The document discusses how businesses can leverage online communities to better connect with key stakeholders. It outlines an 8-phase relationship cycle for using communities as a relationship conduit rather than just for direct selling. The phases include setting objectives, community planning, acquisition, retention, measuring results, and keeping relationships engaged over time through transparency, engagement and collaboration. The goal is to integrate communities into stakeholders' lives and see a return on investment through formalized referrals and integrating customer relationship management systems.

1. Your
Relationship
Ecosystem
By Maria Sipka | CEO www.linqia.com
WEBINAR TO PAC MEMBERS | 1ST SEPTEMBER 2009
How businesses leverage
community tools to better connect
with their key stakeholders

2. Communities are
rarely used for direct
selling…
Source: http://www.flickr.com/photos/kraskland/3473214142/

3. .. but rather as a
relationship conduit
Source: http://www.flickr.com/photos/st-stev/153582206/

4. 8 Community Types
1. Corporate Voice Community
2. User-Generated Content/ Micro Site Campaign
3. Enthusiasts Community
4. Associations/ Subscribers Community
5. Loyalty Community
6. Innovation Community
7. Peer Support Community
8. Event Community
Source: Awareness

5. The Numbers
2,000+ social networks
160 million communities
1.6 billion people online
950 million social network members
350 million community members

6. See community tools
as means to liberate
your key stakeholders
Source: http://www.flickr.com/photos/rattodisabina/

7. Before Now
Communication
Channel
Collaboration
Channel

8. Which means the
rules have changed
Source: http://www.flickr.com/photos/amandafarah/2465700760/

10. Take off your
marketing, PR,
advertising, sales,
market research…
hat for a moment
Source: http://www.flickr.com/photos/expressmonorail/2416243832/

11. …and put yourself
into the shoes of your
key stakeholders
Source: http://www.flickr.com/photos/aeter/2604233315/

12. A brief journey to…
Understand the role of
online communities in
your relationship
ecosystem
Source: http://www.flickr.com/photos/mondocardine/3778923153/

13. The Relationship Cycle
Phase 1
Your
Retention
Offering
Results/ Setting
Pulse Check Objectives
Acquisition/ Community
Uptake Planning

14. Phase #1
Your Before you start…
What are you thinking
Retention Offering of offering?
Is there really a need?
Who are your key
Results/ Setting stakeholders?
Pulse Check Objectives How do they currently
behave?
Research
Acquisition/ Community Validate
Uptake Planning Crystalize

15. Phase #2
Paint a picture…
Your What does success
Retention
Offering look like?
Over what period of
time?
Results/ Setting How are they tied to
Pulse Check your business goals?
Objectives How and when will
you measure
success?
Acquisition/ Community You can’t manage
Uptake Planning what you don’t
measure

16. Phase #3
The community plan
Your What is your budget?
Retention
Offering
What internal +
external people will
you need?
Results/ Setting Build or white label?
Pulse Check Objectives Where will you gather
content?
Can you source
sponsors?
Acquisition/
Uptake
Community If you don’t have your
Planning own plan you become
a part of somebody
elses

17. Phase #4
Go get them!
Your How are they
Retention
Offering segmented?
Where do they hang
out?
Results/ Setting How will you reach
Pulse Check Objectives out to them?
What’s are the
different carrots you’ll
offer?
Acquisition/ Community
Focused
Planning
Uptake Targeted
Authentic

18. Phase #5
Return on investment
Your When do you know
Retention
Offering you’ve achieved
success?
How does your
Results/ Setting
community fit into
your stakeholders
Pulse Check Objectives life?
Formalized referral?
Integrating your
Acquisition/ Community CRM?
Uptake Planning The proof is in the
numbers

19. Phase #6
Don’t give up to early!
Retention Your Keeping your
Offering relationships engaged
Deepening
relationships
Results/ Setting Loyalty initiatives?
Pulse Check Objectives Evangelists
Aim to distribute the
workload by engaging
your community
Acquisition/ Community
Uptake Planning

20. Keep in Mind Always…
Transparency + Engagement +
Consistency + Collaboration +
Celebration + Simplicity +
Measurement = Community

21. Contact Details
TwiJer: Maria Sipka
Founder/ CEO
@mariasipka www.linqia.com
www.themoderatorcommunity.com
Tel: +34 626768788
maria.sipka@linqia.com
Barcelona | Geneva | Silicon Valley