The document presents a framework for building and empowering online communities, focusing on relationships rather than tools. Key steps include understanding the audience, aligning organizational goals with online objectives, and selecting effective tools for engagement and support. The process emphasizes continuous measurement and evaluation of interactions and community impact.

1. DESIGNING POSITIVE CHANGE

2. Building
Community Online
Empowering, Building and Cultivating Online
Communities
Presented by:
Demetrio P. Cardona-Maguigad

3. Share the
conversation
@limeredstudio @NTENorg
#community
#cause
#socialmedia
#nonprofit
#communication

4. Introduction
Who’s in the room?

5. Belonging

6. Building online communities
is about empowering people

7. It’s not about the tools
It’s about relationships

8. Tools should assist in
changing
the quality and quantity
of your relationships with
people
as you build your community

10. The benefits
Your organization will be more recognized
It adds value to your organization and cause
It will give you purpose and direction
It will help you focus on relationships and not tools
It gives people a sense of belonging and ownership of
your brand and cause
Personifies your organizational brand

11. How do we
get there?

12. FIRST: Know Your People

13. Technographics Profiles
Ladder
Most Influential
Organizers
The Majority
{
Creators
{
Critics
{
23%
Conversationalists
33%
Collectors
Joiners
19%
59%
Spectators
68%
Inactives
Groundswell, Josh Bernoff and Charlene Li, Forrester Research
31%
Requires more
time and
knowledge
of tools

14. SECOND: Identify your
organizational goals and
online objectives

15. Organizational Goals
Online Objectives
Conduct Research
Listening
Ongoing monitoring of your audience’s
conversations with each other, instead of
occasional surveys and focus groups.
Marketing & Building Awareness
Talking
Participating in and stimulating two-way
conversations your audiences have with
each other, not just outbound
communications to your customers.
Move People to Action
Energizing
Making it possible for your enthusiastic
audiences to help move each other to
actions
Provide Service & Support
Supporting
Enabling your audiences to support each
other
Development & Planning
Embracing
Helping your audiences work with each
other to come up with ideas to improve your
cause, programs and services

16. THIRD: Establish direction
by aligning organizational
goals with online
objectives

17. Organizational Goals
Online Objectives
Conduct Research
Listening
Ongoing monitoring of your audience’s
conversations with each other, instead of
occasional surveys and focus groups.
Marketing & Building Awareness
Talking
Participating in and stimulating two-way
conversations your audiences have with
each other, not just outbound
communications to your customers.
Move People to Action
Energizing
Making it possible for your enthusiastic
audiences to help move each other to
actions
Provide Service & Support
Supporting
Enabling your audiences to support each
other
Development & Planning
Embracing
Helping your audiences work with each
other to come up with ideas to improve your
cause, programs and services

18. FOURTH: Establish the
most effective tools to
achieve objectives

19. Online Objectives
Tools
Listening
Tools for monitoring conversations
Twitter.com searches and lists
LinkedIn.com Groups
Blog and Network comments
Talking
Tools for engaging conversations
Blogs
LinkedIn.com Groups
Facebook.com Groups and Pages
Energizing
Tools for rallying members
Causes.com
Crowdrise.com
Kickstarter.com
Change.org
Supporting
Tools to allow members to be selfsupporting
Forums
ProgressiveExchange
Embracing
Tools to allow members to collaborate
and sustain a community
Sharing and ideation exchange tools
Knight News Challenge site
Mural.ly

20. FIFTH: Measure change
and evaluate results

21. Quantitative and Qualitative
changes through
data, information, insights and
relationships with people

22. Tools
Measurement and Change
Tools for monitoring conversations
# of people engaging
# of key influencers
# of conversations
Quality of brand perceptions and mentions
Quality of conversations on platforms
Tools for engaging conversations
# of interactions
# of posts & comments
# of comments
Quality of relationships
Quality of conversations
Tools for rallying members
# of shares
# of clicks
# of referrals
# of conversions
Quality of impact
Tools to allow members to be selfsupporting
# of resolutions
# of topics
# of conversations
Quality of resolutions
Quality of topics
Tools to allow members to collaborate
and sustain a community
# of community members
# of collaborations
# of new ideas
Quality of ideas
Quality of interactions
Quality of impact

23. Repeat

25. Review
1.
Know your people and use the Technographics Profiles to identify what
they are ready for.
2.
Establish your organizational goals and identify your online objectives.
3.
Align your organizational goals with online objectives to establish
direction.
4.
Choose the most appropriate tools to achieve goals and objectives.
5.
Measure change and evaluate results of online activity.
6.
Repeat.

26. Last bits
Start small and be realistic about where you are at
It takes time and effort
Be personal and relevant
Give applause before you receive applause
Have a policy in place
Be focused and unique

28. Did you love this webinar?
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others what you thought about
it.
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#community
#cause
#socialmedia
#nonprofit
#communication

29. THANK YOU
www.limeredstudio.com