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Dawn Foster                        Fast Wonder Consulting

05/22/09      FastWonderBlog.com                       1
What is this thing we call community?




                In Person Community Activities

05/22/09               FastWonderBlog.com        2
What is this thing we call community?




                Social Media / Social Networking

05/22/09                FastWonderBlog.com         3
What is this thing we call community?




               Corporate / Customer Communities

05/22/09                FastWonderBlog.com        4
What is this thing we call community?




                   Virtual Communities

05/22/09             FastWonderBlog.com       5
Why Do People Participate?
                       Social                                 Status &
                                            Fun              Recognition
      Passion                    Gift
                                Culture                Financial
                      Work
                                         Career
   Develop                                                         Learning
                                      Advancement
    Skills


           ●   Motivation is complex (multiple influences)
           ●   If people aren't motivated, they won't participate
           ●   Promotion must take motivation into account



05/22/09                          FastWonderBlog.com                          6
Why Companies Participate in Communities
 ●   People: gives people a place to engage with
     your company
 ●   Product Innovation: get product feedback
 ●   Collaboration: work together to solve issues
     or come up with new ideas
 ●   Evangelism: help you grow evangelists for
     your products from outside of your company
 ●   Brand Loyalty: engagement
     can drive a tremendous
     amount of loyalty
     for your products
                              http://www.flickr.com/photos/kimtimnashville/58797765/
05/22/09              FastWonderBlog.com                                      7
Guiding Principles: It's All About the People
●   Focus on the individuals: Participate as a person, not
    a corporate entity
●   Be Sincere: Sincerity = believability & credibility
●   Not all about you: Community is about conversation,
    which is by definition two-way
●   Be a Part of the Community: Don't try to control it
●   Everyone’s a Peer:
    You are not the expert;
    knowledge comes from
    everywhere



05/22/09                  FastWonderBlog.com                 8
Building Your Online Community Strategy?
Clear Purpose / Goals are Key
 ●   Do you need to build new or can you join an
     existing community?
 ●   What do you hope to accomplish and what are
     your goals for the community?
 ●   What is your overall strategy and how does the
     community fit with it?
 ●   What are your plans for achieving your goals
     and how will you measure it?
 ●   Do you have the resources (people & $) to
     maintain it long-term?
             Answer these questions before you start

05/22/09                 FastWonderBlog.com            9
Community Ownership
           “You may own the software, but the
                 community owns itself.”

                                   --Clay Shirky


       ●   The community quot;ownsquot; the community
       ●   A company who starts a community:
           –   owns the infrastructure
           –   facilitates the discussions
           –   moderates and keeps people in check
       ●   If the company doesn't play nice with the community,
           the community will take discussions elsewhere
       ●   Like hosting a party
05/22/09                       FastWonderBlog.com           10
Play Nice
                                quot;I'm the Lorax who speaks for
                                 the trees which you seem to
                                  be chopping as fast as you
                                            please.

                                NOW...thanks to your hacking
                                my trees to the ground, there's
                                not enough Truffula Fruit to go
                                            'round.
Translation:
   Play Nice: Be polite and    And my poor Bar-bar-loots are
                                  all getting the crummies
   respectful in your
                               because they have gas, and no
   interactions with other        food in their tummies!quot;
   members
 05/22/09               FastWonderBlog.com                  11
Where and How NOT to Participate
 ●   Do not participate on
     competitor's sites
     (considered slimy &
     bad manners)
 ●   Do not participate in
     communities solely to
     pimp your products.
                                http://www.flickr.com/photos/victoriafee/2740896609
 ●   Do not mention your
     products in every post.
     Talk about the industry first
     & your products second

05/22/09                        FastWonderBlog.com                            12
How to Participate ...
Listen First: Understand the Norms
 ●   Each site has it's own norms
      –    Language and terminology
      –    Acceptable behavior
 ●   Participate gently at first
      –    Pick one site to start
      –    Spend more time listening              http://www.flickr.com/photos/niclindh/1389750548


      –    Take the time to understand how people participate
      –    Participate with an individual account first
      –    Engage in additional sites as you get comfortable
      –    Begin participating for your organization
05/22/09                     FastWonderBlog.com                                           13
People are Watching You


“My eyes see.
  His eyes see.
    I see him.
       And he sees me.

