developing & engaging online communities[1]

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Developing & Engaging Online Communities Stephen Warley [email protected] May 1, 2009

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Blogs, social networks, podcasts, on-demand video, mobile and the next technology yet to be invented continue to redefine the rules of engagement on the social web. Just as we adapt to one new technology we are left wondering if there is a new and better method for developing and engaging an online community.

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Page 1: Developing & Engaging Online Communities[1]

Developing & Engaging Online Communities

Stephen [email protected]

May 1, 2009

Page 2: Developing & Engaging Online Communities[1]

Organizations

Communities

Social Networks

Page 3: Developing & Engaging Online Communities[1]

Organize around a unique mission, interest or need to harness the passionof individuals to serve your organization, community or social network in a way that is most meaningful to them.

Page 4: Developing & Engaging Online Communities[1]

Stop Chasing Buzz Words,Create Communication Strategies

Page 5: Developing & Engaging Online Communities[1]

Stop Marketing,Develop Relationships

Page 6: Developing & Engaging Online Communities[1]

Give First,Then Receive

Page 7: Developing & Engaging Online Communities[1]

Be Genuine

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Start Small

Page 9: Developing & Engaging Online Communities[1]

If You Think It’s Cool,That’s a Red Flag

Page 10: Developing & Engaging Online Communities[1]

Keys to Community Development

Focus

Listen

Engage

Commit

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Who Are You?

1. What is the unique need you are serving?2. How is your offering or approach unique?3. Who are you trying to reach?4. What are your 3 primary strengths?5. What are your 3 primary weaknesses?

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80/20 Rule for Managing Resources

80% Output v. 20% Input

20% Output v. 80% Input

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Your Primary Goal

Fueling and Directing Your Community’s Passion

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Turning Your WebsiteInto a Community

1. Be a Resource2. Focus on Members/Supporters3. Change Homepage Regularly4. Solicit Feedback5. Tools for Sharing

Page 15: Developing & Engaging Online Communities[1]

downtownwineandspirits.com

Page 16: Developing & Engaging Online Communities[1]

rtnda.org

Page 17: Developing & Engaging Online Communities[1]

artsandbusinesscouncil.org

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localbroadcastsales.com

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tools for sharing

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Choosing DigitalCommunication Tools

1. Marketing Goals2. Financial Resources3. Time Management4. Viral Impact5. Communication Behavior6. Technology Comfort Level

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Marketing Goals

1. Sales Conversion2. Lead Generation3. Engagement

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Financial Resources

1. Return on Investment2. Free

Page 24: Developing & Engaging Online Communities[1]

Time Management

1. Workflow Assessment 2. “Unknowingly” Creating Content3. Learning Curve

Page 25: Developing & Engaging Online Communities[1]

utterli.com

Leave a Voice Mail for Your Community

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flickr.com

Take a Photo with Your Cell Phone and Post to Flickr

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twitter.com

Tweet During Events From Your Cell Phone

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Viral Impact

1. Genuine 2. Unique Content3. Easy to Share4. Identifying Influencers

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youtube.com “real life Facebook”

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HubArts.com

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jimsullivanink.com

Page 34: Developing & Engaging Online Communities[1]

universalhub.com

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http://stevegarfield.blogs.com/

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Identifying Influencers

1. Regularly Contact You 2. Bloggers3. Active Contributors4. Frequent Commenting

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Communication Behavior

1. Age 2. Survey Habits3. Experiment

Page 38: Developing & Engaging Online Communities[1]

surveymonkey.com

Page 39: Developing & Engaging Online Communities[1]

Technology Comfort Level

1. Novice 2. Intermediate3. Curious4. Advanced

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Recommended DigitalCommunication Tools

• E-mail• Video • Photos• Blogs

• Twitter• Social

Networks• Mobile

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Types of E-mail

1. One-on-One2. Blasts3. Newsletters

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mailchimp.com

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E-mail: Marketing Goals

1. Sales Conversation 2. Lead Generation3. Engagement

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E-mail: Time & Money

MODERATE

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E-mail: Viral Impact

HIGH

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E-mail: Ease of Use

Production: EASYConsumer: EASY

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E-mail Recommendations

1. Customize Messages2. Monitor Open and

Click Through Rates3. Keep It Brief4. Clear Call to Action5. Easy to Unsubscribe

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1. Personal Referrals 2. What Is Consumer Benefit?3. Be VERY Specific4. Start with an Action Word (search Google)5. Don’t Use “Free”6. Limit 5 to 7 Words

