13. Online vs. offline
You 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 might
emerge.
14. 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.
Zuckerberg's prescription is "elegant organisation".
31. Show up in search results
‣ SEO
‣ technical
‣ structure
‣ content
‣ use SEA if needed (boost)
32. Show up in search results
‣ pains
‣ solutions
‣ questions
‣ products
‣ high in buying cycle
‣ site structure!
33.
34. Show up in social streams
‣ facilitate sharing
‣ built-in triggers
‣ assign status
‣ “frictionless sharing” ?
35.
36. Show up in the inbox
‣ most people organise their online behaviour
around their mailbox
‣ revisit
‣ invitations (status)
‣ don’t spam - add value
37. 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
55. 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
70. First months are crucial
‣ set the tone of voice
‣ acknowledge wanted behaviour
‣ root out unwanted behaviour
‣ define rituals
‣ create a shared history
71.
72. Ben Silbermann
Pinterest
Silbermann said he personally wrote to the site's first 5,000
users offering his personal phone number and even meeting
with some of its users.
73. Caterina Fake
Flickr
Caterina Fake said the success of Flickr depended on the
premise that “you have to greet the first 10,000 users
personally”.
74. Maintain
‣ ‘safe & sure’: guidelines and policies
‣ own content
‣ provoke
‣ ask questions
‣ promote leaders
75. Watch out!
‣ “build it and they will come”
‣ pre-moderation & censorship
‣ hardcore vs. newbies
‣ bad usability & complexity
‣ neglect
77. Define the right metrics
‣ quantity, quality, efficiëncy
‣ conversion choke points
‣ inactive members
‣ content & engagement
‣ business metrics
78. Define the right metrics
‣ visits to registration ratio
‣ returning login ratio
‣ login to post/comment ratio
‣ creation to reaction ratio
‣ sharing ratio