community management that works
TRANSCRIPT
Community Management that Works
Colleen Young @colleen_young
How to build an online community
“...if you can enable an environment in which people can share, they will and the benefits will entice others to join.”
~ Susannah Fox, Pew Internet & American Life Project
A group of people who share a strong common interest, form relationships and interact online.
What is an online community?
People may form a community around a common:
• interest • place• action • practice• circumstance
Types of communities
• Understand and establish your domain• Build a sense of community• Develop a strategy according to the community’s lifecycle stage
Wenger E. et al., 2002.Blanchard and Markus, 2004.Iriberri A. and Leroy G., 2008.
Ingredients to success
is the strong common interest that
inspires people to participate in and
contribute to the growth of the
community.
Domain
• Membership: a feeling of belonging
• Identity: goals of members match those of the membership as a whole.
• Influence: members feel they can influence and be influenced by the community
• Attachment: members share an emotional connection.
McMillan and Chavis, 1986Blanchard and Markus, 2004
Sense of community
Motivations change
People may join a community for one reason, but they contribute for another.
Iriberri A. and Leroy G., 2008. Millington R. FeverBee.com, 2013.
2. Establishment
3. Maturity
4. MitosisDeath
1. Inception
The community life cycle
• Focus on growth• Develop relationships with potential
members• Nurture an active core group• Foster tone and style
The community reaches critical mass when > 50% of growth and activity is generated by members.
Millington R. FeverBee.com.
Inception1.
Inception
“...this forum [is] like a big cozy blanket when I need someone to lean on ...”
• Focus on activity• Deepen sense of community• Broaden outreach• Create content for and about the
community
50 to 90% of growth and activity is generated by members.
Establishment
Millington R. FeverBee.com.
2. Establishment
• Focus on scaling the community• Maintain sense of community• Assess and optimize processes• Co-create content and develop collective
value
More than 90% of growth and activity is generated by members.
Millington R. FeverBee.com.
Maturity3.
Maturity
3.5 years 10,500+ participants 126,000 tweets 166 chats
Wednesdays at 1 pm ETLast Wednesday of the month at 9 pm ET
Health Care Social Media Canada
Design by @AlainaBCyr | Data collection by @Colleen_Young & @AlainaBCyr using symplur.com Data from Sept 2010 to Oct 2012 Complete infographic
Social network analysis of #hcsmca
Gruzd A, Haythornthwaite CEnabling Community Through Social Media J Med Internet Res 2013;15(10):e248URL: http://www.jmir.org/2013/10/e248/
• Focus on division and expansion• Monitor for subcommunity
developments• Consult community• Conceive and establish new community
Repeat life cycle process for each new community.
Millington R. FeverBee.com.
Mitosis4.
Mitosis
Sustainability: • Growth• Activity• Sense of community
In order to:• Grow• Improve• Report value
Measure for success
#hcsmca Wednesdays at 1 pm ETLast Wednesday of the month at 9 pm ET
Healthcare Hashtags www.symplur.com
Community Management That Works: How to Build and Sustain a Thriving Online Health Communityhttp://www.jmir.org/2013/6/e119/
Resources
www.theprincessmargaret.ca
@colleen_young@hcsmca@ELLICSR
www.colleenyoung.com
Questions