Successfully reported this slideshow.

SocialFresh 2015: Power of Community Building workshop

2

Share

Loading in …3
×
1 of 124
1 of 124

SocialFresh 2015: Power of Community Building workshop

2

Share

Download to read offline

Description

Slides from the Power of Community Building workshop from Matthew Knell, Savannah Peterson, and Matt Singley from SocialFresh 2015, September 2015.

Transcript

  1. 1. POWER OF COMMUNITY BUILDING Presenters Matt Knell, About.com, @matthewknell Savannah Peterson, Speck Design, @savissavvy Matt Singley, singley + mackie, @mattsingley
  2. 2. Why are YOU here? COMMUNITY BUILDING
  3. 3. What is community? COMMUNITY BUILDING
  4. 4. Com•mun•it•y [kuh-myoo-ni-tee] n. 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 - via Dictionary.com COMMUNITY BUILDING
  5. 5. WHAT MOTIVATES PEOPLE? COMMUNITY BUILDING MASLOW'S HIERARCHY OF NEEDS, 1943: https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
  6. 6. GOOD COMMUNITIES... COMMUNITY BUILDING
  7. 7. A place (real or virtual) where people gather to share thoughts about something. Where people make connections, in ways that are good and bad. Greater than the sum of it’s individuals A living, breathing thing COMMUNITY IS... COMMUNITY BUILDING
  8. 8. “A community is like a ship; everyone ought to be prepared to take the helm.” — Henrik Ibsen, “A Enemy of The People”, 1882 COMMUNITY BUILDING
  9. 9. “Your Facebook Page” The cesspool of the Internet A problem to be solved A place to sell people things (unless they’ve explicitly stated that it’s ok) COMMUNITY IS NOT... COMMUNITY BUILDING
  10. 10. “I’ve got a great community over on my Facebook page.” — Unnamed social marketer COMMUNITY BUILDING
  11. 11. Build people up Tear people down Help people Hurt people Drive genuine change COMMUNITY CAN... COMMUNITY BUILDING
  12. 12. Anywhere where people are given a voice. In places you least expect In places you don’t necessarily want it to exist. COMMUNITY CAN EXIST... COMMUNITY BUILDING
  13. 13. “We cannot seek achievement for ourselves and forget about progress and prosperity for our community... Our ambitions must be broad enough to include the aspirations and needs of others, for their sakes and for our own.” — Cesar Chavez COMMUNITY BUILDING
  14. 14. Today. COMMUNITY BUILDING
  15. 15. Why create a community? What kinds of communities are there? What are some of the risks with community? How can you get started with community? How can you keep your community healthy? What community platforms exist for you to build with? TODAY’S KEY THEMES COMMUNITY BUILDING
  16. 16. Why build a community? It’s hard but #FeelsMatter COMMUNITY BUILDING
  17. 17. • Community helps you build something even greater than what you set out to do • Let the community shape your product, this will empower their evangelism • Overcoming obstacles is an emotional journey You Can Do It! (Together)
  18. 18. Your community is your first defensible asset. n. Frankly, without community, your product/brand is nothing. COMMUNITY BUILDING
  19. 19. Community is your brand’s heartbeat. Your community managers read the pulse best. Community can be the unicorn you ride into the sunset. Go along for the ride. Why Community First? COMMUNITY BUILDING
  20. 20. “Pay your community managers like you pay your developers.” — Anil Dash, next to me at dinner one time COMMUNITY BUILDING
  21. 21. COMMUNITY BUILDING #Shapeways Roadtrip
  22. 22. What kinds of communities are there? COMMUNITY BUILDING
  23. 23. PURPOSE MATTERS COMMUNITY BUILDING
  24. 24. Different kinds of communities have different goals, issues, risks, rewards and motivations, and ways of offering feedback. But above all, communities need to have a sense of purpose to grow and succeed. Important: The purpose of a community can evolve from the one of its creator to one based on the desires of its members. WHY DOES IT MATTER? COMMUNITY BUILDING
  25. 25. • Lifestyle Communities • Creator Communities • Superfan Communities • Support Communities • Professional Communities • Commenter Communities • IRL Communities TYPES OF COMMUNITIES COMMUNITY BUILDING
  26. 26. Unifier: Shared cultural, physical, emotional, or location based attributes. Core purpose: Validation, advice and support. Two things to look out for: 1. Keeping the conversations on topic. 2. Allowing for varied opinions. LIFESTYLE COMMUNITIES COMMUNITY BUILDING
  27. 27. COMMUNITY BUILDING AARP - http://community.aarp.co m
  28. 28. COMMUNITY BUILDING CafeMom- http://www.cafemom.co m
  29. 29. Unifier: People who are users / advocates of a product or service. Core purpose: Sharing ideas and thoughts to make products, or make products better. Things to look out for: 1. Members who help others contribute. 2. Losing control of the general direction of progress. CREATOR COMMUNITIES COMMUNITY BUILDING
