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Page 1: Online Community Strategy Framework

ONLINE COMMUNITY STRATEGY FRAMEWORK

Ensuring an engaged online community

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COMMUNITY STRATEGY FRAMEWORK

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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

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King Research, June 2007

1- Business Goal (communities need a reason)

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1) Business GoalThe 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 .

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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).

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2) Social Media LandscapeWhat does social media look like? Where are your customers having conversations?

Online Customer Communities

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2) Social Media Landscape

How is your brand or the competition’s 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

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2) Social Media Landscape

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2) Social Media Landscape

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2) Social Media Landscape

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2) Social Media Landscape

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2) Social Media Landscape

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LEARN

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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

Need for confiden

tiality

Burning need to share

information

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INTERVIEW OR SURVEY MEMBERS

Gain insight on their specific needs.

What member types or personas exist?

Predict their needs. Do their needs vary? What are they looking for? How do they like to interact? How willing are they to share

openly? Do they want exposure? Do they want to influence

others? Do they want to shape the

industry? Are they time crunched?

3) Member Needs Analysis (profile your audience)

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3) Member Needs Analysis

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CUSTOMIZE YOUR ENGAGEMENT MODEL

Announce new members in a group

Invite members in a group to read relevant articles and comment

Invite members to participate in relevant webcasts or teleconferences

3) Member Needs Analysis

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Member Needs Analysis Business Exec

IT Professional

Consultant

Vendor

Other Professional

DEMOGRAPHIC

Career Level

Role

Areas of Interest

Geographic Location

College

Gender

Groups/Associations/Honors/Awards

NEEDS and SKILLS

Knowledge transfer

Leverage the experience of others

Collaborate on information and ideas

Implement BPM faster and learn from peers

Other

WILLINGNESS TO CONTRIBUTE

Comment or Rate (blog, wiki, chat, content)

Contribute content (blog, group docs, wiki, chat)

Speak (teleconference, webcast)

Lead or Chair (group, blog, wiki)

Collaborate (group, wiki)

ENGAGEMENT PREFERENCE

Chat

Post or Comment or Rate

Collaborate via wiki

Read content

Attend or lead teleconferences

Join or lead group

Private meetings with other members

Face to face events

CONCERNS

Trust or risk of online permanent record

Lack of time

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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

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4) Engagement Model

…strive to balance the elements

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5) Engagement Plan TARGET GROUP

January

February

March

April

May

June

July

August

September

October

November

December

Content

Article D

Group Discussion A

Blog PM

Wiki E

Etc. A

Events

Member-led meetings D

webinars and telecons, onsite A

Small group calls, intimate setting, like-minded peers PM

Webcasts E

Chat Session A

Member-to-Member Interactions

Member to member meeting D

Group discussion A

Blog PM

Wiki E

Chat A

Outreach

Newsletter D

Polls A

Surveys PM

Invites E

MISC

Misc PM

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4) Engagement Model

…plan for active readers or ‘lurkers’

Jakob Nielsen’s Alertbox, October 9, 2006

Make it easier to contribute. Netflix lets users rate movies by clicking a star ratingMake 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 newReward — 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

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4) Engagement Model

…promote quality contributors and create ways to spotlight good contributions

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4) Engagement Model

…active and relevant moderation engages members

30% of moderation is active involveme

nt

1) Plan touch point cycles

2) Plan your trigger points

3) Plan for private and semi-private communication

70% of moderati

on is behind

the scenes

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4) Engagement Model 3 Key Factors to Creating Community Atmosphere1. Quality, up to date content2. Clear objective value3. Strong moderation and facilitation

The Host’s Role in Establishing Culture4. Recognize positive participation5. Solicit and respond to member feedback6. Communicate with members

Takeaways7. Value statement8. Clear code of conduct9. Open lines of communication10. Host plays a visible role11. User experience/feature set tailored to audience12. Content – quality, relevant and up to date13. Acknowledge positive contribution14. Create welcoming culture. A welcomed member is more likely to come back,

contribute and tell others

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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

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Recruit a Variety of Hosts

Editorial Board

Frequent Contributors

Former Speakers

Affinity Group Chairs

4) Engagement Model…build your bench of hosts or “creators”

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4) Engagement Model…create awareness by highlighting members and promote/invite using traditional channels

CIO Magazine has a monthly column highlighting interviews with their community members. This is a great way to drive membership and promote your community. Drive traffic from traditional channels to your community. Some members might want exposure.

