1. A community is a group of people who interact and share certain things as a group,
including intent, belief, resources, preferences, needs, risks and a number of other
conditions that may be present and common, and affect the identity of the
participants and their degree of adhesion. – Wikipedia
DIGITAL COMMUNITY

2. INTERNATIONAL: We work at a distance, we don’t see each other in-person
Social aggregations that emerge from the [Internet] when enough people carry on
those public discussions long enough, with sufficient human feeling, to form webs of
personal relationships in cyberspace. – The Virtual Community, Howard Rheingold
LOCAL: We work with our neighbours next door we don’t see each other in- person

3. 82% were more likely to
recommend the company
to others
91% believe community
enables them to give
candid feedback
76% felt more positively
about the company
We believe in digital community
Community users remain
customers 50% longer
than non-community Customers report good
users. - AT&T, 2002 experiences in forums
more than twice as often
as they do via calls or
mail. - Jupiter, 2006
56% percent of online
community members log in
once a day or more. –
Annenberg, 2007

4. We belong to digital world…..
A virtual community, is a group of people that primarily interact via communication
media such as newsletters, telephone, email, internet social network service or instant
messages rather than face to face, for social, professional, educational or other
purposes. – Wikipedia
…… We don’t appreciate geography.

5. All communities have in common;
Nature Interest Behaviour Believe Trust Reciprocity Tolerance
"Over and over again, connecting people with one another is what lasts online. Some
folks thought it was about technology, but it's not.“ – Seth Godin

6. Why build a community?
Communities create value
Companies learn from communities
Users recommend communities
Communities build barriers to entry
Community is new media

7. Community adoption process
Passive Broadcast & Useful Building Online
Awareness Registration
Observation Review Participation Relationships Collaboration

8. Pillars of community development
1 2 3 4
Objectives People Strategy Technology
Decide what you want to Understand the Plan to establish Community can be
accomplish customers requirement connect with customer. developed on existing
social media network –
decide which social
network to use
What is ROI of the Assess your customers’ Plan to change with Community can be
community Social Technographic changing customer developed and owned. –
profile requirements. decide which social
technologies to use
The four step approach to the groundswell

9. Types of community
Community of practice Community of interest Community of purpose Community of event
Share a profession Share one common Share an objective Share a event
interest.
The community for the The community The community around
HR, marketing, finance The sports community or development for save live shows, and brand
professional. entertainment earth, green market. promotion.
community.
Online community provides a meeting place where input from the users is of primary value, content and services are secondary

10. Life process of successful community

11. Measuring Community Health
Growth After an initial surge of registrations,
membership should continue to grow
steadily.
It can be increased with controversial Energy Content A steady infusion of useful content is
posts, unique social media content, essential to the health of a
and online contests. community.
The speed with which community Velocity Traffic traffic in a community is one of the
members respond to each other’s most frequently cited metrics for
posts is critical. community health.
Interactivity Interaction between participants is
one of the key reasons that online
communities exist.
Concepts described in “Community Health Index for Online Communities” posted by Lithium Technologies

12. Technology Platforms

13. Case study
Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/

14. Case study
Nike+ started a online running club
75m active community members
94% agrees to recommend Nike+
40% that didn’t own a Nike+ product ended up buying