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Building
                                            Communities for
                                         Insight and Advocacy

                                                November 2009


                                         CONTACT: Josh McKay
                                         josh@shespeaks.com
                                         (p)212-830-9883


      Connect. Engage. Inspire.

© SheSpeaks, Inc. All rights reserved
BUILDING COMMUNITY FOR INSIGHT & ADVOCACY


  » SheSpeaks is a community of 125,000 engaged women whose
   personal networks have a reach of over 12 million

  » SheSpeaks works with clients to create branded experiences for our
   members that engage the brand and the member in a direct
   conversation

  » As we’ve worked with our clients and members, we’ve learned a lot
   of lessons about communities that build advocacy and insight

  » We’re excited to share these lessons with you, and look forward to
   hear your feedback




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                   2
Why build a community?
    Human beings naturally organize into communities. It’s part of who we are. Social
    media tools provide brands the opportunity to build two-way relationships and
    communities with their customers.




                       Research & Insights
                                                    Communities provide real-time, unfiltered,
                                               >>   ongoing conversations with customers (good
                                                    and bad) and prospects
    Community Goals




                       Build relationships &        Conversation creates meaningful and durable
                            advocacy
          >>   relationships that lead to advocacy



                         Create a new
              Communities are a new channel to effectively
                            channel
           >>   create and deliver communication


 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                                             3
Our Clients
     We’re honored to work with leading brands across multiple industries




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                       4
What makes a strong community?
    Successful communities, online and off, share four key values




                                         Shared
                                                     Connection
                                         Purpose




                                         Impact           Recognition




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                  5
What makes a strong community?
    Successful communities, online and off, share four key community values




                                             Shared Purpose




                                                               Communication
                                   Impact




                                             Community 
                                               Values




                                               Recognition


 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                          6
Shared Purpose: What does it mean? 

  Communities are strongest when members share common interests,
  backgrounds or hobbies

  Within large communities, members will organize into smaller groups 


 Shared Purposes are not just hobbies or activities or alma maters
 Passion for a brand can be a Shared Purpose, both positive and negative




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                      7
Shared


   Shared Purpose: Ravelry
                                                                                        Purpose




                                                          Ravelry is not a site about
                                                          knitting


                                                          Ravelry is a site about knitters by
                                                          knitters




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                                            8
Shared
                                                                               Purpose



   Shared Purpose at SheSpeaks

 We ask our members about their backgrounds and interests, and match
 those up against our clients 

 Members use the tools on SheSpeaks.com to create self-forming
 communities of




                                              When SheSpeaks tested a conception kit,
                                              women used the message boards to provide
                                              support and advice for those experiencing
                                              infertility, and to celebrate successes! 




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                                     9
Connection: What does it mean?
  Communities must provide authentic, free flowing conversation

  Connections can occur between a brand and community members, and
  between the members in a community

  Connection is not just about words, it includes pictures, video, and fun

  Strong communities allow for fluid movement between online and offline personas




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                             10
Coonnecti


    Connection: Zappos
                                                                      on




 Zapp.me link
                                                           Customer
 allows easy
 linking from                                              reviews for
                                                           every product
 customer
 blogs


Widget tools
allows easy
embedding of
product in
Myspace or
blogs



  Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
 © SheSpeaks, Inc. All rights reserved
                                        11
Connectio
                                                             n


   Connection at SheSpeaks

  »  SheSpeaks programs include
     member to member, member
     to brand, brand to member and
     member to non-member
     communication, all facilitated
     by the appropriate tools and
     content 

  »  SheSpeaks programs can
     include offline experiences,
     including parties, shopping
     trips, video assignments




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
                                                               12
© SheSpeaks, Inc. All rights reserved
Recognition: What does it mean?

  Recognition can be granted through rewards, status, personalization,
  and access

    Status recognizes members with badging or other visual recognition

    Personalization recognizes users by “treating me like you know me”

    Access to information provides unique opportunities to members so they
    feel special and exclusive




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                       13
Recognition: ThisNext
                                                                                         Recog-
                                                                                          nition




                                                          Top user recognized as a
                                                          “Maven” and is given special
                                                          site status



                                                          Ranking users according to
                                                          activity and quality

 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                                             14
Recognition at SheSpeaks
                                                                                         Recog-
                                                                                          nition

       »  Invitation to participate in a product test or research from a brand creates
          “VIP Influencer” status

       »  Pass-along coupons are a social currency that allow SheSpeaks members
          to communicate their VIP status and provide their friends an “Insider
          Exclusive”

 Subject: Ready to Scream for Ice
 Cream? "

    Dear Fiona ,
    ……you and your friends will be 
     among the first to try this new 
        superpremium ice cream.




