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Frictionless Participation David Carter CTO & Founder Awareness Inc. Blog: http://carter.awarenessnetworks.com Twitter: dk...
Who the heck is David Carter? <ul><li>Co-founder of Awareness </li></ul><ul><li>Based at our Canadian office near Toronto ...
Great Customers
Participation <ul><li>Reading - Passive  </li></ul><ul><ul><li>Very little feedback </li></ul></ul><ul><ul><li>Doesn't inf...
Defining Successful Communities <ul><li>Reading - Linear </li></ul><ul><li>Participation - Circular </li></ul><ul><ul><li>...
Friction / Engagement Scale Most Engaged Least Engaged Manage a Blog Manage a Topic Create a Wiki Topic / Start a Group Wr...
What customers do you think are the most valuable? Most Engaged Least Engaged Most Engaged Least Engaged <ul><li>You know ...
Easy Participation - Voting <ul><li>Voting is simply a reaction to some content </li></ul><ul><li>Easy to do.. One click <...
Voting is great for sites with very little UGC <ul><li>Add context to company information or product info </li></ul><ul><u...
Profile Polling <ul><li>In the past Profiles were private, now they are content </li></ul><ul><li>Doesn't it follow that p...
Show the results as you would a poll <ul><li>However, clicking that  data could show you  members </li></ul><ul><li>Basica...
Friending <ul><li>Friending is participation </li></ul><ul><li>It is a great point of participation because there is an im...
Using Points of Enthusiasm <ul><li>Opportunities present themselves that communities may already be enthusiastic about. Us...
 
 
 
 
Comment / Threaded Comments <ul><li>Discussion Forums are the  original community </li></ul><ul><li>Next easiest participa...
Imagine the interesting Aggregations Content Bookmarks Discussions Wiki Calendar Voting Profile Reputation Participation P...
Play back the content in many ways <ul><li>As a profile / blog  </li></ul><ul><ul><li>Show posts </li></ul></ul><ul><ul><l...
Reputation can grow based on participation <ul><li>Every interaction paints a picture </li></ul><ul><li>How people vote on...
What you should do next <ul><li>Evaluate if your site (or plan) includes lots of frictionless participation </li></ul><ul>...
Questions? David Carter Blog: http://carter.awarenessnetworks.com Twitter: dkrcarter Email: david.carter@awarenessnetworks...
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Frictionless Participation

