Online Communities: How to encourage involvement
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How to encourage involvement in online communities and galvanise like-minded individuals into action
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Online Communities: How to encourage involvement
- 1. Online communities: encouraging involvement Tiffany St James (On Twitter, Linked In, Slideshare, Facebook, Skype..) tiffany@stimulationltd.co.uk Source: xkcd.com
- 2. Community engagement benefits • Connecting with like-minded individuals • Peer to peer recommendations • Resourses, resourses, resources • Stimulating the debate of your most interest • Engaging with people in the their spaces • eCRM • Data collation • Product testing • Informing business, brand, product strategy • The financial worth of ‘Likes’
- 3. Community of interest Source: http://mygarden.rhs.org.uk/forums/ Source: Helpfultechnology.com
- 4. Community of action Source: http://fairtradetowns.ning.com/ Source: Helpfultechnology.com
- 6. Community of practice Source: Helpfultechnology.com
- 7. Community of circumstance Source: http://www.tripadvisor.com/ Source: Helpfultechnology.com
- 8. Types of online community Led by individuals Fan Community forums Hyperlocal blogs sites Big group forums Conversation Campaign Content oriented communities oriented Customer Magazine forums off-shoots Led by organisations Source: Helpfultechnology.com
- 9. Risks of online engagement • Stakeholders' unfamiliarity with format • Lack of buy-in from proprietors • Absence of standards, strategy, measures • IT limitations • Elasticity of time and place • Low levels of efficacy and trust
- 10. UM Social media Wave 5 http://bit.ly/g8JspN
- 11. So What?
- 12. Trust in communications has changed http://slidesha.re/ekbc0
- 13. Smart Mobs: Democracy in action? bit.ly/gKArcx gawker.com/5733816/ nyti.ms/e5P1Ul
- 14. What can we learn from BP?
- 15. The truth will out http://bit.ly/eERbxb
- 16. What can we learn from WikiLeaks?
- 17. Social For Good
- 18. The power of the individual bethkanter.org
- 19. Online to offline action: DoSomething.org
- 20. Big businesses are using it for good refresheverything.com
- 21. ..and connecting like minded-individuals nikerunning.nike.com
- 22. What does this mean for me?
- 23. Should you throw a party or join one?
- 25. Choosing which communities No of Posts Date of last post and Topics in the main thread Members List Structure and Contact details for Management the moderator Source: Helpfultechnology.com
- 26. Cost of ownership considerations • Hosting and maintenance • Usabilility: IA + interface design + code • User experience: useability+design+content • But what is the real cost of not engaging...
- 27. Set an objective Listening Buzz generation Audience insight, Stimulating discussion, understanding views encouraging sharing Co-production Discussion & Response Working with a community Driving take-up, to produce a resource asking for feedback Source: Helpfultechnology.com
- 28. Rule of participation inequality Wikipedia for example: 99.8, 0.2, 0.003 Rule: Jakob Nielsen Source: bit.ly/ggRqCW
- 29. Managing communities Creators: Maintain, promote, reward Reward interactivity Build in Status Commentators: Personally interact Ask questions Increase interactivity Co-creation Lurkers: Progressive disclosure Increase engagement Strangers: SEO Widgets and Virals
- 30. Develop a partnership strategy Source: Helpfultechnology.com
- 31. Continual optimisation Source: UK Government GCN/COI Interactive Services
- 32. Measures of success - KPIs Outputs How many visits, referrals, subscribers, loyalty, web analytics, bounce rates Outtakes Message and experience for user satisfaction, measuring change of attitude Outcomes Action - what do you want the user to do? Source: UK Govt COI Interactive services
- 33. Developing and exit strategy Exit Risks Actions Evaluate options • Suspicion • Timing • Monitor • Unpublish • Leadership • Transparent • All social • Cease • Reputation • Brief Press media • Remove • Resentment • Redirect • Response engagement • Direction strategy • Transparent logy.com • Hand back Source: UK Govt COI Interactive services
- 34. 5 things to watch out for 1 Build it and they will come 2 Too too strict 3 Conflict: Moderator and/or participants 4 Too complex 5 Neglect
- 35. Code of conduct • Be credible • Be consistent • Be transparent • Be relevant • Be an ambassador for your organisation
- 36. Are you ready? 1 Are you listening? 2 Do ALL employees understand the risks? 3 Rapid response? 4 Strategy in place? 5 Had crisis training? 6 Clear on the roles and responsibilities 7 Top down and bottom up strategies
- 37. Thank You! Tiffany St James tiffany@stimulationltd.co.uk Twitter:@tiffanystjames Slideshare.net/tiffanystjames