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                                             15
Impact: What does it mean?
  Communication creates the expectation for response

  Action is not always necessary, but a recognition of the value of the
  communication is

  Community members expect the ability to shape the nature of the community
  itself

  Social media creates new ways to show results to communities




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                        16
Impact: Dell
                                                          IMpact




       Significant investment by Dell in
       community tools, with multiple tools
       and segments



     Ideastorm is a community
     generated suggestion box




  Every two weeks (at
  least), Dell publishes an
  update on their blog about
  Ideastorm ideas that have
  been implemented and
  suggestions to improve
  Ideastorm
 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                             17
Impact at SheSpeaks
                                                          IMpact




     »  Brands interact directly with members
        in our community

     »  At the end of brand programs, brands
        send a “Here’s how you influenced”
        email

     »  Members often forward these emails
        to their friends, so we’ve incorporated
        a pass-along offer for the product as
        part of the email

           “You told us you loved the
           light texture of the product.
           - bliss is changing the
           packaging to highlight
           those qualities. ”


 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                             18
Creating a community
   •  Start with the basics: Create an ability for members to connect with one another
      and with the brand. Don’t over-design at the beginning. 

   •  Co-create: They will help you solve. Let your customers tell you what’s
      important to them. Be ready to listen, as your customers will be very vocal!

   •  Build on your advantages: The best communities bridge online and offline fluidly.
      For example, Retailers can design an online community with in-person live store
      events 
       •  e.g., fashion department wine and cheese, bring a friend, have an
          experience, insiders peek into the new Fall collection and a discount

   •  Community Product Reviews: allow community members to rate and link their
      own Retailer’s product reviews

   •  Leverage “Community Experts”: Let mavens have special authority to moderate
      and create content

   •  Create community around passion points: hobbies, interests and lifestages

 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                                   19
What does it take?


     »  Commitment: Creating a community is not a one-off effort, but
        requires ongoing, dedicated resources to engage and sustain the
        conversation OR a partner who can manage this for you!


     »  Flexibility: Social media and community tools evolve rapidly


     »  Bravery: Not all of the messages from the community will be
        positive. However, by showing that you are listening, you will build
        goodwill and advocacy.




 Contact: Josh McKay josh@shespeaks.com (p)212-830-9883
© SheSpeaks, Inc. All rights reserved
                                         20

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Building Community for Insight and WOM

