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Online Community Management




J a s m i n   V a l j e v a c ,   M S c
Content
      What is online community ?


      Leading platforms for online communities


      Positive and negative aspects of online communities


      What is an online community manager ?


      Steps to set up online community


      What makes online community work


      How to promote online community?


      What else to keep in mind?


      What NOT to do while managing online community?


      Final questions to ask yourself?




2
What is online community ?

     “An online community is a group of people with common interests who use the Internet to
                 communicate, work together and pursue their interests over time”


                                 Term comes from: Howard Rheingold book : “Virtual community”




3
What is online community ?




4
Leading platforms for online communities


  The platform formerly known as                  Drupal is one of the darlings of the community world      One of the few .NET blog platforms
PostNuke is now called Zikula and is a              and would come first on the list for many in the          has evolved into a full-blown
       fork of PHP-Nuke 5.0.                     community business. It’s a highly capable, mature, and            community product
                                                        extremely popular community platform




     Open source, based on PHP, Joomla is one of the                                          Microsoft’s SharePoint is the first commercial
    most widely used content management systems and                                           product to make the list and is also one of the
                  community platforms                                                                   most mature and popular




                                                 The second .NET platform (after SharePoint) and
                                                  the first open source .NET community platform
One of the older CMS/community platforms,          on this list, the capable DotNetNuke has been
PHP-Nuke is still one of the most widely used    going through extensive maturation over the last ClearSpace Community from Jive Software has
     community applications available                                     year                         been getting a lot of attention lately,
                                                                                                       particularly with its popularity in the
                                                                                                                 enterprise space



                  The first SaaS community platform to make the list is
                  Lithium, an innovative and fast-growing solution for
                   customer communities that is seeing broad uptake
                                                                              KickApps is a relatively new up-and-comer that is getting wide
                                 according to my metrics
                                                                               distribution in a relatively short time period including major
5                                                                                  wins with large public Web sites for ABC and the BBC
Positive and negative aspects of online communities
                                     Ability to interact with like-minded individuals instantaneously
                                                        from anywhere on the globe




                    Negative
                                    People: gives people a place to engage with your company,
                                    organisation or product
                                    Innovation: get feedback on products or ideas from many
                                    people
                                    Collaboration: work jointly with people toward a common goal
                                    Evangelism: help grow support for your cause or product
                                    Loyalty: engagement can drive a tremendous amount of loyalty
                                    toward your efforts




          Too much time in virtual communities
         may have negative repercussions on real-
                   world interactions




                                                                         Positive
6
What is an online community manager ?
    Online community manager role is a growing and developing profession and their are no simple forum moderators,
         but role models that listen to the community and relay that information to the those who can improve it.




                                                                              Patience


                                                                              Networking


                                                                              Communication


                                                                              Facilitation


                                                                              Technical skills


                                                                              Marketing


                                                                              Self motivation


                                                                              Workaholic tendencies


                                                                              Organizational
7
What is an online community manager ?




                  Community managers spend a large amount of
                  time sifting through discussions in the community
    Facilitatee   to make sure that people are getting answers to
                  questions and helping to make sure that the right
                  people are being pulled into conversations
                  As a community manager, I have created various
                  types of content in the form of blog posts, new
                  discussion topics, tweets, videos and more to
     Content
                  help make sure that the community members
                  have the information that they need to be
                  productive members of the community.

                  Unless you want to have a community of one (or
                  a very small number of people), getting out and
    Evangelism    talking about the community to get people
                  interested is part of the role of community
                  manager
                  Topics of conversation change, software changes,
                  and people change, which all requires changes to
                  your online community. This is the strategic piece
    Evolution     where you get to think about what the
                  community should look like in five years and
                  make changes to the common year unity to make
                  sure that you achieve your goals for the
                  community manager.


