Covers the benefits and risks of developing your own community features, plus a model to help form your strategy

1. forming a Community Strategy Jim Jacoby Carolyn Chandler

2. integrating community into your overall strategy

4. Q: what can happen if you don’t have a community strategy ?

5. crickets target audience and need do not match right audience, weak need poor execution ineffective marketing

7. Flame Wars and Spam war zones insufficient moderation lack of self-monitoring tools Flame Warriors by Mike Reed http://redwing.hutman.net/~mreed/

8. angry mobs rules instead of guidelines censorship personal data violations unfair/unclear business practices poorly communicated changes

9. You just sent invitations to 328 Google contacts asking them to join. Thank you for joining the Britney Spears fan club! Including that Director you interviewed with yesterday. social embarassments

11. Q: how do you determine whether or not to build your own community ?

13. Q: still want to build your own? let’s talk planning

14. community development model Reach people Focus understanding Motivate activity Protect integrity Reveal patterns Nurture community

15. creating a mnemonic for R F M P R N Acronomics.com by Erick Robertson

17. R emote F riends M ake P retty R eal N etworks

18. reach people

19. social network

21. value proposition what our product or service can do for you aspiration what we can do together

24. focus understanding focus understanding

26. motivate activity

28. greeting card moments

29. relationships self close friends/family strong removed ties weak ties general public Interest groups, most friends, close colleagues Complete strangers Acquaintances. professional connections Almost extensions of self

30. connection motivations: youtube self weak ties general public emulate closeness teaching/ learning entertainment celebrity/ strong removed ties close friends/family

31. protect integrity

33. Q: is it a still a community if the members can’t interact with each other directly ?

35. donation motivations: OptINnow self weak ties general public unified action solidarity trust trendiness strong removed ties close friends/family personal impact

36. participation motivations: OptINnow self weak ties general public unified action strong removed ties close friends/family personal impact visibility visibility visibility interaction solidarity trust trendiness

37. reveal patterns

40. nurture community

42. NEC case study