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Companies and Communities

             Participating without being sleazy



        Dawn Foster
  dawn@fastwonder.com
  Fast Wonder Consulting
http://FastWonderBlog.com

10/10/08                 FastWonderBlog.com       1
Agenda
  ●   Introduction: Community is Key
  ●   Case Studies and Best Practices
  ●   Engaging with Existing Communities
  ●   Building and Managing a New Community
  ●   Incorporation into Existing Online Marketing Efforts




10/10/08                FastWonderBlog.com             2
Agenda
   ●   Introduction: Community is Key
           ●   Types of online communities and ways to participate
           ●   Why you need to engage with online communities
           ●   Community “ownership”
           ●   Guiding principals for participation
   ●   Case Studies and Best Practices
   ●   Engaging with Existing Communities
   ●   Building and Managing a New Community
   ●   Incorporation into Existing Online Marketing Efforts




10/10/08                              FastWonderBlog.com             3
What is this thing we call community?




                In Person Community Activities

10/10/08                FastWonderBlog.com       4
What is this thing we call community?




                  Broad Community Sites

10/10/08              FastWonderBlog.com      5
What is this thing we call community?




               Corporate / Customer Communities

10/10/08                FastWonderBlog.com        6
What is this thing we call community?




                   Virtual Communities

10/10/08              FastWonderBlog.com      7
Why Have an Online Community
           ●   People: gives people a place to engage with
               your company
           ●   Product Innovation: get product feedback
           ●   Evangelism: help you grow evangelists for
               your products from outside of your company
           ●   Brand Loyalty: engagement can drive a
               tremendous amount of loyalty for your
               products




10/10/08                     FastWonderBlog.com          8
Community Ownership
           ●   The community quot;ownsquot; the community
           ●   A company who starts a community:
               –   owns the infrastructure
               –   facilitates the discussions
               –   moderates and keeps people in check
           ●   If the company doesn't play nice with the
               community, the community will take
               discussions elsewhere
           ●   Like hosting a party




10/10/08                          FastWonderBlog.com       9
Guiding Principles: It's All About the People
           ●   Focus on the individuals: Participate as a
               person, not a corporate entity
           ●   Be Sincere: Sincerity = believability & credibility
           ●   Not all about you: Community is about
               conversation, which is by definition two-way
           ●   Be a Part of the Community: Don't try to control
               the community
           ●   Everyone’s a Peer: You are not the expert;
               knowledge comes from everywhere




10/10/08                         FastWonderBlog.com                  10
Play Nice
                                 quot;I'm the Lorax who speaks for
                                  the trees which you seem to
                                   be chopping as fast as you
                                             please.

                                NOW...thanks to your hacking
                                my trees to the ground, there's
                                not enough Truffula Fruit to go
                                            'round.
Translation:
   Play Nice: Be polite and     And my poor Bar-bar-loots are
                                   all getting the crummies
   respectful in your
                                because they have gas, and no
   interactions with other         food in their tummies!quot;
   members
 10/10/08                FastWonderBlog.com                 11
Agenda
           ●   Introduction: Community is Key
           ●   Case Studies and Best Practices
               ●   What works well
               ●   What to avoid
               ●   Dealing with the difficult (topics, members, etc.)
           ●   Engaging with Existing Communities
           ●   Building and Managing a New Community
           ●   Incorporation into Existing Online Marketing Efforts




10/10/08                                  FastWonderBlog.com            12
What Makes a Community Work?
           ●   Open, inclusive and transparent
           ●   A company who listens (to good and bad)
           ●   Actively engaged in the community
           ●   Encouraging new members
           ●   Making it easy for people to participate
           ●   Integration into other relevant areas of the
               site
           ●   Responding to criticism (never deleting
               negative comments)


10/10/08                       FastWonderBlog.com             13
Companies with Communities to Avoid
           ●   Community is lip service, not a serious
               endeavor
           ●   Pushing marketing messages takes
               precedence over 2-way collaboration
           ●   Community software / configuration /
               policies that get in the way of collaboration
           ●   Neglected communities where no one in
               the company monitors or responds




