Effective business engagement using online communities


Published on

NSW Business Chamber of Commerce, Leadership FORUM
Presentation on Business Engagement and Online Communities

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Social graph in the following order: you, your social network friends, friends-of-friends, your followers, and the overall community.Wall Street feed – simple way to navigate social network of friends social gestures and your –efficient, increased engagement , increases importance of attention info c.f. banking – remember fuss around news feedGoogle Open Social Attention Streams (already included in Plaxo Pulse) - MySpace Friends Updates -Netvibes Activities-LinkedIn Network UpdatesHigh social engagement vs traditional media (radio, tv, print, outdoor) with low engagement. This is about dialogue, interactivity, informality, people + technology & niche NOT Tradigital for mass using push, automation & technology only. Social Media Marketing practice centres around – networks, communities, blogs and microblogging. Traditional business functions can be socialised e.g. legal, supply chain, R&D, HR…Social Strategy (Media) - through sharing; engaging; building relationships and influencingincrease our reach, influence and relevancecreate ambassadors to support and promote what we dopersonalise interactionsencourage and grow communities through a critical mass of active cultural and scientific participants maximise revenuechange our work models from one-to-one communication to many-to-many communicationmove from providing information to creating shared meaning with audiences
  • Community Manager is also StorytellerPast: Facilitated story creation through activating community discussions, sharing member stories within the community. In the past, storytelling on an internal level wasn’t heavily emphasized.Present: Seeks out and shares the most relevant and meaningful stories of community members with the entire community and within company walls. Future: Will be soughtout more heavily and will work to show internal and external community players not only how things are being done, but why they’re being done and their impact on the bigger picture.Action Steps:Align business objectives.Develop progress reports.Establish emotional investment.
  • Expands consumer experience with owned and earned mediaBuild content and community.
  • Individual updatemicro-sharing– social networking tools and systems that enable listening, awareness, communication and collaboration between people, through short bursts of text, links, and multimedia content. – surprisingly powerful way to connect people to one another for corporate benefit.Pistacho Consulting Original Microsharing Report “Enterprise Microsharing Tools Comparison” November 2008, Laura Fitton“me”centric presence collective intelligenceGet answers fastReal time listening and learningSillos overcome via social seamingManage without walking aroundAmbient Intelligence – Constant Awareness –Micro updatesWhen integrated with enterprise software and other core business applications, microsharing can fundamentally improve operating efficiency, employee retention, company culture and professional development for individual and team contributors.
  • Participation Inequality (Jakob Nielsen )90% of users are the “audience”, or lurkers. The people tend to read or observe, but don’t actively contribute.9% of users are “editors”, sometimes modifying content or adding to an existing thread, but rarely create content from scratch.1% of users are “creators”, driving large amounts of the social group’s activity. More often than not, these people are driving a vast percentage of the site’s new content, threads, and activityFor participation on Amazon see: http://www.amazon.com/review/top-reviewers-classicOf 100 visitors10 will become members1 will generate contentFacebook users have ~200 friends thus ~2 of friends contribute content
  • Effective business engagement using online communities

    1. 1. suresh.sood@uts.edu.auGeektoid Mangalawww.linkedin.com/in/sureshsoodtwitter.com/soodywww.facebook.com/sureshsoodssoodwww.bravenewtalent.com/talent/suresh_soodHero5!scuzzy55soodyGreatMystery14Suresh S."frequent reader"sureshEffective Business Engagement Using Online Communities
    2. 2. Key Areas for Consideration• Model of Communication• Relationships # Technologies• Social Objects• Social Psychology• Benefits of Community and Service Dominance• Launching a Service and Community Management• How to participate in Conversations• Best practices in social media• Community examples and 90-9-12
    3. 3. Rules of the new marketing using social media1. Authenticity2. Advocacy3. Marketing is real time conversations and feedback4. Brand is the conversations
    4. 4. WHAT DO CUSTOMERS WANT ?AccessibilityResponsivenessKnowledgeable PeoplePromptnessPromises KeptKept InformedFollow UpNo SurprisesDo It Right First TimeA RelationshipSource : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”4
    5. 5. Relationships # Technologies5The key is to focus on the relationships andconnections that are enabled, not the technologies.The social thing is the use of the technology.Think about the kind of relationship that you want e.g.transactional or relationship marketingDo you want the relationship to be short term andtransaction, or long-term and intimate?
