bop from online community unconference 2009

Online Community Unconference: Book of Proceedings Held June 10, 2009 in Mountain View, CA

Notes gathered and compiled by Heidi Nobantu Saul and Zoë Hollister

Executive Summary We had an amazing day at the Online Community Unconference yesterday. Over 220 people attended the event and the agenda included 57 breakout sessions throughout the day on topics including:

• Identifying and Engaging with Online Influencers • Social Psychology 101 for Community Managers • W.O.M. Branding - Mobilizing Advocates and Brand Citizenship • Online Community for Social Good/Change (Non Profits, Multiple Stakeholders) • Super Tools for Super Users - Next Generation UI and Technology Brainstorm

Most session notes are available via the Unconference wiki: http://www.socialtext.net/ocu2009

Key Blog Posts: My take-away from the Online Community Unconference - Open Business Online Community Unconference 2009- the groupery Back From the Online Community Unconference - Tom Humbarger Back from Online Communities Unconference 2009 - Stefano Maffulli #ocu2009 Community Jobs Wanted - Janet Fouts Reflecting on #IABC09 and #OCU2009 - AudioBoo (Bryan Person)

Twitter Streams: #ocu2009 #octribe Pictures: http://www.flickr.com/search/?q=ocu2009

TABLE OF CONTENTS:

INTRODUCTION ........................................................................................5

OPEN SPACE FIRST SESSION TOPICS ..................................................7

HOW TO DEFEND THE VALUE OF YOUR COMMUNITIES: ROI (1A) .................................................... 8 MANAGING THE MOB- WHEN THINGS GO WRONG (1B) .................................................................10 HOW TO MANAGE MULTIPLE PERSONALITIES (1C)........................................................................14 SOCIAL CRM (1D) ......................................................................................................................17 ONLINE RECOMMENDATIONS (1E)................................................................................................21 METRICS FOR MEASURING COMMUNITY HEALTH (1F) ...................................................................23 HOW TO NURTURE A THRIVING OPEN SOURCE COMMUNITY IN A COMMERCIAL OPEN SOURCE CONTEXT (1G) ...........................................................................................................................26 METRICS FOR MEASURING COMMUNITY HEALTH (1H)...................................................................27 USING OTHER SOCIAL MEDIA NETWORKS TO BUILD YOUR COMMUNITY (1I) ...................................31 RECOVERY.GOV – MYTH OR REALITY (1J)....................................................................................34 SOCIAL MEDIA VIRGINS (1J) ........................................................................................................37

OPEN SPACE SECOND SESSION TOPICS ...........................................38

THE TRAINWRECK THAT IS THE DISTRIBUTED CONVERSATION (2A) ................................................39 STRATEGY AND COMMUNITIES (2B) .............................................................................................41 USING STRATEGY AND COMMUNITIES (2C) CONVENER: NILOFER MERCHANT ................................45 ONLINE PUBLICATIONS COMMUNITY EFFORST: WHAT’S WRONG, WHAT’S NOT, WHAT’S NEXT- ONLINE PUBLICATIONS AND SITES OF PRINT PUBLICATION (2D).....................................................49 HOW DOES ONLINE COMMUNITY HELP LOCAL BUSINESSES GENERATE TRAFFIC (2E) ....................51 GENERALS, COLONELS AND COMMUNITY (2F) ..............................................................................54 SOCIAL MEDIA MONITORING (2G) ................................................................................................55 IDENTIFYING AND ENGAGING ONLINE INFLUENCERS (2H) ..............................................................58 BIG COMMUNITY: STRATEGY ACROSS YOUR ECOSYSTEM (2I).......................................................60 SOCIAL PSYCHOLOGY 101 FOR COMMUNITY MANAGERS (2J)........................................................63 SELECTING THE RIGHT COMMUNITY PLATFORM (2L).....................................................................70

OPEN SPACE THIRD SESSION TOPICS................................................72

W.O.M. BRANDING (3B)..............................................................................................................73 COMMUNICATIONS SKILLS FOR COMMUNITY MANAGERS (HOW TO EFFECTIVELY BE AN ADVOCATE FOR USERS AND YOUR COMPANY) (3D) ...............................................................................................75 IF YOU BUILD IT THEY WILL COME. NOT. TIPS AND TRICKS FOR GROWING COMMUNITY (3E).............77 B2B COMMUNITIES - WHAT WORKS, BEST PRACTICES FROM THE PAST 10 YEARS OF B2B COMMUNITY MANAGEMENT (3F) ..................................................................................................79 HOW TO ENGAGE COMMUNITIES OUTSIDE OF TRADITIONAL DISCUSSION BOARDS (3G) ..................81 ONLINE COMMUNITY FOR SOCIAL GOOD AND CHANGE (3H) ..........................................................82 SOCIAL NETWORK SOCIOLOGY ANALYSIS (3J)..............................................................................87 WHAT IS COMMUNITY LEADERSHIP? (3K).....................................................................................89

OPEN SPACE FOURTH SESSION TOPICS............................................93

ACCELERATING COLLECTIVE INTELLIGENCE SCORING (4A) ...........................................................94 SUPER TOOLS FOR SUPER USERS (4D) .......................................................................................95 MISSION ALIGNED TWITTERING (4E) ........................................................................................98 MOVING BEYOND METRICS TO ROI (4F) ....................................................................................100 CHANGING PLATFORMS AND VENDORS (4G) ..............................................................................103 PURPOSEFUL COMMUNITIES (4H) ..............................................................................................105 TWITTER FOR DUMMIES BY TWO TWITTER DUMMIES (4I)..............................................................107 THE FUTURE OF DISTRIBUTED VS CLOSED COMMUNITIES (4K) ....................................................109

OPEN SPACE FIFTH SESSION TOPICS ..............................................112

COMMUNITY DRIVEN PRODUCT DESIGN- COLLECTING FEEDBACK FROM YOUR COMMUNITY: SCALE, SUSTAINABLE FUN (5A).............................................................................................................113 ARE WE A COMMUNITY TOO? (5E) ............................................................................................115 WHAT AND HOW TO MEASURE ENGAGEMENT (5I) .......................................................................120 USING ONLINE COMMUNITIES FOR CUSTOMER SUPPORT (5L) ....................................................122

Introduction June 29, 2009 | Sonoma, CA Dear Reader, Our intention in continuing to host the Online Community Unconference series is a simple one. We believe that online community and social media professionals represent the best sources of information on creating healthy and sustainable online communities. There is a rich base of largely untapped knowledge in this emergent community of practitioners. Connecting this community, and tapping in to this community’s collective knowledge and real world experience is exactly what we intended to do during the Unconference. Whether you attended and participated in the Online Community Unconference, or are experiencing the Unconference by reading this book of proceedings, I hope you find the content valuable and useful in your day-to-day work. I owe a debt of gratitude to several organizations and individuals for their support, guidance and enthusiasm during the planning phase of the Online Community Unconference. Our Sponsors:

• Boonex – http://www.boonex.com • Egret Endeavors - http://www.egretendeavors.com/ • Omnifuse – http://www.omnifuse.com

Event Staff:

• Event Coordination: Zoë Hollister • Facilitation: Kaliya Hamlin • Newsroom Management & Note Coordination: Heidi Nobantu Saul • Marketing & Promotional Support: Heather Virga

I welcome any questions, comments or discussion about the Online Community Unconference, and I wish you success in your community-building efforts. Best, Bill Johnston Chief Community Officer Forum One Networks (415) 299.9638 | [email protected]

Bill Johnston welcoming the crowd during opening remarks.

A glance at the Agenda in between sessions

Jim Cashel assisting at the Agenda grid.

Open Space First Session Topics

Morning conversations over coffee anticipating the start of the Online Community Unconference 2009.

How to Defend the Value of Your Communities: ROI (1 A) Convener: Jim Weldon, @jimwsourcen Notes-taker(s): Christine Tran Other Members: Amy Garza Paul Mikolay Alexa Bruce Jen Nestel

Rachel Romero Dave Wade Jim Weldon

Perrine Crampton Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Questions to Tackle: � How do we get money? How do we defend � How do you determine the ROI? � Implications of downtown and impact on ROI � What are the key metrics? How to use them to show value? � How to predict the ROI for a new community? � What do people want to measure? The single most difficult problem to solve is how to determine ROI and defend community. � What is the outcome you want from your community? � Google analytics are aiming low; need to dig in more � Southwest Airlines measures everything, from how long you wait in line for every

process; they track many pieces to get to one ROI: How happy are our customers? � We can track 255 metrics for communities, but what is your goal/outcome? � What is the behavior of the members in the community? � Get your goal first, and then you can build the metrics. � Most people let communities run itself, but usually this is a disaster. Yahoo and

Google can do this it’s fine. � You need to dig deeper

o Did they give us an idea that we generated revenue from? o Did they make a recommendation to another customer?

� Two types of communities: Affinity brands that don’t have to do anything. Then there’s everyone else who has to figure out what to do to engage.

o Start with controversial topics to get them going. o Find out what everybody is pissed off about. o Get them there and then figure out what else to do. o Vanilla communities are lame

� Using tools to figure out what people are doing on an automated basis o In a community, go in and extract what they’re talking about.

To figure out your ROI: � Know what the point of your community is � Look at behavioral – what are people doing in your community. Dig really deep. It’s

really beyond most communities. Have no idea how to prove their value. Figure out the matrix.

o Basic rank track stats o Dig into the next piece. What did we want people to do when they were

online? � Read all the posts � Have a tool that pulls it all out for you. � Figure out what did they do after that?

� Look at facilitation – for example, when you were part of a nonprofit and were pulled into doing something you didn’t really want to do. Think like that. This is the key to good community and getting good ROI. If people aren’t coming and posting the right content, then you won’t have any ROI.

� Moderation – there’s a lot to do to automate. � Online communities do a great job of ideation, ask and receiving answers, customer

service. Dig into the outcomes of the conversations. Ex. 50 of our largest contributors are leading to % less customer support calls or less calls about basic questions.

� Perhaps customer support is too vanilla? � Senior management must be involved in ROI.

Managing the Mob- When Things Go Wrong (1B) Convener: Melissa Daniel Notes-taker(s): Valerie Kameya Other Members: Marilyn Jaynes Bikramjit Sing Matt Sharp Brieanne Bogart Mary Walker Nilofer Merchant

Siko Bouterse Valerie Kameya Lorraine Freeman Christina Lin Adena DeMonte Karoli Kuns

Bonnie Ho Dave Kim Kristi Huwerth Carl Watson Scott Moore

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Yahoo 360 shutdown. Launched 6 yrs ago; told transitioning 2 yrs ago. coup. long lead time. transitioning to Yahoo Profiles- solution- letting them help design new product. angry. v. positive- preview modules, Why don't you leave it up? Not fixing bugs, so comm satisfaction less. Peanut butter manifesto. Google it (no, yahoo it!) Finding sticky places for customers that they like. Don't find multiple points to fix-make one big wheel and fix it. 360 not part of a unified profile so it's being killed. Broken and not fitting it. Migration- blog content, comments. Allowed mature content, Yahoo no longer allowing adult content. People leaving for Wordpress where they can talk to about anything. Any Moveable Type content allowed. Oct. 08 launched Profiles. ask comm. What features do you like? preview contacts before accepting? blogging- added. Other requests not doable or worthwhile. Yahoo large co., takes time. Tell people looking at new product, ask for suggestions (look or don't look at it), then when relaunch say "This is what you wanted" Carl Watson Little lead time- time to port- feedback typical churn rate for Churn rate 5% or less. exit survey. what would have made you stay? I know you can spam me or delete this. People feel their opinion heard. Blog- intensive engagement strategy usu respond 40%- when launching 50-60%? reports back to team, not just lip service.

