HOW TO GROW YOUR BUSINESS THROUGH MORE COMMUNITY
ENGAGEMENT
Ivo Lukač - @ilukac
www.netgen.hr
@ eZ Partner Conference 2012, Lisbon
ABOUT
eZ Business partner with more than 8 years of experience in the niche
currently 11 employees 60% income grow in 2011
Without new hires (2 new hires only in last 3 month) No classic sales, PR nor marketing No changes from 2010 except in level of engagement In mid 2010 we started to do more engagement:
extensions sharing, blogging, etc.
PART1: ENGAGEMENT
eZ as community driven business needs more engagement to grow
That growth depends highly on us - eZ Systems and eZ partners: to create more buzz to attract new developers to increase knowledge and experience transfer to flatten the steep learning curve to accelerate innovation
Creating value for the future The upcoming reputation system on share.ez.no will measure
some of the community engagement IMO we need 6 levels (“belts”) to rank engagements
YELLOW BELT
PASSIVE
Reading occasionally: ez.no share.ez.no doc.ez.no projects.ez.no
RSS (maybe) Following few twitter or google+
accounts Subscribed to ez newsletter
3 min a day
ORANGE BELT
REACTIVE
Huston, we have a problem?!
asking on share.ez.no forum commenting on blogs commenting on doc.ez.no (?!) and
projects.ez.no nag on twitter or google+
10 min adhoc
GREEN BELT
PROACTIVE - SMALL CONTENT
give answers on forums and blogs regular tweeting, google+, quora, etc. bug reporting small pull requests on github
10 min a day
We want most users on this level at least
BLUE BELT
COMMITMENT - MEDIUM CONTENT
blogging small extension development newsletter bigger pull requests on github
Requires encircling interesting topics or features in your work, extracting it from the context, adopting it for publishing
2 – 16 hours adhoc
“Best buy”
BROWN BELT
THOUGHT LEADER - BIG CONTENT
writing tutorials building medium an complex
extensions (eZ Market maybe) doing screencasts, podcasts, video
materials, books, etc
Due to amount of effort consider a way to get revenue for this effort
Days, weeks or moreNot for everyone
WHY TO DO IT?
For the community?For your self or your company?
What is the ROI?
WHAT IS THE ROI OF YOUR MOTHER?
WHY TO DO IT?
truth is that engagement ROI is really hard to measure as any other marketing or PR ROI
(except direct lead conversion)
WHY TO DO IT?
BUT WAIT: there are still 2 big reasons to do it:
1. you can be your best PR, marketing, sales, CRM - build reputation and credibility in the community and online in general, be honest
2. less obvious - do it for your own team: no more intranet!
combination of both reasons is the best, just one could not be enough
HOW TO DO IT?
use the available tools to save your time (community, social media)
use RSS, twitter search to be up to date give answer to questions where you can do it quickly encircle useful knowhow while doing working, put it in the
“sharing queue” RISK to get overwhelmed with engagement? Solution: reduce it
to one time a day reward employees who do it, pair them if needed ( depending on
preferences) use the language of your market (e.g. we use English) be regular and consistent (be prepared for the long run)
PART 2: WE HAVE AN IDEA
Netgen is going black belt!
And we need your feedback to have the best possible outcome
NETGEN eZ Summer Camp 2012
Sep 2012, CroatiaWednesday-Saturday2 tracks
NETGEN eZ Publish Summer Camp 2012
We need your feedback: a very short survey will be sent out next week
Subscribe to our newsletter on www.netgen.hr
or drop me your business card
Ivo Lukač - @ilukac - [email protected]