Capturing Community (Michael Silverman, Duo Consulting)
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Slides from Michael Silverman, Founder & CEO of Duo Consulting. Presented at the 2012 Drupal Business Summits in Toronto, Chicago & NYC.
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Capturing Community (Michael Silverman, Duo Consulting)
- 1. Capturing Community How to build, manage and market your community online by Michael Silverman CEO Duo Consulting msilverman@duoconsulting.com
- 2. Capturing Community How to build, manage and market your Marketing/ Sales C A PTUR I community online NG COM MUNI How to TY Build, M C A P TU anage a By Mich nd Mark ael Silve et Your Founde rman Online C ommun RIN G r & CEO Duo Co nsulting ity C O MM Online c ommun your tar ities bre ak throu UNIT Y get mar gh the m entrepre ket on a edia clu neurs c persona tter and an use l level. M engage create lo them to arketers ng-term drive us , manag online c value on er-gene ers, and ommun line. Wh rated co become ities cre en align ntent an s a tang ate a ve ed with d ible bus nue for your org iness as audienc anizatio set. e intera n, ction th at In Captu ri gives yo ng Community, u the to online c ols and Duo Consulting ommun te CEO Mic ities. Dra chniques requ wisdom of leadin wing fro ired to c hael Silverman g social m reate BY MI C media m his years of exp powerful arketers e , Micha rience and the in onlin el show e comm s you: unities. SILV E R H A EL online c ommun ity. MAN success . the com m promoti unity, from tec onal cha hnology nnels. to by Michael Silverman CEO Duo Consulting msilverman@duoconsulting.com
- 3. About.me
- 4. About.me
- 5. Social Network Information flow is just a stream of comments from disparate sources Fan pages or Groups suffer from an identity crises . Active management needed to encourage interaction and growth.
- 6. Social Network Information flow is just a stream of comments from disparate sources Fan pages or Groups suffer from an identity crises . Active management needed to encourage interaction and growth.
- 7. Facebook isn’t Community Fans don’t have common interests They don’t participate on Facebook pages It’s a one-sided conversation Numbers are all that matter Gimmicks drive the action Source: http://www.convinceandconvert.com (http://s.tt/1baSC)
- 8. Facebook isn’t Community Fans don’t have common interests They don’t participate on Facebook pages It’s a one-sided conversation Numbers are all that matter Gimmicks drive the action Source: http://www.convinceandconvert.com (http://s.tt/1baSC)
- 9. Community People connect around a common interest Individual or common interests? Make friends with strangers.
- 10. Community People connect around a common interest Individual or common interests? Make friends with strangers.
- 11. Get People Talking Conversations are central to online community Facilitate member communication Offer opinions and ask questions that requires members to share
- 12. Get People Talking Conversations are central to online community Facilitate member communication Offer opinions and ask questions that requires members to share
- 13. Audience Spectators Critics Creators Spectators“lurkers” (read but don’t comment) Critics comment Creators Contribute
- 14. Audience Spectators Critics Creators Spectators“lurkers” (read but don’t comment) Critics comment Creators Contribute
- 15. Types
- 17. Location
- 18. Location
- 19. Activity-Based
- 20. Activity-Based Built In Chicago is a resource for ‘digital professionals' working to build great web and mobile businesses. Activity-Based mission to connect, educate and promote the growing digital community in Chicago.
- 21. Activity-based
- 22. Demographic
- 24. Associations Unite around a common purpose A place to continue the conversation, promote events, content for members. Where does your community live? Check out, blogrolls, and influencers.
- 25. Associations Unite around a common purpose A place to continue the conversation, promote events, content for members. Where does your community live? Check out, blogrolls, and influencers.
