Building and growingyour online community                             @derekjrice            Social Media Breakfast Maine ...
What are we talking about?  Online communities are bodies of people  joined together by a common interest.                ...
The evolution of online communities  In the beginning …  Today…
Common building blocks
Why do you need one?    Build trust, which helps build brand     recognition, loyalty and affinity    Obtain a deeper un...
Who influences you?
Your opportunity     Build relationships and trust with your      target audience     They can be your best allies, shar...
Draw up a plan
Goals    What do you hope to accomplish?     (Think concrete, tangible and     quantifiable)    How will you measure res...
A few things that matter …     Number/percentage of members who      participate regularly     How many discussions are ...
… and not so much    Number of members    Page views    Ad clicks
Have a purpose    What matters to the people you’re     trying to reach?    Find it, don’t force it    Build your commu...
Why people join communities        For entertainment or enjoyment        To connect with others        To fix something...
A business-centric approach     Restrains communities to benefit      your business     Puts your interests ahead of you...
Complete this sentence:  “People will join and participate in  my community because ______.”       (The more specific, the...
Identify your community manager(s)     If no one is responsible for      management, then no one is      responsible for ...
Your community manager is:     The party host     An active and high-profile community      member     Community advoca...
He or she should be:     Friendly     Smart     Patient     Creative     Proactive     Funny     Articulate     An...
Lay a strong foundation
Research and discover     Audience     Relevant topics and issues     Influencers     Technologies and platforms     ...
Tools     Google Alerts     Twitter Search     TweetBeep     Socialmention     Google+     Technorati     LinkedIn ...
Where is your audience?     Social media     Blogs     Forums     Video     Photos     Review sitesFind them.       ...
Listen carefully     What topics generate the most      discussion?     Use this information to shape your      messagin...
Why listening matters     They may be interested in your      company, product or industry (your      target audience)  ...
Influencers    Recognizable    Greater than average reach or impact     through word of mouth    Their opinions matter ...
Why do you need influencers?     When they talk, people listen     They may talk about – or to – you     More people wi...
Celebrity not required    Industry bloggers    Trade publications    Local personalities
Identifying influencers     Where do you find information that’s      relevant to your industry or niche?     These are ...
Your messaging toolbox     Key words     Key messages     Protocol       Engaging       Responding       Escalating
What is good content?     Speaks to audience’s interests     Is community driven     Fills a need     Sparks discussio...
Content delivery
What’s a good content strategy?     Focus on the goals of your audience and      your company     Find a unique angle  ...
Ask yourself:    What value does this bring to my     community?    Why would my community members     care?    What ki...
Seed initial content     No one wants to be first     We all want to be part of something      bigger than ourselves   ...
Welcome to the party!
Pre-launch checklist     Goals and metrics to measure     Purpose     Manager     Target audience     Influencers   ...
Let ‘em in
Launch    “Officially” activate channels    Reach out to and interact with your     target audience and influencers    ...
Remember:    A polite, effective invitation    doesn’t include a sales pitch
Engagement matters    Promote     community and     attract new     members    Attract people     with shared     intere...
Wallflowers need not apply     Ask open-ended, thought-provoking      questions     Conduct polls     Offer incentives ...
Responding and interacting     Communication is a two-way street     People want to know they matter     Immediacy is k...
Response/escalation protocol
When responding…    Be positive    Be transparent    Be honest    Be timely    Be helpful    When in doubt, revert t...
Negative feedback     Balance between moderating (reactive)      and managing (proactive)     Often the best course of a...
The hardest word to say     If you make a mistake, own up to it     Swallow your pride     Be helpful     Make it right
Maintaining and expanding
Trial and error     Who your audience is     What content resonates with your      audience     When and how often to s...
Change happens    Tools, services and networks are     constantly evolving, which means your     community will evolve to...
If you remember nothing else …     Be respectful     Be genuine     Be helpful     Step outside your comfort zone    ...
talking about yourselfany preconceived notionswith the changes.
Thank you!        Derek Rice   derek@derekrice.com      derekrice.com  twitter.com/derekjricelinkedin.com/in/derekrice
Building and growing your online community
Upcoming SlideShare
Loading in …5
×

Building and growing your online community

585 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
585
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Building and growing your online community

  1. 1. Building and growingyour online community @derekjrice Social Media Breakfast Maine 28 October 2011 #SMBME
  2. 2. What are we talking about? Online communities are bodies of people joined together by a common interest. - Jeremiah Owyang
  3. 3. The evolution of online communities In the beginning … Today…
  4. 4. Common building blocks
  5. 5. Why do you need one?  Build trust, which helps build brand recognition, loyalty and affinity  Obtain a deeper understanding of your audience’s needs and wants  Create personal, one-to-one relationships with potential customers  People want and expect it
  6. 6. Who influences you?
  7. 7. Your opportunity  Build relationships and trust with your target audience  They can be your best allies, sharing your information with others who trust them  Social media allows them to pass that along to hundreds more people
  8. 8. Draw up a plan
  9. 9. Goals  What do you hope to accomplish? (Think concrete, tangible and quantifiable)  How will you measure results against your goals?  What benchmarks will define success?  Be prepared for these to evolve and change.
  10. 10. A few things that matter …  Number/percentage of members who participate regularly  How many discussions are started by members  Amount of growth that is member- driven  Quality of ideas and feedback the community generates
  11. 11. … and not so much  Number of members  Page views  Ad clicks
  12. 12. Have a purpose  What matters to the people you’re trying to reach?  Find it, don’t force it  Build your community around something your target audience cares about
  13. 13. Why people join communities  For entertainment or enjoyment  To connect with others  To fix something  To improve themselvesHow can you satisfy one of these desires?
  14. 14. A business-centric approach  Restrains communities to benefit your business  Puts your interests ahead of your audience’s interests  Kills participation and growth If you’re only interested in moving product, an online community won’t work for you.
  15. 15. Complete this sentence: “People will join and participate in my community because ______.” (The more specific, the better)
  16. 16. Identify your community manager(s)  If no one is responsible for management, then no one is responsible for a lack of management.  Besides, someone has to take on all this work.
  17. 17. Your community manager is:  The party host  An active and high-profile community member  Community advocate  Brand evangelist  The “voice” of your brand
  18. 18. He or she should be:  Friendly  Smart  Patient  Creative  Proactive  Funny  Articulate  An excellent writer  Knowledgeable about your brand
  19. 19. Lay a strong foundation
  20. 20. Research and discover  Audience  Relevant topics and issues  Influencers  Technologies and platforms  Interests  Motivations  Personalities
  21. 21. Tools  Google Alerts  Twitter Search  TweetBeep  Socialmention  Google+  Technorati  LinkedIn Answers and Groups  WeFollow  Google Keywords and Insights
  22. 22. Where is your audience?  Social media  Blogs  Forums  Video  Photos  Review sitesFind them. Follow them. Listen to them.
  23. 23. Listen carefully  What topics generate the most discussion?  Use this information to shape your messaging strategy
  24. 24. Why listening matters  They may be interested in your company, product or industry (your target audience)  Helps define and refine your target audience  They may not be who you expected
  25. 25. Influencers  Recognizable  Greater than average reach or impact through word of mouth  Their opinions matter to others  Engaged in conversations with hundreds or thousands of people
  26. 26. Why do you need influencers?  When they talk, people listen  They may talk about – or to – you  More people will be aware of you  More people will join your community
  27. 27. Celebrity not required  Industry bloggers  Trade publications  Local personalities
  28. 28. Identifying influencers  Where do you find information that’s relevant to your industry or niche?  These are some of your influencers  They’re talking to your influencers.  They’re talking about your influencers.
  29. 29. Your messaging toolbox  Key words  Key messages  Protocol  Engaging  Responding  Escalating
  30. 30. What is good content?  Speaks to audience’s interests  Is community driven  Fills a need  Sparks discussion  Establishes you as an expert in your field  Positions you as a valuable resource  Tells a story
  31. 31. Content delivery
  32. 32. What’s a good content strategy?  Focus on the goals of your audience and your company  Find a unique angle  Don’t try to be everything to everyone  Drive traffic to other pages and channels  Mix it up  Less about you, more about your audience
  33. 33. Ask yourself:  What value does this bring to my community?  Why would my community members care?  What kind of conversation could this generate?
  34. 34. Seed initial content  No one wants to be first  We all want to be part of something bigger than ourselves  People don’t come back to an empty party twice
  35. 35. Welcome to the party!
  36. 36. Pre-launch checklist  Goals and metrics to measure  Purpose  Manager  Target audience  Influencers  Relevant topics and issues  Messaging strategy/voice  Set up social media and other necessary accounts  Seed initial content
  37. 37. Let ‘em in
  38. 38. Launch  “Officially” activate channels  Reach out to and interact with your target audience and influencers  Invite them to join your community
  39. 39. Remember: A polite, effective invitation doesn’t include a sales pitch
  40. 40. Engagement matters  Promote community and attract new members  Attract people with shared interests  Foster honest conversation
  41. 41. Wallflowers need not apply  Ask open-ended, thought-provoking questions  Conduct polls  Offer incentives  Join in others’ conversations  Become a trusted friend
  42. 42. Responding and interacting  Communication is a two-way street  People want to know they matter  Immediacy is key: respond quickly to complaints, endorsements or any kind of mentions.  A response, especially a fast response, will build or strengthen trust
  43. 43. Response/escalation protocol
  44. 44. When responding…  Be positive  Be transparent  Be honest  Be timely  Be helpful  When in doubt, revert to real life
  45. 45. Negative feedback  Balance between moderating (reactive) and managing (proactive)  Often the best course of action is no action  Know when (if ever) to delete a post  ALWAYS save a screenshot before deleting a post  Never get defensive
  46. 46. The hardest word to say  If you make a mistake, own up to it  Swallow your pride  Be helpful  Make it right
  47. 47. Maintaining and expanding
  48. 48. Trial and error  Who your audience is  What content resonates with your audience  When and how often to share and interact  Where your audience hangs out  Response time  Escalation (as necessary)
  49. 49. Change happens  Tools, services and networks are constantly evolving, which means your community will evolve too  Expect and be prepared for change, especially community-driven change  If something isn’t working, don’t be afraid to ask the community what they’d like to see
  50. 50. If you remember nothing else …  Be respectful  Be genuine  Be helpful  Step outside your comfort zone  Don’t fear funny  Take risks (within reason)  Give up control  Be human
  51. 51. talking about yourselfany preconceived notionswith the changes.
  52. 52. Thank you! Derek Rice derek@derekrice.com derekrice.com twitter.com/derekjricelinkedin.com/in/derekrice

×