  30. 30. COMMUNITY BUILDING LEGO IDEAS - http://ideas.lego.com
  31. 31. COMMUNITY BUILDING UBUNTU - http://community.ubuntu.com
  32. 32. Unifier: Passion and fandom for a particular movie/fan/music band/product/concept. Core purpose: Facilitating this fandom! Two things to look out for: 1. People who dominate conversation and bully others. 2. Lifespan of fandom! SUPERFAN COMMUNITIES COMMUNITY BUILDING
  33. 33. COMMUNITY BUILDING SIMPSONS WIKIA - http://community.ubuntu.com
  34. 34. COMMUNITY BUILDING CRYSTAL PEPSI FB PAGE - https://www.facebook.com/BringBackCrystalPepsi
  35. 35. SUPPORT COMMUNITIES COMMUNITY BUILDING Unifier: People who need help with a product, service or concept. Core purpose: Getting users the answers they need to solve their problems. Two things to look out for: 1. What to do when their question can't be answered? 2. How much scale can you handle?
  36. 36. COMMUNITY BUILDING @JETBLUE ON TWITTER - http://twitter.com/jetblue
  37. 37. COMMUNITY BUILDING APPLE SUPPORT FORUM - http://support.apple.com
  38. 38. PROFESSIONAL COMMUNITIES COMMUNITY BUILDING Unifier: People who need help related to their industry, job or career. Core purpose: Helping users improve, advance or find a career. Two things to look out for: 1. How do you make their work look good? 2. Are people finding work or making successful connections?
  39. 39. COMMUNITY BUILDING BEHANCE - http://behance.net
  40. 40. COMMUNITY BUILDING CLOUDPEEPS - http://cloudpeeps.com
  41. 41. COMMUNITY BUILDING STACKOVERFLOW - http://www.stackoverflow.com
  42. 42. COMMENTER COMMUNITIES COMMUNITY BUILDING Unifier: People who comment on content from a particular site. Core purpose: Allowing users to feedback on content and offer their opinions. Two things to look out for: 1. Trolls. 2. Still trolls.
  43. 43. NYTIMES - http://www.nytimes.com
  44. 44. IRL COMMUNITIES COMMUNITY BUILDING Unifier: People who take their online connection offline and meet people in the real world! Core purpose: Allowing people to develop their relationships in person. Two things to look out for: 1. People’s personalities offline are very different than online. 2. Repeating the in-person opportunities can help drive the magic.
  45. 45. s GOOGLE LOCAL GUIDES – http://www.google.com/local/guides
  46. 46. MEETUP – http://www.meetup.com/cmmeetup
  47. 47. Which one suits your business best? COMMUNITY BUILDING
  48. 48. Risks and Rewards
  49. 49. THE BIG PAYOFF COMMUNITY BUILDING The best communities govern themselves. It is both terrifying and liberating.
  50. 50. RISKS COMMUNITY BUILDING • You aren’t empowered/enabled • The community knows more than you • Private communities form • You lose control
  51. 51. REWARDS COMMUNITY BUILDING • Be a hero (to the community and your boss) • Develop advocates • You don’t need to be in control
  52. 52. ABOUT INFLUENCERS COMMUNITY BUILDING Community members with big influence and high passion. Everybody wants them. It’s not that easy.
  53. 53. What and where is your community now? Figure out what you’re working with COMMUNITY BUILDING
  54. 54. “Who is your community talking to when they’re not talking to you?” — Savannah Peterson, in Matthew Knell’s class more than once COMMUNITY BUILDING
  55. 55. Community comes in all shapes and sizes – sometimes it’s easy to spot, and some you have to hunt for. COMMUNITY BUILDING
  56. 56. Create marketing personas through user research. Start with the people to whom your brand/product provide the most value to. Prepare to be delightfully wrong about who you thought would benefit from you the most. Target your community COMMUNITY BUILDING
  57. 57. Who to Invite
  58. 58. INVITE COMMUNITY BUILDING A good community leader develops environment. A great community leader develops advocates.
  59. 59. INVITE COMMUNITY BUILDING • Existing customers or fans • Outliers • Fans of the competition
  60. 60. HOW TO INVITE COMMUNITY BUILDING • Be distinctive • Make it easy • Care. Don’t just say it, show it • Incentivize
  61. 61. AFTER THE INVITE COMMUNITY BUILDING Step 1: Communicate and Enable Step 2: See Step 1
  62. 62. BUILDING ADVOCATES COMMUNITY BUILDING Influence Passion Influencer Advertiser Or Celebrity Potential Customers Community Advocates Trolls
  63. 63. How to get started with your community COMMUNITY BUILDING
  64. 64. • How important is community to my business? • What should a user get out of my community? • How and how much do I want my users to interact with each other and me? • What level of support can I offer? • How much should the conversation about my community be structured? • How much can I pay to support this process? KEY QUESTIONS TO ASK COMMUNITY BUILDING
