10 Steps to build effective social media communities for business. Contact haughwout@oulixeus.com for details on how I can present this to your company as a speaking engagement or as a two-day instructional class in social media

1. BUILDING EFFECTIVE
COMMUNITIES
FOR
BUSINESS
Jim Haughwout

2. Approach:
to Build Effective
10 Tips Communities for
Business
Based on Real-world Lessons:

3. 1. Treat Your Community
as a Channel
not a Destination

4. Traditional
Customer
Channels
(Pre-Internet)

5. Added
Customer These did not destroy
Channels traditional marketing
By the Internet
We Assimilated these New Channels

6. New
Customer Channels
Thanks to Web 2.0
We need to
manage these just
like
our other channels:
 Define key message
 Target audience
 Define interaction
 Manage content
 Report and analyze

7. 2. Put Your Finger
on the Problem

8. If you jump on the
Bandwagon
You’ll Just Implement
Technology
To achieve
business
results, you
need to focus
on solving a
problem

9. Instead Define the
6σ
Problem
You Want to Solve
Structured
Problem
Statement Addressable
Market
Position
Return on
Investment

10. Example Defining a More on this
Problem Solution in
Our Next Tip
To Solve
Problem We have many members but they
are not generating sufficient
Statement online revenue
Addressable  Photo and craft enthusiasts
Market  Photo “professional amateurs”
Solution Create a community that taps ideas
of “professional amateurs” to incent
Position craft enthusiasts buy online products

11. 3. Destination
Pick Your
Before You Leave

12. If You Do Not Know
Where You Are Going
How Will You Know When (or If) You’ll Get There?
Don’t
“Eye Ball” it:
Get a Map…
Map Your
Success
from Your
Value Chain

13. Five Examples of Mapping Your
Community Value Chain
To Define Success…
 Members  Leads Conversions
 UGC  Page Views Ad Revenue
 UGC ✚ Tags  Topics Targeted Ads
 Members ✚Tag their UGC  Demo Data
Affiliate Marketing Campaigns
 Feature Promotions  Member Interaction
Click-through-Sales

14. This Converts
Member Interaction
into a Sale

15. 4. Use the Right Tool
for the Job

16. There is More
Than One Tool
To Build Business
Communities
Don’t
Automatically
Try to Build Your Own:
You have Many Tools to Use
Pick the One that Fits Your Problem

17. Mobile Social
Low Involvement Threshold
Leverages ubiquity of
mobile phones and easy of
user identity to drive action
Social Contests
Low-Med Involvement Threshold
Harnesses competition and
social reputation to drive
content creation

18. Crowdsourcing
Medium Involvement Threshold
Taps the “wisdom” of
crowds to elicit “pre-
approved” ideas
Full Destinations
High Involvement Threshold
Strengthens existing
communities with branded
Facebook- or LinkedIn-like
social network

19. 5. Remember,
It’s Not Just
About You
© The Walt Disney Company, 1937

20. People are Busy,
They Will Only Participate
If it is Worth Their Time and Effort
Meet Your
Competition:

21. Which of these is
More Compelling?
Same Purpose, but Different Presentation
Can you let What would
us know you like us
where we to provide
O
can sell R
to make
things and you happier
make with our
money? product?

22. A Real-life Example
Of a Community That is Compelling to its Customers
“Would you
like to lose
weight and
look better?”

23. 6. Let your,
Members be
Themselves

24. “I Already Have Too Many Accounts…
Don’t Make Me Join Y.A.N.”
I Won’t (If I do, I’ll likely forget)
Now You
Come Along...
Can You
Join Our
Network
Too
?

25. Let People Extend Their Network
By Using Existing Identities
This eliminates a
huge barrier to
registration and
participation

26. Another Real-life Example
Small Business Communities: Two Different Models
vs.

27. 7.
Greedy
Don’t be
© Twentieth Century Fox Film Corporation, 1987

28. Not Everyone Is a Creator…
Most Are Spectators
Until They Find Something They Like
Creators
Critics
Joiners
Spectators
The Social Technographics Ladder
Source: Forrester Research, Inc. 2009
0% 25% 50% 75%

29. Be Open With Your Content
Let Everyone In
When you make people
Join before you show
them content you
miss half of your market
When you design for
Creators you are
designing for less than
¼ of your market
“Creator Oaks” “Greedy is NOT Good”

30. However, Most Ignore This
An Example of Great Community that is “Gated”

31. Open Network Interaction
Let People Be Spectators Before Joiners & Beyond

32. 8. Treat Your
Community
Like a Garden

33. Step 1:
Seed Compelling Content
To Attract “Like Content” from Others
Let’s
Take a
Look

34. Real World
Example:
Result of
Seeding
Expert
Content
New
Valuable
Member

35. Step 2:
Nurture the Community
Like a Garden to Make It Grow
Week 1 Week 2 Week 3 Week 4 Week 5

36. Step 3:
Prune the Weeds
To Prevent Bad Elements From Taking Over
Weed Your Content
Through Moderation
 Highlight Good Content
 Archive Old Content
 Edit or Send Back
Content with Errors
 Reject Inappropriate
Content

37. Crowdsourcing Without Moderation:
The National Dialog

38. 9. Create
a SAFE
Environment

39. If You Do Not Create
Safe Environment
Your Members Will Be Afraid to Participate
Look at your
personal
experience…
Which mainstream
social networks
have you joined?
Which did you join
first?

40. You Need to Employ
Four Tools
To Create A Safe Community
1. Attribution
2. Privacy
3. Flagging
4. Moderation
If You Do Not Have
ALL of These Your
Community is Unsafe

41. Safety Tool #1:
Attribution
Make Critics & Creators Identify Themselves
 Raises likelihood of valuable
content (UGC)
 Encourages more civil
discussion
 Enables targeted action (both
rewards and penalties)

42. Safety Tool #2:
Privacy Controls
Keep Data Private Unless Told Otherwise
 Builds trust through control
 Ensures regulatory
compliance
 Reduces risk of social
network abuse

43. Safety Tool #3:
Flagging
Enable Members to Police Themselves
 Flag content as
Inappropriate
 Escalates
attention for
Moderation
 Automated
removal upon
threshold
Provides 24 7, Empowered Protection

44. Safety Tool #4:
Moderation
Enable Community Managers to Moderate Content
 Enables
Message Control
 Pro-actively
Protects Your
Members
 Enables You to
Reward Good
Content (and
Penalize Bad)

45. 10. Connect All
the Dots to
Capitalize on
Your Idea

46. If you leave your
Community Detached
It Won’t Drive Results Into Your Value Chain
Instead you will
just create a place
to socialize…
To avoid this, you
need to embed the
community into
your enterprise

47. At a Minimum, You Need To
Connect Three Elements:
To Form the Core of Your Value Chain
The Community:
Where you attract insight
and input from partners
360 View
and customers
The Data Warehouse:
z
Where you analyze Your Back Office:
your customers z Where you automate
across the community rules and workflow
and your enterprise for
SFA, CRM, ERP, etc.
based on customer
insight

48. When You Link These to All Channels
You Leverage the Community
To Create the Most Value
CRM
SFA
ERP

49. The Communities Highlighted Today
Have “Connected The Dots”
To Obtain Large Returns on their Investments

50. Day Job:
Neighborhood America
CIO & VP of Technology
http://www.NeighborhoodAmerica.com
For More Information:
Email: Jim@NeighborhoodAmerica.com
Twitter: http://Twitter.com/JHaughwout
Blog: http://www.The-Corner-Office.com
Questions?