    6. 6. 7Social Trash Cans, City of Lucern (Switzerland)Source: Neue Luzerner Zeitung Online, 11. Mai 2011
    7. 7. Social Objects8“Social Networks form around Social Objects**, not the other way around”.(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com
    8. 8. 9
    9. 9. Social Psychology & Social Media:Sharing/giving/ receivingReciprocity: we want to repay, in kind, what another person has provided us(what will you bring ) to build followersConsistency: desire to be (and to appear) consistent with what we have already doneReciprocal response (the favour in return to your request) needs to be made actively,publicly and voluntarily (no one is forcing me to do any of this)Social proof: to determine what is correct find out what other people think is correctLots of posts, retweeted content, recommended, blogging for bondingAuthority: deep-seated sense of duty to authorityExpert on matters of fact emphasize authority when presentingMatters of taste (film, restaurant or hotel etc.) consensus, number of thingsLikeability: we say yes to someone we likeScarcity: limitation enhances desirabilityScarcity in social media = unique valueAdapted from Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)10
    10. 10. Purpose MotiveLinux-Apache-WikipediaDrive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.Drive #2: Respond to rewards and punishments in our environment.Drive #3: We do things because they’re interesting and because they’reengaging and because they’re the right things to do and because theycontribute to the world. (!!!)“Our Third Drive, intrinsic motivation, is the most powerful.”Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 200911
    11. 11. The benefits of a house (“own”)COMMUNITYSocialcommerceDonations, gifts, e-coupons…Research &Developmentgenerate ideas, develop insights, test strategiesKnowledgemanagementgenerate, aggregate, disseminateorganisational knowledgeBrandequitybuild enduring and intimatebrand relationships inAustraliaand globally12
    12. 12. Service-Dominant Logic• A logic that views service, rather than goods, as the focus ofeconomic and social exchange i.e., Service is exchanged for service• Essential Concepts and Components– Service: the application of competences for the benefit of another entity• Service (singular) is a process—distinct from “services”— particular types of goods– Shifts primary focus to “operant resources” (skills and knowledge) from“operand resources” (static and tangible)– See value as always co-created (Market Withi.e. Collaborate with Customers & Partners to Create & Sustain Value)– Sees goods as appliances for service delivery– Implies all economies are service economies• All businesses are service businessesVargo, S.L. and R.F. Lusch (2004).“Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-1713
    13. 13. Launching a Social Network Service (Community Online)1. What is your social object ? Define your vocabulary2. Mobile3. Photos, Videos, Latest Activity, Members, and Events4. Keywords for discoverability5. Welcome centre6. FAQs7. Moderation e.g. suspend members, own user moderation8. Kick start with champions/evangelists/passionates9. Latest activity10. Giveaways e.g. book from authors/guest visiting library11. Monitor registrations12. Members/volunteers as moderators13. Link to main web site14. Promote content via email, Twitter & Facebook15. Share content on other social networks e.g. LinkedIn 14
    14. 14. Serves all company departmentsConverse with Customers through listening and responding to needs vs.marketing or advertising.Focus on launching and growing the community through:Invite creators and influencers to become charter members of the communityCreate evangelists through providing exclusive access to new information,attendance at pre-launch party and have them provide feedback for future initiativesStart community with conversations and have community manager encourage sharingstories of problems, overcoming issues and successesEnsure community can be readily found with links from web sites, blogsand other popular social media.Accelerate community adoption through existing marketing efforts includingemails newsletters and create a sense of urgency.Community Manager15
    15. 15. How to Participate in Conversations• Conversational calendar• Keywords/Vocabulary online & offline• What topics do your customers care about ?• What topics are trending in your industry• Monitor existing social media via dashboard e.g. Twitter• Use complaints or opportunity to discuss solutions• Become an expert providing service through social exchange•16
    16. 16. Social Media Conversation Calendar Triggers• Tweets ~ 1 to 2 per day• Facebook status daily• LinkedIn 3 hours per week• YouTube weekly• New ACCI content ~ 5 to 8 hours per month• New ACCI online contacts ~ 5 hours per month• New blog post ~ 1 per week17
