Lessons Learned from 10 years in the Online Community Biz
91
LESSONS LEARNED FROM 10 YEARS IN THE ONLINE COMMUNITY BUSINESS
-
Upload
small-world-labs -
Category
Technology
-
view
308 -
download
0
Transcript of Lessons Learned from 10 years in the Online Community Biz
LESSONS LEARNED FROM 10 YEARS IN THE ONLINE COMMUNITY BUSINESS
INTRODUCTIONSMichael WilsonFounder & CEOSmall World Labs
Jeremy DemersDirector of MarketingSmall World Labs
Tell us about Small World Labs and why you got started in online community
SMALL WORLD
LABS STORY
smallworldlabs.com/about/our-story
CHALLENGES & OPPORTUNITIES
DISCONNECTED SUPPORT
BASE
HAVE…
CONNECTED SUPPORTERS
WANT…
WANT…
WHO RECRUIT NEW
SUPPORTERS
ONE WAY COMMUNICATION
HAVE…
SUPPORTERS WHO HAVE A
VOICE
WANT…
WANT…
SHARE THEIR PASSION
EVENT BASED ENGAGEMENT
HAVE…
CAMPAIGN BASED ASKS
HAVE…
YEAR-ROUND ENGAGEMENT
WANT…
HURDLES TO PARTCICIPATIN
G MORE
HAVE…
MAKE PARTICIPATIO
N EASY
WANT…
MATCH SUPPORTERS TO AVAILABLE
OPPORTUNITIES
WANT…
ISOLATED LEADERS &
EXPERTS
HAVE…
SHARE EXPERIENCES
& KNOWLEDGE
WANT…
SHOW OTHERS THE WAY
WANT…
MENTOR PROGRAMS
WANT…
RECOGNITION
WANT…
STATIC RESOURCES PROVIDED BY YOU
HAVE…
CROWD-SOUCED RESOURCES
WITH FEEDBACK
WANT…
DISCONNECTED GROUPS
HAVE…
WANT…
ONLINECOLLABORATIO
N
MANUAL PROCESSES
27
HAVE…
WANT…
ACTION WORKFLOWS
ONE-ON-ONE COMMUNICATION WITH STAFF IN
THE MIDDLE
HAVE…
MANY-TO-MANY COMMUNICATIO
N
WANT…
DISCONNECTED TOOLS
HAVE…
OPEN, CONNECTED SYSTEM
WANT…
SMALL WORLD LABS COMMUNITY
SMALL WORLD LABS COMMUNITY
SOCIAL ENGAGEMENT
MEMBER PERSONALIZATION
GROUP COLLABORATION
KNOWLEDGE SHARING
SMALL WORLD LABS COMMUNITY
SOCIAL ENGAGEMENT
MEMBER PERSONALIZATION
GROUP COLLABORATION
KNOWLEDGE SHARING
AUDIENCE MOBILIZATION
AUTOMATED ENGAGEMENT
MULTI-CHANNEL PARTICIPATION
COMMUNITYMANAGEMENT
Why should an organization have an online community with Small World Labs in addition to social media channels like
Facebook, LinkedIn, YouTube, and Twitter?
REMEMBER, IT’S SOCIAL MEDIA
REMEMBER, IT’S SOCIAL MEDIA
COMMUNITY SHARING
Online
Community
DRIVES TRAFFIC TO
YOU
Online
Community
DIGITAL SHARECROPPIN
G TRAP
EXAMPLE LANDLORD: FACEBOOK
Source: edgerankchecker.com, locowise.com
Facebook Zero: Considering Life After the Demise of Organic Reach
- Social@Ogilvy
We’ve lowered our expectations from Facebook in regards to collaboration and partnership
- Digital Agency MRY
If you’re a brand, 98% of your fans won’t see your next Facebook post and 99.9% won’t engage with that
post- Forrester Research
FACEBOOK ZERO
FACEBOOK’S REACTION?
FACEBOOK’S REACTION: BUY ADS
Digital Sharecropping: The Most Dangerous
Threat to your Content Marketing Strategy
- CopyBlogger
Clear-eyed business observers have been raising
the alarm about building your house on rented land
for years- Convince & Convert
Nonprofits: Avoid Digital Sharecropping Before It’s
Too Late
- Social Media Today
DIGITAL SHARECROPPING REACTION
INVEST IN YOUR ORGANIZATION’S
DIGITAL REAL ESTATE
SOCIAL MEDIA AS A
CONVERSION POINT
Online
Community
What advice would you give to organizations that are considering creating a new online community?
THINK LIKE A BUSINESS OWNER
THINK BIGSTART SMALLHAVE A PLAN
TO GET THERE
What advice would you have for an organization that already has an online community, but wishes it
were performing better?
DON’T DISPAIR
INSTITUTE OF FOOD TECHNOLOGISTS
smallworldlabs.com/learn/webinars
115% Increase in Discussion
Topics227% Increase in Discussion Replies
11X Increase in New Members/Month
In your experience, what do an executive team or board of directors
want to know about the online community?
RESULTS
INCREASE IN MEMBER RETENTION
11%
INCREASE IN MEMBERSHIP LEVEL
UPGRADES
74%
INCREASE IN ATTENDANCE REVENUE AT EVENTS
57%
INCREASE IN FUNDRAISING PER
PERSON
352%
INCREASE IN THE NUMBER OF PROGRAM
CLUBS
643%
INCREASE IN GROUP FUNDRAISING
28X
SCOTTISH RITE OF FREEMASONRY
CHURN RATE FOR COMMUNITY MEMBERS
0%
COMMUNITY IMPACT & ROI REPORT
COMMUNITY IMPACT & ROI REPORT
COMMUNITY TYPES
Fundraisers Volunteers Advocates Mission Support Members
FUNDRAISING COMMUNITY
MEMBERSHIP COMMUNITIY
VOLUNTEER COMMUNITY
ADVOCACY COMMUNITY
MISSION SUPPORT COMMUNITY
Do you have any examples where the end user is benefiting?
CLIMATE REALITY
PROJECT’S
REALITY HUB
Looking for information on environmental building materials, waste-to-fuel conversion,
and other technologies to help in the Philippines
Looking for information on environmental building materials, waste-to-fuel conversion,
and other technologies to help in the Philippines
CLIMATE REALITY
PROJECT’S
REALITY HUB
Is there anything else you’d like to share with today’s audience?
