community evangelism workshop

COMMUNITY EVANGELISM: TOOLS & TECHNIQUES

Anil Dash and Deborah Schultz

Web2ExpoApril 15, 2007

Good Morning!

Anil Dashanil@sixapart.com

www.anildash.com

Deborah Schultzdeborahschultz@gmail.co

mwww.deborahschultz.com

Technology changes, Humans don’t

Who are you?• How may of you work at start-ups?

Fortune 500?• How may of you have corporate blogs?• How many of you use feedreaders or

RSS?• How many of you have sent video or

photo to the web? Today?• How many of you consider yourselves

evangelists today?

Today’s Workshop

• Who are We & Who are You?• The philosophy of evangelism• What is community evangelism?• Key Concepts• The Human Skills• Technical Know-how• Case Studies

“What can you do

with a book?”

The web is something you:

ReadBrowseShareWriteCreateChange

The difference in potential is the

result of evangelism.

Persistence

Awareness

Persistence

Google can find you.

Visits to “The Long Tail”

A date stamp is a social contract.

“I will stay in touch.”

What matters?

Disposable?

Valuable

The web can be this, too.

Meaningful

Awareness

“I need more email!”

Sweaters up to 30% off!

I CCed you just in case!

Our February Newsletter

Spam!

Rude.

Control

Persistence

Awareness

Persistence:

Makes the experience meaningful

Awareness:

Keeps the lines of

communication open

Persistence+

Awareness

A Relationship

Maintain a relationship on the web.

Using Web 2.0 to build

relationships.

Community Evangelism

Concepts

What’s an Evangelist?

• A customer advocate• An Educator• “Amongst the people” interacting

with the community where they live• The human face of the company• Cross-functional - not just a marketer• A foil for the company

The Human Skills of Evangelism

• Listener• Connector• Critic• Partial geek• Detective• Catalyst

• Diplomat • Juggler• Driven by

relationships• Approachable• Intuitive• Inquisitive

Relationship Economy

Transactions are the by-products of healthy relationships.

The global economy is shifting from a mass media, consumer mass-marketing model to one that is far more emergent and decentralized. The involuntary loyalty of "sticky" services is falling victim to the far preferable voluntary loyalty won through responsiveness, quality, excellent service, reliability and trustworthiness.

Sometimes, transactions don't matter. -Jerry

Michalski

Key Concepts• Democratization of tools & access• The Live web• Decentralization• Amateur culture • Increased individual influence• Control is out of control• Let the seller beware• People are the message

Evangelism?

Using Web 2.0 to build meaningful

relationships.

Be where your audience is.

Offer something of

value.

Use what you got.

Break

Tools of the Trade

The Ecosystem

Social Networks

YOUBlogosphere

Wikis

Events(offline)

Photo & Video Sites

Blogs

IM

Vlogs

Mass Media

EmailEvents

Forums

Social MediaTools

Digg

Del.icio.us

TaggingPartners

PresenceFacebook

Flickr

YoutTube

WIkiaMyspace

Vox

FanSites

Others

Dinners

Meet-up

Conference

Chat

WikiPodcasts

Search

Widgets

StumbleUpon

Wikipedia

Twitter

IM

JaikuOther

Technorati

Google

RSS/Feeds

Competitors

The Toolkit• On your site - –Blogs, rss, forums, email

• Out at the edges–Blogosphere, social networks,

photo & video sites,

• Offline (aka the 3D world)–Events, meet-ups, conferences,

dinners

The Technology Toolkit

• Blogs• Podcasts• RSS• Video

• Wikis• Social Networks• Chat• Email lists • Groups/Forums

Blogs– Immediate and ongoing connection–Provides a human face and voice

for the evangelist–Enables you to jump in• Be proactive and quick to react

–Low barrier to entry - just get started

Podcasting & Videocasting• Video Services: YouTube, Google

Video, Metacafe, blip.tv, Revver, PhotoBucket• Photo Tools: Flickr, PhotoBucket, • Desktop Tools: iMovie,

Quicktime, Audacity, Adobe SoundBooth, Acid, Picasa, Photoshop

Wikis• Editable web pages• Great for collaboration • Need tending• Types: hosted vs. server side

–Hosted: Socialtext, jotspot, PBwiki–Server: Mediawiki, instiki

Feed Reading• Track sites passively• Reduce email overload• Need tending• Types: hosted vs. server/client side

–Hosted: Google Reader, Bloglines, My Yahoo, Rojo–Server: FeedDemon, NetNewsWire

Social Networks/Media Tools

• Get out there into the community• Link out and join the network– Post screenshots to flickr, upload

videos to youtube• Ensure you are easy to find–Use tags, social bookmarks–Use the same screen name across the

ecosystem• Create a presence– Product/community page, events

calendar

Some Guiding Principles• Be authentic• Participate• You are not in

control • Get transparent • Engage online &

offline

• Be a catalyst • Know when to “let it

go”• It’s not about

technology• This is an attitude

shift• Listen. Rinse. Repeat

-this last one courtesy of brian oberkirk

A Day In The Life

How Do We Keep Up?

Break

OpenID’s success• 100 million IDs in 18 months• Enabled for every AOL and AIM

user• Public endorsement by Bill Gates

on behalf of Microsoft• Support from Six Apart, Digg,

Technorati, etc.

OpenID’s success• Making a meaningful connection• Be where your audience is• Offer something of value• Use what you got

OpenID’s success• A clear story• Mailing lists• Community Wiki• Face-to-face meetups• Frequent popular blog posts• Extensive coverage on Digg• Trusted, empowered leaders

Questions

COMMUNITY EVANGELISM: TOOLS & TECHNIQUES

Anil Dash and Deborah Schultz

April 7, 2023

Anil Dash

anil@sixapart.com

www.anildash.com

Deborah Schultzdeborahschultz@gmail.co

mwww.deborahschultz.com

Thank You!