10/10/08                       FastWonderBlog.com              14
Flickr: Community Done Well
           ●   Clear and simple guidelines (ex. Don’t be
               creepy. You know the guy. Don't be that guy.)
           ●   Easy to use and intuitive to participate
               (comments, favorites, tags, notes)
           ●   Transparency about people (profile, favorites,
               groups, etc.)
           ●   Private, public
           ●   Little things: Comments you've made




10/10/08                      FastWonderBlog.com           15
Dealing with the Difficult
           ●   Negative Comments: Do not delete negative
               feedback. Respond constructively
           ●   Spammers: Put aggressive measures in
               place to deal with spam
           ●   Pain in the ***s: Put them to work if possible




10/10/08                      FastWonderBlog.com           16
Don't Feed the Trolls


                                 “oh-oh!” Sally said.
                                   Don't you talk to that cat.
                                      That cat is a bad one,
                                         That Cat in the Hat.


                                    He plays lots of bad tricks.
Translation:                       Don't you let him come near.
                                      You know what he did
   Don't encourage the
                                   The last time he was here.”
   trolls. They want
   attention. Resist the urge
   to give it to them!
 10/10/08                 FastWonderBlog.com                     17
Agenda
           ●   Introduction: Community is Key
           ●   Case Studies and Best Practices
           ●   Engaging with Existing Communities
               ●   Where to participate (and where not to participate)
               ●   How to avoid being spammy
           ●   Building and Managing a New Community
           ●   Incorporation into Existing Online Marketing Efforts




10/10/08                                  FastWonderBlog.com             18
Where (and how) to Participate
           ●   Industry Communities (PCWorld, etc.)
               –   Participation by subject experts (not marketing)
               –   Find people passionate about the topic and have
                   them participate as part of their job
           ●   Blogging (corporate & personal)
               –   Talk about ideas, thoughts, & industry trends
               –   Comment on other blogs with insightful information
           ●   Social Media sites
               –   Engage as people on Facebook, Twitter, etc. with
                   discussions about your job as one part



10/10/08                         FastWonderBlog.com              19
Where and How NOT to Participate
           ●   Do not participate on competitor's sites
               (considered slimy & bad manners)
               • Do quietly monitor competitor’s communities and
                 learn from them
           ●   Do not participate in communities solely to
               pimp your products. If you can't participate as
               a person with diverse interests, then have
               someone else do it
           ●   Do not mention your products in every post
               or comment. Talk about the industry first &
               your products second

10/10/08                       FastWonderBlog.com              20
People are Watching You


“My eyes see.
  His eyes see.
    I see him.
       And he sees me.

And so we say,             Translation:
   “Hooray for eyes!         People see everything
Hooray, hooray, hooray...    you do in the community.
            ... for eyes!”   Be a good example of
                                       the “right” behavior.

 10/10/08             FastWonderBlog.com                       21
Agenda
           ●   Introduction: Community is Key
           ●   Case Studies and Best Practices
           ●   Engaging with Existing Communities
           ●
               Building & Managing a New Community
               ●   Articulating the strategy and purpose
               ●   Managing communities over time
           ●   Incorporation into Existing Online Marketing Efforts




10/10/08                                  FastWonderBlog.com          22
Clear Purpose is Key (start here)
           ●   Do you need to build new or can you
               leverage an existing community
           ●   What do you hope to accomplish and what
               are your goals for the community?
           ●   What is your overall strategy and how does
               the community fit with it?
           ●   What are your plans for achieving your
               goals and how will you measure it?
           ●   Do you have the resources (people & $) to
               maintain it long-term?


10/10/08                     FastWonderBlog.com             23
Refresher: Why Have a Community
      Build these into your strategy / purpose
      ● People: gives people a place to engage with

        your company
      ● Product Innovation: get product feedback

      ● Evangelism: help you grow evangelists for

        your products from outside of your company
      ● Brand Loyalty: engagement can drive a

        tremendous amount of loyalty for your
        products



10/10/08              FastWonderBlog.com          24
Community Managers

    “Jobs of the future, #1: Online            What Skills do we need?
       Community Organizer
                                                    –    Patience
  ... If you were great at this, I'd imagine
you'd never ever have trouble finding good
                                                    –    Networking
                   work.”
                                --Seth Godin
                                                    –    Communication
                                                    –    Facilitation
  What do we do?                                    –    Technical Skills
        –    Ongoing Facilitation                   –    Marketing
        –    Content Creation                       –    Self-Motivation
        –    Evangelism                             –    Workaholic Tendencies
        –    Community Evolution                    –    Organization
  10/10/08                          FastWonderBlog.com                      25
Make it Fun
                              Why do you sit there like that?
                                    I know it is wet.
                               And the sun is not sunny.
                              But we can have lots of good
                                   fun that is funny!