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dailycandy.com

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Types of Video

Distribution: Content:1. Own Website 1. Interviews2. YouTube 2. Expertise3. Podcasts 3. Behind the Scenes4. Syndication 4. Slideshow

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vailmusicfestival.org

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expertvillage.com

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huntingtontheatre.org

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www.youtube.com/yellowpages

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gardnermuseum.org/music/podcast/theconcert.asp

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Video: Marketing Goals

1. Engagement2. Lead Generation 3. Sales Conversation

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Video: Time & Money

HIGH

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Video: Viral Impact

HIGH

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Video: Ease of Use

Production: DIFFICULTConsumer: EASY

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Video Recommendations

1. No Longer Than 5 Minutes2. Flip Camera3. Apple iMovie3. Start with Interviews4. Flash

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theflip.com

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www.youtube.com/user/NYTVF

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Types of Photos

Distribution: Content:1. Own Website 1. Your Community2. Flickr 2. Events3. Facebook 3. “Ah Ha” Moments4. MySpace 4. Slideshow5. Blog Post6. Galleries

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facebook.com Search “BIMA”

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flickr.com Search “arts boston” under “groups”

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tenbyten.org

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Photos: Marketing Goals

1. Engagement2. Lead Generation 3. Sales Conversation

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Photos: Time & Money

MODERATE

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Photos: Viral Impact

HIGH

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Photos: Ease of Use

Production: MODERATEConsumer: EASY

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Photo Recommendations

1. Focus on Community2. E-mail to Flickr3. Be Creative

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Types of Blogs

1. Expertise2. Member News3. Organization News

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bostonhandmade.blogspot.com

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runningahospital.blogspot.com

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bostonist.com

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bostonreb.com

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overheardinnewyork.com

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Blogs: Marketing Goals

1. Engagement

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Blogs: Time & Money

Time: HIGHMoney: LOW

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Blogs: Viral Impact

MODERATE

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Blogs: Ease of Use

Production: MODERATEConsumer: EASY

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Blog Recommendations

1. Sharp Focus2. Conversational3. Encourage Comments4. Blogger Relationships5. Commit

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Twitter: Marketing Goals

1. Engagement

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Twitter: Time & Money

LOW

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Twitter: Viral Impact

MODERATE

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Twitter: Ease of Use

Production: EASYConsumer: EASY

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Twitter Recommendations

1. Sharp Focus- Events- “Ah Ha” Moments- Sharing Links

2. Follow and Engage3. Commit

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Types of Social Networks

1. Facebook2. LinkedIn3. Ning.com

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ning.com

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BrooklynArtProject.com

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mitxexchange.org

Page 95: Developing & Engaging Online Communities[1]

unlockaustin.com

Page 96: Developing & Engaging Online Communities[1]

Social Networks: Marketing Goals

1. Engagement2. Lead Generation3. Sales Conversion

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Social Networks: Time & Money

Time: MODERATEMoney: LOW

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Social Networks: Viral Impact

HIGH

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Social Networks: Ease of Use

Production: MODERATEConsumer: EASY

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Social Networks Recommendations

1. Be Genuine2. Photos3. “Ah Ha” Moments4. Hub for All Your Content5. Status Update

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Types of Mobile

1. Text Alerts2. Newsletter3. Special Offers

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Mobile: Marketing Goals

1. Lead Generation 2. Sales Conversion

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Mobile: Time & Money

HIGH

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Mobile: Viral Impact

MODERATE

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Mobile: Ease of Use

Production: HIGHConsumer: EASY

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Mobile Recommendations

1. Special Offers2. Core Community

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usshortcodes.com

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openmarket.com

mBlox.com

sybase.com

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Digital Communications Matrix

EASYHIGHHIGHHIGHYESYESMobile

EASYMODLOWMODYESYESYESSocial Networks

EASYEASYLOWLOWYESTwitter

EASYEASYHIGHYESBlogs

EASYMODMODMODYESYESYESPhotos

EASYDIFFICULTHIGHHIGHYESYESYESVideo

EASYEASYMODMODYESYESYESE-mail

UserProductionMoneyTimeSales Conversion

Lead Generation

Engagement

Page 110: Developing & Engaging Online Communities[1]

Stop Chasing Buzz Words,Create Communication Strategies

Page 111: Developing & Engaging Online Communities[1]

Developing & Engaging Online Communities

Stephen [email protected]

May 1, 2009