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Your
Relationship
Ecosystem
By Maria Sipka | CEO www.linqia.com

WEBINAR TO PAC MEMBERS | 1ST SEPTEMBER 2009



How busine...
Communities are
rarely used for direct
selling…



                   Source: http://www.flickr.com/photos/kraskland/34732...
.. but rather as a
relationship conduit
                   Source: http://www.flickr.com/photos/st-stev/153582206/
8 Community Types


   1.  Corporate Voice Community
   2.  User-Generated Content/ Micro Site Campaign
   3.  Enthusiasts...
The Numbers


   2,000+ social networks
   160 million communities
   1.6 billion people online
   950 million social netw...
See community tools
as means to liberate
your key stakeholders



                 Source: http://www.flickr.com/photos/ra...
Before               Now




     Communication
       Channel
                       Collaboration
                      ...
Which means the
rules have changed




              Source: http://www.flickr.com/photos/amandafarah/2465700760/
Take off your
marketing, PR,
advertising, sales,
market research…
hat for a moment

                Source: http://www.fli...
…and put yourself
into the shoes of your
key stakeholders



                 Source: http://www.flickr.com/photos/aeter/2...
A brief journey to…


Understand the role of
online communities in
your relationship
ecosystem
                      Sourc...
The Relationship Cycle

                                          Phase 1

                            Your
              ...
Phase #1

                        Your             Before you start…
                                         What are you...
Phase #2

                                      Paint a picture…
                       Your           What does success
 ...
Phase #3

                                        The community plan
                      Your              What is your ...
Phase #4

                                      Go get them!
                    Your              How are they
       Ret...
Phase #5

                                     Return on investment
                   Your              When do you know
...
Phase #6

                                         Don’t give up to early!
 Retention             Your              Keepin...
Keep in Mind Always…


   Transparency + Engagement +
   Consistency + Collaboration +
   Celebration + Simplicity +
   Me...
Contact Details


 TwiJer:          Maria Sipka 
                  Founder/ CEO 
 @mariasipka      www.linqia.com
        ...
Value Of Communities by Maria Sipka
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Value Of Communities by Maria Sipka

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How businesses leverage community tools to better connect with their key stakeholders.

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Value Of Communities by Maria Sipka

  1. 1. Your Relationship Ecosystem By Maria Sipka | CEO www.linqia.com WEBINAR TO PAC MEMBERS | 1ST SEPTEMBER 2009 How businesses leverage community tools to better connect with their key stakeholders
  2. 2. Communities are rarely used for direct selling… Source: http://www.flickr.com/photos/kraskland/3473214142/
  3. 3. .. but rather as a relationship conduit Source: http://www.flickr.com/photos/st-stev/153582206/
  4. 4. 8 Community Types 1.  Corporate Voice Community 2.  User-Generated Content/ Micro Site Campaign 3.  Enthusiasts Community 4.  Associations/ Subscribers Community 5.  Loyalty Community 6.  Innovation Community 7.  Peer Support Community 8.  Event Community Source: Awareness
  5. 5. The Numbers 2,000+ social networks 160 million communities 1.6 billion people online 950 million social network members 350 million community members
  6. 6. See community tools as means to liberate your key stakeholders Source: http://www.flickr.com/photos/rattodisabina/
  7. 7. Before Now Communication Channel Collaboration Channel
  8. 8. Which means the rules have changed Source: http://www.flickr.com/photos/amandafarah/2465700760/
  9. 9. Take off your marketing, PR, advertising, sales, market research… hat for a moment Source: http://www.flickr.com/photos/expressmonorail/2416243832/
  10. 10. …and put yourself into the shoes of your key stakeholders Source: http://www.flickr.com/photos/aeter/2604233315/
  11. 11. A brief journey to… Understand the role of online communities in your relationship ecosystem Source: http://www.flickr.com/photos/mondocardine/3778923153/
  12. 12. The Relationship Cycle Phase 1 Your Retention Offering Results/ Setting Pulse Check Objectives Acquisition/ Community Uptake Planning
  13. 13. Phase #1 Your Before you start… What are you thinking Retention Offering of offering? Is there really a need? Who are your key Results/ Setting stakeholders? Pulse Check Objectives How do they currently behave? Research Acquisition/ Community Validate Uptake Planning Crystalize
  14. 14. Phase #2 Paint a picture… Your What does success Retention Offering look like? Over what period of time? Results/ Setting How are they tied to Pulse Check your business goals? Objectives How and when will you measure success? Acquisition/ Community You can’t manage Uptake Planning what you don’t measure
  15. 15. Phase #3 The community plan Your What is your budget? Retention Offering What internal + external people will you need? Results/ Setting Build or white label? Pulse Check Objectives Where will you gather content? Can you source sponsors? Acquisition/ Uptake Community If you don’t have your Planning own plan you become a part of somebody elses
  16. 16. Phase #4 Go get them! Your How are they Retention Offering segmented? Where do they hang out? Results/ Setting How will you reach Pulse Check Objectives out to them? What’s are the different carrots you’ll offer? Acquisition/ Community Focused Planning Uptake Targeted Authentic
  17. 17. Phase #5 Return on investment Your When do you know Retention Offering you’ve achieved success? How does your Results/ Setting community fit into your stakeholders Pulse Check Objectives life? Formalized referral? Integrating your Acquisition/ Community CRM? Uptake Planning The proof is in the numbers
  18. 18. Phase #6 Don’t give up to early! Retention Your Keeping your Offering relationships engaged Deepening relationships Results/ Setting Loyalty initiatives? Pulse Check Objectives Evangelists Aim to distribute the workload by engaging your community Acquisition/ Community Uptake Planning
  19. 19. Keep in Mind Always… Transparency + Engagement + Consistency + Collaboration + Celebration + Simplicity + Measurement = Community
  20. 20. Contact Details TwiJer:   Maria Sipka  Founder/ CEO  @mariasipka   www.linqia.com www.themoderatorcommunity.com Tel: +34 626768788  maria.sipka@linqia.com   Barcelona | Geneva | Silicon Valley 

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