how to grow your customer base by 120,000 - leon tong
DESCRIPTION
How to grow your customer base by 120,000 - Leon Tong The purpose of this presentation is to encourage companies, agencies or brands that use online communities to build their user base up organically by applying the teachings of some key psychologists and philosophers who dedicated their study to community interaction. The presentation proposes that understanding user interests and drawing similarities with other users are the foundations of any community, whether offline or online.TRANSCRIPT
How to grow your customer base by 120,000
Leon Tong
Why build an online community?
Who is building online communities?
How you can build your own 120,000+
user community
What you can achieve
Why build an online community?
1898 19541873
Social Facilitation
Norman Triplett 1898
Robert Zajonc 1965
Social Network
J.A. Barnes 1954
Social Learning Theory
Cornell Montgomery 1843-1904
Julian Rotter 1954
Albert Bandura 1977
Social
Conformance
Julian Rotter
Robert Zajonc
Outreach Grow your user base (to 120,000+ users) Publishing Flickr / YouTube / Myspace Participation/Collaboration Facebook/ Linkedin Crowdsourcing, Content Personalisation
Connect with/ get to know them
Why?
Outreach Grow your user base (to 120,000+ users) Publishing Flickr / YouTube / Myspace Participation/Collaboration Facebook/ Linkedin Crowdsourcing, Content Personalisation
Connect with/ get to know them
Why?
Who is building online communities?
Nike Run Starbucks Idea
Who is building online communities?
Ryan Air/ Virgin Racing/ Unilever
How you can build a 120,000+ user community
Strategic plan
High level strategy
C
User considerations
Metrics/feedback
Technical considerations
Why are we building this network?
Teachers, Schools, Young People
Competitions, Profiles, UGC
Profiles, UGC, Resources
Routes, Challenges, Activity Walls
Action Centre
Teachers, Learners of English
Rowers
Shine Schools Festival
English Online
Explore Rowing
Network Users Key Features
Amnesty International
Activists, general public
Schools, teachersPlan Schools Link Messaging, Profiles, UGC
Others
Analyse the best networksHow?
Areas to address
ProfileUser Generated
Content(UCG)
Groups
Admin
Tools
Automated content– e.g Latest,
Top rated, RSS, Taxonomy
User Interactions/
Actions
Validation,
Moderation,Workflows
How?
Areas to address: UGC How?
Areas to address: User Interactions/actions – comments
How?
Areas to address:
Automated content
How?
Risks/MitigationsHow?
Areas to address: ProfileHow?
Areas to address: GroupsHow?
Areas to address: Admin ToolsHow?
From 0 to 120,000 users
Know your audience
Write a social
media strategy
Create the
right atmosphere
Resourcing
Planning a timeline
Define organisational
objectives and goals
The right tools
for the job
Content is king
Measuring success
Nurture, Grow,
Monitor and sustain
How?
What you can achieve
Shine Festival2,500 schools representing
1,000,000 pupils in 3 months
What you can achieve
English Online120,000+ users
What you can achieve
Amnesty International
Almost 100,000 actions
