c20 workshop
Post on 17-Oct-2014
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DESCRIPTION
Community 2.0 WorkshopTRANSCRIPT
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Getting Started With Community
Kellie Parker, SEGAConnie Bensen, Techrigy
Dave Peck, LSF Corp
Community 2.0 Conference WorkshopMay 11, 2009
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Introductions
Kellie Parker Twitter: @kellieparker Email: [email protected]
Connie Bensen Twitter: @cbensen Email: [email protected]
Dave Peck Twitter: @davepeck Email: [email protected]
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Morning Agenda
9:00 AM – Welcome and Introductions
9:15 AM – Overview of the Day
9:30 AM – Types of Communities (Dave)
10:00 AM – To Join or To Build? (Kellie)
10:30 AM – Break
10:45 AM – Community Mgr’s Toolbox (Kellie)
11:30 AM – Metrics & ROI (Connie)
12:15 PM – Questions
12:30 PM -- Lunch
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Afternoon Agenda
1:30 PM – Community Culture (Kellie) 2:45 PM – Break 3:00 PM – Internal Matters (Connie) 3:45 PM – Questions 4:00 PM – End of Day
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Types of Communities
Dave Peck
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Typical Online Communities
Brand Loyalty (B2C) The brand/product is the focus of content Community is owned/managed by company.
Shop Talk (Communities of Practice) Focus on exchange of information around a topic How do I…” and “Where do I…” questions
Professional Collaboration & Learning (B2B) Very controlled private space for collaboration Usually internal or subscription-based
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B2B & B2C and Traffic Driving
B2C Target general public SEO, blogger outreach, & advertising drives traffic Accept and celebrate all who join
B2B Target highly defined memberships Invitations and WOM drive traffic Clear membership guidelines Membership acceptance criteria
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Community is at the Center
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Figuring Out Your Goals
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Some Typical Goals
Break down geographical barriers globally Connect people in different ways via interaction
Allow detailed & sustained conversations Deepen members’ relationship with the brand
Offer interactive access Relevant content & tools are a must for success
Build trusted relationships Provide better communication for members
Generate revenue or business returns (ROI) While ultimately serving member needs
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Accomplishing Your Goals
Integrate Interaction How do you interact online in a way that serves both the
company’s & the members’ needs? Expectations are changing. People no longer want to be
passive recipients of information
The Real World & Trust Need transparency and evangelism Your community manager must be visible
Be clear about your goals before starting a community
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B2B vs. B2C Needs & Traits
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Typical Needs & Traits
Consumer Communities Large numbers Users share an experience Focus on low-touch
services Forums, ratings, self-serve
offerings Quick to scale, users have
weak ties Business model: scale =
financial success
Enterprise Communities Number can vary Members shape purpose Focus on higher touch
services Specific membership
offering Slow to scale, users have
deeper ties Shared mission Business model: hybrid
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Join or Build?
Kellie Parker
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The Question Feels Like This
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… But Is More Like This
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Before You Start a Community
What is already happening on the web around your brand or product? Look at Facebook, MySpace, YouTube, Flickr,
Twitter, Websites, Forums, and others
If brand/product evangelists exist, equip them If they don’t exist, build them
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Social Media and Community
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Break Time!
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The Community Manager’s Toolbox
Kellie Parker
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There Are Lots of Options
… and many more!
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It May Feel Like a Jumble…
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The Key: Get a Strategy & Stick to It
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The Community Toolbox
Don’t use a wrench if you need a hammer Use each tool to its best advantage Know your available tools Know what each tool is good for Figure out what tools you need Select the toolbox (vendor) with those tools Select a vendor whose people you like & trust
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Meet the Tools
Forums Chat Blogs Wiki Groups Facebook Twitter And many more…
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Forums
Good For: User-to-user support Open discussions Putting users in control
of discussion Light participation from
company reps
Not Good For: Press releases Collaboration on a
central item Real-time Q&A
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Chat
Good For: Real-time Q&A Customer Service Special Occasions (ask
the expert, etc) Real-time events
(watching an event together on TV)
Not Good For: Big conversations Collaboration on a
central item
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Blogs
Good For: Composed thoughts Explaining things Sharing web links and
media Keeping customers
updated
Not Good For: User-to-user interaction Collaboration on a
central item Real-time discussion
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Wiki
Good For: User collaboration on a
central item Knowledge Sharing How-To documents
Not Good For: User-to-user interaction Opinion pieces Real-time discussion
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Groups
Good For: User segmentation Loyalty Niche interest sharing
Can contain many of the other tools within the group structure
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Good For: Loyalty (“fan of”) Information updates Asset spreading Light user interaction Bringing people to your
site or community
Not Good For: Heavy user interaction Real-time discussion Community home
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Good For: Short updates Quick sharing of info Light user interaction Bringing people to your
site or community
Not Good For: Heavy user interaction Long bits of content Community home
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… and more
Photo galleries Video galleries Status updates Comments Favorites YouTube Flickr MySpace
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Buy vs. Build
