This document provides guidance on developing and engaging online communities. It discusses organizing around a unique mission or interest to harness individuals' passion to serve an organization. Various digital communication tools are examined, including their marketing goals, costs, ease of use, and recommendations. The key is to focus on genuine engagement and building relationships rather than just marketing.

1. Developing & Engaging
Online Communities
Stephen Warley
swarley@bostonknows.com
May 1, 2009

2. Organizations
Communities
Social Networks

3. Organize around a unique mission,
interest or need to harness the passion
of individuals to serve your organization,
community or social network in a way that
is most meaningful to them.

4. Stop Chasing Buzz Words,
Create Communication Strategies

5. Stop Marketing,
Develop Relationships

6. Give First,
Then Receive

7. Be Genuine

8. Start Small

9. If You Think It’s Cool,
That’s a Red Flag

10. Keys to
Community Development
Focus
Listen
Engage
Commit

11. Who Are You?
1. What is the unique need you are serving?
2. How is your offering or approach unique?
3. Who are you trying to reach?
4. What are your 3 primary strengths?
5. What are your 3 primary weaknesses?

12. 80/20 Rule
for Managing Resources
80% Output v. 20% Input
20% Output v. 80% Input

13. Your Primary Goal
Fueling and Directing
Your Community’s Passion

14. Turning Your Website
Into a Community
1. Be a Resource
2. Focus on Members/Supporters
3. Change Homepage Regularly
4. Solicit Feedback
5. Tools for Sharing

15. downtownwineandspirits.com

16. rtnda.org

17. artsandbusinesscouncil.org

18. localbroadcastsales.com

19. tools for sharing

20. Choosing Digital
Communication Tools
1. Marketing Goals
2. Financial Resources
3. Time Management
4. Viral Impact
5. Communication Behavior
6. Technology Comfort Level

22. Marketing Goals
1. Sales Conversion
2. Lead Generation
3. Engagement

23. Financial Resources
1. Return on Investment
2. Free

24. Time Management
1. Workflow Assessment
2. “Unknowingly” Creating Content
3. Learning Curve

25. Leave a Voice Mail for Your Community
utterli.com

26. Take a Photo with Your Cell Phone and Post to Flickr
flickr.com

27. Tweet During Events From Your Cell Phone
twitter.com

28. Viral Impact
1. Genuine
2. Unique Content
3. Easy to Share
4. Identifying Influencers

29. youtube.com “real life Facebook”

32. HubArts.com

33. jimsullivanink.com

34. universalhub.com

35. http://stevegarfield.blogs.com/

36. Identifying Influencers
1. Regularly Contact You
2. Bloggers
3. Active Contributors
4. Frequent Commenting

37. Communication Behavior
1. Age
2. Survey Habits
3. Experiment

38. surveymonkey.com

39. Technology Comfort Level
1. Novice
2. Intermediate
3. Curious
4. Advanced

40. Recommended Digital
Communication Tools
• E-mail • Twitter
• Video • Social
Networks
• Photos
• Mobile
• Blogs

41. Types of E-mail
1. One-on-One
2. Blasts
3. Newsletters

42. mailchimp.com

43. E-mail: Marketing Goals
1. Sales Conversation
2. Lead Generation
3. Engagement

44. E-mail: Time & Money
MODERATE

45. E-mail: Viral Impact
HIGH

46. E-mail: Ease of Use
Production: EASY
Consumer: EASY

47. E-mail Recommendations
1. Customize Messages
2. Monitor Open and
Click Through Rates
3. Keep It Brief
4. Clear Call to Action
5. Easy to Unsubscribe

48. 1. Personal Referrals
2. What Is Consumer Benefit?
3. Be VERY Specific
4. Start with an Action Word (search Google)
5. Don’t Use “Free”
6. Limit 5 to 7 Words

49. dailycandy.com

50. Types of Video
Distribution: Content:
1. Own Website 1. Interviews
2. YouTube 2. Expertise
3. Podcasts 3. Behind the Scenes
4. Syndication 4. Slideshow

