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2Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Online Community Best PracticesJeremiah OwyangSenior AnalystForrester Research
March, 2008
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3Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Theme
Community Are Powerful Tools, As Long As You Put
Members’ Needs First.
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4Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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5Entire contents © 2008 Forrester Research, Inc. All rights reserved.
An Online Community
► An online community is an interactive group of people joined together by a common interest.
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6Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Examples
• A discussion forum where conversations develop• A custom application with profiles and
connections• A group within an existing social networking site
or email service.• A network of blogs.• Comments on a rating site.• Anywhere conversations and people connect and
share.
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7Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Usage of Social Networks are High
• 2/3 of Teens use Social Networking sites at least monthly
• 1/5 of teens use social networks daily
• 1/3 of Adults use at least monthly
Source: North American Technographics Retail and Marketing Online Youth Survey, Q4 2007North American Social Technographics Online Survey, Q2, 2007
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8Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Communication and Self-Expression important
Activity Frequency
See what my friends are up to: 86%
Sent a message to someone: 79%
Posted/updated my profile: 70%
Looked at profiles of people I didn’t know: 65%
Searched for someone that I used to know: 59%
Send a friend/connection request: 53%
Listened to music: 47%
Read a blog or journal: 51%
Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial):
55%
Watched a video: 40%
Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007
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9Entire contents © 2008 Forrester Research, Inc. All rights reserved.
…but who’s in charge?
• Control is in the hands of the participants, often yielding seemingly unpredictable results.
• Marketers must relinquish control or risk ending up with an empty community or — worse yet — brand backlash.
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10Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Not sure where to start?
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11Entire contents © 2008 Forrester Research, Inc. All rights reserved.
The four step approach to the groundswell
POST
People Assess your customers’ Social Technographics profile
Objectives Decide what you want to accomplish
Strategy Plan for how relationships with customers will change
Technology Decide which social technologies to use
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12Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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13Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Objectives: Define deployment
Goal Contribution Example
Listening
Direct customer insight
New product ideas
Beta testing
•Insight Communities
•Scan and monitor existing communities
Speaking
Create an emotional attachment.
Advertising based on network
•Marketing campaigns (interactive)
•Advertisements
EnergizingExcite your biggest fans.
Word of mouth
•Applications, Widgets
•Media
Supporting Peer-to-peer support •Customer-created groups
Embracing Members become contributors
•Ideastorm, SalesForce
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14Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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15Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Anatomy of an Effective Plan
• Flexibility
• One Objective
• Needs of Members are put first –not marketers
• Policy Creation
• Prepare for costs and benefits
• Select Success metrics
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16Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Flexibility
• Adidas created an online community on MySpace.com, the brand developed a six- to 12-month road map that included a design refresh for every three months.
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17Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Remember the needs of the community and prepare to participate
• Success depends on interests of members first
• Valuable Content is defined by what’s valuable to the community — which means most traditional advertising and marketing materials don’t count.
» Help docs
» Behind-the-scenes videos
» Sneak previews
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18Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Figure 2: A Taxonomy Of Detractors
Legitimate complainer Needs help withproducts orservices orwants to warnothers
Raises legitimate issue; may use strong language but seems open to reason
Solve problems or explain policies, publicly if possible
Competitor Want to promote competing products
Continues to mention other brands; parrots their marketing messages
Engage rationally and respectfully with your company’s perspective
Engaged critic Think they can make things better
Makes suggestions, not just complaints; responds intelligently to others’ criticisms
Create forum to encourage discussion; recognize good ideas publicly
Flamer Like to argue with other members
Tend to participate in “flame wars” and may have specific other members they target
Refocus discussion on higher goals of community
Troublemaker Have a grudge against company; hope to create problems
Complains continuously and cannot be satisfied; uses incendiary language
Address individually and privately, if complaints continue in face of attempts to resolve, remove from community
Type of detractorWhy they
make trouble How to recognizeWhat youshould do
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19Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Create a community policy, focusing on the desired behavior
• Set the tone by developing community guidelines that outline the expected behavior of the community.
• Prominently publish desired guidelines focusing on the positive, rather than create a long list of prohibited actions.
“Be Fun, Friendly, and Informational.”
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20Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Prepare for costs and benefits.
• Don’t run out of steam, prepare for all costs:
• Hidden costs
» Kick-Start Labor
» Internal Education
» Ongoing Management
• Develop a ROI and total cost model
• (see online community best practices report)
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21Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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22Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Build the internal teams first
• Part educator, part evangelist, and all customer advocate.
• Focus on tangible benefits to company.
• Create internal training sessions, call in experts.
• Start by connecting with important decision-makers one at a time.
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23Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Get an Executive Champion
• They often say the word “Customers.”
• Your advocate — and defender — as you initiate discussions with other internal stakeholders.
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24Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Establish clear lines of responsibility and ongoing processes
• Nearly every department is impacted:» Marketing
» Product teams
» Account teams
» Support
» Client teams
• Setup mock simulations using internal versions of the tools
• Develop internal guidelines
• Create a rapid response team
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25Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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26Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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27Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Social Media Strategist: Internal Leader
• The community strategist who organizes internal resources and supports the program.
• This experienced business manager:
» Is able to maneuver within the organization
» Leans on relationships with many business teams
» Manages the business program
» Leads the internal charge
» Develops the objectives and obtain resources
» Creates policy, deals with internal stakeholders, and provides ongoing reports to management
Ed TerpeningVP, Social Media,
Wells Fargo
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28Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Community Manager: Member Champion
• The community manager or moderator who interacts with members.
• As a primary advocate of the community, the community manager:
» Balances the needs of the community with corporate objectives
» Is a customer advocate
» Is a brand evangelist
» May create editorial content
» Harvests customer needs for market intelligence
• Skills.
» possess strong online communication skills, is approachable and conversational, and has the ability to relate to members online and offline
Lionel Menchca
Digital Media Manager
Dell Computers
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29Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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30Entire contents © 2008 Forrester Research, Inc. All rights reserved.
When selecting a vendor
• Lead With Needs, Not Technology.
• Based upon your objectives, determine the right technologies
• First, develop your feature requirements.
• There are many segments of social networks.» Organic (like Facebook, MySpace.com)
» White Label
– Insight
– Collaboration
– Widget
– Media
– Vertical
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31Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Services
• Rely on services and support from experienced vendors.
» Consultation
» Moderation/Listening
» Moderating
» Setup
» Rebranding
» Launching
» Reporting
• Caution: Stay engaged, don’t outsource your business strategy.
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32Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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33Entire contents © 2008 Forrester Research, Inc. All rights reserved.
How to Kick-Start
• First, find a creators and influencers
• Consider creating an “embassy.”
• Choose just a few features to launch with, and then add more as needed.
• Integrate with other marketing activities.
• Reward helpful members with recognition –not money
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34Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Growing and Maintaining: Microsoft MVP
• Microsoft rewarded members through public recognition.
• Ambassadors.
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35Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Growing And Maintaining
• Widgets and OpenSocial
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36Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Growing and Maintaining
• Stay engaged with your community by monitoring and quickly responding.
• Integrate your community with real-world events.
• Extend the reach of your community by cross-pollinating on existing social networks.
» Obama for America while also maintaining a presence on Facebook. Videos on YouTube, Facebook, and Obama’s own network
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37Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Obama, primary blog
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38Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Obama on Facebook
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39Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Obama on MySpace
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40Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Obama on Twitter
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41Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Obama on MySpace
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42Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Start with an Objective
• Developing a Plan
• Getting Your Company Ready
• Staff you will need
• How to pick a Vendor
• Kick-Starting
• Widgets and Open Social
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43Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Widgets and opportunity for marketers
• Growth.
» 13,083 applications on the platform
» Top 10 apps have over 10 million installs
• What works:
» Applications that have robust functionality
» Social features that connect users
» Yet many are never successful
User
Direct friends
Indirect friends
Interested parties
Source: Rodney Rumford, CEO Gravitational Media: FaceReviews.com Graphic Source: Rock You
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44Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Widgets and Applications
• Mini Applications.
• Successful Attributes.
» Interactive
» Offer value, not just “Disposable”
» Utilize social aspect
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45Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Widgets and Applications
• Recommended Deployment:
» Sponsor or rebrand existing widget
» Integrate brand as part of experience
» Create own
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46Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Case study: “Vampires” and movie “skins”
Sources: Facebook Screenshots
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47Entire contents © 2008 Forrester Research, Inc. All rights reserved.
OpenSocial
• Google partnership.
• Allows widgets to write once, run many.
• Challenges.
» Demographics are different in each community
» Many APIs available
» Still in Beta
» Privacy issues with open data
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48Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Recommendations
• Act more like a host at a party, rather than a cop.
• The power is in the hands of the community.
• Traditional marketing tactics do not apply.
• Develop your POST methodology.» People, Objectives, Strategy, Tools
• Understand Objectives.» Listening
» Talking
» Energizing
» Supporting
» Embracing
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49Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Jeremiah Owyang
Blog: web-strategist.com
Email: [email protected]
Twitter: twitter.com/jowyang
www.forrester.com
Thank you
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50Entire contents © 2008 Forrester Research, Inc. All rights reserved.
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• Based off the report: Online Community Best Practices• Companies Interviewed:
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51Entire contents © 2008 Forrester Research, Inc. All rights reserved.