Effective engagement with online communities requires consideration of several key areas: 1. Focusing on relationships between people rather than technologies alone. 2. Understanding how social objects drive formation of networks. 3. Applying principles of social psychology around sharing, reciprocity, and social proof to build engagement. 4. Recognizing the benefits of community, such as knowledge sharing, can help businesses if community needs are prioritized over service needs.

1. suresh.sood@uts.edu.au
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Suresh S.
"frequent reader"suresh
Effective Business Engagement Using Online Communities

2. Key Areas for Consideration
• Model of Communication
• Relationships # Technologies
• Social Objects
• Social Psychology
• Benefits of Community and Service Dominance
• Launching a Service and Community Management
• How to participate in Conversations
• Best practices in social media
• Community examples and 90-9-1
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3. Rules of the new marketing using social media
1. Authenticity
2. Advocacy
3. Marketing is real time conversations and feedback
4. Brand is the conversations

4. WHAT DO CUSTOMERS WANT ?
Accessibility
Responsiveness
Knowledgeable People
Promptness
Promises Kept
Kept Informed
Follow Up
No Surprises
Do It Right First Time
A Relationship
Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
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5. Relationships # Technologies
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The key is to focus on the relationships and
connections that are enabled, not the technologies.
The social thing is the use of the technology.
Think about the kind of relationship that you want e.g.
transactional or relationship marketing
Do you want the relationship to be short term and
transaction, or long-term and intimate?

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Social Trash Cans, City of Lucern (Switzerland)
Source: Neue Luzerner Zeitung Online, 11. Mai 2011

8. Social Objects
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“Social Networks form around Social Objects**, not the other way around”.
(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com

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10. Social Psychology & Social Media:
Sharing/giving/ receiving
Reciprocity: we want to repay, in kind, what another person has provided us
(what will you bring ) to build followers
Consistency: desire to be (and to appear) consistent with what we have already done
Reciprocal response (the favour in return to your request) needs to be made actively,
publicly and voluntarily (no one is forcing me to do any of this)
Social proof: to determine what is correct find out what other people think is correct
Lots of posts, retweeted content, recommended, blogging for bonding
Authority: deep-seated sense of duty to authority
Expert on matters of fact emphasize authority when presenting
Matters of taste (film, restaurant or hotel etc.) consensus, number of things
Likeability: we say yes to someone we like
Scarcity: limitation enhances desirability
Scarcity in social media = unique value
Adapted from Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
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11. Purpose Motive
Linux-Apache-Wikipedia
Drive #1: Eat when we’re hungry. Drink when we’re thirsty. Etc.
Drive #2: Respond to rewards and punishments in our environment.
Drive #3: We do things because they’re interesting and because they’re
engaging and because they’re the right things to do and because they
contribute to the world. (!!!)
“Our Third Drive, intrinsic motivation, is the most powerful.”
Drive: The Surprising Truth About What Motivates Us, Daniel Pink, Riverhead 2009
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12. The benefits of a house (“own”)
COMMUNITY
Social
commerce
Donations, gifts, e-coupons…
Research &
Development
generate ideas, develop insights, test strategies
Knowledge
management
generate, aggregate, disseminate
organisational knowledge
Brand
equity
build enduring and intimate
brand relationships in
Australia
and globally
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13. Service-Dominant Logic
• A logic that views service, rather than goods, as the focus of
economic and social exchange i.e., Service is exchanged for service
• Essential Concepts and Components
– Service: the application of competences for the benefit of another entity
• Service (singular) is a process—distinct from “services”— particular types of goods
– Shifts primary focus to “operant resources” (skills and knowledge) from
“operand resources” (static and tangible)
– See value as always co-created (Market With
i.e. Collaborate with Customers & Partners to Create & Sustain Value)
– Sees goods as appliances for service delivery
– Implies all economies are service economies
• All businesses are service businesses
Vargo, S.L. and R.F. Lusch (2004).
“Evolving to a New Dominant Logic for Marketing, Journal of Marketing 68(January): 1-1713

14. Launching a Social Network Service (Community Online)
1. What is your social object ? Define your vocabulary
2. Mobile
3. Photos, Videos, Latest Activity, Members, and Events
4. Keywords for discoverability
5. Welcome centre
6. FAQs
7. Moderation e.g. suspend members, own user moderation
8. Kick start with champions/evangelists/passionates
9. Latest activity
10. Giveaways e.g. book from authors/guest visiting library
11. Monitor registrations
12. Members/volunteers as moderators
13. Link to main web site
14. Promote content via email, Twitter & Facebook
15. Share content on other social networks e.g. LinkedIn 14