  65. 65. HOST IT OR BORROW IT COMMUNITY BUILDING Factor to consider Host it yourself on your servers Host it with someone else Speed to market Slower Quicker Developer expertise Immediate to Expert None to Limited Design control Complete Limited User privacy / data concerns Your terms Governed by the platform Management Tools More customized Limited Cost Hosting + software Software
  66. 66. • Forums • Wikis • Customer support tools • Q&A tools • Blogs • Comments • Social Networks • Enterprise Social Platform TOP PLATFORMS COMMUNITY BUILDING
  67. 67. • Number of supported members • Users / bandwidth • Upload ability • User permission levels • Moderation controls • Version control KEY PLATFORM FEATURES COMMUNITY BUILDING
  68. 68. • Forums allow “threads” of conversation that are defined by the community and it’s moderators. • The most widely used type of community platform. Most useful for: • Topics that have a wide array of subtopics • Offering users maximum flexibility to subdivide conversations. Host it yourself: phpBB, Vanilla Forums, nodeBB, vBulletin Host it with someone else: ForumHost. ProBoards/Forums.net FORUMS COMMUNITY BUILDING
  69. 69. SLICKDEALS.NET – http://www.slickdeals.net
  70. 70. • Wikis allow collaborative editing of documents between multiple users. • Popular amongst fan sites and software and open-source development communities. Most useful for: • Communities with strong needs to document things. Host it yourself: MediaWiki, UserPress, WikiWikiWeb Host it with someone else: WikiSpaces, Wikia WIKIS COMMUNITY BUILDING
  71. 71. RASPBERRY PI - https://www.raspberrypi.org/documentation/setup/
  72. 72. • Support software focuses on managing issues with software or products. • Typically user to company without a lot of support from other users. Most useful for: • Communities that have products that need support. Host it yourself: Contact us forms Host it with someone else: Zendesk, Desk.com, FreshDesk SUPPORT SOFTWARE COMMUNITY BUILDING
  73. 73. SPROUT SOCIAL HELP CENTER via Zendesk
  74. 74. • Q&A software is a more structured community focused on answering user questions. • Often users to have users help each other. Most useful for: • Communities with strong reference needs for documentation. Host it yourself: Askbot, OSQA Host it with someone else: Get Satisfaction, Zendesk, AnswerHub Q&A SOFTWARE COMMUNITY BUILDING
  75. 75. ASK FEDORA - https://ask.fedoraproject.org
  76. 76. • Allow users to contribute long-form content written in an editorial or narrative style. Most useful for: • Communities with regular news and updates. • Communities with strong influencer voices. Host it yourself: WordPress, b2Evolution, Ghost Host it with someone else: WordPress, Blogger, Medium, Squarespace, Tumblr BLOGS COMMUNITY BUILDING
  77. 77. Cisco Diversity Blog - http://blogs.cisco.com/diversity/
  78. 78. • Allow users to contribute short-form content written in response to another piece of content. Most useful for: • Communities with active voices who are motivated to contribute by content. Host it yourself: WordPress Comments, Home built systems Host it with someone else: Livefyre, Disqus, Facebook Comments, Google+ Comments COMMENTS COMMUNITY BUILDING
  79. 79. WSJ - http://www.wsj.com
  80. 80. • Allows you to create content / engage with your company wherever they live. Most useful for: • Communities who have a widely distributed user base. Host it with someone else: Facebook, Twitter, Pinterest, Reddit, Instagram, YouTube, Vine SOCIAL NETWORKS COMMUNITY BUILDING
  81. 81. SOCIAL NETWORKS COMMUNITY BUILDING Network Best For Chance for brand content? Content lifespan per post? Engagement chance? Search Facebook Mass market Good Medium Good Poor Twitter Real-time Good Very Short Good Good Pinterest Visual topics Good Long Limited Good Reddit Niche topics Limited Medium Don't Good Instagram Photos / videos Good Short Good Improving YouTube Long-form Video Good Long Good Good Vine Youth Good Short Limited Limited
  82. 82. • Combine many of these platform into a single piece of software. Most useful for: • Large communities who want to offer more than one platform. Host it yourself: BuddyPress Host it with someone else: Jive Software, Confluence, Ning, Communifire ENTERPRISE SOCIAL NETWORKS COMMUNITY BUILDING
  83. 83. COMMUNIFIRE FOR ABOUT.COM
  84. 84. • Most platforms will allow you an email “welcome message” as part of user sign up. • Tailor the message to be as personal as possible. • Add links to “Getting started” and “Rules of the community” documentation. • Pair new members with old members who are moderators / leaders in your community, or community managers. • Be prepared to answer questions. • Keep an eye on them to see if they continue to contribute. NAILING THE WELCOME COMMUNITY BUILDING