And so we say,             Translation:
   “Hooray for eyes!         People see everything
Hooray, hooray, hooray...    you do in the community.
            ... for eyes!”   Be a good example of
                                      the “right” behavior.

 05/22/09            FastWonderBlog.com                       14
Twitter
●    Short messages (140 characters)
       –   Talk about interesting things, engage in
           conversations, and interact with others
       –   Be careful how often you promote your work
           (blog posts, community discussions, etc.)
       –   Not all about you
●    Following:
       –   You follow people to receive their messages
       –   People follow you to receive your messages
       –   Only as interesting as the people you follow.

    05/22/09                   FastWonderBlog.com          15
Twitter Best Practices
 ●   Know what people are saying about you
 ●   Respond frequently and sincerely
 ●   Follow back where appropriate
 ●   Have a personality
 ●   Variety is important
What to Avoid
               ●   Don't be a link spam account
               ●   Don't go overboard with messages
               ●   Don't be self-promotional
               ●   Don't use direct messages to promote anything
               ●   Don't proactively follow too many people

05/22/09                     FastWonderBlog.com                    16
Facebook
 ●   Personal Profiles (private)
      –    For real people
      –    Not for your company
 ●   Pages (public)
      –    Used for products / companies / organizations
      –    Fans, not friends (anyone can view a page)
 ●   Groups
      –    Often used to collaborate or organize
      –    People become members of the group
 ●   Applications
05/22/09                     FastWonderBlog.com            17
Should You Have a Corporate Blog?
 ●   Can you commit to at least one post per week?
 ●   Do you have people who have interesting
     things to say and with good writing skills?
 ●   Can someone manage the process and make
     sure that the blog never gets neglected?
 ●   Tips for making it easier
      –    Group blogs with many
           authors (not just execs)
      –    Short posts are great
      –    Manage the process and
           have a content roadmap
05/22/09                    FastWonderBlog.com     18
Blogging Best Practices
 ●   Be a thought leader in your industry
 ●   Talk about ideas, passions, industry trends
 ●   Be conversational. Personal posts are interesting
 ●   Manage your content roadmap for variety
 ●   Make it fun!
 ●   Avoid:
      –    Do not focus on product updates
      –    Do not regurgitate press releases
      –    Do not sound like a corporate drone

05/22/09                    FastWonderBlog.com     19
Make it Fun
                             Why do you sit there like that?
                                   I know it is wet.
                              And the sun is not sunny.
                             But we can have lots of good
                                  fun that is funny!

                              I know some good games we
                                         could play.
                                 I know some new tricks.
                                 I will show them to you.
Translation:                   Your mother will not mind at
                                         all if I do.
  Have fun! Lighten it up
  occasionally!
 05/22/09               FastWonderBlog.com               20
Monitoring
 ●   Social media is about conversations – you need
     to know what people are saying
 ●   Know what people say about you, your industry,
     your competitors: critical element of community
     management, blogging, and social media
 ●   Information can be used as ideas for blog posts,
     marketing messages, competitive analysis, etc.
 ●   Become more responsive to feedback by
     proactively monitoring conversations


05/22/09              FastWonderBlog.com           21
Community Managers Help Ensure Success

  “Jobs of the future, #1: Online                  What Skills do we need?
     Community Organizer
                                                      –     Patience
... If you were great at this, I'd imagine you'd
never ever have trouble finding good work.”
                                                      –     Networking
                                 --Seth Godin
                                                      –     Communication
What do we do?                                        –     Facilitation
   –   Ongoing Facilitation                           –     Technical Skills
   –   Monitoring Conversations                       –     Marketing
   –   Content Creation / Mgmt                        –     Self-Motivation
   –   Evangelism                                     –     Workaholic Tendencies
   –   Community Evolution                            –     Organization
05/22/09                               FastWonderBlog.com                      22
Incorporate into Existing Efforts
    ●      Look at your overall corporate business strategy
    ●      Find the places where community fits in
    ●      Articulate a clear purpose for the community
    ●      Use social media to further grow your
           community
    ●      Use the right tools
           and technology to
           achieve your goals




05/22/09                   FastWonderBlog.com           23
Be Flexible

                               Never budge!
                                    That's my rule.
                                          Never budge
                                               in the least!

