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Getting Started With Community
Kellie Parker, SEGAConnie Bensen, Techrigy
Dave Peck, LSF Corp
Community 2.0 Conference WorkshopMay 11, 2009
Introductions
Kellie Parker Twitter: @kellieparker Email: kellie.parker@sega.com
Connie Bensen Twitter: @cbensen Email: conniebensen@gmail.com
Dave Peck Twitter: @davepeck Email: dpeck@lsf-corp.com
Morning Agenda
9:00 AM – Welcome and Introductions
9:15 AM – Overview of the Day
9:30 AM – Types of Communities (Dave)
10:00 AM – To Join or To Build? (Kellie)
10:30 AM – Break
10:45 AM – Community Mgr’s Toolbox (Kellie)
11:30 AM – Metrics & ROI (Connie)
12:15 PM – Questions
12:30 PM -- Lunch
Afternoon Agenda
1:30 PM – Community Culture (Kellie) 2:45 PM – Break 3:00 PM – Internal Matters (Connie) 3:45 PM – Questions 4:00 PM – End of Day
Types of Communities
Dave Peck
Typical Online Communities
Brand Loyalty (B2C) The brand/product is the focus of content Community is owned/managed by company.
Shop Talk (Communities of Practice) Focus on exchange of information around a topic How do I…” and “Where do I…” questions
Professional Collaboration & Learning (B2B) Very controlled private space for collaboration Usually internal or subscription-based
B2B & B2C and Traffic Driving
B2C Target general public SEO, blogger outreach, & advertising drives traffic Accept and celebrate all who join
B2B Target highly defined memberships Invitations and WOM drive traffic Clear membership guidelines Membership acceptance criteria
Community is at the Center
Figuring Out Your Goals
Some Typical Goals
Break down geographical barriers globally Connect people in different ways via interaction
Allow detailed & sustained conversations Deepen members’ relationship with the brand
Offer interactive access Relevant content & tools are a must for success
Build trusted relationships Provide better communication for members
Generate revenue or business returns (ROI) While ultimately serving member needs
Accomplishing Your Goals
Integrate Interaction How do you interact online in a way that serves both the
company’s & the members’ needs? Expectations are changing. People no longer want to be
passive recipients of information
The Real World & Trust Need transparency and evangelism Your community manager must be visible
Be clear about your goals before starting a community
B2B vs. B2C Needs & Traits
Typical Needs & Traits
Consumer Communities Large numbers Users share an experience Focus on low-touch
services Forums, ratings, self-serve
offerings Quick to scale, users have
weak ties Business model: scale =
financial success
Enterprise Communities Number can vary Members shape purpose Focus on higher touch
services Specific membership
offering Slow to scale, users have
deeper ties Shared mission Business model: hybrid
Join or Build?
Kellie Parker
The Question Feels Like This
… But Is More Like This
Before You Start a Community
What is already happening on the web around your brand or product? Look at Facebook, MySpace, YouTube, Flickr,
Twitter, Websites, Forums, and others
If brand/product evangelists exist, equip them If they don’t exist, build them
Social Media and Community
Break Time!
The Community Manager’s Toolbox
Kellie Parker
There Are Lots of Options
… and many more!
It May Feel Like a Jumble…
The Key: Get a Strategy & Stick to It
The Community Toolbox
Don’t use a wrench if you need a hammer Use each tool to its best advantage Know your available tools Know what each tool is good for Figure out what tools you need Select the toolbox (vendor) with those tools Select a vendor whose people you like & trust
Meet the Tools
Forums Chat Blogs Wiki Groups Facebook Twitter And many more…
Forums
Good For: User-to-user support Open discussions Putting users in control
of discussion Light participation from
company reps
Not Good For: Press releases Collaboration on a
central item Real-time Q&A
Chat
Good For: Real-time Q&A Customer Service Special Occasions (ask
the expert, etc) Real-time events
(watching an event together on TV)
Not Good For: Big conversations Collaboration on a
central item
Blogs
Good For: Composed thoughts Explaining things Sharing web links and
media Keeping customers
updated
Not Good For: User-to-user interaction Collaboration on a
central item Real-time discussion
Wiki
Good For: User collaboration on a
central item Knowledge Sharing How-To documents
Not Good For: User-to-user interaction Opinion pieces Real-time discussion
Groups
Good For: User segmentation Loyalty Niche interest sharing
Can contain many of the other tools within the group structure
Good For: Loyalty (“fan of”) Information updates Asset spreading Light user interaction Bringing people to your
site or community
Not Good For: Heavy user interaction Real-time discussion Community home
Good For: Short updates Quick sharing of info Light user interaction Bringing people to your
site or community
Not Good For: Heavy user interaction Long bits of content Community home
… and more