  85. 85. Guidelines and Moderation
  86. 86. RULES COMMUNITY BUILDING When establishing community rules, be clear, be intentional and be quick to enforce them.
  87. 87. RULES COMMUNITY BUILDING • Establishing the Rules • Communicating the Rules • Enforcing the Rules
  88. 88. MODERATION COMMUNITY BUILDING • Know How Channels Function • Stay Consistent • Educate the C-Suite
  89. 89. MODERATION COMMUNITY BUILDING To block or not to block…that is the question. -Hamlet, Community Manager
  90. 90. MODERATION COMMUNITY BUILDING LevelofAbuse Likelihood to Re-Offend Actions to Take Block Engage Privately Engage Publicly Hide or Ignore
  91. 91. Community care and feeding Communities eat, sh*t and breed too. COMMUNITY BUILDING
  92. 92. COMMUNITY BUILDING
  93. 93. “Community Management is really f*cking personal; it’s about humans helping other humans.” — Savannah Peterson, on medium May 2015 COMMUNITY BUILDING
  94. 94. Community posts should be inspiring, educational and applicable. People want to learn and relate. COMMUNITY BUILDING
  95. 95. s
  96. 96. #SWPaws: Cutest downtime ever - Ecommerce platform affected on December 20th - 19 Hours of Downtime - No clear estimated time of repair for hours COMMUNITY BUILDING
  97. 97. COMMUNITY BUILDING
  98. 98. Community has $$ value. The ROI is their continued evangelism and return business. COMMUNITY BUILDING
  99. 99. People who fully leverage your brand have 50x the lifetime value of those who don’t. Your VIPs are worth investing in. COMMUNITY BUILDING
  100. 100. NPS is a reasonable indicator and satiates the data-heads at work. Track the un-trackable by defining your own sentiment scale in addition to those provided by platforms. Remember that case studies have value too. Defining Feelings COMMUNITY BUILDING
  101. 101. • IRL Activations • Community Showcases • Strategic Geo- targeting •Forum Management •Educational Content •Newsletter/Blog •Customer Support •Brand Exposure •Community Amplification •Marketing •Evangelist Empowerment •Niche Identification Community Outreach Social Media Event Planning Core Engagement Sample Team
  102. 102. COMMUNITY BUILDING
  103. 103. You think you know but you have no idea. Adapt. Your community should generate a significant amount of your content. Aim for at least 50/50. Ask your community what drives them. For many, recognition and visibility through your brand is inspiring. Community driven content COMMUNITY BUILDING
  104. 104. Common Pitfalls (CHC and CYA)
  105. 105. THRIVE AND SURVIVE COMMUNITY BUILDING Create healthy communities and cover your ass.
  106. 106. THRIVE COMMUNITY BUILDING • Be patient. Healthy communities take time to develop • Be giving. Enable your community • Be generous. Reward your users
  107. 107. SURVIVE COMMUNITY BUILDING • Know how to measure it • Keep your legal team in-the- know • Educate your boss…gently • Don’t take it personally. “It” is the horrible stuff you will read
  108. 108. REMEMBER…
  109. 109. Your Community is ALIVE COMMUNITY BUILDING
  110. 110. Your Community is SMART COMMUNITY BUILDING
  111. 111. Your Community is FUN COMMUNITY BUILDING
  112. 112. Drink Your Own Kool-Aid COMMUNITY BUILDING
  113. 113. • Matthew Knell, @matthewknell • Savannah Peterson, @savissavvy • Matt Singley, @mattsingley Thank you! COMMUNITY BUILDING
  114. 114. Appendix: Some of our favorite community tools COMMUNITY BUILDING
  115. 115. • Buffer* • Edgar • Oktopost • Sprout Social • Tweetdeck* (Twitter only) • Viraltag (Pinterest) • Tailwind (Pinterest) SOCIAL PUBLISHING TOOLS COMMUNITY BUILDING * Offers free version
  116. 116. • SocialMention* • Topsy* • Google Alerts • Mention • Sysomos • Crimson Hexagon SOCIAL LISTENING TOOLS COMMUNITY BUILDING * Offers free version
  117. 117. • Sparkcentral • Sleek • Sprout Social • Tweetdeck* (Twitter only) • Zendesk SOCIAL ENGAGEMENT TOOLS COMMUNITY BUILDING * Offers free version
  118. 118. • Trello* • Asana* • CoSchedule (for WordPress blogs)* • Slack* • Hipchat* • Confluence TEAM PLANNING / TASKING TOOLS COMMUNITY BUILDING * Offers free version
  119. 119. • IFTTT by IF* • Zapier* AUTOMATION TOOLS COMMUNITY BUILDING * Offers free version
  120. 120. • Simply Measured • Quintly • Google Analytics (real-time) • Parse.ly • Chartbeat • Bit.ly • SimilarWeb SOCIAL ANALYTICS COMMUNITY BUILDING * Offers free version
  121. 121. • BuzzSumo • FollowerWonk (from Moz) • PeerIndex • Bambu (from Sprout Social) INFLUENCER TOOLS COMMUNITY BUILDING * Offers free version
  122. 122. • Canva* • Picmonkey* • GIPHY CAM* • Pixelmator (for Mac OS / iOS Only) IMAGE TOOLS COMMUNITY BUILDING * Offers free version