                                    Not an inch to the west!
                                    Not an inch to the east!

Translation:                      I'll stay here, not budging!
                                          I can and I will
   Be flexible.
   Improvements and ideas      If it makes you and me and the
   come from unexpected              whole world stand still.
   places.
 05/22/09             FastWonderBlog.com                       24
Q&A
Companies and Communities Book
●     Signing copies after my presentation
●     http://fastwonderblog.com/eBook

Additional Resources:
●     Monitoring with Yahoo Pipes Training


About Dawn:
●     Online Community Consultant
●     http://fastwonderblog.com/consulting
●     Dawn@FastWonder.com
●     @geekygirldawn on Twitter
    05/22/09                  FastWonderBlog.com   25
Backup Materials




05/22/09            FastWonderBlog.com   26
What Makes a Community Work?
    ●      Open, inclusive and transparent
    ●      A company who listens (to good and bad)
    ●      Actively engaged in the community
    ●      Encouraging new members
    ●      Making it easy for people to participate
    ●      Integration into other relevant areas of the site
    ●      Responding to criticism (never deleting
           negative comments)




05/22/09                    FastWonderBlog.com             27
Companies with Communities to Avoid
       ●   Community is lip service, not a serious
           endeavor
       ●   Pushing marketing messages takes
           precedence over 2-way collaboration
       ●   Community software / configuration /
           policies that get in the way of collaboration
       ●   Neglected communities where no one in
           the company monitors or responds




05/22/09                  FastWonderBlog.com               28
No Community is Perfect
       ●   Things will go wrong
           –   Your community software will have bugs
           –   Someone will get defensive or irate
           –   Companies have PR nightmares (remember Pentium floating
               pt issue?)
       ●   In great communities, the company
           responds effectively
           –   Addresses the issue and works to resolve it quickly
           –   Keeps the focus on summarizing and fixing, instead of blaming
               and justifying
           –   Maintains open communication channels




05/22/09                          FastWonderBlog.com                           29
Reputation Systems
 ●   The Good                              ●   The Practical
      –    People like points &                –     Transparency
           recognition                         –     Members award points
      –    Encourages                          –     Adjust over time
           participation
      –    Highlight and reward
           key members
 ●   The Bad
      –    They will game it!
      –    Does this make it
           worthless?
05/22/09                        FastWonderBlog.com                      30
Participate Where it Makes Sense
       ●   Your own community
       ●   Related communities where your audience is
           already participating
       ●   Blogging (personal and corporate)
       ●   Audio & video (YouTube/Vimeo/BlipTv)
       ●   Twitter
       ●   Facebook
       ●   Many others




05/22/09                FastWonderBlog.com          31
Community Structures and Adoption
       ●   Emergent
           –   Pros: Easy to implement, User buy-in, Unanticipated
               structure
           –   Cons: Writer's block, Off-topic
       ●   Highly Structured
           –   Pros: Control, Clear expectations
           –   Cons: Restrictive, Inflexible, Community resistance,
               Structure that doesn't work for community
       ●   Adaptive
           –   Pros: User buy-in, Some control, Evolve in unanticipated
               positive directions
           –   Cons: Less Control, User traction required

05/22/09                        FastWonderBlog.com                    32
Traditional Promotion (Customers)
       ●   Use your existing promotional vehicles to
           reach your customers
       ●   Tell them about your community efforts
       ●   Share your strategy & purpose with them
       ●   Incentivize them to join & participate
       ●   With any new community, run a limited beta
           for customers. Get their feedback and let
           them help promote it to others




