Presentation given on #ehsaldmc on 7 March 2013. Talks about what a community is, why to build one, how to start and nurture a community and measure success.
3. Social Media is easy
Community building is hard
a decent online course
costs $8000 USD
âcommunity managementâ=
moderating a social media presence =
not what this is about
@kodel
6. â˘âŻ network â˘âŻ force of like
â˘âŻ learn minded people
â˘âŻ make friends â˘âŻ get project done
â˘âŻ ďŹnd work â˘âŻ inďŹuence
â˘âŻ get access â˘âŻ defend interest
YOU WIN/WIN COMMUNITY
When you provide value to others,
it will reďŹect positively on you
@kodel
7. The pyramid of inďŹuence
source: Alex de Carvalho, @alexdc
@kodel
15. Companies want communities to
â˘âŻ Do marketing for them (wrong!)
â˘âŻ Learn how they can become better
â˘âŻ Delegate work to people outside
â˘âŻ Do market research
â˘âŻ Develop a product or service
â˘âŻ Lower support cost
â˘âŻ Decrease churn
@kodel
28. The ďŹrst steps (how to start)
â˘âŻ Select people (start with common interest)
â˘âŻ Propose what to do together
â˘âŻ Get exposure for the work, even if small
â˘âŻ Talk about goals (eliminate on values)
â˘âŻ DeďŹne membership
â˘âŻ Give active people a higher status
â˘âŻ Attract new people from network of existing
â˘âŻ Create core group to steer the initiative
â˘âŻ Get together physically (show the activity)
@kodel
29. Critical Success Factors
Membership: a feeling of belonging
Purpose: goals of members match those of the
community
Identity: members have a way to express that
they are part of the community
InďŹuence: members feel they can inďŹuence and
be inďŹuenced by the community
Attachment: members share an emotional
connection
@kodel
30. Roles in community building
source: Forrester, online community best practices
@kodel
32. Phase 1: Inception
â˘âŻ Focus on growth
â˘âŻ Develop relationships with potential
members
â˘âŻ Nurture an active core group
â˘âŻ Foster tone and style
The community reaches critical mass when
>50% of growth and activity is generated by
members.
source: the pillar summit
@kodel
33. Phase 2: Establishment
â˘âŻ Focus on activity
â˘âŻ Deepen sense of community
â˘âŻ Broaden outreach
â˘âŻ Create content for and about the
community
50 to 90% of growth and activity is
generated by members.
source: the pillar summit
@kodel
34. Phase 3: Maturity
â˘âŻ Focus on scaling the community
â˘âŻ Maintain sense of community
â˘âŻ Assess and opimize processes
â˘âŻ Co-create content and develop collective
value
More than 90% of growth and activity is
generated by members.
source: the pillar summit
@kodel
35. Phase 4: Mitosis
â˘âŻ Focus on division and expansion
â˘âŻ Monitor for subcommunity developments
â˘âŻ Consult community
â˘âŻ Conceive and establish new community
Repeat life cycle process for each new
community.
source: the pillar summit
@kodel
37. Measuring success: quantitative
â˘âŻ Number of interactions versus number of
members (=activity)
â˘âŻ How many people communicate externally
about their membership?
â˘âŻ (if applicable) growth
or requests for membership
â˘âŻ Value in $, e.g. number of ideas
generated x value per idea + number of
times mentioned on internet + value per
mention
@kodel
38. Measuring success: qualitative
Set KPIâs for the previous parameters, but
donât forget to also deďŹne your goals:
â˘âŻ retention
â˘âŻ acquisition
â˘âŻ customer care
â˘âŻ lowering development cost
â˘âŻ increasing product to market ďŹt
@kodel