Key Strategies for Building Succesful Online Communities

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How to create, develop and evolve a social media presence to increase collaboration, drive awareness and improve customer loyalty.

Understand how online communities can revolutionise the way in which you connect with your intended audience; and see how you can help your ‘audience’ participate in a meaningful conversation, designed to drive awareness and improve loyalty.
If you want to advance your marketing and customer service strategies, bringing them into the 21st century, then creating and fostering an online community can be the most powerful – not to mention the most cost effective – marketing tool available to you.

Presented by EPiServer expert Andreas Stjernström, this presentation provides an introduction to online community development, targeted at:
- Organisations that are currently creating or looking to create or sponsor an online community

- Agencies that want to offer their customers options for taking advantage of social media

- Marketers and communicators who are looking for new ways to communicate their organisation’s value proposition

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Key Strategies for Building Succesful Online Communities

  1. 1. Community from a business perspective Andreas Stjernström
  2. 2. The online community wave is here to stay ? 2
  3. 3. Agenda » About EPiServer » Communities from a business perspective » Success cases 3
  4. 4. About EPiServer » Probably the world’s fastest growing platform for web publishing and information management for midsized to large enterprises and public organisations » Founded in 1994 » +90 employees up from 26 employees 24-months ago » Headquarters in Stockholm, Sweden » Own offices in Sweden, Norway, UK, Denmark, Finland, the Netherlands, South Africa and a development office in the Ukraine » Revenue : » 80% from software » 20% from hosting services for EPiServer customers 4
  5. 5. What Is an Online Community? » A digital meeting place where the target group has at least one common interest » A digital meeting place where unique values are created through interactive communication » A digital meeting place with no limitation in terms of time or place 500 000 active members 5
  6. 6. Community vs. Web Site » A community has more editors = numbers of members » A community has a higher degree of personalisation » A community has more dynamic information » A community has more page views per time unit and per visit » A community has many tools for communication between all participants independent of time and place 6
  7. 7. The Value Creators of Internet 1995 2000 2008 » Enthusiasts » Companies » Visitors Visitors Visitors Visitors Visitors Visitors Visitors Members 7
  8. 8. Where Do the Users Find Information? 1 Wikipedia 2 Wikipedia 3 Bloggar.se (Blog) 1 2 3 8
  9. 9. Who Has Control of a Brand? » ”The consumer” chosen as the advertising agency of the year by Advertising Age » Experiment with Mentos and Coca- Cola that was distributed in communities increased Mentos sales by15%! 9
  10. 10. Keys to Success with Online Community » Offer different types of communication tools One to Group 10
  11. 11. Keys to succeed with Online Community » Offer different types of communication tools ”Creators” 5% ”Contributors” 20% 75% ”Lurkers” 11
  12. 12. Business Value from Online Communities Collaboration Promotion & Marketing 12
  13. 13. Business Value from Online Communities Collaboration Promotion & Marketing 13
  14. 14. From a Community Member » ”The knowledge of 32,815 members is enormous. If nobody has been able to answer my question, the answer is mostly obtained in the forums or the clubs at Shortcut. This is what I call aggregated competence…” 14
  15. 15. Members Help Each Other » 9 replies with tips and recommendations within 3 hours 15
  16. 16. Example – Social Democratic Party  Only for members of the party  Networking and members search  File sharing  Collaboration through groups  Discussion forums  Integrated Web mail functionality 16
  17. 17. Business Value from Online Communities Collaboration Promotion & Marketing 17
  18. 18. “Pinpointed” Communication OUTDOOR TV & RADIO NEWSPAPER TARGETS MAGAZINES DIRECT MARKETING SEO INTERNET BANNERS NEWS E-MAIL Internet EPiSERVER COMMUNITY CLUBS / GROUPS 18
  19. 19. “Pinpointed” Communication FILTER NEW MESSAGE Hi Anna! » Demographic » Category » Interest » Activities Do you also want to somewhere warm and » Status » Friends sunny after a long winter? As a member we » Club » Etc. now offer you and a friend a special price on a trip to Barcelona and to check out the start of » Geographic Volvo Ocean Race. Click here to receive your special offer or read the blog entries from last year. ”Women in London 25-30 years old interested in sailing without children with many friends that like to travel and is currently at home” 19
