10 Steps to A Thriving Online Community

Download 10 Steps to A Thriving Online Community

Post on 28-Jul-2015

96 views

Category:

Documents

3 download

Embed Size (px)

TRANSCRIPT

1. 10 STEPS TO A THRIVING ONLINE COMMUNITY: PREPARATION, PROMOTION, AND ON-GOING CAREa publication of 2. INTRODUCTIONYour community is a great way to engage with customers to build We know it can be daunting to start with a brand new community,trust and loyalty, activate communities of advocates, and acquire so weve compiled some best practices that will help get younew customers. Whether youre using your community to deliver started and encourage participation internally and externally.self-service support, drive product innovation based on the Follow these best practices to get your new community thriving,feedback of your most engaged customers, or to spruce up your or take a look at them to see which you could be implementing tomarketing pages with relevant customer conversations and praise improve the health of your current one.(or all of the above), were here to provide you with the tools andresources to do so effectively.ContentsINTRODUCTION............................................................................................ 11 SHARE THE MISSION SO EVERYONE KNOWS WHAT YOURE TRYING TO ACHIEVE. . . . . . . . . . . 22STABLISH THE RULES OF ENGAGEMENT FOR EMPLOYEE PARTICIPATION ................... 2 E3 CREATE AND POST YOUR COMMUNITY GUIDELINES .............................................. 24REPARE A PLAN TO PROMOTE THE COMMUNITY ................................................. 3 P5 PREPARE AND IMPLEMENT A SENTIMENT RESPONSE/NEGATIVITY PLAN .................... 36 LAUNCH AND BUILD YOUR COMMUNITY............................................................. 47 ENGAGE AND CLOSE THE LOOP. ....................................................................... 48 CURATE YOUR COMMUNITY ............................................................................ 59 MEASURE YOUR COMMUNITYS ROI .................................................................. 510 ONITOR YOUR MEMBERS AND KEEP YOUR EYE OUT FOR ADVOCATES....................... 6 MNOW GET OUT THERE AND ENGAGE YOUR COMMUNITY! ......................................... 6 10 STEPS TO A THRIVING ONLINE COMMUNITY: Preparation, Promotion and On-Going Care1 3. 1 SHARE THE MISSION SO EVERYONE KNOWS WHAT YOURE TRYING TO ACHIEVE.Before getting started, its important that everyone is on thedetermine what you should measure, what you should report on,same page, and although there may be an understood common and what success looks like.vision, its important to explicitly document it, and define Define objective(s) with stakeholders and C-level executives.measurable objectives. Explicitly stating the vision and missionin the community will help establish and maintain consistency. Define what success looks like (measurement).Being clear about what the communitys objectives are will help Establish buy-in on participation.2 ESTABLISH THE RULES OF ENGAGEMENT FOR EMPLOYEE PARTICIPATION.Determine who is responsible for the community and assign roles who are not responsible for the community but may chime in fromand tasks if appropriate. It is vitally important to stay on top of time to time.responding to, moderating, and curating content as it comes into Establish buy-in on who and how to participate.your Community. Create internal dos and donts for employees Write down the rules.3 CREATE AND POST YOUR COMMUNITY GUIDELINES.Be sure visitors to your community have access to a clear and Create and post the Guidelines.simple set of guidelines for participation in your community. You Resources:are welcome to point them to Get Satisfactions or create your own. Community Guidelines Creation Tips: http://info.getsatisfaction.com/rs/Once you launch, be sure to enforce them. getsatisfaction/images/community_guidelines_creation_tips.pdfCommunity Guidelines Sample: http://getsatisfaction.com/corp/help/community-guidelines10 STEPS TO A THRIVING ONLINE COMMUNITY: Preparation, Promotion and On-Going Care 2 4. 4 PREPARE A PLAN TO PROMOTE THE COMMUNITY.Be sure to plan for a newsletter announcement to your mailing list, Put a pre and post-launch promotion plan together, including:a blog post, an update on your Facebook Page, an announcement Awareness/access on your website, other static web assetson Twitter and an announcement via any other communicationOutbound communication (newsletters, marketing campaigns), email signatures, and stand-alone announcements (e.g., on launchchannels you have with customers and prospects.day, every month for 6 months, etc.)Resource:Community Promotion Cheatsheet: http://info.getsatisfaction.com/rs/getsatisfaction/images/Community_Promotion_Cheatsheet.pdf5 PREPARE AND IMPLEMENT A SENTIMENT RESPONSE/NEGATIVITY PLANPut a plan together so you and everyone involved in the communityAppreciation. You are glad individuals are engaged and you appreciate all commentsthats what makes a community real.is responding in the most effective way to varying types of Negative diffuser statements. Include a couple sampleparticipant sentiment both happy and sad, good and bad.diffuser statements so that the tone of your community stays positive. Create a sentiment-based communication guide to set a positive tone within your community. Some important items to highlight in Complete and implement a Negativity Plan. the style guide are: Resources:Listen. You want your community to know you are listening and Negativity Plan Template: http://info.getsatisfaction.com/rs/getsatisfaction/understand what they are saying is important. images/GS Negativity Plan Template.pdfEmpathy. You feel their pain or their joy. Recognize it.Communication Style Tips: http://info.getsatisfaction.com/rs/getsatisfaction/images/community_styletips_cheatsheet.pdf10 STEPS TO A THRIVING ONLINE COMMUNITY: Preparation, Promotion and On-Going Care 3 5. 