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Engaging Community In The Groundswell<br />Charlene Li<br />Altimeter Group<br />August 17, 2009<br />For slides, send an ...
What engagement often looks like today<br />2<br />
Meet Dave Carroll<br />Source: davecarrollmusic.com<br />
Welcome to the Groundswell<br />5<br />When people get what they need from each other<br />A power shift, catalyzed by soc...
Technologies can be confusing<br />Source: Wordle.net<br />
It’s about the relationship<br />
Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br...
Goals define your strategy<br />
Always start with Learn<br />
Learn with monitoring tools<br />
Radian6 enables learning organizations<br />
Dialog with your community<br />
How do you join a conversation?<br />Source: http://www.flickr.com/photos/asaecenter<br />
The Engagement Pyramid<br />
AMA encourage sharing<br />
NAA dialogs with members via a blog<br />17<br />http://www.naahq.org/blog<br />
And whereever members may be<br />18<br />
And on three Twitter accounts<br />19<br />
Red Cross engages in many channels<br />20<br />21 Chapter blogs so far<br />
Social Media handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />
Provides training for “Red Crossers”<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />
Red Cross engages fans too<br />
Help your members support each other<br />
IEEE supports members support each other<br />
ALA uses private communities to help<br />62,000+ members<br />1,300+ groups<br />http://connect.ala.org/<br />
Goals define your strategy<br />
Starbucks innovates across the organization<br />
Getting started<br />What’s stopping you?<br />“We don’t have the time, money, or people.”<br />“People will abuse it.”<br...
#1 Make it real for your curmudgeon<br /><ul><li>Show the current dialog
Find the points of engagement
Show whatthe competition does
Create a community
“Facebook Fridays”
Internal Twitter (e.g. Yammer)
Indulge a personal passion</li></li></ul><li>#2 Start small, start now<br />Audience<br />Goal<br />Revolutionary<br />
Deal with different mindsets<br />Find the “moments of truth” and “moments of crisis” for each mindset<br />
#3 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
Example “micro” metrics<br />
Higher order metrics to consider<br />Net Promoter Score<br />How likely are you to recommend this to someone you know?<br...
#4 Fail fast, fail smart<br />Identify the top 5-10 worst case scenarios.<br />Develop mitigation and contingency plans.<b...
Wal-mart failed many, many times<br />
Buyer blog hit the right note<br />
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ASAE "Engaging Community" - Expanded Version

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Speech on how associations can use social technologies at American Society of Association Executives 2009 annual conference, August 17, 2009. These are an expanded deck that includes screenshots of the examples. There is another slideshare of the actual slides used at the conference

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ASAE "Engaging Community" - Expanded Version

  1. Engaging Community In The Groundswell<br />Charlene Li<br />Altimeter Group<br />August 17, 2009<br />For slides, send an email toslides@altimetergroup.com<br />
  2. What engagement often looks like today<br />2<br />
  3. Meet Dave Carroll<br />Source: davecarrollmusic.com<br />
  4. Welcome to the Groundswell<br />5<br />When people get what they need from each other<br />A power shift, catalyzed by social technologies<br />
  5. Technologies can be confusing<br />Source: Wordle.net<br />
  6. It’s about the relationship<br />
  7. Focus on relationships, not technologies<br />What kind of relationship do you want?<br />Transactional<br />Occasional<br />Impersonal<br />Short-term<br />Passionate<br />Constant<br />Intimate<br />Loyal<br />
  8. Goals define your strategy<br />
  9. Always start with Learn<br />
  10. Learn with monitoring tools<br />
  11. Radian6 enables learning organizations<br />
  12. Dialog with your community<br />
  13. How do you join a conversation?<br />Source: http://www.flickr.com/photos/asaecenter<br />
  14. The Engagement Pyramid<br />
  15. AMA encourage sharing<br />
  16. NAA dialogs with members via a blog<br />17<br />http://www.naahq.org/blog<br />
  17. And whereever members may be<br />18<br />
  18. And on three Twitter accounts<br />19<br />
  19. Red Cross engages in many channels<br />20<br />21 Chapter blogs so far<br />
  20. Social Media handbook/policies help keep order<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />
  21. Provides training for “Red Crossers”<br />http://sites.google.com/site/wharman/social-media-strategy-handbook<br />
  22. Red Cross engages fans too<br />
  23. Help your members support each other<br />
  24. IEEE supports members support each other<br />
  25. ALA uses private communities to help<br />62,000+ members<br />1,300+ groups<br />http://connect.ala.org/<br />
  26. Goals define your strategy<br />
  27. Starbucks innovates across the organization<br />
  28. Getting started<br />What’s stopping you?<br />“We don’t have the time, money, or people.”<br />“People will abuse it.”<br />“Our boards/volunteers are short-term focused.”<br />“IT/Legal won’t let us.”<br />“I’m afraid of losing control.”<br />
  29. #1 Make it real for your curmudgeon<br /><ul><li>Show the current dialog
  30. Find the points of engagement
  31. Show whatthe competition does
  32. Create a community
  33. “Facebook Fridays”
  34. Internal Twitter (e.g. Yammer)
  35. Indulge a personal passion</li></li></ul><li>#2 Start small, start now<br />Audience<br />Goal<br />Revolutionary<br />
  36. Deal with different mindsets<br />Find the “moments of truth” and “moments of crisis” for each mindset<br />
  37. #3 Measure the right things<br />Your goals determine your metrics<br />Use the same metrics as your strategic goals<br />
  38. Example “micro” metrics<br />
  39. Higher order metrics to consider<br />Net Promoter Score<br />How likely are you to recommend this to someone you know?<br />Lifetime Value<br />Lifetime revenue<br />Cost of acquisition<br />Cost of retention<br />Customer referral value (CRV)<br />
  40. #4 Fail fast, fail smart<br />Identify the top 5-10 worst case scenarios.<br />Develop mitigation and contingency plans.<br />Prepare everyone for the inevitable mistakes.<br />36<br />
  41. Wal-mart failed many, many times<br />
  42. Buyer blog hit the right note<br />
  43. #5 Give up the need to be in control<br />Photo: Kantor, http://www.flickr.com/photos/kantor<br />
  44. Deciding how open to be<br />40<br />
  45. How to give up control and be in command<br />The Sandbox Covenant<br />
  46. Summary<br />Focus on the relationships, not the technologies<br />Start by learning from the conversations<br />Foster the right amount of openness in your organization<br />
  47. Thank You<br />Charlene LiAltimeter Group<br />charlene@altimetergroup.com<br />blog.altimetergroup.com<br />Twitter: @charleneli<br />For slides, send an email to<br />slides@altimetergroup.com<br />43<br />Copyright © 2009 Altimeter Group<br />

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