Description

Slides from the Power of Community Building workshop from Matthew Knell, Savannah Peterson, and Matt Singley from SocialFresh 2015, September 2015.

Transcript

  1. 1. POWER OF COMMUNITY BUILDING Presenters Matt Knell, About.com, @matthewknell Savannah Peterson, Speck Design, @savissavvy Matt Singley, singley + mackie, @mattsingley
  2. 2. Why are YOU here? COMMUNITY BUILDING
  3. 3. What is community? COMMUNITY BUILDING
  4. 4. Com•mun•it•y [kuh-myoo-ni-tee] n. 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 - via Dictionary.com COMMUNITY BUILDING
  5. 5. WHAT MOTIVATES PEOPLE? COMMUNITY BUILDING MASLOW'S HIERARCHY OF NEEDS, 1943: https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
  6. 6. GOOD COMMUNITIES... COMMUNITY BUILDING
  7. 7. A place (real or virtual) where people gather to share thoughts about something. Where people make connections, in ways that are good and bad. Greater than the sum of it’s individuals A living, breathing thing COMMUNITY IS... COMMUNITY BUILDING
  8. 8. “A community is like a ship; everyone ought to be prepared to take the helm.” — Henrik Ibsen, “A Enemy of The People”, 1882 COMMUNITY BUILDING
  9. 9. “Your Facebook Page” The cesspool of the Internet A problem to be solved A place to sell people things (unless they’ve explicitly stated that it’s ok) COMMUNITY IS NOT... COMMUNITY BUILDING
  10. 10. “I’ve got a great community over on my Facebook page.” — Unnamed social marketer COMMUNITY BUILDING
  11. 11. Build people up Tear people down Help people Hurt people Drive genuine change COMMUNITY CAN... COMMUNITY BUILDING
  12. 12. Anywhere where people are given a voice. In places you least expect In places you don’t necessarily want it to exist. COMMUNITY CAN EXIST... COMMUNITY BUILDING
  13. 13. “We cannot seek achievement for ourselves and forget about progress and prosperity for our community... Our ambitions must be broad enough to include the aspirations and needs of others, for their sakes and for our own.” — Cesar Chavez COMMUNITY BUILDING
  14. 14. Today. COMMUNITY BUILDING
  15. 15. Why create a community? What kinds of communities are there? What are some of the risks with community? How can you get started with community? How can you keep your community healthy? What community platforms exist for you to build with? TODAY’S KEY THEMES COMMUNITY BUILDING
  16. 16. Why build a community? It’s hard but #FeelsMatter COMMUNITY BUILDING
  17. 17. • Community helps you build something even greater than what you set out to do • Let the community shape your product, this will empower their evangelism • Overcoming obstacles is an emotional journey You Can Do It! (Together)
  18. 18. Your community is your first defensible asset. n. Frankly, without community, your product/brand is nothing. COMMUNITY BUILDING
  19. 19. Community is your brand’s heartbeat. Your community managers read the pulse best. Community can be the unicorn you ride into the sunset. Go along for the ride. Why Community First? COMMUNITY BUILDING
  20. 20. “Pay your community managers like you pay your developers.” — Anil Dash, next to me at dinner one time COMMUNITY BUILDING
  21. 21. COMMUNITY BUILDING #Shapeways Roadtrip
  22. 22. What kinds of communities are there? COMMUNITY BUILDING
  23. 23. PURPOSE MATTERS COMMUNITY BUILDING
  24. 24. Different kinds of communities have different goals, issues, risks, rewards and motivations, and ways of offering feedback. But above all, communities need to have a sense of purpose to grow and succeed. Important: The purpose of a community can evolve from the one of its creator to one based on the desires of its members. WHY DOES IT MATTER? COMMUNITY BUILDING
  25. 25. • Lifestyle Communities • Creator Communities • Superfan Communities • Support Communities • Professional Communities • Commenter Communities • IRL Communities TYPES OF COMMUNITIES COMMUNITY BUILDING
  26. 26. Unifier: Shared cultural, physical, emotional, or location based attributes. Core purpose: Validation, advice and support. Two things to look out for: 1. Keeping the conversations on topic. 2. Allowing for varied opinions. LIFESTYLE COMMUNITIES COMMUNITY BUILDING
  27. 27. COMMUNITY BUILDING AARP - http://community.aarp.co m
  28. 28. COMMUNITY BUILDING CafeMom- http://www.cafemom.co m
  29. 29. Unifier: People who are users / advocates of a product or service. Core purpose: Sharing ideas and thoughts to make products, or make products better. Things to look out for: 1. Members who help others contribute. 2. Losing control of the general direction of progress. CREATOR COMMUNITIES COMMUNITY BUILDING
  30. 30. COMMUNITY BUILDING LEGO IDEAS - http://ideas.lego.com