15. Serves all company departments
Converse with Customers through listening and responding to needs vs.
marketing or advertising.
Focus on launching and growing the community through:
Invite creators and influencers to become charter members of the community
Create evangelists through providing exclusive access to new information,
attendance at pre-launch party and have them provide feedback for future initiatives
Start community with conversations and have community manager encourage sharing
stories of problems, overcoming issues and successes
Ensure community can be readily found with links from web sites, blogs
and other popular social media.
Accelerate community adoption through existing marketing efforts including
emails newsletters and create a sense of urgency.
Community Manager
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16. How to Participate in Conversations
• Conversational calendar
• Keywords/Vocabulary online & offline
• What topics do your customers care about ?
• What topics are trending in your industry
• Monitor existing social media via dashboard e.g. Twitter
• Use complaints or opportunity to discuss solutions
• Become an expert providing service through social exchange
•
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17. Social Media Conversation Calendar Triggers
• Tweets ~ 1 to 2 per day
• Facebook status daily
• LinkedIn 3 hours per week
• YouTube weekly
• New ACCI content ~ 5 to 8 hours per month
• New ACCI online contacts ~ 5 hours per month
• New blog post ~ 1 per week
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18. First Step Monitoring [Topics] Conversations & Tips
• Social Media Dashboard
– All social media sources relating to topics of interest
– RSS technologies
– Mashups (e.g. YouTube, Flickr, Twitter, Nielsen, Google )
• Weak Signals
– Twitter early warning in advance of blogging
• Set up a feed reader with relevant blogs and new feeds e.g. feedly or flipboard
• Use Twitter Search to follow hashtags and keywords in Twitter streams
• Start immediately (~3 mins) with Netvibes and key terms ( vocabulary)
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19. …Blogs are like conversations with friends. You share what you feel
and what excites you about certain things. It's almost as good as
being there. The fact that others can Google your topic and read is
like tuning into a television station.
We all want to know what's out there. Who's doing what,
shopping where and what products help others. Blogs are just
another way to share all the great things, not so great things and
just a part of who we are. An outlet if you will. The blogisphere
community is all connect and we make contacts in many ways.
Through posts, through twitter conversations, through smaller nit
community's, live web casts, and through conferences that we met
in person. We make many friends and help each other with lot of
topics. Many of us are Mom bloggers who stay at home and have
no way of making new friends or communicating with others until
we found blogging. Blogging creates friendships and that's what
makes us real and connected.
40 year old Mom blogger “nightowlmama” (#260)19

20. Best Practices Social Media
• Add “Share This” widgets to your website
• Create your own widgets visitors can
share on own sites and pages
• Share the content of others
• Share your own content across platforms
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• Make sure content has an RSS feed
• Share RSS feed with site visitors, social network
friends
• Use RSS feeds to help streamline social media
workflow
• Pick an interesting voice
• Maximize outbound links
• Set outbound links to be opened in a new window
• Invite and encourage conversation
• Create a channel
• Tag your videos with keywords
• Embed videos in your blog and website
• Engage commentators
• Profiles are for People
• Get a Page, Get Some Fans
• Use Groups for collaboration
• Use Events to Generate Attendance
• 70 – 20 – 10 Engagement Model (Angela Maiers)
– 70% - Sharing others voices, opinions, and tools
– 20% - Responding, connecting, collaboration,
and co-creating with like-minded Twitter colleagues
– 10% - Promoting and/or chit-chatting
Sharing Blogging
Twitter
Facebook
YouTube
RSS

21. Water Cooler/Ambient Intelligence
Microblogging microsharing -> microlearning
Status management without walking around -touching base
Checking the overall state of company or group - awareness
Response and listening – all optional i.e. a pub/sub model
Spot check all is well or anyone absent or problems ?
Adjust accordingly and move on
Collaborate
Share info
Get to know others
More aware
What are you working on ?
What is taking up time – ask advice
What did you learn ?
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22. Facebook or Twitter ? The Psychology of You
• Survey 300 people online 70% Europe and others from N. America and Asia
• 207 women 18 – 63
• Personality based around "Big Five” factors
• Personality explains 10-20% way participants use the sites. Other factors e.g.
intelligence and motivation big influence
• People who used Facebook mostly for socialising tended to score more highly on
sociability and neuroticism (consistent with past research suggesting that shy
people use the site to forge social ties and combat loneliness).
• Twitter correlated with higher sociability and openness (but not neuroticism) and
with lower scores on conscientiousness.
• Social Twitter usage more as a form of social procrastination
• overall preference for Twitter or Facebook?
– need for cognition" tended to prefer Twitter
– higher scorers in sociability, neuroticism and extraversion tended to prefer Facebook
• Facebook is the more social of the two social networking sites, whereas Twitter is
more about sharing and exchanging information.
Source: Hughes, D., Rowe, M., Batey, M., and Lee, A. (2012). A tale of two sites: Twitter vs. Facebook and the
personality predictors of social media usage. Computers in Human Behavior, 28 (2), 561-569

23. 95
5
0.1
99.8
0.2
0.003
99
1
0
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24. Wine Communities
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26. The Business Model Innovation Hub is where the management book bestseller
Business Model Generation was written in collaboration with 470 participants.

27. http://www.harringayonline.com/

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29. Caution!
“Children never put off till
tomorrow what will keep
them from going to bed
tonight”
ADVERTISING AGE
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