Building a Successful Online Community - Social Media FTW
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Building a Successful Online Community
Derek Rice
@derekjrice
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There is no one-size-fits-all method for building and growing a successful online community.
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What is an Online Community?
� More than a message board
� Decentralized platforms that facilitate conversation
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Platforms
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Platforms
Tip: If you try to establish your presence in too many places, you can quickly wear yourself thin. Review several to find what works best for you.
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One Client’s Community
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Platforms
Tip: Use your platforms to complement each other, and you’ll build deeper relationships with your audience.
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An Online Community IS
� A messaging channel
� Conversational
� Community-driven
� Interactive
� Customer service
� An opportunity to build one-to-one relationships
� Free research
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An Online Community IS NOT
� Traditional marketing
� Advertising
� A billboard
� Formal
� Self-centered
� Sales-driven
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Why Do I Need an Online
Community?
� Build trust, which in turn helps build brand recognition, loyalty and affinity
� Obtain a deeper understanding of your audience’s needs and wants
� Create one-to-one relationships with customers and prospects
� It’s what people want and expect
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What Makes You Act?
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Who Do We Trust?
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Tip: Trust
� Your online community is your opportunity build relationships and trust with your members.
� When you provide information to them, they become your best allies by passing it along to others who trust them.
� Through social media, they may passing it to hundreds of people.
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“The Participatory Web”
People use the web to:
� Browse
� Interact
� Personalize
� Talk about and connect with what and who they’re browsing
� Share those interactions and experiences with others
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Characteristics of an Unhealthy
Community
� No response to member questions or posts
� Arguments dwarf other participation
� Members are leaving – and announcing their departure
� Spam
� No clear purpose
� Tumbleweeds
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Characteristics of a Healthy
Community
� Active discussion
� Interesting, relevant content and conversation
� Attracts and retains the right kind of people
� No spam
� Respect and civility
� Clear purpose
� Provides value for members
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So how do you get there?
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Step 1: Determine Your Goals
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Goals
� What is the purpose of your community?
� What do you want your community accomplish?
� What’s more important to you: qualitative or quantitative results?
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Goals
Client example:
� Develop an active community that is interested in sleep and sleep issues
� Build awareness of new product
� Targeted communication to specific areas
� Gain entry into large warehouse chain through demonstrated sales
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Step 2: Management
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Management
Your manager is:
� The party host
� An active and high-profile community member
� Accountable to everyone
� Company
� Community
� The “voice” of your brand
� Sets the tone for the community
� Becomes your brand’s online persona
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Management
Your manager should be:� Friendly (the Golden Rule)
� Patient
� Creative
� Proactive
� Fun
� Articulate
� An excellent writer
� Knowledgeable about your brand
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Management
Find the best fit
� Will you rely one person or multiple people?
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Management
Find the best fit
� Do you want a “face” behind the brand, or will your manager act as the brand itself?
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Management
Considerations
� Time-consuming
� Can be a full-time job, at least in the beginning
� Community may eventually take some of the load, but may not
� Creating a page or profile takes days, but success takes time – and hard work
� Time-sensitive
� Online community members expect responses in hours (or less)
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Step 3: Listening
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Listening
Research
� Before jumping in, gather information
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Listening
Find out if people are talking about:
� Your company
� Your competition
� Your industry
� Other factors that impact your business
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Listening
Who’s doing the talking?
� They may be interested in your company, product or industry (your target audience)
� Your target audience may not be who you think they are
� Helps define and refine your target audience
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Listening
What are people saying?
� Figure out what the most popular topics are
� This is what your audience is interested in
� Helps you determine your messaging
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Listening Tools
Google AlertsGoogle.com/alerts
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Listening Tools
Twitter searchtwitter.com
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Listening Tools
search.twitter.com
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Listening Tools
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Listening Tools
Socialmention.com
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Listening Tools
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Tip: Listening
Tip: Compiling listening results can be as simple as a checklist, as involved as a Word document where individual conversations are catalogued, or anything in-between.
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Tip: Listening
Listening is a continual process
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Step 4: Identifying Influencers
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Influencers
As you identify your audience, also identify influencers
� Recognizable
� Greater than average reach or impact through word of mouth in a relevant marketplace
� Their opinions matter to others
� Engaged in conversations with hundreds or thousands of people
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Influencers
Why influencers?
� When they talk, people listen
� They may talk about you
� More people will join your community
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Influencers
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Influencers
An influencer doesn’t have to be a celebrity:
� Industry bloggers
� Trade publications
� Local personalities
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Influencers
Industry-specific influencers
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Identifying Influencers
Blog Search Tool – Technorati.com
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Identifying Influencers
Where do you find information that’s relevant to your industry or niche?
These are some of your influencers
They’re talking to your influencers.
They’re talking about your influencers.
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Step 4: Developing Content
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Content
Create a messaging toolbox:
� Key words
� Key messages
� Protocol
� Engaging
� Responding
� Escalating
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Content
Content drives participation and growth
The Content Loop
Good content = return visits = word of mouth = new members = more content (community-generated)
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Content
The right kind of content:
� Is high-quality, relevant to community
� Addresses members’ interests
� Sparks discussion
� Provides a sense of purpose and direction
� Establishes your company as an expert in your field
� Positions your company as a valuable resource
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Tip: Content
Start by focusing on a small number of topics that speak to your community members’ shared interests. You can build on
these topics later, using your community as a guide.
