How to establish and grow an online community that delivers ROI
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Transcript of How to establish and grow an online community that delivers ROI
Seeding and running a successful
ONLINE COMMUNITY FOR YOUR SUPPORTERS
Seeding & running a successful ONLINE COMMUNITY FOR YOUR SUPPORTERS
1. What is online community?
2. Se5ng a solid founda9on: objec9ves and strategy
3. Top 9ps for online community management
4. What success looks like
What is
ONLINE COMMUNITY?
COMMUNITY: A specific group of people who have developed rela9onships around a strong common interest.
PEOPLE create COMMUNITY Defini&on derived from the Journal of Web Based Communi&es.
SOCIAL NETWORKS: Web-‐based services that allow individuals to construct a profile within a bounded system and ar9culate a list of other users with whom they share a connec9on.
NETWORKS are created around PEOPLE Journal of Computer-‐mediated communica&on – Danah Boyd – 2007
Setting a
SOLID FOUNDATION
Set a goal at the outset
Image: TheBo/Wikipedia
S.M.A.R.T
Proven online community objectives 1. Increase customer loyalty
2. Customer support: improve quality, decrease cost
3. Repeat custom/customer reten9on
4. Idea genera9on
5. Recrui9ng: improve quality, decrease cost
6. Reduced marke9ng costs
7. Research & development feedback
8. Fundraising opportuni9es (sales for commercial organisa9ons)
9. Decreased staff turnover (internal)
10. Increased produc9vity and collabora9on (internal)
Adapted from Feverbee Community Management Course
STRATEGY
WHY? WHO?
WHAT?
WHERE?
HOW? WHEN?
Top tips for great
GREAT COMMUNITY MANAGEMENT
Objective + strategy… NOW WHAT?
www.feverbee.com
COMMUNITY LIFECYCLE
Empower your advocates
Image: ladytaz/Flickr
Balance reacAve & proacAve tasks
The best content for the community is content by the community
It’s not about YOU it’s about THEM
Pareto Principle
Content = THEM:YOU | 80:20
KNOW YOUR AUDIENCE
Motivators for participation: 1. Reputa9on 2. Efficacy 3. Altruism
4. An9cipated reciprocity 5. Sense of belonging 6. Emo9onal connec9ons
The Economies of Online Coopera&on, Peter Kollock
What does
SUCCESS look like?
WHAT DOES SUCCESS LOOK LIKE? 1. Interac9on between members 2. Returning members 3. Sense of belonging
Don’t fall into the trap of ge5ng lost in the number.
Data + anecdotal evidence + member feedback + surveys = INSIGHTS = COMMUNITY SUCCESS
BEWARE THE MATRIX!
hfp://quiip.com.au/nonprofit/
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