How to Build a Thriving Community on Your Website

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  • Sara LathamCommunications Director

    Vincent MalangaCIO

  • AGENDA

    COPD Foundation background and context

    Evolution of Foundation and changing needs of people we serve

    Genesis of COPD360social

    Timeline

    Technology considerations

    Planning and recruitment

    Questions and feedback

  • The COPD Foundations mission is to prevent and cure chronic obstructive pulmonary disease

    (COPD) and to improve the lives of all people affected by COPD.

  • COPD360socialCOPD360research

    Patient-Powered Research Network - integrated registry

    and research platform

    Online social engagement, education and collaboration

    EVOLUTION

  • CHANGING FACE OF OUR COMMUNITY

    COPD no longer a disease of

    the elderly

    COPD affects more women

    than men

    Most of our community uses

    some form of social media on

    a daily basis with Facebook

    being the modality most

    commonly used

    Individuals wanted a place

    where they could go and

    connect with others that went

    beyond traditional listserves

  • SOCIAL MEDIA ENGAGEMENT SURVEY

    Conducted April 2014

    137 respondents

    72.3% patients

    17.5% caregivers

    10.2% know someone with COPD

    Much more engaged with social media than we had thought

    Read blogs on health a few times a week for information

    86% were extremely or somewhat likely to join an online community

  • CHANGING FACE OF OUR COMMUNITY

  • CHANGING FACE OF OUR COMMUNITY

  • CHANGING FACE OF OUR COMMUNITY

  • CHANGING FACE OF OUR COMMUNITY

  • COPD360social

  • GOALS OF COPD360SOCIAL

    Provide an interactive community

    platform for patients, family members,

    caregivers and medical professionals

    Build a community of empowered and

    engaged patient advocates

    Add a social and dynamic element to

    www.copdfoundation.org

    Increase SEO through frequent

    crowdsourced updates

    Support recruitment of

    COPD360research

    Contribute to our understanding of COPD

  • TIMELINE

    Spring 2014 discussion internally about how best to engage

    our community and tie together research and social platform

    June 2014 environmental scan of community and due

    diligence

    July October 2014 customization of COPD360social

    August and September 2014 development of guidelines,

    seeded content, Q&A, recruitment and promotional materials,

    graphic identity

    October 2014 webinars to partners, dissemination of social

    media toolkit to partners, population of site with content

    November 19, 2015 Launch on World COPD Day, press

    release via BusinessWire

  • TECH/POLICY CONSIDERATIONS

    Determination of which community features to include

    Dont want to overwhelm members with too much functionality

    Keep conversations in a single location

    Identification of a community manager

    Relates well to others, is one of them

    Knowledgeable on subject matter

    Willing to consistently review analytics to improve content moving forward

    Development of guidelines, privacy policy and rights and responsibilities

  • RECRUITMENT

    Identification of key influencers

    Key to ask early for support and early participation to spark conversation

    Conduct training webinars to introduce influencers to site in advance of launch

    Creation of seeded content

    Three months of seeded content developed

    Site was populated with robust content in advance of launch

    COPDF staff given concrete instructions and deliverables

  • PROMOTION

    Launched during World COPD

    Day

    BusinessWire press release

    E-blasts to community through

    newsletter

    (approximately 50,000)

    Articles in COPD Digest and

    Lung Health Professional

    Banners on COPDF website

    3 month social media editorial

    calendar

  • WHAT DOES COPD360SOCIAL LOOK LIKE NOW?

    As of September 14, 2015: 7,385 registrants

    20% caregivers, family members or friends

    35% healthcare providers or medical affiliates

    45% COPD patients

    Continually adding new members

    Enhancements planned for 2016

    Paid advertising to launch in Q3/Q4

  • CONTACT INFO

    Questions about strategy, marketing or recruitment Sara Latham

    (slatham@copdfoundation.org)

    Questions regarding technology, enhancements or integration Vinny Malanga

    (vmalanga@copdfoundation.org)

    COPD Foundation website:

    http://www.copdfoundation.org/

    mailto:slatham@copdfoundation.orgmailto:vmalanga@copdfoundation.orghttp://www.copdfoundation.org/

  • Visit the DNN website for further information

    COPD Foundations website is powered by:

    http://www.dnnsoftware.com/products/evoq-engage?utm_source=copd-foundation-webinar-sep-2015