- 26. Goal-Oriented
- 27. Brand Sponsored
- 28. Brand Sponsored
- 29. Tech Support User-Communites that provide tech support can be of tremendous benefit to companies
- 30. Tech Support User-Communites that provide tech support can be of tremendous benefit to companies
- 31. Symantec Connect
- 39. Incentive Systems First you understand your member’s motivations Then provide incentives and create barriers to entry
- 40. Incentive Systems First you understand your member’s motivations Then provide incentives and create barriers to entry
- 41. Badges
- 42. Badges
- 43. Engagement
- 44. Monitization Advertising & Sponsorships Premium Content Brokering & Commissions Personal Opportunities
- 45. Monitization Advertising & Sponsorships Premium Content Brokering & Commissions Personal Opportunities
- 46. Take-Aways Stand for something - that people want to feel a member of. Attract visitors with content - who stay for the community. Act as a catalyst. Sign up in stages. Get People Talking. Photos and video are elements of engagement
- 47. Take-Aways Stand for something - that people want to feel a member of. Attract visitors with content - who stay for the community. Act as a catalyst. Sign up in stages. Get People Talking. Photos and video are elements of engagement
- 49. 20 W Kinzie, Suite 1510 Chicago, 60654 - msilverman@duoconsulting.com @MSilvermanDuo - 312-529-3000
- 50. Community Management Your job is to act as a catalyst Encourage engagement, recruit members and organize groups Seed your community with members and content Stand back and listen - Get people talking
- 51. Community Management Your job is to act as a catalyst Encourage engagement, recruit members and organize groups Seed your community with members and content Stand back and listen - Get people talking
- 52. Social Graph Make it easy to sign up - Login with Facebook, Twitter or LinkedIn Find your social connections Create surveys and polls to promote conversation, feeback forms and FAQs for support
- 53. Social Graph Make it easy to sign up - Login with Facebook, Twitter or LinkedIn Find your social connections Create surveys and polls to promote conversation, feeback forms and FAQs for support
- 54. Goal-Oriented
- 55. Tech Support
Notas do Editor
- The race is on to own the conversation in your space. \nAre you a marketing professional, passionate entrepreneur or association manager? \nThink outside the box - are their opportunities available to Capture Communities online.\n\n\n
- A student of Commerce almost 30 years, I'm an entrepreneur, innovator and founder of Chicago-based Duo Consulting in Chicago. But I first started creating communities in 1997, when I launched RehabCentral.com. \n
- In a social network people are held together by pre-established relationships. Connections are built one at a time, and people join to maintain old relationships. Content is mixed in with everything else.\n\n
- Building relationships is an important strategy for reaching your audience. Entice your audience them to take the conversation inside your walls, including leaders in your market that should be attracted by the audience.\n\n\n
- In a community people come together under a common goal or purpose. They have a common interest - something members are passionate about like a project, lifestyle, profession. People join the community because they care about the purpose.\n
- The focus of your community should be on user-generated content. The collective voice of your members is most important. Write in a conversational tone and make information easy to share.\n\n \n
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- Duo created Built in Chicago which is an activity-based community for digital professionals creating businesses. Just like any business you need to stand for SOMETHING - A clear position is an identifying force for your members. \n\n
- Duo created Built in Chicago which is an activity-based community for digital professionals creating businesses. Just like any business you need to stand for SOMETHING - A clear position is an identifying force for your members. \n\n
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- Beginning with tribes associations emerged to unite around a common purpose. Providing members a place to continue the conversation, promote events, and foster relationships. Is there a business opportunity like RehabCentral?\n
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- One of the most successful examples is American Express OPEN which hit a million views per month in 2010. The OPEN Forum brand drew in Guy Kawasaki and Pete Cashmore from Mashable) as contributors\n
- Twitter, eBAY (as x.com) and Symantic have all built tech support communities using Drupal.\n\n\n
- Symantec Connect is a platform to publish information and facilitating customer interaction. Tech support communities can offer a great ROI.\n
- Build your community on a platform that can change as you grow. Consider scalability, flexibility, dependability, customizability, and usability. If you're using WordPress you're probably not thinking “community.”\n\n
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- At LitReactor they encourage interaction by giving members badges to enhance their reputation. Other options like point systems, titles (reputation), milestones, (member since xx) validate their position in the community. \n\n\n
- Incentives are key to drive success. Hard incentives - like a $5 gift card have the highest success rate but there are other ways to get your community interacting like badges or titles.\n\n\n
- At LitReactor they encourage interaction by giving members badges to enhance their reputation. Other options like point systems, titles (reputation), milestones, (member since xx) validate their position in the community. \n\n\n
- Metrics point to factors like participation, influence, content, and networking activity. Truly understanding how people interact online, and OWNING the space where the conversation happens is quite valuable.\n
- Communities present relevant ads to relevant customers like trade magazines - just don’t be too salesy. Try sponsorships and/or advertising, premium content & merchandise, and commissions on advertising to start.\n\n\n
- Come for the content and stay for the community. Seed your community to present the façade of activity early. Appeal to your audience emotionally, and create interaction among members. It's all about the conversation.\n
- Thank you\n
- Be a catalyst. Launch surveys, start discussions, ask for comments. Seek out people who play an active role and ask them to participate. Don’t over-manage - use a light touch to keep your community thriving.\n
- Where do potential members “live”? OPEN Forum’s API integration with LinkedIn drew in small business professionals. Give Members a test run - and don’t ask for too much contact information. \n
- Change.org uses collective action accomplish a goal. Late 2011 a Change.org member recruited more than 300K BOA customers to protest a new $5/month for debit card for purchasing. Groupon is another example of a goal-oriented community. \n
- eBay has x.commerce\n
- It doesn’t need to be fancy\n