This presentation contains an overview about things to keep in mind when trying to build a community. As one of the first slides already states: you cannot create a community, it is already there. However you can help the community better in several ways. Therefore a model of the different phases of a member in a community is used. Based on this model several actions are defined which a community manager could take to help the community. The last few slides contain an overview of several well known social media cases.

1. Building a community Rick Mans - Social Media Evangelist

3. The only thing you can do is help them better

4. Communities are groups of people that:

5. Have a common purpose

6. Have a motivation to interact

7. Have time to interact

8. Have shared experiences

9. Communities are participating on a platform they chooseA community is not just a list of members and debates!

10. Communities are part of human nature… Cicero We were born to unite with our fellow men, and to join in community with the human race. Henrik Ibsen A community is like a ship; everyone ought to be prepared to take the helm. Jeremy Bentham It is vain to talk of the interest of the community, without understanding what is the interest of the individual

11. …and part of Capgemini’sTechnovision Mash-up Applications Mashup applications Real-Time Business Process Control Real-time business process control Real-time Integrated Business Intelligence Real-time integrated business intelligence Composite applications Composite Applications Sensing Networks Sensing networks Packaged Sector / Segment Solutions Packaged sector / segment solutions Smart Business Networks Smart business networks Free Agents Nation Free agents nation Role Based User Portals Role-based user portals Social Collaboration Tools / Wikinomics Social collaboration tools / Wikinomics iPodification iPodification Software as a Service Software-as-a-service Google-fication Google-fication Utility Business Infra-structure Utility business infra-structure Mastered Data Management Mastered data management Jericho Style Security Jericho style security Rich Internet applications Rich Internet Applications Keytechnology building blocks

13. Creating additional value through business innovation with markets, players and consumers constantly shifting position

15. Wikis (e.g., Wikipedia)

16. Mash-up (e.g., iGoogle, RSS feeds etc.)

17. Hosted service (e.g., Google spreadsheets, Ikea bathroom designer)

19. Get to the outsiders Actionable steps Set your goals Identify who your members can be Identify the drivers of the members How technical are they? Where are they already? Choose a platform Start promoting it (not once, but continuously) Set goals and identify members

20. Make outsiders viewers and visiting fans Actionable steps Create valuable content Add value based on the identified drivers Promote your content (continuously) Continue promoting the platform (not once, but continuously) Start solving real world tasks for your members Catch the attention

21. Makepassivemembersactivemembers Actionable steps Provide methods for interaction With you With each other Enable co creation Adapt your processes so you can handle co creation Solve real world tasks for your members Continue promoting the content Continue promoting the platform Interact

22. Makeactivememberspassionatemembers Actionable steps Enable co creation Adapt your processes so you can handle co creation Let them promote the community, content and platform Continue promoting the content Continue promoting the platform Create success

24. Thereis stillan ‘offline’ world, paper butalso email are greatways to promoteyour platform. Do notignore ‘older’ media

25. Building a communitywilltaketime (a vividcommunitycostapproximately9 monthsto build, most enterprisesalready stop after6 months...)

26. Youreallyneed a community manager

27. Leadingbyexampleis the onlyway to build a community

28. Youshouldnotbeafraid to fail

29. Focus is important, notonlyonyour goals, butalsoon the goals of the membersFailing fast and quickly is sometimes of tremendous benefit. Failure can be informative and serve to create longer lasting success; it’s synonymous with risk taking and experimenting. Also, the public is often forgiving of failure if it’s in the execution of a worthy principle.

31. Existing platform

32. Create a new platform

33. Private vs public platformsSharepoint Lotus Connections Almost an endless choice in platforms you can use (intern, extern, public, private)

34. Cases

36. These groups maintained large online presence; operated independently of the company; exchanged and showed creative toy designs and models amongst themselves

38. Other users on the site can buy uploaded designs in the gallery, and will receive both the bricks for the model as well as the building instructions

39. Through the Lego Factory, the company has taken a step further in the evolution of user involvement, building strong brand relationship

40. The initiative has created high levels of awareness and interest with the consumers

41. The initiative has put Lego a step ahead of competition by moving out of closed proprietary content mode and involving fresh ideas from consumers and community for New Product Development

42. Users interested in custom-designing their own Lego models have to download and install the ‘Lego Digital Designer’ –

43. In the designer, the user can drag and drop to create a virtual toy design

44. Once the user has created a design, he can upload the same to the online gallery

47. Their R&D productivity had leveled off, and innovation success rate had stagnated at about 35%, whereas innovation costs were climbing faster than top-line

49. R&D productivity increased by nearly 60%

50. R&D investment as a percentage of sales is down from 4.8% in 2000 to 3.4% in 2006

51. P&G’s average two-month cycle of generating physical prototypes and testing them with consumers has reduced to around 24 to 48 hoursP&G’s 7500+ R&D team work on solutions suggested and with internal communities INNOVATIONS In Areas Of Packaging, Design, Marketing Models, Research Methods, Engineering, Technology, Etc

53. Built on Skinkers information broadcast technology, Ticker is a downloadable, opted-in application that pushes interactive content directly to the desktop

55. In this direction, the company had launched the ‘Beauty Is’ campaign at a global level, which included:

56. A complete revamp of both the global as well as regional websites

57. Regional websites to be a one-stop shop for all aspects of beauty and includes news, lifestyle advice, offers, competitions and video podcasts

59. The Ticker provides constant exposure to Nivea’s globally unified experience with a consistent message across its product range, building customer trust in the brand

60. Post-launch of the ‘Beauty Is’ campaign, the Germany-based company has benefited from high sales in emerging markets such as Eastern Europe, Latin America and AsiaUsers are asked to upload a photo on the site which depicts their idea of what ‘Beauty Is’; the entire collection of photos is also displayed on Ticker

62. Nike+ was born as a multi-channel, multi-sensory marriage of Nike and Apple technologies

64. Delivers increased value to Nike users through a unique way of collaborating

65. Engages current and prospective Nike users with uninterrupted and targeted advertising

66. 20% reduction in ad budgets as Nike is moving towards developing its own media network through such technological endeavorsI II III III II I

68. Examples: Skype, Freenet, Spotify

69. Wikis such as Wikipedia are systems for collaborative publishing. They allow many authors to contribute to an online document or discussion.

71. While banks and financial institutions are usually slow to adopt new technology, that is not the case with RSS adoption.

72. Examples: Federal Reserve use RSS to communicate bank rate changes, Long and Foster’s customers receive mortgage rates via RSS1

73. Mash - ups are aggregations of content from different online sources to create a new serviceo

74. Rather than build customized IT systems with hard-wired integration, Web 2.0 can enable mash-ups of existing Web services and data to do the job at lower cost and effort

75. Large companies often conceal their usage of mash-ups since it provides significant competitive advantage

77. Examples: Libris Kungliga Biblioteket has a blog continuously reporting about news and projects, Pfizer has a CSR (corporate social responsibility) blog

78. Refers to systems that allow members of a specific site to learn about other members skills, talents, knowledge or preferences.

81. Contact details Rick Mans http://twitter.com/rickmans http://www.linkedin.com/in/rickmans