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Content
People are looking for:
� Useful information on a topic they find interesting or attractive
� Engagement in experiences to improve their personal or professional life
� Examples: How to improve job performance or be a better parent
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Content
They are not looking for:
� Information on how to buy more of your product
� Calls to action
� Communication that’s mostly brand-specific
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Content
Ask yourself:
� What value am I bringing to my community?
� Why would my community members care?
� What kind of conversation could this generate?
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Content
Sources for finding content:
� Google Alerts (set up during Listening)
� Blogs
� News outlets
� The web
� Community members
� Influencers
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Tip: Content
YOU can be the best sourceof the valuable content you share with your community.
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Messaging
Getting it rightFinding the balance between
self-interest and providing
value in your messaging
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Tip: Content
Whatever content you share with your community, keep it bite-sized. This makes for a quick read and it can easily be passed on to others.
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Content
Before launching, quietly build your online presence (social networking, blog, etc.) and seed those channels with content
� Helps with attraction
� Nobody wants to be the first
� Nobody wants to join a barren or inactive community (which isn’t a community at all)
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Step 5: Launch
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Launch
� Activate your channels
� Reach out to the audience and influencers you identified during the listening process
� Invite them to join your community
� Members select themselves based on common interests
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Launch
Questions to consider before launching:� Where will you communicate with your
community?� Use those tools and platforms you’ve identified as the best fit for you
� When will you communicate?� Experiment to find the days and times when your community is most active
� How often will you communicate?� Experiment, knowing the community will help you find a balance between too much and too little
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Tip: Launch
Remember: You’re inviting people to join and participate in your community, and an effective
invitation does not include a sales pitch.
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Step 6: Engaging
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Engaging
� Engagement is a way to promote your community and attract new members
� Communities are driven by relationship building, not by the sales cycle� Communicate with people as members or potential members, not as prospects
� People seek out those communities that share their interests
� Allow your community to be a platform for open, honest conversation
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Engaging
Participate
� Ask open-ended, thought-provoking questions
� Conduct polls
� Offer incentives
� Contests
� Reward good content and/or participation
� Join in others’ conversations
� Provide thoughtful, expert answers to questions
� Become a trusted friend
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Engaging
Engaging influencers� Re-tweet something they’ve said on
Twitter (add an interesting comment)
� Post on their Facebook wall or tag in one of your wall posts
� Comment on a blog post
� Comment on YouTube video
� Mention them in a blog post
� Link to their website or blog
� Be memorable!
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Engaging
� Participate in your community at least once a day
� Use more than one of the platforms you’ve decided to use
� Make your participation constant and consistent
� Participation doesn’t have to be starting a conversation
� Don’t drown out everyone else
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Ongoing: Responding
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Responding
Why respond?
� Community is about two-way interaction
� People want to know they matter.
� Immediacy is key: respond quickly to complaints, endorsements or any kind of mentions.
� A response, especially a fast response, will build or strengthen trust
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Tip: Responding
Rule of thumb:
� Work day: respond within 1 hour
� Overnight/weekends: respond within 12 hours
� Do your best
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Responding
Negative feedback
� Find a balance between moderating (reactive) and managing (proactive)
� Often the best course of action is no action
� Know when (if ever) to delete a post
� If you must respond, avoid being defensive
� Respond kindly, as quickly as possible
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Responding
Seize the opportunity to turn this:
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Responding
Into this:
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Ongoing: Monitoring
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Monitoring
� Use your listening tools and tactics as you continue to monitor and participate in the conversation
� Use aggregation tools like TweetDeck, Seesmic, RSS feeds and email alerts for instant notification of updates to your community.
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Monitoring Tools
Example:
TweetDeck� Allows you to
monitor:� Twitter
� Others
� Updates regularly, automatically
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Tip: Change
� Tools, services and networks are constantly evolving, which means your community will evolve too
� Expect and be prepared for change, especially community-driven change
� If something isn’t working, don’t be afraid to ask the community what they’d like to see
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The Family Handyman
Website� Interesting,
informative content
� Forum
� Advice blog
� Social networking logos link to profiles
� Newsletter signup
� “My Project Binder”to personalize experience
� Magazine subscription info
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The Family Handyman
Twitter� Engaging content
� Directs traffic to Facebook, website, forum, blog
� Regular schedule –at least once a day
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The Family Handyman
Facebook� Engaging content
� Active discussion and participation
� Community
� Family Handyman
� Link to website prominent
� Posts direct traffic to forums, blog
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The Family Handyman
E-Newsletters� Interesting content
� Articles link to website
� Specific links to blog and forum included in every issue
� Recognition for community members
� Social networking logos link to profiles
� Magazine subscription info
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Homework
ASAP
� Identify your manager
� Set up your listening tools
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Homework
7-14 days
� Gather and compile information
� Identify your audience and influencers
� Set up at least a Facebook page and/or Twitter account
� Seed your platforms with content
� Determine your messaging and content
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Homework
14 days on
� Launch
� Follow
� Invite members
� Engage
� Respond as much as possible
� Make the time!
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Homework
30 days
� Evaluate your efforts
� Change what needs to be changed
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Contact
Derek Rice
derekrice.wordpress.com
twitter.com/derekjrice
linkedin.com/in/derekrice