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4) Engagement Model…facilitate ways for introductions

Member profiles reflect interests, activities and needs

New members need a place to introduce themselves

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4) Engagement Model …seed the community with events, content etc.

Communities thrive on connection Events offer members a chance to come together Online or offline, maintain variety, keep it fresh Leverage existing assets Monthly member-led webinars, save the recordings Target webinars for each affinity group, Q&A via discussions Local round table events Content, articles, research, white papers, podcasts

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4) Engagement ModelCommunities Need Ways for Attendees to Pitch In

Communities love to solve a problem

They want to help, your community will give them a chance

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4) Engagement Model Discover ways for attendees to pitch in, executives enjoy working together

15 CIOs worked in a collaborative environment for nine months to create the IT Value Matrix, advance the profession, and positively influence the next generation. Benchmarking Tool Marketing the Value of IT Study Running Start: How to Succeed in Your First 90 Days – collaborative project Career Path Model – started as knowledge center content, then webinar Business Continuity – started as knowledge center content, then webinar, then regional hosted event Sarbanes-Oxley (SOX) playbook, a how-to guide and resource to help CIOs better manage the SOX compliance process

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4) Engagement Model …create multiple ways to participate

Chair an affinity group or task force Member-led webinars and teleconferences Small group calls, intimate setting, like-minded peers Collaborative projects and tools, showcase them at events Member-hosted regional events Annual meetings Get interviewed for publication Dedicated column in publication Member spotlights Awards Leadership Development: video series on leaders Develop a course taught by members Speakers Bureau – introduce members to exposure opportunities Newsletter – highlight new members, upcoming events, speaker opportunities Enable members to display a measure of their experience - provides context and builds trust

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5) Success Metrics/ROI

Unique Visitors New Member Registrations Page Views Retention/Attrition Member Loyalty Member Satisfaction Most Active Members Top Searches Message Posts Conversion Advertising Performance Influencer/Evangelism Identification Member Lifecycle First Time Contributors Content Rating Ratio: Unregistered to Registered Visitors Ratio: Page Views per Post Reputation Changes Ratio: Post per Thread Content Tagging

Comments per Blog Post Ratio: Searches Per Post Podcasts and Video (links, uploads) Member Blog Posts Size of Networks/Buddy Lists Sales Customer service tickets Cost savings for customer service Tech support tickets Cost savings for tech support Product feedback for R&D Product trial downloads Mentions on other sites Ratios of comments per post Forum posts answers Average response time Referrals to community Renewals and upsells Participation in online tools User complaints # of users leaving / deleting accounts Leads provided to partners

Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative… you don’t need a laundry list like below. Pick a few relevant ones.

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Wash, Rinse, Repeat

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Online Community Takeaways1. Trust and Respect

2. Moderation : critical to entice lurkers to participate3. Ecosystem: strive for balance (content, events, interaction, and

outreach)4. Profile: understand your groups, predict needs, and communicate

appropriately5. Create Atmosphere or Community Culture: provide forums for

group collaboration and small group interactions (chats, calls, member hosted events)

6. Plan: Goals, metrics, outcomes and monetization7. Organizational Buy-In: leverage corporate assets8. Share: communicate what you learn with the organization9. Variety: keep it interesting, fresh content on front page (news,

articles etc.)10. Heroes: pick heroes to benchmark your community against, not

necessarily in your industry

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Social Media Takeaways

Listen first Be respectful, human, considerate and

passionate What is in it for your customer? If nothing,

don’t bother. Community before commerce It is a cocktail party not a lecture Tolerate criticism Encourage personalities People congregate around relevance and

value

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Do you feel socially fatigued?Bring it back to the basicsListen | Learn | Launch

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1. LISTEN

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2. LEARN

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Thank you

Lauren DeLongwww.InnerCircleCommunities.com

Private | Trusted | Relevant207.752.7298

[email protected]