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Capturing CommunityHow to build, manage and market Marketing/ Sales C A PTUR I NG CO M Myour community online NIT Y How to U Build, M C A P TU anage a By Mich nd Mark ael Silve et Your Founder rman Online C ommun RIN G C &CEO Duo Consulti ng ity O MM Online c ommun your targ ities bre ak throu U NIT Y et mark gh the m entrepre et on a edia clu neurs c persona tter and an use l level. M engage create lo them to arketers ng-term drive us , manag online c value on er-gene ers, and ommun line. Wh rated co become ities cre en align ntent an s a tang ate a ve ed with d ible bus nue for your org iness as audienc anizatio set. e intera n, ction th at In Captu ri gives yo ng Community, u D online c the tools and te uo Consulting ommun CEO Mic wisdom ities. Dra chniques requ hael Sil of leadin wing fro ire ve g social m his ye d to create pow rman BY MIC ars of e e media m arketers xperienc rful , Micha ea in onlin el show nd the e comm s you: unities. E L SIL HA online c ommun ity. success . V E RM A N the com m promoti unity, from tec onal cha hnology nnels. toby Michael SilvermanCEO Duo Consultingmsilverman@duoconsulting.com

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About.me.com

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Blog

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Social NetworkFacebook continues to fallflat in encouraging business-to-business communicationand professional growth.

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CommunityCommunities connect around acommon interestParticipants offer opinions,insights, and passionsBridging social capital is“making friends with astranger.”

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Social vs. CommunityMore community vs. individual-focusLess “noise” in the communityAnd more opportunities to meet others in your field

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AssociationsPeople united around a common purposeA place to continue the conversation, promote in-person events, build helpful content for members.Opportunities for entrepreneurs

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Community TypesLocationActivity-basedDemographicGoal-orientedBrand-sponsored

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Demographics

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Goal Oriented

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Amex Open Forum

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PurposeAccurately reflect your identityBe inspirational - engage youraudienceProvide a venue for influencersBuild relationships

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Built In Chicago is a resource for ‘digital professionalsworking to build great web and mobile businesses.Our mission is to connect, educate and promote thegrowing digital community in Chicago.

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BrandDefine a purpose for your communityReflect that purpose throughyour brandUnderstand your audienceGo narrow - Stay focusedStand for something

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Authenticity Nobody wants to interact with a personality-less corporate drone - they join for real, personal interaction Demonstrate the value for members who take part in the conversation Introduce topics and incentives that engage the community

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Community Platform

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Tech Support User-Communites that provide tech support can be of tremendous benefit to companies

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Symantec Connect

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Start Me Up Seed your community with members and content Seeding revolves around people, like everything else that makes a community successful

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Viewpoints

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Get People Talking Conversations are central to an online community Goal is to facilitate member communication Easy to share

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Incentivize Interaction First you understand your member’s motivations Then provide incentives and create barriers to entry

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Publications Trade rags have traditionally focused on creating editorial content is the number one job For community managers, it should never take precedence over the conversation

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SEOCome for the content, stay for thecommunityCreate high-value, compellingcontentPut interests of the communityabove that of editorialEnd with questions to open thediscussion

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AudienceThe people that powerthe website.SpectatorsCriticsCreators

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Social GraphCentral location forpersonal informationSimplify use - provide a“test run”Company profiles =Fan PagesFind your socialconnections (social graph).Login with Facebook,Twitter or LinkedIn

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Incentive Systems

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Getting Started Your job is to act as a catalyst Encourage engagement, recruit members and organize groups Shape your community - but let it define itself Stand back and listen - Get people talking

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Catalysts Catalysts are ‘action elements that encourage interaction from members. Catalysts benefit the community as a whole.

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Best PracticesCreate an enticing environment makesmembers want to come back for more.Focus on what members want. Yourhomepage should include the freshest,most up-to-date content.Photos and video are strong elements of engagementfor your community.Encourage visitors to sign up for an account in stages

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Monitization Advertising, Sponsorships & Partnerships Premium Content & Merchandise Brokering & Commissions Personal Opportunities

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Take-AwaysSomeone’s gonna do it - might as wellbe youFacilitate the conversation to make ithappenKnow your audience & buildrelationshipsLet the community define itself

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msilverman@duoconsulting.comMSilvermanDuo - 312-529-3000 20 W Kinzie, Suite 1510Chicago, 60654 - 312-529-3000