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College online communities uv a_09102014

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What is an online community and which role can it take in your communication and marketing strategy?

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College online communities uv a_09102014

  1. 1. Online communities for organisations 9 oktober 2014 Kirsten Wagenaar
  2. 2. Who am I? • Kirsten Wagenaar • Independent consultant • Background in psychology • Active in community management for 5 years • Founder and chair of the Dutch Association for Community Managament • Speaker, blogger, teacher
  3. 3. What would I like to tell you? • All about community • Reasons to choose to built a community • Various cases of how to set community up
  4. 4. Intro: Community!
  5. 5. When can you actually call it a (online) community?
  6. 6. Niets nieuws People are people
  7. 7. People form a community. This group is not dependent on a (technical) platform.
  8. 8. On- and offline platforms where people with several common interests come together on a regular basis to talk, share experience/ knowledge and activities or work together on projects
  9. 9. Not everybody will be as active as you want them to be!
  10. 10. Newsletter Twitter feed Website Active core Owned platform Facebook page LinkedIn group Offline event Community
  11. 11. Community members
  12. 12. An active member Shares knowledge Talks about more than the main theme Visits the community regularly Feels ownership Has an interest in other members
  13. 13. Why would people participate in communities?
  14. 14. What’s in it for me? • Fun! • Stay in contact • Collect information • Make new contacts • Sense of belonging • Business goals • Self expression • Social status • Altruïsm
  15. 15. Why wouldn’t people participate in communities?
  16. 16. What’s NOT in it for me? • No need to post • Just reading is enough • Want to know what this community is about • I have nothing more to add • Others have already reacted • Technical problems • No time • I don’t know how to post something • Too many other reactions • No attraction to the community • Shyness • Wants to remain anonymous • Low quality of other reactions and posts • Takes to much time before you get a reaction • Afraid for negative comments/reactions • Afraid to commit
  17. 17. Characteristics of a community • Culture! • Conversations • Transparancy • Commitment • Value (win-win)
  18. 18. The community platform
  19. 19. Why choose for community?
  20. 20. • Insight into wishes and needs of employees or (potential) clients • Sharing of knowledge, connecting, cooperation • Innovation through new ideas • Facilitating loyal fans and creating ambassadors • Create extra value for customers
  21. 21. Various forms for various goals • Online awareness (Branding) • Professionele cooperation (Thought leaderschip) • Customer satisfaction (Service) • Employee satisfaction (Productivity) • Spreading information (Reach)
  22. 22. Community cases
  23. 23. T-Mobile forum
  24. 24. • More than 200.000 members • Customer (service) community • Questions about service, updates, input for the improvement of service • Forum functionality • Gamification • Integrated with a blog, a research module, CRM and Facebook • Volunteers to do the moderating
  25. 25. Childrens telephone
  26. 26. • More than 15.000 members • Customer (service) community • Reach young people, help them with problems and general questions, reduce calls • Forum functionality • Volunteers to do the moderating
  27. 27. Hallo! (Chamber of Commerce)
  28. 28. • More than 70.000 members • Customer (service) community • Facilitating entrepreneurs. Collect insights and content • Integrated community platform (Telligent) • Community management team • Offline meetings
  29. 29. VARA’s Kassa
  30. 30. • More than 160.000 members • 3.000 active users, 30 ‘core members’: The Kassa experts • Consumer community • Give consumers a voice and connect them • Forum functionality • Community management team • Offline meetings
  31. 31. FBTO Onderling.nl
  32. 32. • Insurance company has community (also) decide on claims • Votes serve as confirmation to change product criteria • Per case at least 100 votes • Active discussions about insurance in general • Innovative concept
  33. 33. Also… • Patiënt communities (Kanker.nl, UniteMS.com) • Other consumer communities (Consumentenbond and TROS Radar) • Alumni communities (Deloitte, Ormit) • From talentpools 2.0 to communities • Research communities
  34. 34. The big fora
  35. 35. kjwagenaar@gmail.com @Kirstenwagenaar Kirsten Wagenaar

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