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The Community of a Blog by Linsey Knerl


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The Community of a Blog by Linsey Knerl

  1. 1. The Proper Care and Feeding of an Online Community Linsey B. Knerl
  2. 2. What is an Online Community? <ul><li>Lee & Vogel (2003) defines “virtual community” as a “space supported by computer-based information technology, centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being built up. </li></ul>
  3. 3. The Two Communities <ul><li>Internal (bloggers, staff, programmers, admin) </li></ul><ul><li>External (readers) </li></ul><ul><li>You can't have external without internal! </li></ul>
  4. 4. Evolution of Community (External) <ul><li>Visitor (Digg, Google search, link love) </li></ul><ul><li>Reader (RSS subscriber, email newsletter, bookmarks) </li></ul><ul><li>Community Member (“active” Facebook, Twitter, frequent commenter, forums, Stumbler) </li></ul><ul><li>Groupie/Fan (follows bloggers, emails directly, attends conferences, takes personal ownership of blog) </li></ul>
  5. 5. Why Do You Want Community? <ul><li>Stronger brand </li></ul><ul><li>Help with moderation/policing </li></ul><ul><li>Free amplification </li></ul><ul><li>Targeted market research </li></ul><ul><li>Current trending information </li></ul>
  6. 6. Make Community Rewarding <ul><li>Easy Commenting system (no CAPTCHA) </li></ul><ul><li>Log-in for returning users </li></ul><ul><li>Avatars and signatures </li></ul><ul><li>Comment LUV </li></ul><ul><li>Self-policing privileges </li></ul><ul><li>Keep it clean; keep it safe </li></ul>
  7. 7. Is Your Blog a Bully? <ul><li>Safe. vs. edgy </li></ul><ul><li>Commenting policies </li></ul><ul><li>Disclosure </li></ul>
  8. 8. Engage and Grow <ul><li>Offer incentives (Klout, dollars, points, perks) </li></ul><ul><li>Get “buy in” with free promotion and ownership </li></ul><ul><ul><li>Retweet their content </li></ul></ul><ul><ul><li>Invitation to exclusive “panels” </li></ul></ul><ul><ul><li>Online forum mod privileges </li></ul></ul><ul><ul><li>Guest Interviews </li></ul></ul><ul><ul><li>Guest Posts </li></ul></ul>
  9. 9. Who's the Boss? <ul><li>No major changes without an attempt at implementing feedback (site redesigns) </li></ul><ul><ul><li>Voting </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Comments </li></ul></ul>
  10. 10. Who is your community? <ul><li>Sitemeter, Google analytics can tell you </li></ul><ul><li>Cater to your readers, but understand traffic peaks </li></ul><ul><li>Convert “drive bys” into “stay awhiles” </li></ul><ul><li>Bounce rate, page views, new subscribes </li></ul><ul><li>Value of community members (ad dollars) </li></ul>
  11. 11. Give a Community Checkup <ul><li>Is it healthy? </li></ul><ul><li>Is it dead? </li></ul><ul><li>Has it even been born yet? </li></ul>