  31. 31. COMMUNITY BUILDING UBUNTU - http://community.ubuntu.com
  32. 32. Unifier: Passion and fandom for a particular movie/fan/music band/product/concept. Core purpose: Facilitating this fandom! Two things to look out for: 1. People who dominate conversation and bully others. 2. Lifespan of fandom! SUPERFAN COMMUNITIES COMMUNITY BUILDING
  33. 33. COMMUNITY BUILDING SIMPSONS WIKIA - http://community.ubuntu.com
  34. 34. COMMUNITY BUILDING CRYSTAL PEPSI FB PAGE - https://www.facebook.com/BringBackCrystalPepsi
  35. 35. SUPPORT COMMUNITIES COMMUNITY BUILDING Unifier: People who need help with a product, service or concept. Core purpose: Getting users the answers they need to solve their problems. Two things to look out for: 1. What to do when their question can't be answered? 2. How much scale can you handle?
  36. 36. COMMUNITY BUILDING @JETBLUE ON TWITTER - http://twitter.com/jetblue
  37. 37. COMMUNITY BUILDING APPLE SUPPORT FORUM - http://support.apple.com
  38. 38. PROFESSIONAL COMMUNITIES COMMUNITY BUILDING Unifier: People who need help related to their industry, job or career. Core purpose: Helping users improve, advance or find a career. Two things to look out for: 1. How do you make their work look good? 2. Are people finding work or making successful connections?
  39. 39. COMMUNITY BUILDING BEHANCE - http://behance.net
  40. 40. COMMUNITY BUILDING CLOUDPEEPS - http://cloudpeeps.com
  41. 41. COMMUNITY BUILDING STACKOVERFLOW - http://www.stackoverflow.com
  42. 42. COMMENTER COMMUNITIES COMMUNITY BUILDING Unifier: People who comment on content from a particular site. Core purpose: Allowing users to feedback on content and offer their opinions. Two things to look out for: 1. Trolls. 2. Still trolls.
  43. 43. NYTIMES - http://www.nytimes.com
  44. 44. IRL COMMUNITIES COMMUNITY BUILDING Unifier: People who take their online connection offline and meet people in the real world! Core purpose: Allowing people to develop their relationships in person. Two things to look out for: 1. People’s personalities offline are very different than online. 2. Repeating the in-person opportunities can help drive the magic.
  45. 45. s GOOGLE LOCAL GUIDES – http://www.google.com/local/guides
  46. 46. MEETUP – http://www.meetup.com/cmmeetup
  47. 47. Which one suits your business best? COMMUNITY BUILDING
  48. 48. Risks and Rewards
  49. 49. THE BIG PAYOFF COMMUNITY BUILDING The best communities govern themselves. It is both terrifying and liberating.
  50. 50. RISKS COMMUNITY BUILDING • You aren’t empowered/enabled • The community knows more than you • Private communities form • You lose control
  51. 51. REWARDS COMMUNITY BUILDING • Be a hero (to the community and your boss) • Develop advocates • You don’t need to be in control
  52. 52. ABOUT INFLUENCERS COMMUNITY BUILDING Community members with big influence and high passion. Everybody wants them. It’s not that easy.
  53. 53. What and where is your community now? Figure out what you’re working with COMMUNITY BUILDING
  54. 54. “Who is your community talking to when they’re not talking to you?” — Savannah Peterson, in Matthew Knell’s class more than once COMMUNITY BUILDING
  55. 55. Community comes in all shapes and sizes – sometimes it’s easy to spot, and some you have to hunt for. COMMUNITY BUILDING
  56. 56. Create marketing personas through user research. Start with the people to whom your brand/product provide the most value to. Prepare to be delightfully wrong about who you thought would benefit from you the most. Target your community COMMUNITY BUILDING
  57. 57. Who to Invite
  58. 58. INVITE COMMUNITY BUILDING A good community leader develops environment. A great community leader develops advocates.
  59. 59. INVITE COMMUNITY BUILDING • Existing customers or fans • Outliers • Fans of the competition
  60. 60. HOW TO INVITE COMMUNITY BUILDING • Be distinctive • Make it easy • Care. Don’t just say it, show it • Incentivize
  61. 61. AFTER THE INVITE COMMUNITY BUILDING Step 1: Communicate and Enable Step 2: See Step 1
  62. 62. BUILDING ADVOCATES COMMUNITY BUILDING Influence Passion Influencer Advertiser Or Celebrity Potential Customers Community Advocates Trolls
  63. 63. How to get started with your community COMMUNITY BUILDING
  64. 64. • How important is community to my business? • What should a user get out of my community? • How and how much do I want my users to interact with each other and me? • What level of support can I offer? • How much should the conversation about my community be structured? • How much can I pay to support this process? KEY QUESTIONS TO ASK COMMUNITY BUILDING
