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building the open enterprise
Community Engagement Foundations
August 16th
, 2010 Charlotte North Carolina
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Building the
open enterprise
Social
Cloud
Mobile DATA
Analysis
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What do we mean by COMMUNITY?
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1) membership, 2) influence, 3) integrationand
fulfillmentofneeds,and 4) sharedemotional
connection.
McMillan, D.W., & Chavis, D.M. 1986. "Sense of community: A
definition and theory,"
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Types of Community
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COMMUNITY CASE STUDYThe ThinkFood Cookbook Project
2010
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Question:
Can a software company connect with
a community in a meaningful way?
Our client, Posit Science, wanted to increase awareness of the
topics of brain fitness and brain training amongst a broader
demographic of potential software purchasers.
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What categories relate in a meaningful way ?What categories relate in a meaningful way ?
Where can the company add value to the community?
Where are people like this online?Where are people like this online?
Categories or activities
Understand who you want to connect withUnderstand who you want to connect with
Age, gender, income, etc.
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What categories relate in a meaningful way ?What categories relate in a meaningful way ?
Food is an important component of brain health
Where are people like this online?Where are people like this online?
Fashion, health, food, entertainment
Who buys brain training software?Who buys brain training software?
Predominantly women 35-55 years old
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Strategy Co-Create a cookbook with a community that cares about
food food bloggers
Distribute the recipes in different ways to maximize
engagement
A Recipe of the Week e-newsletter gives one recipe into subscribers inboxs
each week
Printed copies of the book can be purchased through the Posit Science
website and given away through bloggers websites
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Problem define the problem you need to solve
Hypothesis develop a hypothesis for solving the problem
Action design a set of actions for testing the hypothesis
Metric determine which metrics will be used to evaluate
Experiment do it!
Research (P.H.A.M.E.)
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First we emailed our idea of a brain-healthy cookbook to a select group of
bloggers to validate the idea before our client invested time and money into
the project
We researched over 250 food blogs with a readership ranging from
1,000 - 100,000 readers
Research Criteria:
A food blogger who likes to prepare healthy dishes
A blog with a genuine readership
A blogger who updates their blog regularly
A blogger who is excited about the projectA blogger who could contribute a unique recipe
Has an interest in online communities like Twitter & Facebook
We invited 50 of the bloggers to contribute
Research (P.H.A.M.E.)
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Key learning
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Were reluctant to give away the fruits of our labor without some sort of compensation.
Surely, you do not work for free? -800 monthly readers
This sounds interesting and like something Id definitely want to be apart of-15,000 monthly readers
The higher the monthly readership, the more interested the bloggers were
The lower the monthly readership, the less interested the bloggers were
Thanks for contacting me. I like the idea of ThinkFood, fun! Send the the info for it, sounds very
interesting! -22,000 monthly readers
You want us to provide you with free content in exchange for exposure? Do *you* work for free?
No thanks. -Readership not available (blog too small)
Thank you for your invitation to participate. I reviewed the information and unfortunately, I can't
participate. It's not for a lack of interest but rather a lack of time. Aargh! -30,000 monthly readers
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Engagement 50 top food bloggers created recipes for our cookbook developing these
recipes from a selected list of brain healthy ingredients
Bloggers wrote about their involvement with the cookbook, thereby
promoting our cookbook and ultimately our client
We included the food bloggers in the various press materials and press
opportunities
We used tools like Facebook and Twitter to cross promote the project with
the bloggers, foodies, families, and other online communities
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Recipe of theWeek
e-newsletter
Personalized recipe tip
Featured name, bio, and links to their blog and various social
pages like Twitter and Facebook
Each week one recipe would be distributed
to the Posit Science subscribers
The featured recipe would have links to the
bloggers Twitter handle, Facebook page, and
blog
Unique Recipe
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Results Over 3,500 people signed up for the Recipe of theWeek e-newsletter on
the first day
Over 10,000 unique visitors came to their website the first day
Multiple pre-orders for the book (Officially available this month)
Tremendous support from the contributing bloggers who wrote about
their involvement with the project and included links for their readers to
sign up for the Recipe of the Week program
Ongoing involvement over the 50 weeks the bloggers again get attention
and write about their involvement
An unconnected food blogger has decided to prepare, test, and talk about
each recipe for the next 50 weeks!
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This worked because The company connected with a community in a genuine way
Created something of value for the community
Involved the community in defining how it would work and what thecontent would be
Trusted that the community would participate in a professional and
positive way
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Client Coaching Draft emails for the client to maintain the flow of communication with the
bloggers throughout the project
Subscribe to the contributing blogs
Educate them on a no pressure approach for blogger coverage
Engage with the contributing bloggers on a personal and professional level
Read their blog
Comment on their blog
Follow them on Twitter and Facebook
Follow Friday (#FF) them on Twitter
Congratulate them on professional milestones
Draft various tweets for ThinkFood
Delicious Banana Oatmeal Chocolate Chip Cookies from @carrotsncake -
http://bit.ly/ThinkFood
ThinkFood: 50 weeks of healthy & delicious recipes for FREEhttp://bit.ly/ThinkFood
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Other examples
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Movie Fans Television Fans Book Fans
Blair Underwood
Actor, Author, andActivist
Causes
Facebook: 15,484 fans Twitter: 16,885 fans
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@tshelton
http://open-first.com
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