Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Engaging and Empowering your Online Community


Published on

Slides from my #Book2 presentation on Community Engagement and Development - Real Talk. More info:

Published in: Education
  • Be the first to comment

Engaging and Empowering your Online Community

  1. 1. Engaging and Empowering your Online Community Community Engagement & Development #book2 | @glecharles Guy LeCharles Gonzalez @glecharles [email_address] New York City | February 13, 2011
  2. 2. Community Development <ul><li>What is Community Development? </li></ul><ul><li>Why is it important? </li></ul><ul><li>Where is your community? </li></ul><ul><li>Whose responsibility is it? </li></ul><ul><li>How do you do it? </li></ul><ul><li>When will it have an impact? </li></ul>Community Engagement & Development #book2 | @glecharles
  3. 3. Community Engagement & Development @glecharles <ul><li>“ Without great audiences we cannot have great poets.” </li></ul><ul><ul><li>Walt Whitman </li></ul></ul>
  4. 4. What is Community Development? <ul><li>Definition: To build and manage a customer base across a brand’s media platforms—print, digital and in-person events. </li></ul><ul><li>It involves the continual recruitment of new customers and consistent engagement with existing customers through integrated marketing campaigns that include direct mail, email, online messaging, face-to-face interaction, and word of mouth. </li></ul><ul><li>It includes all customer touch points—from editorial and circulation, to ecommerce and education, to advertising and customer service—via our own media platforms, and everywhere else our community gathers. </li></ul><ul><li>Community leads to commerce, not vice versa. </li></ul>Community Engagement & Development #book2 | @glecharles
  5. 5. Community Engagement & Development @glecharles The social infrastructure of the community is much more important than the technology infrastructure.
  6. 6. Why is it Important? <ul><li>“ We need to stay grounded in high-level theories of what customers want, how we can meet their needs profitably, and how we can communicate to motivate them,” says David Meer, chief research officer at WPP’s Enfactico. </li></ul><ul><li>“ And we must do this in a world where consumers control the conversation.” </li></ul><ul><li>--The Endgame Of Media Buying And Selling Max Kalehoff, AttentionMax </li></ul>Community Engagement & Development #book2 | @glecharles
  7. 7. Community Engagement & Development #book2 | @glecharles Community Manager Driven model Customers Products Community We act and behave in groups online across social networks. You must understand the community dynamics that surround your customers if you want to sell more… and develop a B2C brand. --Shiv Singh
  8. 8. Where is Your Community? <ul><li>You Don't Build Communities, You Enable Them </li></ul><ul><li>from the enable-people;-don't-define-them dept </li></ul><ul><li>What the rest of the internet has shown is that you build community not by building a community, but by enabling a group of people to do what they want. And that can include commenting on the news, creating the news or sharing the news among many other things. </li></ul><ul><li>There isn't a magic bullet to create a community -- but [publishers] should look to see what they can do to enable a community to form and then get out of the way. </li></ul><ul><li>--Mike Masnick, </li></ul><ul><li> </li></ul>Community Engagement & Development #book2 | @glecharles
  9. 9. <ul><li>“ Focus less on the products [we] have created in the past, and more on the problems and challenges [our] audience is in need of immediate solutions for.” </li></ul><ul><li>--Dan Blank, Publishing, Innovation & the Web - </li></ul>Community Engagement & Development @glecharles
  10. 10. <ul><li>“ Because they are voluntary, people do not remain in communities that no longer meet their emotional or intellectual needs.” </li></ul><ul><li>--Henry Jenkins </li></ul>Community Engagement & Development #book2 | @glecharles
  11. 11. Whose responsibility is it? <ul><li>Marketing is everything a company does to acquire customers and maintain a relationship with them. </li></ul><ul><li> </li></ul>Community Engagement & Development #book2 | @glecharles
