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Community Engagement Fundamentals

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Ted Shelton
Ted Shelton

Community Engagement Fundamentals presentation at Social Fresh Charlotte 2010 -- presented Open-First case study on how we developed the ThinkFood cookbook with brain fitness software company Posit-Science, creating a successful engagement for the company with food bloggers and a community of people interested in health and brain fitness.

1 of 26
building the open enterprise Community Engagement Foundations August 16 th , 2010 Charlotte North Carolina
“ Building the open enterprise” Social Cloud Mobile DATA Analysis
Be open first ! Markets Partners Employees
What do we mean by COMMUNITY?
1) membership, 2) influence, 3) integration and fulfillment of needs, and 4) shared emotional connection. McMillan, D.W., & Chavis, D.M. 1986. "Sense of community: A definition and theory,"
 
 
Types of Community
COMMUNITY CASE STUDY The ThinkFood Cookbook Project 2010
Question: Can a software company connect with a community in a meaningful way? Our client, Posit Science, wanted to increase awareness of the topics of “ brain fitness ” and “ brain training ” amongst a broader demographic of potential software purchasers.
 
 
Strategy ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],Research (P.H.A.M.E.)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research (P.H.A.M.E.)
Key learning
“ We’re reluctant to give away the fruits of our labor without some sort of compensation. Surely, you do not work for free? -800 monthly readers “ This sounds interesting and like something I’d definitely want to be apart of” -15,000 monthly readers The higher the monthly readership, the more interested the bloggers were The lower the monthly readership, the less interested the bloggers were “ Thanks for contacting me. I like the idea of ThinkFood, fun! Send the the info for it, sounds very interesting!” -22,000 monthly readers “ You want us to provide you with free content in exchange for exposure? Do *you* work for free? No thanks.” -Readership not available (blog too small) “ Thank you for your invitation to participate. I reviewed the information and unfortunately, I can't participate. It's not for a lack of interest but rather a lack of time. Aargh!” -30,000 monthly readers
Engagement ,[object Object],[object Object],[object Object],[object Object]
‘ Recipe of the Week’ e-newsletter Personalized recipe tip Featured name, bio, and links to their blog and various social pages like Twitter and Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],Unique Recipe
Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
This worked because… ,[object Object],[object Object],[object Object],[object Object]
Client Coaching ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Other examples…
 
Movie Fans Television Fans Book Fans Blair Underwood Actor, Author, and Activist Causes Facebook: 15,484 fans Twitter: 16,885 fans
[email_address] @tshelton http://open-first.com

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Community Engagement Fundamentals

  • 1. building the open enterprise Community Engagement Foundations August 16 th , 2010 Charlotte North Carolina
  • 2. “ Building the open enterprise” Social Cloud Mobile DATA Analysis
  • 3. Be open first ! Markets Partners Employees
  • 4. What do we mean by COMMUNITY?
  • 5. 1) membership, 2) influence, 3) integration and fulfillment of needs, and 4) shared emotional connection. McMillan, D.W., & Chavis, D.M. 1986. "Sense of community: A definition and theory,"
  • 6.  
  • 7.  
  • 9. COMMUNITY CASE STUDY The ThinkFood Cookbook Project 2010
  • 10. Question: Can a software company connect with a community in a meaningful way? Our client, Posit Science, wanted to increase awareness of the topics of “ brain fitness ” and “ brain training ” amongst a broader demographic of potential software purchasers.
  • 11.  
  • 12.  
  • 13.
  • 14.
  • 15.
  • 17. “ We’re reluctant to give away the fruits of our labor without some sort of compensation. Surely, you do not work for free? -800 monthly readers “ This sounds interesting and like something I’d definitely want to be apart of” -15,000 monthly readers The higher the monthly readership, the more interested the bloggers were The lower the monthly readership, the less interested the bloggers were “ Thanks for contacting me. I like the idea of ThinkFood, fun! Send the the info for it, sounds very interesting!” -22,000 monthly readers “ You want us to provide you with free content in exchange for exposure? Do *you* work for free? No thanks.” -Readership not available (blog too small) “ Thank you for your invitation to participate. I reviewed the information and unfortunately, I can't participate. It's not for a lack of interest but rather a lack of time. Aargh!” -30,000 monthly readers
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 24.  
  • 25. Movie Fans Television Fans Book Fans Blair Underwood Actor, Author, and Activist Causes Facebook: 15,484 fans Twitter: 16,885 fans