                               I know some good games we
                                          could play.
                                  I know some new tricks.
                                  I will show them to you.
Translation:                    Your mother will not mind at
                                          all if I do.
   Have fun! Lighten it up
   occasionally!
 10/10/08                FastWonderBlog.com               26
Agenda
           ●   Introduction: Community is Key
           ●   Case Studies and Best Practices
           ●   Engaging with Existing Communities
           ●   Building and Managing a New Community
           ●   Incorporation into Existing Marketing Efforts
               ●   Participation and motivation
               ●   Promotion
               ●   Incorporation into other efforts




10/10/08                              FastWonderBlog.com   27
Why Do People Participate?
                       Social                                  Status &
                                              Fun             Recognition
       Passion                   Gift
                                Culture                 Financial
                      Work
                                         Career
    Develop                                                         Learning
                                      Advancement
     Skills


           ●   Motivation is complex (multiple influences)
           ●   If people aren't motivated, they won't participate
           ●   Promotion must take motivation into account



10/10/08                           FastWonderBlog.com                          28
Promotion
           ●   Use existing promotional vehicles to reach
               your customers
           ●   With any new community, run a limited beta
               for customers. Get their feedback and let
               them help promote it to others
           ●   Augment traditional community efforts with
               social media: corporate & personal blogs,
               audio, video, Twitter, Facebook, etc.
           ●   Incentivize people to join & participate



10/10/08                     FastWonderBlog.com             29
Promotional No-No’s
           ●   Do not use your community to sell anything
               –   Use your community to get people excited about
                   your products
               –   If you get people excited, they will figure out how
                   to buy it.
           ●   Do not promote your community on
               competitor's sites (slimy)
           ●   Do not use social media (twitter, facebook,
               blogs, etc.) with the sole purpose of pimping
               –   Talk about your ideas, thoughts, and products
                   with a personal spin (what YOU are doing)


10/10/08                          FastWonderBlog.com                30
Incorporation into Existing Efforts
           ●   Look at your overall strategy
           ●   Find the places where community fits in:
               –   People can engage with your company
               –   Product Innovation & get product feedback
               –   Evangelism to help you grow evangelists (outside)
               –   Brand Loyalty for your products.
           ●   Articulate a clear purpose for the community
           ●   Promote it using traditional channels
           ●   Use social media to further grow your
               community


10/10/08                         FastWonderBlog.com             31
Be Flexible

                                Never budge!
                                     That's my rule.
                                           Never budge
                                                in the least!

                                      Not an inch to the west!
                                      Not an inch to the east!

Translation:                        I'll stay here, not budging!
                                            I can and I will
    Be flexible.
    Improvements and ideas      If it makes you and me and the
    come from unexpected              whole world stand still.
    places.
 10/10/08              FastWonderBlog.com                        32
Conclusion
           ●   Community is Key
           ●   Clear purpose, plan, and strategic
               alignment with existing efforts
           ●   Engage in a variety of communities
           ●   Incorporate communities into existing
               online marketing efforts
           ●   Play nice, be flexible and have fun




10/10/08                      FastWonderBlog.com       33
Q&A
           Additional Resources:
           ●   http://fastwonderblog.com/starting-point/
           ●   http://www.web-strategist.com/blog
           ●   http://www.onlinecommunityreport.com/
           ●   http://www.communityguy.com
           ●   http://bestengagingcommunities.com/


           About Dawn:
           ●   Online Community and Social Media Consultant
           ●   More Info: http://fastwonderblog.com/consulting
           ●   Dawn@FastWonder.com
           ●   @geekygirldawn on Twitter
10/10/08                        FastWonderBlog.com               34
Backup Materials




