Building an online community

(or how to swap your lurkers for readers plus)

Sam Shepherd, Digital Projects Co-ordinator, Bournemouth Daily Echo

If you build it, some will come•Lurkers

less than 3% of monthly UUs are registered to comment

•Shouters aka the green ink brigade

•Readers+

Readers plus are:• pernickity• critical• elsewhere• conversational• demanding• newsagents• delivery boys• brand ambassadors• reporters

How do you get them?

Talk to them.

• twitter • facebook• flickr• tumblr• your comments

a brief aside about numbers

46% direct traffic

41.3%search

but it's still worth doing•not all socmed traffic is measurable

•one reader plus is worth 10 lurkers*

•RPs want innovation, apps, tailored services.

(they might even pay, just because they like you)

*no, not based on actual figures

Twitterinstant, entertaining, conversational and

very social

time-eating media bubble that skews perspective

use it - engage with your followers - but don't let it rule your day

Facebook• the great untapped resource

• 50% of active users log in daily

• time spent on Facebook in UK = 6 hours a month

• 70,000 people already have Bournemouth connected to their profiles

Flickr

ready made communityready made content

ready made rulesvery specific interest range

but what if they don't like us?three facts:

1. you'll never please everyone2. they won't always agree with your

choices3. you may not always agree with your

choices

three rules:

4. be honest and civil5. don't respond by shutting down the

debate6. talk TO people, not about them

the time:reward ratio

to do it properly takes time

the reward is not always tangible

find the niche: learn what your readers want or need

build for the future

thank you