community evangelism workshop
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Web2Expo Community Evangelism Workshop given on 4/15/07 with Anil DashTRANSCRIPT
COMMUNITY EVANGELISM: TOOLS & TECHNIQUES
Anil Dash and Deborah Schultz
Web2ExpoApril 15, 2007
Good Morning!
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
IM
JaikuOther
Technorati
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
Thank You!