05/22/09                 FastWonderBlog.com             33
Social Media Engagement
       ●   Augment traditional community efforts with
           social media
       ●   Blog about your community efforts on
           company & personal blogs (make sure your
           blogs are listed)
       ●   Use Audio / Video to share information
           relevant to your community. Host it on popular
           sites (YouTube, etc.) and embed it in your
           community
       ●   Talk about what you are doing on Twitter,
           Facebook, and other social sites

05/22/09                 FastWonderBlog.com            34
On Domain or Off Domain: Strategic Decision
       ●   YourCompany.com
            – More focus on your products
            – Clarity about who facilitates the community
            – Authority source for product info (features, etc.)


       ●   Off-Domain (YourIndustry.com, etc.)
            – Focus on a segment or industry
            – Accept discussions about competitors
            – Possibly better perception of neutrality
            – Slightly less authority about your products




05/22/09                    FastWonderBlog.com                     35
Flickr: Community Done Well
       ●   Clear and simple guidelines (ex. Don’t be
           creepy. You know the guy. Don't be that guy.)
       ●   Easy to use and intuitive to participate
           (comments, favorites, tags, notes)
       ●   Transparency about people (profile, favorites,
           groups, etc.)
       ●   Private, public
       ●   Little things: Comments you've made




05/22/09                 FastWonderBlog.com            36
Dealing with the Difficult
       ●   Negative Comments: Do not delete negative
           feedback. Respond constructively
       ●   Spammers: Put aggressive measures in
           place to deal with spam
       ●   Pain in the ***s: Put them to work if possible




05/22/09                 FastWonderBlog.com            37
Don't Feed the Trolls


                                “oh-oh!” Sally said.
                                  Don't you talk to that cat.
                                     That cat is a bad one,
                                        That Cat in the Hat.


                                   He plays lots of bad tricks.
Translation:                      Don't you let him come near.
                                     You know what he did
   Don't encourage the
                                  The last time he was here.”
   trolls. They want
   attention. Resist the urge
   to give it to them!
 05/22/09                FastWonderBlog.com                     38
Promotion
       ●   Use existing promotional vehicles to reach
           your customers
       ●   With any new community, run a limited beta
           for customers. Get their feedback and let
           them help promote it to others
       ●   Augment traditional community efforts with
           social media: corporate & personal blogs,
           audio, video, Twitter, Facebook, etc.
       ●   Incentivize people to join & participate



05/22/09                 FastWonderBlog.com             39
Promotional No-No’s
       ●   Do not use your community to sell anything
           –   Use your community to get people excited about
               your products
           –   If you get people excited, they will figure out how
               to buy it.
       ●   Do not promote your community on
           competitor's sites (slimy)
       ●   Do not use social media (twitter, facebook,
           blogs, etc.) with the sole purpose of pimping
           –   Talk about your ideas, thoughts, and products
               with a personal spin (what YOU are doing)


05/22/09                     FastWonderBlog.com                 40

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Companies and Communities: Participating without being sleazy

