Communities: Build Or Join


Published on

For large and small businesses, does it make more sense to build your own community area on your own site, or to take advantage of external community areas to spread your message?

Published in: Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Tell Duzins story Why I chose to join communities, instead of creating one
  • On last point: (think short and long term) Site creation, security protocols, take time Effectively creating a new product More difficult to enlist outside moderation
  • YDN Offsite content consists of: Marketing, Communication, Light Discussion, Fan building Onsite “”: Deeper conversation, Technical deep dives, Evergreen content, Permanent resources
  • Customer Service emails should talk like real people "At the tone, please record your message. When you have finished recording, you may hang up, or press 1 for more options. To leave a callback number, press 5. To send a fax, press 7. (Beep)”
  • For our audience, especially, typical marketing doesn’t work. They are extremely web savvy, and carry that internet chip on on their shoulders, so they’re typically skeptical of all marketing. Real voice has to happen. No BS.
  • Your customers are your knowledge base They help each other They warn of potential problems
  • While we do encourage community members to help other community members, we spend a great deal of time cultivating fans internally (ie employees) to help us cover all the major community areas. And, we never launch a community area without internal owners.
  • Very different ‘communities’ on Facebook, Twitter, and on your own site. Deliver content specific to that audience when you do any messaging.
  • Facebook you can be heavier on the communication, but people tend to passively ‘like’ rather than converse. For our audience, we rarely see debate on FB. On Twitter, heated debates can quickly become trends. People subscribe to searches on popular technologies. Different content for different audiences.
  • On Twitter especially. Depending on your audience, livetweeting can annoy. Know if people follow your company on their phone. If so, be careful of how often you tweet.
  • @s don’t go to all of your followers. .@s can solve that, but only use them if it’s important that all your followers see the info. Hashtags are great, but too many is annoying. Don’t spam hashtag. Always take the time to attribute to a service user if possible, rather than merely naming the person. RT often, but only excellent content. Don’t auto-DM followers. Don’t discuss private matters in a public forum.
  • Community is not easy Real work Real effort Real relationship Real loyalty Questions?
  • Communities: Build Or Join

    1. 1. Communities: Build or Join? Image credit: joeshlabotnik on Flickr
    2. 3. <ul><li>Created in early 2005 with the launch of Yahoo!’s first Search APIs </li></ul><ul><li>Over 30 APIs and web services offered today </li></ul><ul><li>Over 250k API keys issued </li></ul><ul><li>Key resources: </li></ul><ul><ul><li>Documentation </li></ul></ul><ul><ul><li>Developer language centers </li></ul></ul><ul><ul><li>Message boards/forums </li></ul></ul><ul><ul><li>User interface patterns </li></ul></ul><ul><ul><li>Code samples and developer kits </li></ul></ul><ul><ul><li>Blog & video </li></ul></ul>
    3. 5. Pros <ul><li>Ownership of UGC </li></ul><ul><li>Overall control of usability is yours </li></ul><ul><li>Manage the message </li></ul><ul><li>Traffic to your site increases </li></ul><ul><li>Knowledge base onsite </li></ul>
    4. 6. Cons <ul><li>Start at Zero </li></ul>
    5. 7. Cons <ul><li>Start at Zero </li></ul><ul><li>Failure is possible, and embarrassing </li></ul>
    6. 8. Cons <ul><li>Start at Zero </li></ul><ul><li>Failure is possible, and embarrassing </li></ul><ul><li>Duplication of efforts </li></ul>
    7. 9. Cons <ul><li>Start at Zero </li></ul><ul><li>Failure is possible, and embarrassing </li></ul><ul><li>Duplication of efforts </li></ul><ul><li>Major resource drain </li></ul>
    8. 10. How to decide? <ul><li>What do you want to achieve? </li></ul><ul><li>What are your resources? </li></ul><ul><li>What are your competitors doing? </li></ul>
    9. 11. Nurture and Grow
    10. 12. Talk Like Real People
    11. 15. Utilize Your Community
    12. 17. Target Your Audiences
    13. 19. Delivery Timing Matters
    14. 20. Learn Basic Social Media Best Practices
    15. 21. Robyn Tippins | Twitter: duzins Email: [email_address] Phone: 510-579-5558 YIM: therealrobyntippins | AIM: robyntippins Community Manager Yahoo! Developer Network