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Online Communities: what works, and what doesn't.

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Online Communities: what works, and what doesn't.

  1. Online communities What works and what doesn’t?
  2. Hi! My name is Bart
  3. Ik work at web agency Netlash ... and a few other companies:
  4. This is my son Kobe
  5. I’m passionate about coffee
  6. You can find me here: www.ondernemeringent.be www.netlash.com www.talkingheads.be www.kobedewaele.be www.kopjekoffie.be www.twitter.com/netlash (Yes, that’s a lot of www’s)
  7. Online Communities What works and what doesn’t ?
  8. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  9. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  10. 1. What is a community? Examples?
  11. 1. What is a community? Blog
  12. 1. What is a community? Blog Forum
  13. 1. What is a community? Blog Forum Chatroom
  14. 1. What is a community? Blog Forum Chatroom Drupal
  15. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter
  16. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning
  17. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning Own community site
  18. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning Own community site ...
  19. 1. What is a community?
  20. 1. What is a community? Does anyone actually have a definition?
  21. 1. What is a community? Online community = A virtual place where people with similar characteristics meet on a regular basis.
  22. 1. What is a community? Why? - strenghten your brand - CRM - SEO - Ads (€) - because others do it...
  23. 1. What is a community? Why? - add value for your users
  24. 1. What is a community? Determine your own goals!
  25. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  26. 2. Success of a community Success = number of members x content (interaction)
  27. 2. Success of a community
  28. 2. Success of a community Piramid 1 10 100 1000
  29. 2. Success of a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  30. 2. Success of a community Success = number of members x content (interaction)
  31. 2. Success of a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  32. 2. Success of a community External signs of succes ‘sense of ownership’ shared history rituals
  33. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  34. 3. Building a community What does it take?
  35. 3. Building a community How much money does it take?
  36. 3. Building a community none to a lot €
  37. 3. Building a community none to a lot € - free: Wordpress, Drupal, Ning, Twitter, Facebook... - paying: Wordpress, Drupal, Facebook... - bespoke (see www.abconcerts.be)
  38. 3. Building a community Your own platform or an existing social network?
  39. 3. Building a community You wouldn’t interrupt a conversation on a phone - why would you do it in a social network?
  40. 3. Building a community Your own platform or an existing social network? Both are viable. Ideal: mix of both.
  41. 3. Building a community Always keep in mind...
  42. 3. Building a community Always keep in mind... 1. Total cost of ownership 2. Your own goals
  43. 3. Building a community Total cost of ownership - extensible / integration? - hosting cost! - maintainablity (moderation)
  44. 3. Building a community Your own goals - on your own territory, or on someone elses? - integration CRM - cost over lifetime
  45. 3. Building a community Tip! Start small, grow, evolve.
  46. 3. Building a community Tip! Start small, grow, evolve. Learn while you grow.
  47. 3. Building a community Just start building
  48. 3. Building a community Critical success factors: usability user experience
  49. 3. Building a community Critical success factors: usability = IA + interface design + code user experience = usability + design + content
  50. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  51. 4. Launch a community Launch!
  52. 4. Launch a community
  53. 4. Launch a community Before launching: members content
  54. 4. Launch a community Roll model Your first members and your first content are roll models. Others will copy these paterns.
  55. 4. Launch a community Beta phase - collegues - friends - powerusers ... build slowly
  56. 4. Launch a community Launch!
  57. 4. Launch a community 5 tips for launching
  58. 4. Launch a community 1. Welcome new members Cfr. Flickr: “You have to welcome your first 10.000 users personally”
  59. 4. Launch a community 2. Be present yourself Members can sense your reaction speed. Lead by example!
  60. 4. Launch a community 3. New content Publish your own content. Have a stack of content ready!
  61. 4. Launch a community 4. Roll model Guard the behaviour of your first members. Guard the quality of your first content.
  62. 4. Launch a community 5. Reward ‘acknowledge’ React positively on good content.
  63. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  64. 5. Maintain a community
  65. 5. Maintain a community Remember?
  66. 5. Maintain a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  67. 5. Maintain a community 1. From ‘stranger’ to ‘lurker’ - SEO - widgets! - other communities - old media - ‘viral’
  68. 5. Maintain a community 2. From ‘lurker’ to ‘commentator’ - babysteps - co-creation - progressive disclosure
  69. 5. Maintain a community 3. From ‘commentator’ to ‘creator’ - ‘safe & sure’ - guidelines, policies - build in status - provoke: ask questions! - reward
  70. 5. Maintain a community Maintainable! - automatic content: API’s (YouTube, Flickr, Wikipedia...) - automatic moderation: karma
  71. 5. Maintain a community Maintainable! - Use your members (promovation). - Complete automatisation does not exist...
  72. 5. Maintain a community a good community takes... TIME and WORK
  73. 5. Maintain a community A few more tips
  74. 5 causes of a quiet dead
  75. 5. Maintain a community 1. Build it and they will come Assume new members will just show up.
  76. 5. Maintain a community 2. Do a ‘Cremmeke’
  77. 5. Maintain a community 2. Do a ‘Cremmeke’ Pre-moderation, censorship, rules that are too strict.
  78. 5. Maintain a community 3. Hardcore Old skool <-> Newbies Community leader with big ego
  79. 5. Maintain a community 4. Too complicated How to register? How does it work? What is the purpose? Usability & User experience!
  80. 5. Maintain a community 5. Neglect Not enough updates, absent moderators.
  81. Lurkers
  82. 5. Maintain a community Lurker = passive member ‘troll’
  83. 5. Maintain a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  84. 5. Maintain a community 8 anti-lurker tips
  85. 5. Maintain a community 1. Avoid the empty-bar effect
  86. 5. Maintain a community 2. Active copy
  87. 5. Maintain a community 3. Make the purpose clear
  88. 5. Maintain a community 4. Welcome!
  89. 5. Maintain a community 5. Put new (active) members in the spotlight
  90. 5. Maintain a community 6. Provoke discussion Ask questions, use your own blog. But: avoid off-topic.
  91. 5. Maintain a community 7. Track non-active members E-mailing, competition.
  92. 5. Maintain a community 8. Reward good behaviour Status (built-in!) Praise Real reward (gifts)
  93. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  94. To conclude
  95. The ‘Soylent Green’ moment
  96. The ‘Soylent Green’ moment The web is people
  97. Communities are populated by people
  98. Real people, not ‘users’
  99. People with children
  100. People with passions
  101. Communities = people So treat them as people:
  102. Communities = people Conversation
  103. Questions?
  104. Bart de Waele bart@netlash.com www.netlash.com twitter.com/netlash UiTFORUM - 26/1/2009

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