  65. 65. HOST IT OR BORROW IT COMMUNITY BUILDING Factor to consider Host it yourself on your servers Host it with someone else Speed to market Slower Quicker Developer expertise Immediate to Expert None to Limited Design control Complete Limited User privacy / data concerns Your terms Governed by the platform Management Tools More customized Limited Cost Hosting + software Software
  66. 66. • Forums • Wikis • Customer support tools • Q&A tools • Blogs • Comments • Social Networks • Enterprise Social Platform TOP PLATFORMS COMMUNITY BUILDING
  67. 67. • Number of supported members • Users / bandwidth • Upload ability • User permission levels • Moderation controls • Version control KEY PLATFORM FEATURES COMMUNITY BUILDING
  68. 68. • Forums allow “threads” of conversation that are defined by the community and it’s moderators. • The most widely used type of community platform. Most useful for: • Topics that have a wide array of subtopics • Offering users maximum flexibility to subdivide conversations. Host it yourself: phpBB, Vanilla Forums, nodeBB, vBulletin Host it with someone else: ForumHost. ProBoards/Forums.net FORUMS COMMUNITY BUILDING
  69. 69. SLICKDEALS.NET – http://www.slickdeals.net
  70. 70. • Wikis allow collaborative editing of documents between multiple users. • Popular amongst fan sites and software and open-source development communities. Most useful for: • Communities with strong needs to document things. Host it yourself: MediaWiki, UserPress, WikiWikiWeb Host it with someone else: WikiSpaces, Wikia WIKIS COMMUNITY BUILDING
  71. 71. RASPBERRY PI - https://www.raspberrypi.org/documentation/setup/
  72. 72. • Support software focuses on managing issues with software or products. • Typically user to company without a lot of support from other users. Most useful for: • Communities that have products that need support. Host it yourself: Contact us forms Host it with someone else: Zendesk, Desk.com, FreshDesk SUPPORT SOFTWARE COMMUNITY BUILDING
  73. 73. SPROUT SOCIAL HELP CENTER via Zendesk
  74. 74. • Q&A software is a more structured community focused on answering user questions. • Often users to have users help each other. Most useful for: • Communities with strong reference needs for documentation. Host it yourself: Askbot, OSQA Host it with someone else: Get Satisfaction, Zendesk, AnswerHub Q&A SOFTWARE COMMUNITY BUILDING
  75. 75. ASK FEDORA - https://ask.fedoraproject.org
  76. 76. • Allow users to contribute long-form content written in an editorial or narrative style. Most useful for: • Communities with regular news and updates. • Communities with strong influencer voices. Host it yourself: WordPress, b2Evolution, Ghost Host it with someone else: WordPress, Blogger, Medium, Squarespace, Tumblr BLOGS COMMUNITY BUILDING
  77. 77. Cisco Diversity Blog - http://blogs.cisco.com/diversity/
  78. 78. • Allow users to contribute short-form content written in response to another piece of content. Most useful for: • Communities with active voices who are motivated to contribute by content. Host it yourself: WordPress Comments, Home built systems Host it with someone else: Livefyre, Disqus, Facebook Comments, Google+ Comments COMMENTS COMMUNITY BUILDING
  79. 79. WSJ - http://www.wsj.com
  80. 80. • Allows you to create content / engage with your company wherever they live. Most useful for: • Communities who have a widely distributed user base. Host it with someone else: Facebook, Twitter, Pinterest, Reddit, Instagram, YouTube, Vine SOCIAL NETWORKS COMMUNITY BUILDING
  81. 81. SOCIAL NETWORKS COMMUNITY BUILDING Network Best For Chance for brand content? Content lifespan per post? Engagement chance? Search Facebook Mass market Good Medium Good Poor Twitter Real-time Good Very Short Good Good Pinterest Visual topics Good Long Limited Good Reddit Niche topics Limited Medium Don't Good Instagram Photos / videos Good Short Good Improving YouTube Long-form Video Good Long Good Good Vine Youth Good Short Limited Limited
  82. 82. • Combine many of these platform into a single piece of software. Most useful for: • Large communities who want to offer more than one platform. Host it yourself: BuddyPress Host it with someone else: Jive Software, Confluence, Ning, Communifire ENTERPRISE SOCIAL NETWORKS COMMUNITY BUILDING
  83. 83. COMMUNIFIRE FOR ABOUT.COM
  84. 84. • Most platforms will allow you an email “welcome message” as part of user sign up. • Tailor the message to be as personal as possible. • Add links to “Getting started” and “Rules of the community” documentation. • Pair new members with old members who are moderators / leaders in your community, or community managers. • Be prepared to answer questions. • Keep an eye on them to see if they continue to contribute. NAILING THE WELCOME COMMUNITY BUILDING
