View
7.484
Download
4
Embed Size (px)
DESCRIPTION
How to encourage involvement in online communities and galvanise like-minded individuals into action
Citation preview
Online communities: encouraging involvement
Tiffany St James
(On Twitter, Linked In,
Slideshare, Facebook, Skype..)
Source: xkcd.com
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’
Community of interest
Source: http://mygarden.rhs.org.uk/forums/ Source: Helpfultechnology.com
Community of action
Source: http://fairtradetowns.ning.com/ Source: Helpfultechnology.com
Community of place
Source: Helpfultechnology.com
Community of practice
Source: Helpfultechnology.com
Community of circumstance
Source: http://www.tripadvisor.com/
Source: Helpfultechnology.com
Types of online community
Led by individuals
Led by organisations
Content
oriented
Conversation
oriented
Magazine off-shoots
Fan forums Hyperlocal
sites
Customer forums
Community blogs
Campaign communities
Big group forums
Source: Helpfultechnology.com
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
UM Social media Wave 5
http://bit.ly/g8JspN
So What?
Trust in communications has changed
http://slidesha.re/ekbc0
n
Smart Mobs: Democracy in action?
bit.ly/gKArcx
nyti.ms/e5P1Ul
gawker.com/5733816/
What can we learn from BP?
What can we learn from WikiLeaks?
Social For Good
Online to offline action: DoSomething.org
Big businesses are using it for good
refresheverything.com
..and connecting like minded-individuals nikerunning.nike.com
What does this mean for me?
Should you throw a party or join one?
Identifying relevant communities
Choosing which communities
No of Posts
and Topics
Date of last post
in the main thread
Structure and
Management
Contact details for
the moderator
Members List
Source: Helpfultechnology.com
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...
Set an objective
Listening
Audience insight,
understanding views
Buzz generation
Stimulating discussion,
encouraging sharing
Discussion & Response
Driving take-up,
asking for feedback
Co-production
Working with a community
to produce a resource
Source: Helpfultechnology.com
Rule of participation inequality
Rule: Jakob Nielsen
Source: bit.ly/ggRqCW
Wikipedia for example:
99.8, 0.2, 0.003
Creators: Maintain, promote, reward
Commentators:
Lurkers:
Strangers:
Managing communities
Increase interactivity
Co-creation
Progressive
disclosure
Increase engagement
SEO
Widgets and Virals
Reward interactivity
Build in Status
Personally interact
Ask questions
Develop a partnership strategy
Source: Helpfultechnology.com
Continual optimisation
Source: UK Government GCN/COI Interactive Services
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
Developing and exit strategy
Exit options
• Unpublish
• Cease
• Remove engagement
• Transparent
• Hand back
Risks
• Suspicion
• Leadership
• Reputation
• Resentment
• Direction
Actions
• Timing
• Transparent
• Brief Press
• Redirect
Evaluate
• Monitor
• All social media
• Response strategy
Source: Helpfultechnology.com
Source: UK Govt COI Interactive services
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
Code of conduct
• Be credible
• Be consistent
• Be transparent
• Be relevant
• Be an ambassador for
your organisation
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