51. vailmusicfestival.org

53. expertvillage.com

54. huntingtontheatre.org

55. www.youtube.com/yellowpages

56. gardnermuseum.org/music/podcast/theconcert.asp

57. Video: Marketing Goals
1. Engagement
2. Lead Generation
3. Sales Conversation

58. Video: Time & Money
HIGH

59. Video: Viral Impact
HIGH

60. Video: Ease of Use
Production: DIFFICULT
Consumer: EASY

61. Video Recommendations
1. No Longer Than 5 Minutes
2. Flip Camera
3. Apple iMovie
3. Start with Interviews
4. Flash

62. theflip.com

63. www.youtube.com/user/NYTVF

64. Types of Photos
Distribution: Content:
1. Own Website 1. Your Community
2. Flickr 2. Events
3. Facebook 3. “Ah Ha” Moments
4. MySpace 4. Slideshow
5. Blog Post
6. Galleries

65. facebook.com Search “BIMA”

66. flickr.com Search “arts boston” under “groups”

67. tenbyten.org

68. Photos: Marketing Goals
1. Engagement
2. Lead Generation
3. Sales Conversation

69. Photos: Time & Money
MODERATE

70. Photos: Viral Impact
HIGH

71. Photos: Ease of Use
Production: MODERATE
Consumer: EASY

72. Photo Recommendations
1. Focus on Community
2. E-mail to Flickr
3. Be Creative

73. Types of Blogs
1. Expertise
2. Member News
3. Organization News

74. bostonhandmade.blogspot.com

75. runningahospital.blogspot.com

76. bostonist.com

77. bostonreb.com

78. overheardinnewyork.com

79. Blogs: Marketing Goals
1. Engagement

80. Blogs: Time & Money
Time: HIGH
Money: LOW

81. Blogs: Viral Impact
MODERATE

82. Blogs: Ease of Use
Production: MODERATE
Consumer: EASY

83. Blog Recommendations
1. Sharp Focus
2. Conversational
3. Encourage Comments
4. Blogger Relationships
5. Commit

85. Twitter: Marketing Goals
1. Engagement

86. Twitter: Time & Money
LOW

87. Twitter: Viral Impact
MODERATE

88. Twitter: Ease of Use
Production: EASY
Consumer: EASY

89. Twitter Recommendations
1. Sharp Focus
- Events
- “Ah Ha” Moments
- Sharing Links
2. Follow and Engage
3. Commit

91. Types of Social Networks
1. Facebook
2. LinkedIn
3. Ning.com

92. ning.com

93. BrooklynArtProject.com

94. mitxexchange.org

95. unlockaustin.com

96. Social Networks: Marketing Goals
1. Engagement
2. Lead Generation
3. Sales Conversion

97. Social Networks: Time & Money
Time: MODERATE
Money: LOW

98. Social Networks: Viral Impact
HIGH

99. Social Networks: Ease of Use
Production: MODERATE
Consumer: EASY

100. Social Networks Recommendations
1. Be Genuine
2. Photos
3. “Ah Ha” Moments
4. Hub for All Your Content
5. Status Update

101. Types of Mobile
1. Text Alerts
2. Newsletter
3. Special Offers

102. Mobile: Marketing Goals
1. Lead Generation
2. Sales Conversion

103. Mobile: Time & Money
HIGH

104. Mobile: Viral Impact
MODERATE

105. Mobile: Ease of Use
Production: HIGH
Consumer: EASY

106. Mobile Recommendations
1. Special Offers
2. Core Community

107. usshortcodes.com

108. openmarket.com
mBlox.com
sybase.com

109. Digital Communications Matrix
Engagement Lead Sales Time Money Production User
Generation Conversion
YES YES YES MOD MOD EASY EASY
E-mail
YES YES YES HIGH HIGH DIFFICULT EASY
Video
YES YES YES MOD MOD MOD EASY
Photos
YES HIGH EASY EASY
Blogs
YES LOW LOW EASY EASY
Twitter
YES YES YES MOD LOW MOD EASY
Social
Networks
YES YES HIGH HIGH HIGH EASY
Mobile

110. Stop Chasing Buzz Words,
Create Communication Strategies

111. Developing & Engaging
Online Communities
Stephen Warley
swarley@bostonknows.com
May 1, 2009