Online communities in the heritage sector webinar

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  • This isn’t just about offering a genuine human viewpoint, but about practicing what you preach. Are you giving as much as you expect your community to give?Also, is your identity authentic, where else do you exist online?
  • You may well need to have several offline conversations to generate online ones. In the same way that you have created content already to be broadcast, you may well have to help members with their contributions, or make them for them. Until people get the hang of your community, they may need strong help and guidance to get their contributions made.
  • Don’t assume you have all the answers, or even know all the questions. Ask your community what it wants, and when it tells you, ask it again if anyone within the community can provide the answers. Release the expertise of your community. Curate, don’t dictate.
  • Allow the community to do this where possible, with votes and thanks, etc. But whether the “functionality” is available, you can let people know you appreciate them. Joss Whedon who wrote Firefly, Serenity and Buffy interacts with his fans often, and rewarded one of them, a user called “Polgara” by naming a demon after her in a later series. People like thank you’s, and are more likely to contribute more of the same. Like toddlers and dogs, catch them doing something useful – whether its just welcoming new members to the community, or answering a questions – and thank them.
  • Plan all of your content out but realise you will only be playing second fiddle to the conversations around you.
  • Expect the expected, and expect the unexpected.Plan content, quotes and statistics, pre-approved and ready to go for the moment that opportunity arises.Have an escalation plan in place for when the unexpected happens.
  • Online communities in the heritage sector webinar

