Building Better Web Communities

Building Better Web Communities Can organizations build web communities with predictable success? David Terrar – D²C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Agenda - Discussion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking

What is a web community? ,[object Object]

What motivates people to participate? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"Culture is a mealy-mouthed way of talking about power.“ - Euan Semple

Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

What is ICAEW doing with ion? ,[object Object],[object Object],[object Object]

Some other examples SocialMediaToday.com

What experiences have you got with blog, wiki and social media tools? Discuss…..

How well did it work? You tell me…

Summary - building a community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How do you get good quality content? What do you think?…..

How do you encourage conversations? So…….

Summary – content and community management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What do you measure? Google analytics, or focus on what?....

How do you know if it's been a success? What’s good?....

Summary – Success factors for community sites ,[object Object],[object Object],[object Object],[object Object]

Life cycle of a successful community

Can we build communities with predictable success? ,[object Object],[object Object],[object Object]

Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures

Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important

Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key take away from Enterprise 2.0 Conference 2008 Boston

Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT blog: http://biztwozero.com

Building Better Web Communities

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Building Better Web Communities