webprofile.blog.com Staff- Y! dark grey background for staff comments so users can scan, see that Y! employees are responding, it's not just users. What do you do when mob is silent? Address ppl individually. keep them safe so ppl hiding will feel safe when they come out and speak- no dogpile on dissenters, supporters. Melissa- alias to protect her work acct Ppl piling on to ppl who say positive things. Quiet ppl will tend to go and post on their blogs, Twitter. Monitor those too MD doesn't do FB but does twitter, blogs Track ppl across the network- use answers, blog, stopped using community...Notice when usage changes, ask them what would bring them back. How leveraging community leaders? Vista client- innovators. early adopter program. Shut down. Comm to Yahoo group that it was shutting down. Asking ppl who were interested in innovating messenger client. Became thought leaders. Help other users- ask Melissa for help rather than customer care- users look smart. Top performers group 40 friends, over 200 messages month. You get a crown Power User. Talk to other power users in group. 90K users. Preview new features. Power users pretty unified in what they're looking for. Yahoo 360: no power user program- a problem. Small group on NDA program 15 users per product. Anyone else can blog or talk about it. Be careful what you say because someone might print it (newspaper). Time mgmt: How much time do you spend managing happy vs. angry users? 70-80% time to boards, emails during a launch. Issues escalated appropriately. Normal time- 30% time 10% post 1% post freq 80-90% post infreq. Focus on those getting word out. Don't worry so much about silent ppl. Tell power users you appreciate them defending your company. Send swag. Do whatever you can. Post on forum- hey, thanks X user. How do you raise this info to management? Report? MD-weekly post- blog entries, unique users, hot topics, new issues, posts, pulling in critical profound or useful comments. Eyelist for every product- weekly distribution, contact me if you have qs. product comm, hybrid comm management role Work w/PR and Mkting, Customer Care teams. Train agents. Users have suggestions. Rachel McCool- eBay-sentiment barometer. scale 1-10. subjective call on their part. Top level for execs. Created expectations for what is normal. Ppl would notice- what's bad this week- and

read deeper into report. MD Yahoo uses words- frustrated. #s subjective- Words engage ppl, more broadly understood. Q: How do you separate your feelings about the site from your comm mgr role? A: Sometimes you agree with user. Let them know you're sympathetic. Mob appreciates it, but higher up execs don't appreciate your not toeing the company line. MD- being neutral is hard. Re-reads emails to make sure emails don't sound terse or bitchy. I understand, this is a great suggestion, I'm right on board with you is still fairly neutral vs. Thanks for the suggestion (flat). Talk to higher ups- you're slightly sympathetic but will agree w/company line. You ARE a user. At some point you become part of the community. Separate out when you're speaking for yourself vs. community. Conflict can bring in traffic. As long as you can manage the conflict. Ways to fairly present both sides. Community guidelines everyone is familiar with. Try not to call out specifically what they said because they add fuel to the fire. Constructive negativity is OK -MD. Ask them to re-edit post to remove profanity. Communities have diff tolerances about conflict. Some love it; some don't. Who are you losing because of the kind of dialogue happening? Has to be some level of conflict or else nothing's going on. Southern culture- nice manners, a seemingly pleasant conversation can be tense. Typical NY in your face style- swearing, forget about it a few mins later. Screamers- MD will put them on moderation after a warning. Their comments appear in yellow. After a week, they learn. Comments hidden on some sites for certain users- causes weird threaded conversations. Some users see some, others don't. Adding Viagra or Cialis to comments auto-screened- other users can't see but not deleted. Diff norms for diff comms. All Yahoo comms follow the general guidelines. Groups allows mature content; profiles and answers don't. Mostly consistent and TOS (terms of service). Brand consistency? Rules same but the way users are communicated with -Flickr vs Profiles is diff.- developer community. Yahoo voice. speak similarly when product launches. Google - Picasa vs blog forums. Diff personalities of forum and shifts over time. Comm leaders' personalities trickle down. Try to leave comm alone and only step in to police occasionally. How do users understand the personality of a forum? MD- a Flickr- notice fun tone, short posts, greeting in mult langs vs. Proflies- neutral for users. Blogs- longer posts, instructional, need to understand features, product, free speech. Is that culture being reflected back to new users? Groups- yes, Shine-yes. Colors, look and feel diff. Have asked users- look at blog, # of comments- level of user engagement. Color of diff products.

Scott Moore- when worked for nonprofit, set org principles up front to set expectation. Modified over time. Diff to manage entry point. MD worked for Nike community- new users had to watch video about LeBron James as part of reg process. But it appealed to their demo and interests.

How To Manage Multiple Personalities (1C) Convener: Chip Roberson, ClickMarkets [email protected] Notes-taker(s): Jaysie McLinn Other Members: Jaysie McLinn Gam Dias, Overtone Chris Bailey, Gravit8 Marketing Paul Ardoin, VisionApp Sarah Hobbs, Google Delia Santiago, NASA Ames Mark Dangeard, BlueKiwi Software Jaysie McLinn, Google Rich Reader, WOM-buzz

Alex Parlini, Pew Trusts Michael Mitchell, Independent Daphne Rocha, Consultant, LiveWorld Inc Patricia Harris-Braun, AARP Kaliya Hamlin, Identity Woman Sara Leslie, Cisco Systems Chris Bank, Epostmarks

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Greetings Fellow #OCU2009 Attendees, I have taken the Session Participants sign-in sheet and transcribed it (as best I could) into this spreadsheet. Please check and update your information as appropriate. http://spreadsheets.google.com/ccc?key=raY9JGwTzfwooN-nJI9SRBA&[email protected]&t=6547871873470911566&guest It's not an attachment -- it's stored online at Google Docs. To open this document, just click the link above. The notes, nicely taken by Jaysie McLinn, are also available at: http://www.socialtext.net/ocu2009/index.cgi?how_to_manage_multiple_personalities_relationships_online Also see below for notes copied and pasted from the link in case you do not have access to the wiki! I encourage you to review, correct and enhance as you see fit. Finally, I am interested in continuing the discussion we started at the conference. For starters I have created a new hashtag, #smpersona, that I would encourage you to use when tweeting items of relevance to this topic. Additionally, I am open to other ideas how we can create a space for dialogue and exchange (e.g. Google Group, Wiki, Ning site, etc.) I'd love to

hear your thoughts. Thanks again for your participating in this session. I found it stimulating and informative. Chip Roberson, ClickMarkets [email protected]

What are we here? Discussion topics:

• How does one interact with all his/her niches without spillover from one creating noise in another?

• How can one be authentic online? • Does one merge the personal with the professional or keep them separate?

Comments / Questions

• Moderation is key. • Balance, how much is too much to share? • Companies create "personalities" to go undercover to get momentum for the

company. Is this honorable? • How does this fit with the gaming community's use of personas? • Be transparant as possible, be open, be engaged - this will strengthen your

brand in the long run. • Social fatigue - people may be nervous using technology that appears to be

designed by techies for techies; quantify their importance. • Business - foster community - it's important to learn how to develop your

personality in social media. • Moderation - be honest, never lie, If someone is causing problems, let them know

gracefully. • Sharing too much - ex, going on vacation and house gets robbed. Use common

sense. If you are not comfortable, don't share. • Boundary - where is that fine line? How much is too much information? (e.g.

Facebook friend said something derogatory to a fellow friend can be very challenging).

• You have to stay in control of eh product - don't be naive. • Social norms are evolving on the web -- it's going to take time. • The Mine Project - you decide where the info goes and who it goes to.

http://themineproject.org/ • Community - how do we bring our personality into the community while remaining

professional? • Find a balance.

Q: How do I monitor all the platforms where I'm present? A: http://pipes.yahoo.com might help as it allows one to connect multiple RSS feeds and perform rather complex operations on them

Q: How can I keep multiple platforms updated? A: http://Ping.fm provides a single interface from which a person can selectively update more than one platform (e.g. Twitter and Facebook) at a time.

Key Takeaways from the session

• New social norms still evolving in the online space • In order to manage your brand, it's important to understand the tools • Personal vs Prefessional, decide if they can be joined or should they remain

separate? • Have a plan from the start and know how much you are willing to share and be

consistent. • A Generational Shift? - May take time for people to get comfortable with sharing

online.

New Hashtag for this topic on Twitter: #smpersona

Social CRM (1D) Convener: Ajay Ramachandran Notes-taker(s): Scott Dodds Other Members: Scott Dodds Jill Finlayson Linda Sharp David Silver John Summers

Natalie Lopez Scott Hogrefe Jeff Camara Silona Bonewald

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Opportunity & problem: How do we manage customer relationship and the get fragmented How do you create a unified framework across these domains - mine the conversations - find and influence the influencers - and how to do that in an authentic and respectful way. Comcast is the leading example, started in a rogue way with the twitter ComcastCares. Just one example, but he raised the bar. One issue that shows, though , is the problems of scale, as the one-to-one interactions are very resource intensive. One of the benefits of social media is the opportunity to leverage your brand advocates to influence others and gain the network effects. then the issue is how to capture the advocates attention span. How does this work in a B2B environment? Getting a snapshot out of what is bubbling up across all networks utilizing social media monitoring to measure activity and buzz and mapping it back to the profile of that user and report on it. Reframeit Monitor sentiment through comments syndicated out. Tone, sentiment and analysis tools - can't find one that works We have budget but we can't show a working model today. The minute something 'jumps the shark', then the crowd goes and finds another way Can you keep the conversation going? Keeping the information alive in one place and then starting up new conversations.

Mine these conversations to get insights on tone or topics Today its all manual, you need to automate it and scale. there is an underlying problem - when you are monitoring something, it is not tied to objectives or business goals. ROI is the underlying tone, but we can prove business impact. Everything funnels into a partner community now that replaces the tools are not there yet - are you trying to track individuals, or the communication about your product. And once you have those things, what can you do with it? There was a report out recently that 80% of social media traffic is unreported. - only 80% click the link, the rest is follow on traffic. One of the key values of community is Customer Relationship Management Bottom lines to two things: revenue and margin WOM and engagement & product improvement: revenue building cost savings: self-service, help desk (margin building) What are the key questions and topics we want to address?

• WOM advocacy - how to measure it, how do we facilitate that? • Tools for syndicating content • Measurement is a general problem, and how we can measure the business

impact and ROI • How can we do this on a one-to-one basis to see how the business is impacting

the individual user. • How does market awareness brand affinity affect profit gain? Does that

participation translate into improved revenues. • Social identity - people have different identities in different places: who is the

consumer, and where are they? What types of technology tools and solutions we are trying to use? You can target users using the knowledge and awareness to action. NetApp: use a business to business site, you must sign up with a real name - no anonymity the quality of conversation have increased, as the audience is have had to remove one post in a year have 18000 people in the community, 120 sales engineers answering questions - 60% customers & prospects. Anyone can join, but partners can access specific places. Changed partner portal to community. All messaging has 'to discuss it more' link to the community. Content started out mostly employees, now is starting to be created by users - but he doesn't distinguish between customers and employees - they are all end-users.

Product ideas from the community are also being added to the product - shows business impact. Trying to define a customer lifecycle within the community. Have a separate, paid support community that are uploaded into the KB. One problem is conversations are not able to go across different platforms. Using Jive, with multiple instances Netapp seems to be ahead of the curve in terms of broad-scale engagement with their customers, most companies are not engaging at that level. many of Ajay's customers have forums, communities, twitter accounts - how do you get a 360 degree view? And how do you understand the individual contacts and mapping those contacts to your CRM records. Seem to be a the beginning of this in the industry. Social media monitoring solutions like Network Insights that are very targeted, around specific campaigns. The metrics are evolving and going back to the social behavioral modeling. Other social media monitoring platforms

• Relevant noise • Radian 6

Problems we've found - a little too fuzzy, give you a general directional signal, and you can drill down into the post. But they don't do the social graphing. The tools are very poor in identifying a single person across multiple personas, and the context of the organization they are participating in. Trying to measure twitter traffic, facebook traffic, and link them back, but to measure across the different domains. Its hard to tie traffic together across external sources - you know where they are coming from, but they don't extend to facebook, etc. One way that social identity is being addressed is via reputation - the data needs to be reciprocated, and they will let you spread the data if they get some value form it (via reputation). Another way is through social equity from your relationships to others. People are willing to give a lot of their data in limited social contexts if they have group equity. What is the percentage of people who care about privacy of data vs those who don't - hard to measure since the people who care don't respond.

