online community vips: how to collaborate with community very important participants
TRANSCRIPT
By Anouk WillemsResearch Innovation Manager
@AnoukW1
How to collaborate with Community
Very Important Participants
Online Community VIPs
ARE THERE
VIP’S IN
COMMUNITIES?
WHO ARE THEY?
Hi! I’m AnoukUtrecht, The Netherlands | Research
Innovation Manager | Marketing |
Co-creation | Mobile communities |
Gamification | Co-researchers
Who’s on board..
WHO IN
OUR COMMUNITY?
participates
Thread Dynamic
Cognitive
Effort
10%
47%
17%
25%
High
Low
Early Late
Ø = Participation Intensity
% = Community share 1%
?
5 MEMBER
PROFILES
identified
N=1595 comments,
63 members
Insights? High level of cognitive effort
Timing? FiPo*
Frequency? High
Size? 1%
Motivation? Give recognition
COMMUNITY LEADER
Insights? High level of cognitive effort
Timing? Early
Frequency? High
Size? 10%
Motivation? Give recognition
INSIGHTFUL INITIATOR
Insights? Medium level of cognitive effort
Timing? Middle
Frequency? Medium
Size? 47%
Motivation? Encourage them
MIDDLE MESSENGER
Insights? Low level of cognitive effort
Timing? Middle
Frequency? Low
Size? 25%
Motivation? Give personal attention
SPARSE SPORADIC ?
Insights? Medium level of cognitive effort
Timing? Late
Frequency? Low-Medium
Size? 17%
Motivation? Challenge reflection
REFLECTIVE REPEATER
Topic
Launch
Informal
Moderation
Formal
Moderation
Informal
Moderation²
Info-structuring Hypothesis validation
& Illustrations
Moderation & Analysis Flow
DIFFERENT MEMBERS,
different motivations
SO,
ALL MEMBERS
ARE
IMPORTANT…
..BUT ONLY SOME
ARE ALLOWED
backstage
THEY ARE VERY
PARICIPANTS
involved
Participant
HOW TO TURN A
PARTICIPANT
INTO A ‘VIP’
Community VIP
ACCEPT OUR
challenge
3 CHALLENGES TO
IDENTIFY YOUR
VIPs
Natural MODERATOR
BEHAVIOR
WHO IS OUR
co-moderator?
Time spend; 2x more time
Language 51% more social words
Personality: Higher self-efficacy
TRIANGULATION
WITH co-moderators
““
I really enjoyed being a
co-moderator. It really felt
like I was playing an
important role and that I
was being heard. Thank you
for asking me to do that. I
would love to do it again.
CO-MODERATORS
LOVE IT!
HOW TO
COLLABORATE WITH
co-moderators?
3 CHALLENGES TO
IDENTIFY YOUR
VIPs
FINDING OUR
blind spots
1/ Generation Gap
2/ Knowledge Gap
3/ Culture Gap
CLOSING THE
generation gap
Knowledge gap CROWD INTERPRETATION
GAME
3 CHALLENGES TO
IDENTIFY YOUR
VIPs
FINE-TUNING
CONCLUSIONS TO
CLOSE THE culture gap
SO,
ARE OUR VIPS
co-researchers
3 TAKEAWAYS