    17. 17. First Step Monitoring [Topics] Conversations & Tips• Social Media Dashboard– All social media sources relating to topics of interest– RSS technologies– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )• Weak Signals– Twitter early warning in advance of blogging• Set up a feed reader with relevant blogs and new feeds e.g. feedly or flipboard• Use Twitter Search to follow hashtags and keywords in Twitter streams• Start immediately (~3 mins) with Netvibes and key terms ( vocabulary)18
    18. 18. …Blogs are like conversations with friends. You share what you feeland what excites you about certain things. Its almost as good asbeing there. The fact that others can Google your topic and read islike tuning into a television station.We all want to know whats out there. Whos doing what,shopping where and what products help others. Blogs are justanother way to share all the great things, not so great things andjust a part of who we are. An outlet if you will. The blogispherecommunity is all connect and we make contacts in many ways.Through posts, through twitter conversations, through smaller nitcommunitys, live web casts, and through conferences that we metin person. We make many friends and help each other with lot oftopics. Many of us are Mom bloggers who stay at home and haveno way of making new friends or communicating with others untilwe found blogging. Blogging creates friendships and thats whatmakes us real and connected.40 year old Mom blogger “nightowlmama” (#260)19
    19. 19. Best Practices Social Media• Add “Share This” widgets to your website• Create your own widgets visitors canshare on own sites and pages• Share the content of others• Share your own content across platforms20• Make sure content has an RSS feed• Share RSS feed with site visitors, social networkfriends• Use RSS feeds to help streamline social mediaworkflow• Pick an interesting voice• Maximize outbound links• Set outbound links to be opened in a new window• Invite and encourage conversation• Create a channel• Tag your videos with keywords• Embed videos in your blog and website• Engage commentators• Profiles are for People• Get a Page, Get Some Fans• Use Groups for collaboration• Use Events to Generate Attendance• 70 – 20 – 10 Engagement Model (Angela Maiers)– 70% - Sharing others voices, opinions, and tools– 20% - Responding, connecting, collaboration,and co-creating with like-minded Twitter colleagues– 10% - Promoting and/or chit-chattingSharing BloggingTwitterFacebookYouTubeRSS
    20. 20. Water Cooler/Ambient IntelligenceMicroblogging microsharing -> microlearningStatus management without walking around -touching baseChecking the overall state of company or group - awarenessResponse and listening – all optional i.e. a pub/sub modelSpot check all is well or anyone absent or problems ?Adjust accordingly and move onCollaborateShare infoGet to know othersMore awareWhat are you working on ?What is taking up time – ask adviceWhat did you learn ?21
    21. 21. Facebook or Twitter ? The Psychology of You• Survey 300 people online 70% Europe and others from N. America and Asia• 207 women 18 – 63• Personality based around "Big Five” factors• Personality explains 10-20% way participants use the sites. Other factors e.g.intelligence and motivation big influence• People who used Facebook mostly for socialising tended to score more highly onsociability and neuroticism (consistent with past research suggesting that shypeople use the site to forge social ties and combat loneliness).• Twitter correlated with higher sociability and openness (but not neuroticism) andwith lower scores on conscientiousness.• Social Twitter usage more as a form of social procrastination• overall preference for Twitter or Facebook?– need for cognition" tended to prefer Twitter– higher scorers in sociability, neuroticism and extraversion tended to prefer Facebook• Facebook is the more social of the two social networking sites, whereas Twitter ismore about sharing and exchanging information.Source: Hughes, D., Rowe, M., Batey, M., and Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and thepersonality predictors of social media usage. Computers in Human Behavior, 28 (2), 561-569
    22. 22. 9550.
    23. 23. Wine Communities24
    24. 24. 25
    25. 25. The Business Model Innovation Hub is where the management book bestsellerBusiness Model Generation was written in collaboration with 470 participants.
    26. 26. http://www.harringayonline.com/
    27. 27. 28
    28. 28. Caution!“Children never put off tilltomorrow what will keepthem from going to bedtonight”ADVERTISING AGE29