Your RelationshipEcosystem

How clinicians leverage community tools to better connect with their key stakeholders

By Maria Sipka | CEO www.linqia.com

PRESENTATION TO PATIENTS KNOW BEST| SEPTEMBER 2009

Communities are rarely used for direct selling…

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.. but rather as a relationship conduit

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1. Corporate Voice Community

2. User-Generated Content/ Micro Site Campaign

3. Enthusiasts Community

4. Associations/ Subscribers Community

5. Loyalty Community

6. Innovation Community

7. Peer Support Community

8. Event Community

8 Community Types

Source: Awareness

2,000+ social networks

160 million communities

1.6 billion people online

950 million social network members

350 million community members

The Numbers

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See community tools as means to converse with your key stakeholders

CollaborationChannel

CommunicationChannel

Before Now

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Which means the rules have changed

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Take off your marketing, PR, advertising, sales, market research… hat for a moment

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…and put yourself into the shoes of your key stakeholders

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Understand the role of online communities in your relationship ecosystem

A brief journey to…

Your Offering

Results/Pulse Check

Retention

SettingObjectives

CommunityPlanning

Acquisition/Uptake

The Relationship Cycle

Phase 1

Phase #1

Your Offering

Results/Pulse Check

Retention

SettingObjectives

CommunityPlanning

Acquisition/ Uptake

What are you thinking of offering?

Is there really a need?

Who are your key stakeholders?

How do they currently behave?

Before you start…

Research

Validate

Crystalize

Phase #2

YourOffering

Results/Pulse Check

Retention

SettingObjectives

CommunityPlanning

Acquisition/ Uptake

What does success look like?

Over what period of time?

How are they tied to your business goals?

How and when will you measure success?

Paint a picture…

You can’t manage what you don’t measure

Phase #3

YourOffering

Results/Pulse Check

Retention

Setting Objectives

CommunityPlanning

Acquisition/ Uptake

What is your budget?

What internal + external people will you need?

Build or white label?

Where will you gather content?

Can you source sponsors?

The community plan

If you don’t have your own plan you become a part of somebody elses

Phase #4

YourOffering

Results/Pulse Check

Retention

Setting Objectives

CommunityPlanning

Acquisition/Uptake

How are they segmented?

Where do they hang out?

How will you reach out to them?

What’s are the different carrots you’ll offer?

Go get them!

Focused

Targeted

Authentic

Phase #5

YourOffering

Results/Pulse Check

Retention

Setting Objectives

CommunityPlanning

Acquisition/ Uptake

When do you know you’ve achieved success?

How does your community fit into your stakeholders life?

Formalized referral?

Integrating your CRM?

Return on investment

The proof is in the numbers

Phase #6

YourOffering

Results/Pulse Check

Retention

Setting Objectives

CommunityPlanning

Acquisition/ Uptake

Keeping your relationships engaged

Deepening relationships

Loyalty initiatives?

Evangelists

Don’t give up to early!

Aim to distribute the workload by engaging your community

Transparency + Engagement +

Consistency + Collaboration +

Celebration + Simplicity +

Measurement = Community

Keep in Mind Always…

Maria SipkaFounder/ CEOwww.linqia.comwww.themoderatorcommunity.com

Tel: +34 626768788maria.sipka@linqia.com

Barcelona | Geneva | Silicon Valley

Twitter:

@mariasipka

Contact Details