Creating a social media strategy for a tourism business
Block 2: Social Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Creating a social media strategy for a tourism business | Block 2: Social Tourism
1. Creating a social media strategy
for a tourism business
Block 2: Social Tourism
International Master in Hospitality and
Tourism Management
January 9th, 2013
Francisco Hernández
fran.me
This document has been produced by 11 Goals & Associates. It is not complete unless supported by
the underlying detailed analyses and oral presentation.
2. About me SHAMELESS
SELF-PROMOTION
Education: Universidad Politécnica de Madrid, UNED,
London Business School, University of Chicago – Fundaciò
“laCaixa” & Fundación Rafael del Pino scholarships.
Firms worked for full-time: Abengoa, McKinsey&Co, ABN
AMRO, Real Madrid C.F.
Entrepreneurship: Crisalia
Social Media & Internet consulting: 11goals.com
Lectures & Speaker in 3 continents: The Wall Street Journal, Universidad Politécnica
de Madrid, London Business School, Cornell University, Politecnico di Milano, CEIBS
(Shanghai), Kungliga Tekniska högskolan, The Business Factory, Asociación J.W.
Fulbright Spain, ESCP Europe, UIMP, and several private companies.
Full profile: linkedin.com/in/franciscohm
3. Seminar’s agenda
Block 1: Basics of online marketing (day 1)
Block 2: Social tourism (days 2 & 3)
Block 3: E-Commerce in tourism (day 3)
Block 4: Case presentations (day 4) How do I make
money in Internet?
(Block 3)
How can I market
my business in
Internet?
(Blocks 1 and 2)
4. Summary of block 1 REMINDER
Online advertising
Affiliate programs
Referral marketing
Email marketing
SEO
Content marketing
Online public relations
Social marketing
Fake marketing
Block 1 presentation
5. Quote of the block
“A child of five would understand this.
Send someone to fetch a child of five.”
Groucho Marx
6. Agenda
Tourism is social by nature
Web 2.0
Social media advertising
Community Marketing
Building an effective online community
9. Knowing how people live in touristic destinations
• 9 out of 10 Egyptians and Tunisians asked
in a poll said they used Facebook to
organize protests and spread awareness
14. Preparing my trip to Venice
1/5: I first met Alejandro at a dinner and we connect as
friends in Facebook.
After dinner, I complitely forgot he lived in Venice. So many things in my
head, why should I? Life goes on…
15. Preparing my trip to Venice
2/5: Few weeks later I had to prepare a trip to Venice and I
search in the Internet. I “Like” some pages about bridges in
Venice.
Of course Alejandro was not top pf my mind. I did not remember
he lived in venice!
16. Preparing my trip to Venice
3/5: Facebook’s algorithm detects my interest in “Venice”
and next day Alejandro is showen in my wall.
17. Preparing my trip to Venice
4/5: Snooping in his wall I discover he talks about “Casa
de Uscoli”.
18. Preparing my trip to Venice
5/5: I looked up Casa de Uscoli in TripAdvisor. My
TripAdvisor account is linked to my Facebook account.
96 reviews but only one matters to me, Jesus’…
http://www.tripadvisor.es/Hotel_Review-g187870-d318151-Reviews-Casa_de_Uscoli-Venice_Veneto.html
19. How do we play?
Offline, Social
5.7 mill.
daily users
“Transactionalization”
Online, Social
Online, Non-Social
“Re-Socialization”
Source: App Data
20. ILLUSTRATIVE EXAMPLES
The path to social+online
Non Social Social
¿?
SOCIAL
TECHNOLOGIES
Online (Social relevance
/ real identities)
&
¿? INNOVATION
Each segment
has its own
INFORMATION TECHNOLOGIES way and pace
to be online
TV and social
Gaming
Offline Travelling
Electronics
Supermarket
Shopping
Shopping
Source: 11 Goals & Associates
21. Inertia in the application of new technologies
Radio as newspaper… TV as radio…
It always takes time
to adapt to new
technologies
Web 1.0 as newspaper… Web 2.0 as Web 1.0…
We expect years
developing
applications of
current and future
social technologies
Source: 11 Goals & Associates
22. Agenda
Tourism is social by nature
Web 2.0
Social media advertising
Community Marketing
Building an effective online community
23. Definition of web 2.0
“Web 2.0 is the network as platform, spanning all
connected devices; Web 2.0 applications are those
that make the most of the intrinsic advantages of
that platform: delivering software as a continually-
updated service that gets better the more people
use it, consuming and remixing data from multiple
sources, including individual users, while providing
their own data and services in a form that allows
remixing by others, creating network effects
through an "architecture of participation," and
going beyond the page metaphor of Web 1.0 to
deliver rich user experiences.”
