bas 115: community development 101
TRANSCRIPT
BAS115: Community Development 101
Simon Poulton
Manager of Inbound Marketing
Who am I?
‣ Simon Poulton• Manager of Inbound Marketing
‣ BA Psychology – UCLA• Poulton et al. (2011) To Catch a Liar
‣ Top 25 Social Business Leader
Overview
‣ Why Develop a Community?‣ Benefits‣ A Sense of Community‣ Key Factors
The Laserfiche Community
Exclusivity
Common Interest
Specific Place
Relationships
Communities & SimonA Backstory
MyClass
Failure
“Most communities are a waste of time & money.”
- Richard Millington, CEO Feverbee
Richard Millington
McMillan & Chavis (1986)
“A feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.”
- A Sense of Community (1986)
A Sense of Community
Customer Retention
A Sense of Community
Customer Advocacy
“68% of consumers are more likely to adopt a product or feature if it is endorsed by other users.”
- Nielsen, Trust in Advertising, Sep 2014
“84% of people trust recommendations from people they know versus 69% who trust information from a brand website.”
- Nielsen, Trust in Advertising, Sep 2014
A Sense of Community
Knowledge Exchange
A Sense of CommunityA Psychological Approach
ExclusivityDefining the Boundaries of Membership
“[The] sociometer theory suggests that the self-esteem system is an internal, psychological gauge that monitors the degree to which the individual is being included versus excluded by other people”
- Dr. Mark Leary, Sociometer Theory (1995)
Sociometer Theory
Exclusivity
Who’s Awesome?
You’re Awesome!
Rituals & TraditionsCreating Shared Experiences
“Our results suggest that rituals could be put to use to influence a wide variety of desirable behaviors” - Kathleen D. Vohs et al. (2013), Rituals Enhance Consumption
Rituals Enhance
Rituals & Traditions
Rituals & Traditions
Rituals & Traditions
Rituals & Traditions
Rituals & Traditions
Community HomeHome is Where the Heart is
Have a Place
Share Unique Experiences
Real RelationshipsDriving Return on Relations (RoR)
Ravelry
Ravelry – Knitters United
Adam Joinson
‣ “People feel a stronger sense of community when engaging in self-disclosure”
“The communication barriers enforced due to the regulations facing our industry actually helped us grow initially.” - James Sarino, Community Manager, Scottrade
Case Study - Scottrade
Scottrade
Celebrate Small VictoriesMember Appreciation
Find Small Victories
Find Small Victories
A Sense of Community
‣ Exclusivity‣ Rituals & Traditions ‣ Community Home‣ Real Relationships‣ Celebrate Small Victories
Resources
‣ Course survey: www.laserfiche.com/EmpowerSurvey
‣ Let’s connect:‣ Twitter: @SPoulton‣ LinkedIn: www.linkedin.com/in/smpoulton‣ Email: [email protected]