  • 1. Dawn Foster Fast Wonder Consulting 05/22/09 FastWonderBlog.com 1
  • 2. What is this thing we call community? In Person Community Activities 05/22/09 FastWonderBlog.com 2
  • 3. What is this thing we call community? Social Media / Social Networking 05/22/09 FastWonderBlog.com 3
  • 4. What is this thing we call community? Corporate / Customer Communities 05/22/09 FastWonderBlog.com 4
  • 5. What is this thing we call community? Virtual Communities 05/22/09 FastWonderBlog.com 5
  • 6. Why Do People Participate? Social Status & Fun Recognition Passion Gift Culture Financial Work Career Develop Learning Advancement Skills ● Motivation is complex (multiple influences) ● If people aren't motivated, they won't participate ● Promotion must take motivation into account 05/22/09 FastWonderBlog.com 6
  • 7. Why Companies Participate in Communities ● People: gives people a place to engage with your company ● Product Innovation: get product feedback ● Collaboration: work together to solve issues or come up with new ideas ● Evangelism: help you grow evangelists for your products from outside of your company ● Brand Loyalty: engagement can drive a tremendous amount of loyalty for your products http://www.flickr.com/photos/kimtimnashville/58797765/ 05/22/09 FastWonderBlog.com 7
  • 8. Guiding Principles: It's All About the People ● Focus on the individuals: Participate as a person, not a corporate entity ● Be Sincere: Sincerity = believability & credibility ● Not all about you: Community is about conversation, which is by definition two-way ● Be a Part of the Community: Don't try to control it ● Everyone’s a Peer: You are not the expert; knowledge comes from everywhere 05/22/09 FastWonderBlog.com 8
  • 9. Building Your Online Community Strategy? Clear Purpose / Goals are Key ● Do you need to build new or can you join an existing community? ● What do you hope to accomplish and what are your goals for the community? ● What is your overall strategy and how does the community fit with it? ● What are your plans for achieving your goals and how will you measure it? ● Do you have the resources (people & $) to maintain it long-term? Answer these questions before you start 05/22/09 FastWonderBlog.com 9
  • 10. Community Ownership “You may own the software, but the community owns itself.” --Clay Shirky ● The community quot;ownsquot; the community ● A company who starts a community: – owns the infrastructure – facilitates the discussions – moderates and keeps people in check ● If the company doesn't play nice with the community, the community will take discussions elsewhere ● Like hosting a party 05/22/09 FastWonderBlog.com 10
  • 11. Play Nice quot;I'm the Lorax who speaks for the trees which you seem to be chopping as fast as you please. NOW...thanks to your hacking my trees to the ground, there's not enough Truffula Fruit to go 'round. Translation: Play Nice: Be polite and And my poor Bar-bar-loots are all getting the crummies respectful in your because they have gas, and no interactions with other food in their tummies!quot; members 05/22/09 FastWonderBlog.com 11
  • 12. Where and How NOT to Participate ● Do not participate on competitor's sites (considered slimy & bad manners) ● Do not participate in communities solely to pimp your products. http://www.flickr.com/photos/victoriafee/2740896609 ● Do not mention your products in every post. Talk about the industry first & your products second 05/22/09 FastWonderBlog.com 12
  • 13. How to Participate ... Listen First: Understand the Norms ● Each site has it's own norms – Language and terminology – Acceptable behavior ● Participate gently at first – Pick one site to start – Spend more time listening http://www.flickr.com/photos/niclindh/1389750548 – Take the time to understand how people participate – Participate with an individual account first – Engage in additional sites as you get comfortable – Begin participating for your organization 05/22/09 FastWonderBlog.com 13
  • 14. People are Watching You “My eyes see. His eyes see. I see him. And he sees me. And so we say, Translation: “Hooray for eyes! People see everything Hooray, hooray, hooray... you do in the community. ... for eyes!” Be a good example of the “right” behavior. 05/22/09 FastWonderBlog.com 14
  • 15. Twitter ● Short messages (140 characters) – Talk about interesting things, engage in conversations, and interact with others – Be careful how often you promote your work (blog posts, community discussions, etc.) – Not all about you ● Following: – You follow people to receive their messages – People follow you to receive your messages – Only as interesting as the people you follow. 05/22/09 FastWonderBlog.com 15