10/10/08            FastWonderBlog.com   35
No Community is Perfect
           ●   Things will go wrong
               –   Your community software will have bugs
               –   Someone will get defensive or irate
               –   Companies have PR nightmares (remember Pentium floating
                   pt issue?)
           ●   In great communities, the company
               responds effectively
               –   Addresses the issue and works to resolve it quickly
               –   Keeps the focus on summarizing and fixing, instead of blaming
                   and justifying
               –   Maintains open communication channels




10/10/08                               FastWonderBlog.com                          36
Reputation Systems
 ●   The Good                              ●   The Practical
       –   People like points &                 –    Transparency
           recognition                          –    Members award points
       –   Encourages                           –    Adjust over time
           participation
       –   Highlight and reward
           key members
 ●   The Bad
       –   They will game it!
       –   Does this make it
           worthless?
10/10/08                        FastWonderBlog.com                      37
Participate Where it Makes Sense
           ●   Your own community
           ●   Related communities where your audience is
               already participating
           ●   Blogging (personal and corporate)
           ●   Audio & video (YouTube/Vimeo/BlipTv)
           ●   Twitter
           ●   Facebook
           ●   Many others




10/10/08                     FastWonderBlog.com         38
Community Structures and Adoption
           ●   Emergent
               –   Pros: Easy to implement, User buy-in, Unanticipated
                   structure
               –   Cons: Writer's block, Off-topic
           ●   Highly Structured
               –   Pros: Control, Clear expectations
               –   Cons: Restrictive, Inflexible, Community resistance,
                   Structure that doesn't work for community
           ●   Adaptive
               –   Pros: User buy-in, Some control, Evolve in unanticipated
                   positive directions
               –   Cons: Less Control, User traction required
10/10/08                            FastWonderBlog.com                    39
Traditional Promotion (Customers)
           ●   Use your existing promotional vehicles to
               reach your customers
           ●   Tell them about your community efforts
           ●   Share your strategy & purpose with them
           ●   Incentivize them to join & participate
           ●   With any new community, run a limited beta
               for customers. Get their feedback and let
               them help promote it to others




10/10/08                     FastWonderBlog.com             40
Social Media Engagement
           ●   Augment traditional community efforts with
               social media
           ●   Blog about your community efforts on
               company & personal blogs (make sure your
               blogs are listed)
           ●   Use Audio / Video to share information
               relevant to your community. Host it on popular
               sites (YouTube, etc.) and embed it in your
               community
           ●   Talk about what you are doing on Twitter,
               Facebook, and other social sites

10/10/08                      FastWonderBlog.com           41
On Domain or Off Domain: Strategic Decision
           ●   YourCompany.com
                – More focus on your products
                – Clarity about who facilitates the community
                – Authority source for product info (features, etc.)


           ●   Off-Domain (YourIndustry.com, etc.)
                – Focus on a segment or industry
                – Accept discussions about competitors
                – Possibly better perception of neutrality
                – Slightly less authority about your products




10/10/08                         FastWonderBlog.com                    42

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Companies And Communities: Participating without being sleazy