Key successes of the Netapp community is the relationships they've built - putting out more information can build respect and relationships. Netapp sets the example by being open, and they are able to leverage their exisiting reputation. Best strategy is to ask people for their data - "we'd like to converse with you on Twitter/Facebook". They then come online and share everything about themselves in exchange for an incentive - to know and hear about the products and some small amounts of free stuff. free focus groups and product feedback Identifying who the influencers are amazing word of mouth marketing through syndication Those 6000 users are Problem is they may falsify the information to get the gift - the importance is to leverage the reputation system to prevent that. Is there any interest in allowing community members to share with each other? They can if they want. The focus is on the consumer's benefit to getting hte information they want, and the brand monitors the conversation to get the insights - extracting topics from user feeds based on their conversations to forms a more complete user profile in the CRM about what tpoics they are interested in. Asking questions in a forums is a demand signal - can identify a prospect in a forum 10-15 weeks before they trigger a demand event on your site or contact your sales team. It takes 18 times to hear the product Swarm marketing - influencing the crowd to move and act together. The intent and desire starts to turn into action. They socialize together and act to together, and you can coalesce the intent into and desired action. Seeing in movie we can see how the intent of going to see a movie can turn into box office sales, and we can start to measure that. Surround Marketing: if you know the user's identity, you can surround market them through multiple channels that is respectful - the right place, channel and time that they want to engage on.

Online Recommendations (1E) Convener: Garett Engle Other Members: Jim Scott Carole McManus Katherine Kornas

Brenna Robertson Michael Rafko

Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:

Recommendations strengthen community, improve everything

Egret Endeavors Simple methodology Improve recommendations

• Accuracy, i.e., make accurate to the individual

Amazon suggestions about a group, not customized to YOU Netflix doesn't ask WHY you like a film

Context for recommendations

• People like you • Capture more info about YOU • You like A, you're not necessarily going to like B just because a similar group

does • Don't ignore the individual

Caring.com

• Hundreds of thousands of caregiver listings

How do you get people to rate and comment? This is a community-building problem Reputation systems and incentives can help build this type of content

Pandora Model

• recommendation based on artist • personalized via thumbs up/thumbs down

But if someone doesn't like a song, WHY don't they like it? When are you like the group, when are you not?

Toolbox.com Helping people do their job better Find relevancy Intriguing content vs. actual helpfulness Knowledge share

Personalized recommendation

Social circles vs. professional circles

Providing the NEW experience vs. established social network

Attributes-- which pertain to YOU Aggregate into a profile Ratings from others strengthen attributes

What is the fall-off rate for clicks? How do you get users to invest their time and give feedback What is the worth of input from people who are constantly recommending things?

Who do you trust? Why do you trust them? Attributes of the reviewer

Metrics for Measuring Community Health (1F) Convener: Amber Authier, officialCOMMUNITY Notes-taker(s): Charlotte Ziems Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps: We need to define what a healthy community means. This will depend on each individual community. The Community Manager defines the type of community (e.g. software development community would measure number of downloads, etc… where a musician’s community may measure sign in data and mailing list numbers). Unique visitors may be on the rise, but is the unique visitors a real number? Do they indicate health? Most participants felt that the answer to that question was no. All of us have an intuitive sense of health of a community because we are part of that family. Also a lot of families have rules. Does post frequency = health? What causes post frequency? How to encourage participation? It is based on qualities of community manager. Someone noted that the role of community manager and the role of a community leader are different. The Community Manager needs to identify the Community Leader. Health = loyalty and usefulness but how do you measure loyalty? Return visits and time spent was the most common. Do Community Managers create community? Measure specific content and posts to assess problems solved. Is counting the number of experts in a community a sign of health? Is expert usefulness dependant on the number of people listening to or reading that experts’ posts? No – an expert is an expert regardless of followers. Lithium has issued a free report/white paper called “Community Health Index”. In it they identify Growth, Useful Content, Popularity, interactivity, and liveliness as metrics for community health. Metric can change over time but Lithium normalized the info over time. A “Kudos” rating system was developed. More information can be found with Lithium. How to measure “useful content”? Ratings – Positive only = kudos. Users gain reputation so weight of kudos from lots of reps is larger. Why only kudos? A la Digg. It prevents the gaming of the system. Inferred stuff going wrong. Tagging also enters into it. 99% of content comes from 10% of users.

Lots of metrics aggregated together = health. Get Satisfaction has a Satisfactionometer, which allows users to measure kudos more gradually. Surface best answers to top. Lithium= kudos. Question: If a new user gets a bad rating, do they post again or does it limit growth? That is why Lithium does kudos only. But no rating = a bad rating. Users getting bad rating is a moderation problem. Work with users to understand why their posts don’t get kudos. Small community may be valuable to members even though it isn’t big. How to define health when not every member contributes or when community isn’t huge. Sometimes growth of community ruins health of that community. Twitter is great tool to moderate community and connect with members. How do people measure Twitter? # of followers. Twitterizer. # of retweets. Getting sentiment across tweets too. Retweets of good tweets and retweets of bad tweets. Communities – what is their value in contributing the business as a whole. Measure that with affinity. How do we explain to clients the value of the online world to the offline world? Sentiment. Through research. Through social media monitoring. A human is needed to interpret metrics. Statistics need to be considered with human judgment. Some communities are small and don’t have the resources to do sophisticated research to measure health. Social capital vs. intellectual capital. Health = success? What’s unhealthy? Norm-busting behavior. Crucial Conversation was recommended as a book worth reading. It covers how to bring up taboo subjects. Patterns of behavior indicating “unhealthy” are predictable in their path they take so their path can be shifted or influenced. Healthy communities need guidelines that need to be defined and enforced. Enforcing guidelines is key – you have to do it consistently and fairly. No cops in every corner. Pre-establishing guidelines and culture influences the health of the community. Affinity super hard to measure – requires natural lay-processing. Health is based on community purposes. If your comm unity has no purpose, there is no concern of health.

Can’t you just ask the community if they think the community is healthful? It does work. NPS = Net Promoter Score = Sentiment. Some got great results from this tactic. For some communities this is helpful and for others it may not be. Is the community part of a healthy ecosystem = pro creation/growth A metaphor of “automated health care” was mentioned. You want to talk with your doctor Why don’t you just ask them – iPerceptions.com has a free tool for asking them. Tying goals of community back to the goals of the business. 3 factors to measure = 1) traffic (data) 2) behaviors (management/downloads/posts/etc…) and 3) Value Proposition (weather your stats are increasing or decreasing Value has to tie back to a tangible business goal to get executive buy-in. Attributes of healthy community = good communication, dialog, good information, respect, participation, ideas, interest, engagement, diversity, inclusive (these were the attributes of what the discussion attendees indicated was the measure of the success of our session). What tools are people using? Google Analytics (you are on your own to interpret and set up), Omniture (pre-established relationship, assistance with set up) Vendor platforms are fine, but reporting sucks. Jive, Teligent, etc... It is still a manual process.

How to Nurture a Thriving Open Source Community in a Commercial Open Source Context (1G) Convener: Peter Theony Other Members: Nick Pollitt Karen McAdams Jack Herrick

Stefano Maffulli Frankie Callahan Terri Peluso

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps :

Metrics for Measuring Community Health (1H) Convener: Amber Authier Note Taker: Charlotte Ziems Other Members: Arielle Hoffman Myrna Rivera Dana Nourie Daniel Ciomek Debbie Austin Robin Bertelsen Amber Authier Guy Martin Ron Liechty Jay MacIntosh John Todor Chas Warner

Keith Savageau Shana Brennan Becky Herndon Jennifer Graziami Navneet Grewal Krs Freeman Kirby Freeman Jeff Patrick Hiren Patel Amy Muller Jordan Williams Mike Rowland

Kevin Burns Jorge Dorantes Raul Wescott Melyssa Nelson Estee Solomon Gray Thomas Knoll Jessica Margolin Michael Sharma Carole Lin Marcos Polanco

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Defining health of community depends on type of community.

• Community manager defines type of community (eg software dev measures = # of downloads)

• Musician community- sign in data and list members • Unique visitors are on the rise • Are unique visitors a real number? • Do they indicate health? NO

All of us have an intuitive sense of “health” of community because we’re all part of a family.

• In families there are rules Post frequency = health.

• What causes post frequency? • How to encourage participation? • Qualities of community leader? • Role of community manager is not same as role of community leader

o Manager has to identify leader Health= loyalty and usefulness

• How to measure loyalty?

o Return visits o Time spent

Do communities create community?

• Measure specific content and posts to assess problems solved. Community’s number of experts is a sign of health

• Is expert usefulness dependent on the number of people listening to or reading that experts’ posts?

o NO- an expert is an expert regardless of followers? Lithium- report on “Community Health Index”

• Growth, useful content, popularity, interactivity, and liveliness • Free report – metrics can change over time but Lithium normalized the

information over time. • “Kudos” rating system • Lithium community has more info • Q: New user gets a bad rating- do they post again and does it limit growth?

o A: that’s why only kudos are used • Q: But no rating = bad rating

o Users getting bad rating is a moderation problem. Work with users to understand why their posts don’t get kudos

How to measure “useful content”?

• Ratings: positive only= kudos • Users gain reputation so weight of kudos from lots of reps is larger • Why only kudos?

o Prevents gaining of system o Inferred stuff going wrong o Tagging also enters into it o 99% of content comes from 10% of users

• Lots of metrics aggregated together = health • GetSatisfaction has “Satisfactionmeter”

• Allows users to measure kudos more granularly, surfaces best answers to the top

Small communities are valuable to their members. Even though its not big. How to define health when not every member contributes or when community is not huge. Sometimes growth of community ruins health of the community. Twitter is a great tool to moderate community and content with members. How to measure Twitter?: # of followers; Twitteralizer; # of return tweets- on both good and bad tweets; Getting sentiment across

Communities � their value contributing to business? Measure that with affinity. How to explain to clients the value of the online world to the offline world. Sentiment. Brand. Research � social media monitoring. Need a human to interpret metrics. Statistics need to be combined with human judgment. Some communities are small and don’t have the resources to measure. Social capital vs. intellectual capital. Health � success? Whats unhealthy? Norm-busting behavior, Crucial Conversations if you’re never heard about. How to bring up taboo subjects? Patterns of behavior indicating “unhealthy”. Predictable in the path they take so their path can be shifted. Community guidelines need to be defined and enforced. Enforcing guidelines is key- have to do it consistently and fairly and make it distributed. No cops in every corner. Pre-establishing culture influences health of community. Affinity super hard to measure- requires natural processing. Health is based on community’s purpose. No purpose = no concern about health. Cant you just ask the community if they think the community is healthful? IT DOES WORK. NPS = net promotor score. Sentiment. Person @ Sun asked community and got great results. For some that’s helpful, for other’s its not. Part of healthy ecosystem = procreation/growth. Metaphor of “automated health care”. You want to talk to your doctor. Why don’t you just ask them- iPerceptions.com has a free tool for asking them. Tying goals of community back to goals of business- 3 factors 1. traffic (data) 2. behaviors (downloads, posts, etc.) 3. value proposition

Value has to be back to a tangible business goal Attributes of a healthy community: good info, respect, participant ideas, interest, engagement, diversity, inclusiveness What tool or SW are people using?

• Google analytics- you’re on your own • Omniture – pre-established relationship • Vendor platform data is fine but reporting sucks!

Using Other Social Media Networks to Build Your Com munity (1I) Convener: Janet Fouts Notes-taker(s): Megan Keane Other Members: Robb Miller Gail Ann Williams Heather Rodde Megan Keane Susan Tenby Heather Wong Jenee Cline Chris Wolz Zoya Fallah Hal Bryan Terry Nagel Luchen Foster Ray Eisenberg Denise Kalos Heather Forsythe

Bill Jacobson Nathan Gwilliam Thomas Miner Buddy Teaster Will Bunker Rachel Weidinger J.J. Toothman Mike Rosenthal Lauren Klein Cindy Starks Christine Sarkis Tim Knight Jun Shim Debbi Dembecki Mary Song

Andrew Bishop Randy Paynter Lynne Steffins Tom Nickel Brian Sullican Shara Karasic Molly Robinson Cynthia Schroeder Rachel Makool Jennifer Keever Janice Linden- Reed Angie Ryan Tom Humbarger


• GroupLeaf place to aggregate social media identities of your users together • SocialMention (free), Trackr (free), many paid tracking tools (Radiant6 is one) • A lot of tracking is scrappy • Can use analytics to track where traffic coming from on your social network.