  • 16. Twitter Best Practices ● Know what people are saying about you ● Respond frequently and sincerely ● Follow back where appropriate ● Have a personality ● Variety is important What to Avoid ● Don't be a link spam account ● Don't go overboard with messages ● Don't be self-promotional ● Don't use direct messages to promote anything ● Don't proactively follow too many people 05/22/09 FastWonderBlog.com 16
  • 17. Facebook ● Personal Profiles (private) – For real people – Not for your company ● Pages (public) – Used for products / companies / organizations – Fans, not friends (anyone can view a page) ● Groups – Often used to collaborate or organize – People become members of the group ● Applications 05/22/09 FastWonderBlog.com 17
  • 18. Should You Have a Corporate Blog? ● Can you commit to at least one post per week? ● Do you have people who have interesting things to say and with good writing skills? ● Can someone manage the process and make sure that the blog never gets neglected? ● Tips for making it easier – Group blogs with many authors (not just execs) – Short posts are great – Manage the process and have a content roadmap 05/22/09 FastWonderBlog.com 18
  • 19. Blogging Best Practices ● Be a thought leader in your industry ● Talk about ideas, passions, industry trends ● Be conversational. Personal posts are interesting ● Manage your content roadmap for variety ● Make it fun! ● Avoid: – Do not focus on product updates – Do not regurgitate press releases – Do not sound like a corporate drone 05/22/09 FastWonderBlog.com 19
  • 20. Make it Fun Why do you sit there like that? I know it is wet. And the sun is not sunny. But we can have lots of good fun that is funny! I know some good games we could play. I know some new tricks. I will show them to you. Translation: Your mother will not mind at all if I do. Have fun! Lighten it up occasionally! 05/22/09 FastWonderBlog.com 20
  • 21. Monitoring ● Social media is about conversations – you need to know what people are saying ● Know what people say about you, your industry, your competitors: critical element of community management, blogging, and social media ● Information can be used as ideas for blog posts, marketing messages, competitive analysis, etc. ● Become more responsive to feedback by proactively monitoring conversations 05/22/09 FastWonderBlog.com 21
  • 22. Community Managers Help Ensure Success “Jobs of the future, #1: Online What Skills do we need? Community Organizer – Patience ... If you were great at this, I'd imagine you'd never ever have trouble finding good work.” – Networking --Seth Godin – Communication What do we do? – Facilitation – Ongoing Facilitation – Technical Skills – Monitoring Conversations – Marketing – Content Creation / Mgmt – Self-Motivation – Evangelism – Workaholic Tendencies – Community Evolution – Organization 05/22/09 FastWonderBlog.com 22
  • 23. Incorporate into Existing Efforts ● Look at your overall corporate business strategy ● Find the places where community fits in ● Articulate a clear purpose for the community ● Use social media to further grow your community ● Use the right tools and technology to achieve your goals 05/22/09 FastWonderBlog.com 23
  • 24. Be Flexible Never budge! That's my rule. Never budge in the least! Not an inch to the west! Not an inch to the east! Translation: I'll stay here, not budging! I can and I will Be flexible. Improvements and ideas If it makes you and me and the come from unexpected whole world stand still. places. 05/22/09 FastWonderBlog.com 24
  • 25. Q&A Companies and Communities Book ● Signing copies after my presentation ● http://fastwonderblog.com/eBook Additional Resources: ● Monitoring with Yahoo Pipes Training About Dawn: ● Online Community Consultant ● http://fastwonderblog.com/consulting ● Dawn@FastWonder.com ● @geekygirldawn on Twitter 05/22/09 FastWonderBlog.com 25
  • 26. Backup Materials 05/22/09 FastWonderBlog.com 26
  • 27. What Makes a Community Work? ● Open, inclusive and transparent ● A company who listens (to good and bad) ● Actively engaged in the community ● Encouraging new members ● Making it easy for people to participate ● Integration into other relevant areas of the site ● Responding to criticism (never deleting negative comments) 05/22/09 FastWonderBlog.com 27
  • 28. Companies with Communities to Avoid ● Community is lip service, not a serious endeavor ● Pushing marketing messages takes precedence over 2-way collaboration ● Community software / configuration / policies that get in the way of collaboration ● Neglected communities where no one in the company monitors or responds 05/22/09 FastWonderBlog.com 28