  • 1. Companies and Communities Participating without being sleazy Dawn Foster dawn@fastwonder.com Fast Wonder Consulting http://FastWonderBlog.com 10/10/08 FastWonderBlog.com 1
  • 2. Agenda ● Introduction: Community is Key ● Case Studies and Best Practices ● Engaging with Existing Communities ● Building and Managing a New Community ● Incorporation into Existing Online Marketing Efforts 10/10/08 FastWonderBlog.com 2
  • 3. Agenda ● Introduction: Community is Key ● Types of online communities and ways to participate ● Why you need to engage with online communities ● Community “ownership” ● Guiding principals for participation ● Case Studies and Best Practices ● Engaging with Existing Communities ● Building and Managing a New Community ● Incorporation into Existing Online Marketing Efforts 10/10/08 FastWonderBlog.com 3
  • 4. What is this thing we call community? In Person Community Activities 10/10/08 FastWonderBlog.com 4
  • 5. What is this thing we call community? Broad Community Sites 10/10/08 FastWonderBlog.com 5
  • 6. What is this thing we call community? Corporate / Customer Communities 10/10/08 FastWonderBlog.com 6
  • 7. What is this thing we call community? Virtual Communities 10/10/08 FastWonderBlog.com 7
  • 8. Why Have an Online Community ● People: gives people a place to engage with your company ● Product Innovation: get product feedback ● Evangelism: help you grow evangelists for your products from outside of your company ● Brand Loyalty: engagement can drive a tremendous amount of loyalty for your products 10/10/08 FastWonderBlog.com 8
  • 9. Community Ownership ● The community quot;ownsquot; the community ● A company who starts a community: – owns the infrastructure – facilitates the discussions – moderates and keeps people in check ● If the company doesn't play nice with the community, the community will take discussions elsewhere ● Like hosting a party 10/10/08 FastWonderBlog.com 9
  • 10. Guiding Principles: It's All About the People ● Focus on the individuals: Participate as a person, not a corporate entity ● Be Sincere: Sincerity = believability & credibility ● Not all about you: Community is about conversation, which is by definition two-way ● Be a Part of the Community: Don't try to control the community ● Everyone’s a Peer: You are not the expert; knowledge comes from everywhere 10/10/08 FastWonderBlog.com 10
  • 11. Play Nice quot;I'm the Lorax who speaks for the trees which you seem to be chopping as fast as you please. NOW...thanks to your hacking my trees to the ground, there's not enough Truffula Fruit to go 'round. Translation: Play Nice: Be polite and And my poor Bar-bar-loots are all getting the crummies respectful in your because they have gas, and no interactions with other food in their tummies!quot; members 10/10/08 FastWonderBlog.com 11
  • 12. Agenda ● Introduction: Community is Key ● Case Studies and Best Practices ● What works well ● What to avoid ● Dealing with the difficult (topics, members, etc.) ● Engaging with Existing Communities ● Building and Managing a New Community ● Incorporation into Existing Online Marketing Efforts 10/10/08 FastWonderBlog.com 12
  • 13. What Makes a Community Work? ● Open, inclusive and transparent ● A company who listens (to good and bad) ● Actively engaged in the community ● Encouraging new members ● Making it easy for people to participate ● Integration into other relevant areas of the site ● Responding to criticism (never deleting negative comments) 10/10/08 FastWonderBlog.com 13
  • 14. Companies with Communities to Avoid ● Community is lip service, not a serious endeavor ● Pushing marketing messages takes precedence over 2-way collaboration ● Community software / configuration / policies that get in the way of collaboration ● Neglected communities where no one in the company monitors or responds 10/10/08 FastWonderBlog.com 14
  • 15. Flickr: Community Done Well ● Clear and simple guidelines (ex. Don’t be creepy. You know the guy. Don't be that guy.) ● Easy to use and intuitive to participate (comments, favorites, tags, notes) ● Transparency about people (profile, favorites, groups, etc.) ● Private, public ● Little things: Comments you've made 10/10/08 FastWonderBlog.com 15
  • 16. Dealing with the Difficult ● Negative Comments: Do not delete negative feedback. Respond constructively ● Spammers: Put aggressive measures in place to deal with spam ● Pain in the ***s: Put them to work if possible 10/10/08 FastWonderBlog.com 16
  • 17. Don't Feed the Trolls “oh-oh!” Sally said. Don't you talk to that cat. That cat is a bad one, That Cat in the Hat. He plays lots of bad tricks. Translation: Don't you let him come near. You know what he did Don't encourage the The last time he was here.” trolls. They want attention. Resist the urge to give it to them! 10/10/08 FastWonderBlog.com 17
