Building Sustainable Corporate Web Communities - Can organizations build better web communities with predictable success?

1. Building Sustainable Corporate Web Communities Can organizations build better web communities with predictable success? David Terrar – D²C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones

3. Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge

6. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html

7. What is ICAEW doing with ion? http://www.ion.icaew.com

8. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

9. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts

11. Some other examples SocialMediaToday.com

14. Not in support of any goal…

16. Life cycle of a successful community

19. Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures

20. Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important

22. Key take away from Enterprise 2.0 Conference 2008 Boston

23. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin

25. Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com