Photo galleries Video galleries Status updates Comments Favorites YouTube Flickr MySpace
Buy vs. Build
Building may seem tempting Don’t re-invent the wheel Think about future updates and maintenance Tools are only half the battle
In most cases, buying is better than building
Strategy
Determine who your users are, what they need/want to do when they get there
Find a platform with tools and options that best fit your needs
Determine your technical needs and resources Start small, build for future growth After launch, re-evaluate as your community
grows
Metrics & ROI
Connie Bensen
Metrics & Measurement
Step 1: Identify Business Objectives Step 2: Decide on Priorities Step 3: Choose What to Measure & Tools
Quantitative Qualitative
Step 4: Benchmark Step 5: Identifying Trends & Reporting
Business objectives
Generate more word of mouth Increase customer loyalty Bring outside ideas into organization Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs
Monthly Reporting
Use a template including the following :
Ongoing review of goal accomplishment Quantitative + Web analytics, Social Media analytics Qualitative Quotes – Use for marketing Benchmark based on previous report Report on Trends Recommendations
Quantitative
Activity on site Number of visitors & repeat visitors Number of registered users versus active Frequency of posting & number of comments Types of searches
Number & type of content created Number of relationships created Usage of features Number of subscriptions via email & rss Increase in SEO rank
Web Traffic Google
Analytics
vs
Social WebTechrigy SM2
Qualitative
Gather testimonials Marketing use Product development & use cases Identify brand advocates Appreciation for customer service
Document link to source for follow-up
Identifying Trends
Ongoing Note & report customer requests needing immediate assistance Identify topics requiring FAQ’s or blog posts
Monthly Marketing /Public Relations Feedback on connection of messaging Identify sites for potential partnerships Report on time periods of high traffic Feedback on brand sentiment
Executive/Management Overview of brand sentiment & competitive analysis Offer insight/suggestions on future trends & key industry topics
Social Media Monitoring Tools
Blogs Google Alerts, Yahoo Alerts
Comments Backtype
Message Boards Board Reader, BoardTracker
Twitter TweetBeep, TwitterSearch
Social Bookmarking StumbleUpon, Digg, Reddit, Delicious
Social Media Search Engine
SocialMention, Serph, Keotag
Social Media Monitoring Tools
Multimedia Search YouTube, Flickr
Custom Feed Social Media Firehose, Yahoo Pipes
Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies
Website Traffic Google Analytics, Quantcast, Alexa, Compete
Blog Traffic & Backlinks
Technorati, Wordpress
Overview Xinu
Building Brand in Networks
LinkedIn Groups Facebook Groups PostRank FriendFeed Twitter Identica, Plurk Ning Communities
Questions?
Lunch
Community Culture
Kellie Parker
Culture Defined
The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.
Merriam-Webster Online Dictionary
Community Forms Culture
Linked In
Digg
Gawker
YouTube
I Can Has Cheezburger
Survivor Sucks
Rules & Standards
Every community needs them Should be in plain “layman” language Should clearly state what is and is not ok Should be tailored to your community All users should agree at registration Moderators should use them as a guide Look at other sites’ rules to get started Refine over time
Common Rules
No profane, sexist, or racist language No personal attacks No profane or pornographic images No discussion of illegal activities No copyright infringement No spam No viruses, trojans, or malicious files
Culture is More Than Rules
What tone of conversation do you want? What kind of “energy” do you want there? What do you want users to tell their friends
about your community? What do you want to be known for? What do you want to discourage? How will
you do that while reinforcing culture?
Setting Culture from the Beginning
Set up infrastructure to promote culture Mods & staff model culture at all times Enforce rules fairly and consistently Recognize users who demonstrate culture
Break
Internal Matters
Connie Bensen
Internal Influence
Change Agent MetaCustomer Provide innovative & unconventional ideas Provide a new perspective Plant seeds of change
Executive Sponsorship
Community is a long term commitment Value for the brand ROI of Community
Business requirements Stakeholder
For Success Active Engagement Embrace & support culture change
Management
A Community Manager is a: Relationship expert Translator Communications hub Resource Center
Internal Web 2.0 Ambassador
teach peers about social media tools advocate for their adoption increase awareness inside company of
customer’s needs & attitudes facilitate communication
Questions?
THANK YOU!
Kellie Parker Twitter: @kellieparker Email: kellie.parker@sega.com
Connie Bensen Twitter: @cbensen Email: conniebensen@gmail.com
Dave Peck Twitter: @davepeck Email: dpeck@lsf-corp.com
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