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Building Community Online

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Demetrio Maguigad
Demetrio Maguigad

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

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DESIGNING POSITIVE CHANGE
Building Community Online Empowering, Building and Cultivating Online Communities Presented by: Demetrio P. Cardona-Maguigad
Share the conversation @limeredstudio @NTENorg #community #cause #socialmedia #nonprofit #communication
Introduction Who’s in the room?
Belonging
Building online communities is about empowering people
It’s not about the tools It’s about relationships
Tools should assist in changing the quality and quantity of your relationships with people as you build your community
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
How do we get there?
FIRST: Know Your People
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
SECOND: Identify your organizational goals and online objectives
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
THIRD: Establish direction by aligning organizational goals with online objectives
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
FOURTH: Establish the most effective tools to achieve objectives
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
FIFTH: Measure change and evaluate results
Quantitative and Qualitative changes through data, information, insights and relationships with people
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
Repeat
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.
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
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
THANK YOU www.limeredstudio.com

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Building Community Online

  • 2. Building Community Online Empowering, Building and Cultivating Online Communities Presented by: Demetrio P. Cardona-Maguigad
  • 6. Building online communities is about empowering people
  • 7. It’s not about the tools It’s about relationships
  • 8. Tools should assist in changing the quality and quantity of your relationships with people as you build your community
  • 9.
  • 10. 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
  • 11. How do we get there?
  • 13. 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
  • 14. SECOND: Identify your organizational goals and online objectives
  • 15. 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
  • 16. THIRD: Establish direction by aligning organizational goals with online objectives
  • 17. 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
  • 18. FOURTH: Establish the most effective tools to achieve objectives
  • 19. 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
  • 20. FIFTH: Measure change and evaluate results
  • 21. Quantitative and Qualitative changes through data, information, insights and relationships with people
  • 22. 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
  • 24.
  • 25. 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.
  • 26. 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
  • 27.
  • 28. 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