71. Be the hostess with the mostess.</li></ul>32<br />
  72. 72. Community Credo<br /><ul><li>Be worth my time.
  73. 73. Keep a regular schedule.
  74. 74. Be responsive and nimble.</li></ul>33<br />
  75. 75.
  76. 76. Community Credo<br /><ul><li>Encourage your cheeseheads.
  77. 77. Be a safe place.
  78. 78. Think small.</li></ul>35<br />
  79. 79. Community Credo<br /><ul><li>Take the community into real life.
  80. 80. Recognize good work.</li></ul>36<br />
  81. 81. Community Teams<br />Conference<br />Before<br />During<br />After<br />Provocateurs<br />Liaisons<br />Welcome Wagon<br />Recognition<br />Hosts<br />Ambassadors<br />37<br />
  82. 82. Questions? Discussion?<br />38<br />
  83. 83. Deirdre Reid<br />Reid All About It http://deirdrereid.com<br />@deirdrereid<br />deirdre.reid.nc@gmail.com<br />(919) 414-3477<br />Garner (Raleigh), NC<br />

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