6 LAUNCH AND BUILD YOUR COMMUNITY.Go out with a bang! Run a contest maybe the first 10 Idea posts Ensure community is seeded before launching.get a prize? Or maybe the first 25 folks who ask a question get Develop and execute a launch contest.entered into a drawing. And be sure youve already seeded your Continue to build your community with periodic contests andcommunity with some useful content so people arent arriving at an newsletter announcements. Keep the momentum going!empty party.Resource:http://info.getsatisfaction.com/rs/getsatisfaction/images/QuickStartChecklist_for_Admins.pdf7 ENGAGE AND CLOSE THE LOOP.In the early days of your community, its important to give Follow the guidelines (and appropriate style) when responding.people the satisfaction of a quick response so that they view the Be timely, and encourage potential champions to replycommunity as an efficient and valuable resource. When responding, Make sure to set the appropriate status.be yourself and keep in mind that youre relationship building Keep stakeholders apprised of whats happening in the communitytoobe friendly, empathetic and conversational. Remember to this will help create a customer-centric culture.come back to close loops on topics that need further investigationResource:or additional resources.User Engagement Cheatsheet: http://info.getsatisfaction.com/rs/getsatisfaction/images/user_engagement_cheatsheet.pdf10 STEPS TO A THRIVING ONLINE COMMUNITY: Preparation, Promotion and On-Going Care 4 6. 8 CURATE YOUR COMMUNITYLike a gardener, tend to your community. Weed, fertilize, cross- Create and follow your own curation guidelines (e.g., daily/weekly/monthly).pollinate. Use the Topic Moderation Tools* to move SPAM, mergeduplicate content, archive topics that dont have lasting value to Resources:others, close topics that dont need additional replies, edit topicCuration Guide: http://info.getsatisfaction.com/rs/getsatisfaction/images/ gs_Community_Curation_Guide.pdftitles so theyre clear and descriptive, set the status on topics Moderation Tools Cheatsheet: http://info.getsatisfaction.com/rs/getsatisfaction/so community members know where youre at with them, and images/Get_Satisfaction_Moderation_Tools_Cheat_Sheet.pdfpromote relevant employee replies as the Official Response.*Keep topics organized by making sure theyre categorized properlywith relevant tags and product associations.9 MEASURE YOUR COMMUNITYS ROIGather statistics for measuring and reporting via a variety of Monitor Stats (and other metric sources, like Google Analytics) soyou know how youre doing.resources depending on your plan. All plans have access to theManagement View which can be filtered by date range and exported Resource:into Excel for your own slicing and dicing of the content andhttps://getsatisfaction.com/getsatisfaction/topics/webcast_measuring_successattached data. Many plans have access to a basic Community Statspage in their Admin section and can integrate their Google Analyticsaccount with their community. Enterprise plans can add on theCommunity Health Analytics Dashboard powered by GoodData. Take a snapshot of your current support stats so you have a baseline for tracking conversions from other channels to your community. 10 STEPS TO A THRIVING ONLINE COMMUNITY: Preparation, Promotion and On-Going Care 5 7. 10 MONITOR YOUR MEMBERS AND KEEP YOUR EYE OUT FOR ADVOCATESKeep your eye out for the members in your community who Create a Champions programannounce it.are frequent posters and a positive force of good. If theyre Monitor users and look for potential Champions.knowledgeable about your products and services, helpful to other Resources:community members and evangelists for your brand, reward themhttps://getsatisfaction.com/getsatisfaction/topics/webcast_building_advocateswith a Champs badge.* Community champions (advocates)Champions Program Template: http://info.getsatisfaction.com/rs/contribute to an engaged and thriving environment while also takinggetsatisfaction/images/champs_program_template.pdfsome of the load off the official employees.NOW GET OUT THERE AND ENGAGE YOUR COMMUNITY!There you have it. Take advantage of the wisdom of communities authentic and providing them with honest, transparent information.that have come before you to create a healthy, lively communityTreat them that way (and empower all of your communitythat you can leverage for support, innovation, and marketing managers to do the same), and you will earn their loyalty and trustcontent. Remember, your customers can tell when youre being in return. Yes, its really that simple.Interested in learning more about how a GetSatisfaction customercommunity can helpyou acquiremore customers, drive product innovation, and deliver excellent, low-cost social support?877-339-3997 to schedule a demo, or visit us at https://getsatisfaction.com/corp/solutions/index 10 STEPS TO A THRIVING ONLINE COMMUNITY: Preparation, Promotion and On-Going Care 6

Recommended

View more >