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Online Communities
Hello! My name is Bart.
This is my daughter Merel.
I’m passionate about coffee.
I live and work in Ghent.I’m passionate about coffee.
@netlash
http://slideshare.net/netlash
Online communitiesSanoma Mediaparade, 21/6/2012
‣   What is an online community?
DefinitionOnline community=A virtual place where people with similarcharacteristics meet on a regular basis.
Online vs. offlineYou can’t create an online community.(Those days are over.)Communities already exist.Create a platform to ...
Mark Zuckerberg:Elegant Organisation Communities already exist and the question you should ask   is how you can help them ...
Third placeSocial surroundings separate from the two usualenvironments of home and work.
Third placeSocial surroundings separate from the two usualenvironments of home and work.“sense of place”
Third placeGathered around common interests.Internet... not bound by location.
Create an online communityBy finding common interests that were previouslynot connected because of physical limitations.
2 main classes‣   profile based‣   object based(often a mix)
Profile based‣   Facebook‣   LinkedIn‣   Netlog‣   Path‣   ...
Object based‣   YouTube (video)‣   Instagram (photo)‣   Pinterest (visual)‣   Quora (question)‣   ...
‣   Why?
Why?‣   strengthen your brand (connection)‣   CRM‣   SEO‣   ads‣   because it’s hip...
‣   Success?
Success of an online communitysuccess=number of membersxcontent (interaction)
Funnels‣   visit & read‣   register‣   react‣   contribute‣   share
‣   visit
Show up in search results‣   SEO‣   technical‣   structure‣   content‣   use SEA if needed (boost)
Show up in search results‣   pains‣   solutions‣   questions‣   products‣   high in buying cycle‣   site structure!
Show up in social streams‣   facilitate sharing‣   built-in triggers‣   assign status‣   “frictionless sharing” ?
Show up in the inbox‣   most people organise their online behaviour    around their mailbox‣   revisit‣   invitations (sta...
Hacks‣   hack e-mail (“invite your mailbox”)‣   hack e-mail (“you’ve been tagged”)‣   hack social (“invite your friends”)‣...
‣   register
Conversion‣   benchmark ( 5 % )‣   measure‣   A/B testing‣   usability
Register‣   MVP‣   use FaceBook‣   “what’s in it for me”
Metcalfe’s LawThe value of a network is proportional to the squareof the number of users connected.
Metcalfe’s LawUse these network effects.‣   ICQ‣   FaceBook‣   Dropbox‣   Delicious‣   ...
Why build your own site?Facebook’s already built...
Why build your own site?Play on someone else’s terrain, play by their rules.
‣   react & contribute
Small steps.
Gradual engagement‣   use micro-interactions‣   “consistency”
Piramid1      Creators10     Reactors & sharers100    Lurkers1000   Strangers
Piramid1      Creators10     Reactors & sharers100    Lurkers1000   Strangers
Piramid(Actually: 80% - 15% - 5%)
PiramidCreators: numbers!Reactors: acknowledgementSharers: aggregation toolsLurkers: activating contentStrangers: search &...
Build in engagement‣   people like to help -> questions‣   people like to share -> facilitate sharing‣   people like to be...
Use micro-interactions to evokegradual engagement.
Micro-interactions‣   simple‣   easy to understand the implications (feedback loop)‣   safe‣   revokable
Gamification
Gamification‣   reward wanted behaviour‣   sharing, contributing, commenting‣   micro-interactions‣   leaderboards
Persuasion techniques‣   reciprocity‣   consistency‣   social validation‣   authority‣   scarcity
‘addiction’ techniques‣   discovery (search & serendipity)‣   random rewards‣   short feedback loops‣   social pressure
Shared history & rituals‣   meme‣   jargon‣   choose an enemy
‣   best practices
Launch in beta‣   involve influencers‣   get user feedback early‣   prime with content
Empty bar syndrome
First months are crucial‣   set the tone of voice‣   acknowledge wanted behaviour‣   root out unwanted behaviour‣   define ...
Ben Silbermann               PinterestSilbermann said he personally wrote to the sites first 5,000users offering his persona...
Caterina Fake                     FlickrCaterina Fake said the success of Flickr depended on thepremise that “you have to ...
Maintain‣   ‘safe & sure’: guidelines and policies‣   own content‣   provoke‣   ask questions‣   promote leaders
Watch out!‣   “build it and they will come”‣   pre-moderation & censorship‣   hardcore vs. newbies‣   bad usability & comp...
‣   metrics
Define the right metrics‣   quantity, quality, efficiëncy‣   conversion choke points‣   inactive members‣   content & engagem...
Define the right metrics‣   visits to registration ratio‣   returning login ratio‣   login to post/comment ratio‣   creatio...
Business metrics‣   sales‣   leads‣   brand awareness‣   sentiment‣   sharing
Building & maintaining a communityrequires hard work. Measure thebusiness metrics.
Hard work‣   automate where possible‣   empower the community where possible‣   human management is necessary
The Soylent Green moment.
The web is people
Communities are populated by people.
Real people, not ‘users’.
People with children.
People with passions.
So, treat them as people.
Conversation
Questions?
Bart De Waele@netlash+32 9 335 22 80bart@wijs.be
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Online Communities

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How to build and maintain online communities.

