Metia - Building Buzzing Communities

1. Building Communities Presented by Mark Pinsent, Alex Skelton 08 June 2015 1

2. This is us… 08 June 2015 Alex Skelton @alexdskelton Mark Pinsent @markpinsent

4. Our current client list

5. Personal presentation rule no.1: Use quotations. “Study the past if you are to define the future.” Confucius

6. Com·mu·ni·ty /kəˈmyo͞onədē/ 1. A group of people living in the same place or having a particular characteristic in common. 2. A feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals. Personal presentation rule no.2: Use definitions.

7. Communities are never defined by numbers 08 June 2015 Pop. 1.39bn Pop. 1.35bn

8. Business and community is nothing new.

9. Every business is part of a number of communities Every business has communities attached to it Communities and business Conversations are taking place about and around the business No barriers between customers, employees, suppliers Reality is perception: customer experience is key Today, there are different commonalities between members There is no B2B in community, just P2P

10. Technology means that geography and physical proximity are no longer the primary drivers of communities around business. But many of the same rules still apply.

11. “We cannot seek achievement for ourselves and forget about progress and prosperity for our community... Our ambitions must be broad enough to include the aspirations and needs of others, for their sakes and for our own.” Cesar Chavez, farm worker and civil rights activist

12. “Communication leads to community, that is, to understanding, intimacy and mutual valuing.” Rollo May, psychologist

13. “Plus ca change, plus c’est la meme chose.” Jean-Baptiste Alphonse Karr

14. The explosion in social technologies hasn’t been 100% positive(!) It has created a fallacy, and broad misuse of the term “community”. Most online communities, aren’t. What might look like a community to a business doesn’t feel like one to its members. Fans and followers ≠ community. Communities are only communities if its members talk to each other. An exchange of value is essential. However… 08 June 2015©

15. Different shapes of online brand ‘communities’

16. Company The temptation for companies in communities (often the starting point). Lots of broadcast from the centre, relatively low feedback, limited interaction between members (if any).

17. Company Evolution…company is less central, but still only interaction between the company and individual members.

18. Company The first signs of genuine community activity, as members start to interact with each other. Company’s role is still significant.

19. Company Moving towards the ideal. ‘Power’ members grow into equal (or greater) significance as the company and recruit new members from their own networks.

20. Setting up for success Asking and answering some fundamental questions.

21. Recommended reading

22. 1. Should you? Objectives & Purpose

23. “The things you own end up owning you.” Tyler Durden, Fight Club

24. ActionPlace Practice Interest HybridCircumstance Different types of community © FeverBee

25. Brand communities must serve two purposes (in the correct order) Articulate the community’s statement of purpose and use in its marketing 08 June 2015 Members Business • A unifying interest for the audience • Information, skills, help, networking, career • Aligning to commercial objectives • Insight, ideas, leads, customer service, sales

26. 2. Can you? Getting buy-in & sponsorship

27. The tools and technology might be free…but running a community is anything but. • Essential to build the business value case • What does success look like? • Gain commitment for the long- term, not the next quarter • Don’t be distracted by membership numbers as a measure • Executive sponsorship is great. Executive involvement in the community is better

28. ROI should be measured in the same way as any other business activity… 08 June 2015 Revenue Costs Customer retention Incremental purchases New sales Customer service Marketing R&D Recruitment

29. 3. Where? Location(s)

30. 08 June 2015© 3 Fish where the fish are.

31. 08 June 2015© 3 Before building an aquarium.

32. Individual Company Ownership isn’t an imperative. Whether initially to listen, test content and engage or as an on-going strategy, involvement in existing communities can reap benefits with less commitment.

34. 4. Who and how? Community Management

35. This is what a community manager looks like

36. The Community Manager is the hub of activity. Data is the foundation of the role. A dedicated Community Manager is essential. However, community management is not solely undertaken by the Community Manager. The more successful a community, the more elements of its management are undertaken by its members. 08 June 2015 Community Management Strategy Growth Content Moderation Events & Activities Relationships & Influence Business Integration User Experience © FeverBee

37. 6. Where will your members come from? Recruitment

38. 150 – Dunbar’s number: the number of stable social relationships a person can maintain (between 100 – 250 depending on study) Among adult Facebook users, the average (mean) number of friends is 338, and the median (midpoint) number of friends is 200. In other words, half of all Facebook users have more than 200 friends, and half have less than 200. Small is beautiful

39. Member ‘pipeline’ Visitors Registered Members Participants Regulars Volunteer Managers Via email, social, search, WoM Reduce barriers to registration Welcome, reminders, content Connections, status, events Gold! © FeverBee

40. • The first members of your community will be known to you • Customers, partners, employees • Invite directly and personally. Make it exclusive. Use the early members to define the community’s focus, objectives and content • Don’t chase raw numbers: quality beats quantity and smaller communities are more (inter)active • Encourage members to recruit • Build personal relationships with the most active members • Influencers aren’t always obvious • Actively manage membership: don’t be afraid to shed inactive members Member strategy

41. “Focus on quality of member and level of engagement, not raw numbers. In fact, we pruned a third of our list last year to weed out people who are members but hadn’t engaged in at least a year. We came to the conclusion that if someone didn’t come back after seeing at least 12 e-newsletters and countless alerts on everything from new content and conversations in groups to which they subscribe, they really weren’t interested in being a member.” Alan Alper, senior director of corporate marketing, Cognizant

42. 7. What will you say? Content Strategy and Process

43. Establishing a Process and Rhythm Plan Produce PublishPromote Performance Regular ‘editorial’ planning meetings, business agenda, external input, event calendar, commissioning, etc. Copywriting, design, video, etc. Into community and through other owned channels. Earned and paid media promotion to recruit new members. Web and social analytics

44. • The best content for a community is content about the community • Let members lead you where possible; amplify and participate in their content • Test and analyse in other existing communities • Encourage (healthy) debate • Use data! • Initiate discussions on topics you know are of interest to members • Prompt members to participate • Market the content beyond the community’s walls • Regular email updates and newsletters Content Strategy

45. News Features Guest Columns Discussion Threads Event Reports Customer Stories Q&As Types of content

46. Young et al. found that offline events can increase online community page views by 60.4% and participation by 27.2% Relationships and bonds between members become stronger Solidify and celebrate the community identity Help recruit volunteer managers Create opportunities for content pre-, during- and post-event Bringing the online offline

47. 8. How to evaluate? Measuring Success

48. ROI should be measured in the same way as any other business activity… 08 June 2015© Revenue Costs Customer retention Incremental purchases New sales Customer service Marketing R&D Recruitment

49. Measuring what matters: within the community • Average time in the community • Engagement with content • How many members are actively participating once a week • Members meeting new people who can help them • Whether the debates are positive/constructive or negative/destructive • Members are volunteering to help you out • How many of the discussions are generated by you, and how many by the community • The community is recruiting new members itself • Offline events and real-world meetings

50. Recap

51. To sum up: 7 steps to success • Research • Test • Commit for the long-term • Dedicate resource • Invest in content • Online and offline • Use the data 08 June 2015©

Metia - Building Buzzing Communities

Metia - Building Buzzing Communities

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