Tim O’Reilly (October 2005)
Source: O’Reilly Radar: http://radar.oreilly.com/2005/10/web-20-compact-definition.html
24. Evolution towards web 2.0
“Social”
“Catalog” “Search”
“Web 2.0”
(www) (Google)
(Facebook)
25. Social media is a reality, a sound reality
In October 2011 (latest comScore’s global report), there were 1,200
million people on social networks, a 82.4% of World’s online
population.
In Europe, 28% of navigation time happens on social networks (~7
hours/month).
98% of Spaniards interact with Social Networks.
Digital natives (<25 year-old) spend on SNS 8 times what they spend
on email.
Largest IPO in history (Facebook, 2012). Facebook’s market cap (USD
63.8 b) is larger than Ford’s (USD 51.2 b), BBVA’s (USD 53.2 b),
Telefonica’s (USD 62.6 b), etc. [Jan 7th, 2013]
Source: comScore, Bloomberg
26. Our growing circle of trust
From “Me” to “Social”
…
Me Mom Dad Enrique
…
Miguel Carmen Esther
…
…
Arturo Gonza Miguel
• One of our most valuable assets is the trustworthiness system we are
continuously building up during our lives. It helps us to take decisions
• Social media phenomenon succeeded because of this translated into online
Source: 11 Goals & Associates
27. How do we use our circle of trust?
Extract value
We rely on people we know to: from the circle
• Get informed.
• Make decisions.
Yo Mamá Papá Enrique
We use our experiences to: Miguel Tomás Esther
• Increase our Goodwill
•
Arturo Rafael
Identify ourselves. Miquel Julio …
• Self-express ourselves.
• Self-realise
• Socialize around an excuse
Nourish and
for conversation
extend the circle
26
28. What’s a social networking service?
SNS: “online service, platform, or site that focuses on building and
reflecting of social networks or social relations among people, who,
for example, share interests and/or activities” (Wikipedia)
~85% of
online
population
use SNS
There are discrepancies about
which services are really a
SNS and which ones are not
Source: http://en.wikipedia.org/wiki/Social_networking_service
30. The first online social network…
Social networking service:
“online service, platform, or
site that focuses on building
and reflecting of social
networks or social relations
among people, who, for
example, share interests
and/or activities” (Wikipedia)
Photo: http://www.flickr.com/photos/ajc1/3367295141/
31. World map of Social Networks
June 2009
Source: vincos.it
32. World map of Social Networks
June 2012
The World Facebookised (1000 mill. Active users)
Source: vincos.it
33. Facebook
#1 international social networking website
Friends networking +
Brand communities
>1,000 mill. active users
Grew concentrically: Ivy
league universities ->
universities -> high
schools -> open
Open Graph
Facebook connect + API
Social gaming
Great content
segmentation tools
Social advertising
Moving fast towards
Mobile
34. OCTOBER ‘12
International Facebook presence
XX,X XX% X,X% Users (mill.) | Penetration (%) | 3-month growth (%)
EEUU 167,6 54% 7,6%
Brasil 60,7 30% 13,1%
India 60,5 5% 17,8%
Indonesia 50,5 21% 14,9%
México 39,4 35% 8,4%
Reino Unido 33,2 53% 9,2%
Turquía 31,4 40% 2,2%
Filipinas 29,9 30% 4,3%
Francia 25,3 39% 4,7%
Alemania 25,0 30% 4,9%
Italia 22,8 39% 5,1%
Argentina 20,4 49% 5,2%
Canadá 18,6 55% 7,7%
Tailandia 17,5 26% 11,7%
Colombia 17,5 39% 2,9%
España 17,3 37% 8,3%
Japón 16,4 13% 61,0%
Malasia 13,2 50% 5,8%
Taiwan 13,1 57% 5,2%
Australia 11,7 55% 6,7%
Source: Social Backers, Facebook Inc, INE
35. Motivations for sharing
To bring valuable
and entertaining
content to others
To get the word
To define ourselves
out about causes
or brands 5 key motives to others
for sharing
To grow and nourish
Self-fulfillment
our relationships
Source: “The Psycology of Sharing: Why do people share online?”, The New York Times’s Customer Insight Group
36. Most popular Facebook pages
January 2013 # fans # fans
Source: Page Data http://pagedata.appdata.com/pages/leaderboard
37. Most popular Facebook apps
January 2013
Source: App Data http://www.appdata.com/leaderboard/apps
38. Tencent - QZone
China’s largest social networking service(s)
~600 mill. users
Part of Tencent Holdings, a
diversified Chinese Internet
company which became
popular thanks to QQ
messenger.
