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Building Sustainable Corporate Web Communities

This is the latest version of my \"building better web communities\" presentation, as delivered at Arjen Strijker\'s SOMESSO conference in Zurich on 31-10-08. This needs a proper overhaul to make it Presentation Zen style, as a number of the slides fail the Guy Kawasaki 10/20/30 rule of Powerpoint. I\'ll be doing a new version soon, but I\'m also working on a re-write having puilled all these ideas into our new methodology.

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Building Sustainable Corporate Web Communities

  1. 1. Building Sustainable Corporate Web Communities Can organizations build better web communities with predictable success? David Terrar – D²C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones
  2. 2. Agenda <ul><li>Why build communities? </li></ul><ul><li>What motivates people to participate? </li></ul><ul><li>What is ICAEW doing with ion? </li></ul><ul><li>Other examples </li></ul><ul><li>Success factors for community sites </li></ul><ul><li>Can we build communities with predictable success? </li></ul><ul><li>Conclusions and best practice </li></ul><ul><li>Recommendations </li></ul><ul><li>References </li></ul>
  3. 3. Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
  4. 4. What is a web community? <ul><li>An online community is an interactive group of people joined together by a common interest. </li></ul>
  5. 5. What motivates people to participate? <ul><li>Expressing themselves </li></ul><ul><li>Support </li></ul><ul><li>Listening </li></ul><ul><li>Sharing </li></ul><ul><li>Recognition </li></ul><ul><li>Power </li></ul><ul><li>The culture of the organization </li></ul>&quot;Culture is a mealy-mouthed way of talking about power.“ - Euan Semple
  6. 6. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of
  7. 7. What is ICAEW doing with ion?
  8. 8. What is ICAEW doing with ion?
  9. 9. What is ICAEW doing with ion?
  10. 10. What is ICAEW doing with ion? <ul><li>Web 2.0 Strategies 2008 - “Best New Web 2.0 Initiative” </li></ul><ul><li>Shortlisted Accountancy Age - “Best Use of the Internet - Business” </li></ul>
  11. 11. Some other examples
  12. 12. Building a community <ul><li>User won't just come like Facebook </li></ul><ul><li>What is the purpose? </li></ul><ul><li>What's in it for me? </li></ul><ul><li>Champions </li></ul><ul><li>Teamwork </li></ul><ul><li>Coherent technology framework </li></ul><ul><li>Prepare to lose control </li></ul><ul><li>Moderation guidelines </li></ul><ul><li>Community manager needed </li></ul><ul><li>Corporate standards </li></ul><ul><li>Not just bottom up </li></ul>
  13. 13. Content and community management <ul><li>Seed the community </li></ul><ul><li>Need professional content </li></ul><ul><li>Engage professionals and be prepared to pay </li></ul><ul><li>Need the community manager acting like a party host </li></ul><ul><li>Content guidelines </li></ul><ul><li>Help, support, videos, livechat </li></ul><ul><li>Focus on what the users want </li></ul><ul><li>Marketing is vital </li></ul>
  14. 14. Not in support of any goal…
  15. 15. Success factors for community sites <ul><li>Speed of adoption </li></ul><ul><li>Number of active users </li></ul><ul><li>Number of posts </li></ul><ul><li>Number of comments </li></ul>
  16. 16. Life cycle of a successful community
  17. 18. Can we build communities with predictable success? <ul><li>The more CONTENT you have the more MEMBERS you will get. </li></ul><ul><li>The more MEMBERS you have the more CONTENT you will get. </li></ul><ul><li>The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get. </li></ul>
  18. 19. Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures
  19. 20. Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important
  20. 21. Recommendations <ul><li>Recognise it will be hard work </li></ul><ul><li>Focus on usability </li></ul><ul><li>Community manager needed, and they have to act like a party host </li></ul><ul><li>Content, content, content </li></ul><ul><li>Basic marketing e.g. email key posts </li></ul><ul><li>Brand advertising and incentives don't work </li></ul><ul><li>Use available resources e.g. Wikipatterns </li></ul><ul><li>Coherent technology is important </li></ul><ul><li>People and culture more important </li></ul><ul><li>Make sure the key stakeholders involved understand new marketing </li></ul><ul><li>Make sure they understanding social networks by using some and getting their hands dirty </li></ul>
  21. 22. Key take away from Enterprise 2.0 Conference 2008 Boston
  22. 23. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
  23. 24. References <ul><li>Tribalization of business study 2008 </li></ul><ul><ul><li>Francois Gossieaux </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Online Community Best Practices </li></ul><ul><ul><li>Jeremiah Owyang </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Wikipatterns </li></ul><ul><ul><li>Stewart Mader and friends </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  24. 25. Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: and skype: david_terrar twitter: DT linkedin: blog: