Community engagement: online, offline - it's a people thing

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pwcom.co.uk London, 28 October 2010 Community engagement: online, offline – it’s a people thing CIPR Social Summer, #ciprsm, London by Paul Wilkinson

description

Organisations might consider setting up their own communities rather than relying on Facebook or LinkedIn. This presentation stresses the importance of engaging with people offline as well as online to build interest and involvement, using 'hybrid events' to straddle the digital divide

Transcript of Community engagement: online, offline - it's a people thing

Page 1: Community engagement: online, offline - it's a people thing

pwcom.co.uk

London, 28 October 2010

Community engagement:online, offline – it’s a people thing

CIPR Social Summer, #ciprsm, London

by Paul Wilkinson

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pwcom.co.uk

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Face-to-face

Hand drawings

Physical models

Written word

Messengers

Telegraph

Photography

Telephone

Radio/audio

Television

TelexPrinting

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Websites for … Web 2.0 is about …

reading writing

companies communities

one-way two-way

lecture conversation

advertising word-of-mouth

owning sharing(Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)

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Trad’l marketing/PR

was about …

Marketing/PR 2.0

is increasingly …

B2C

B2B

B2C2B

B2i2B

one-to-many

monologue

control of message

control of media

many-to-many (C2C)

dialogue

user-generated content

user self-publishing

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Traditionally, websites …• Then … intranets, wikis• Now expanding Web 2.0 use• From learned societies to business breakfasts

– fan groups– customer communities; distributor/dealer networks– cause-related sites established to share information

about particular subjects– event sites (eg: to support conferences, festivals, etc)– readership communities– membership sites

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Twitter• loads of people,

companies, etc• Lists• TwitterLeagues• Twibes• #hashtags

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Facebook• lots of people,

pages, groups• difficult to find

effective B2B use of Facebook

• Interaction more important than ‘fans’ or ‘likes’

• Limited branding, etc

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LinkedIn• lots of AEC groups• 85 “AEC”• 1,350 “architecture”• 2,135 “construction”• easy to join groups• some still very

recruitment-focused• Limited branding,

etc

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RIBApedia• Research

and education site

• create profiles, share links, blogs, etc

• built on MediaWiki

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RIBA Knowledge Communities

• beta project initially• relaunched within

RIBA in early 2009• hosted on Elgg• 918 site members

(at 8 October 2009)

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London, 28 October 2010

The Be2camp Story (so far) Built

Environment

Web 2.0

Barcamp

Subtitle: the power of ‘hybrid events’

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June 2008

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Web 2.0 in practice

Meetings via Skype

Conversationsvia Twitter

TimeAndDate to organise meeting times

Meetings in Second Life

blog, forum on Ning

Google GroupsGoogle Docs

Just 2 emails

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Ning site created 31 July 2008

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• World’s first ‘unconference’ focused on Web 2.0 for the built environment

• Building Centre, London, 10 October 2008

• Free to attend

• Participative

• Online andface-to-face

“Unconference”

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“Unplanning”

Before a Be2camp event:

• People volunteer to help, to speak, etc

• Topics discussed online

• Themesidentified

• Sponsorsapproached

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“Unhosting”

At a Be2camp:

• Running order agreed

• Participants not delegates

• Sessions streamed live

• Live-blogging

• Twitterfall

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“Open-sourcing”

After a Be2camp:

• Video on Ustream, YouTube

• Photos on Flickr

• Presentations on Slideshare

• Live-blog, chat on Coveritlive

• Discussions/downloads continue

• All on www.be2camp.com

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First Be2camp statistics

London, 10 October 2008

• c. 55 people attended (in real-life)

• 183 unique visitors to be2camp website

• CoverItLive feed: 47 unique visitors

• At one point, 12 individuals watching the Be2camp live feed in Second Life

• 8 sign-ups to Be2camp during day

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Second Be2camp

• #Be2campnorth

• Liverpool

• 15 May 2009

• hashtag was one of the topbuzz-words on Twitter.

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Be2camp membership growth Aug 2008 - 6 Oct 2009

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eg: RIBAWEB 2.0 FACEBOOKTWITTERINTRO LINKEDIN NING SITES“Event-powered growth”

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Be2party

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Be2camp year two

• Be2camp Brum, August 2009• Be2camp@WorkingBuildings, October• SMWBe2camp

February 2010• Be2campEast 1

April 2010• Be2campNW

June 2010• Be2camp Brum 2

August 2010

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Be2camp membership growth August 2008 - August 2010

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Event-driven growth (contd)

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Be2camp facilitating

• RIBAforum09 – RIBA,27 October 2009

• University of Dundee –- World Water Day workshop22 March 2010

• BIFM – conference fringeworkshop, 13 April 2010

• Sandwell MBC – socialmedia workshops26-27 April 2010

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• “Property Week” network

• ‘Soft launch’ 25 September 2009

• 3,995 members (23/10/2010)

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• “Building” magazine network

• ‘Soft launch’ October 2009

• 1,292 members (23/10/2010)

• Good Ning customisations

• endorsement of Ning? or inexpensive UBM experiments?

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Thirteen things to think about1. Do we need an online community?

2. How will users benefit?

3. Who will run it?

4. Integration with other communications?

5. What rules will we have?

6. How will we work out what our community wants?

7. If we build it, will they come?

8. When they come, what will people do?

9. How will others in the organisation be involved?

10. Why are some users more active and vocal than others?

11. How big could your community be?

12. How will we measure the impact?

13. How will we fund the site?

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Do we need an online community?

• have a clear strategic reason to create and build an online community

• Otherwise …How will we measure the impact?

Think ‘outcomes’

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Integration with other communications?

People tend to be social in more than one place

Think about related activities on:• blogs, websites, e-newsletters• Facebook, LinkedIn, YouTube, Flickr, Twitter,

Slideshare, etc• offline (magazines, posters, events, etc)

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Why are some users more active and vocal than others?

Because they are…

90-9-1 (aka the 1% rule) … or 80-19-1 … or 75-20-5 …

Lurkers, regulars, power users

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tCn• AEC community• launched March 2010• hosted on Dolphin• 1644 site members

(as at 28 October 2010)

Using: blog, YouTube, Facebook, Twitter, RSS, and offline

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London, 28 October 2010

Thank you and Good Eve-Ning!

Contact: Paul WilkinsonBlog: www.pwcom.wordpress.com

Email: [email protected]: +44 (0)20 8858 1104

mob: 07788 445920Twitter: @EEPaul