Unlike Microsoft, Tencent
was able to turn a messenger
tool into a successful, real
social networking website.
Tencent is the third (after
Google and Amazon) largest
Internet company in the
World by Market
capitalization (USD 42 bill.)
Revenues (2011): ~3 bill. /yr
(less than 15% from
advertising)
39. Twitter
#1 Microblogging site
It is more a
microblogging tool
rather than a social
networking site.
>500 mill. users
Works better for 1-to-
many communication
40. Real activity in SNS. Facebook rules.
Facebook world’s
time share:
•75% (SNS)
•14% (Internet)
Source: comScore
41. Google Plus
Latest SNS by the Google factory
>500 mill. Users (but
moderate usage per user)
Great usability and systems.
Great Circles and Hangouts
features.
Deeply integrated with other
Google services
However: there is already a
predominant social
networking site and it is hard
for people to spend time in
changing to another social
networking site. People tend
to use one service, and is
reluctant to change unless
there is a huge difference
between services, which is
not the case.
42. Sina Weibo
#1 social microblogging website in China
Launched in 2009
>370 mill. Users
Huge engagement, 30th
website in the World by
traffic (Alexa)
Celebrity accounts
43. Mixi
#1 social networking website in Japan
~25 mill. Users
30% from mobile
Revenues: mostly
advertisement
44. Gree
The most profitable social company in Japan
Yoshikazu Tanaka
Founded in 2004 by Yoshikazu Tanaka
Gaming Social Networking website, and
specially mobile.
98% users from mobile.
Most of revenue coming from virtual
goods.
45. CyWorld
#1 Social Networking website in South Korea
~20 mill. Users.
Owned by SK main telecom company.
Pioneers in virtual currency: Dotori.
~80% revenues from virtual goods.
Failed to enter in the US and Europe.
46. What is a social graph?
Social graph: “the
global mapping of
everybody and how
they're related”
(Wikipedia)
Sociograms: “graphic
representation
of social links that a
person has” (Wikipedia)
Source: http://en.wikipedia.org/wiki/Social_graph , http://en.wikipedia.org/wiki/Sociogram
48. Sociogram by Networks (Top 250 friends)
Another Facebook example
Source: Touch Graph
49. Facebook API, Open graph
• Facebook offers the ability
to access to the user’s
social graph if she gave
access to us.
• Brands should understand
the graph’s possibilities
and should work out ways
to build social way of
promoting their brands.
• Examples:
• Spotify
• Netflix
• NYT
Source: https://developers.facebook.com/docs/opengraph/
50. …and the first social graph
Social graph: “the
global mapping of
everybody and how
they're related”
(Wikipedia)
51. Web 2.0 is not only SNS: Social Media Ecosystem
Nobody owns the
Source: Luma Partners
ecosystem
52. 5 attitudes regarding the social media ecosystem
Ignore Complement
[Hi-Tech]
[Content]
Combat Copy
Minimum presence
(most brands)
Pasive Reactive Proactive
Source: 11 Goals & Associates
53. In Social Media, the medium is the people
Audience
• Message
• Image Real
• Video impact
• Emotion
• Poll
• …
Social Ecosystem
Community Marketing/Management:
Audience knowledge:
•Experience
•Analytics (Tests)
Social Ecosystem knowledge
54. A powerful presence in SNS helps Obama to…
Movilize Strike
Know
Inform Defend
…without intermediaries, faster, and to a broader audience
55. Agenda
Tourism is social by nature
Web 2.0
Social media advertising
Community Marketing
Building an effective online community
57. EXAMPLE
Create a Facebook Ad: Segmenting
o Facebook allows to find your
target group based on
demographics and interest.
o Example: 1,860 women liking Real
Madrid C.F, engaged, living less
than 50 miles from Madrid and
speaking Spanish.
58. EXAMPLE
Create a Facebook Ad: Ad auction
o Similar auction system like
Google’s, but one can choose CPM
or CPC (in our notation PPI or PPC)
59. Contextual Vs Social Advertising
Focus on “Keywords”. Focus on “Target Segment”.
Unknown user. Known user: We know who he is and what he likes.
Active user: He know what he wants because he is Passive user.
searching for it or mentioning it in his emails.
“one time” user. “continuously contacted/relationship” user.
PPI PPI/PPC
RECOMMENDED FOR: RECOMEMNED FOR:
•“Direct response” from customers who have •“Direct response” from customers who have NOT
explicitly expressed a need (“Close the sale, explicitly expressed a need (“Activate a subjacent
message in the right moment, at the right time.”). need.”).
•“First contact” with potential customers of slow-
selling products (“Establish a productive
So far Google Ads have proven relationship.”).
to be more profitable. Facebook •“Brand image” campaigns.
platform still fine-tuning.
60. Agenda
Tourism is social by nature
Web 2.0
Social media advertising
Community Marketing
Building an effective online community
61. World’s best brands according to Interbrand
Source: “Best Global Brands 2012”, Interbrand
63. Customers trust each other, not the brand!
76% of American consumers believe companies don’t tell the truth in
advertising -Yankelovich (2005)
60% have a much more negative opinion of marketing & advertising than a few
years ago - Yankelovich (2004)
78% say consumer recommendations are the most credible form of advertising
- Nielsen (2007)
83% say online evaluations and reviews influence their purchasing decisions -
Opinion Research Corporation (2008)
84% trust user reviews more than critics’ reviews - MarketingSherpa (2007)
Trust in “person like me” tripled to 68% from 2004-2006 – biggest influencer to
consumers - Edelman Trust Barometer (2006, 2007)
Source: Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews, by Molecular Inc.
64. What form of advertising do consumers trust?
Recommendations from people I know 92%
Consumer opinions posted online 70%
Editorial content such as newspaper articles 58%
Branded Websites 58%
Emails I signed up for 50% 28.000 Internet users in
Ads on TV 47% 56 countries
Brand sponsorships 47%
Ads in magazines 47%
Billboards and other outdoor advertising 47%
Ads in newspapers 46%
“Recommendations from
Ads on radio 42%
people I know” is, by far,
Ads before movies 41% the most trusted form of
TV program product placements 40% marketing
Ads served in search engine results 40%
Online video ads 36%
However, “Ads on social
Ads on social networks 36%
networks” not really
Online banner ads 33% trusted
Display ads on mobile devices 33%
Text ads on mobile phones 29%
Source: Nielsen, Global Trust in advertising and Brand Messages, Abril 2012
65. “Marketing is dead”
Harvard Business Review – 9 Aug 2012
Traditional marketing — including advertising, public relations, branding and
corporate communications — is dead. Many people in traditional marketing roles
and organizations may not realize they're operating within a dead paradigm. But
they are. The evidence is clear.
Buyers are checking out product and service information in their own way, often
through the Internet, and often from sources outside the firm such as word-of-
mouth or customer reviews.
Actually, we already know in great detail what the new model of marketing will look
like. It's already in place in a number of organizations. Here are its critical pieces:
Restore community marketing
Find your customer influencers
Help them build social capital
Get your customer advocates involved in the solution you provide.
Most read article in Aug 2012
Source: http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html
69. Web 2.0 and Community Marketing in football
0FFLINE WEB 1.0 WEB 2.0
(CIRCULATION) (DAILY REACH %) (FANS/FOLLOWERS)
Marca: 244.456 /day Facebook/Twitter (mill.)
Diario As: 198.758/day Marca: 0,65/0,91
Real Madrid: ~0 Diario As: 0,28/0,41
Real Madrid: 31,8/6,8
MD: 95.907 /day Facebook/Twitter (mill.)
Sport: 91.753/day MD: 0,18/0,64
FC Barcelona: ~0 Sport: 0,23/0,22
FC Barcelona: 35,3/12,4
Web 2.0 allow football clubs –better than ever before- to be in touch directly with their fanbase
Source: OJD (2011), Alexa.com, Facebook Inc. Twitter Inc.
70. The value of Community Marketing
Real Madrid: estimated equivalent
advertising value of its Facebook
page: EUR 30 mill./month (Apr 2011)
Source: IAB Spain, Ontwice, http://www.slideshare.net/IAB_Spain/liga-de-ftbol-profesional-en-redes-sociales
71. Agenda
Tourism is social by nature
Web 2.0
Social media advertising
Community Marketing
Building an effective online community
72. Do we need a [great] brand to create a [great] online
community?
Online community
Failure Success
Strong
Brand
Weak or
non-existent
No
Common interest
Source: 11 Goals & Associates
73. Do we need brand’s leadership to create a great
online community?
Facebook fans ranking Facebook engagement ranking
27 Nov 2011 14 Nov 2011
No
Motivated leaders
Source: PageData.com y AllFacebook.com
74. From a person to the online community
People Community Online community
Common
interest Online
• An online community is a group of people that interact and communicate online around a topic of interest.
Internet allows those interactions to be real-time, effective, and free (as in free speech).
• Due to members being scattered around the world, most of those communities would not be possible if online
means did not exist. Many of those communities go directly to being an online community without being
previously an offline community.
• More and more communities are shifting online, with or without the brand’s leadership.
75. The most important learning about managing [online]
communities
“Robust communities are built not on
brand reputation but on a deep
understanding of members’ lives.”
Source: “Getting Brand Communities Right”, Harvard Business Review, April 2009.
76. ILLUSTRATIVE EXAMPLES
Community segmentation
Soccer Club Country’s tourism board
@1
Former Potential
visitors visitors
Team Supporters
Other gov
entities
Country Tourist
Employees industry
@2 citizens
Football fans
General public
Interests?
Motivations?
Roles?
Source: 11 Goals & Associates
77. Interests and role of each subgrup within the community
Subgroup Interests Rol
1 … …
…
2 … …
…
3 … …
…
… … …
…
Key question: Does it
make sense as a system?
How can the brand close
any gap in the system?
Source: 11 Goals & Associates
78. EXAMPLE
Community member roles
• Core participants • Needlers
• Readers/Lurkers • Newbies or NewBees
• Dominators • PollyAnnas
• Linkers, weavers and • Spammers
pollinators • "Black and White" Folks
• Flamers • "Shades of Grey" Folks
• Actors and Characters • Untouchable Elders
• Energy Creatures
• Defenders
Full description: http://www.fullcirc.com/community/memberroles.htm
Figure out your
community roles
79. Women rule on Social Networks
Subtitle
Some studies indicate that
women are able to socialize
better in social networks like
Facebook. Women are able to
maintain more relationships
online, interact more, and when
they share a content, it is on
average more popular than if the
content was shared by a man.
Source: comScore, Inside Facebook
80. Three forms of Community Affiliation
“Pools” “Web” “Hub”
• People have strong • People have strong one- • People have strong
associations with a to-one relationships connections to a
shared activity or goal, with others who have central figure and
Description or shared values, and similar or weaker associations
loose associations with complementary needs. with one another.
one another.
• Apple enthusiasts. • Cancer patients and • Oprah Winfrey.
Examples • Political party relatives. • Hannah Montana.
members. • Apple enthusiasts (too) • Apple enthusiasts (too)
RRSS
Most frequent type Preferred by brands
Source: “Getting Brand Communities Right”, Harvard Business Review, Abril 2009, 11 Goals & Associates
81. Building up an coherent social media community
ANALYTICS (SOCIAL BALANCED SCORECARD)
STRATEGY ORGANIZATION SERVICES MARKETING
ONLINE & SOCIAL MEDIA INTERNAL & EXTERNAL FOR COMMUNITY MANAGEMENT SOCIAL & GENERAL
COMMUNITY ENGINEERING SOCIAL MKT
• The “community engineering” stages are key to build a truly brand community on social
networks and to achieve a high level of social capital.
• Without a good community engineering (and social capital) campaigns simply do not work.
• Currently most brands think of social media as another ad place, and get easily disappointed
because they did not work enough the community before beginning to extract value from it.
Source: 11 Goals & Associates
82. How is Social Media organized in your company?
Source: Altimeter Group
83. Myths and realities about managing communities SUMMARY
Myth Reality
1. A brand community is a marketing 1. A brand community is a business
Strategy. strategy.
2. A brand community exists to serve 2. A brand community exists to serve
the business. the people in it.
3. Build the brand, and the 3. Engineer the community, and the
community will follow brand will be strong.
4. Brand communities should be 4. Smart companies embrace the
lovefests for faithful brand conflicts that make communities
advocates. thrive.
5. Opinion leaders build strong 5. Communities are strongest when
communities. everyone plays a role.
6. Online social networks are the key 6. Online networks are just one tool,
to a community strategy. not a community strategy.
7. Successful brand communities are 7. Of and by the people, communities
tightly managed and controlled. defy managerial control.
Source: “Getting Brand Communities Right”, Harvard Business Review, April 2009.
84. Priorities when developing the community
LONG TERM
• ….
• ….
MEDIUM TERM
• ….
• ….
• ….
SHORT TERM
• ….
• ….
• …..
• ….
More Revenues + keep
More Fans Engagement fans and
engagement
Source: 11 Goals & Associates
85. Today’s main takeaways
Page 1 of 3
¶ Tourism is a social activity by nature. Social media just changed the way that is
expressed.
¶ Online Social Tourism sometimes happens through highly complex processes that involve
several tech services.
¶ Internet de-socialized some human activities. But now Social Technologies are re-
socializing them. It is a general trend observed in many human activities.
¶ When a new technology is introduced, it always takes years to discover models and
formats to extract value from it. Innovation is frequently slow, and so it is the adoption
of Social Technologies by companies.
¶ Web 2.0 is all about people participating in projects, contents, etc.
¶ Web 2.0 is a sound reality. No doubt about that. Hope you are not still thinking whether
it makes sense or not!
¶ The huge importance of social media is due to the fact that SNS were able to translate
online (and make it more efficient and powerful) one of the World’s most important
human activities: socializing; managing and using our circle of trust.
¶ Facebook is Worldwide leader in usage and technology. The World is still leaning towards
Facebook in many countries where it is not yet the leading SNS. Only China and Russia
seem to stay away from Facebook’s rule, the second one due to its blocking.
86. Today’s main takeaways
Page 2 of 3
¶ Web 2.0 is not only Social Networking websites. There are other categories like social
blogging, microblogging, video, gaming, etc.
¶ In our opinion, the existence of an Social Graph that resembles a person’s real social life is
what distinguishes an actual SNS from a Social Medium.
¶ There are also a ton of complementary services to SNS and other Web 2.0 tools. We call it
the “Social Media Ecosystem”.
¶ It is interesting to observe and understand the 5 attitudes companies generally adopt
regarding the Social Media Ecosystem. The best attitude is “to Complement it”, but few
companies are mature enough to understand that. However bad experiences are helping
a lot to let them understand.
¶ In Social Media, the medium is the people. Interesting little fact to have top of our
minds…
¶ Social media advertising is intrinsically different from other type of ads like contextual
advertising. They complement each other rather than compete. They should be used for
different goals.
¶ People trust in people more than in brands. In the last years even more due to the never-
ending roll of corporate scandals and the crisis.
87. Today’s main takeaways
Page 3 of 3
¶ Some Marketers (even “traditional” ones) believe that “Marketing is dead”, at least in
its current form. They believe brands should turn their eyes into the “Community
Marketing”
¶ “Community Marketing” is actually the oldest form of marketing. However brands had
to leave it because of scale.
¶ Social technologies have proven useful for brands with the mission of applying
“Community Marketing” while keeping their size. E.g.: Football clubs.
¶ Building an effective online brand community is an important business tool for many
companies. However it is a very difficult one to achieve because it is a long term goal
and the final impact in the P&L account is not easily measured.
¶ It is a frequent mistake to believe that having a good brand makes it easier to have a
good online community.
¶ In order to build your own successful online community it is important to understand
in depth your underlying community: how your members affiliate, what are their key
roles within the community, how do they benefit from being a member, etc.
¶ Online communities take time: first hire fans, then engage them (almost immediately
after hiring them), and finally try to monetize them in the least possible frictional way.
88. Thanks
Francisco Hernández
francisco_hernandez@11goals.com
www.11goals.com