Cradle To Cradle Online Community Proposal
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Transcript of Cradle To Cradle Online Community Proposal
Cradle to CradleCommunity Outline
Prepared by David Jay2/20/2011
Current Community Snapshot
Search Traffic is Massive
Google Search Trends:25% the search traffic of “sustainability”
20x the search traffic of “design thinking”
Much Smaller Presence in Social Media
~ 35 tweets/day
Mix of Dutch/German/English
Focus: Announcements about certification
Focus: People Being Inspired
Largest Group: 4,200 members
> 1 post/day
Discussions are high-level/philosophical
2 groups
75 members
Both existing groups who tagged C2C
There’s a Gap
Aspiration
Problem:
Discussions are high-level/philosophical
People are inspired but have no clear course of action.
Solution:Create a Clear Entry Point
Back it up with a Solutions-Focused Community of Practice
Manage Both with Thought Leadership and Internal Media
Success to Mimic
Create a Clear Entry Point
Professional Development Track
Webinars and Workshops
Online Orientation Materials
What new professions will exist in a C2C world?
Which existing professions will be transformed?
Feature profiles of professional leaders
Create/co-opt local meetup groups
Revenue Generating!
Create Shared Identity
Create a Clear Entry Point
Core Tools Core Metrics
# of workshop attendees
# and size of meetup groups tagging “Cradle to Cradle”
Size of LinkedIn Group
Traffic to online orientation materials
Mention of C2C professional identities on twitter/blogs/google search
Build a Professional Community of Practice
Model:
Create a knowledgebase of C2C solutions
Build discussion forums for general questions
Build cohorts of supportive professionals
Different types of problems req. diff data structures
“How do I sell C2C internally”-Forum/Knowledgebase
“What is a replacement for this chemical”- Database
Core Tools Core Metrics
Question/answer rates on Quora
# of Quora topic followers
Rate of discussion on LinkedIn
Contributions to C2C databases
Build a Professional Community of Practice
Manage Both ThroughInternal Media
The cheapest way to build a community is to strategically direct attention.
C2C’s Role in the Community: Owning the Eyeballs
Promote what’s working
Highlight areas where the community needs to grow
Advertising $
Partner with existing media & community leaders
Run by someone who speaks Dutch/English/German
Manage Both ThroughInternal Media
Core Tools Core Metrics
C2C Website
Web Traffic
Twitter Followers
RSS Subscriptions
Mentions of C2C on Twitter
C2C search traffic
Cost
The Best Tools Are Free or Very Low Cost!
Cost is in integrating community management into C2C’s operations