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C20 Workshop


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Community 2.0 Workshop

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C20 Workshop

  1. 1. Getting Started With Community Kellie Parker, SEGA Connie Bensen, Techrigy Dave Peck, LSF Corp Community 2.0 Conference Workshop May 11, 2009
  2. 2. Introductions <ul><li>Kellie Parker </li></ul><ul><ul><li>Twitter: @kellieparker </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><li>Connie Bensen </li></ul><ul><ul><li>Twitter: @cbensen </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><li>Dave Peck </li></ul><ul><ul><li>Twitter: @davepeck </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul>
  3. 3. Morning Agenda <ul><li>9:00 AM – Welcome and Introductions </li></ul><ul><li>9:15 AM – Overview of the Day </li></ul><ul><li>9:30 AM – Types of Communities (Dave) </li></ul><ul><li>10:00 AM – To Join or To Build? (Kellie) </li></ul><ul><li>10:30 AM – Break </li></ul><ul><li>10:45 AM – Community Mgr’s Toolbox (Kellie) </li></ul><ul><li>11:30 AM – Metrics & ROI (Connie) </li></ul><ul><li>12:15 PM – Questions </li></ul><ul><li>12:30 PM -- Lunch </li></ul>
  4. 4. Afternoon Agenda <ul><li>1:30 PM – Community Culture (Kellie) </li></ul><ul><li>2:45 PM – Break </li></ul><ul><li>3:00 PM – Internal Matters (Connie) </li></ul><ul><li>3:45 PM – Questions </li></ul><ul><li>4:00 PM – End of Day </li></ul>
  5. 5. Types of Communities Dave Peck
  6. 6. Typical Online Communities <ul><li>Brand Loyalty (B2C) </li></ul><ul><ul><li>The brand/product is the focus of content </li></ul></ul><ul><ul><li>Community is owned/managed by company. </li></ul></ul><ul><li>Shop Talk (Communities of Practice) </li></ul><ul><ul><li>Focus on exchange of information around a topic </li></ul></ul><ul><ul><li>How do I…” and “Where do I…” questions </li></ul></ul><ul><li>Professional Collaboration & Learning (B2B) </li></ul><ul><ul><li>Very controlled private space for collaboration </li></ul></ul><ul><ul><li>Usually internal or subscription-based </li></ul></ul>
  7. 7. B2B & B2C and Traffic Driving <ul><li>B2C </li></ul><ul><ul><li>Target general public </li></ul></ul><ul><ul><li>SEO, blogger outreach, & advertising drives traffic </li></ul></ul><ul><ul><li>Accept and celebrate all who join </li></ul></ul><ul><li>B2B </li></ul><ul><ul><li>Target highly defined memberships </li></ul></ul><ul><ul><li>Invitations and WOM drive traffic </li></ul></ul><ul><ul><li>Clear membership guidelines </li></ul></ul><ul><ul><li>Membership acceptance criteria </li></ul></ul>
  8. 8. Community is at the Center
  9. 9. Figuring Out Your Goals
  10. 10. Some Typical Goals <ul><li>Break down geographical barriers globally </li></ul><ul><ul><li>Connect people in different ways via interaction </li></ul></ul><ul><li>Allow detailed & sustained conversations </li></ul><ul><ul><li>Deepen members’ relationship with the brand </li></ul></ul><ul><li>Offer interactive access </li></ul><ul><ul><li>Relevant content & tools are a must for success </li></ul></ul><ul><li>Build trusted relationships </li></ul><ul><ul><li>Provide better communication for members </li></ul></ul><ul><li>Generate revenue or business returns (ROI) </li></ul><ul><ul><li>While ultimately serving member needs </li></ul></ul>
  11. 11. Accomplishing Your Goals <ul><li>Integrate Interaction </li></ul><ul><ul><li>How do you interact online in a way that serves both the company’s & the members’ needs? </li></ul></ul><ul><ul><li>Expectations are changing. People no longer want to be passive recipients of information </li></ul></ul><ul><li>The Real World & Trust </li></ul><ul><ul><li>Need transparency and evangelism </li></ul></ul><ul><ul><li>Your community manager must be visible </li></ul></ul><ul><li>Be clear about your goals before starting a community </li></ul>
  12. 12. B2B vs. B2C Needs & Traits
  13. 13. Typical Needs & Traits <ul><li>Consumer Communities </li></ul><ul><li>Large numbers </li></ul><ul><li>Users share an experience </li></ul><ul><li>Focus on low-touch services </li></ul><ul><li>Forums, ratings, self-serve offerings </li></ul><ul><li>Quick to scale, users have weak ties </li></ul><ul><li>Business model: scale = financial success </li></ul><ul><li>Enterprise Communities </li></ul><ul><li>Number can vary </li></ul><ul><li>Members shape purpose </li></ul><ul><li>Focus on higher touch services </li></ul><ul><li>Specific membership offering </li></ul><ul><li>Slow to scale, users have deeper ties </li></ul><ul><li>Shared mission </li></ul><ul><li>Business model: hybrid </li></ul>
  14. 14. Join or Build? Kellie Parker
  15. 15. The Question Feels Like This
  16. 16. … But Is More Like This
  17. 17. Before You Start a Community <ul><li>What is already happening on the web around your brand or product? </li></ul><ul><ul><li>Look at Facebook, MySpace, YouTube, Flickr, Twitter, Websites, Forums, and others </li></ul></ul><ul><li>If brand/product evangelists exist, equip them </li></ul><ul><li>If they don’t exist, build them </li></ul>
  18. 18. Social Media and Community
  19. 19. Break Time!
