Forming a Community Strategy
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Transcript of Forming a Community Strategy
![Page 1: Forming a Community Strategy](https://reader034.fdocuments.us/reader034/viewer/2022051613/54c73bb74a795927458b45d1/html5/thumbnails/1.jpg)
forming a Community Strategy
Jim JacobyCarolyn Chandler
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integrating community into your overall strategy
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benefits of building a successful community
• Insight into customer needs and perceptions
• Ability to respond and innovate• Increasing brand awareness• Increasing loyalty
IF you start an authentic conversation and sustainit according to expectations
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Q:
what can happen if you don’t have a community strategy?
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crickets
target audience and need do not match
right audience, weak need
poor execution
ineffective marketing
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lack of spam filters
insufficient privacy options
stale value
junk yardssp@m
non-friends unfriends
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Flame Wars and Spamwar zones
insufficient moderation
lack of self-monitoring toolsFlame Warriors by Mike Reed
http://redwing.hutman.net/~mreed/
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angry mobsrules instead of guidelines
censorship
personal data violations
unfair/unclear business practices
poorly communicated changes
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You just sent invitations to 328 Google contacts asking them to join.
Thank you for joining the
Britney Spears fan club!
Including that Director you interviewed with yesterday.
social embarassments
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risks/considerations when building a community
• You relinquish some control of brand presentation
• It brings out customer opinions, which can be negative
• If you don’t meet expectations, community members may revolt
• Moderation, security, support and response is an ongoing need
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Q:
how do you determine whether or not to build your own community?
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the decision to build your own community
• Is it a key element of a supported strategic objective?
• Is there enough compelling value to break through the competition for attention? Be realistic!
• Is the company committed and able to support and nurture the community?
• Can existing channels be used to meet your objectives, instead?
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Q:
still want to build your own? let’s talk planning
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community development model
Reach peopleFocus understandingMotivate activityProtect integrityReveal patternsNurture community
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creating a mnemonic for R F M P R N
Acronomics.com by Erick Robertson
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personal favorites
Remote Friendships Made... Purposeful Relationships Negotiated
Regretfully Forums May Promote Repugnant Netiquette
Redheads For Meeting Professional Rich Neurosurgeons
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Remote Friends Make Pretty Real Networks
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reach people
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social network
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• Understand and define potential members
• Learn from their current community behavior
• Define a statement that speaks to them
reach people
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value propositionwhat our product or service can do for you
aspirationwhat we can do together
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• Opp example
Reach people
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• Awareness• Interest• Consideration• Commitment
– Sign Up– Repeated Use
• Advocacy
reach people
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focus understanding
focusunderstanding
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focus understanding
• What is this?• What’s in it for me?• What can I do here?• What can’t I do here?
(guidelines, seeding)• Are there different
roles involved?
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motivate activity
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motivate activity
• Understand common motivations
• Consider at least 3 levels– personal (important!)– group– community
• Create Motivators that align with motivations and facilitate activity
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greeting card moments
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relationshipsR
elat
ions
hip
Clo
seD
ista
nt
self
close friends/family
strong removed ties
weak ties
general public
Interest groups, most friends, close colleagues
Complete strangers
Acquaintances. professional connections
Almost extensions of self
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connection motivations:youtube
Rel
atio
nshi
pC
lose
Dis
tant
self
weak ties
general public
emulate closeness
teaching/learning
entertainmentcelebrity/
strong removed ties
close friends/family
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protectintegrity
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protect integrity
• Overall site security• Protecting member
information• Ensuring appropriate
interactions– Moderating– Spam prevention– Community self-
monitoring
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Q:
is it a still a community if the members can’t interact with each other directly?
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donation motivations:OptINnow
Rel
atio
nshi
pC
lose
Dis
tant
self
weak ties
general public
unified action
solidarity
trusttrendiness
strong removed ties
close friends/family
personal impact
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participation motivations:OptINnow
Rel
atio
nshi
pC
lose
Dis
tant
self
weak ties
general public
unified action
strong removed ties
close friends/family
personal impact
visibility
visibility
visibility
interaction
solidarity
trusttrendiness
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revealpatterns
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reveal patterns
• Reveal patterns internally to allow for better understanding and reaction
• If appropriate, use patterns for powerful crowd features including motivators
• Encourage crowd filtering for good content
• Anticipate gaming; create “dials” if needed
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Amazon example
• ?
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nurturecommunity
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nurture community
• Ensure a solid, open platform
• Listen, listen, listen• Have ideas on features
and communication • Consider milestones by
size of community• Be prepared to react to
feedback – and the unexpected
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NEC case study
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Questions?
thank you
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results of speaking at Business to Buttons
• 400 attendees overall
• 34 at the presentation
• 33 pieces of green paper
• 4 new potential partners
• 3 mad dashes in the airport
• 2 lost bags
• 25 herrings eating