Then can do campaign targetting specific social media network & look at results • Get community involved where they live already • Content created on site automatically can update Twitter, Facebook, etc.--bring

traffic back in, incentive is one place to go to write that goes out to many channels

• Strategy of having tools in one place to push info. out • Every single social network and community has own culture: each have own

language & way of speaking, have to tailor message to culture • Don't choose the network first: Understand your audience: segment your

audience to figure out who your market is, who you want to connect o, what their behavior on other sites is to get most bang from your effort

• Key of Twitter/spread/viral marketing is getting connected to a few key people with large networks, target folks who are interested in what you're interested in, reach out to them

• When you go to funder, your Twitter influence score matters; something to think about for nonprofits looking for funding.

• Many Twitter ranking tools available to find influential users • Support team at Comcast an example of customer service on Twitter. One

individual face w/ team behind it • Southwest another good example of corporation effectively using Twitter, as our

JetBlue, Zappos • Some pizza places used by abolishing phone orders in favor of tweeting orders

in, give out free coupons • charitywater.org fantastic example of nonprofit using social media in smart ways • Big brands traditionally more support in community • How are you managing all these channels with not a lot of people? Find tools that

do double-duty: Ping.fm (selective updating any/all of different social networks), Seesmic, Twirhl good for managing mutliple accounts. Mobile tools: Tweetie,Twitterfon, TweetStack mobile tools

• How do you get conversations on social networks aggregated back to your site? • If your conversation is interesting enough, they will go to where it is. You may

catch them one site and lead them to your site • Incentivize users can be low-level, give 'em a t-shirt • Transactional questions in a forum • Easy to forget that some people are allergic to certain kinds of communication:

have options for them to participate in the medium they like, be it forums, paper mail, Facebook, etc.

• Strategy matters--where do you want your community to live? What do you want to accomplish? and drive the users to where you can achieve your objectives

• Ideally you would use both own communtiy & other social platforms • Huge difference between collecting user info. & putting in a database vs having

them opt-in • Hopefully reason behind the group isn't to get lead, but instead about the subject

matter & community • Any stats on likelihood of joining community of having FB connect vs not? Nice to

have convenience of easily clicking into FB. BUT don't necessarily want to share all your community interactions w/ Facebook, most people have many facets of their lives don't necessarily want to share everything cross-platform

• Methods for finding discussions? Keyword searches on Google, SocialMention, etc. and get alerts

• YouTube success also with tutorials, training videos, etc. • Many marketing YouTube contests w/ mixed success • Small prizes (<$1000) work well • Key is videos don't go away, they are still there builiding traffic • Finding the people who are passionate & give them tools to evangelize behind

your cause/campaign/brand • Choose your topic carefully b/c you can't control what they are going to say • Social media great way to re-purpose content for free • Reaching out to content creators to feature their content

• Importance of aggregation to be able to put it all in one place; users will want to go to one place for all the best stuff

• When you support thought leaders on other networks, they will return the favor in ways you can't imagine

Recovery.Gov – Myth or reality (1J) Convener: Claude Whitmyer Notes-taker(s): Claude Whitmyer Other Members: Angela Hey Francine Hardaway

Rajesh Pandey Claude Whitmyer

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Recover.Gov - Reality or Myth? Conclusion: No real community on Recovery.Gov. No dialog. Needs a community manager and community software. Reference: This book is a good place to look for a detailed break down of what’s actually going on: Guide To The Stimulus Packages The Definitive Defense Reference. (available on Amazon). The recovery act mandates infrastructure for telecommunications (to finish providing access to the Internet for those segments of society that don't currently have it and to help schools get wired or upgrade their existing telecommuniations infrastructure/Internet access). Convener: Claude Whitmyer, Attendees: Angela Hey, Francine Hardaway, Rajesh Pandey 1. Small businesses interested in getting funding to create a for-profit company working in the online community sector. The Recovery Act is more setup toward vertical segments than small businesses in general. For small business the most important thing is the changes in SBA Loans. *Waivering of fees *Lowering of interest rate *Increasing the guarantee/lowering the collateral *Software = qualifies as a manufactured product Reality, it's now easier to qualify for an SBA loan, but there are very few "premier SBA lenders," those banks officially allowed to submit the loans. So it is NOT easy to get the loan, though it is possible.

Patriot's express loans for Vets is the easiest small business loans to get. You can apply directly on SBA.Gov for up to $35,000. The nature of the funding makes it possible to get the software, website development, and training included in the project. 2. Telecommunications infrastructure: USDA RUS grants to wire economically depressed rural areas and tie indian reservation sites together. "Wiring" is mandated. Video and web conferencing, software/hardware, training to use. Proposal to include creation of and training for learning communities using all this infrastructure, make sense. Partnering with local business, local government, indian agencies, ad local colleges seems like a good strategy. 3. Telemedicine/Health Records Infrastructure: Again, large amount mandated. *Money for health IT for small providers to move to electronic health records. *Money to get certified by CCIT which is the board to certify what can be used for health records. 4. There is green weatherization money. But this probably only releated to green businesses or non=profits who happen to also want to build online community. The nature of the funding makes it possible to get the software, website development, and training included in the project. Most money goes to various agencies. From federal governement to state agencies to local agencies. Most of the money is goiong to large corporations with established relationships with government agencies. right now recovery.gove is only reporting what has been awarded. Very little is announced with enough of alead time to submit an application by the deadline 5. Higher Ed Capital improvements is the easiest way to get a share. One advantage of universities is that they can come up with large, "shovel-ready" Conclusion: No real community on Recovery.Gov. No dialog. Needs a community manager and community software. Next Steps: Write/blog about the inequities of this system and the neglect of the small (less than 100 employees) business which actually creates more than half of all jobs and numbers as many as 21 million companies. There should be more support for this

size business since it has an even greater actual impact on the economy than the Fortune blah blah. AND…these businesses are both cheaper to bail out and easier to make successful.

Social Media Virgins (1J) Convener: Claude Whitmyer Notes-taker(s): Claude Whitmyer Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:

Who do I need a community?

Customers are 3X more likely to buy when engaged in community

How do I engage people without them feeling marketed to?

Next step tie on line communities back to traditional social interaction

Open Space Second Session Topics

The Trainwreck that is the Distributed Conversation (2A) Convener: J.J. Toothman Notes-taker(s): Delia Santiago Other Members: JJ Toothman (host, @jjtoothman) Dave Peck Delia Santiago Tom Humbarger Karoli Kuns Marc Dangeard Scott Hogrefe Francine Hardaway

Maryam Webster Eric Suesz Amy Muller Jill Finlayson Scott Dodds Debbie Dembecki Janice Linden-Reed Chas Warner


• Conversation is happening all around the place about. • Someone might blog, tweet about it, feeds to Facebook. People might reply in all

of those places. o What techniques/ practices do people have to deal with that to have

singular healthy conversation? o Is that necessary? o Does this distributed conversation make community weaker or stronger?

• Prob: Someone might only go to one place and think there isn’t a conversation. Also, it makes things hard to track. A good discussion might take place but only fraction of folks are contributing to.

• Can be okay having them distinct, but want way to aggregate for archival purposes. So for example, so you know where the conversations were. 1) discovering it 2) archiving it.

• Is this solved by a missing widget for Wordpress. Tumblr. All Top dashboard. • Desire to have it feed into somewhere so you can see who’s seeing what instead

of checking everything. • Cross posting link vs. cross posting the content…. • Also issue of OTHERS reposting your content. “Cut and Paste” • So various paradigms include:

o Posting same content multiple places o Quoting and reposting (cut and paste) o Post one place and push out links to multiple places.

• Upside to distributed conversation: A positive, particularly if there are links back to each other.

• Do you want to close the loop at some point? Don’t HAVE to, but there can be a benefit to it.

• Is this a missing visualization tool… or more? • Conversation prism. Trackback. Track on Twitter. Bit.ly. • What do folks do to track their content:

o Track o Bit.ly o Technorati o Many others…

• Connect connect in first place via Yahoo Pipes, Tarpipe. • So: Tools for monitoring, aggregating this is not necessarily there (yet). • Could have conversation all stream/ feed back to the original posting. • Reframe It as another tool—offers more control. But also adds another layer of

content, too. • Temporal component, too. 1) how real time show, distributed across networks 2)

how tally the impact. Twitter isn’t as easy to search as far back as a blog post. • Folks want this information come/ sent TO them. • “Our messages are traveling faster than we can follow them; that’s necessarily a

horrible thing”. • Silo’d communities vs. one unified community. • How do you know if people “care”? • Do the members want to engage with other groups? • Layer of abstraction: persistent identifiers. • Twitter and FB has democratized the conversation. Can follow lots of people at

once on Twitter. One to many component of the conversation. • Discussion of Google Wave; have integrated conversations from it, among many

other useful features. What standards apps are being written on. • Does distributed conversation strengthen or weaken to community?

o Strengthen, but want to monitor it all. o Who is talking about our stuff (as a brand)? o Where can I go to participate?

• Complete Web Monitoring by Sean Power • LeedLander

Key question:

o How do we facilitate it (the conversation)? Takeaways

• We needs better tools to track conversation, linkback. Visualization tool. • You can’t control it. • How can you get users to link content/ conversation back to you? If it’s so easy

to distribute content, make it as easy to aggregate the conversation. • Be aware if you’re using the correct network. • Distributed conversation—Do Not Ruin It! This is okay!!

Strategy and Communities (2B) Convener: Nolifer Merchant Notes-taker(s): Valerie Kameya Other Members: John Todor Mike Sitrin Krys Franklin Denise Kalos Navneet Grewal Ray Eisenberg Mary Walker

Jordan Williams Nikki Pava Alexa Bruce Valerie Kameya Perrine Crampton Denise Kalos-Brevida

Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps: AOL- Online corporate learning. Taught Web 2.0 tech. Recognized contributers. V. successful. Wrap learning into process so ppl don't go back to habits. Citibank- learning lab. Net app- using external network internally. Move away from distrib lists. No central resources. Participants can search for info. Emails sent- lost info, can't search other's email historically like a forum can. Intranet vs. online community. Intranet- login annoyance. Autodesk- 90% intranet info into sharepoint site. Lessons learned- moved intranet over with same structure. Success factors workshop- Ppl moving to community from intranet (static). How to apply community activities in process. Encourage conversation- brings health to org. REI- Sharepoint- a repository, not a community. Self-selecting- online community fans participate. REI for good. Great place to work -Forbes. Yammer- connect around a tradeshow. Long tenure workers- reluctance to change. How do you merge old email/meeting ppl w/ newer workers more comfortable with it? Sugg: Model the new behavior 1-9-90 1 drive , 9 helping, 90 coming along for ride Something has no value to you because it's not you. What can we achieve using social media vs. non sm?

