college online communities uv a_09102014
DESCRIPTION
What is an online community and which role can it take in your communication and marketing strategy?TRANSCRIPT
9 oktober 2014Kirsten Wagenaar
Online communities for organisations
Who am I?
• Kirsten Wagenaar• Independent consultant • Background in psychology• Active in community
management for 5 years• Founder and chair of the
Dutch Association for Community Managament
• Speaker, blogger, teacher
What would I like to tell you?
• All about community• Reasons to choose to built a
community • Various cases of how to set
community up
Intro: Community!
When can you actually call it a (online) community?
Niets nieuws
People are people
People form a community. This group is not dependent on a
(technical) platform.
On- and offline platforms where people with several common interests come together on a
regular basis to talk, share experience/ knowledge and activities or work together on
projects
Not everybody will be as active as you want them to be!
Newsletter
Twitter feed
LinkedIn group
Active core Owned platform
Facebook page
Offline event Community
Website
Community members
An active member
Shares knowledge
Talks about more than the main
theme
Visits the community
regularly
Feels ownership
Has an interest in
other members
Why would people participate in communities?
What’s in it for me?
• Fun!• Stay in contact• Collect information• Make new contacts• Sense of belonging• Business goals• Self expression• Social status• Altruïsm
Why wouldn’t people participate in communities?
What’s NOT in it for me?• No need to post• Just reading is enough• Want to know what this community is about• I have nothing more to add• Others have already reacted• Technical problems• No time• I don’t know how to post something• Too many other reactions• No attraction to the community• Shyness• Wants to remain anonymous• Low quality of other reactions and posts• Takes to much time before you get a reaction• Afraid for negative comments/reactions• Afraid to commit
Characteristics of a community
• Culture!• Conversations• Transparancy• Commitment• Value (win-win)
The community platform
Why choose for community?
• Insight into wishes and needs of employees or (potential) clients
• Sharing of knowledge, connecting, cooperation• Innovation through new ideas• Facilitating loyal fans and creating ambassadors• Create extra value for customers
Various forms for various goals
• Online awareness (Branding)
• Professionele cooperation (Thought leaderschip)
• Customer satisfaction (Service)
• Employee satisfaction (Productivity)
• Spreading information (Reach)
Community cases
T-Mobile forum
• More than 200.000 members
• Customer (service) community
• Questions about service, updates, input for the improvement of service
• Forum functionality• Gamification• Integrated with a blog, a
research module, CRM and Facebook
• Volunteers to do the moderating
Childrens telephone
• More than 15.000 members
• Customer (service) community
• Reach young people, help them with problems and general questions, reduce calls
• Forum functionality• Volunteers to do the
moderating
Hallo! (Chamber of Commerce)
• More than 70.000 members
• Customer (service) community
• Facilitating entrepreneurs. Collect insights and content
• Integrated community platform (Telligent)
• Community management team
• Offline meetings
VARA’s Kassa
• More than 160.000 members
• 3.000 active users, 30 ‘core members’: The Kassa experts
• Consumer community• Give consumers a voice
and connect them• Forum functionality• Community
management team• Offline meetings
FBTO Onderling.nl
• Insurance company has community (also) decide on claims
• Votes serve as confirmation to change product criteria
• Per case at least 100 votes
• Active discussions about insurance in general
• Innovative concept
Also…
• Patiënt communities (Kanker.nl, UniteMS.com)• Other consumer communities
(Consumentenbond and TROS Radar)• Alumni communities (Deloitte, Ormit)• From talentpools 2.0 to communities• Research communities
The big fora