  20. 20. The Community Manager’s Toolbox Kellie Parker
  21. 21. There Are Lots of Options … and many more!
  22. 22. It May Feel Like a Jumble…
  23. 23. The Key: Get a Strategy & Stick to It
  24. 24. The Community Toolbox <ul><li>Don’t use a wrench if you need a hammer </li></ul><ul><li>Use each tool to its best advantage </li></ul><ul><li>Know your available tools </li></ul><ul><li>Know what each tool is good for </li></ul><ul><li>Figure out what tools you need </li></ul><ul><li>Select the toolbox (vendor) with those tools </li></ul><ul><li>Select a vendor whose people you like & trust </li></ul>
  25. 25. Meet the Tools <ul><li>Forums </li></ul><ul><li>Chat </li></ul><ul><li>Blogs </li></ul><ul><li>Wiki </li></ul><ul><li>Groups </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>And many more… </li></ul>
  26. 26. Forums <ul><li>Good For: </li></ul><ul><li>User-to-user support </li></ul><ul><li>Open discussions </li></ul><ul><li>Putting users in control of discussion </li></ul><ul><li>Light participation from company reps </li></ul><ul><li>Not Good For: </li></ul><ul><li>Press releases </li></ul><ul><li>Collaboration on a central item </li></ul><ul><li>Real-time Q&A </li></ul>
  27. 27. Chat <ul><li>Good For: </li></ul><ul><li>Real-time Q&A </li></ul><ul><li>Customer Service </li></ul><ul><li>Special Occasions (ask the expert, etc) </li></ul><ul><li>Real-time events (watching an event together on TV) </li></ul><ul><li>Not Good For: </li></ul><ul><li>Big conversations </li></ul><ul><li>Collaboration on a central item </li></ul>
  28. 28. Blogs <ul><li>Good For: </li></ul><ul><li>Composed thoughts </li></ul><ul><li>Explaining things </li></ul><ul><li>Sharing web links and media </li></ul><ul><li>Keeping customers updated </li></ul><ul><li>Not Good For: </li></ul><ul><li>User-to-user interaction </li></ul><ul><li>Collaboration on a central item </li></ul><ul><li>Real-time discussion </li></ul>
  29. 29. Wiki <ul><li>Good For: </li></ul><ul><li>User collaboration on a central item </li></ul><ul><li>Knowledge Sharing </li></ul><ul><li>How-To documents </li></ul><ul><li>Not Good For: </li></ul><ul><li>User-to-user interaction </li></ul><ul><li>Opinion pieces </li></ul><ul><li>Real-time discussion </li></ul>
  30. 30. Groups <ul><li>Good For: </li></ul><ul><li>User segmentation </li></ul><ul><li>Loyalty </li></ul><ul><li>Niche interest sharing </li></ul><ul><li>Can contain many of the other tools within the group structure </li></ul>
  31. 31. Facebook <ul><li>Good For: </li></ul><ul><li>Loyalty (“fan of”) </li></ul><ul><li>Information updates </li></ul><ul><li>Asset spreading </li></ul><ul><li>Light user interaction </li></ul><ul><li>Bringing people to your site or community </li></ul><ul><li>Not Good For: </li></ul><ul><li>Heavy user interaction </li></ul><ul><li>Real-time discussion </li></ul><ul><li>Community home </li></ul>
  32. 32. Twitter <ul><li>Good For: </li></ul><ul><li>Short updates </li></ul><ul><li>Quick sharing of info </li></ul><ul><li>Light user interaction </li></ul><ul><li>Bringing people to your site or community </li></ul><ul><li>Not Good For: </li></ul><ul><li>Heavy user interaction </li></ul><ul><li>Long bits of content </li></ul><ul><li>Community home </li></ul>
  33. 33. … and more <ul><li>Photo galleries </li></ul><ul><li>Video galleries </li></ul><ul><li>Status updates </li></ul><ul><li>Comments </li></ul><ul><li>Favorites </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>MySpace </li></ul>
  34. 34. Buy vs. Build <ul><li>Building may seem tempting </li></ul><ul><li>Don’t re-invent the wheel </li></ul><ul><li>Think about future updates and maintenance </li></ul><ul><li>Tools are only half the battle </li></ul><ul><li>In most cases, buying is better than building </li></ul>
  35. 35. Strategy <ul><li>Determine who your users are, what they need/want to do when they get there </li></ul><ul><li>Find a platform with tools and options that best fit your needs </li></ul><ul><li>Determine your technical needs and resources </li></ul><ul><li>Start small, build for future growth </li></ul><ul><li>After launch, re-evaluate as your community grows </li></ul>
