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Online Community Strategy Framework


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Online Community Strategic Framework and Best Practices. Web 2.0 Sites, Social Sites, Online Community Sites... call it what you want, this framework will provide you with an approach that works for engaging your customers and nurturing your prospects.

Online Community Strategy Framework

  1. 1. ONLINE Community strategy framework<br />Ensuring an engaged online community<br />
  4. 4. COMMUNITY STRATEGY FRAMEWORK<br />BUSINESS GOALS<br />LAUNCH PLAN<br />Content Plan<br />Event Plan<br />Promotion/Outreach Plan<br />Member-to-Member Interaction<br />SOCIAL MEDIA LANDSCAPE<br />MEMBER NEEDS<br />
  5. 5. COMMUNITY STRATEGY FRAMEWORK<br />BUSINESS GOALS<br />LAUNCH PLAN<br />Content Plan<br />Event Plan<br />Promotion/Outreach Plan<br />Member-to-Member Interaction<br />METRICS/ROI<br />SOCIAL MEDIA LANDSCAPE<br />MEMBER NEEDS<br />
  6. 6. 1) Business Goal <br />What is your business objective? Boil it down to one sentence that gets to the core of your objective.<br />Increase Sales<br />Increase Brand Awareness<br />Decrease Cost of Customer Service<br />Co-creation of New Products<br />Establish Yourself as a Thought Leader<br />Better Search Results<br />Provide Additional Information<br />Educate Customers<br />Enable Customers to Collaborate and Share Knowledge<br />
  7. 7. 1- Business Goal (communities need a reason)<br />King Research, June 2007<br />
  8. 8. 1) Business Goal<br />The business goal of PD 360 was to raise student achievement . They accomplished a lift of 11.3% improvement in student achievement through an online learning community for teachers with on demand professional development .<br />
  9. 9. 1) Business Goal …know who you are, what type of online community would you be?<br />
  10. 10. 2) Social Media Landscape<br />What is Social Media Anyway?From Wikipedia, the free encyclopedia<br />At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It&apos;s a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).<br />
  11. 11. 2) Social Media Landscape<br />What does social media look like? Where are your customers having conversations?<br />Online Customer Communities<br />
  12. 12. 2) Social Media Landscape<br />How is your brand or the competition’s brand represented in the social ecosystem, where are there gaps, and what is your plan to position your brand accordingly?<br />Search for Brand Mention<br />Blog Pulse<br />Technorati<br />Delicious<br />Google Blog Search<br />Monitor Activity Levels<br />Facebook<br />MySpace<br />YouTube<br />Ning<br />Flickr<br />LinkedIn <br />Competitive Analysis and Tracking<br />
  13. 13. 2) Social Media Landscape<br />
  14. 14. 2) Social Media Landscape<br />
  15. 15. 2) Social Media Landscape<br />
  16. 16. 2) Social Media Landscape<br />
  17. 17. 2) Social Media Landscape<br />
  18. 18. LEARN<br />
  19. 19. 3) Member Needs Analysis<br />Share Knowledge: Explore ideas and participate in one-on-one private discussions or public group threads. Access actionable experienced-based solutions from like minds<br />Connect With Peers: Network with one another to find exactly the individual you need who shares your passion. Combat isolation, share emotions and experience a sense of camaraderie.<br />Access Tools:find resources that allow you to do your job better, shorten decision times, decrease risk<br />
  20. 20. 3) Member Needs Analysis (profile your audience)<br />INTERVIEW OR SURVEY MEMBERS <br /><ul><li> Gain insight on their specific needs.
  21. 21. What member types or personas exist?
  22. 22. Predict their needs.
  23. 23. Do their needs vary?
  24. 24. What are they looking for?
  25. 25. How do they like to interact?
  26. 26. How willing are they to share openly?
  27. 27. Do they want exposure?
  28. 28. Do they want to influence others?
  29. 29. Do they want to shape the industry?