  • 1. Building Communities for Insight and Advocacy November 2009 CONTACT: Josh McKay josh@shespeaks.com (p)212-830-9883 Connect. Engage. Inspire. © SheSpeaks, Inc. All rights reserved
  • 2. BUILDING COMMUNITY FOR INSIGHT & ADVOCACY » SheSpeaks is a community of 125,000 engaged women whose personal networks have a reach of over 12 million » SheSpeaks works with clients to create branded experiences for our members that engage the brand and the member in a direct conversation » As we’ve worked with our clients and members, we’ve learned a lot of lessons about communities that build advocacy and insight » We’re excited to share these lessons with you, and look forward to hear your feedback Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 2
  • 3. Why build a community? Human beings naturally organize into communities. It’s part of who we are. Social media tools provide brands the opportunity to build two-way relationships and communities with their customers. Research & Insights Communities provide real-time, unfiltered, >> ongoing conversations with customers (good and bad) and prospects Community Goals Build relationships & Conversation creates meaningful and durable advocacy >> relationships that lead to advocacy Create a new Communities are a new channel to effectively channel >> create and deliver communication Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 3
  • 4. Our Clients We’re honored to work with leading brands across multiple industries Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 4
  • 5. What makes a strong community? Successful communities, online and off, share four key values Shared Connection Purpose Impact Recognition Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 5
  • 6. What makes a strong community? Successful communities, online and off, share four key community values Shared Purpose Communication Impact Community Values Recognition Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 6
  • 7. Shared Purpose: What does it mean? Communities are strongest when members share common interests, backgrounds or hobbies Within large communities, members will organize into smaller groups Shared Purposes are not just hobbies or activities or alma maters Passion for a brand can be a Shared Purpose, both positive and negative Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 7
  • 8. Shared Shared Purpose: Ravelry Purpose Ravelry is not a site about knitting Ravelry is a site about knitters by knitters Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 8
  • 9. Shared Purpose Shared Purpose at SheSpeaks We ask our members about their backgrounds and interests, and match those up against our clients Members use the tools on SheSpeaks.com to create self-forming communities of When SheSpeaks tested a conception kit, women used the message boards to provide support and advice for those experiencing infertility, and to celebrate successes! Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 9
  • 10. Connection: What does it mean? Communities must provide authentic, free flowing conversation Connections can occur between a brand and community members, and between the members in a community Connection is not just about words, it includes pictures, video, and fun Strong communities allow for fluid movement between online and offline personas Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 10
  • 11. Coonnecti Connection: Zappos on Zapp.me link Customer allows easy linking from reviews for every product customer blogs Widget tools allows easy embedding of product in Myspace or blogs Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 11
  • 12. Connectio n Connection at SheSpeaks »  SheSpeaks programs include member to member, member to brand, brand to member and member to non-member communication, all facilitated by the appropriate tools and content »  SheSpeaks programs can include offline experiences, including parties, shopping trips, video assignments Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 12 © SheSpeaks, Inc. All rights reserved
  • 13. Recognition: What does it mean? Recognition can be granted through rewards, status, personalization, and access Status recognizes members with badging or other visual recognition Personalization recognizes users by “treating me like you know me” Access to information provides unique opportunities to members so they feel special and exclusive Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 13
  • 14. Recognition: ThisNext Recog- nition Top user recognized as a “Maven” and is given special site status Ranking users according to activity and quality Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 14
  • 15. Recognition at SheSpeaks Recog- nition »  Invitation to participate in a product test or research from a brand creates “VIP Influencer” status »  Pass-along coupons are a social currency that allow SheSpeaks members to communicate their VIP status and provide their friends an “Insider Exclusive” Subject: Ready to Scream for Ice Cream? " Dear Fiona , ……you and your friends will be among the first to try this new superpremium ice cream. Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 15
  • 16. Impact: What does it mean? Communication creates the expectation for response Action is not always necessary, but a recognition of the value of the communication is Community members expect the ability to shape the nature of the community itself Social media creates new ways to show results to communities Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 16
  • 17. Impact: Dell IMpact Significant investment by Dell in community tools, with multiple tools and segments Ideastorm is a community generated suggestion box Every two weeks (at least), Dell publishes an update on their blog about Ideastorm ideas that have been implemented and suggestions to improve Ideastorm Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 17
  • 18. Impact at SheSpeaks IMpact »  Brands interact directly with members in our community »  At the end of brand programs, brands send a “Here’s how you influenced” email »  Members often forward these emails to their friends, so we’ve incorporated a pass-along offer for the product as part of the email “You told us you loved the light texture of the product. - bliss is changing the packaging to highlight those qualities. ” Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 18
  • 19. Creating a community •  Start with the basics: Create an ability for members to connect with one another and with the brand. Don’t over-design at the beginning. •  Co-create: They will help you solve. Let your customers tell you what’s important to them. Be ready to listen, as your customers will be very vocal! •  Build on your advantages: The best communities bridge online and offline fluidly. For example, Retailers can design an online community with in-person live store events •  e.g., fashion department wine and cheese, bring a friend, have an experience, insiders peek into the new Fall collection and a discount •  Community Product Reviews: allow community members to rate and link their own Retailer’s product reviews •  Leverage “Community Experts”: Let mavens have special authority to moderate and create content •  Create community around passion points: hobbies, interests and lifestages Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 19
  • 20. What does it take? »  Commitment: Creating a community is not a one-off effort, but requires ongoing, dedicated resources to engage and sustain the conversation OR a partner who can manage this for you! »  Flexibility: Social media and community tools evolve rapidly »  Bravery: Not all of the messages from the community will be positive. However, by showing that you are listening, you will build goodwill and advocacy. Contact: Josh McKay josh@shespeaks.com (p)212-830-9883 © SheSpeaks, Inc. All rights reserved 20