  36. 36. Metrics & ROI Connie Bensen
  37. 37. Metrics & Measurement <ul><li>Step 1: Identify Business Objectives </li></ul><ul><li>Step 2: Decide on Priorities </li></ul><ul><li>Step 3: Choose What to Measure & Tools </li></ul><ul><ul><li>Quantitative </li></ul></ul><ul><ul><li>Qualitative </li></ul></ul><ul><li>Step 4: Benchmark </li></ul><ul><li>Step 5: Identifying Trends & Reporting </li></ul>
  38. 38. Business objectives <ul><li>Generate more word of mouth </li></ul><ul><li>Increase customer loyalty </li></ul><ul><li>Bring outside ideas into organization </li></ul><ul><li>Increase product/brand awareness </li></ul><ul><li>Improve new product success ratios </li></ul><ul><li>Improve public relations effectiveness </li></ul><ul><li>Reduce customer acquisition costs </li></ul><ul><li>Reduce customer support costs </li></ul><ul><li>Reduce market research costs </li></ul><ul><li>Reduce product development costs </li></ul>
  39. 39. Monthly Reporting <ul><li>Use a template including the following : </li></ul><ul><li>Ongoing review of goal accomplishment </li></ul><ul><li>Quantitative + Web analytics, Social Media analytics </li></ul><ul><li>Qualitative Quotes – Use for marketing </li></ul><ul><li>Benchmark based on previous report </li></ul><ul><li>Report on Trends </li></ul><ul><li>Recommendations </li></ul>
  40. 40. Quantitative <ul><li>Activity on site </li></ul><ul><ul><li>Number of visitors & repeat visitors </li></ul></ul><ul><ul><li>Number of registered users versus active </li></ul></ul><ul><ul><li>Frequency of posting & number of comments </li></ul></ul><ul><ul><li>Types of searches </li></ul></ul><ul><li>Number & type of content created </li></ul><ul><li>Number of relationships created </li></ul><ul><li>Usage of features </li></ul><ul><li>Number of subscriptions via email & rss </li></ul><ul><li>Increase in SEO rank </li></ul>
  41. 41. Web Traffic Google Analytics vs Social Web Techrigy SM2
  42. 42. Qualitative <ul><li>Gather testimonials </li></ul><ul><ul><li>Marketing use </li></ul></ul><ul><ul><li>Product development & use cases </li></ul></ul><ul><ul><li>Identify brand advocates </li></ul></ul><ul><ul><li>Appreciation for customer service </li></ul></ul><ul><li>Document link to source for follow-up </li></ul>
  43. 43. Identifying Trends <ul><li>Ongoing </li></ul><ul><ul><li>Note & report customer requests needing immediate assistance </li></ul></ul><ul><ul><li>Identify topics requiring FAQ’s or blog posts </li></ul></ul><ul><li>Monthly </li></ul><ul><ul><li>Marketing /Public Relations </li></ul></ul><ul><ul><li>Feedback on connection of messaging </li></ul></ul><ul><ul><li>Identify sites for potential partnerships </li></ul></ul><ul><ul><li>Report on time periods of high traffic </li></ul></ul><ul><ul><li>Feedback on brand sentiment </li></ul></ul><ul><li>Executive/Management </li></ul><ul><ul><li>Overview of brand sentiment & competitive analysis </li></ul></ul><ul><ul><li>Offer insight/suggestions on future trends & key industry topics </li></ul></ul>
  44. 44. Social Media Monitoring Tools Blogs Google Alerts, Yahoo Alerts Comments Backtype Message Boards Board Reader, BoardTracker Twitter TweetBeep, TwitterSearch Social Bookmarking StumbleUpon, Digg, Reddit, Delicious Social Media Search Engine SocialMention, Serph, Keotag
  45. 45. Social Media Monitoring Tools Multimedia Search YouTube, Flickr Custom Feed Social Media Firehose, Yahoo Pipes Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies Website Traffic Google Analytics, Quantcast, Alexa, Compete Blog Traffic & Backlinks Technorati, Wordpress Overview Xinu
  46. 46. Building Brand in Networks <ul><li>LinkedIn Groups </li></ul><ul><li>Facebook Groups </li></ul><ul><li>PostRank </li></ul><ul><li>FriendFeed </li></ul><ul><li>Twitter </li></ul><ul><li>Identica, Plurk </li></ul><ul><li>Ning Communities </li></ul>
  47. 47. Questions?
