3. Agenda
• Communities – Drivers, Benefits & ROI
• Community RoadMap
• Community Build Functionality
• Example Community Sitemap & Features
• Community Case Studies & Benefits
8. •Business & shared Community Goals
•ROI & Measurement
•Community Purpose & Membership Value Proposition (MVP) definition
•Timescales & Budget (£)
Scope Agreement
•Technology scope/selection
Pre-Scope •Management & Reporting aims
•Business Strategy
•Brand
•Organisational Services Review
•Market Research – Customer/Member Analysis Assessment & Mission Workshops & Feedback
•Internal Interfaces /Community team capability review
Collation & Analysis •Social Media review/readiness/strategy (Groups/Communities)
•Communication
•Strategy for Success
•End-to-End Build Plan
•Milestones (KPI’s)
•Agree staged Site Development – Core/Recommended/Enhanced functionality
•Communication and Engagement Plan
Project Plan
•Team set-up,/ownership & accountabilities & Tech Spec
Create •Measures
•Process Map
•Build a Community Plan on Real People!
•Seek and Track Members (Influencers/Evangelist/Groups and Networks)
•Early Content development (Blog/Tweets)
•Early Member Adoption Tasks/Rewards/Privileges Pre Community Builder
•Build Community need - Create Desire / Anticipation (3 month Pre-Launch
Build – Relate, Attract & •First Community Member Search & Plan 1-10-100-1000
Engage •Gain Association/ Competitor Community Participation Strategy)
•Pre Launch Communications
•Promote Member Value Proposition (MVP)
9. •Onboard future Community Manager – plan, promote, recruit, relate, contribute, and Become the Community!
•Ensure completion of 3m Pre-Launch Strategy Plan
•Core Site Features and Functionality testing Core Site Go-Live!
•Build a Core Steering Group / Management Team (Initiate Stages 2
•Execute member growth plan 10-100-100 and/or transition /Convert existing/newly created Social Media Group and 3 Roll-out Plan)
Pre/Launch Members to (Private/Public) Community
•Deliver: Welcome WOW Pack & Community Care Charter (Getting Started + Guidelines)
•Community Manager work acceleration: promoting, introducing, contributor relations, momentum building, ideas
management, issue resolution, site design feedback/improvement etc.
•Increasing Member Participation/Investment (Time/Energy/Emotions/Money)
•Launch Competitions/Rewards/Recognition
•Operate Open vs. Closed membership strategies (as appropriate)
Retention & Stickiness
•Promote Referral/Friend Rewards Report
Growing and Bonding •Member Surveys/Content Review
•Create member stickiness – power, friends area, contribution, personal purpose, ‘known here!’ status, customised
profiles, data/info storage etc.
•Moderating
•Measuring
•Monetizing Performance Reporting &
•Continual Assessment (Member Feedback/MPV Review/Competitor analysis) Recommendation
•Increasing Participation
Performance Managing •Performance Reporting
Community Change
•Plan Enhancement (Business/Investment)
•Loop back to Pre Launch and follow process for all Major Site Changes Proposal &
Enhancing Implementation Plan
12. USER / FRONT-END
• Custom URL • Private Messaging • Multi Author
Core
Core + Recommended
Core + Recommended + Enhanced
• Secure Login • Special Blogs
• Member Profiles Interest/Function
Groups – customer • Listening Post –
• My Account service, dispute Real-Time Visualisation
• Discussion Forums – resolution, steering of Data from your
Your Say committees etc. Sector
• News & Events • Knowledge • Online Meetings
Exchange/Centre
• Polls & Surveys • Video Channels
• Resource Library
• FAQs • Real Time Q&A
• Ratings
• Contact Centre – • Live Support
Feedback / ideas , • Webinars &
VoC/VoE areas etc. Podcasts • Membership
• Sponsorship • News Feeds Buying Site
/Advertisement • Payment/Donations • Advanced My
• Referrals Centre Account – SM
• Branding • Job Boards integration
• Blogs • Member
Recognition &
Rewards – In the
Spotlight
13. Core SYSTEM / BACK-END
Core + Recommended
Core + Recommended + Enhanced
• CMS • Advanced Email • Video Feeds from
• Reporting Marketing Platform Skatta
• Robust Hosting • News Feed Aggregation • Integration and
• Analytics • Advanced Search configuration of
Facility Analyse Social Tool
• Social Media
Functionality • Job Board Fields / DB • Live webinar API into
• Podcast integration Instant Presenter
• Email Marketing
Platform • Google Maps API • Support
Platform, GetSatisfactio
• Search • Content Rating Systems
n
• RSS • Payment Integration
• Mobile Optimised
• Share feeds • Custom Reporting templates
Modules
• eCommerce Modules
• Multi Author Profiles
for Blogging
• Ad Rotation platform
• Member Social Media
Integration
19. 3m Pre Community Strategy to Launch
If you want a successful community launch, you need a huge number of people ready and eager to join the
day your interface is live:
• Month 1: Laying the foundations to become a community member
• Identify relevant online communities and key people.