  20. 20. Community Members Are Worth More » 2 x as loyal compared to anonymous visitors » 4 x more revenue compared to anonymous visitors » And with a lower contact cost - Users of community - One-third of all users features are twice as loyal but two-thirds of sales We found that the more a Users of community features person uses the community represent about one third of all features of a site, the more that visitors to the leading e-tailing person tends to visit it and to sites studied but generate two- make purchases there. thirds of their sales. Source: McKinsey – The case for on-line communities 20
  21. 21. Example – Community of Sweden  Community to market Sweden  Activities after 4 months:  Over 40 nationalities  More than 8000 pictures uploaded  Over 500 travel stories posted 21
  22. 22. EPiServer Community 3 » Platform to create communities - Efficient - Flexible - Reliable » Powerful administration system » Out of the box Template Community 22
  23. 23. EPiServer Community 3 – Function Library My Page Expert Forum Webmail Clubs/Groups Moblog Blog Chat Image Gallery Direct Message Video Gallery Tags Rating Calender 23
  24. 24. EPiServer Community 3 - Administration 24
  25. 25. Success Cases
  26. 26. Communityofsweden Marketplace of Sweden All content created by members Still in Beta phase Approx 4000 members without any marketing or PR Use EPiServer Community functionality creatively such as categorising all content in seasons (spring , summer etc) Also very creatively using of tagging functionality, geo tags, descriptive tags on all content . 26
  27. 27. Adidas Running Community in Nordics, Baltic Countries 50 000 new members in 10 months Most successful online campaign 30 % of traffic in store from Community (Compared to 3-4 % in other campaigns) 27
  28. 28. Resdagboken – (Travel Diary) » 226 000 members » Approx. 20 000 ongoing trips » 80 million page views/month » 5-600 000 uploaded pictures/month » 12,5 million images » 20% of traffic in online store 28
  29. 29. The National Board of Housing, Building and Planning » Government authority » A Community for people working with one specific law » Complex law 29
  30. 30. Stockholm School of Business » Approx. 3000 members » High percentage online » Started by the students » Information exchange 30
  31. 31. The Council for Negotiation and Co-operation » Joint organisation of 26 affiliated unions » Representing 700 000 salaried employees 31
  32. 32. Cancerfonden 32
  33. 33. ”Sosserian” – Largest Political Party 100 000 active members Existing Intranet Added Community Layer 33
  34. 34. LO – Labour Union » 300 000 members » Users decides the agenda for next yearly meeting » Users get more involved 34
  35. 35. HMV » Community for music and movies » Artists, albums, singles, DVDs » Users create content and connections » Direct link to online store 35
  36. 36. Motorcyclenews 240 000 members 32 000 pictures 279622 comments on 53308 topics Rate My Bike
  37. 37. Todaysgolfer 160 000 members 32 000 pictures 9 200 comments on 8 500 topics Rate My Swing 37
  38. 38. Kattsajten (Cat Community) Community within web site of Swedish most popular weekly magazine Community for cat people. First functionality was mypage, upload pictures and voting on others pictures Advertising more expensive on this part of their site More than 900 pictures of their cats Extended functionality 38
  39. 39. Deloitte » Two Communities » Students » Alumni 39
  40. 40. Modette Fashion Community with focus on blogging about fashion Approx 9000 members Very high login frequency and high activity Exceeded sales budget for 12 months after less than 7 months Advertising is more expensive than their other magazines’ web sites 40
  41. 41. Pacemaker.net
  42. 42. Tasteline Food and beverage web site and Community 550 000 unique visitors/month 185 000 members 12 000 recipes 1,9 million recipes views each month 200 000 print outs of recipes/month 42
  43. 43. EPiServer Community - Customers 43
  44. 44. Thanks! » Andreas Stjernström, EPiServer Community Specialist » andreas.stjernstrom@episerver.com » +46 (0) 70 526 48 45 44
  45. 45. Bondeliv (Farmer Community) 45
  46. 46. SingelRingen » Community for single people » Member when buying the ring 46
  47. 47. Yours.co.uk – 50+ Community 47
  48. 48. MyGoodDeed.org 48
  49. 49. Senior Citizen Community 49
  50. 50. Photoanswers » Started Dec 2007 » 48 000 members » 29 000 pictures
  51. 51. Netdoktor » Health Community » 50 000 members » 10 sub communities 51
  52. 52. EPiServer Mail
  53. 53. EPiServer Mail EPiServer Mail EPiServer Mail Editor Application Service 53
  54. 54. EPiServer Mail - Statistic » Statistics in Real time » Opened » Unique Opened » Bounces » Click » Click per link » Who clicked what link » When Opened » Export of Statistics 54

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