  48. 48. Lunch
  49. 49. Community Culture Kellie Parker
  50. 50. Culture Defined <ul><li>The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group. </li></ul><ul><ul><li>Merriam-Webster Online Dictionary </li></ul></ul>
  51. 51. Community Forms Culture
  52. 52. Linked In
  53. 53. Digg
  54. 54. Gawker
  55. 55. YouTube
  56. 56. I Can Has Cheezburger
  57. 57. Survivor Sucks
  58. 58. Rules & Standards <ul><li>Every community needs them </li></ul><ul><li>Should be in plain “layman” language </li></ul><ul><li>Should clearly state what is and is not ok </li></ul><ul><li>Should be tailored to your community </li></ul><ul><li>All users should agree at registration </li></ul><ul><li>Moderators should use them as a guide </li></ul><ul><li>Look at other sites’ rules to get started </li></ul><ul><li>Refine over time </li></ul>
  59. 59. Common Rules <ul><li>No profane, sexist, or racist language </li></ul><ul><li>No personal attacks </li></ul><ul><li>No profane or pornographic images </li></ul><ul><li>No discussion of illegal activities </li></ul><ul><li>No copyright infringement </li></ul><ul><li>No spam </li></ul><ul><li>No viruses, trojans, or malicious files </li></ul>
  60. 60. Culture is More Than Rules <ul><li>What tone of conversation do you want? </li></ul><ul><li>What kind of “energy” do you want there? </li></ul><ul><li>What do you want users to tell their friends about your community? </li></ul><ul><li>What do you want to be known for? </li></ul><ul><li>What do you want to discourage? How will you do that while reinforcing culture? </li></ul>
  61. 61. Setting Culture from the Beginning <ul><li>Set up infrastructure to promote culture </li></ul><ul><li>Mods & staff model culture at all times </li></ul><ul><li>Enforce rules fairly and consistently </li></ul><ul><li>Recognize users who demonstrate culture </li></ul>
  62. 62. Break
  63. 63. Internal Matters Connie Bensen
  64. 64. Internal Influence <ul><li>Change Agent </li></ul><ul><li>MetaCustomer </li></ul><ul><li>Provide innovative & unconventional ideas </li></ul><ul><li>Provide a new perspective </li></ul><ul><li>Plant seeds of change </li></ul>
  65. 65. Executive Sponsorship <ul><li>Community is a long term commitment </li></ul><ul><li>Value for the brand </li></ul><ul><li>ROI of Community </li></ul><ul><ul><li>Business requirements </li></ul></ul><ul><ul><li>Stakeholder </li></ul></ul><ul><li>For Success </li></ul><ul><ul><li>Active Engagement </li></ul></ul><ul><ul><li>Embrace & support culture change </li></ul></ul>
  66. 66. Management <ul><li>A Community Manager is a: </li></ul><ul><li>Relationship expert </li></ul><ul><li>Translator </li></ul><ul><li>Communications hub </li></ul><ul><li>Resource Center </li></ul>
  67. 67. Internal Web 2.0 Ambassador <ul><li>teach peers about social media tools </li></ul><ul><li>advocate for their adoption </li></ul><ul><li>increase awareness inside company of customer’s needs & attitudes </li></ul><ul><li>facilitate communication </li></ul>
  68. 68. Questions?
  69. 69. THANK YOU! <ul><li>Kellie Parker </li></ul><ul><ul><li>Twitter: @kellieparker </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><li>Connie Bensen </li></ul><ul><ul><li>Twitter: @cbensen </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><li>Dave Peck </li></ul><ul><ul><li>Twitter: @davepeck </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul>