Community Building: Finding Your Way
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Transcript of Community Building: Finding Your Way
WebAchievers, LLCMarketing Services for the Social Era
Community BuildingFinding Your Way in the Journey
WHY COMMUNITY MATTERS
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“No one gets out of here without finding their own way, but you can't do it alone...”
Listen to your Dad
“You need community.” — Martin Sheen
PEOPLE NEED COMMUNITY
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CHRISTIAN’S STORY
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HOW A WRITER FOUND SUCCESS THROUGH COMMUNITY
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Network
Work HardLand Freelance Work
FREEPAID
Strike a Balance
Establish a Base
http://whatwouldtotowatch.com/
Get a Great Job!
Find Your Voice
CHRISTIAN’S TOP TEN TIPS
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Silly stuff gets trafficHelp out Attend meetups
“Click”
Engage your audience
Your Name
Promote yourselfBuild community
Write good headlines
Experiment with media
Post frequently
Use rich keywords
Do a Barrel Roll
WHAT IS COMMUNITY?
A group of people with a shared interest who interact and get to know each other better over time.
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HOW DO COMMUNITIES FORM?
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By Accident 5304 Followers
Organically600,000 downloads
6100+ forum
members
By Design
800 Million Active Users
20 Million Apps
Installed Day
5 BAD REASONS TO BUILD A COMMUNITY
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Money Low Effort
Executive
Blog!
Novelty Ego
Power
NO ZOMBIES!
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10+ GOOD REASONS TO BUILD A COMMUNITY
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Fill A Niche Innovate
Help Others Give Back
Share Collaborate
Learn Make an Honest Living
Have Fun Find Your Way
Compete (Your Reason)
LIFE STAGES OF A VIBRANT COMMUNITY
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Conception MaturityAdolescence
Seed
Feed
Weed
Get guidance from sponsors and people invested in goals
• What are the big trends?
• Who can speak to issues and opportunities facing the community?
Group and prioritize the resulting list of topics and people
Conduct interviews
• Listen generously!
REACHING OUT TO THE COMMUNITY
COMMUNITY ESSENTIALS
Community building blocks are the same• Identity• Belonging• Connectedness• Social capital• Caring for the whole
SELECT TOOLS FOR THE BUSINESS COMMUNITY
Focus on the building blocks — identity, belonging, connectedness
Leverage social media where it makes sense Survey the landscape — look at competitors Focus on requirements, but be prepared to wear many hats• Design• User Experience• Copy Writing• Web Marketing• Usability and User Acceptance• Project Management
GET CONNECTED AND STAY CONNECTED
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Communityblogwebsite
meetups
webinars
Social Networking
Podcasts
TO BRAND OR NOT TO BRAND?
Do you possess brand equity? Protect the brand. • Trademarked names of products and technologies• Logos, colors, shapes
No or little brand equity? • Build the community first• Let your member’s needs dictate choices
BUILD THE COMMUNITY PLAN
Audience definition — primary, secondary, tertiary
Content — taxonomies that define topics and relationships
Data sources
Moderators
Working Groups
Steering Committees
Editorial Calendar
ESTABLISH A SOCIAL PROOF
Follow people and adoption patterns
Implement structures and processes that spur interest and growth
Leverage sponsors and existing community base
Roll up your sleeves — this is hard work!
• Create interesting profiles for your “starter” members
• Start discussion threads, write blog posts, set up wiki pages
• Get people interested and excited, and ask for their participation
MARKET THE COMMUNITY
Market within the organization and externally
Outbound marketing is alive and well
Leverage communication channels and customer touch points
• eNewsletters
• Email Signatures
• Webinars
Tap into existing systems used for digital marketing — SEO, CRM, SEM
MEASURE AND REPORT
Be sure to tell the stories Unsolicited member praise or
criticism is gold Don’t fixate on activity — it is not
the only measure of impact Perceptions matter — be persistent,
talk up the community at every opportunity
Enlist champions — people who believe and can convert others
The most useful feedback is rooted in truth. Be open and avoid defensive postures.
LESSONS LEARNED
Manage expectations early and often
Delivering high value content is critical
Embrace your role as a cheerleader
Expect course corrections, sometimes mid-stream
Guard your time and attention with vigilance
Be courageous and take risks
Leverage will get you to your goal faster and with less effort
LEARN MORE ABOUT COMMUNITIES
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e-Mint: Association of Online Community Professionalshttp://tech.groups.yahoo.com/group/e-mint/
Managing Social Mediahttp://www.linkedin.com/groups/Managing-Social-Media-1173397
The Community Roundtablehttp://community-roundtable.com/
CommunityChathttps://twitter.com/cmtychatFridays 1-2pm EST
WE CAN HELP YOU BUILD YOUR COMMUNITY
Strategy Design User Experience Training Community Management Media Production Writing Editing Project Management Social Media Web Development Speaking
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Contact Us: Lou OrdoricaPresident, WebAchievers [email protected]://web-achiever.com@lordorica
WebAchievers, LLCMarketing Services for the Social Era
THANK YOU
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[email protected]@lordoricaweb-achiever.com