  12. 12. Community Engagement & Development #book2 | @glecharles “ Be aware that not only do you need to be prepared to communicate over these platforms, but you need to be ready to deal with the responses you get.” --Caroline McCarthy, CNET news FOLIO: Social Media Will be ‘Part of Virtually Everything’ Social Media Reality Check
  13. 13. Community Engagement & Development #book2 | @glecharles Email is a more targeted form of sending content; while content-sharers may shoot off mass emails to large distribution lists, most email shares are likely sent to a person or small group selected based on the specific content being shared. Sharing via social networks like Facebook, by contrast, typically involves feeding items to an entire friends list. eMarketer: Email Still Tops Facebook for Keeping in Touch Social Media Reality Check
  14. 14. How do WE Do It? Community Engagement & Development #book2 | @glecharles <ul><li>Create valuable content </li></ul><ul><li>Fish where the fish are </li></ul><ul><li>Give others a voice </li></ul><ul><li>Spotlight your contributors </li></ul><ul><li>Join your community </li></ul><ul><li>--Mack Collier </li></ul><ul><li>Five Ways To Increase Engagement And Build Community </li></ul><ul><li> </li></ul>
  15. 15. Implementation and Impact <ul><li>First steps </li></ul><ul><li>Quantify, identify & segment existing customer base </li></ul><ul><ul><li>Maximize ROI for circulation and educational initiatives </li></ul></ul><ul><ul><li>Increase relevant engagement with core audience </li></ul></ul><ul><ul><li>Identify opportunities for new content, products and services </li></ul></ul><ul><li>Quantify, identify & segment external customer base </li></ul><ul><ul><li>Maximize ROI for SEO/SEM and social media strategies </li></ul></ul><ul><ul><li>Deeper, relevant engagement with broader community </li></ul></ul><ul><ul><li>Identify opportunities for new content, products and services </li></ul></ul><ul><li>Review, coordinate and optimize all marketing points of contact </li></ul><ul><ul><li>Establish a consistent, authentic voice for the brand </li></ul></ul><ul><ul><li>Establish standards for customer acquisition, service and retention initiatives </li></ul></ul><ul><ul><li>Develop fully integrated, community marketing strategy </li></ul></ul>Community Engagement & Development #book2 | @glecharles
  16. 16. Community Engagement & Development #book2 | @glecharles <ul><li>Free – News, commentary, blogs, public forums, podcasts, webcasts, social media; all open access and socialized for comments and sharing. </li></ul><ul><li>Registered – Enewsletters, moderated forums, promotional downloads, introductory webinars, research and white paper summaries, product demos and samples. </li></ul><ul><ul><li>IMPORTANT: User-Generated Content (blogs, images, links) </li></ul></ul><ul><li>Paid –Books, magazines, databases, professional development programs, intensive webinars, research and white papers, events. </li></ul>Content Strategy
  17. 17. <ul><li>Listening - using social media as “real time” research and gaining insights from listening to the community. </li></ul><ul><li>Talking - using conversations within the community to promote products or services, authentically. </li></ul><ul><li>Energizing - building brand stewardship; identifying enthusiastic readers and using them to persuade others. </li></ul><ul><li>Supporting - making it possible for readers to help each other. </li></ul><ul><li>Embracing - turning readers into a resource for innovation. </li></ul><ul><li>Via Forrester Research/Groundswell </li></ul>Community Engagement & Development #book2 | @glecharles Engagement Strategy
  18. 18. Community Engagement & Development #book2 | @glecharles Engagement Strategy
  19. 19. <ul><li>“ Some of these conversations ended in a sale, but don’t let that fool you. The sale was merely the exclamation mark at the end of the sentence.” </li></ul><ul><li>Markets Are Conversations , CLUETRAIN MANIFESTO </li></ul>Community Engagement & Development #book2 | @glecharles
  20. 20. Engaging and Empowering your Online Community Community Engagement & Development #book2 | @glecharles Guy LeCharles Gonzalez @glecharles [email_address] New York City | February 13, 2011