The document discusses the importance of integrating a community strategy into an overall business strategy, highlighting how it can enhance brand awareness and customer loyalty. It warns of the risks associated with a poorly executed community, such as weak audience engagement and negative customer feedback. Ultimately, it provides a framework for building a successful community by focusing on understanding member motivations, ensuring security, and nurturing member interactions.

1. forming a Community Strategy Jim Jacoby Carolyn Chandler

2. integrating community into your overall strategy

3. benefits of building a successful community Insight into customer needs and perceptions Ability to respond and innovate Increasing brand awareness Increasing loyalty IF you start an authentic conversation and sustain it according to expectations

4. Q: what can happen if you don’t have a community strategy ?

5. crickets target audience and need do not match right audience, weak need poor execution ineffective marketing

6. junk yards [email_address] non-friends unfriends lack of spam filters insufficient privacy options stale value

7. Flame Wars and Spam war zones insufficient moderation lack of self-monitoring tools Flame Warriors by Mike Reed http://redwing.hutman.net/~mreed/

8. angry mobs rules instead of guidelines censorship personal data violations unfair/unclear business practices poorly communicated changes

9. You just sent invitations to 328 Google contacts asking them to join. Thank you for joining the Britney Spears fan club! Including that Director you interviewed with yesterday. social embarassments

10. risks/considerations when building a community You relinquish some control of brand presentation It brings out customer opinions, which can be negative If you don’t meet expectations, community members may revolt Moderation, security, support and response is an ongoing need

11. Q: how do you determine whether or not to build your own community ?

12. the decision to build your own community Is it a key element of a supported strategic objective ? Is there enough compelling value to break through the competition for attention? Be realistic! Is the company committed and able to support and nurture the community? Can existing channels be used to meet your objectives, instead?

13. Q: still want to build your own? let’s talk planning

14. community development model Reach people Focus understanding Motivate activity Protect integrity Reveal patterns Nurture community

15. creating a mnemonic for R F M P R N Acronomics.com by Erick Robertson

16. personal favorites R emote F riendships M ade... P urposeful R elationships N egotiated R egretfully F orums M ay P romote R epugnant N etiquette R edheads F or M eeting P rofessional R ich N eurosurgeons

17. R emote F riends M ake P retty R eal N etworks

18. reach people

19. social network

20. Understand and define potential members Learn from their current community behavior Define a statement that speaks to them reach people

21. value proposition what our product or service can do for you aspiration what we can do together

22. Opp example Reach people

23. Awareness Interest Consideration Commitment Sign Up Repeated Use Advocacy reach people

24. focus understanding focus understanding

25. focus understanding What is this? What’s in it for me? What can I do here? What can’t I do here? (guidelines, seeding) Are there different roles involved?

26. motivate activity

27. motivate activity Understand common motivations Consider at least 3 levels personal (important!) group community Create Motivators that align with motivations and facilitate activity

28. greeting card moments

29. relationships self close friends/family strong removed ties weak ties general public Interest groups, most friends, close colleagues Complete strangers Acquaintances. professional connections Almost extensions of self

30. connection motivations: youtube self weak ties general public emulate closeness teaching/ learning entertainment celebrity/ strong removed ties close friends/family

31. protect integrity

32. protect integrity Overall site security Protecting member information Ensuring appropriate interactions Moderating Spam prevention Community self-monitoring

33. Q: is it a still a community if the members can’t interact with each other directly ?

35. donation motivations: OptINnow self weak ties general public unified action solidarity trust trendiness strong removed ties close friends/family personal impact

36. participation motivations: OptINnow self weak ties general public unified action strong removed ties close friends/family personal impact visibility visibility visibility interaction solidarity trust trendiness

37. reveal patterns

38. reveal patterns Reveal patterns internally to allow for better understanding and reaction If appropriate, use patterns for powerful crowd features including motivators Encourage crowd filtering for good content Anticipate gaming; create “dials” if needed

39. Amazon example ?

40. nurture community

41. nurture community Ensure a solid, open platform Listen, listen, listen Have ideas on features and communication Consider milestones by size of community Be prepared to react to feedback – and the unexpected

42. NEC case study

43. Questions? thank you

44. results of speaking at Business to Buttons 400 attendees overall 34 at the presentation 33 pieces of green paper 4 new potential partners 3 mad dashes in the airport 2 lost bags 25 herrings eating