• Launch an industry blog.
• Introduce yourself to two people bloggers/influencers per day.
• Start a database/spread sheet of people you have permission to speak to, record the conversations you
have and when the next contact will be.
• Interview key influencers for your blog.
• Learn the unwritten rules of your target audience (i.e. begin writing them down for yourself).
• Month 2: Building relationships that matter
• Use existing resources/assets to help biggest influencers/connectors. Don’t ask for anything in return.
• Starting a mailing list for people you feel want to be a part of something/make a difference in the industry.
Invite them to join.
• Continue e-mailing 2 new people per day. Make sure each e-mail is unique and tailored to the individual.
• Create a technological profile for the average member (what technology do they use? Why? On what
platforms are they most prevalent?
• Pick the 3 most important communities and begin participating in a range of issues.
20. 3m Pre Community Strategy to Launch contd…
• Month 3:Cement friendships, involve the client & plan the interface
• Ask for advice on what people would want from a community. Use as much of it as possible to design your
community.
• Arrange an online or offline event for members to be involved with. Invite special VIP guests to give a
webcast/speech.
• Continue e-mailing 2 new people a day.
• Compile your research and approach your company/client with your recommendations on what they need
to do to build a community.
• Agree business constraints/resources and create a list for the community needs.
• Involve web teams/agency to design the community interface.
• Month 4: Launch
• Host a best of series on your industry blog featuring the best posts from the top bloggers.
• Invite your most enthusiastic contacts to test the community.
• Ask them to invite 1 friend to try the interface.
• Design a rewards program for members that discover the community early and seed content.
• Launch…yippee!
21. •Online Direct/Indirect •Member Profiles
Revenue
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Generation
sales – Increased
revenues with additional
•Referrals
user cross sell/Upsell •Discussion Forums
Increasing Customer opportunities •Sponsorship/Advertise
Tenure & Expenditure
•Advertising/Sponsorshi ment
(online) by 19%
p – Revenue from •Donation/Payment
advertising within the centre
community
•Contact Centre –
•Lead Generation (B2B)* Ideas/Feedback, Info/Pr
– More social prospects oducts/Services
into the customer Requester
pipeline
•Membership Buying
•Membership Buying Site
Channel – (Associated)
Products & services of •Apps
community
interest/demand
•Subscription –
Subscription sales for
community access or for
other secure areas with
the community as a
feeder (including:
apps/webinar/meeting
place fees etc)
22. • Research – Leveraging •Member Profiles
Insights &
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Innovation
consumer/customer
insights; performing low-
•Contact Centre –
Ideas/Feedback/Request
cost market and product s
I. Voice of Customer research
Capture (VoC) | II. ‘In •Discussion Forums
the Know’ – real-time • Incremental
Improvement – Creating •Polls & Surveys
feedback and need
identification/innovation a pipeline for ongoing •News Feeds
feed | III. Knowledge customer input
•Webinars/Podcasts
share/collaboration | • Time to
IV. Customer Research – Market/Revenue – •Listening Post
surveys/polls | Decreased time to •Special Groups –
V. New products services market through Products/Services
– testing/soft launches customer input and Testing
with elected groups for hence reduced time to
full launch success revenues
23. • Customer Satisfaction • Referrals
Customer
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Loyalty & Brand