  • 18. Agenda ● Introduction: Community is Key ● Case Studies and Best Practices ● Engaging with Existing Communities ● Where to participate (and where not to participate) ● How to avoid being spammy ● Building and Managing a New Community ● Incorporation into Existing Online Marketing Efforts 10/10/08 FastWonderBlog.com 18
  • 19. Where (and how) to Participate ● Industry Communities (PCWorld, etc.) – Participation by subject experts (not marketing) – Find people passionate about the topic and have them participate as part of their job ● Blogging (corporate & personal) – Talk about ideas, thoughts, & industry trends – Comment on other blogs with insightful information ● Social Media sites – Engage as people on Facebook, Twitter, etc. with discussions about your job as one part 10/10/08 FastWonderBlog.com 19
  • 20. Where and How NOT to Participate ● Do not participate on competitor's sites (considered slimy & bad manners) • Do quietly monitor competitor’s communities and learn from them ● Do not participate in communities solely to pimp your products. If you can't participate as a person with diverse interests, then have someone else do it ● Do not mention your products in every post or comment. Talk about the industry first & your products second 10/10/08 FastWonderBlog.com 20
  • 21. People are Watching You “My eyes see. His eyes see. I see him. And he sees me. And so we say, Translation: “Hooray for eyes! People see everything Hooray, hooray, hooray... you do in the community. ... for eyes!” Be a good example of the “right” behavior. 10/10/08 FastWonderBlog.com 21
  • 22. Agenda ● Introduction: Community is Key ● Case Studies and Best Practices ● Engaging with Existing Communities ● Building & Managing a New Community ● Articulating the strategy and purpose ● Managing communities over time ● Incorporation into Existing Online Marketing Efforts 10/10/08 FastWonderBlog.com 22
  • 23. Clear Purpose is Key (start here) ● Do you need to build new or can you leverage an existing community ● What do you hope to accomplish and what are your goals for the community? ● What is your overall strategy and how does the community fit with it? ● What are your plans for achieving your goals and how will you measure it? ● Do you have the resources (people & $) to maintain it long-term? 10/10/08 FastWonderBlog.com 23
  • 24. Refresher: Why Have a Community Build these into your strategy / purpose ● People: gives people a place to engage with your company ● Product Innovation: get product feedback ● Evangelism: help you grow evangelists for your products from outside of your company ● Brand Loyalty: engagement can drive a tremendous amount of loyalty for your products 10/10/08 FastWonderBlog.com 24
  • 25. Community Managers “Jobs of the future, #1: Online What Skills do we need? Community Organizer – Patience ... If you were great at this, I'd imagine you'd never ever have trouble finding good – Networking work.” --Seth Godin – Communication – Facilitation What do we do? – Technical Skills – Ongoing Facilitation – Marketing – Content Creation – Self-Motivation – Evangelism – Workaholic Tendencies – Community Evolution – Organization 10/10/08 FastWonderBlog.com 25
  • 26. Make it Fun Why do you sit there like that? I know it is wet. And the sun is not sunny. But we can have lots of good fun that is funny! I know some good games we could play. I know some new tricks. I will show them to you. Translation: Your mother will not mind at all if I do. Have fun! Lighten it up occasionally! 10/10/08 FastWonderBlog.com 26
  • 27. Agenda ● Introduction: Community is Key ● Case Studies and Best Practices ● Engaging with Existing Communities ● Building and Managing a New Community ● Incorporation into Existing Marketing Efforts ● Participation and motivation ● Promotion ● Incorporation into other efforts 10/10/08 FastWonderBlog.com 27
  • 28. Why Do People Participate? Social Status & Fun Recognition Passion Gift Culture Financial Work Career Develop Learning Advancement Skills ● Motivation is complex (multiple influences) ● If people aren't motivated, they won't participate ● Promotion must take motivation into account 10/10/08 FastWonderBlog.com 28
  • 29. Promotion ● Use existing promotional vehicles to reach your customers ● With any new community, run a limited beta for customers. Get their feedback and let them help promote it to others ● Augment traditional community efforts with social media: corporate & personal blogs, audio, video, Twitter, Facebook, etc. ● Incentivize people to join & participate 10/10/08 FastWonderBlog.com 29