8
What is an online community manager ?



                                                                                           The community owns the community but
                                                                                           the manager:
                                                                                           Manages the community
                                                                                           Owns the infrastructure
                                                                                           Facilitates the discussion
                                                                                           Moderates and keeps people in check




      Focus on the individuals: participate as a person


      Be sincere: sincerety = credibility


      Not all about you: community is about converssation which is by definition two-way


      Be part of the community: dont try to control the community


      Everyone is a peer: you are not the expert, knowlege comes from everywhwere

9
Steps to set up online community




10
Important things to keep in minds!
                                      You must know why your site exists. What benefit does a user derive from participating? Without an underlying goal, it's
                                                 extremely difficult to guide users in constructive ways. Once you've found your goal, stick with it.

     Exist For a Reason
                                      As the leader it's your job to attract users. This is the easy part. Making sure the right people stick around is harder. In a
                                    healthy community, that's not your job. As a group, your most active users will draw more users than you will. An active user
                                                                                   group exudes a sense of community.
     Users Draw Other Users
                                      Community members will continually surprise you, especially if you've never really analyzed an online community before.
                                                                   They'll also tend to develop some strange characteristics.
     Users Will Surprise You
                                    Regular users will develop a sense of community ownership. As a whole, their content contributions probably outweigh yours.
                                    Besides letting community leaders and members perform administrative work, don't forget that the community has a stake in
     A Sense of Ownership                                                                its own future.


                                     You'll know you have a healthy community when users comment publicly that "this is the best site I've ever used. A healthy
     A Shared History and Culture                                     community also develops a sense of history and in-jokes



     Barriers Are Mixed Blessings    The number of active community members varies inversely with the amount of work necessary for an initial participation.
                                    Requiring e-mail confirmation before registering a username prevents users from creating blank account after blank account.



     The Interface                  A strong community can overcome technical limitations. It's possible to write a Wiki or a weblog in under a hundred lines of code. Simplicity
                                     may appeal to some users. The lack of sophistication (reply notification, searching, revisions, and access controls) may put off some users,
                                               and an ugly or awkward user interface may get in the way sometimes, but a community can grow in spite of the mess.


     Mischief                        Like any community, your group will have spats and factions and frictions. These must be handled wisely for the community
                                      to survive. Plan for trouble, though you cannot tell when or where it will strike. Set simple rules. Make them explicit. Apply
                                                                                            them consistently.

     Discuss the Community Openly
                                      Even if you have a legal or moral right to change the structure of the community, you may not have the necessary social
                                                                                     capital. Change is difficult.

     Don't Stop There!
                                     Be very clear about your goals and the rules. Manage your expectations about user participation and groups wisely. Allow a
                                    little chaos. Use your common sense and best judgment. If there's an audience for your conversation, you'll find a community.

11
What makes online community work




12
How to promote online community (1/2)


                                        Incorporate traditional
                                                 social media:
                                               personal blogs,
                                             facebook, twitter,
                                               audio, video,etc

     Within new
     community run a
     limited beta with
     people you trust.
     Get their feedback
     and let them help
     promote it to
     others




13
How to promote online community (2/2)


                   Integrate your community into your overall marketing strategy

                                The old saying goes, content is king

                               Social Media - Go for the Viral Effect

                             Ask the community to do the work for you

                                    Networking - Get involved

                                        Run a competition




14
What else to keep in mind?




15
What NOT to do while managing online community?
               Preventing community members from criticizing you. The fear of negative feedback in communities
               tends to be overblown; fiercely negative comments are atypical; Negative feedback is valuable feedback;
               better to have it articulated in your own community where you can respond to it then have it only appear
               elsewhere on the Web.

               Failing to share with community members the results of feedback and the changes inspired by the
               community. Where survey respondents typically don't expect to receive detailed summaries of the results,
               community members are participating in part to learn from their peers.

               Using the community to try to win sales. Survey researchers have confronted this and banned it: sugging
               (Selling Under the Guise of research), deemed unethical by standard market research codes of conduct.
               Don't treat the community as a lead generator for events and programs and sponsorships

               Starting a community because "everyone is" rather than defining clear goals for your own
               organization. We encounter this among our prospects more than we would like: organizations that built
               an online community because it seemed like a good idea, but hadn't put in the effort to plan their
               objectives and how they were going to achieve them.