Building may seem tempting Don’t re-invent the wheel Think about future updates and maintenance Tools are only half the battle
In most cases, buying is better than building
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Strategy
Determine who your users are, what they need/want to do when they get there
Find a platform with tools and options that best fit your needs
Determine your technical needs and resources Start small, build for future growth After launch, re-evaluate as your community
grows
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Metrics & ROI
Connie Bensen
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Metrics & Measurement
Step 1: Identify Business Objectives Step 2: Decide on Priorities Step 3: Choose What to Measure & Tools
Quantitative Qualitative
Step 4: Benchmark Step 5: Identifying Trends & Reporting
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Business objectives
Generate more word of mouth Increase customer loyalty Bring outside ideas into organization Increase product/brand awareness Improve new product success ratios Improve public relations effectiveness Reduce customer acquisition costs Reduce customer support costs Reduce market research costs Reduce product development costs
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Monthly Reporting
Use a template including the following :
Ongoing review of goal accomplishment Quantitative + Web analytics, Social Media analytics Qualitative Quotes – Use for marketing Benchmark based on previous report Report on Trends Recommendations
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Quantitative
Activity on site Number of visitors & repeat visitors Number of registered users versus active Frequency of posting & number of comments Types of searches
Number & type of content created Number of relationships created Usage of features Number of subscriptions via email & rss Increase in SEO rank
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Web Traffic Google
Analytics
vs
Social WebTechrigy SM2
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Qualitative
Gather testimonials Marketing use Product development & use cases Identify brand advocates Appreciation for customer service
Document link to source for follow-up
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Identifying Trends
Ongoing Note & report customer requests needing immediate assistance Identify topics requiring FAQ’s or blog posts
Monthly Marketing /Public Relations Feedback on connection of messaging Identify sites for potential partnerships Report on time periods of high traffic Feedback on brand sentiment
Executive/Management Overview of brand sentiment & competitive analysis Offer insight/suggestions on future trends & key industry topics
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Social Media Monitoring Tools
Blogs Google Alerts, Yahoo Alerts
Comments Backtype
Message Boards Board Reader, BoardTracker
Twitter TweetBeep, TwitterSearch
Social Bookmarking StumbleUpon, Digg, Reddit, Delicious
Social Media Search Engine
SocialMention, Serph, Keotag
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Social Media Monitoring Tools
Multimedia Search YouTube, Flickr
Custom Feed Social Media Firehose, Yahoo Pipes
Professional Tools Trackur, Techrigy SM2, Radian6, Visible Technologies
Website Traffic Google Analytics, Quantcast, Alexa, Compete
Blog Traffic & Backlinks
Technorati, Wordpress
Overview Xinu
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Building Brand in Networks
LinkedIn Groups Facebook Groups PostRank FriendFeed Twitter Identica, Plurk Ning Communities
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Questions?
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Lunch
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Community Culture
Kellie Parker
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Culture Defined
The set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.
Merriam-Webster Online Dictionary
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Community Forms Culture
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Linked In
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Digg
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Gawker
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YouTube
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I Can Has Cheezburger
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Survivor Sucks
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Rules & Standards
Every community needs them Should be in plain “layman” language Should clearly state what is and is not ok Should be tailored to your community All users should agree at registration Moderators should use them as a guide Look at other sites’ rules to get started Refine over time
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Common Rules
No profane, sexist, or racist language No personal attacks No profane or pornographic images No discussion of illegal activities No copyright infringement No spam No viruses, trojans, or malicious files
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Culture is More Than Rules
What tone of conversation do you want? What kind of “energy” do you want there? What do you want users to tell their friends
about your community? What do you want to be known for? What do you want to discourage? How will
you do that while reinforcing culture?
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Setting Culture from the Beginning
Set up infrastructure to promote culture Mods & staff model culture at all times Enforce rules fairly and consistently Recognize users who demonstrate culture
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Break
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Internal Matters
Connie Bensen
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Internal Influence
Change Agent MetaCustomer Provide innovative & unconventional ideas Provide a new perspective Plant seeds of change
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Executive Sponsorship
Community is a long term commitment Value for the brand ROI of Community
Business requirements Stakeholder
For Success Active Engagement Embrace & support culture change
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Management
A Community Manager is a: Relationship expert Translator Communications hub Resource Center
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Internal Web 2.0 Ambassador
teach peers about social media tools advocate for their adoption increase awareness inside company of
customer’s needs & attitudes facilitate communication
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Questions?
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THANK YOU!
Kellie Parker Twitter: @kellieparker Email: [email protected]
Connie Bensen Twitter: @cbensen Email: [email protected]
Dave Peck Twitter: @davepeck Email: [email protected]