Queensland Food & Wine How to Develop On-line Communities

You can download these slides at www.slideshare.net/JTActiveMgmt 1

Building an on-line community

2006 Copyright Active Management & Australian Fitness Network. Active Management – Providing the missing pieces to successful business management.


Today’s Goal:• What is an on-line community?

• The magic community triangle

• Why have an on-line community?

• How to start an on-line community:

• Collect data

• Create engagement

• Give back

• Give them somewhere to go2006 Copyright Active Management & Australian Fitness Network. Active Management – Providing the missing pieces to successful business management.


“Creating a vibrant community is all about creating a critical mass of good minds and spurring them to spark off each other.”

Barry Libert/John SpectorWeAreSmarter.Org


An on-line community is also called:• Customer Community

• Brand Influencer Team

• Fan Club

• Crowd sourced Network

• Brand Wiki Members

• Ambassador Program

• Stakeholder/Developer Forum

• Advisory Panel

• Beta Testing Group

The Magic: “A Community Triangle”• Connects companies/brands with

customers/ prospects/influencers/members

• Connects members with each other

• Connects members with

non-members/prospective members


Why have an on-line community?• Better insight and quicker feedback

• Competitive intelligence/ market needs

• Prepare launches/market introductions

• PR defense and crisis management

• Runaway word of mouth/evangelism

• Reduce customer support costs

• Lead the industry agenda & conversation

• Organisation-wide customer-centricity

• Galvanise employees/vendors

• Superior innovation/solutions

• Favourable grassroots perception

• New distribution/selling/customisation channel


Why have an on-line community?• 91% believe community enables them to give candid feedback

• 89% believe company is truly concerned on what they have to say

• 82% were more likely to recommend the company to others

• 76% felt more positively about the company

• 75% felt more respect for the company

• Members spend 54% more than non-community users

• Community users remain customers 50% longer than non-community users. (AT&T, 2002)

• Community users visit nine times more often than non-community users (McKinsey, 2000)

• Community users have four times as many page views as non-community users (McKinsey, 2000)

• 56% percent of online community members log in once a day or more (Annenberg, 2007)

• Customers report good experiences in forums more than twice as often as they do via calls

or mail. (Jupiter, 2006)


What’s Changed?

ADecade Ago Now

The Web Information Gathering Relationship Building

The Tools 1.0 SearchBroadcast 2.0 Collaboration Dialogue

Openness Suspicion of Brands Openness to Brands

Scalability Limited by budget Viralness

Limited by geography No borders

Positioned products Mass customisation

Key Measure Brand Awareness Brand Word of Mouth

Brand Satisfaction/Equity Brand Participation/Relevance


Decade Ago Now


“Customers trust, rely and act on advice from people they know . . .

• 90% of people trust their spouse, • 82% their friends and • 69% their work colleagues but only…• 27% trust manufacturers/ retailers• 14% trust advertisers and • 8% trust celebrities”

(Henley Centre)


How to start an on-line community



Create Engagement With Your Customers






Give Back


Give Them Somewhere To Go


Nike CEO Mark Parker explained the theme “The Consumer Decides”:

“The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company.

Today, consumers have never held as much power as they do today. They have more choices and more access to those choices. They connect and collaborate with each other over the world. … Clearly, the power has shifted to consumers.

The ability we have to connect with consumers is the single most important competitive advantage in business today.”


You can download these slides at www.slideshare.net/JTActiveMgmt

Justin TamsettB.Ed (Phys & Health Education)

Feel free to contact JT: [email protected] or 0438 015 677

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"What you leave behind is not what is engraved in stone monuments, but what is woven into the lives of others."

Pericles

Queensland Food & Wine How to Develop On-line Communities

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