               Failing to devote the time and staff required. Forty-four percent of organizations surveyed by Beeline
               Labs reported a significant challenge was not finding enough time for their online community. In the
               initial launch, community management needs to devote time to starting and participating in discussions,

               Wrath: Punishing community members. Negative behavior in an Internet forum can take many forms,
               from flamers to troublemakers to pet-project promoters.

               Over-surveying and over-researching members. Provide a Bill of Rights for community members
               discussing the restrictions you'll honor. For instance, limit surveys to twice a month and limit the length of
               surveys.




16
Trends for the future

                    Bad news                                                         Good news




     Advertising: First, companies are reluctant to       The good new is that while many online community sites whither financially, a
     advertise on pages with "user generated content.     number of niches within the online community space are faring very well,
     Second, users in online communities interact         suggesting ten important trends to watch:
     with advertising less than users of content or
     transaction parts of sites.                                                      Search Communities
      Subscriber Fees: Online community sites have
     struggled to generate substantial subscriber
                                                                                     Trading Communities
     income. Users don't want to pay simply to talk
                                                                                    Education Communities
     Mergers and Acquisitions: Many online
     communities survived through investor largesse                             Scheduled Events Communities
     based on the promise that if they grew big
     enough, they would be acquired based on traffic                            Subscriber-based Communities
     metrics alone. Some web entrepreneurs became
     very rich on this promise. In today's environment,
     however, essentially no companies are willing to                            Community Consulting Firms
     pay to acquire page views or unique users alone.
                                                                                  E-mail-based Communities

                                                                                    Advocacy Communities

                                                                                       CRM Communities

                                                                                         M&A Activities

17
Final questions to ask yourself?
 Now, in terms of these online communities,think about        real life communities!?!?
     What if you were able to be an active member of these real-life communities?
     What if there was an easy way to find and get to know the other members?
     What if you could have discussions with them easily?
     What if you could compare notes and use other members as resources?


 Online Communities provide   real-world communities a place to come together
    the Internet. By being a member of an online community, you
 using

 benefit in many of the same ways you would a real world community- it's
 just that you use the Internet.

     Instead of traveling to a coffee shop or hotel, you meet at a web site
     Instead of having face-to-face discussion, you post messages to one
     another
     Instead of picking a time and place to meet, the community is always-on.
     Instead of depending on a physical location or resource to keep track of
     community events and activities, a web site can do it for you.




18
Conclusion




     All-in-all, online communities are about people needing an easier and more accessible
       way to get together. In business or socially, online communities have the power to
     create lasting and productive relationships where none existed before. In the future, in
      many different forms, I believe that online communities will become a greater part of
                                             our lives.



