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CC2009 Lois Kelly

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Why communities are forever changing How we work, live, advocate, buy & believe Lois Kelly March 31, 2009
Stories Stats: Tribalization of Business Study Successes “ Social” business planning
1992: AOL miscarriage community (simple message boards) June 1995: success!
1998: entrepreneur, consulting community (forums)
2001: “Save the bridge” community
What the community accomplished!
[object Object],[object Object],[object Object],2005 Easy-to-use, inexpensive platform is “tipping point”
2009: platform, culture of participation Employees, customers all have power to behave how they’re hardwired to behave: humanly, tribally.
GREATEST CHALLENGES: PARTICIPATION, INTEREST Early results 2009 Tribalization of Business Study
WHAT MAKES COMMUNITIES SUCCESSFUL ,[object Object],[object Object],[object Object],“ People eagerly engage when they want something to improve. Seth Godin, Tribes
..TRUST ESPECIALLY IMPORTANT IN DENMARK
FEATURES THAT MAKE COMMUNITIES EFFECTIVE Early results 2009 Tribalization of Business Study
Early results 2009 Tribalization of Business Study 1 2 3 4 5 VALUE OF COMMUNITIES TO BUSINESS, NON-PROFITS
SUCCESS: UNEXPECTED VALUE OF COMMUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Early results 2009 Tribalization of Business Study
SOCIAL BUSINESS PLANNING
1. Why are we doing this? 2. How will people benefit? 3. Do they care enough? 4. What do we expect to get? 5. How will we measure? Ask 5 simple questions
BE CUSTOMER-CENTRIC VS. PRODUCT-CENTRIC Two communities for small businesses: Do you want to talk about finance, marketing, management or office products?
FOCUS ON BEHAVIORAL TRIBES VS. DEMOGRAPHIC SEGMENTS Scrapbooking Mothers
THINK NETWORKS VS. CHANNELS Research results: IBM Employee Network Connecting Campaigning Climbing
MEASURE AGAINST BUSINESS PURPOSE… New product ideas? Earn customer confidence? Reduce customer service costs? Awareness in category? Reduce training, education costs? Change perceptions? Get votes, get sales? … AND DESIGN FOR BUSINESS PURPOSE
“ Communities can be a huge time suck. You need to determine if the investment in the hard costs and the soft costs (time, etc) are worth the results that you hope to gain. Many are just winging it and hoping to see a lift.” Is the juice worth the squeeze?
Do you need more “social” but not a community? Customer Reviews: Panasonic.com
ARE YOU USING OTHER SOCIAL STRATEGIES? moderate low Tagging high moderate Social “mediafying” content moderate low/moderate Monitoring moderate low Twitter moderate low Ecosystem mapping Moderate/high Moderate/high Communities Moderate/high Moderate/high moderate/high moderate low low Business Value Moderate/high Webstorming moderate Ambassadors moderate Blogging up level moderate YouTube low Badges, widgets low Social sharing sites Cost, Complexity
LEARN FROM UNION ORGANIZERS ,[object Object],[object Object],[object Object],[object Object]
Resources Blogs: www.foghound.com www.beelinelabs.com www.emergencemarketing.com Email: lkelly@beelinelabs.com

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CC2009 Lois Kelly

  • 1. Why communities are forever changing How we work, live, advocate, buy & believe Lois Kelly March 31, 2009
  • 2. Stories Stats: Tribalization of Business Study Successes “ Social” business planning
  • 3. 1992: AOL miscarriage community (simple message boards) June 1995: success!
  • 4. 1998: entrepreneur, consulting community (forums)
  • 5. 2001: “Save the bridge” community
  • 6. What the community accomplished!
  • 7.
  • 8. 2009: platform, culture of participation Employees, customers all have power to behave how they’re hardwired to behave: humanly, tribally.
  • 9. GREATEST CHALLENGES: PARTICIPATION, INTEREST Early results 2009 Tribalization of Business Study
  • 10.
  • 12. FEATURES THAT MAKE COMMUNITIES EFFECTIVE Early results 2009 Tribalization of Business Study
  • 13. Early results 2009 Tribalization of Business Study 1 2 3 4 5 VALUE OF COMMUNITIES TO BUSINESS, NON-PROFITS
  • 14.
  • 16. 1. Why are we doing this? 2. How will people benefit? 3. Do they care enough? 4. What do we expect to get? 5. How will we measure? Ask 5 simple questions
  • 17. BE CUSTOMER-CENTRIC VS. PRODUCT-CENTRIC Two communities for small businesses: Do you want to talk about finance, marketing, management or office products?
  • 18. FOCUS ON BEHAVIORAL TRIBES VS. DEMOGRAPHIC SEGMENTS Scrapbooking Mothers
  • 19. THINK NETWORKS VS. CHANNELS Research results: IBM Employee Network Connecting Campaigning Climbing
  • 20. MEASURE AGAINST BUSINESS PURPOSE… New product ideas? Earn customer confidence? Reduce customer service costs? Awareness in category? Reduce training, education costs? Change perceptions? Get votes, get sales? … AND DESIGN FOR BUSINESS PURPOSE
  • 21. “ Communities can be a huge time suck. You need to determine if the investment in the hard costs and the soft costs (time, etc) are worth the results that you hope to gain. Many are just winging it and hoping to see a lift.” Is the juice worth the squeeze?
  • 22. Do you need more “social” but not a community? Customer Reviews: Panasonic.com
  • 23. ARE YOU USING OTHER SOCIAL STRATEGIES? moderate low Tagging high moderate Social “mediafying” content moderate low/moderate Monitoring moderate low Twitter moderate low Ecosystem mapping Moderate/high Moderate/high Communities Moderate/high Moderate/high moderate/high moderate low low Business Value Moderate/high Webstorming moderate Ambassadors moderate Blogging up level moderate YouTube low Badges, widgets low Social sharing sites Cost, Complexity
  • 24.
  • 25. Resources Blogs: www.foghound.com www.beelinelabs.com www.emergencemarketing.com Email: lkelly@beelinelabs.com