The document discusses strategies for building an effective community using social media. It outlines a 7-step process: 1) profile internal community members, 2) match profiles to participation levels, 3) identify appropriate tools, 4) profile external communities, 5) determine objectives, 6) allocate resources, 7) rollout the strategy. Key aspects include identifying champions, dealing with critics, justifying ROI to management, and setting guidelines for employee participation. Metrics for measuring success include quantitative metrics like comments and followers as well as qualitative feedback.

1. Module 7: Strategy and ROI Building the community

2. The Social Technographics ™ Ladder “ Taken together, these groups make up the ecosystem that forms the groundswell. “ By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.” Six groups: Creators, critics, collectors, joiners, spectators, inactives Groundswell.forrester.com

3. The Social Technographics ™ Ladder Forrester classifies people according to how they use social technologies. Can quantify the number of online consumers within these groups using our consumer surveys. Source: Forrester CREATORS CRITICS JOINERS SPECTATORS INACTIVES COLLECTORS

4. The Social Technographics ™ Ladder * Groups include people participating in at least one of the activities monthly. Creators make social content go. They write blogs or upload video, music, or text. Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Joiners connect in social networks like MySpace and Facebook. Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews Inactives neither create nor consumer social content of any kind. Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site. Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above INACTIVES SPECTATORS JOINERS COLLECTORS CRITICS CREATORS

5. Step 1: Identify internal community Profile them: How do they participate? If you regularly ... Your profile is: blog, tweet, upload Creator write reviews, post replies Critic tag objects, use RSS Collector join a network Joiner read blogs Spectator do none of the above Inactive

6. Step 2: Matching Identify the comfort level for participating. Profile Example Goal Tools Creator amplify word of mouth blogs Critic product development wikis Collector market research RSS Joiner public relations social network Spectator canary in the coalmine brand monitoring Inactive getting started search

7. Step 3: Identify tools and objectives Tool Description Objectives Internal blog Multiple individual/group blogs For employees and interns only – gauge talent Internal Forums Technology discussions Customer facing and internal-only LinkedIn Business networking Make employees, partners, suppliers upload profiles Wiki Collaborative publishing Employees, partners, customers, students – open knowledge database Facebook fan page Showcasing new products, launches Engagement with advocates Twitter Microblogging Engagement, Brand awareness, Media relations YouTube CEO’s speeches, talks Promote CEO thought leadership

12. Building the community

20. Dealing with the trolls Source: 2008 Forrester Research