developing & engaging online communities[1]
DESCRIPTION
Blogs, social networks, podcasts, on-demand video, mobile and the next technology yet to be invented continue to redefine the rules of engagement on the social web. Just as we adapt to one new technology we are left wondering if there is a new and better method for developing and engaging an online community.TRANSCRIPT
Organizations
Communities
Social Networks
Organize around a unique mission, interest or need to harness the passionof individuals to serve your organization, community or social network in a way that is most meaningful to them.
Stop Chasing Buzz Words,Create Communication Strategies
Stop Marketing,Develop Relationships
Give First,Then Receive
Be Genuine
Start Small
If You Think It’s Cool,That’s a Red Flag
Keys to Community Development
Focus
Listen
Engage
Commit
Who Are You?
1. What is the unique need you are serving?2. How is your offering or approach unique?3. Who are you trying to reach?4. What are your 3 primary strengths?5. What are your 3 primary weaknesses?
80/20 Rule for Managing Resources
80% Output v. 20% Input
20% Output v. 80% Input
Your Primary Goal
Fueling and Directing Your Community’s Passion
Turning Your WebsiteInto a Community
1. Be a Resource2. Focus on Members/Supporters3. Change Homepage Regularly4. Solicit Feedback5. Tools for Sharing
downtownwineandspirits.com
rtnda.org
artsandbusinesscouncil.org
localbroadcastsales.com
tools for sharing
Choosing DigitalCommunication Tools
1. Marketing Goals2. Financial Resources3. Time Management4. Viral Impact5. Communication Behavior6. Technology Comfort Level
Marketing Goals
1. Sales Conversion2. Lead Generation3. Engagement
Financial Resources
1. Return on Investment2. Free
Time Management
1. Workflow Assessment 2. “Unknowingly” Creating Content3. Learning Curve
utterli.com
Leave a Voice Mail for Your Community
flickr.com
Take a Photo with Your Cell Phone and Post to Flickr
twitter.com
Tweet During Events From Your Cell Phone
Viral Impact
1. Genuine 2. Unique Content3. Easy to Share4. Identifying Influencers
youtube.com “real life Facebook”
HubArts.com
jimsullivanink.com
universalhub.com
http://stevegarfield.blogs.com/
Identifying Influencers
1. Regularly Contact You 2. Bloggers3. Active Contributors4. Frequent Commenting
Communication Behavior
1. Age 2. Survey Habits3. Experiment
surveymonkey.com
Technology Comfort Level
1. Novice 2. Intermediate3. Curious4. Advanced
Recommended DigitalCommunication Tools
• E-mail• Video • Photos• Blogs
• Twitter• Social
Networks• Mobile
Types of E-mail
1. One-on-One2. Blasts3. Newsletters
mailchimp.com
E-mail: Marketing Goals
1. Sales Conversation 2. Lead Generation3. Engagement
E-mail: Time & Money
MODERATE
E-mail: Viral Impact
HIGH
E-mail: Ease of Use
Production: EASYConsumer: EASY
E-mail Recommendations
1. Customize Messages2. Monitor Open and
Click Through Rates3. Keep It Brief4. Clear Call to Action5. Easy to Unsubscribe
1. Personal Referrals 2. What Is Consumer Benefit?3. Be VERY Specific4. Start with an Action Word (search Google)5. Don’t Use “Free”6. Limit 5 to 7 Words
dailycandy.com
Types of Video
Distribution: Content:1. Own Website 1. Interviews2. YouTube 2. Expertise3. Podcasts 3. Behind the Scenes4. Syndication 4. Slideshow
vailmusicfestival.org
expertvillage.com
huntingtontheatre.org
www.youtube.com/yellowpages
gardnermuseum.org/music/podcast/theconcert.asp
Video: Marketing Goals
1. Engagement2. Lead Generation 3. Sales Conversation
Video: Time & Money
HIGH
Video: Viral Impact
HIGH
Video: Ease of Use
Production: DIFFICULTConsumer: EASY
Video Recommendations
1. No Longer Than 5 Minutes2. Flip Camera3. Apple iMovie3. Start with Interviews4. Flash
theflip.com
www.youtube.com/user/NYTVF
Types of Photos
Distribution: Content:1. Own Website 1. Your Community2. Flickr 2. Events3. Facebook 3. “Ah Ha” Moments4. MySpace 4. Slideshow5. Blog Post6. Galleries
facebook.com Search “BIMA”
flickr.com Search “arts boston” under “groups”
tenbyten.org
Photos: Marketing Goals
1. Engagement2. Lead Generation 3. Sales Conversation
Photos: Time & Money
MODERATE
Photos: Viral Impact
HIGH
Photos: Ease of Use
Production: MODERATEConsumer: EASY
Photo Recommendations
1. Focus on Community2. E-mail to Flickr3. Be Creative
Types of Blogs
1. Expertise2. Member News3. Organization News
bostonhandmade.blogspot.com
runningahospital.blogspot.com
bostonist.com
bostonreb.com
overheardinnewyork.com
Blogs: Marketing Goals
1. Engagement
Blogs: Time & Money
Time: HIGHMoney: LOW
Blogs: Viral Impact
MODERATE
Blogs: Ease of Use
Production: MODERATEConsumer: EASY
Blog Recommendations
1. Sharp Focus2. Conversational3. Encourage Comments4. Blogger Relationships5. Commit
Twitter: Marketing Goals
1. Engagement
Twitter: Time & Money
LOW
Twitter: Viral Impact
MODERATE
Twitter: Ease of Use
Production: EASYConsumer: EASY
Twitter Recommendations
1. Sharp Focus- Events- “Ah Ha” Moments- Sharing Links
2. Follow and Engage3. Commit
Types of Social Networks
1. Facebook2. LinkedIn3. Ning.com
ning.com
BrooklynArtProject.com
mitxexchange.org
unlockaustin.com
Social Networks: Marketing Goals
1. Engagement2. Lead Generation3. Sales Conversion
Social Networks: Time & Money
Time: MODERATEMoney: LOW
Social Networks: Viral Impact
HIGH
Social Networks: Ease of Use
Production: MODERATEConsumer: EASY
Social Networks Recommendations
1. Be Genuine2. Photos3. “Ah Ha” Moments4. Hub for All Your Content5. Status Update
Types of Mobile
1. Text Alerts2. Newsletter3. Special Offers
Mobile: Marketing Goals
1. Lead Generation 2. Sales Conversion
Mobile: Time & Money
HIGH
Mobile: Viral Impact
MODERATE
Mobile: Ease of Use
Production: HIGHConsumer: EASY
Mobile Recommendations
1. Special Offers2. Core Community
usshortcodes.com
openmarket.com
mBlox.com
sybase.com
Digital Communications Matrix
EASYHIGHHIGHHIGHYESYESMobile
EASYMODLOWMODYESYESYESSocial Networks
EASYEASYLOWLOWYESTwitter
EASYEASYHIGHYESBlogs
EASYMODMODMODYESYESYESPhotos
EASYDIFFICULTHIGHHIGHYESYESYESVideo
EASYEASYMODMODYESYESYESE-mail
UserProductionMoneyTimeSales Conversion
Lead Generation
Engagement
Stop Chasing Buzz Words,Create Communication Strategies