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Online communities: encouraging involvement

Tiffany St James

(On Twitter, Linked In,
Slideshare, Facebook, Skype..)

tiffany@stimulationltd.co.uk




Source: xkcd.com
Community engagement benefits
•   Connecting with like-minded individuals
•   Peer to peer recommendations
•   Resourses, resourses, resources
•   Stimulating the debate of your most interest
•   Engaging with people in the their spaces
•   eCRM
•   Data collation
•   Product testing
•   Informing business, brand, product strategy
•   The financial worth of ‘Likes’
Community of interest




Source: http://mygarden.rhs.org.uk/forums/   Source: Helpfultechnology.com
Community of action




   Source: http://fairtradetowns.ning.com/   Source: Helpfultechnology.com
Community of place
Community of practice




                        Source: Helpfultechnology.com
Community of circumstance




Source: http://www.tripadvisor.com/
                                      Source: Helpfultechnology.com
Types of online community
                          Led by individuals

                 Fan                                 Community
               forums         Hyperlocal               blogs
                                sites
                          Big group
                           forums
Conversation                                     Campaign          Content
oriented                                        communities        oriented




               Customer                        Magazine
                forums                         off-shoots

                        Led by organisations
                                                  Source: Helpfultechnology.com
Risks of online engagement
• Stakeholders' unfamiliarity with format
• Lack of buy-in from proprietors
• Absence of standards, strategy,
  measures
• IT limitations
• Elasticity of time and place
• Low levels of efficacy and trust
UM Social media Wave 5




           http://bit.ly/g8JspN
So What?
Trust in communications has changed




http://slidesha.re/ekbc0
Smart Mobs: Democracy in action?

                               bit.ly/gKArcx

         gawker.com/5733816/




                                       nyti.ms/e5P1Ul
What can we learn from BP?
The truth will out
                     http://bit.ly/eERbxb
What can we learn from WikiLeaks?
Social For Good
The power of the individual

             bethkanter.org
Online to offline action: DoSomething.org
Big businesses are using it for good




                 refresheverything.com
..and connecting like minded-individuals
                             nikerunning.nike.com
What does this   mean for me?
Should you throw a party or join one?
Identifying relevant communities
Choosing which communities

  No of Posts        Date of last post
  and Topics        in the main thread

                Members
                  List

 Structure and      Contact details for
 Management           the moderator
                             Source: Helpfultechnology.com
Cost of ownership considerations
• Hosting and maintenance
• Usabilility: IA + interface design + code
• User experience: useability+design+content

• But what is the real cost of not engaging...
Set an objective

       Listening              Buzz generation

   Audience insight,        Stimulating discussion,
  understanding views        encouraging sharing


    Co-production          Discussion & Response

Working with a community       Driving take-up,
 to produce a resource       asking for feedback



                                        Source: Helpfultechnology.com
Rule of participation inequality
Wikipedia for example:
99.8, 0.2, 0.003




                            Rule: Jakob Nielsen
                          Source: bit.ly/ggRqCW
Managing communities

Creators:   Maintain, promote, reward



                          Reward interactivity
                          Build in Status
  Commentators:           Personally interact
                          Ask questions

                          Increase interactivity
                          Co-creation
     Lurkers:             Progressive
                          disclosure


                              Increase engagement
        Strangers:            SEO
                              Widgets and Virals
Develop a partnership strategy




Source: Helpfultechnology.com
Continual optimisation




Source: UK Government GCN/COI Interactive Services
Measures of success - KPIs
Outputs
 How many visits, referrals, subscribers, loyalty,
 web analytics, bounce rates

Outtakes
 Message and experience for user satisfaction,
 measuring change of attitude

Outcomes
Action - what do you want the user to do?
                                 Source: UK Govt COI Interactive services
Developing and exit strategy


 Exit               Risks            Actions                 Evaluate
 options            •   Suspicion    •   Timing              • Monitor
   • Unpublish      •   Leadership   •   Transparent         • All social
   • Cease          •   Reputation   •   Brief Press           media
   • Remove         •   Resentment   •   Redirect            • Response
       engagement   •   Direction                              strategy
   • Transparent
logy.com
   • Hand back




                                                 Source: UK Govt COI Interactive services
5 things to watch out for
1 Build it and they will come

2 Too too strict

3 Conflict: Moderator and/or participants

4 Too complex

5 Neglect
Code of conduct
•   Be credible
•   Be consistent
•   Be transparent
•   Be relevant
•   Be an ambassador for
    your organisation
Are you ready?
1   Are you listening?
2   Do ALL employees understand the risks?
3   Rapid response?
4   Strategy in place?
5   Had crisis training?
6   Clear on the roles and responsibilities
7   Top down and bottom up strategies
Thank You!




