Capturing Community: How to Build, Manage and Market Your Online Community Based on a new book by Duo Consulting CEO Michael Silverman Since the dawn of the web, tribal clusters have formed organically online. They evolved into today’s online communities—interest-based groups that empower marketers with a central place to reach their audiences. Online communities break through the media clutter and engage your target market on a personal level. Marketers, managers, and entrepreneurs can use them to drive user-generated content and create long-term value online. When aligned with your organization, online communities create a venue for audience interaction that becomes a tangible business asset. In Capturing Community, Duo Consulting CEO Michael Silverman gives you the tools and techniques required to create powerful online communities. Drawing from his years of experience and the wisdom of leading social media marketers, this presentation covers: - How your organization can benefit from creating or participating in online communities. - Best practices—sourced from today’s most successful community managers—for developing a sticky, engaging online community. - Stories about different communities—some of which include thousands of loyal members—and how they achieved success. - What it takes to effectively manage the community, from technology to promotional channels. Hear from more than a dozen community management and marketing professionals, including David Meerman Scott (WebInkNow), Meghan Peters (Mashable) and Mike Samson (Crowdspring).

1. Capturing Community
How to build, manage and market
Marketing/
Sales
C A PTUR I
NG CO M M
your community online NIT Y
How to
U
Build, M
C A P TU
anage a
By Mich nd Mark
ael Silve et Your
Founder rman Online C
ommun
RIN G C
&CEO Duo
Consulti
ng ity
O MM
Online c
ommun
your targ ities bre
ak throu
U NIT Y
et mark gh the m
entrepre et 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 D
online c the tools and te uo Consulting
ommun CEO Mic
wisdom ities. Dra chniques requ hael Sil
of leadin wing fro ire ve
g social m his ye d to create pow rman
BY MIC
ars of e e
media m
arketers xperienc rful
, Micha ea
in onlin el show nd the
e comm s you:
unities.
E L SIL HA
online c
ommun
ity.
success
. V E RM A
N
the com
m
promoti unity, from tec
onal cha hnology
nnels. to
by Michael Silverman
CEO Duo Consulting
msilverman@duoconsulting.com

2. About.me.com

3. Blog

4. Social Network
Facebook continues to fall
flat in encouraging business-
to-business communication
and professional growth.

5. Community
Communities connect around a
common interest
Participants offer opinions,
insights, and passions
Bridging social capital is
“making friends with a
stranger.”

6. Social vs. Community
More community vs. individual-focus
Less “noise” in the community
And more opportunities to meet others in your field

7. Associations
People united around a common purpose
A place to continue the conversation, promote in-
person events, build helpful content for members.
Opportunities for entrepreneurs

8. Community Types
Location
Activity-based
Demographic
Goal-oriented
Brand-sponsored

9. Demographics

10. Goal Oriented

11. Amex Open Forum

12. Purpose
Accurately reflect your identity
Be inspirational - engage your
audience
Provide a venue for influencers
Build relationships

13. Built In Chicago is a resource for ‘digital professionals'
working to build great web and mobile businesses.
Our mission is to connect, educate and promote the
growing digital community in Chicago.

14. Brand
Define a purpose for your community
Reflect that purpose through
your brand
Understand your audience
Go narrow - Stay focused
Stand for something

15. Authenticity
Nobody wants to interact with a
personality-less corporate drone -
they join for real, personal interaction
Demonstrate the value for members
who take part in the conversation
Introduce topics and incentives that
engage the community

16. Community Platform

17. Tech Support
User-Communites that provide
tech support can be of tremendous
benefit to companies

18. Symantec Connect

19. Start Me Up
Seed your community with
members and content
Seeding revolves around people,
like everything else that makes a
community successful

20. Viewpoints

21. Get People Talking
Conversations are central
to an online community
Goal is to facilitate member
communication
Easy to share

22. Incentivize Interaction
First you understand your
member’s motivations
Then provide incentives and
create barriers to entry

23. Publications
Trade rags have traditionally
focused on creating editorial
content is the number one job
For community managers, it
should never take precedence
over the conversation

24. SEO
Come for the content, stay for the
community
Create high-value, compelling
content
Put interests of the community
above that of editorial
End with questions to open the
discussion

25. Audience
The people that power
the website.
Spectators
Critics
Creators

26. Social Graph
Central location for
personal information
Simplify use - provide a
“test run”
Company profiles =
Fan Pages
Find your social
connections (social graph).
Login with Facebook,
Twitter or LinkedIn

28. Incentive Systems

30. Getting Started
Your job is to act as a catalyst
Encourage engagement, recruit members
and organize groups
Shape your community - but let it define itself
Stand back and listen - Get people talking

31. Catalysts
Catalysts are ‘action' elements
that encourage interaction
from members.
Catalysts benefit the
community as a whole.

32. Best Practices
Create an enticing environment makes
members want to come back for more.
Focus on what members want. Your
homepage should include the freshest,
most up-to-date content.
Photos and video are strong elements of engagement
for your community.
Encourage visitors to sign up for an account in stages

33. Monitization
Advertising, Sponsorships &
Partnerships
Premium Content & Merchandise
Brokering & Commissions
Personal Opportunities

34. Take-Aways
Someone’s gonna do it - might as well
be you
Facilitate the conversation to make it
happen
Know your audience & build
relationships
Let the community define itself

35. msilverman@duoconsulting.com
MSilvermanDuo - 312-529-3000
20 W Kinzie, Suite 1510
Chicago, 60654 - 312-529-3000