Online Community Strategy Framework

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    07-Nov-2014
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Online Community Strategic Framework and Best Practices. Web 2.0 Sites, Social Sites, Online Community Sites... call it what you want, this framework will provide you with an approach that works for engaging your customers and nurturing your prospects.

Transcript of Online Community Strategy Framework

  • 1. ONLINE Community strategy framework
    Ensuring an engaged online community
  • 2. COMMUNITY STRATEGY FRAMEWORK
  • 3. COMMUNITY STRATEGY FRAMEWORK
    BUSINESS GOALS
    SOCIAL MEDIA LANDSCAPE
    MEMBER NEEDS
  • 4. COMMUNITY STRATEGY FRAMEWORK
    BUSINESS GOALS
    LAUNCH PLAN
    Content Plan
    Event Plan
    Promotion/Outreach Plan
    Member-to-Member Interaction
    SOCIAL MEDIA LANDSCAPE
    MEMBER NEEDS
  • 5. COMMUNITY STRATEGY FRAMEWORK
    BUSINESS GOALS
    LAUNCH PLAN
    Content Plan
    Event Plan
    Promotion/Outreach Plan
    Member-to-Member Interaction
    METRICS/ROI
    SOCIAL MEDIA LANDSCAPE
    MEMBER NEEDS
  • 6. 1) Business Goal
    What is your business objective? Boil it down to one sentence that gets to the core of your objective.
    Increase Sales
    Increase Brand Awareness
    Decrease Cost of Customer Service
    Co-creation of New Products
    Establish Yourself as a Thought Leader
    Better Search Results
    Provide Additional Information
    Educate Customers
    Enable Customers to Collaborate and Share Knowledge
  • 7. 1- Business Goal (communities need a reason)
    King Research, June 2007
  • 8. 1) Business Goal
    The business goal of PD 360 was to raise student achievement . They accomplished a lift of 11.3% improvement in student achievement through an online learning community for teachers with on demand professional development .
  • 9. 1) Business Goal know who you are, what type of online community would you be?
  • 10. 2) Social Media Landscape
    What is Social Media Anyway?From Wikipedia, the free encyclopedia
    At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
  • 11. 2) Social Media Landscape
    What does social media look like? Where are your customers having conversations?
    Online Customer Communities
  • 12. 2) Social Media Landscape
    How is your brand or the competitions brand represented in the social ecosystem, where are there gaps, and what is your plan to position your brand accordingly?
    Search for Brand Mention
    Blog Pulse
    Technorati
    Delicious
    Google Blog Search
    Monitor Activity Levels
    Facebook
    MySpace
    YouTube
    Ning
    Flickr
    LinkedIn
    Competitive Analysis and Tracking
  • 13. 2) Social Media Landscape
  • 14. 2) Social Media Landscape
  • 15. 2) Social Media Landscape
  • 16. 2) Social Media Landscape
  • 17. 2) Social Media Landscape
  • 18. LEARN
  • 19. 3) Member Needs Analysis
    Share Knowledge: Explore ideas and participate in one-on-one private discussions or public group threads. Access actionable experienced-based solutions from like minds
    Connect With Peers: Network with one another to find exactly the individual you need who shares your passion. Combat isolation, share emotions and experience a sense of camaraderie.
    Access Tools:find resources that allow you to do your job better, shorten decision times, decrease risk
  • 20. 3) Member Needs Analysis (profile your audience)
    INTERVIEW OR SURVEY MEMBERS
    • Gain insight on their specific needs.
    • 21. What member types or personas exist?
    • 22. Predict their needs.
    • 23. Do their needs vary?
    • 24. What are they looking for?
    • 25. How do they like to interact?
    • 26. How willing are they to share openly?
    • 27. Do they want exposure?
    • 28. Do they want to influence others?
    • 29. Do they want to shape the industry?
    • 30. Are they time crunched?
    Prepared by www.InnerCircleCommunities.com
  • 31. 3) Member Needs Analysis
  • 32. 3) Member Needs Analysis
    CUSTOMIZE YOUR ENGAGEMENT MODEL
    • Announce new members in a group
    • 33. Invite members in a group to read relevant articles and comment
    • 34. Invite members to participate in relevant webcasts or teleconferences
    Prepared by www.InnerCircleCommunities.com
  • 35.
  • 36. LAUNCH
  • 37. 4) Engagement Model
    What will you publish?
    Where will you publish?
    How often will you publish?
    Balance (content, events, 1:1, outreach)
    Integrate with traditional channels
  • 38. 4) Engagement Modelstrive to balance the elements
  • 39.
  • 40. 4) Engagement Modelplan for active readers or lurkers
    Make it easier to contribute.Netflix lets users rate movies by clicking a star rating
    Make participation a side effect.For example, Amazon's "people who bought this book, bought these other books
    Edit, don't create.Let users build their contributions by modifying existing templates rather than creating new
    Reward but don't over-reward participants.Don't give too much to the most active participants, or you'll simply encourage them to dominate the system even more.
    Promote quality contributors.Give extra prominence to good contributions
    Jakob Nielsens Alertbox, October 9, 2006
  • 41. 4) Engagement Model promote quality contributors and create ways to spotlight good contributions
    Prepared by www.InnerCircleCommunities.com
  • 42. 4) Engagement Model
    active and relevant moderation engages members
  • 43. 4) Engagement Model
    3 Key Factors to Creating Community Atmosphere
    Quality, up to date content
    Clear objective value
    Strong moderation and facilitation
    The Hosts Role in Establishing Culture
    Recognize positive participation
    Solicit and respond to member feedback
    Communicate with members
    Takeaways
    Value statement
    Clear code of conduct
    Open lines of communication
    Host plays a visible role
    User experience/feature set tailored to audience
    Content quality, relevant and up to date
    Acknowledge positive contribution
    Create welcoming culture. A welcomed member is more likely to come back, contribute and tell others
  • 44. 4) Engagement Model
    a moderator is instrumental in creating the culture
    Establish Rules
    Create Guidelines for Contributing
    Be Prepared to be a Bouncer at Times
    Prepared by www.InnerCircleCommunities.com
  • 45. Recruit a Variety of Hosts
    • Editorial Board
    • 46.