Tiffany St James
tiffany@stimulationltd.co.uk
Twitter:@tiffanystjames
Slideshare.net/tiffanystjames

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Online Communities: How to encourage involvement

  • 1. Online communities: encouraging involvement Tiffany St James (On Twitter, Linked In, Slideshare, Facebook, Skype..) tiffany@stimulationltd.co.uk Source: xkcd.com
  • 2. Community engagement benefits • Connecting with like-minded individuals • Peer to peer recommendations • Resourses, resourses, resources • Stimulating the debate of your most interest • Engaging with people in the their spaces • eCRM • Data collation • Product testing • Informing business, brand, product strategy • The financial worth of ‘Likes’
  • 3. Community of interest Source: http://mygarden.rhs.org.uk/forums/ Source: Helpfultechnology.com
  • 4. Community of action Source: http://fairtradetowns.ning.com/ Source: Helpfultechnology.com
  • 6. Community of practice Source: Helpfultechnology.com
  • 7. Community of circumstance Source: http://www.tripadvisor.com/ Source: Helpfultechnology.com
  • 8. Types of online community Led by individuals Fan Community forums Hyperlocal blogs sites Big group forums Conversation Campaign Content oriented communities oriented Customer Magazine forums off-shoots Led by organisations Source: Helpfultechnology.com
  • 9. Risks of online engagement • Stakeholders' unfamiliarity with format • Lack of buy-in from proprietors • Absence of standards, strategy, measures • IT limitations • Elasticity of time and place • Low levels of efficacy and trust
  • 10. UM Social media Wave 5 http://bit.ly/g8JspN
  • 12. Trust in communications has changed http://slidesha.re/ekbc0
  • 13. Smart Mobs: Democracy in action? bit.ly/gKArcx gawker.com/5733816/ nyti.ms/e5P1Ul
  • 14. What can we learn from BP?
  • 15. The truth will out http://bit.ly/eERbxb
  • 16. What can we learn from WikiLeaks?
  • 18. The power of the individual bethkanter.org
  • 19. Online to offline action: DoSomething.org
  • 20. Big businesses are using it for good refresheverything.com
  • 21. ..and connecting like minded-individuals nikerunning.nike.com
  • 22. What does this mean for me?
  • 23. Should you throw a party or join one?
  • 25. Choosing which communities No of Posts Date of last post and Topics in the main thread Members List Structure and Contact details for Management the moderator Source: Helpfultechnology.com
  • 26. Cost of ownership considerations • Hosting and maintenance • Usabilility: IA + interface design + code • User experience: useability+design+content • But what is the real cost of not engaging...
  • 27. Set an objective Listening Buzz generation Audience insight, Stimulating discussion, understanding views encouraging sharing Co-production Discussion & Response Working with a community Driving take-up, to produce a resource asking for feedback Source: Helpfultechnology.com
  • 28. Rule of participation inequality Wikipedia for example: 99.8, 0.2, 0.003 Rule: Jakob Nielsen Source: bit.ly/ggRqCW
  • 29. Managing communities Creators: Maintain, promote, reward Reward interactivity Build in Status Commentators: Personally interact Ask questions Increase interactivity Co-creation Lurkers: Progressive disclosure Increase engagement Strangers: SEO Widgets and Virals
  • 30. Develop a partnership strategy Source: Helpfultechnology.com
  • 31. Continual optimisation Source: UK Government GCN/COI Interactive Services
  • 32. Measures of success - KPIs Outputs How many visits, referrals, subscribers, loyalty, web analytics, bounce rates Outtakes Message and experience for user satisfaction, measuring change of attitude Outcomes Action - what do you want the user to do? Source: UK Govt COI Interactive services
  • 33. Developing and exit strategy Exit Risks Actions Evaluate options • Suspicion • Timing • Monitor • Unpublish • Leadership • Transparent • All social • Cease • Reputation • Brief Press media • Remove • Resentment • Redirect • Response engagement • Direction strategy • Transparent logy.com • Hand back Source: UK Govt COI Interactive services
  • 34. 5 things to watch out for 1 Build it and they will come 2 Too too strict 3 Conflict: Moderator and/or participants 4 Too complex 5 Neglect
  • 35. Code of conduct • Be credible • Be consistent • Be transparent • Be relevant • Be an ambassador for your organisation
  • 36. Are you ready? 1 Are you listening? 2 Do ALL employees understand the risks? 3 Rapid response? 4 Strategy in place? 5 Had crisis training? 6 Clear on the roles and responsibilities 7 Top down and bottom up strategies
  • 37. Thank You! Tiffany St James tiffany@stimulationltd.co.uk Twitter:@tiffanystjames Slideshare.net/tiffanystjames