  30. 30. Are they time crunched?</li></ul>Prepared by<br />
  31. 31. 3) Member Needs Analysis<br />
  32. 32. 3) Member Needs Analysis<br />CUSTOMIZE YOUR ENGAGEMENT MODEL<br /><ul><li>Announce new members in a group
  33. 33. Invite members in a group to read relevant articles and comment
  34. 34. Invite members to participate in relevant webcasts or teleconferences</li></ul>Prepared by<br />
  35. 35.
  36. 36. LAUNCH<br />
  37. 37. 4) Engagement Model<br />What will you publish?<br />Where will you publish?<br />How often will you publish?<br />Balance (content, events, 1:1, outreach)<br />Integrate with traditional channels<br />
  38. 38. 4) Engagement Model…strive to balance the elements <br />
  39. 39.
  40. 40. 4) Engagement Model…plan for active readers or ‘lurkers’<br />Make it easier to contribute.Netflix lets users rate movies by clicking a star rating<br />Make participation a side effect.For example, Amazon&apos;s &quot;people who bought this book, bought these other books”<br />Edit, don&apos;t create.Let users build their contributions by modifying existing templates rather than creating new<br />Reward — but don&apos;t over-reward — participants.Don&apos;t give too much to the most active participants, or you&apos;ll simply encourage them to dominate the system even more. <br />Promote quality contributors.Give extra prominence to good contributions<br />Jakob Nielsen’s Alertbox, October 9, 2006<br />
  41. 41. 4) Engagement Model …promote quality contributors and create ways to spotlight good contributions<br />Prepared by<br />
  42. 42. 4) Engagement Model<br />…active and relevant moderation engages members<br />
  43. 43. 4) Engagement Model <br />3 Key Factors to Creating Community Atmosphere<br />Quality, up to date content<br />Clear objective value<br />Strong moderation and facilitation<br />The Host’s Role in Establishing Culture<br />Recognize positive participation<br />Solicit and respond to member feedback<br />Communicate with members<br />Takeaways<br />Value statement<br />Clear code of conduct<br />Open lines of communication<br />Host plays a visible role<br />User experience/feature set tailored to audience<br />Content – quality, relevant and up to date<br />Acknowledge positive contribution<br />Create welcoming culture. A welcomed member is more likely to come back, contribute and tell others<br />
  44. 44. 4) Engagement Model<br />…a moderator is instrumental in creating the culture<br /> Establish Rules <br />Create Guidelines for Contributing<br />Be Prepared to be a Bouncer at Times<br />Prepared by<br />
  45. 45. Recruit a Variety of Hosts<br /><ul><li> Editorial Board
  46. 46. Frequent Contributors
  47. 47. Former Speakers
  48. 48. Affinity Group Chairs</li></ul>4) Engagement Model…build your bench of hosts or “creators”<br />Prepared by<br />
  49. 49. 4) Engagement Model…create awareness by highlighting members and promote/invite using traditional channels<br />CIO Magazine has a monthly column highlighting interviews with their community members. This is a great way to drive membership and promote your community. Drive traffic from traditional channels to your community. Some members might want exposure.<br />Prepared by<br />
  50. 50. 4) Engagement Model…facilitate ways for introductions<br />Member profiles reflect interests, activities and needs<br />New members need a place to introduce themselves<br />Prepared by<br />
  51. 51. 4) Engagement Model …seed the community with events, content etc.<br /><ul><li> Communities thrive on connection
  52. 52. Events offer members a chance to come together
  53. 53. Online or offline, maintain variety, keep it fresh
  54. 54. Leverage existing assets
  55. 55. Monthly member-led webinars, save the recordings
  56. 56. Target webinars for each affinity group, Q&A via discussions
  57. 57. Local round table events
  58. 58. Content, articles, research, white papers, podcasts</li></ul>Prepared by<br />
  59. 59. 4) Engagement ModelCommunities Need Ways for Attendees to Pitch In<br />Communities love to solve a problem<br />They want to help, your community will give them a chance<br />Prepared by<br />
  60. 60. 4) Engagement Model Discover ways for attendees to pitch in, executives enjoy working together<br /><ul><li> 15 CIOs worked in a collaborative environment for nine months to create the IT Value Matrix, advance the profession, and positively influence the next generation.
