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Building Community Online

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This presentation was designed for the Nonprofit Technology Network (NTEN) and address how to build and cultivate online community.

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Building Community Online

  1. 1. DESIGNING POSITIVE CHANGE
  2. 2. Building Community Online Empowering, Building and Cultivating Online Communities Presented by: Demetrio P. Cardona-Maguigad
  3. 3. Share the conversation @limeredstudio @NTENorg #community #cause #socialmedia #nonprofit #communication
  4. 4. Introduction Who’s in the room?
  5. 5. Belonging
  6. 6. Building online communities is about empowering people
  7. 7. It’s not about the tools It’s about relationships
  8. 8. Tools should assist in changing the quality and quantity of your relationships with people as you build your community
  9. 9. The benefits Your organization will be more recognized It adds value to your organization and cause It will give you purpose and direction It will help you focus on relationships and not tools It gives people a sense of belonging and ownership of your brand and cause Personifies your organizational brand
  10. 10. How do we get there?
  11. 11. FIRST: Know Your People
  12. 12. Technographics Profiles Ladder Most Influential Organizers The Majority { Creators { Critics { 23% Conversationalists 33% Collectors Joiners 19% 59% Spectators 68% Inactives Groundswell, Josh Bernoff and Charlene Li, Forrester Research 31% Requires more time and knowledge of tools
  13. 13. SECOND: Identify your organizational goals and online objectives
  14. 14. Organizational Goals Online Objectives Conduct Research Listening Ongoing monitoring of your audience’s conversations with each other, instead of occasional surveys and focus groups. Marketing & Building Awareness Talking Participating in and stimulating two-way conversations your audiences have with each other, not just outbound communications to your customers. Move People to Action Energizing Making it possible for your enthusiastic audiences to help move each other to actions Provide Service & Support Supporting Enabling your audiences to support each other Development & Planning Embracing Helping your audiences work with each other to come up with ideas to improve your cause, programs and services
  15. 15. THIRD: Establish direction by aligning organizational goals with online objectives
  16. 16. Organizational Goals Online Objectives Conduct Research Listening Ongoing monitoring of your audience’s conversations with each other, instead of occasional surveys and focus groups. Marketing & Building Awareness Talking Participating in and stimulating two-way conversations your audiences have with each other, not just outbound communications to your customers. Move People to Action Energizing Making it possible for your enthusiastic audiences to help move each other to actions Provide Service & Support Supporting Enabling your audiences to support each other Development & Planning Embracing Helping your audiences work with each other to come up with ideas to improve your cause, programs and services
  17. 17. FOURTH: Establish the most effective tools to achieve objectives
  18. 18. Online Objectives Tools Listening Tools for monitoring conversations Twitter.com searches and lists LinkedIn.com Groups Blog and Network comments Talking Tools for engaging conversations Blogs LinkedIn.com Groups Facebook.com Groups and Pages Energizing Tools for rallying members Causes.com Crowdrise.com Kickstarter.com Change.org Supporting Tools to allow members to be selfsupporting Forums ProgressiveExchange Embracing Tools to allow members to collaborate and sustain a community Sharing and ideation exchange tools Knight News Challenge site Mural.ly
  19. 19. FIFTH: Measure change and evaluate results
  20. 20. Quantitative and Qualitative changes through data, information, insights and relationships with people
  21. 21. Tools Measurement and Change Tools for monitoring conversations # of people engaging # of key influencers # of conversations Quality of brand perceptions and mentions Quality of conversations on platforms Tools for engaging conversations # of interactions # of posts & comments # of comments Quality of relationships Quality of conversations Tools for rallying members # of shares # of clicks # of referrals # of conversions Quality of impact Tools to allow members to be selfsupporting # of resolutions # of topics # of conversations Quality of resolutions Quality of topics Tools to allow members to collaborate and sustain a community # of community members # of collaborations # of new ideas Quality of ideas Quality of interactions Quality of impact
  22. 22. Repeat
  23. 23. Review 1. Know your people and use the Technographics Profiles to identify what they are ready for. 2. Establish your organizational goals and identify your online objectives. 3. Align your organizational goals with online objectives to establish direction. 4. Choose the most appropriate tools to achieve goals and objectives. 5. Measure change and evaluate results of online activity. 6. Repeat.
  24. 24. Last bits Start small and be realistic about where you are at It takes time and effort Be personal and relevant Give applause before you receive applause Have a policy in place Be focused and unique
  25. 25. Did you love this webinar? We would appreciate telling others what you thought about it. You can also follow us! Sign up for our newsletter or read our blog at http://www.limeredstudio.com/ Follow us on Facebook at https://www.facebook.com/limeredstudio Twitter at https://twitter.com/limeredstudio @limeredstudio @NTENorg #community #cause #socialmedia #nonprofit #communication
  26. 26. THANK YOU www.limeredstudio.com

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