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Frictionless Participation

  1. 1. Frictionless Participation David Carter CTO & Founder Awareness Inc. Blog: http://carter.awarenessnetworks.com Twitter: dkrcarter
  2. 2. Who the heck is David Carter? <ul><li>Co-founder of Awareness </li></ul><ul><li>Based at our Canadian office near Toronto </li></ul><ul><li>Have been in the content management space since end of 2000 </li></ul><ul><li>Prior to that Microsoft for 11 years </li></ul><ul><ul><li>Internet Strategy Manager </li></ul></ul><ul><ul><li>Product Manager for IE3, IE4 in Canada (don't blame me) </li></ul></ul><ul><ul><li>Lots of other stuff… </li></ul></ul><ul><li>Housekeeping for non Canadians </li></ul><ul><ul><li>&quot;aboot&quot;=&quot;about&quot; </li></ul></ul><ul><ul><li>&quot;Eh&quot; means &quot;don't you agree?&quot; or &quot;what do you think?&quot; </li></ul></ul><ul><ul><li>E.g. &quot; This is going to be a good webinar eh? &quot;, &quot; How's it goin eh?&quot; </li></ul></ul>© 2008 Awareness
  3. 3. Great Customers
  4. 4. Participation <ul><li>Reading - Passive </li></ul><ul><ul><li>Very little feedback </li></ul></ul><ul><ul><li>Doesn't influence the community </li></ul></ul><ul><ul><li>May not even need to be logged in </li></ul></ul><ul><ul><li>Skim along the surface </li></ul></ul><ul><ul><li>Not a bad thing </li></ul></ul><ul><li>Participation - Interactive </li></ul><ul><ul><li>Dive in </li></ul></ul><ul><ul><li>People interact with the site </li></ul></ul><ul><ul><li>People create content </li></ul></ul><ul><ul><li>People interact with each other </li></ul></ul><ul><ul><li>People update their profiles </li></ul></ul><ul><ul><li>It's a great metric to build an ROI statement </li></ul></ul>
  5. 5. Defining Successful Communities <ul><li>Reading - Linear </li></ul><ul><li>Participation - Circular </li></ul><ul><ul><li>More participation drives more content </li></ul></ul><ul><ul><li>More reasons for other people to visit </li></ul></ul><ul><ul><li>More visits means more potential participation </li></ul></ul><ul><ul><li>Rinse and repeat </li></ul></ul>Participate Consume Consume
  6. 6. Friction / Engagement Scale Most Engaged Least Engaged Manage a Blog Manage a Topic Create a Wiki Topic / Start a Group Write a Guest Post Participate in a Wiki/Group/Discussion Post a threaded comment Leave a comment Vote / Rate / Bookmark Most Engaged Most Engaged Least Engaged Create a profile Edit/Update a profile View Friending Tagging
  7. 7. What customers do you think are the most valuable? Most Engaged Least Engaged Most Engaged Least Engaged <ul><li>You know the most about this group </li></ul><ul><li>They help create a bigger footprint </li></ul><ul><li>They can drive the direction of the community </li></ul><ul><li>They consume </li></ul>
  8. 8. Easy Participation - Voting <ul><li>Voting is simply a reaction to some content </li></ul><ul><li>Easy to do.. One click </li></ul><ul><li>Can influence the positioning of other content </li></ul><ul><li>Can add context to content </li></ul><ul><li>Don't think of it as simply &quot;rate this post&quot; </li></ul><ul><ul><li>&quot;mark as a favorite&quot; </li></ul></ul><ul><ul><li>&quot;was this post helpful?&quot; </li></ul></ul><ul><ul><li>Or very purposed towards the category of content </li></ul></ul><ul><ul><ul><li>&quot;rate this best practice with respect to ROI&quot; </li></ul></ul></ul><ul><ul><ul><li>&quot;Choose this article for the 2008 end of year summary &quot; </li></ul></ul></ul><ul><li>You can treat &quot;reading&quot; as an implied vote </li></ul>
  9. 9. Voting is great for sites with very little UGC <ul><li>Add context to company information or product info </li></ul><ul><ul><li>&quot;great product for teens&quot; </li></ul></ul><ul><ul><li>&quot;rate the kid friendliness of this product&quot; </li></ul></ul><ul><ul><li>&quot;this product was easy to install&quot; </li></ul></ul><ul><li>Voting doesn't replace Survey's and Polls because it is targeted towards a piece of content. It is a reaction </li></ul><ul><li>Bookmarking is really a kind of &quot;voting&quot; isn't it? </li></ul><ul><ul><li>Tag it and you added context </li></ul></ul>
  10. 10. Profile Polling <ul><li>In the past Profiles were private, now they are content </li></ul><ul><li>Doesn't it follow that profile questions could be asked in the form of a quick poll? </li></ul><ul><ul><li>Share it as a profile item (with their permission) </li></ul></ul><ul><ul><li>Display the aggregate results </li></ul></ul><ul><ul><li>Capture the info for every single person </li></ul></ul><ul><ul><li>Dead simple </li></ul></ul><ul><ul><li>Find people who feel the same way you do </li></ul></ul><ul><ul><li>You don't &quot;profile the heck&quot; out of people when they first register </li></ul></ul>
  11. 11. Show the results as you would a poll <ul><li>However, clicking that data could show you members </li></ul><ul><li>Basically each interaction contributes to the complexity of your communities Social Graph </li></ul>
  12. 12. Friending <ul><li>Friending is participation </li></ul><ul><li>It is a great point of participation because there is an implied context of &quot;trust&quot; </li></ul><ul><li>Make the friending process simple </li></ul><ul><ul><li>Add this author to my people-list </li></ul></ul><ul><li>Quick Discussion of &quot;People-Lists&quot; </li></ul>
  13. 13. Using Points of Enthusiasm <ul><li>Opportunities present themselves that communities may already be enthusiastic about. Use those to gather content and broaden people's profiles </li></ul><ul><ul><li>A Specific Topic </li></ul></ul><ul><ul><ul><li>A company meeting </li></ul></ul></ul><ul><ul><ul><li>A company social event </li></ul></ul></ul><ul><ul><ul><li>A community happening / news event </li></ul></ul></ul><ul><ul><ul><ul><li>See Boston.com and see if there is any interest in the celtics today </li></ul></ul></ul></ul><ul><ul><li>A Process </li></ul></ul><ul><ul><ul><li>A direct email campaign </li></ul></ul></ul><ul><ul><ul><li>A registration </li></ul></ul></ul><ul><ul><ul><li>A contest </li></ul></ul></ul><ul><ul><li>Create a purposed &quot;Quick Post&quot; form to make participation dead simple </li></ul></ul>
  14. 18. Comment / Threaded Comments <ul><li>Discussion Forums are the original community </li></ul><ul><li>Next easiest participation because you still &quot;react&quot; but you have to formulate a thought </li></ul><ul><li>Threaded comments are a little more engaged because people can &quot;react&quot; to your comment </li></ul><ul><li>Make everything a discussion </li></ul><ul><li>We even have a widget for SharePoint content and script to capture discussions in your existing CMS systems </li></ul>
  15. 19. Imagine the interesting Aggregations Content Bookmarks Discussions Wiki Calendar Voting Profile Reputation Participation Profile Groups/ Friends Presence Photos Audio Video Clippings Voting
  16. 20. Play back the content in many ways <ul><li>As a profile / blog </li></ul><ul><ul><li>Show posts </li></ul></ul><ul><ul><li>Votes </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Profile questions </li></ul></ul><ul><li>As a category of content </li></ul><ul><ul><li>E.g. Marketing, Sports, News etc. </li></ul></ul><ul><li>As a result from community interaction </li></ul><ul><ul><li>Highest voted </li></ul></ul><ul><ul><li>Most commented on </li></ul></ul><ul><ul><li>Most recent </li></ul></ul>
  17. 21. Reputation can grow based on participation <ul><li>Every interaction paints a picture </li></ul><ul><li>How people vote on that authors content </li></ul><ul><li>How that author votes </li></ul><ul><li>Where they submit content (what categories) </li></ul><ul><li>Who their friends are? </li></ul><ul><li>Where they hang out? </li></ul><ul><li>My twitter experiment.. Small world </li></ul>
  18. 22. What you should do next <ul><li>Evaluate if your site (or plan) includes lots of frictionless participation </li></ul><ul><ul><li>How can you lower the bar of entry </li></ul></ul><ul><li>What are some obvious &quot;Points of Enthusiasm&quot; that you need to exploit </li></ul><ul><li>Call us and we can help you get started </li></ul>
  19. 23. Questions? David Carter Blog: http://carter.awarenessnetworks.com Twitter: dkrcarter Email: david.carter@awarenessnetworks.com

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