-Meetings- tough questions in social media enables employees to ask qs not comfortable asking in public. everyone cloaked in meeting- safe. collaboration safer. can tell someone five levels up that they don't think their idea is good. AOL- differential levels of buy-in. Denise- Prob w/anonymity. Can communicate w/comm manager about problems and would be answered. Answered in forum so no one singled out. New form of submitting qs on index cards (ppl put qs and names on cards). Prob w/anonymity- 360 review- ppl attack anonymously because they feel protected. Denise feels we need to own our voices- be responsible, considerate. Pros- temporary anonymity- personas. Ongoing identity. Studies- we can't stop ourselves from judging ideas based on who we think it's coming from. Not listening to 12 year old kid, not your demo, not listening. Bob always says that, you stop listening to Bob. The strategy/decision making process is a social decision. REI- headquartered in 1 place, locations in many places (85% of customer interactions occur here). Good to know if input coming from hourly employee vs manager. Yammer- great way to get ppl engaged in community around a tradeshow. Could be fun, a contest. Embed a behavior. Yammer feels friendly, has pic next to it vs. email- very formal- form, white space. Creating open environment. Sustainable Design conference. Frog Design. Write down what your brand is on a piece of paper. How you want your brand to be seen. Facilitates collab learning in old school method. Fan of social media but very suspect of it. tweet- social media more about them than you. how much of it are problems that wouldn't exist if you sat down and talked to them? Or social media gives us tools to do what we want to do- collaborate. Interact more as equals. Way to build cool things. Community has to happen in person. We are all ppl. Tapping into what we want as ppl-shake hands, put face with name, feel the person's warmth. Stay connected as ppl. One POV- we don't want to collaborate b/c we don't want things to move slower. Understand theoretically that collab gives buy-in. Strategy- comm decision making body? Prob bad strategy. Or to connect w/what's going on in org?

Set clear expectation. Authority, delegation, etc. Don't want to set expectation of listening to ppl and acting on it. Arg made in Wisdom of the Crowds book- comm made of diverse indiv w/diff level of knowledge- aggregated decision could be better than small group of experts. More buy-in. Comm decision making diff process than exec decision making. Don't combine both- makes it slower. Culture- ppl feel safer when anonymous- is the prob collab decision making or the problem of an unsafe corp culture? Maybe not either/or -spectrum. 100% hierarchical today...decide move to 70%. 10 yrs. ago product innovation 3 yrs. apart- now 6 months apart for cell phones. 50% collab/50% hierarchical? Need for speed. HP- 50% more ideas from other areas of company than from trad R&D dept. We is Me book example- how do you ascribe acctability to anyone? profits eventually donated to charity. Someone needs to be responsible in the end. Idea generation. Leader of division- explore it. Then give smaller decision to community- do you like blue or red? Netapps- contest- ideas for apps. 19 workable ideas; 1 in dev. Beta tester group from comm. How do you have people shape what the problem is? Comm platforms forcing honesty. Stating the problem- no way to deny if a bunch of people are saying that's the problem. Do you have to ask what the problem is vs. scanning through vibrant community's posts to derive problem? Q: how many resources do you have to put against it? NLP -Programming to pull tone, comments, buzz in community. Creating dashboards. System in large company- rollout. Upper people bought in, lower level people didn't use it, said they weren't talking the same language. Linda- you need to talk to customer and read the comments. It's fine for computer to segment, but person needs to ask the right questions and listen to answers. Voice of the employee project- company changed strategy from lean and mean. gave employees open ended questions. promised confidentiality. Asking questions is traditional. Create conversations around it.

Bottoms up approach conversations. Let exec get into the club. Get participants into the club- use multidimensional tagging system. Flippers of interest to some REI stores, not others. Ratings. How to frame and package info so execs can hear. Overwhelmed w/data. Challenge of comm- high volume. Mgrs used to it- execs overwhelmed. Pics? Graphs? How can communities play a part in strategy? not strategy in community. How can community help you achieve your strategy? Execs not distributing info they have; which creates less buy-in for lower ppl. Hierarchical doesn't lend itself to uncontrived conversations. Execs have to speak their language. Lower level ppl -no workforce training, just bots, cog in and cog out. Is online and social media a tool or a paradigm shift? This is a new way to market. This is a collab tool. How do ppl do online community along with their reg job? Wrong question- this is their reg job. How do we monetize this? Don't think it's about monetization. Employee engagement- participating in diff way. Talent segmentation. Who's engaged? Who's not? Are they pivotal and critical? Everyone participates in diff ways. Understand where they sit and how they play. Und how they participate in their diff roles. Social media- vehicle for change- new org. Push-back- give it to me the way I want it. Citibank- put into situation- have to figure out strategy in a few hours. How are you going to survive in new environment? John Chambers- Cisco video. Top- bottom- nothing in the middle Focus on strategy and process, not the vehicle or tools. Can you drive comm through a tool? sharepoint, twitter.

Using Strategy and Communities (2C) Convener: Nilofer Merchant Notes-taker(s): Valerie Kameya Other Members: John Todor Mike Sitrin Krys Franklin Denise Kalos Navneet Grewal Ray Eisenberg

Mary Walker Jordan Williams Nikki Pava Alexa Bruce Valerie Kameya Perrine Crampton

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Denise Kalos-Brevida AOL- Online corporate learning. Taught Web 2.0 tech. Recognized contributers. V. successful. Wrap learning into process so ppl don't go back to habits. Citibank- learning lab. Net app- using external network internally. Move away from distrib lists. No central resources. Participants can search for info. Emails sent- lost info, can't search other's email historically like a forum can. Intranet vs. online community. Intranet- login annoyance. Autodesk- 90% intranet info into sharepoint site. Lessons learned- moved intranet over with same structure. Success factors workshop- Ppl moving to community from intranet (static). How to apply community activities in process. Encourage conversation- brings health to org. REI- Sharepoint- a repository, not a community. Self-selecting- online community fans participate. REI for good. Great place to work -Forbes. Yammer- connect around a tradeshow. Long tenure workers- reluctance to change. How do you merge old email/meeting ppl w/ newer workers more comfortable with it? Sugg: Model the new behavior 1-9-90 1 drive , 9 helping, 90 coming along for ride Something has no value to you because it's not you.

What can we achieve using social media vs. non sm? -Meetings- tough questions in social media enables employees to ask qs not comfortable asking in public. everyone cloaked in meeting- safe. collaboration safer. can tell someone five levels up that they don't think their idea is good. AOL- differential levels of buy-in. Denise- Prob w/anonymity. Can communicate w/comm manager about problems and would be answered. Answered in forum so no one singled out. New form of submitting qs on index cards (ppl put qs and names on cards). Prob w/anonymity- 360 review- ppl attack anonymously because they feel protected. Denise feels we need to own our voices- be responsible, considerate. Pros- temporary anonymity- personas. Ongoing identity. Studies- we can't stop ourselves from judging ideas based on who we think it's coming from. Not listening to 12 year old kid, not your demo, not listening. Bob always says that, you stop listening to Bob. The strategy/decision making process is a social decision. REI- headquartered in 1 place, locations in many places (85% of customer interactions occur here). Good to know if input coming from hourly employee vs manager. Yammer- great way to get ppl engaged in community around a tradeshow. Could be fun, a contest. Embed a behavior. Yammer feels friendly, has pic next to it vs. email- very formal- form, white space. Creating open environment. Sustainable Design conference. Frog Design. Write down what your brand is on a piece of paper. How you want your brand to be seen. Facilitates collab learning in old school method. Fan of social media but very suspect of it. tweet- social media more about them than you. how much of it are problems that wouldn't exist if you sat down and talked to them? Or social media gives us tools to do what we want to do- collaborate. Interact more as equals. Way to build cool things. Community has to happen in person. We are all ppl. Tapping into what we want as ppl-shake hands, put face with name, feel the person's warmth. Stay connected as ppl. One POV- we don't want to collaborate b/c we don't want things to move slower. Understand theoretically that collab gives buy-in. Strategy- comm decision making body? Prob bad strategy. Or to connect w/what's going on in org?

Set clear expectation. Authority, delegation, etc. Don't want to set expectation of listening to ppl and acting on it. Arg made in Wisdom of the Crowds book- comm made of diverse indiv w/diff level of knowledge- aggregated decision could be better than small group of experts. More buy-in. Comm decision making diff process than exec decision making. Don't combine both- makes it slower. Culture- ppl feel safer when anonymous- is the prob collab decision making or the problem of an unsafe corp culture? Maybe not either/or -spectrum. 100% hierarchical today...decide move to 70%. 10 yrs. ago product innovation 3 yrs. apart- now 6 months apart for cell phones. 50% collab/50% hierarchical? Need for speed. HP- 50% more ideas from other areas of company than from trad R&D dept. We is Me book example- how do you ascribe acctability to anyone? profits eventually donated to charity. Someone needs to be responsible in the end. Idea generation. Leader of division- explore it. Then give smaller decision to community- do you like blue or red? Netapps- contest- ideas for apps. 19 workable ideas; 1 in dev. Beta tester group from comm. How do you have people shape what the problem is? Comm platforms forcing honesty. Stating the problem- no way to deny if a bunch of people are saying that's the problem. Do you have to ask what the problem is vs. scanning through vibrant community's posts to derive problem? Q: how many resources do you have to put against it? NLP -Programming to pull tone, comments, buzz in community. Creating dashboards. System in large company- rollout. Upper people bought in, lower level people didn't use it, said they weren't talking the same language. Linda- you need to talk to customer and read the comments. It's fine for computer to segment, but person needs to ask the right questions and listen to answers. Voice of the employee project- company changed strategy from lean and mean. gave employees open ended questions. promised confidentiality. Asking questions is traditional. Create conversations around it.

Bottoms up approach conversations. Let exec get into the club. Get participants into the club- use multidimensional tagging system. Flippers of interest to some REI stores, not others. Ratings. How to frame and package info so execs can hear. Overwhelmed w/data. Challenge of comm- high volume. Mgrs used to it- execs overwhelmed. Pics? Graphs? How can communities play a part in strategy? not strategy in community. How can community help you achieve your strategy? Execs not distributing info they have; which creates less buy-in for lower ppl. Hierarchical doesn't lend itself to uncontrived conversations. Execs have to speak their language. Lower level ppl -no workforce training, just bots, cog in and cog out. Is online and social media a tool or a paradigm shift? This is a new way to market. This is a collab tool. How do ppl do online community along with their reg job? Wrong question- this is their reg job. How do we monetize this? Don't think it's about monetization. Employee engagement- participating in diff way. Talent segmentation. Who's engaged? Who's not? Are they pivotal and critical? Everyone participates in diff ways. Understand where they sit and how they play. Und how they participate in their diff roles. Social media- vehicle for change- new org. Push-back- give it to me the way I want it. Citibank- put into situation- have to figure out strategy in a few hours. How are you going to survive in new environment? John Chambers- Cisco video. Top- bottom- nothing in the middle Focus on strategy and process, not the vehicle or tools. Can you drive comm through a tool? sharepoint, twitter.

Online Publications Community Efforst: What’s Wrong , What’s Not, What’s Next- Online Publications and Si tes of Print Publication (2D) Convener: Christine Sarkis Notes-taker(s): Robin Bertelsen Other Members: Jennifer Keever Jeff Eddings Alex Parlini Angela Hey Ray Eisenberg Betsy Burroughs

Mina Eng Adena DeMonte Jen Nestel Rachel Romero Nicole Poindexter

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Questions we all have: Moving beyond PDFs Making content more interactive How do you engage the email list and get them into the forums How do you build a community around local news? Repurpose comment Syndicating content/broaden visibility • Fold participation into the email w/ social sharing. Social Media Insider and Budget Travel newsletters are good examples. • try polls and other hooks to get people to jump in. Ask very specific questions to get the conversation going. • Compelling content is required! • Empower your users to do the sharing for you: ShareMe tool bar Atomize and distribute - what's the value of your own website? But people need an anchoring point and that's the value of the primary website. Develop relationships to other bloggers. Have then write for you and offer to write something for them and reciprocal links. Upper management by off on community and fear of comments Set clear community guidelines, the brands should listen to the feedback, let people give their own ranks and share, Time magazine lists as an example. They used the google friend connect api. And then they made a re-ranking list app.

Side issue: there are too many communities to join! Google friend connect agrees with you! This can help publications fold in people quickly. What features do people have and want? Better social sharing tools so you don't overwhelm some of the people you interact with. Multiple identities to help manage the streams. People are not using the share tools enough. Static.com which allows user to broadcast content to multiple sites: FB, Twitter and MS. This is for both the editor in the CMS and readers. Where is email useful? When you know a specific person to have the info, rather than share w/ your circle of friends. Have the emails include links to comments. Newspapers The NYT is not interested in ending their pieces with calls to action to the community to get engagement. But local papers need to do this. Underlying motivations Why are you doing what you're doing? You broadcast because you want to be associated with the content. Polls Give a very low barrier to entry and help bring people into engagement. User Generated Content Uses User generated comments can be used to target the editorial and the advertising. Better targeted ads deliver a better user experience. Do 5-part articles to bring people back on a daily basis. Check lists are popular - and ask users what else should be on the list. Marketing engines run on contribution and recognition - make a hall of fame wall Repurpose content Use member comments into "new" articles or as a weekly roundup. Use reader-generated content to start a whole new piece. Distinguishing user generated content Use design, WWE handles this well. PDFs Anyone have any suggestions on how to deal with security, design and other issues - to improve the experience w/ the same features? Try talking to Adobe.