  • 29. No Community is Perfect ● Things will go wrong – Your community software will have bugs – Someone will get defensive or irate – Companies have PR nightmares (remember Pentium floating pt issue?) ● In great communities, the company responds effectively – Addresses the issue and works to resolve it quickly – Keeps the focus on summarizing and fixing, instead of blaming and justifying – Maintains open communication channels 05/22/09 FastWonderBlog.com 29
  • 30. Reputation Systems ● The Good ● The Practical – People like points & – Transparency recognition – Members award points – Encourages – Adjust over time participation – Highlight and reward key members ● The Bad – They will game it! – Does this make it worthless? 05/22/09 FastWonderBlog.com 30
  • 31. Participate Where it Makes Sense ● Your own community ● Related communities where your audience is already participating ● Blogging (personal and corporate) ● Audio & video (YouTube/Vimeo/BlipTv) ● Twitter ● Facebook ● Many others 05/22/09 FastWonderBlog.com 31
  • 32. Community Structures and Adoption ● Emergent – Pros: Easy to implement, User buy-in, Unanticipated structure – Cons: Writer's block, Off-topic ● Highly Structured – Pros: Control, Clear expectations – Cons: Restrictive, Inflexible, Community resistance, Structure that doesn't work for community ● Adaptive – Pros: User buy-in, Some control, Evolve in unanticipated positive directions – Cons: Less Control, User traction required 05/22/09 FastWonderBlog.com 32
  • 33. Traditional Promotion (Customers) ● Use your existing promotional vehicles to reach your customers ● Tell them about your community efforts ● Share your strategy & purpose with them ● Incentivize them to join & participate ● With any new community, run a limited beta for customers. Get their feedback and let them help promote it to others 05/22/09 FastWonderBlog.com 33
  • 34. Social Media Engagement ● Augment traditional community efforts with social media ● Blog about your community efforts on company & personal blogs (make sure your blogs are listed) ● Use Audio / Video to share information relevant to your community. Host it on popular sites (YouTube, etc.) and embed it in your community ● Talk about what you are doing on Twitter, Facebook, and other social sites 05/22/09 FastWonderBlog.com 34
  • 35. On Domain or Off Domain: Strategic Decision ● YourCompany.com – More focus on your products – Clarity about who facilitates the community – Authority source for product info (features, etc.) ● Off-Domain (YourIndustry.com, etc.) – Focus on a segment or industry – Accept discussions about competitors – Possibly better perception of neutrality – Slightly less authority about your products 05/22/09 FastWonderBlog.com 35
  • 36. Flickr: Community Done Well ● Clear and simple guidelines (ex. Don’t be creepy. You know the guy. Don't be that guy.) ● Easy to use and intuitive to participate (comments, favorites, tags, notes) ● Transparency about people (profile, favorites, groups, etc.) ● Private, public ● Little things: Comments you've made 05/22/09 FastWonderBlog.com 36
  • 37. Dealing with the Difficult ● Negative Comments: Do not delete negative feedback. Respond constructively ● Spammers: Put aggressive measures in place to deal with spam ● Pain in the ***s: Put them to work if possible 05/22/09 FastWonderBlog.com 37
  • 38. Don't Feed the Trolls “oh-oh!” Sally said. Don't you talk to that cat. That cat is a bad one, That Cat in the Hat. He plays lots of bad tricks. Translation: Don't you let him come near. You know what he did Don't encourage the The last time he was here.” trolls. They want attention. Resist the urge to give it to them! 05/22/09 FastWonderBlog.com 38
  • 39. Promotion ● Use existing promotional vehicles to reach your customers ● With any new community, run a limited beta for customers. Get their feedback and let them help promote it to others ● Augment traditional community efforts with social media: corporate & personal blogs, audio, video, Twitter, Facebook, etc. ● Incentivize people to join & participate 05/22/09 FastWonderBlog.com 39
  • 40. Promotional No-No’s ● Do not use your community to sell anything – Use your community to get people excited about your products – If you get people excited, they will figure out how to buy it. ● Do not promote your community on competitor's sites (slimy) ● Do not use social media (twitter, facebook, blogs, etc.) with the sole purpose of pimping – Talk about your ideas, thoughts, and products with a personal spin (what YOU are doing) 05/22/09 FastWonderBlog.com 40