How to Grow Your Business Through More Community Engagement
HOW TO GROW YOUR BUSINESS THROUGH MORE COMMUNITY ENGAGEMENT Ivo Lukač - @ilukac www.netgen.hr @ eZ Partner Conference 2012, Lisbon
ABOUT eZ Business partner with more than 8 years of experience in the niche currently 11 employees 60% income grow in 2011 Without new hires (2 new hires only in last 3 month) No classic sales, PR nor marketing No changes from 2010 except in level of engagement In mid 2010 we started to do more engagement: extensions sharing, blogging, etc.
PART1: ENGAGEMENT eZ as community driven business needs more engagement to grow That growth depends highly on us - eZ Systems and eZ partners: to create more buzz to attract new developers to increase knowledge and experience transfer to flatten the steep learning curve to accelerate innovation Creating value for the future The upcoming reputation system on share.ez.no will measure some of the community engagement IMO we need 6 levels (“belts”) to rank engagements
YELLOW BELTPASSIVE Reading occasionally: ez.no share.ez.no doc.ez.no projects.ez.no RSS (maybe) Following few twitter or google+ accounts Subscribed to ez newsletter3 min a day
ORANGE BELTREACTIVEHuston, we have a problem?! asking on share.ez.no forum commenting on blogs commenting on doc.ez.no (?!) and projects.ez.no nag on twitter or google+10 min adhoc
GREEN BELTPROACTIVE - SMALL CONTENT give answers on forums and blogs regular tweeting, google+, quora, etc. bug reporting small pull requests on github10 min a day We want most users on this level at least
BLUE BELT COMMITMENT - MEDIUM CONTENT blogging small extension development newsletter bigger pull requests on github Requires encircling interesting topics or features in your work, extracting it from the context, adopting it for publishing “Best buy” 2 – 16 hours adhoc
BROWN BELTTHOUGHT LEADER - BIG CONTENT writing tutorials building medium an complex extensions (eZ Market maybe) doing screencasts, podcasts, video materials, books, etcDue to amount of effort consider a way to get revenue for this effort Not for everyone Days, weeks or more
WHY TO DO IT? For the community? For your self or your company? What is the ROI?
WHY TO DO IT? truth is that engagement ROI is really hard to measure as any other marketing or PR ROI (except direct lead conversion)
WHY TO DO IT? BUT WAIT: there are still 2 big reasons to do it: 1. you can be your best PR, marketing, sales, CRM - build reputation and credibility in the community and online in general, be honest 2. less obvious - do it for your own team: no more intranet! combination of both reasons is the best, just one could not be enough
HOW TO DO IT? use the available tools to save your time (community, social media) use RSS, twitter search to be up to date give answer to questions where you can do it quickly encircle useful knowhow while doing working, put it in the “sharing queue” RISK to get overwhelmed with engagement? Solution: reduce it to one time a day reward employees who do it, pair them if needed ( depending on preferences) use the language of your market (e.g. we use English) be regular and consistent (be prepared for the long run)
PART 2: WE HAVE AN IDEA Netgen is going black belt! And we need your feedback to have the best possible outcome