    1. 1. Online Communities in the Heritage Sector Liz Cable liz@reachfurther.com 0798 5514331 ©Reach Further 2012 www.reachfurther.com
    2. 2. A (VERY) BRIEF HISTORY OFONLINE COMMUNITIES ©Reach Further 2012 www.reachfurther.com
    3. 3. A brief history . . . 1968 PLATO created 1972 PLATO has 10,000+ users 1978 BBS - Bulletin Board Service invented 1979 USENET - 9,500 different News Groups 1991 WWW project announced on Usenet 1997 First blogs appear & SixDegrees.com 1998 Open Diary “blog comments” 2004 Facebook launches 2011 Pinterest launches 2012 HLF recruiting first Online Community Manager ©Reach Further 2012 www.reachfurther.com
    4. 4. Community or Network? ©Reach Further 2012 www.reachfurther.com
    5. 5. A SENSE OF BELONGING ©Reach Further 2012 www.reachfurther.com
    6. 6. What clubs, societies and communities have you beena member of? ©Reach Further 2012 www.reachfurther.com
    7. 7. • Foot ball Fan Club • A PTA • Brownies / Cubs • Brownie / Cub Leader • Golf Club • Womens InstituteWhat are the motivations for joining a community? ©Reach Further 2012 www.reachfurther.com
    8. 8. 3 Sustainability Factors:1. Finance (so Resources)2. Membership (so Marketing)3. Content (so Community)• You must plan for sustainability across all three areas, or your community won’t survive.• Design your community to become self- sustaining. . . ©Reach Further 2012 www.reachfurther.com
    9. 9. Monetisation*DECIDE:Are you selling content to your audience?Are you selling your audience to content providers?Each approach could demand fundamentallydifferent community functionality – or sustain BOTHby using our Cohesion model. . .*horrid, but needed to sustain your community ©Reach Further 2012 www.reachfurther.com
    10. 10. The Cohesion Model Public content Member content Personal content Expert authored Community authored Self authored RESOURCES SELECTED FOR THE INTERNAL LEVEL Case Studies PREFENCES & PERSONALISATION Collaboration Record keeping External News Confidentiality File Store SHARING & PROFILE Internal News Co-operation Blog Learning Resources Discussion Profile Expert Content Content creation Privacy Affiliations Polls & Surveys RSS feeds Competitions Supportive spaces Alerts & Notifications E-Commerce Learning spaces Tools & Widgets Sponsorship Advertising CONTENT SELECTED FOR THE EXPERT LEVELExternal Environment Internal Environment Personal Environment ©Reach Further 2012 www.reachfurther.com
    11. 11. What Community platform?• Our model is both non-platform specific, and multi-platform.• Once you have created a community, the members will make their own arrangements elsewhere e.g. the pub.• Don’t get hung up on owning or (heaven-forbid) creating the platform.• Do get hung up on owning your content, your funding and your membership (SUSTAINABILITY) ©Reach Further 2012 www.reachfurther.com
    12. 12. TYPES OF COMMUNITY (as defined by their members) ©Reach Further 2012 www.reachfurther.com
    13. 13. BROWSERS• Not part of our community yet• Reading, but not commenting or participating• May have several touch-points before engaging• They could however be observing and commentating on our community on their own channels. ©Reach Further 2012 www.reachfurther.com
    14. 14. COMMUNITY of INTEREST• Have indicated interest• Acting as themselves or representatives of their organisation• No agenda or deliverable from their participation• Interested in the subject matter and in sharing/signposting knowledge• Little interaction between community members• Ideally little management required• Community could exist on Twitter, Facebook and other open Social Channels ©Reach Further 2012 www.reachfurther.com
    15. 15. COMMUNITY of PRACTICE• People with a stated commitment or need.• More likely to be acting in a professional capacity• They have common issues, but work individually towards different deliverables• Membership may have a cost• Access to other Members is in itself a benefit of Membership• Interested in curating knowledge• Community Management needed• May be a private community, or a group on LinkedIN or other public platform. ©Reach Further 2012 www.reachfurther.com
    16. 16. COMMUNITY of EXCELLENCE• Sometimes called a Community of Purpose – dependent on outcomes• People working together to create a shared outcome.• Acting in a professional capacity as an expert in the field.• Committed to a shared goal• Deliverables include Creating Knowledge (that can be shared in the Community of Practice and the Community of Interest)• Management of a Collaborative Project needed ©Reach Further 2012 www.reachfurther.com
    17. 17. Your COMMUNITY• You could provide for any or all of these types of community.• You may want to create the more committed communities behind a “membership wall” within your wider community.• Members will travel between communities and community types. ©Reach Further 2012 www.reachfurther.com
    18. 18. Gilly Salmon – FIVE STEPS ©Reach Further 2012 www.reachfurther.com
    19. 19. Beginning your Communities 12 Steps to Success ©Reach Further 2012 www.reachfurther.com
    20. 20. 1. Listen before you leap 1. Own community 2. Own channels 3. Other channels ©Reach Further 2012 www.reachfurther.com
    21. 21. 2. Automate the TASKnot the CONVERSATION ©Reach Further 2012 www.reachfurther.com
    22. 22. “Light is the task where many share the toil” Homer ©Reach Further 2012 www.reachfurther.com
    23. 23. 3. Divide and Conquer:Who is responsible for what?• Audience• Tasks• ContentWho is going to be our expert on . . . ?Create groups/teams with purpose ©Reach Further 2012 www.reachfurther.com
    24. 24. “We shall neither fall nor falter, we shall not weakenor tire . . . give us the tools and we will finish the job”Winston Churchill ©Reach Further 2012 www.reachfurther.com
    25. 25. 4. Create a WORKFLOW ©Reach Further 2012 www.reachfurther.com
    26. 26. 5. BE the change you want to SEEUse Online Communityyourself to: • Find • Share • Collate • Curate • AskBecome expert inonline community ©Reach Further 2012 www.reachfurther.com
    27. 27. 6. Be authentic ©Reach Further 2012 www.reachfurther.com
    28. 28. 7. Do the job you need to getdone, and give the community work to do. (Fake it till you make it) ©Reach Further 2012 www.reachfurther.com
    29. 29. 8. ASK before you ANSWERRelease and realise the expertise of your community ©Reach Further 2012 www.reachfurther.com
    30. 30. 9. Be Generous• Credit• Applaud• Thank• Award ©Reach Further 2012 www.reachfurther.com
    31. 31. 10. PLANBut realise, it will only ever Plan Bbe plan B ©Reach Further 2012 www.reachfurther.com
    32. 32. 11. Be PreparedExpect the expected: plan content “ready to go” whenExpect the unexpected: response & escalation matrix ©Reach Further 2012 www.reachfurther.com
    33. 33. 12. Be Positive“Be kind, for everyone you meet is fighting a hardbattle” ©Reach Further 2012 Plato www.reachfurther.com
    34. 34. WHAT NEXT?We can help you engage your audience in usefulonline communities across any platform.liz@reachfurther.com0113 2781800 / 0798 5514331 ©Reach Further 2012 www.reachfurther.com

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