  • 30. Promotional No-No’s ● Do not use your community to sell anything – Use your community to get people excited about your products – If you get people excited, they will figure out how to buy it. ● Do not promote your community on competitor's sites (slimy) ● Do not use social media (twitter, facebook, blogs, etc.) with the sole purpose of pimping – Talk about your ideas, thoughts, and products with a personal spin (what YOU are doing) 10/10/08 FastWonderBlog.com 30
  • 31. Incorporation into Existing Efforts ● Look at your overall strategy ● Find the places where community fits in: – People can engage with your company – Product Innovation & get product feedback – Evangelism to help you grow evangelists (outside) – Brand Loyalty for your products. ● Articulate a clear purpose for the community ● Promote it using traditional channels ● Use social media to further grow your community 10/10/08 FastWonderBlog.com 31
  • 32. Be Flexible Never budge! That's my rule. Never budge in the least! Not an inch to the west! Not an inch to the east! Translation: I'll stay here, not budging! I can and I will Be flexible. Improvements and ideas If it makes you and me and the come from unexpected whole world stand still. places. 10/10/08 FastWonderBlog.com 32
  • 33. Conclusion ● Community is Key ● Clear purpose, plan, and strategic alignment with existing efforts ● Engage in a variety of communities ● Incorporate communities into existing online marketing efforts ● Play nice, be flexible and have fun 10/10/08 FastWonderBlog.com 33
  • 34. Q&A Additional Resources: ● http://fastwonderblog.com/starting-point/ ● http://www.web-strategist.com/blog ● http://www.onlinecommunityreport.com/ ● http://www.communityguy.com ● http://bestengagingcommunities.com/ About Dawn: ● Online Community and Social Media Consultant ● More Info: http://fastwonderblog.com/consulting ● Dawn@FastWonder.com ● @geekygirldawn on Twitter 10/10/08 FastWonderBlog.com 34
  • 35. Backup Materials 10/10/08 FastWonderBlog.com 35
  • 36. No Community is Perfect ● Things will go wrong – Your community software will have bugs – Someone will get defensive or irate – Companies have PR nightmares (remember Pentium floating pt issue?) ● In great communities, the company responds effectively – Addresses the issue and works to resolve it quickly – Keeps the focus on summarizing and fixing, instead of blaming and justifying – Maintains open communication channels 10/10/08 FastWonderBlog.com 36
  • 37. Reputation Systems ● The Good ● The Practical – People like points & – Transparency recognition – Members award points – Encourages – Adjust over time participation – Highlight and reward key members ● The Bad – They will game it! – Does this make it worthless? 10/10/08 FastWonderBlog.com 37
  • 38. Participate Where it Makes Sense ● Your own community ● Related communities where your audience is already participating ● Blogging (personal and corporate) ● Audio & video (YouTube/Vimeo/BlipTv) ● Twitter ● Facebook ● Many others 10/10/08 FastWonderBlog.com 38
  • 39. Community Structures and Adoption ● Emergent – Pros: Easy to implement, User buy-in, Unanticipated structure – Cons: Writer's block, Off-topic ● Highly Structured – Pros: Control, Clear expectations – Cons: Restrictive, Inflexible, Community resistance, Structure that doesn't work for community ● Adaptive – Pros: User buy-in, Some control, Evolve in unanticipated positive directions – Cons: Less Control, User traction required 10/10/08 FastWonderBlog.com 39
  • 40. Traditional Promotion (Customers) ● Use your existing promotional vehicles to reach your customers ● Tell them about your community efforts ● Share your strategy & purpose with them ● Incentivize them to join & participate ● With any new community, run a limited beta for customers. Get their feedback and let them help promote it to others 10/10/08 FastWonderBlog.com 40
  • 41. Social Media Engagement ● Augment traditional community efforts with social media ● Blog about your community efforts on company & personal blogs (make sure your blogs are listed) ● Use Audio / Video to share information relevant to your community. Host it on popular sites (YouTube, etc.) and embed it in your community ● Talk about what you are doing on Twitter, Facebook, and other social sites 10/10/08 FastWonderBlog.com 41
  • 42. On Domain or Off Domain: Strategic Decision ● YourCompany.com – More focus on your products – Clarity about who facilitates the community – Authority source for product info (features, etc.) ● Off-Domain (YourIndustry.com, etc.) – Focus on a segment or industry – Accept discussions about competitors – Possibly better perception of neutrality – Slightly less authority about your products 10/10/08 FastWonderBlog.com 42