Developing & Engaging Online Communities

Stephen Warleyswarley@bostonknows.com

May 1, 2009

Organizations

Communities

Social Networks

Organize around a unique mission, interest or need to harness the passionof individuals to serve your organization, community or social network in a way that is most meaningful to them.

Stop Chasing Buzz Words,Create Communication Strategies

Stop Marketing,Develop Relationships

Give First,Then Receive

Be Genuine

Start Small

If You Think It’s Cool,That’s a Red Flag

Keys to Community Development

Focus

Listen

Engage

Commit

Who Are You?

1. What is the unique need you are serving?2. How is your offering or approach unique?3. Who are you trying to reach?4. What are your 3 primary strengths?5. What are your 3 primary weaknesses?

80/20 Rule for Managing Resources

80% Output v. 20% Input

20% Output v. 80% Input

Your Primary Goal

Fueling and Directing Your Community’s Passion

Turning Your WebsiteInto a Community

1. Be a Resource2. Focus on Members/Supporters3. Change Homepage Regularly4. Solicit Feedback5. Tools for Sharing

downtownwineandspirits.com

rtnda.org

artsandbusinesscouncil.org

localbroadcastsales.com

tools for sharing

Choosing DigitalCommunication Tools

1. Marketing Goals2. Financial Resources3. Time Management4. Viral Impact5. Communication Behavior6. Technology Comfort Level

Marketing Goals

1. Sales Conversion2. Lead Generation3. Engagement

Financial Resources

1. Return on Investment2. Free

Time Management

1. Workflow Assessment 2. “Unknowingly” Creating Content3. Learning Curve

utterli.com

Leave a Voice Mail for Your Community

flickr.com

Take a Photo with Your Cell Phone and Post to Flickr

twitter.com

Tweet During Events From Your Cell Phone

Viral Impact

1. Genuine 2. Unique Content3. Easy to Share4. Identifying Influencers

youtube.com “real life Facebook”

HubArts.com

jimsullivanink.com

universalhub.com

http://stevegarfield.blogs.com/

Identifying Influencers

1. Regularly Contact You 2. Bloggers3. Active Contributors4. Frequent Commenting

Communication Behavior

1. Age 2. Survey Habits3. Experiment

surveymonkey.com

Technology Comfort Level

1. Novice 2. Intermediate3. Curious4. Advanced

Recommended DigitalCommunication Tools

• E-mail• Video • Photos• Blogs

• Twitter• Social

Networks• Mobile

Types of E-mail

1. One-on-One2. Blasts3. Newsletters

mailchimp.com

E-mail: Marketing Goals

1. Sales Conversation 2. Lead Generation3. Engagement

E-mail: Time & Money

MODERATE

E-mail: Viral Impact

HIGH

E-mail: Ease of Use

Production: EASYConsumer: EASY

E-mail Recommendations

1. Customize Messages2. Monitor Open and

Click Through Rates3. Keep It Brief4. Clear Call to Action5. Easy to Unsubscribe

1. Personal Referrals 2. What Is Consumer Benefit?3. Be VERY Specific4. Start with an Action Word (search Google)5. Don’t Use “Free”6. Limit 5 to 7 Words

dailycandy.com

Types of Video

Distribution: Content:1. Own Website 1. Interviews2. YouTube 2. Expertise3. Podcasts 3. Behind the Scenes4. Syndication 4. Slideshow

vailmusicfestival.org

expertvillage.com

huntingtontheatre.org

www.youtube.com/yellowpages

gardnermuseum.org/music/podcast/theconcert.asp

Video: Marketing Goals

1. Engagement2. Lead Generation 3. Sales Conversation

Video: Time & Money

HIGH

Video: Viral Impact

HIGH

Video: Ease of Use

Production: DIFFICULTConsumer: EASY

Video Recommendations

1. No Longer Than 5 Minutes2. Flip Camera3. Apple iMovie3. Start with Interviews4. Flash

theflip.com

www.youtube.com/user/NYTVF

Types of Photos

Distribution: Content:1. Own Website 1. Your Community2. Flickr 2. Events3. Facebook 3. “Ah Ha” Moments4. MySpace 4. Slideshow5. Blog Post6. Galleries

facebook.com Search “BIMA”

flickr.com Search “arts boston” under “groups”

tenbyten.org

Photos: Marketing Goals

1. Engagement2. Lead Generation 3. Sales Conversation

Photos: Time & Money

MODERATE

Photos: Viral Impact

HIGH

Photos: Ease of Use

Production: MODERATEConsumer: EASY

Photo Recommendations

1. Focus on Community2. E-mail to Flickr3. Be Creative

Types of Blogs

1. Expertise2. Member News3. Organization News

bostonhandmade.blogspot.com

runningahospital.blogspot.com

bostonist.com

bostonreb.com

overheardinnewyork.com

Blogs: Marketing Goals

1. Engagement

Blogs: Time & Money

Time: HIGHMoney: LOW

Blogs: Viral Impact

MODERATE

Blogs: Ease of Use

Production: MODERATEConsumer: EASY

Blog Recommendations

1. Sharp Focus2. Conversational3. Encourage Comments4. Blogger Relationships5. Commit

Twitter: Marketing Goals

1. Engagement

Twitter: Time & Money

LOW

Twitter: Viral Impact

MODERATE

Twitter: Ease of Use

Production: EASYConsumer: EASY

Twitter Recommendations

1. Sharp Focus- Events- “Ah Ha” Moments- Sharing Links

2. Follow and Engage3. Commit

Types of Social Networks

1. Facebook2. LinkedIn3. Ning.com

ning.com

BrooklynArtProject.com

mitxexchange.org

unlockaustin.com

Social Networks: Marketing Goals

1. Engagement2. Lead Generation3. Sales Conversion

Social Networks: Time & Money

Time: MODERATEMoney: LOW

Social Networks: Viral Impact

HIGH

Social Networks: Ease of Use

Production: MODERATEConsumer: EASY

Social Networks Recommendations

1. Be Genuine2. Photos3. “Ah Ha” Moments4. Hub for All Your Content5. Status Update

Types of Mobile

1. Text Alerts2. Newsletter3. Special Offers

Mobile: Marketing Goals

1. Lead Generation 2. Sales Conversion

Mobile: Time & Money

HIGH

Mobile: Viral Impact

MODERATE

Mobile: Ease of Use

Production: HIGHConsumer: EASY

Mobile Recommendations

1. Special Offers2. Core Community

usshortcodes.com

openmarket.com

mBlox.com

sybase.com

Digital Communications Matrix

EASYHIGHHIGHHIGHYESYESMobile

EASYMODLOWMODYESYESYESSocial Networks

EASYEASYLOWLOWYESTwitter

EASYEASYHIGHYESBlogs

EASYMODMODMODYESYESYESPhotos

EASYDIFFICULTHIGHHIGHYESYESYESVideo

EASYEASYMODMODYESYESYESE-mail

UserProductionMoneyTimeSales Conversion

Lead Generation

Engagement

Stop Chasing Buzz Words,Create Communication Strategies

Developing & Engaging Online Communities

Stephen Warleyswarley@bostonknows.com

May 1, 2009