the business of online communities

The Business of Online Communities

By Bryan PersonLiveWorld

10% of all leads

“It’s not rocket science, but it does take work.”--Chris Brogan

Communities: build or join?

Build

Join

Hybrid

Build

Join

3,381,203 fans

Hybrid

Building with a community partner

1) Strategy

2) Services

3) Technology

Whycreate a community?

Brand

loyalty

Sell more

stuff

Customer

research

Customer

service

channel

Education

Increase

customer

retention

Product

innovation

Brand

loyaltySell more

stuff

Customer

research

Customer

service

channel

Education

Increase

customer

retentionProduct

innovation

Support business goals!

Community culture:

What kind of place?

Community management

Angela ConnorGOLO – WRAL.com

Mark WilliamsLiveWorld

Connie BensenTechrigy

Jamie PappasEMC | ONE

1) Spark/manage discussions

2) Help/connect members

3) Report back internally

Moderation

Easy-to-understand community standards

Member enforcement

Measurement

Community Engagement Index

Why communities fail

Joining: cross-Web tools/tactics

Where to join?

Be strategic:Choose outposts wisely

Create compelling content

“Be a champion for your industry”

-- Mitch Joel

• http://www.flickr.com/photos/cc_chapman/• http://www.flickr.com/photos/chrisbrogan/1313067227/in/set-72157600286536357/• http://www.flickr.com/photos/oscalito/237301508/• http://www.flickr.com/photos/joi/2694770069/ • http://www.flickr.com/photos/bryanperson/185479745/in/set-72157594332565425/

Flickr photos

E-mail me

Bryan@LiveWorld.com