Community Development


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Community Development

  1. 1. A community is a group of people who interact and share certain things as a group, including intent, belief, resources, preferences, needs, risks and a number of other conditions that may be present and common, and affect the identity of the participants and their degree of adhesion. – Wikipedia DIGITAL COMMUNITY
  2. 2. INTERNATIONAL: We work at a distance, we don’t see each other in-person Social aggregations that emerge from the [Internet] when enough people carry on those public discussions long enough, with sufficient human feeling, to form webs of personal relationships in cyberspace. – The Virtual Community, Howard Rheingold LOCAL: We work with our neighbours next door we don’t see each other in- person
  3. 3. 82% were more likely to recommend the company to others 91% believe community enables them to give candid feedback 76% felt more positively about the company We believe in digital community Community users remain customers 50% longer than non-community Customers report good users. - AT&T, 2002 experiences in forums more than twice as often as they do via calls or mail. - Jupiter, 2006 56% percent of online community members log in once a day or more. – Annenberg, 2007
  4. 4. We belong to digital world….. A virtual community, is a group of people that primarily interact via communication media such as newsletters, telephone, email, internet social network service or instant messages rather than face to face, for social, professional, educational or other purposes. – Wikipedia …… We don’t appreciate geography.
  5. 5. All communities have in common; Nature Interest Behaviour Believe Trust Reciprocity Tolerance "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ – Seth Godin
  6. 6. Why build a community? Communities create value Companies learn from communities Users recommend communities Communities build barriers to entry Community is new media
  7. 7. Community adoption process Passive Broadcast & Useful Building Online Awareness Registration Observation Review Participation Relationships Collaboration
  8. 8. Pillars of community development 1 2 3 4 Objectives People Strategy Technology Decide what you want to Understand the Plan to establish Community can be accomplish customers requirement connect with customer. developed on existing social media network – decide which social network to use What is ROI of the Assess your customers’ Plan to change with Community can be community Social Technographic changing customer developed and owned. – profile requirements. decide which social technologies to use The four step approach to the groundswell
  9. 9. Types of community Community of practice Community of interest Community of purpose Community of event Share a profession Share one common Share an objective Share a event interest. The community for the The community The community around HR, marketing, finance The sports community or development for save live shows, and brand professional. entertainment earth, green market. promotion. community. Online community provides a meeting place where input from the users is of primary value, content and services are secondary
  10. 10. Life process of successful community
  11. 11. Measuring Community Health Growth After an initial surge of registrations, membership should continue to grow steadily. It can be increased with controversial Energy Content A steady infusion of useful content is posts, unique social media content, essential to the health of a and online contests. community. The speed with which community Velocity Traffic traffic in a community is one of the members respond to each other’s most frequently cited metrics for posts is critical. community health. Interactivity Interaction between participants is one of the key reasons that online communities exist. Concepts described in “Community Health Index for Online Communities” posted by Lithium Technologies
  12. 12. Technology Platforms
  13. 13. Case study Media brands are increasingly defined less by the platform and more by the community
  14. 14. Case study Nike+ started a online running club 75m active community members 94% agrees to recommend Nike+ 40% that didn’t own a Nike+ product ended up buying