How Does Online Community Help Local Businesses Generate Traffic (2E) Convener: Buddy Teaster Notes-taker(s): Carole McManus Other Members: Michael Rowland, Impact Interactions Michael Mitchell, User Experience Consultant Lynne Steffens, The Groupery

Claude Whitmeyer, FutureU Shara Karasic, Business.com Jim Weldon, SourceN


Key Understandings/Observations

• Many biz owners say "I don't use (social media) tools, so I'm not interested" but their customers DO, so they MUST

• We're seeing more and more anecdotal evidence of how Twitter is creating successful word-of-mouth marketing campaigns

• Twitter hashtags and tagging helping to build brands • Small business owners need constant contact with their customers. Email

marketing doesn't cut it. Twitter and Facebook are cost-effective. • ReachLocal.com is using their platform to convert former Yellow Pages

customers • Publicity around social media tools can create publicity around the business

(e.g., a story about L.A.'s Korean Taco truck is about Twitter, but it benefits the business, too)

• Local businesses are in an excellent position to take advantage of local events, school projects, sporting events to market their biz

• Hiring college interns and retirees is cost-effective way to run social media marketing campaigns

Session Notes

Impactsocialmedia.com Small business consulting for local businesses looking to use Twitter, Facebook, etc. and build their online reputation. Also performs competitive analysis of local competitors and will execute strategy (tweets, updates, work with critics on third party sites, etc.) Work with local search/partner/co-branded marketing Tagging, hashtags on Twitter to help people find them SEO- keywords?

Build presence on social networks, AdSense, etc. Help biz build a following-- 6 month contract ensures the biz is getting the hange of it They monitor social network sites

Small local biz: help them build online reputation What do small businesses do online

Hyper-local communities in the best position to reach out to enthusiastic customers. Biz owner knows their habits (Hot Dog vendor knows what time/day his customers eat lunch there), local biz can cater to school projects, local sports teams, etc.

Twitter success stories

How do you sell to small businesses? Reach out to local businesses Get them to invest in branding, reputation, coupons

Groupery.com using volunteer workforce of parent fundraisers

• parents know local merchants • many merchants say coupons not working for them • Repeat exposure thru social media is valuable

Groupery outreach

• Biz creates profile/billboard -- ads featured on targeted emails • Built into platform • Customizable

Small businesses need to build awareness

• need constant contact with their customers without email

ReachLocal are converting Yellow Pages customers create pg with phone/email of biz Drive SEM internally

Scaling Social Media presence

• use interns/college journalism students • use retirees- AARP programs • Recruit volunteer experts in exchange or free products/svs or small stipend

Many biz owners say "I don't use these tools, so I'm not interested" but their customers DO, so they MUST

Publicity around the tools creates publicity for the biz

• Twitter in the media • Facebook trickling up from their kids

Chamber of Commerce still the rallying point for community businesses

Generals, Colonels and Community (2F) Convener: Guy Martin Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:

Community building is a “contact sport”

How do you balance the “carrot” and the “stick”

Get community to meet spirit of the law, not just letter

FAQ’s are critical

Need human take on metrics

Social Media Monitoring (2G) Convener: Jim Cashel Notes-taker(s): Tezza Yuijuico Other Members: Heather Forsythe Stephano Raffulli David Kim Matt Sharp Brieanne Bogart Tezza Yujuico Gloria Young Tim Knight Michael Sharma Charlotte Ziems

Patricia Harris- Brown Jeff Patrick Chris Kenton Chip Roberson John Yamasaki John Summers Natalie Lopez Thomas Knoll Sarah Hobbs John Moore

Discussion notes, key understandings, outstanding questions, observations, and, if appropriate to this discussion: action items, next steps:

What are the questions around Social Media Monitoring? What toools are available? What’s are the different solutions out there? Light/Med// Heavy *5-8% of high colume tweets are high reach/high-influence/high-priority that should be addressed directly. How important is it to be everywhere at the same time? Depends on the objectives of the campaign. Who matters? Who in large organizations owns the social media? - tension between marketing and customer service? - Zappo’s – it’s an organizational culture - How does social media avoid being the next CRM fiasco?

o It’s not technology, it’s about customer connection and engagement

- Who’s doing SM well? Zappo’s, Comcast, Embark. Monitoring to Engagement: What do you do with the data? What are the real costs? Tool is the hammer, cost of supporting what you actually do with the data (customer service? Respond to customer issues) is the house. Integrating SM into the fabric of the company:

Best Buy Case Study: BestBuys conversations are broadcasted on monitors in the Exec’s offices, all of a sudden people HAD to care about Social Media Who owns SM within an organization? What do small and medium-sized businesses do to handle SM outreach? Monitoring the conversation: How does the content you broadcast reflect what the audience cares about? What are they saying/not saying? SEO-like approach- what are subject interests? Tools Round up: FREE TOOLS: Google Apps Search.Twitter.com RSS Queries Yahoo Pipes Google reader Technorati

Blogpulse Connectweet Tweetdeck Seesmic desktop Retweet radar Twitalyzer

PAID: Radian6 ScoutLabs General Price Points:

A) Couple hundred $/month: ScoutLabs B) Couple Thousand $/month: Radian6 C) $50K++: Visible Technologies

Sentiment: Don’t underestimate the value of sentimment. The key is what you do with the analysis, how you integrate into the workflow. Companies: Andiamo: uses human analysis to measure sentiment Athena East: human analysis to measure sentiment, also deploy response teams to engage on SM on behalf of clients Random Notes From: Robert Dell'Immagine [[email protected]] ------------------------------- ForumOne uses these social media sites: blogs, twitter, slideshare, scrubscript (documents), youtube, facebook, linkedin How do you monitor? Lightweight tools: radiant 6 -- captures metrics on conversations on the broadest range of channels

Others: andiamo, visible technologies, truecast Problem with heavy volume Measure of sentiment -- what do you do with the data is the problem. Approach: generate categories, e.g spam, computer-generated content, classified ads, splogs One company is developing a product that identifies high-influence, high-volume places where there's feedback, and highlights that. Then look at content -- is it relevant to your company space and does it include words like "sucks". Then manually review the ones that score highest. Measure change over time and see if it changes as you do marketing campaigns. - Engage customer support reps to monitor and respond to social media - In a similar fashion, CRM at first failed until organizations integrated with customer service and marketing processes. - What do you do when you don't have a department to monitor social media? - B2B: fewer people talk about your brand than in B2C communities - Companies should monitor conversations related to their markets, not just those related to our products. - Do we monitor competitors via social media? Tools for monitoring social media: Free tools: Google Alerts, technorati, search.twitter.com, Google Reader + Yahoo Pipes (for RSS), Blog Pulse Cheap Tools: Radian6 (many people recommend this) Expensive: Visible Path Mike Rowland session -------------------- - Users own B2C communities; companies must participate in B2B - Push twitter & facebook people to a landing page where you can measure how many you attracted, then have them log in, and engage. - Highest correlation with purchase for decision-makers was when they visited executive blogs describing company strategy. Lesson: do exec blogs right. - Impact Interactions: white paper titled "Growing the plateau" -- how to revitalize a community that has stalled out. - Intuit moved community from customer support to marketing (2 wks ago) Community-Driven Product Design ------------------------------- Google Blogger product manager got all of his engineers on twitter. Goal is to shorten the feedback loop between engineers and customers. Since it was the product manager who pushed the idea, the engineers felt like it was their idea; rather than when the community manager proposes it, they feel it's another task pushed on them. Accept360 for requirements collection and management.

Identifying and Engaging Online Influencers (2H) Convener: Gam Dias Notes-taker(s): Paul Ardoin Other Members: Dana Nourie Heather Rodde Cynthia Schroeder Matt Warburton Kevin Burns Luchen Foster LaSandra Brill Josh Stivers Molly Robinson Thomas Miner Will Bunker

Paul Ardoin Heather Sarkissian Chris Bank Myrna Rivera Marcos Polanco Andrew Bishop Tom Nickel Mary Song Melissa Hasan Ron Liechty Jenee Cline

Discussion Notes: Good Practices identified with co ntext, key understandings, outstanding questions, observations, and, if approp riate to this discussion: action items, next steps : Questions from the group: How do you find influencers? 1. Identify the top 1% of your user population (AKA "superusers"). Superusers don't always equal influencers; they must have good reputations, provide positive, valuable input to community. 2. Attempt to convert reviewers to bloggers. 3. Look at user forums to analyze frequency of posts, number of responses, and the way responses generate discussion. 4. Criteria can include reach and quality. 5. Dias shares that he uses pre-built tools to discover who's talking about products and services online, and to analyze the resulting statistics. 6. Rating of the content that people provide can help find new influencers. (Using weighted rankings, where anonymous users = 1 pt and other influencers = 10 pts, is also helpful.) 7. Challenge: convincing users that involving themselves with your company does not equal "selling out." What value do you provide the influencers? 1. Incentives must be non-monetary. Examples: Microsoft MVP program, Walmart's "11 Moms"

2. A "tree structure" can reward people for different kinds of activity within the community, such as "member of the week" or corporate rewards (e.g., Sun's "Duke Dollars") 3. Provide early access to new products/services. 4. Give influencers increasing levels of responsibilities (such as moderating comments). Organization must maintain "über-moderator," but much of the work can be sourced to the influencers. (Some attendees have had varying levels of success with this approach; seems to change with type of community.) How many people should be influencers? 1. Depends on criteria. Some felt their criteria might be too stringent. 2. If you just want enhanced feedback, examples are usually under a population of 500. For influencers, population is usually under 50. 3. The 1% - 9% - 90% pyramid was suggested as a guideline. 4. The size of the corporate group dealing with influencers can shrink if the community has a high level of trust with the organization. How can you extract people from other communities i nto your community? 1. Give people the opportunity to define themselves and port your company to their other activities. 2. Example: one participant wanted stronger participation in their online education community, but more discussion was taking place on an unofficial Facebook group. Just leave it there, or actively try to move it? a. Is this a problem? b. Are participants getting adequate value at community site? c. Are they having to give up too much? d. Are the FB users' expectations not matching with what the community offers? When Influencers Attack 1. Prepare for multiple scenarios when announcing a change. 2. Communicate ahead of time. 3. Have a specific point of content for questions. 4. Engage with negative commenters within the context that company has set up, not within the commenters' forum. 5. Expect emotional reactions, and know that a cooling-off period is helpful. 6. Are you listening to your influencers/users? 7. Are you acknowledging their concerns? 8. Do you have a process in place to weed out the trolls? (e.g., Walmart's customer service contacts 1-star reviewers; sometimes the review is fake) 9. Never lie. 10. It is easier to lose trust than build it. 11. Put it in perspective: what percentage of users are complaining? what percentage of complainers are influencers?

Big Community: Strategy Across Your Ecosystem (2I) Convener: Rachel Weidinger Notes-taker(s): Brenna Robertson, Google Other Members: Janet Fouts Lauren Klein Paul Wescott Angie Ryan Rajesh Pandey Jun Shim Bill Johnston Bonnie Ho Lori Anderson Jorge Dorantes Nathan Gwilliam

Robb Miller Brenna Robertson Marie Girardet Jeremy Latimer Susan Tenby Lily Wong Katherine Kornas Jay MacIntosh Amy Muller Rachel Weidinger

Discussion Notes: Good Practices identified with co ntext, key understandings, outstanding questions, observations, and, if approp riate to this discussion: action items, next steps :

• How do you decide who is an influencer? o Watch over time and see who has a lot of followers, playing w/ influencer

tracker things on Twitter. But now need to expand beyond Twitter. o Tracker tool. o Tracking influence on FB? No.