  61. 61. Benchmarking Tool
  62. 62. Marketing the Value of IT Study
  63. 63. Running Start: How to Succeed in Your First 90 Days – collaborative project
  64. 64. Career Path Model – started as knowledge center content, then webinar
  65. 65. Business Continuity – started as knowledge center content, then webinar, then regional hosted event
  66. 66. Sarbanes-Oxley (SOX) playbook, a how-to guide and resource to help CIOs better manage the SOX compliance process</li></ul>Prepared by<br />
  67. 67. 4) Engagement Model …create multiple ways to participate<br /><ul><li> Chair an affinity group or task force
  68. 68. Member-led webinars and teleconferences
  69. 69. Small group calls, intimate setting, like-minded peers
  70. 70. Collaborative projects and tools, showcase them at events
  71. 71. Member-hosted regional events
  72. 72. Annual meetings
  73. 73. Get interviewed for publication
  74. 74. Dedicated column in publication
  75. 75. Member spotlights
  76. 76. Awards
  77. 77. Leadership Development: video series on leaders
  78. 78. Develop a course taught by members
  79. 79. Speakers Bureau – introduce members to exposure opportunities
  80. 80. Newsletter – highlight new members, upcoming events, speaker opportunities
  81. 81. Enable members to display a measure of their experience - provides context and builds trust</li></ul>Prepared by<br />
  82. 82. MEASURE<br />
  83. 83. 5) Success Metrics/ROI<br />Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative… you don’t need a laundry list like below. Pick a few relevant ones.<br />Unique Visitors<br />New Member Registrations<br />Page Views<br />Retention/Attrition<br />Member Loyalty<br />Member Satisfaction<br />Most Active Members<br />Top Searches<br />Message Posts<br />Conversion<br />Advertising Performance<br />Influencer/Evangelism<br />Identification<br />Member Lifecycle<br />First Time Contributors<br />Content Rating<br />Ratio: Unregistered to Registered<br />Visitors<br />Ratio: Page Views per Post<br />Reputation Changes<br />Ratio: Post per Thread<br />Content Tagging<br />Comments per Blog Post<br />Ratio: Searches Per Post<br />Podcasts and Video (links, uploads)<br />Member Blog Posts<br />Size of Networks/Buddy Lists<br />Sales<br />Customer service tickets<br />Cost savings for customer service<br />Tech support tickets<br />Cost savings for tech support<br />Product feedback for R&D<br />Product trial downloads<br />Mentions on other sites<br />Ratios of comments per post<br />Forum posts answers<br />Average response time<br />Referrals to community<br />Renewals and upsells<br />Participation in online tools<br />User complaints<br /># of users leaving / deleting accounts<br />Leads provided to partners<br />
  84. 84. Wash, Rinse, Repeat<br />
  85. 85. Online Community Takeaways<br />Trust and Respect<br />Moderation : critical to entice lurkers to participate<br />Ecosystem: strive for balance (content, events, interaction, and outreach)<br />Profile: understand your groups, predict needs, and communicate appropriately<br />Create Atmosphere or Community Culture: provide forums for group collaboration and small group interactions (chats, calls, member hosted events)<br />Plan:Goals, metrics, outcomes and monetization<br />Organizational Buy-In: leverage corporate assets<br />Share: communicate what you learn with the organization<br />Variety:keep it interesting, fresh content on front page (news, articles etc.)<br />Heroes:pick heroes to benchmark your community against, not necessarily in your industry<br />Prepared by<br />
  86. 86. Social Media Takeaways <br />Listen first<br />Be respectful, human, considerate and passionate<br />What is in it for your customer? If nothing, don’t bother.<br />Community before commerce<br />It is a cocktail party not a lecture<br />Tolerate criticism<br />Encourage personalities<br />People congregate around relevance and value<br />
  87. 87.
  88. 88. Do you feel socially fatigued?<br />Bring it back to the basics<br />Listen | Learn | Launch<br />
  89. 89. 1. LISTEN<br />
  90. 90. 2. LEARN<br />
  91. 91. 3. LAUNCH<br />
  92. 92. Thank you <br />Lauren DeLong<br /><br />Private | Trusted | Relevant<br />207.752.7298<br /><br />