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Online Communities

  1. Online Communities
  2. Hello! My name is Bart.
  3. This is my daughter Merel.
  4. I’m passionate about coffee.
  5. I live and work in Ghent.I’m passionate about coffee.
  6. @netlash
  7. http://slideshare.net/netlash
  8. Online communitiesSanoma Mediaparade, 21/6/2012
  9. ‣ What is an online community?
  10. DefinitionOnline community=A virtual place where people with similarcharacteristics meet on a regular basis.
  11. Online vs. offlineYou can’t create an online community.(Those days are over.)Communities already exist.Create a platform to uncover communities of interest,and to facilitate them. An online community mightemerge.
  12. Mark Zuckerberg:Elegant Organisation Communities already exist and the question you should ask is how you can help them to do what they want to do. Zuckerbergs prescription is "elegant organisation".
  13. Third placeSocial surroundings separate from the two usualenvironments of home and work.
  14. Third placeSocial surroundings separate from the two usualenvironments of home and work.“sense of place”
  15. Third placeGathered around common interests.Internet... not bound by location.
  16. Create an online communityBy finding common interests that were previouslynot connected because of physical limitations.
  17. 2 main classes‣ profile based‣ object based(often a mix)
  18. Profile based‣ Facebook‣ LinkedIn‣ Netlog‣ Path‣ ...
  19. Object based‣ YouTube (video)‣ Instagram (photo)‣ Pinterest (visual)‣ Quora (question)‣ ...
  20. ‣ Why?
  21. Why?‣ strengthen your brand (connection)‣ CRM‣ SEO‣ ads‣ because it’s hip...
  22. ‣ Success?
  23. Success of an online communitysuccess=number of membersxcontent (interaction)
  24. Funnels‣ visit & read‣ register‣ react‣ contribute‣ share
  25. ‣ visit
  26. Show up in search results‣ SEO‣ technical‣ structure‣ content‣ use SEA if needed (boost)
  27. Show up in search results‣ pains‣ solutions‣ questions‣ products‣ high in buying cycle‣ site structure!
  28. Show up in social streams‣ facilitate sharing‣ built-in triggers‣ assign status‣ “frictionless sharing” ?
  29. Show up in the inbox‣ most people organise their online behaviour around their mailbox‣ revisit‣ invitations (status)‣ don’t spam - add value
  30. Hacks‣ hack e-mail (“invite your mailbox”)‣ hack e-mail (“you’ve been tagged”)‣ hack social (“invite your friends”)‣ hack social (“pay with a tweet”)‣ don’t spam - add value
  31. ‣ register
  32. Conversion‣ benchmark ( 5 % )‣ measure‣ A/B testing‣ usability
  33. Register‣ MVP‣ use FaceBook‣ “what’s in it for me”
  34. Metcalfe’s LawThe value of a network is proportional to the squareof the number of users connected.
  35. Metcalfe’s LawUse these network effects.‣ ICQ‣ FaceBook‣ Dropbox‣ Delicious‣ ...
  36. Why build your own site?Facebook’s already built...
  37. Why build your own site?Play on someone else’s terrain, play by their rules.
  38. ‣ react & contribute
  39. Small steps.
  40. Gradual engagement‣ use micro-interactions‣ “consistency”
  41. Piramid1 Creators10 Reactors & sharers100 Lurkers1000 Strangers
  42. Piramid1 Creators10 Reactors & sharers100 Lurkers1000 Strangers
  43. Piramid(Actually: 80% - 15% - 5%)
  44. PiramidCreators: numbers!Reactors: acknowledgementSharers: aggregation toolsLurkers: activating contentStrangers: search & social
  45. Build in engagement‣ people like to help -> questions‣ people like to share -> facilitate sharing‣ people like to belong -> discovery of likeminded‣ people like to be acknowledged -> status
  46. Use micro-interactions to evokegradual engagement.
  47. Micro-interactions‣ simple‣ easy to understand the implications (feedback loop)‣ safe‣ revokable
  48. Gamification
  49. Gamification‣ reward wanted behaviour‣ sharing, contributing, commenting‣ micro-interactions‣ leaderboards
  50. Persuasion techniques‣ reciprocity‣ consistency‣ social validation‣ authority‣ scarcity
  51. ‘addiction’ techniques‣ discovery (search & serendipity)‣ random rewards‣ short feedback loops‣ social pressure
  52. Shared history & rituals‣ meme‣ jargon‣ choose an enemy
  53. ‣ best practices
  54. Launch in beta‣ involve influencers‣ get user feedback early‣ prime with content
  55. Empty bar syndrome
  56. First months are crucial‣ set the tone of voice‣ acknowledge wanted behaviour‣ root out unwanted behaviour‣ define rituals‣ create a shared history
  57. Ben Silbermann PinterestSilbermann said he personally wrote to the sites first 5,000users offering his personal phone number and even meeting with some of its users.
  58. Caterina Fake FlickrCaterina Fake said the success of Flickr depended on thepremise that “you have to greet the first 10,000 userspersonally”.
  59. Maintain‣ ‘safe & sure’: guidelines and policies‣ own content‣ provoke‣ ask questions‣ promote leaders
  60. Watch out!‣ “build it and they will come”‣ pre-moderation & censorship‣ hardcore vs. newbies‣ bad usability & complexity‣ neglect
  61. ‣ metrics
  62. Define the right metrics‣ quantity, quality, efficiëncy‣ conversion choke points‣ inactive members‣ content & engagement‣ business metrics
  63. Define the right metrics‣ visits to registration ratio‣ returning login ratio‣ login to post/comment ratio‣ creation to reaction ratio‣ sharing ratio
  64. Business metrics‣ sales‣ leads‣ brand awareness‣ sentiment‣ sharing
  65. Building & maintaining a communityrequires hard work. Measure thebusiness metrics.
  66. Hard work‣ automate where possible‣ empower the community where possible‣ human management is necessary
  67. The Soylent Green moment.
  68. The web is people
  69. Communities are populated by people.
  70. Real people, not ‘users’.
  71. People with children.
  72. People with passions.
  73. So, treat them as people.
  74. Conversation
  75. Questions?
  76. Bart De Waele@netlash+32 9 335 22 80bart@wijs.be

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