The Rise of Social Media: Building Effective Communities for Business
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EFFECTIVE COMMUNITIES BUSINESS BUILDING FOR Jim Haughwout November 2009
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Presented by Jim Haughwout, CIO & VP of Technology, Neighborhood America (now INgage Networks) at the SoftServe Innovations Conference with keynote speakers Bob Evans (Editor in Chief, Information Week) and Jeffery Hammond (Forrester Research)
Transcript of The Rise of Social Media: Building Effective Communities for Business
EFFECTIVECOMMUNITIES
BUSINESSBU
IL
DI
NG
F O R
Jim HaughwoutNovember 2009
Approach:
10 Tipsto Build EffectiveCommunities for
Business
Based on Real-world Lessons:
1.
not a
as a ChannelDestination
Treat Your Community
(Pre-Internet)
Customer Channels
Traditional
By the Internet
Customer Channels
Added
We Assimilated these New Channels
These did not destroy traditional marketing
Thanks to Web 2.0
Customer ChannelsNew
We need to manage these just like our other channels: Define key message Target audience Define interaction Manage content Report and analyze
2.
on thePut Your Finger
Problem
If you jump on the
BandwagonYou’ll Just Implement
Technology
To achieve business
results, you need to focus on solving a
problem
Ins
tea
d Define theProblem
You Want to Solve 6σStructuredProblem
Statement Addressable Market Position
Return on Investment
We have many members but they are not generating sufficient online revenue
ProblemStatement
Addressable Market
Photo and craft enthusiastsPhoto “professional amateurs”
Solution Position
Create a community that taps ideas of “professional amateurs” to incent craft enthusiasts buy online products
Exa
mp
le Defining a Problem
To Solve
More on this Solution in Our
Next Tip
3.
You
Pick Your DestinationBefore Leave
If You Do Not Know
Where You Are GoingHow Will You Know When (or If) You’ll Get There?
Don’t “Eye Ball” it:Get a Map…
Map Your Successfrom Your Value Chain
Five Examples of Mapping Your
Community Value ChainTo Define Success…
Members Leads Conversions UGC Page Views Ad Revenue UGC ✚ Tags Topics Targeted Ads Members ✚ Tag their UGC Demo Data
Affiliate Marketing Campaigns Feature Promotions Member Interaction
Click-through-Sales
This Converts Interaction into
a Sale
4.
for the
Use the Right ToolJob
To Build Business Communities
Than One ToolThere is More
Don’t Automatically Try to Build Your Own:
You have Many Tools to UsePick the One that Fits Your Problem
Mobile Social
Leverages ubiquity of mobile phones and easy of user identity to drive action
Social Contests
Harnesses competition and social reputation to drive content creation
Low Involvement Threshold
Low-Med Involvement Threshold
Crowdsourcing
Taps the “wisdom” of crowds to elicit “pre-approved” ideas
Full Destinations
Strengthens existing communities with branded Facebook- or LinkedIn-like social network
Medium Involvement Threshold
High Involvement Threshold
5.
Just
Remember,
It’s NotAbout You
© T
he W
alt
Dis
ney
Com
pany
, 19
37
People are Busy,
They Will Only ParticipateIf it is Worth Their Time and Effort
Meet Your Competition:
Can you let us know
where we can sell
things and make
money?
What would you like us to provide to make
you happier with our product?
OR
Which of these isMore Compelling?Same Purpose, but Different Presentation
A Real-life ExampleOf a Community That is Compelling to its Customers
“Would you like to lose weight and look better?”
6.
be
Let your,
MembersThemselves
“I Already Have Too Many Accounts…
Don’t Make Me Join Y.A.N.”I Won’t (If I do, I’ll likely forget)
Can You Join Our Network
Too
Now You Come Along...
?
Let People Extend Their Network
By Using Existing Identities
This eliminates a huge barrier to registration and
participation
Another Real-life ExampleSmall Business Communities: Two Different Models
vs.
7. beDon’tGreedy
© T
wen
tieth
Cen
tury
Fox
Film
Cor
pora
tion,
198
7
Not Everyone Is a Creator…Most Are SpectatorsUntil They Find Something They Like
Spectators
Joiners
Critics
Creators
0% 25% 50% 75%
Be Open With Your ContentLet Everyone In
“Greedy is NOT Good”
When you make people Join before you show
them content youmiss half of your market
When you design for Creators you are
designing for less than¼ of your market
“Creator Oaks”
However, Most Ignore ThisAn Example of Great Community that is “Gated”
Open Network InteractionLet People Be Spectators Before Joiners & Beyond
8.
Like a
Treat Your
Community Garden
Step 1:Seed Compelling ContentTo Attract “Like Content” from Others
Let’s Take a Look
Real World Example:
Result of Seeding Expert Content
New Valuable Member
Step 2:Nurture the CommunityLike a Garden to Make It Grow
Week 1 Week 2 Week 3 Week 4 Week 5
Step 3:Prune the WeedsTo Prevent Bad Elements From Taking Over
Weed Your Content Through Moderation
Highlight Good Content Archive Old Content Edit or Send Back
Content with Errors Reject Inappropriate
Content
Crowdsourcing Without Moderation:The National Dialog
9. Create
SAFEEnvironmenta
If You Do Not CreateSafe EnvironmentYour Members Will Be Afraid to Participate
Which mainstream social networks
have you joined? Which did you join
first?
Look at your personal
experience…
You Need to EmployFour ToolsTo Create A Safe Community
1. Attribution2. Privacy3. Flagging4. Moderation
If You Do Not Have ALL of These Your
Community is Unsafe
Safety Tool #1:
AttributionMake Critics & Creators Identify Themselves
Raises likelihood of valuable content (UGC)
Encourages more civil discussion Enables targeted action (both
rewards and penalties)
Safety Tool #2:
Privacy ControlsKeep Data Private Unless Told Otherwise
Builds trust through control Ensures regulatory
compliance Reduces risk of social
network abuse
Safety Tool #3:
FlaggingEnable Members to Police Themselves
Flag content as Inappropriate
Escalates attention for Moderation
Automated removal upon threshold
Provides 24×7, Empowered Protection
Safety Tool #4:
ModerationEnable Community Managers to Moderate Content
EnablesMessage Control
Pro-actively Protects Your Members
Enables You to Reward Good Content (and Penalize Bad)
10.
Capitalize on Your Idea
Connect the Dots
Allto
To avoid this, you need to embed the
community into your enterprise
Instead you will just create a place
to socialize…
If you leave yourCommunity DetachedIt Won’t Drive Results Into Your Value Chain
At a Minimum, You Need ToConnect Three Elements:To Form the Core of Your Value Chain
The Community: Where you attract insight and input from partners and customers
The Data Warehouse: Where you analyze
your customersacross the community and
your enterprise
z
Your Back Office: Where you automate rules and workflow for SFA, CRM, ERP, etc. based on customer
insight
z
When You Link These to All ChannelsYou Leverage the CommunityTo Create the Most Value
CRMSFAERP
The Communities Highlighted TodayHave “Connected The Dots”To Obtain Large Returns on their Investments
Email: [email protected]: http://Twitter.com/JHaughwout Blog: http://www.LagrangianPoints.com
For More Information:
Day Job:
Neighborhood AmericaCIO & VP of Technologyhttp://www.NeighborhoodAmerica.com
Questions?
