Building a Robust Online Community


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Building an Online Community
Presented by: Lisa Bownas, Resource Interactive

Published in: Business, Technology

Building a Robust Online Community

  1. 1. <ul><li>Building a Robust Online Community </li></ul>LISA BOWNAS Director of Strategic Services
  2. 2. <ul><ul><li>Top independent digital marketing agency </li></ul></ul><ul><ul><li>Founded in 1981; 200+ associates </li></ul></ul><ul><ul><li>Clients include HP, P&G, The Limited Brands </li></ul></ul><ul><ul><li>Headquartered in Columbus, OH </li></ul></ul><ul><ul><li>Published two books </li></ul></ul><ul><ul><ul><li>The Ten Demandments (2002) </li></ul></ul></ul><ul><ul><ul><li>The Open Brand (2008) </li></ul></ul></ul>ABOUT RESOURCE INTERACTIVE
  3. 4. More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceed the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Internet users read online product reviews. — JupiterResearch, August 2007 412.3 years = Time it would take to view all of the material on YouTube. — Digital Ethnography, Kansas State University March 17th 2008 85.9 million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. --Nielsen Online Stats, 2007
  4. 5. community <ul><li>a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists (usually prec. by the ): the business community; the community of scholars. </li></ul><ul><li>Source: </li></ul>
  5. 6. community
  6. 7. COMMUNITY EXAMPLES <ul><li>Forums and discussion boards </li></ul><ul><li>Social tagging </li></ul><ul><li>Ratings and reviews </li></ul><ul><li>Blogs </li></ul><ul><li>Virtual worlds </li></ul><ul><li>Wikis </li></ul><ul><li>Photo sharing </li></ul><ul><li>Video sharing </li></ul>
  7. 8. <ul><li>COMMUNITIES AND O.P.E.N. </li></ul>
  8. 10. Five Reasons to Open Your Brand REVENUE ROI R&D RELATIONSHIPS RELEVANCE
  9. 11. … is for On-Demand Delivers accessible, self-directed and instantly gratifying experiences. … is for Personal Facilitates meaningful interaction with many markets of one. … is for Engaging Deepens attachment through relevant emotional experiences. … is for Networked Taps the exponential potential of individual consumers and online niche communities. <ul><li>Efficiency </li></ul><ul><li>Ease </li></ul><ul><li>Control </li></ul><ul><li>Findability </li></ul><ul><li>Instantaneousness </li></ul><ul><li>Acknowledgement </li></ul><ul><li>Dialogue </li></ul><ul><li>Customization </li></ul><ul><li>Privilege </li></ul><ul><li>Popularity </li></ul><ul><li>Participation </li></ul><ul><li>Belonging </li></ul><ul><li>Immersion </li></ul><ul><li>Entertainment </li></ul><ul><li>Inspiration </li></ul><ul><li>Self-expression </li></ul><ul><li>Ego gratification </li></ul><ul><li>Portability </li></ul><ul><li>Community </li></ul><ul><li>Meaningful change </li></ul>Defining Traits of OPEN
  10. 12. ON-DEMAND Do you make it fast and easy to subscribe or renew?
  11. 13. PERSONAL Do you listen to your consumers and personalize their experience?
  12. 14. ENGAGING Do you compel consumers to spend time with your publication online?
  13. 15. NETWORKED Do your consumers collectively influence the future of your publication?
  14. 16. <ul><li>EXAMPLES </li></ul>
  15. 17. SCOTTS MIRACLE-GRO REDESIGN Transforming the experience from product to consumer-centric
  16. 18. Personal profile: sharing and blogging 
  17. 19. Communities, pic sharing and forums 
  18. 20. Helpful articles, projects, advice 
  19. 21. RESULTS <ul><li>Recognized by media outlets such as New York Times for its approachable appeal </li></ul><ul><li>Thousands of registrations within first month and since launching, thousands of photos have been uploaded and product recommendations posted </li></ul>
