creating value with communities
DESCRIPTION
How does The Huffington Post create value with community? During Community Conference in Denmark, Tim McDonald gave a keynote presentation covering 3 components of how they look at community through the stories of two of their community members.TRANSCRIPT
Creating Value With Communities
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What isCommunity?
We’ve been asking the wrong question. It should be…
Who isCommunity?
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A
CROWDIs
NOT a Community
It’s people who come and go
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Community:
People who are passionate about you and emotionally attached to
your brand
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When your community is exclusiveEveryone on this side is excited
to be in
And everyone on this side,wants to get IN
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@MurphTheSurf350
Meet Murph Member of our community who:
• Provides feedback• Gives insights on new features• Offers assistance to other community
members
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Murph is a pundit.
Pundits can:• Use hyperlinnks• Format text• Have their comments
featured at top
Pundits earn this privilege by being responsible and helpful community members.
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WIIFT?
What’s in it forTHEM?
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STOPBeing a bulldozer
The world doesn’t care what you say about your brand.
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STARTBecoming the magnet
Attract people to you and get them to stick around.
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@YourTash
Meet Tash Member of our community who:
• Promotes our segments• Watches and comments• Introduces new community members
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And when she introduces new community members…
She keeps introducing new community members!
Most importantly, these community members do exactly what Tash does: promote, introduce and participate
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Tash sent us feedback
A personal response, to let her know I read her feedback, lead to all the connections and support.
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Experiment
Always be experimentingStart small by:
• Testing with little or no budget
• Testing with no add’l resources
• Getting buy-in from at least one other stake-holder
• Measuring results
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• Long term growth
• Scalable Community
WIIFY?What’s in it for you?
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• Innovation
• Loyalty
WIIFY?What’s in it for you?
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• Community is not the crowd (make it exclusive)
• Be the magnet, Not the bulldozer
• Experiment (always)
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Creating Value With Communities
Contact: Tim [email protected]
Google.com/+timmcdonald1
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