– Increase (see
Customer Service and
• Discussion Forums
Support) • Polls & Surveys
Affinity • Contact Centre –
• Customer Loyalty and
Tenure – Increase in Ideas/Feedback/Request
lifetime customer s
value, share of • FAQ’s
wallet, brand
identification • Ideas/Feedback Areas
• Voice of Customer • Like/Share with
(VoC) Surveys Friends
• Member Recognition
& Rewards
24. • SEO Lift – Improved •Referrals
Brand -
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Reach/Awarene
ranking on search engine
results pages
•Discussion Forums
•Sponsorship/Advertisin
ss • Reach – Increase in g
word-of-mouth and viral
marketing •Blogs
• Brand/PR • News & Events
Management & • Like/Share with
Protection – Increased Friends
lead time in identifying
potential brand and PR • Webinars/Live
problems Broadcasts/ Podcasts etc
• Lead Generation • Job Boards
(B2B)* (see above)
• Sponsorship Takeup
25. • Innovator/Lead in • News & Events
Market
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Positioning
Online Community –
First to market benefits
• Discussion Forum –
Lead Sponsorship
• On/Offline Event • Blogs
Hosting
• Knowledge Exchange
• Creating a Voice in the
Market •
Sponsorship/Advertising
•
Association/Sponsorship • Special
with other Lead Brands Interest/Function
Groups – Steering
Committee Events
• Webinars/Live
Broadcasts/ Podcasts etc
26. • Call Deflection – Cost • FAQ’s
Customer
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Service &
savings from all forms of
Contact Center
• Contact Centre
incidence • Polls & Surveys
Support • Special Groups –
• Avoidance and
reduction – Including Dispute Resolution
telephone calls, emails, • Discussion Forums –
chat sessions, etc. Customer Service
• Knowledgebase • News & Events
Ownership – Improving
the quality while • Ratings
decreasing the cost of • Listening Post
building and maintaining
support knowledge-
bases
27. • Talent Attraction & • Member Profiles –
Talent/Custome
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers r
Reach - Real-time
interactive Job site;
Talent Trap
• Discussion Forums –
detailed Performance
Acquisition, Eng Profiles for
Your Say
agement & internal/external role • Contact Centre
vacancies, vacancy
Development status updates, Q&A
• Referrals
• Polls & Surveys
•
Communication, Engage • Job Boards – Talent
ment (Choice) & Exchange
Retention: Discussion • Member Recognition
Forums, Mentor Areas & Rewards – In
Schemes, Events, Voice the Spotlight
of Employee (VoE)/ • Special Interest Groups
Employee Engagement
Committees, Feedback/I •
deas Areas etc Development/Evaluation
Tools
• Talent Recognition &
Reward
• e-Learning Platform
Build
28. •Special Interest Group • Member Profiles
Diversity
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Initiatives &
Formation/Engagement
& New Event Initiatives
• Contact Centre
• FAQ’s
Measurement • Discussion Forum –
• Polls & Surveys
Contribution/Champions
• Knowledge Centre • News & Events
Build • Special Interest Groups
• Employer/Community • Knowledge Exchange
of Choice
• Resource Library
• Grievance/Complaints
Reporting
• Engagement Survey
Results
29. •Sales – Time & Cost • Member Profiles
Cost Savings &
Key Site Features/Components
Benefits & ROI Measures
Business Goals/Drivers Efficiencies
Reduction(see Insights &
Innovation)
• Contact Centre
• FAQ’s
• Direct Re/sourcing
Opportunities • Polls & Surveys
• Online Customer • Referrals
Service Activity – • Job Boards
Reducing
offline/headcount • Knowledge Exchange
interaction • Resource Library
• Efficiency Ideas
Capture
• Time Efficiencies –
Ease/Anytime &
anywhere access
• Online/ Open
Communications
Platform - Unfired
Messaging
(Vision/Strategy/Change
s)
• Joint Ownership
(Multi-
Networks/Sponsors/Fun
ded)