• What's strategy to work across multiple platforms? o Twitter, Events. o OH community team manages this.

• It's not about tracking people who are using different personas. • Have to understand the difference between the different medias / communities • You're not going to get anywhere saying the same thing to the same people

across different networks. • Idea is to have one over-arching umbrella. Use one voice but tailor to different

communities • Have a blog. Promote other blogs. LinkedIn. • Strategy - your intention and goals and what does your audience want to do? • Focus on 4 or 5 touch points and evaluate on a quarterly basis. • It'd be a mistake to spit things into a bunch of different communities. • Adjust the way that you write. Be aware of how you communicate and make it

more personal. • Didn't plan how to measure and track before starting - figure out which metrics

you're going to look at before you start!

• Does presence on Twitter and FB replace community forum? • Using TW to push out blog posts, and putting things on FB site • FB posts are getting more comments than forum. • Does it matter where it's coming in to? • If you can incorporate tagging, that helps • If the convos are happening everywhere, it's more impactful than bringing

everyone back to you. • People are comfortable w/ the platform they know, so push the content to the

different places. • How to combine? How to feed back to community? OpenID helps. • Is the center of gravity moving out to the public sphere? • Difference in strategy - do you want there to be more conversations about X or

do you want to own the conversations about X? • If all the SM sites went away, what would your users want? • You need comm. platform to keep the conversation. • Have a place in your comm where you aggregate what's out there. • Aggregate other people's content to your network. Bring other communities to

your network. • Do you get better data from the people who signed up on your site, rather than

FB? • Yes, since you have user/acct info. Therefore, that's an argument to keeping

comm in your site. • Is FB feedback diluted (since people aren't necessarily going there to discuss

your topic)?the g • Conversations on FB are much better than on my site, b/c they're not influencers.

More truthful b/c they don't have a specific agenda. • TCs response to FB and TW = build a better site on your own so you're not all

over the place. They're very defensive and don't want to see us distribute convo. • Take a convo that starts on own community and then post on FB • At what point do you let presence on your comm go? How do you make that

decision and how do you make it happen? • Weird when they announce on FB that they committed MySpace suicide. Just

stop using MS instead. • But if you just stop w/o announcing, users think we don't care and aren't

engaging. • Doesn't reflect well on company. • Tell people where to go instead, when you leave somewhere. • Switched FB group to FB page. Put a big note on group and had people go to

page. Stop promoting. Don't want to get questions at place you left, and have users go w/o a response.

• What's strategy, getting users engaged w/ each other? What's your involvement. You getting involved changes the convo b/t users.

• How do you switch resources around when convo moves? • Intuit: FB presence, events. Have migrated Yahoo! content over to Intuit platform.

Doing little things to drive traffic. • Goals: product support and marketing.

• Stay on mailing lists. Be able to recommend different resources that exist (not necessarily yours). Then chime in on lists every once in a while.

• Opening conversation vs. owning conversation. • What's monetization strategy? Ad? Then you have to own convos. If you're just

trying a brand, then it doesn't matter where the convo happens. • TW for cust support, PR, start convos about product. Works well. Mix of owning

convo and just listening to dialogue. • Just important to be part of convo. It's not about the customer always coming to

you. It's about finding the convo. • What happens when you go out to comm and participate in convo? • Everyone has a mic nowadays - so you can't control. You have to join in order to

have some influence and participation. Then you gain credibility when they see that you're willing to go out and meet them where they are. This builds a great brand and PR.

• No way to bring back to one place now. Have to have a strategy to manage multiple locations

• People appreciate when you reach out to them via SM • Timing is good right now b/c people are cutting down on customer service. • Ebay housed the responsibility of listening to SM under Marketing, but marketing

got cuts first, so that was the end of that. Should be under a communications group.

• Should encourage all depts to participate • But, not all people are good at it, in which case it's OK for some people to go

through one person (as opposed to all tweeting on their own). • How would you tell someone how to tweet? • Explain what to cover • Corp guidelines are good for SM engagement so everyone's comfortable. People

want rules and examples. • What about people who are afraid of online identities? • Britney Spears example: she has a team that tweets under the same name, but

they all sign w/ their own names. It's obvious when Britney tweets vs someone from her team.

• Cotweet - use it. • ROI? • Track URLs you share so you can show that you added x people to list via

Twitter link.

Social Psychology 101 for Community Managers (2J) Convener: Scott Moore Notes-taker(s): Scott Moore's Notes on the session, they do not reflect all that was discussed during the session Other Members: Terri Peluso Peter Thoney Perrine Crampton Heather Wong Carl Wakson Debbie Austin Zoya FAllah Melyssa Nelson Sara Leslie

Chris Bailey BEcky Herdon Ganesha Bhaskara Aaron Favara Estee Solomon Gray Gail Ann Williams Keith Savageau Shana Brennan John Moore

Discussion Notes: Good Practices identified with co ntext, key understandings, outstanding questions, observations, and, if approp riate to this discussion: action items, next steps : Intro I am not a social scientists, just a Community Manager who has been learning as I go. I want to share the moments of, "I know that, it has a name?" with you. The format is on definitions, examples and some practical applications. The main goal is to get you started in learning from other disciplines. The secondary goal is to improve ourselves as community managers and participants as community members. (Additional notes: there is a community manager in Poland named Darek Kleczek who blogs at "Leadership in Social Networks" who was the inspiration for putting this into a specific form for community managers. He's worth keeping an eye one as he develops ideas about how we can encourage leaders to develop in our communities.)

Fundamental Attribution Error Definition: People tend to presume the actions of others are indicative of the "kind" of person they are rather than their actions being caused by a situation. Based on experiment by Edward E. Jones and Victor Harris (1967). Coined by Lee Ross (1977). Sometimes called "correspondence bias", but not by all social scientists. Examples: Community makes error against their own: First time posters who make a social mistake being considered a troll. Community applies attribution error to community host: Considering the host uncaring/out of touch when tech changes occur suddenly or when the host makes a decision about Terms of Service (accused of playing favorites).

Reducing the Effect: The attribution error occurs usually because there is not enough information about the situation. Studies have shown that when victims of crime learn more about the criminal's circumstances views tend to shift from desiring harsh penalties to compensation for losses. To prevent yourself from committing the fundamental attribution error, gather situational information: Do people tend to behave the same way in the same situation? What would I do in the same situation? Ask the person for help in understanding their situation. To reduce the effect when others are applying the fundamental attribution error to you, disseminate the situational information. publicly realign yourself/your org with community goals/values. clarify the way the situation is leading to types of behavior. Examples: ask potential spammers for personal situation before assuming they are evil. (They may be enthusiastic and not realize the norms of your community) Explain situation behind any changes to your community before the changes are implemented. (You may also enlist aid from community to float preferable changes.)

INTERMISSION: A note about conflict management/mediation I will not be covering conflict management or conflict mediation, though many examples involve these skills. I am willing to help anyone with questions about resources. For the wiki, this might be a good place to compile some resources.

Actor-observer bias Definition: We tend to attribute our own behavior to the situation, but the behavior of others to the "kind" of person they are. Developed by Edward E. Jones/ Richard E Nesbett (1971) as the flip side of Fundamental Attribution Error. However, Bertram F. Malle questions actor-observer bias because of a lack of evidence (2006). Example: "I am not a bad person." Reducing the Effect: Awareness that this may be happening (on your part, on the part of the person judging you, on the part of two community members towards each other). Use the same methods as the Fundamental Attribution Error: learn more about the situation. Examples: This is as much about self-reflection as it is observation of others. I once had an argument with a vendor that seemed to be about their customer service attitude when the truth was I (and our organization) were asking more than the vendor could give. Realizing this allowed us to enter future vendor deals with realistic expectations, fewer conflicts and better results.

Confirmation Bias Definition: We tend to look for, or better remember, information and evidence that supports our preconceptions and avoid/overlook/forget evidence that counters our beliefs. Examples: Good luck charms, people who believe in psychics/cold readers, belief that a computer problem is because of a virus transmitted by your web site Reasons: We may be wired this way. If a successful survival strategy works, it's better to repeat the strategy than experiment. If a prehistoric tribe succeeds in hunting a deer, they are likely to stick with it rather than risk going hungry. But it's a short jump from attributing the successful hunt to a pretty stone instead and thus the good luck charm is born. The person facing evidence to their belief may feel shame, stubbornness or hope. Other factors that may filter counter-evidence may include tradition, taboos, religion, ideology. Reducing the Effect: View information impartially. Welcome counterarguments. ("Strong opinions, loosely held" - ******** ) Combating this in yourself: imagine a demon, similar to Maxwell's Daemon that acts as a gatekeeper to your senses, allowing agreeing facts in and deflecting facts that counter your beliefs. (aka Morton's Daemon)

Social Facilitation Definition: We tend to do simple tasks that we know well better with an audience than alone. But, we tend to do new or complicated tasks worse in the same situation. Examples: Performance anxiety Reducing the Effect: Encourage practice. Provide graduated experiences such as encouraging poll voting or rating before submitting opinions, reviews or other content. Also, allow people to create content and control ever-widening circles of who sees the content. Compliment when a new or difficult task is attempted . Examples: Warm welcomes without correction when someone contributes for the first time.

Social Loafing Definition: When work is pooled and individual performance is not known, people in groups tend to put in less effort. Examples: Reducing the Effect: Reveal individual performance for simple tasks (to avoid problems in Social Facilitation).

For complicated tasks, keep performance private until proficient. Examples: Badges in online game systems. Simple acknowledgement of simple accomplishments and difficult accomplishments. People sometimes complain when a game does not provide badges showing the power of revealing individual performance.

Bystander Effect Definition: Individuals are less likely to offer help in an emergency situation when other people are present. Specific to online communities, groups don't handle conflict situations when there is a perception that someone else will handled it faster or with more authority. Originated around Kitty Genovese who was stabbed to death in 1964 and "no one helped". The story is dramatic, but not entirely true. The media failed to contact the police for information before reporting the story and possibly committed confirmation bias in avoiding information undermining the belief in the bystander effect. In fact, the police were contacted at least once during the attack and "bystanders" heard, but could not see the attack. The Bystander effect was demonstrated in experiments in 1968 by John Darley and Bibb Latane. Examples: In the late 80's the a gaming service called The ImaginNation Network was having problems with users harassing each other. There was no formal reporting process so members were a bit on their own with few ways to contact the service. The service added a "report abuse" button and, quickly, the number of reports increased. The members stopped trying to resolve the problems themselves and resorted to the abuse button first. Reasons: Social influence. We tend to look at how others are reacting in situations for cues on what to do. If everyone is waiting to see what others do, no one will act. Assumption that others will intervene and feel no special responsibility. Fear of being evaluated (Social Facilitation), embarrassment, or being superseded by someone more skilled. Uncertain help is wanted. In online communities, when authority moves fast or decisively. Reducing the Effect: As a Community Manager, drag your feet a little. Give the space for others to step in and encourage them when they do. (Once I had someone who was great at helping in the community in a specific way, he was so fast and so good, others were commenting on him "beating them to it". I praised him for being a great example and ask him to be a little slower off the mark. When he did, others were able to step in. This took the pressure off him and eventually lead to a strong culture of helping in a specific way.) As a Community manager, do not use your admin tools first or often. Resolve conflicts publicly as a way to demonstrate to others how they too can handle them. This would be a literal empowerment of your community.

Instill a sense of responsibility and empower the members by following up when they help or get in over their heads. Allow the community to help you spot spam and deal with items they flag. IF someone attempts to resolve a conflict and has trouble, then step in (and later privately help the person improve their skills).

Other social theories These were not covered during the session. They are presented briefly to provide some background to common terms a community manager will encounter as they read deeper into social psychology and sociology.

Small World Experiment Stanley Milgram Average path length for social networks Dropped letter with a note asking to send to person they know who is likely to know the target on letter. Multiple factors could have accounted for the average path length he found Milgram never used the phrase "six degrees of separation" Work in disease transmission indicates that removing the supernodes of a network has little impact on average path length.