19
Thank you !
     Jasmin Valjevac, MSc




20

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Online Community Management

  • 1. Online Community Management J a s m i n V a l j e v a c , M S c
  • 2. Content What is online community ? Leading platforms for online communities Positive and negative aspects of online communities What is an online community manager ? Steps to set up online community What makes online community work How to promote online community? What else to keep in mind? What NOT to do while managing online community? Final questions to ask yourself? 2
  • 3. What is online community ? “An online community is a group of people with common interests who use the Internet to communicate, work together and pursue their interests over time” Term comes from: Howard Rheingold book : “Virtual community” 3
  • 4. What is online community ? 4
  • 5. Leading platforms for online communities The platform formerly known as Drupal is one of the darlings of the community world One of the few .NET blog platforms PostNuke is now called Zikula and is a and would come first on the list for many in the has evolved into a full-blown fork of PHP-Nuke 5.0. community business. It’s a highly capable, mature, and community product extremely popular community platform Open source, based on PHP, Joomla is one of the Microsoft’s SharePoint is the first commercial most widely used content management systems and product to make the list and is also one of the community platforms most mature and popular The second .NET platform (after SharePoint) and the first open source .NET community platform One of the older CMS/community platforms, on this list, the capable DotNetNuke has been PHP-Nuke is still one of the most widely used going through extensive maturation over the last ClearSpace Community from Jive Software has community applications available year been getting a lot of attention lately, particularly with its popularity in the enterprise space The first SaaS community platform to make the list is Lithium, an innovative and fast-growing solution for customer communities that is seeing broad uptake KickApps is a relatively new up-and-comer that is getting wide according to my metrics distribution in a relatively short time period including major 5 wins with large public Web sites for ABC and the BBC
  • 6. Positive and negative aspects of online communities Ability to interact with like-minded individuals instantaneously from anywhere on the globe Negative People: gives people a place to engage with your company, organisation or product Innovation: get feedback on products or ideas from many people Collaboration: work jointly with people toward a common goal Evangelism: help grow support for your cause or product Loyalty: engagement can drive a tremendous amount of loyalty toward your efforts Too much time in virtual communities may have negative repercussions on real- world interactions Positive 6
  • 7. What is an online community manager ? Online community manager role is a growing and developing profession and their are no simple forum moderators, but role models that listen to the community and relay that information to the those who can improve it. Patience Networking Communication Facilitation Technical skills Marketing Self motivation Workaholic tendencies Organizational 7
  • 8. What is an online community manager ? Community managers spend a large amount of time sifting through discussions in the community Facilitatee to make sure that people are getting answers to questions and helping to make sure that the right people are being pulled into conversations As a community manager, I have created various types of content in the form of blog posts, new discussion topics, tweets, videos and more to Content help make sure that the community members have the information that they need to be productive members of the community. Unless you want to have a community of one (or a very small number of people), getting out and Evangelism talking about the community to get people interested is part of the role of community manager Topics of conversation change, software changes, and people change, which all requires changes to your online community. This is the strategic piece Evolution where you get to think about what the community should look like in five years and make changes to the common year unity to make sure that you achieve your goals for the community manager. 8
  • 9. What is an online community manager ? The community owns the community but the manager: Manages the community Owns the infrastructure Facilitates the discussion Moderates and keeps people in check Focus on the individuals: participate as a person Be sincere: sincerety = credibility Not all about you: community is about converssation which is by definition two-way Be part of the community: dont try to control the community Everyone is a peer: you are not the expert, knowlege comes from everywhwere 9
  • 10. Steps to set up online community 10
  • 11. Important things to keep in minds! You must know why your site exists. What benefit does a user derive from participating? Without an underlying goal, it's extremely difficult to guide users in constructive ways. Once you've found your goal, stick with it. Exist For a Reason As the leader it's your job to attract users. This is the easy part. Making sure the right people stick around is harder. In a healthy community, that's not your job. As a group, your most active users will draw more users than you will. An active user group exudes a sense of community. Users Draw Other Users Community members will continually surprise you, especially if you've never really analyzed an online community before. They'll also tend to develop some strange characteristics. Users Will Surprise You Regular users will develop a sense of community ownership. As a whole, their content contributions probably outweigh yours. Besides letting community leaders and members perform administrative work, don't forget that the community has a stake in A Sense of Ownership its own future. You'll know you have a healthy community when users comment publicly that "this is the best site I've ever used. A healthy A Shared History and Culture community also develops a sense of history and in-jokes Barriers Are Mixed Blessings The number of active community members varies inversely with the amount of work necessary for an initial participation. Requiring