Risks and Opportunities of Participation in Global Value ...
Building Business Value From Community Participation
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@ben_rubenstein #LavaCon
From Comments to Content: Building Real Value from Community Participation
Ben Rubenstein
A case study romantic comedy
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The plot
A B2B tech media company has been unlucky with commenting integration in the past
A new way of thinking could create a real relationship, but…
Can resource and workflow challenges be overcome so everyone can find community love, actually?
@ben_rubenstein #LavaCon
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The cast
Community Team
C-SuiteDevelopment
Editorial
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Once upon a time…there was lonely content
Pre-2011: No comment function on editorial content.
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Once upon a time…there was lonely content
“Our users don’t care about that.”
OR
“They can go over to the
community for that.”
(<10% crossover b/w editorial and community sites)
@ben_rubenstein #LavaCon
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The Dating Circuit
@ben_rubenstein #LavaCon
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The dating circuit
Anonymous comments Difficult to
interact Minimal
moderation Limited value
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The dating circuit
Disqus Improved
ease of use No integration No
registration value
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The dating circuit
Fly-in polls Closed questions
only Responses
combined with general comments
Quantity>quality
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The dating circuit
Trying to track down a comment or moderate a thread? Good luck…
@ben_rubenstein #LavaCon
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The challenge: A real relationship
Create a positive experience for users
Make it easy for all involved to manage and interact
Make comments useful and valuable for the entire business
@ben_rubenstein #LavaCon
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What is love? Better understanding
of target audience Audience engagement
with brand/employees Traffic increase Content production
increase Membership increase
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The meet-cute: Stumbling into a solution
Comment ‘repository’ driven by existing community site
Interaction points support content through links
Editors and contributors incentivized to participate
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Getting to know you… Users create a community profile/username to
interact
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Getting to know you… All content gets automatically generated
discussion page w/ synced comments
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Getting to know you… Editorially created discussion questions create
second entrance point, interaction opportunity
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Getting to know you… Automated comment notifications to authors,
editors + commenters Tag-based activity emails to subscribers
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Getting to know you… Moderation via community back-end
(WordPress)
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Getting to know you… Content/discussions/users showcased on
community site
@Speaker Hashtag @LavaCon
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Friends with benefits Expected increases in:
Inbound links/search visibility
Site registrations Return traffic Visibility for
contributors/editors Interaction among
community and site members
Data for editorial content, marketing campaigns, sales conversations @ben_rubenstein #LavaCon
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Will it work out? How will we mesh
separate systems and teams?
Who handles tagging and content updates?
Where does this fit in the editorial workflow?
Will users get it?
@ben_rubenstein #LavaCon
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Circle of friends (and frenemies)Internal user feedback identifies: Early adopters,
supporters, skeptics
Potential workflow issues
Topic-based challenges
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Meet the parentsMaking the case for development resources: What’s the goal? What’s the
business benefit?
What’s the alternative?
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Relationships = work Data cleanup Profile setup Taxonomy updates Design mockups Daily scrum Daily scrum Daily scrum…
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Consummation
All my hard work has paid
off…we’re getting a new commenting
system!!
@ben_rubenstein #LavaCon
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It gets complicated Success means everyone participates
Create discussion questions Monitor and respond to comments Make user interaction a priority
Wait, this isn’t
just going to be easy?
@ben_rubenstein #LavaCon
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It gets complicated
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Unexpected uses:
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It gets complicated
@ben_rubenstein #LavaCon
Low participation:
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The grand overture3 rules for successful communication: Speak the language Keep it simple (and positive) Know what you’re asking for
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The grand overture
“Beautiful Aurelia, I’ve come here with a view of asking you to marriage me. I know I seems an insane person, because I hardly knows you, but sometimes things are so transparency, they don’t need evidential proof. And I will inhabit here, or you can inhabit with me in England. Of course I don’t expecting you to be as foolish as me, and of course I prediction you say ‘no’… but it’s Christmas and I just wanted to check.”
@ben_rubenstein #LavaCon
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Our strategy Meet face-to-face
with everyone impacted
Broadcast success stories and highlight early adopters
Stay visible with regular communication
Do the gruntwork to prove out value
@ben_rubenstein #LavaCon
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Communication efforts
@ben_rubenstein #LavaCon
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Communication efforts
Infographic, emails, meetingsExamples of success storiesCommunicate to contributorsCommunicate to sales (vendor relationships)
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Communication efforts
@ben_rubenstein #LavaCon
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Making it official Discussion questions
part of the editorial workflow (300+ created each month)
All editors (and many contributors) have profiles
Community registrations tracked
Daily notifications sent
@ben_rubenstein #LavaCon
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Reviews
@ben_rubenstein #LavaCon
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The numbers are in…
6000 comments/responses over first 10 months (12K over previous 3 years)
4000+ new-to-network registrations (major source)
20% CTR on comment notifications Community participants view 3 times as many
pages, stay 5 times as long on sites as average visitor
@ben_rubenstein #LavaCon
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‘Til death do us part…‘Honey do’ list: Testing/feature
optimization Full integration of
community into network
Continued workflow discussions
Increased community content/moderation
Full integration, tracking and communication of data
@ben_rubenstein #LavaCon
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Lasting impact Changed the
internal perception about community and content lifecycle
Entered new editorial, sales + marketing conversations
Set the stage for increased resources, new roles @ben_rubenstein #LavaCon
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Credits benrubenstein.net linkedin.com/
benrubenstein @ben_rubenstein
@ben_rubenstein #LavaCon