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Metia fast facts
AdvocacyReferences | Content | SocialInfluenceMedia relations | Analyst relationsExperienceWeb | Apps | MobileRelationshipseDM | CRM | Community
Client Services | ConsultingProgramme Management Editors | Writers Design | UX | IA | MotionArchitects | Developers | PM | QA | eDM PR | AR | Marketing | Social
London | Seattle | Austin | Singapore
Independent, privately owned
$18.5m revenue FY14
26Years
150Professionals
4Locations
Personal presentation rule no.1:Use quotations.
“Study the past if you are to define the future.”Confucius
Com·mu·ni·ty/kəˈmyo@onədē/
1. A group of people living in the same place or having a particular characteristic in common.
2. A feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals.
Personal presentation rule no.2:Use definitions.
Every business is part of a number of communities
Every business has communities attached to it
Communities and business
Conversations are taking place about and around the business
No barriers between customers, employees, suppliers
Reality is perception: customer experience is key
Today, there are different commonalities between members
There is no B2B in community, just P2P
Technology means that geography and physical proximity are no longer the primary drivers of communities around business.
But many of the same rules still apply.
“We cannot seek achievement for ourselves and forget about progress and prosperity for our community... Our ambitions must be broad enough to include the aspirations and needs of others, for their sakes and for our own.”
Cesar Chavez, farm worker and civil rights activist
“Communication leads to community, that is, to understanding, intimacy and mutual valuing.”
Rollo May, psychologist
The explosion in social technologies hasn’t been 100% positive(!)
It has created a fallacy, and broad misuse of the term “community”.
Most online communities, aren’t. What might look like a community to a business doesn’t feel like one to its members.
Fans and followers ≠ community.
Communities are only communities if its members talk to each other.
An exchange of value is essential.
However…
15 April 2023© Metia
Company
The temptation for companies in communities (often the starting point). Lots of broadcast from the centre, relatively low feedback, limited interaction between members (if any).
Company
Evolution…company is less central, but still only interaction between the company and individual members.
Company
The first signs of genuine community activity, as members start to interact with each other. Company’s role is still significant.
Company
Moving towards the ideal. ‘Power’ members grow into equal (or greater) significance as the company and recruit new members from their own networks.
Brand communities must serve two purposes (in the correct order)
Articulate the community’s statement of purpose and use in its marketing
15 April 2023
Members
Business
• A unifying interest for the audience
• Information, skills, help, networking, career
• Aligning to commercial objectives
• Insight, ideas, leads, customer service, sales
The tools and technology might be free…but running a community is anything but.
• Essential to build the business value case
• What does success look like?
• Gain commitment for the long-term, not the next quarter
• Don’t be distracted by membership numbers as a measure
• Executive sponsorship is great. Executive involvement in the community is better
ROI should be measured in the same way as any other business activity…
15 April 2023
Revenue Costs
Customer retentionIncremental purchases
New sales
Customer serviceMarketing
R&DRecruitment
Individual Company
Ownership isn’t an imperative. Whether initially to listen, test content and engage or as an on-going strategy, involvement in existing communities can reap benefits with less commitment.
The Community Manager is the hub of activity. Data is the foundation of the role.
A dedicated Community Manager is essential.
However, community management is not solely undertaken by the Community Manager.
The more successful a community, the more elements of its management are undertaken by its members.
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Community Management
Strategy
Growth
Content
Moderation
Events & Activities
Relationships & Influence
Business Integration
User Experience
© FeverBee
150 – Dunbar’s number: the number of stable social relationships a person can maintain (between 100 – 250 depending on study)
Among adult Facebook users, the average (mean) number of friends is 338, and the median (midpoint) number of friends is 200. In other words, half of all Facebook users have more than 200 friends, and half have less than 200.
Small is beautiful
Member ‘pipeline’
Visitors
Registered Members
Participants
Regulars
Volunteer Managers
Via email, social, search, WoM
Reduce barriers to registration
Welcome, reminders, content
Connections, status, events
Gold!
© FeverBee
• The first members of your community will be known to you• Customers, partners, employees
• Invite directly and personally. Make it exclusive. Use the early members to define the community’s focus, objectives and content
• Don’t chase raw numbers: quality beats quantity and smaller communities are more (inter)active
• Encourage members to recruit
• Build personal relationships with the most active members
• Influencers aren’t always obvious
• Actively manage membership: don’t be afraid to shed inactive members
Member strategy
“Focus on quality of member and level of engagement, not raw numbers. In fact, we pruned a third of our list last year to weed out people who are members but hadn’t engaged in at least a year. We came to the conclusion that if someone didn’t come back after seeing at least 12 e-newsletters and countless alerts on everything from new content and conversations in groups to which they subscribe, they really weren’t interested in being a member.”
Alan Alper, senior director of corporate marketing, Cognizant
Establishing a Process and Rhythm
Plan
Produce
PublishPromote
Performance
Regular ‘editorial’ planning meetings, business agenda, external input, event calendar, commissioning, etc.
Copywriting, design, video, etc.
Into community and through other owned channels.
Earned and paid media promotion to recruit new members.
Web and social analytics
• The best content for a community is content about the community
• Let members lead you where possible; amplify and participate in their content
• Test and analyse in other existing communities
• Encourage (healthy) debate
• Use data!• Initiate discussions on topics you know are of interest to
members• Prompt members to participate
• Market the content beyond the community’s walls• Regular email updates and newsletters
Content Strategy
Young et al. found that offline events can increase online community page views by 60.4% and participation by 27.2%
Relationships and bonds between members become stronger
Solidify and celebrate the community identity
Help recruit volunteer managers
Create opportunities for content pre-, during- and post-event
Bringing the online offline
ROI should be measured in the same way as any other business activity…
15 April 2023© Metia
Revenue Costs
Customer retentionIncremental purchases
New sales
Customer serviceMarketing
R&DRecruitment
Measuring what matters: within the community
• Average time in the community
• Engagement with content
• How many members are actively participating once a week
• Members meeting new people who can help them
• Whether the debates are positive/constructive or negative/destructive
• Members are volunteering to help you out
• How many of the discussions are generated by you, and how many by the community
• The community is recruiting new members itself
• Offline events and real-world meetings
To sum up:7 steps to success
•Research• Test•Commit for the long-term•Dedicate resource• Invest in content•Online and offline•Use the data
15 April 2023© Metia