How to establish and grow an online community that delivers ROI

Seeding  and  running  a  successful  

ONLINE  COMMUNITY  FOR  YOUR  SUPPORTERS  

Seeding  &  running  a  successful  ONLINE  COMMUNITY  FOR  YOUR  SUPPORTERS  

1.  What  is  online  community?  

2.  Se5ng  a  solid  founda9on:  objec9ves  and  strategy  

3.  Top  9ps  for  online  community  management  

4.  What  success  looks  like  

What  is  

ONLINE  COMMUNITY?  

COMMUNITY:  A  specific  group  of  people  who  have  developed  rela9onships  around  a  strong  common  interest.    

PEOPLE  create  COMMUNITY  Defini&on  derived  from  the  Journal  of  Web  Based  Communi&es.  

SOCIAL  NETWORKS:  Web-­‐based  services  that  allow  individuals  to  construct  a  profile  within  a  bounded  system  and  ar9culate  a  list  of  other  users  with  whom  they  share  a  connec9on.  

NETWORKS  are  created  around  PEOPLE  Journal  of  Computer-­‐mediated  communica&on  –  Danah  Boyd  –  2007  

Setting  a    

SOLID  FOUNDATION  

Set  a  goal  at  the  outset  

Image:  TheBo/Wikipedia  

S.M.A.R.T  

Proven  online  community  objectives    1.  Increase  customer  loyalty  

2.  Customer  support:  improve  quality,  decrease  cost  

3.  Repeat  custom/customer  reten9on  

4.  Idea  genera9on  

5.  Recrui9ng:  improve  quality,  decrease  cost  

6.  Reduced  marke9ng  costs  

7.  Research  &  development  feedback  

8.  Fundraising  opportuni9es  (sales  for  commercial  organisa9ons)  

9.  Decreased  staff  turnover  (internal)  

10.  Increased  produc9vity  and  collabora9on  (internal)  

Adapted  from  Feverbee  Community  Management  Course  

STRATEGY  

WHY?   WHO?  

WHAT?  

WHERE?  

HOW?  WHEN?  

Top  tips  for  great  

GREAT  COMMUNITY  MANAGEMENT  

Objective  +  strategy…      NOW  WHAT?  

www.feverbee.com  

COMMUNITY  LIFECYCLE  

Empower  your  advocates  

Image:  ladytaz/Flickr  

Balance  reacAve  &  proacAve  tasks  

The  best  content  for  the  community  is  content  by  the  community  

It’s  not  about  YOU  it’s  about  THEM  

 Pareto  Principle  

Content  =  THEM:YOU  |  80:20  

KNOW  YOUR  AUDIENCE  

Motivators  for  participation:  1.  Reputa9on  2.  Efficacy  3.  Altruism  

4.  An9cipated  reciprocity  5.  Sense  of  belonging  6.  Emo9onal  connec9ons  

The  Economies  of  Online  Coopera&on,  Peter  Kollock  

What  does  

SUCCESS  look  like?  

WHAT  DOES  SUCCESS  LOOK  LIKE?  1.  Interac9on  between  members  2.  Returning  members  3.  Sense  of  belonging  

 Don’t  fall  into  the  trap  of  ge5ng  lost  in  the  number.  

Data  +  anecdotal  evidence  +  member  feedback  +  surveys  =  INSIGHTS  =  COMMUNITY  SUCCESS    

BEWARE  THE  MATRIX!  

hfp://quiip.com.au/nonprofit/  

•  Complete  our  10  minute  survey  to  order  a  complimentary,  bespoke  report  on  the  health  of  your  online  community  and  social  media  ac9vi9es