  20. 22. USA TODAY Consumers shape and spread the news by commenting and sharing
  21. 23. USA TODAY Consumers can participate at all levels – read, recommend or comment
  22. 24. STYLE.COM LOOKBOOKS Consumers create, share and rate content in personal lookbooks
  23. 25. VS PINK Comprehensive Digital Millennial experience that bridges online, offline and mobile
  24. 26. VS PINK Dance video contest with voting
  25. 27. VS PINK Mobile app for picture sharing
  26. 28. VS PINK Mobile app for picture sharing
  27. 30. PEOPLE’S CHOICE AWARDS <ul><li>USER GENERATED POLLS </li></ul><ul><li>Centered community around influence </li></ul><ul><li>Allowed customers to write their own polls </li></ul>
  28. 31. HOW TO GET STARTED: POST <ul><li>P eople </li></ul><ul><li>O bjective </li></ul><ul><li>S trategy </li></ul><ul><li>T echnology/Tactic </li></ul>Source: Forrester Research
  29. 32. P eople <ul><li>Consumer/customer wants/needs </li></ul><ul><ul><li>Info gathering/research </li></ul></ul><ul><ul><ul><li>Poll or survey </li></ul></ul></ul><ul><ul><ul><li>Age, interests, online activities </li></ul></ul></ul>Source: Forrester Research
  30. 33. ICITIZENS Motivations to Create, Share, Influence Online “ I CONNECT” Connect and share with people who have similar interests 16% “ I AM” Improve companies or the experience of self and others 7% “ I MATTER” Seek recognition and some degree of fame/fortune 3% “ I CAN” Use digital tools for life management 74%
  31. 34. MUCH MORE THAN CONSUMING… Creating Resource Interactive iCitizen Motivational Study, 2007 Adult online population in the last month Created an online video Posted a rating/review Published my own blog Tagged web pages or other content Participated in a virtual world Created or revised a wiki page/entry Mashed up content 18-25 year olds in the last month
  32. 35. MUCH MORE THAN CONSUMING… Sharing and Influencing Resource Interactive iCitizen Motivational Study, 2007 Found something online and passed it along Commented on a blog Uploaded pictures/videos/audio Used a social networking site Participated in an online community/forum Chatted online with a customer service rep using IM Adult online population in the last month 18-25 year olds in the last month
  33. 36. DIGITAL MILLENNIALS RESEARCH <ul><li>Defining Characteristics: </li></ul><ul><ul><li>Perpetually connected </li></ul></ul><ul><ul><li>Multi-tasking and productive </li></ul></ul><ul><ul><li>Filtering for immediacy and control </li></ul></ul><ul><ul><li>Self-expressive yet assimilative </li></ul></ul><ul><ul><li>Optimistic and self-entitled </li></ul></ul>Digital diaries with Gen Y fuel insights for innovation, speed to market and brand relevance.
  34. 37. 1: Keep it real 2: Hear me out 5: Entertain me WHAT DIGITAL MILLENNIALS NEED 3: Be original or don’t be 4: My way now
  35. 38. O bjective <ul><li>Identify your key objective </li></ul><ul><ul><li>Attract new subscribers? </li></ul></ul><ul><ul><li>Deepen engagement with existing subscribers? </li></ul></ul><ul><ul><li>Increase loyalty? </li></ul></ul>Source: Forrester Research
  36. 39. S trategy <ul><li>Changing relationship with subscribers </li></ul>Source: Forrester Research
  37. 40. T echnology/Tactic <ul><li>Select the social technology/tactic </li></ul>Source: Forrester Research
  38. 41. IDEAS Leverage existing communities
  39. 42. IDEAS <ul><li>Use polls to start the dialogue </li></ul>
  40. 43. <ul><li>YOUR IDEAS </li></ul>
  41. 44. YOUR IDEAS <ul><li>What else could Florida Trend do? </li></ul>
  42. 45. YOUR IDEAS
  43. 46. YOUR IDEAS
  44. 47. THANK YOU. LISA BOWNAS [email_address] 614.621.2888