  85. 85. Guidelines and Moderation
  86. 86. RULES COMMUNITY BUILDING When establishing community rules, be clear, be intentional and be quick to enforce them.
  87. 87. RULES COMMUNITY BUILDING • Establishing the Rules • Communicating the Rules • Enforcing the Rules
  88. 88. MODERATION COMMUNITY BUILDING • Know How Channels Function • Stay Consistent • Educate the C-Suite
  89. 89. MODERATION COMMUNITY BUILDING To block or not to block…that is the question. -Hamlet, Community Manager
  90. 90. MODERATION COMMUNITY BUILDING LevelofAbuse Likelihood to Re-Offend Actions to Take Block Engage Privately Engage Publicly Hide or Ignore
  91. 91. Community care and feeding Communities eat, sh*t and breed too. COMMUNITY BUILDING
  92. 92. COMMUNITY BUILDING
  93. 93. “Community Management is really f*cking personal; it’s about humans helping other humans.” — Savannah Peterson, on medium May 2015 COMMUNITY BUILDING
  94. 94. Community posts should be inspiring, educational and applicable. People want to learn and relate. COMMUNITY BUILDING
  95. 95. s
  96. 96. #SWPaws: Cutest downtime ever - Ecommerce platform affected on December 20th - 19 Hours of Downtime - No clear estimated time of repair for hours COMMUNITY BUILDING
  97. 97. COMMUNITY BUILDING
  98. 98. Community has $$ value. The ROI is their continued evangelism and return business. COMMUNITY BUILDING
  99. 99. People who fully leverage your brand have 50x the lifetime value of those who don’t. Your VIPs are worth investing in. COMMUNITY BUILDING
  100. 100. NPS is a reasonable indicator and satiates the data-heads at work. Track the un-trackable by defining your own sentiment scale in addition to those provided by platforms. Remember that case studies have value too. Defining Feelings COMMUNITY BUILDING
  101. 101. • IRL Activations • Community Showcases • Strategic Geo- targeting •Forum Management •Educational Content •Newsletter/Blog •Customer Support •Brand Exposure •Community Amplification •Marketing •Evangelist Empowerment •Niche Identification Community Outreach Social Media Event Planning Core Engagement Sample Team
  102. 102. COMMUNITY BUILDING
  103. 103. You think you know but you have no idea. Adapt. Your community should generate a significant amount of your content. Aim for at least 50/50. Ask your community what drives them. For many, recognition and visibility through your brand is inspiring. Community driven content COMMUNITY BUILDING
  104. 104. Common Pitfalls (CHC and CYA)
  105. 105. THRIVE AND SURVIVE COMMUNITY BUILDING Create healthy communities and cover your ass.
  106. 106. THRIVE COMMUNITY BUILDING • Be patient. Healthy communities take time to develop • Be giving. Enable your community • Be generous. Reward your users
  107. 107. SURVIVE COMMUNITY BUILDING • Know how to measure it • Keep your legal team in-the- know • Educate your boss…gently • Don’t take it personally. “It” is the horrible stuff you will read
  108. 108. REMEMBER…
  109. 109. Your Community is ALIVE COMMUNITY BUILDING
  110. 110. Your Community is SMART COMMUNITY BUILDING
  111. 111. Your Community is FUN COMMUNITY BUILDING
  112. 112. Drink Your Own Kool-Aid COMMUNITY BUILDING
  113. 113. • Matthew Knell, @matthewknell • Savannah Peterson, @savissavvy • Matt Singley, @mattsingley Thank you! COMMUNITY BUILDING
  114. 114. Appendix: Some of our favorite community tools COMMUNITY BUILDING
  115. 115. • Buffer* • Edgar • Oktopost • Sprout Social • Tweetdeck* (Twitter only) • Viraltag (Pinterest) • Tailwind (Pinterest) SOCIAL PUBLISHING TOOLS COMMUNITY BUILDING * Offers free version
  116. 116. • SocialMention* • Topsy* • Google Alerts • Mention • Sysomos • Crimson Hexagon SOCIAL LISTENING TOOLS COMMUNITY BUILDING * Offers free version
  117. 117. • Sparkcentral • Sleek • Sprout Social • Tweetdeck* (Twitter only) • Zendesk SOCIAL ENGAGEMENT TOOLS COMMUNITY BUILDING * Offers free version
  118. 118. • Trello* • Asana* • CoSchedule (for WordPress blogs)* • Slack* • Hipchat* • Confluence TEAM PLANNING / TASKING TOOLS COMMUNITY BUILDING * Offers free version
  119. 119. • IFTTT by IF* • Zapier* AUTOMATION TOOLS COMMUNITY BUILDING * Offers free version
  120. 120. • Simply Measured • Quintly • Google Analytics (real-time) • Parse.ly • Chartbeat • Bit.ly • SimilarWeb SOCIAL ANALYTICS COMMUNITY BUILDING * Offers free version
  121. 121. • BuzzSumo • FollowerWonk (from Moz) • PeerIndex • Bambu (from Sprout Social) INFLUENCER TOOLS COMMUNITY BUILDING * Offers free version
  122. 122. • Canva* • Picmonkey* • GIPHY CAM* • Pixelmator (for Mac OS / iOS Only) IMAGE TOOLS COMMUNITY BUILDING * Offers free version

More Related Content

Related Books

Free with a 30 day trial from Scribd

See all

×