e-mail confirmation before registering a username prevents users from creating blank account after blank account. The Interface A strong community can overcome technical limitations. It's possible to write a Wiki or a weblog in under a hundred lines of code. Simplicity may appeal to some users. The lack of sophistication (reply notification, searching, revisions, and access controls) may put off some users, and an ugly or awkward user interface may get in the way sometimes, but a community can grow in spite of the mess. Mischief Like any community, your group will have spats and factions and frictions. These must be handled wisely for the community to survive. Plan for trouble, though you cannot tell when or where it will strike. Set simple rules. Make them explicit. Apply them consistently. Discuss the Community Openly Even if you have a legal or moral right to change the structure of the community, you may not have the necessary social capital. Change is difficult. Don't Stop There! Be very clear about your goals and the rules. Manage your expectations about user participation and groups wisely. Allow a little chaos. Use your common sense and best judgment. If there's an audience for your conversation, you'll find a community. 11
  • 12. What makes online community work 12
  • 13. How to promote online community (1/2) Incorporate traditional social media: personal blogs, facebook, twitter, audio, video,etc Within new community run a limited beta with people you trust. Get their feedback and let them help promote it to others 13
  • 14. How to promote online community (2/2) Integrate your community into your overall marketing strategy The old saying goes, content is king Social Media - Go for the Viral Effect Ask the community to do the work for you Networking - Get involved Run a competition 14
  • 15. What else to keep in mind? 15
  • 16. What NOT to do while managing online community? Preventing community members from criticizing you. The fear of negative feedback in communities tends to be overblown; fiercely negative comments are atypical; Negative feedback is valuable feedback; better to have it articulated in your own community where you can respond to it then have it only appear elsewhere on the Web. Failing to share with community members the results of feedback and the changes inspired by the community. Where survey respondents typically don't expect to receive detailed summaries of the results, community members are participating in part to learn from their peers. Using the community to try to win sales. Survey researchers have confronted this and banned it: sugging (Selling Under the Guise of research), deemed unethical by standard market research codes of conduct. Don't treat the community as a lead generator for events and programs and sponsorships Starting a community because "everyone is" rather than defining clear goals for your own organization. We encounter this among our prospects more than we would like: organizations that built an online community because it seemed like a good idea, but hadn't put in the effort to plan their objectives and how they were going to achieve them. Failing to devote the time and staff required. Forty-four percent of organizations surveyed by Beeline Labs reported a significant challenge was not finding enough time for their online community. In the initial launch, community management needs to devote time to starting and participating in discussions, Wrath: Punishing community members. Negative behavior in an Internet forum can take many forms, from flamers to troublemakers to pet-project promoters. Over-surveying and over-researching members. Provide a Bill of Rights for community members discussing the restrictions you'll honor. For instance, limit surveys to twice a month and limit the length of surveys. 16
  • 17. Trends for the future Bad news Good news Advertising: First, companies are reluctant to The good new is that while many online community sites whither financially, a advertise on pages with "user generated content. number of niches within the online community space are faring very well, Second, users in online communities interact suggesting ten important trends to watch: with advertising less than users of content or transaction parts of sites. Search Communities Subscriber Fees: Online community sites have struggled to generate substantial subscriber Trading Communities income. Users don't want to pay simply to talk Education Communities Mergers and Acquisitions: Many online communities survived through investor largesse Scheduled Events Communities based on the promise that if they grew big enough, they would be acquired based on traffic Subscriber-based Communities metrics alone. Some web entrepreneurs became very rich on this promise. In today's environment, however, essentially no companies are willing to Community Consulting Firms pay to acquire page views or unique users alone. E-mail-based Communities Advocacy Communities CRM Communities M&A Activities 17
  • 18. Final questions to ask yourself? Now, in terms of these online communities,think about real life communities!?!? What if you were able to be an active member of these real-life communities? What if there was an easy way to find and get to know the other members? What if you could have discussions with them easily? What if you could compare notes and use other members as resources? Online Communities provide real-world communities a place to come together the Internet. By being a member of an online community, you using benefit in many of the same ways you would a real world community- it's just that you use the Internet. Instead of traveling to a coffee shop or hotel, you meet at a web site Instead of having face-to-face discussion, you post messages to one another Instead of picking a time and place to meet, the community is always-on. Instead of depending on a physical location or resource to keep track of community events and activities, a web site can do it for you. 18
  • 19. Conclusion All-in-all, online communities are about people needing an easier and more accessible way to get together. In business or socially, online communities have the power to create lasting and productive relationships where none existed before. In the future, in many different forms, I believe that online communities will become a greater part of our lives. 19
  • 20. Thank you ! Jasmin Valjevac, MSc 20