Capturing Community (Michael Silverman, Duo Consulting)

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Slides from Michael Silverman, Founder & CEO of Duo Consulting. Presented at the 2012 Drupal Business Summits in Toronto, Chicago & NYC.
www.duoconsulting.com
www.drupalbusinesssummit.com

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Capturing Community (Michael Silverman, Duo Consulting)

  1. 1. Capturing CommunityHow to build, manage and market yourcommunity onlineby Michael SilvermanCEO Duo Consultingmsilverman@duoconsulting.com
  2. 2. Capturing CommunityHow to build, manage and market your Marketing/ Sales C A PTUR Icommunity online NG COM MUNI How to TY Build, M C A P TU anage a By Mich nd Mark ael Silve et Your Founde rman Online C ommun RIN G r & CEO Duo Co nsulting ity C O MM Online c ommun your tar ities bre ak throu UNIT Y get mar gh the m entrepre ket on a edia clu neurs c persona tter and an use l level. M engage create lo them to arketers ng-term drive us , manag online c value on er-gene ers, and ommun line. Wh rated co become ities cre en align ntent an s a tang ate a ve ed with d ible bus nue for your org iness as audienc anizatio set. e intera n, ction th at In Captu ri gives yo ng Community, u the to online c ols and Duo Consulting ommun te CEO Mic ities. Dra chniques requ wisdom of leadin wing fro ired to c hael Silverman g social m reate BY MI C media m his years of exp powerful arketers e , Micha rience and the in onlin el show e comm s you: unities. SILV E R H A EL online c ommun ity. MAN success . the com m promoti unity, from tec onal cha hnology nnels. toby Michael SilvermanCEO Duo Consultingmsilverman@duoconsulting.com
  3. 3. About.me
  4. 4. About.me
  5. 5. Social NetworkInformation flow is just a streamof comments from disparate sourcesFan pages or Groups sufferfrom an identity crises .Active management neededto encourage interactionand growth.
  6. 6. Social NetworkInformation flow is just a streamof comments from disparate sourcesFan pages or Groups sufferfrom an identity crises .Active management neededto encourage interactionand growth.
  7. 7. Facebook isn’t CommunityFans don’t have common interestsThey don’t participate on Facebook pagesIt’s a one-sided conversationNumbers are all that matterGimmicks drive the actionSource: http://www.convinceandconvert.com (http://s.tt/1baSC)
  8. 8. Facebook isn’t CommunityFans don’t have common interestsThey don’t participate on Facebook pagesIt’s a one-sided conversationNumbers are all that matterGimmicks drive the actionSource: http://www.convinceandconvert.com (http://s.tt/1baSC)
  9. 9. CommunityPeople connect around acommon interestIndividual or commoninterests?Make friends with strangers.
  10. 10. CommunityPeople connect around acommon interestIndividual or commoninterests?Make friends with strangers.
  11. 11. Get People Talking Conversations are central to online community Facilitate member communication Offer opinions and ask questions that requires members to share
  12. 12. Get People Talking Conversations are central to online community Facilitate member communication Offer opinions and ask questions that requires members to share
  13. 13. Audience Spectators Critics CreatorsSpectators“lurkers”(read but don’t comment)Critics commentCreators Contribute
  14. 14. Audience Spectators Critics CreatorsSpectators“lurkers”(read but don’t comment)Critics commentCreators Contribute
  15. 15. Types
  16. 16. TypesLocationActivity-basedDemographicGoal-orientedBrand-sponsoredTech Support
  17. 17. Location
  18. 18. Location
  19. 19. Activity-Based
  20. 20. Activity-BasedBuilt In Chicago is a resource for ‘digital professionalsworking to build great web and mobile businesses.Activity-Based mission to connect, educate andpromote the growing digital community in Chicago.
  21. 21. Activity-based
  22. 22. Demographic
  23. 23. AssociationsUnite around a common purposeA place to continue the conversation,promote events, content for members.Where does your community live?Check out, blogrolls, and influencers.
  24. 24. AssociationsUnite around a common purposeA place to continue the conversation,promote events, content for members.Where does your community live?Check out, blogrolls, and influencers.
  25. 25. Goal-Oriented
  26. 26. Brand Sponsored
  27. 27. Brand Sponsored
  28. 28. Tech Support User-Communites that provide tech support can be of tremendous benefit to companies
  29. 29. Tech Support User-Communites that provide tech support can be of tremendous benefit to companies
  30. 30. Symantec Connect
  31. 31. Incentive SystemsFirst you understand yourmember’s motivationsThen provide incentives andcreate barriers to entry
  32. 32. Incentive SystemsFirst you understand yourmember’s motivationsThen provide incentives andcreate barriers to entry
  33. 33. Badges
  34. 34. Badges
  35. 35. Engagement
  36. 36. Monitization Advertising & Sponsorships Premium Content Brokering & Commissions Personal Opportunities
  37. 37. Monitization Advertising & Sponsorships Premium Content Brokering & Commissions Personal Opportunities
  38. 38. Take-AwaysStand for something - that peoplewant to feel a member of.Attract visitors with content -who stay for the community.Act as a catalyst. Sign up in stages. Get People Talking.Photos and video are elements of engagement
  39. 39. Take-AwaysStand for something - that peoplewant to feel a member of.Attract visitors with content -who stay for the community.Act as a catalyst. Sign up in stages. Get People Talking.Photos and video are elements of engagement
  40. 40. 20 W Kinzie, Suite 1510 Chicago, 60654 -msilverman@duoconsulting.com@MSilvermanDuo - 312-529-3000
  41. 41. Community ManagementYour job is to act as a catalystEncourage engagement, recruit membersand organize groupsSeed your community withmembers and contentStand back and listen -Get people talking
  42. 42. Community ManagementYour job is to act as a catalystEncourage engagement, recruit membersand organize groupsSeed your community withmembers and contentStand back and listen -Get people talking
  43. 43. Social GraphMake it easy to sign up -Login with Facebook,Twitter or LinkedInFind your socialconnectionsCreate surveys andpolls to promoteconversation, feebackforms and FAQs for support
  44. 44. Social GraphMake it easy to sign up -Login with Facebook,Twitter or LinkedInFind your socialconnectionsCreate surveys andpolls to promoteconversation, feebackforms and FAQs for support
  45. 45. Goal-Oriented
  46. 46. Tech Support

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