How to grow your customer base by 120,000 - Leon Tong
The purpose of this presentation is to encourage companies, agencies or brands that use online communities to build their user base up organically by applying the teachings of some key psychologists and philosophers who dedicated their study to community interaction.
The presentation proposes that understanding user interests and drawing similarities with other users are the foundations of any community, whether offline or online.
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How to grow your customer base by 120,000 - Leon Tong
1. How to grow your customer
base by 120,000
Leon Tong
2. Why build an online community?
Who is building online communities?
How you can build your own 120,000+
user community
What you can achieve
3. Why build an online community?
1873 1898 1954
Social Learning Theory Social Facilitation Social Network Social
Cornell Montgomery 1843-1904 Norman Triplett 1898 J.A. Barnes 1954 Conformance
Julian Rotter 1954 Robert Zajonc 1965
Albert Bandura 1977
Robert Zajonc
Julian Rotter
4.
5. Why?
Outreach
Grow your user base (to 120,000+ users)
Publishing
Flickr / YouTube / Myspace
Participation/Collaboration
Facebook/ Linkedin
Crowdsourcing, Content
Personalisation
Connect with/ get to know them
6. Why?
Outreach
Grow your user base (to 120,000+ users)
Publishing
Flickr / YouTube / Myspace
Participation/Collaboration
Facebook/ Linkedin
Crowdsourcing, Content
Personalisation
Connect with/ get to know them
8. Who is building online communities?
Ryan Air/ Virgin Racing/ Unilever
9. How you can build a 120,000+
user community
High level Technical C
strategy considerations
Strategic plan
User Metrics/
considerations feedback
10. Why are we building this network?
Network Users Key Features
Plan Schools, teachers Messaging, Profiles, UGC
Schools Link
Shine Schools Teachers, Schools, Competitions, Profiles, UGC
Festival Young People
Teachers, Profiles, UGC, Resources
Learners of English
English Online
Rowers Routes, Challenges, Activity Walls
Explore Rowing
Amnesty Activists, Action Centre
International general public
12. How?
Areas to address
Profile User Generated
Content(UCG)
Groups User Interactions/
Actions
Admin Validation,
Tools Moderation,Workflows
Automated content– e.g Latest,
Top rated, RSS, Taxonomy
20. How?
From 0 to 120,000 users
Know your audience Define organisational
objectives and goals
Write a social The right tools
media strategy for the job
Create the Content is king
right atmosphere
Resourcing Measuring success
Nurture, Grow,
Planning a timeline
Monitor and sustain
21. What you can achieve
Shine Festival
2,500 schools representing
1,000,000 pupils in 3 months
22. What you can achieve
English Online
120,000+ users
23. What you can achieve
Amnesty International
Almost 100,000 actions