online communities: how to encourage involvement

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Online communities: encouraging involvement Tiffany St James (On Twitter, Linked In, Slideshare, Facebook, Skype..) [email protected] Source: xkcd.com

Post on 13-Sep-2014

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How to encourage involvement in online communities and galvanise like-minded individuals into action

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Page 1: Online Communities: How to encourage involvement

Online communities: encouraging involvement

Tiffany St James

(On Twitter, Linked In,

Slideshare, Facebook, Skype..)

[email protected]

Source: xkcd.com

Page 2: Online Communities: How to encourage involvement

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’

Page 3: Online Communities: How to encourage involvement

Community of interest

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

Page 4: Online Communities: How to encourage involvement

Community of action

Source: http://fairtradetowns.ning.com/ Source: Helpfultechnology.com

Page 5: Online Communities: How to encourage involvement

Community of place

Source: Helpfultechnology.com

Page 6: Online Communities: How to encourage involvement

Community of practice

Source: Helpfultechnology.com

Page 7: Online Communities: How to encourage involvement

Community of circumstance

Source: http://www.tripadvisor.com/

Source: Helpfultechnology.com

Page 8: Online Communities: How to encourage involvement

Types of online community

Led by individuals

Led by organisations

Content

oriented

Conversation

oriented

Magazine off-shoots

Fan forums Hyperlocal

sites

Customer forums

Community blogs

Campaign communities

Big group forums

Source: Helpfultechnology.com

Page 9: Online Communities: How to encourage involvement

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

Page 10: Online Communities: How to encourage involvement

UM Social media Wave 5

http://bit.ly/g8JspN

Page 11: Online Communities: How to encourage involvement

So What?

Page 12: Online Communities: How to encourage involvement

Trust in communications has changed

http://slidesha.re/ekbc0

n

Page 13: Online Communities: How to encourage involvement

Smart Mobs: Democracy in action?

bit.ly/gKArcx

nyti.ms/e5P1Ul

gawker.com/5733816/

Page 14: Online Communities: How to encourage involvement

What can we learn from BP?

Page 15: Online Communities: How to encourage involvement

The truth will out

http://bit.ly/eERbxb

Page 16: Online Communities: How to encourage involvement

What can we learn from WikiLeaks?

Page 17: Online Communities: How to encourage involvement

Social For Good

Page 18: Online Communities: How to encourage involvement

The power of the individual

bethkanter.org

Page 19: Online Communities: How to encourage involvement

Online to offline action: DoSomething.org

Page 20: Online Communities: How to encourage involvement

Big businesses are using it for good

refresheverything.com

Page 21: Online Communities: How to encourage involvement

..and connecting like minded-individuals nikerunning.nike.com

Page 22: Online Communities: How to encourage involvement

What does this mean for me?

Page 23: Online Communities: How to encourage involvement

Should you throw a party or join one?

Page 24: Online Communities: How to encourage involvement

Identifying relevant communities

Page 25: Online Communities: How to encourage involvement

Choosing which communities

No of Posts

and Topics

Date of last post

in the main thread

Structure and

Management

Contact details for

the moderator

Members List

Source: Helpfultechnology.com

Page 26: Online Communities: How to encourage involvement

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...

Page 27: Online Communities: How to encourage involvement

Set an objective

Listening

Audience insight,

understanding views

Buzz generation

Stimulating discussion,

encouraging sharing

Discussion & Response

Driving take-up,

asking for feedback

Co-production

Working with a community

to produce a resource

Source: Helpfultechnology.com

Page 28: Online Communities: How to encourage involvement

Rule of participation inequality

Rule: Jakob Nielsen

Source: bit.ly/ggRqCW

Wikipedia for example:

99.8, 0.2, 0.003

Page 29: Online Communities: How to encourage involvement

Creators: Maintain, promote, reward

Commentators:

Lurkers:

Strangers:

Managing communities

Increase interactivity

Co-creation

Progressive

disclosure

Increase engagement

SEO

Widgets and Virals

Reward interactivity

Build in Status

Personally interact

Ask questions

Page 30: Online Communities: How to encourage involvement

Develop a partnership strategy

Source: Helpfultechnology.com

Page 31: Online Communities: How to encourage involvement

Continual optimisation

Source: UK Government GCN/COI Interactive Services

Page 32: Online Communities: How to encourage involvement

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

Page 33: Online Communities: How to encourage involvement

Developing and exit strategy

Exit options

• Unpublish

• Cease

• Remove engagement

• Transparent

• Hand back

Risks

• Suspicion

• Leadership

• Reputation

• Resentment

• Direction

Actions

• Timing

• Transparent

• Brief Press

• Redirect

Evaluate

• Monitor

• All social media

• Response strategy

Source: Helpfultechnology.com

Source: UK Govt COI Interactive services

Page 34: Online Communities: How to encourage involvement

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

Page 35: Online Communities: How to encourage involvement

Code of conduct

• Be credible

• Be consistent

• Be transparent

• Be relevant

• Be an ambassador for

your organisation

Page 36: Online Communities: How to encourage involvement

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

Page 37: Online Communities: How to encourage involvement

Thank You!

Tiffany St James

[email protected]

Twitter:@tiffanystjames

Slideshare.net/tiffanystjames