BAS 115: Community Development 101

BAS115: Community Development 101

Simon Poulton

Manager of Inbound Marketing

Who am I?

‣ Simon Poulton• Manager of Inbound Marketing

‣ BA Psychology – UCLA• Poulton et al. (2011) To Catch a Liar

‣ Top 25 Social Business Leader

Overview

‣ Why Develop a Community?‣ Benefits‣ A Sense of Community‣ Key Factors

The Laserfiche Community

Exclusivity

Common Interest

Specific Place

Relationships

Communities & SimonA Backstory

MyClass

Facebook

Failure

“Most communities are a waste of time & money.”

- Richard Millington, CEO Feverbee

Richard Millington

McMillan & Chavis (1986)

“A feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members' needs will be met through their commitment to be together.”

- A Sense of Community (1986)

A Sense of Community

Customer Retention

A Sense of Community

Customer Advocacy

“68% of consumers are more likely to adopt a product or feature if it is endorsed by other users.”

- Nielsen, Trust in Advertising, Sep 2014

“84% of people trust recommendations from people they know versus 69% who trust information from a brand website.”

- Nielsen, Trust in Advertising, Sep 2014

A Sense of Community

Knowledge Exchange

A Sense of CommunityA Psychological Approach

ExclusivityDefining the Boundaries of Membership

“[The] sociometer theory suggests that the self-esteem system is an internal, psychological gauge that monitors the degree to which the individual is being included versus excluded by other people”

- Dr. Mark Leary, Sociometer Theory (1995)

Sociometer Theory

Exclusivity

Who’s Awesome?

You’re Awesome!

Rituals & TraditionsCreating Shared Experiences

“Our results suggest that rituals could be put to use to influence a wide variety of desirable behaviors” - Kathleen D. Vohs et al. (2013), Rituals Enhance Consumption

Rituals Enhance

Rituals & Traditions

Rituals & Traditions

Rituals & Traditions

Rituals & Traditions

Rituals & Traditions

Community HomeHome is Where the Heart is

Have a Place

Share Unique Experiences

Real RelationshipsDriving Return on Relations (RoR)

Ravelry

Ravelry – Knitters United

Adam Joinson

‣ “People feel a stronger sense of community when engaging in self-disclosure”

“The communication barriers enforced due to the regulations facing our industry actually helped us grow initially.” - James Sarino, Community Manager, Scottrade

Case Study - Scottrade

Scottrade

Celebrate Small VictoriesMember Appreciation

Find Small Victories

Find Small Victories

A Sense of Community

‣ Exclusivity‣ Rituals & Traditions ‣ Community Home‣ Real Relationships‣ Celebrate Small Victories

Resources

‣ Course survey: www.laserfiche.com/EmpowerSurvey

‣ Let’s connect:‣ Twitter: @SPoulton‣ LinkedIn: www.linkedin.com/in/smpoulton‣ Email: [email protected]