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Building A Successful Online Community

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Content Preview
  1. Building Successful Online Communities Ian Farmer : Social Media Practice Manager 1
  2. What is a Community? This isn’t 2
  3. What is a Community? This is 3
  4. 10 steps to a successful online community 1. Define the community purpose 2. Audit current needs fulfilment 3. Know your audience 4. Provide Membership benefits 5. Use the right Tools & Software 6. Seed with great content 7. Marketing of the community 8. Define Rules, Roles & Profiles 9. Measure and monitor 10. Manage the Rise and Divide of niche 4
  5. 1. Define the community purpose Community: A group of people brought together by a common cause or objective 5
  6. Purpose example http://www.wecansolveit.org 6
  7. 2. Audit current needs fulfillment 7
  8. Community Needs 8
  9. 3. Know your audience Who are your Stakeholders? What are their specific needs? 9
  10. Example needs - Support 10
  11. Example Needs - Mobility
  12. 4. Provide Membership benefits WIIFM 12
  13. Free hosting, contests, fame! 13
  14. Naturopath help line, book, duffle bag http://www.blackmores.com.au 14
  15. First, Free, Share & Shape http://www.vibevillage.com 15
  16. Make membership obvious and easy 16
  17. 5. Use the right Tools and Software Community creation tools Web 2.0 2008 1990 1980 2000 17
  18. Replicating “real life” Community conversations 18
  19. Tools : Profiles 19
  20. Tools : Blogs 20
  21. Tools : Forums http://www.blackmores.com.au/Pregnancy/Discussion/Default.aspx?PageId=233 21
  22. Tools: Maps http://www.bikely.com/listpaths/srchkey/sydney/country/14/region/4 22
  23. Tools : Rate / Review http://www.yelp.com 23
  24. Tools: Bookmarks 24
  25. Tools: RSS feeds 25
  26. Tools: Wikis http://pbwiki.com http://www.wetpaint.com 26
  27. Tools : Social networks http://www.ning.com http://www.techcrunch.com/2007/07/24/9-ways-to-build-your-own-social-network/ 27
  28. Tools versus Needs Giving and Expressing Status & Affiliation and Sense of Getting Identity Self-esteem Belonging community Help ? ? ? Blogs Content sharing, ? videos (you tube) tagging Self forming ? ? groups (Yahoo, Google) Profile pages ? ? ? (Myspace, Facebook, Linked In) Rating / Reviews ? ? (Trip Advisor, Yelp) Question & ? ? Answer / Forums (Yahoo answers) Purpose driven ? ? ? ? ? social network / community 28
  29. 6. Seed with great content “and get a few passionate needs stakeholders into the mix early” 29
  30. Seeding examples Content People 30
  31. Seeding examples Knowledge Experts Discussion 31
  32. 7. Marketing of the community 32
  33. Emails, competitions 33
  34. Twitter http://www.twitter.com/ifarmer 34
  35. Syndicate content 35
  36. Extending Reach 36
  37. Video Miro.com Veoh.com Joost.com Magnify.net 37
  38. Word of mouth 38
  39. Word of mouth example 39
  40. 8. Define Rules, Roles and Profiles Design for a range of ROLES Develop a strong LEADERSHIP program Encourage appropriate ETIQUETTE 40
  41. Secondlife – Help Island 41
  42. IBM’s “BlueIQ” Ambassadors Program Clinics Lunch & Learn Jumpstart Engagements 42
  43. 9. Measure and Monitor with metrics • Link to purpose / needs • E.g. # articles written, by who • # articles consumed, reviewed, rated, etc 43
  44. Example Metrics - Language lessons 44
  45. Use Metrics to refine purpose 45
  46. 10. Rise and Divide of Niche 46
  47. Example – Rise and Divide of Niche • Music • Birth of new Genre • Learn to play piano – Jazz pianist • Food • Recipes – Chilli club 47
  48. Example – Rise and Divide of Niche • Healthy Living • Fitness – Running Festival 48
  49. 10 steps to a successful online community 1. Define the community purpose 2. Audit current needs fulfilment 3. Know your audience 4. Provide Membership benefits 5. Use the right Tools & Software 6. Seed with great content 7. Marketing of the community 8. Define Rules, Roles & Profiles 9. Measure and monitor 10. Manage the Rise and Divide of niche 49
  50. Thankyou Ian Farmer Ian.farmer@bullseye.com.au Senior Brand Strategist 0417 460 518 http://frontiering.com.au/blog http://blog.bullseye.com.au http://www.twitter.com/ifarmer 50

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