Dunbar Number Robin Dunbar Theoretical cognitive limit to the number of people humans can maintain a stable (grooming) relationship. Based on primate grooming habits. Max grooming contacts seems limited to volume of neocortex. 1992 - Dunbar extrapolated up to human size brain and derived the number 150 Then compared this to human groups (tribes, basically) Dunbar says communities must have high incentive to remain together (stable relationships). Speculated that humans may spend up to 42% of their time in social grooming. For much, much more, read what Christopher Allen has to say about group size starting with his three-part series, Community by the Numbers, which also links to an additional 6 article examining the Dunbar Number and online group sizes.

Fixing Broken Windows George Kelling and Catherine Coles Fix small problems to dissuade larger problems and, eventually, huge problems NYC Experiment: NYC Transit Authority 1985 - 1993+ Guliani's zero tolerance 1993 - Major crime did go down. But it also went down in cities that did not have zero tolerance policies. (See Confirmation Bias)

Robert Cialdini - Influence

Appeal to majority "Many guest waste towels. Please don't." - Little effect on reusing towels. "Most guests reuse towels. We thank you." - Increase in reuses of towels. Influence reciprocation When a waiter brings mints with the check, there is a slight increase in tips. Commitment Learned from NPO event days. If you ask people to sign up, but do not charge, attendance will be significantly lower than expected. If you ask people to pay $20 during sign up, attendance will be much closer to expected. Conformity - social proof monkey see, monkey do. Be the alpha monkey Teach others to be the alpha monkey. Scarcity - In the midst of a credit crisis with people being told to stop using their credit cards, what does VISA do? They create a new "exclusive" card. The VISA Black Card. The exclusiveness will generate desire despite rational. When one member of a couple is trying to convince the other to make a change, those who mention the existing relationship before requesting the change had better success. Think to current Obama phrasing that our problems are "American problems". Reminding us of current relationship as Americans before asking Republicans for change.

Notes-taker(s): Christine Tran


1. Fundamental Attribution Error: We presume that actions of other people result from what kind of person they are, rather than circumstances

a. Ex: Trolls, we don’t think people come from different backgrounds or didn’t understand the community well

b. Ex: You make a sudden change in the community, like Facebook TOS and everyone hates you

c. Reduce effect when presenting by giving more information and transparency (Ex. When victims of crime hear more about perpetrator’s circumstances they shift from wanting revenge to restitution)

i. Elicit more information from the “offender” ii. Give more information

2. Actor/Observer Bias: Mirror above; We attribute our own behavior to situations, but assume others behaviors are based on who they are. “I’m not a bad person.”

a. Ex: When we do something in our own community, we know why we did it. b. So we need to communicate our situation to the community, especially at

the slightest whiff of controversy 3. Confirmation Bias: We look for or better remember evidence that supports our

perceptions; we avoid/forget evidence that doesn’t support our beliefs a. Ex. Good luck penny, fortune tellers

b. Why? If our survival strategy works, we’re wired not to experiment with new

c. When 2 people are presenting they feel strongly about, they may ignore some facts which leads to conflict

d. Community ground rules should include: i. We respect research based information ii. We respect and are open to opinions iii. No personal attacks

4. Social Facilitation: We do simple tasks well better if there’s an audience, then when alone. But we do new or complicated tasks worse. Basically, performance anxiety.

a. Ex. Twitter – making first tweet is public b. Think about this in your community; give people opp to contribute first time

privately c. When people contribute first time, welcome them d. Don’t correct people publicly at the beginning (Ex. If their first contribution

was spammy) 5. Social Loafing: When work is pooled and individual contribution is not known,

then drive to perform better is reduced. Assumption that other people are doing the work.

a. Reveal the individual contributions in group efforts. 6. Bystander Effect/Social Proof: When people unsure what to do in situation, you

look to others. But if others don’t know what to do, then no one does anything. a. Ex. “Report abuse” button on website leads to skyrocket in # of reports

because people abdicate responsibility b. Sometimes OK to drag your feed in regards to conflict between 2 people c. Create a vacuum and let other people fill in sometime. Set the model first

and then distribute the work 7. Some more terms to think about:

a. Small world experiment: Stanley Milgrim dropped a letter with note asking to send note to person you think would know the person in the note. Like 6 degrees of separation.

b. Dunbar number – Theoretical cognitive number of stable relationships humans can sustain. 150, but this was done pre-industrial.

c. Broken windows theory: Violent crime correlates to broken windows, discarded cars, etc. Ex. Spam

d. Robert Cialdini’s Influence: i. Appeal to majority. Ex. “Most people reuse towels. Thank you.”

Sign at hotel. ii. Influence reciprocation. Ex. If waiter gives mint, tip goes up iii. Commitment. Ex. Free vs. $20 for an event. iv. Conformity. Ex. Alpha monkeys, monkey see monkey do, teach

others to be alpha

Selecting the Right Community Platform (2L) Convener: Ajay Notes-taker(s): Carol Lin Other Members: Chris Kranyak Karen Robbins

Karen McAdams Ganesha Bhaskara


Any new techniques to enourage interaction? How to build community with parents, children and teachers in regards to music

- Facebook not appropriate, but how to create new demographics in these sources?

- Protect kids experience Glue � browser community

- social browser What’s your criteria? Platform dependent on criteria (generally boils down to 2 reasons)

1. Revenue 2. Margin

AmEx members community:

- UGC - Members apply for grants - Youtube channel - Card members vote - Crowd sourcing - Great brand awareness

There’s a social cause To decide on platform, need to determine:

1. what is primary goal and objective of community? 2. what are criteria requirements?

UGC is very present in communities:

- YouTube - Ustream, Justin.tv - Tokbox � video chat - Oovoo � multi person chat

- Kyte.tv � have both public/private channels Mobile � “nagging” programs Make sure content is portable � culture going towards mobile products, less on computers 1.0 Webforms Php, bulletins, evolved to blogging platforms Merged with contect management systems (Drupel), forums, wikis Running one community sometimes failing � Turn towards other sources (myspace, facebook) and loop them in to one platform

Open Space Third Session Topics

W.O.M. Branding (3B) Convener: Ajay Ramachandran Notes-taker(s): Alexa Bruce Other Members: Cynthis Schroeder Angie Ryan Betsy Burroughs Alexa Bruce Chistine Mason

Bonnie Ho Jenee Cline John Summers Chris Bank

Intro from Ajay SourceN background - was in services, now in product world; built all types of communities

• WOM branding - how to encourage brand evangelizatoin • Brand marketing is changing; budgets are lowered -> performance-based

marketing (brand advocates vs. running ads) • Size of community doesn't matter if you are getting the required info

Questions

• How to manage the outreach and how to feed info to advocate • How to motivate and grow brand evangelists • How do you know it is working? • Psychology of word of mouth - what gets people to respond, retweet? • How to syndicate? • How to tie in the Brand Ambassador program with the forum?

Case Studies

• American Express � action - contribute social projects, AmEx will fund and card holders

decide which to fund � result - positive awareness and affinity and revenue potential (card

members are engaged -> loyalty/NPS 9 which is 2 pts higher than other card holders)

• United Airlines

� action - Twitter promotion to offer discount to tweeter � result - retweet rate high

• Dell

� action - Twitter deals � result - $1M of product in 30 days

• Burger King

� action - 'how many of friends sacrifice for a burger?' � result - awareness and press (shut down by facebook)

• Autodesk Education

� goal - awareness and brand awareness; feedback on the programs � action - on campus advocates; passionate about the product and

want access to more info, training; 5 come to conf each year; monthly incentives ($100/mo gift card)

� result - on the ground advocates to drive people to the community; can measure # of users from each school (is it rep or other campaigns) so compare campuses with and without reps; viral impact on professors, students etc.

• How to reach audience • Channel: Twitter, YouTube • Who:

� get users of the product/service � on

• What:

� real-time info/time sensitive � questions to know answer to - polls, feedback � generosity - passing on good stuff from others

• don't post 'new article and our site', needs to be engaging so

post snippets/subject line to email

• How � incentive-based system to create a larger audience

(points/rewards) and make action public so everyone knows (network effect)

� behind the scenes reach out to brand influencers

• Measure � NetPromotor score to see before and after for loyalty and retention � Twitter - Measure what posts lose or gain followers; who to reply to

and engage with � Impressions on ads - sponsored ads and engagement ads � Create ap on top of Facebook to capture data to understand (who

the influencers are, top topics, tonality/sentiment)

Communications Skills for Community Managers (How t o effectively be an advocate for users and your compa ny) (3D) Convener: Adena DeMonte Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Tools to see where your users are going / which SM sites they are using:

• Identify • social mention - http://www.socialmention.com • rapleaf - http://www.rapleaf.com/

Different angles of relationships w/ community management:

• CEO/business • Engineers • Customer Service • Customers • Marketing • PR

Marketing needs are sometimes different than those of the users. Ebay had their own community management group

• Team was required to understand business strategy. Need good communication skills to internal and external audiences. Need to understand what community needs.

• Did your move from PR to Marketing affect your group? No. A lot of autonomy.

Lithium engineering hasn't had that experience. How to communicate w/ marketing? - Ebay spoke for customer and understood what their users wanted. Asked users under NDA (w/ other areas of eBay listening in) what they thought of new idea, feature, product, etc. Does the title "community manager" give wrong idea? We're just facilitating conversation. Engineers - Ways that you can be an advocate for the community to your engineers (and other parts of the company). How do you convince folks?

• Always present clear proposal w/ steps, include ROI. • Be patient • Empower engineers / developers to understand what your goal is. • Analytical evidence - engineers are driven by numbers • Have to have a partnership w/ engineer and developer. 1:1.

• Leave wiggle room so engineers can add in their own creative. Explain issue in a broad, conversational way. Give timeframe.

Do surveys work?

• User voice has worked. Community votes on which features they want implemented. This creates loyalty and interest in product w/ users, b/c they're involved.

• Lithium does this - ideation. • Have to close the loop back to users. • You can say no to feature requests, just have the dialogue. • This tool can be effectively used w/ engineering - product development. • If you don't use this strategy, remember that engineers aren't interacting directly

w/ customers.

Engineers want to know what goals are - what are you trying to achieve, vs what exact feature you want. Also add in prioritization. Purpose and priority. Engineers can vary, though. Chat support. Engineers working directly w/ customers via chat. Gets engineers to start thinking differently. Does this work w/ a big company? Everyone in company has to understand what guidelines are.

• Have to understand what you're asking of engineers. • Look at your company strategy - rotate between departments so everyone gets a

chance to interact w/ users.

What about overlap between comm. management and marketing.

• Be open about who your audience would be. • How do you decide when do you get involved? • Etienne Wenger - designing, developing and launching communities. Co-create

together. http://www.ewenger.com/ • Have to understand that you're not just publishing content by posting a blog post,

but you're adding to the community and engaging in the community. • Think about how your additions and content adds to the community as a whole.

CEO relationships - advice?

• Lithium white paper about communicating community health • Show CEO metrics of what's coming out of your community - e.g. deflection from

call center, sales, etc. • Webinar next week at Lithium about this topic - Community Health Index • Before you present something, ask yourself where holes are, so you're prepared

for counter arguments. • Lithium has a community for community managers - ask questions, start

discussions

If you build it they will come. Not. Tips and Trick s for Growing Community (3E) Convener: David Peck Notes-taker(s): Christine Tran Other Members: Carole Watson Myrna Rivera Denise Kalos Lorraine Freeman Christine Tran Jaysie McCinn

Jay MacIntosh Lori Anderson Carol Lin Sara Leslie Jen Nestel Rachel Romero

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : � Heard a lot: We built a community but we didn’t know what to do with it. Do we want

to drive more people? Do we want existing users to be more engaged? Do you want a user community or do you want to market your product?

� Twitter feed shouldn’t just be you posting content pr or newsfeed. No engagement, no talking with customers. Twitter can be a great engagement channel. Better description on page.

o Comment back to people using key words on Summize. o 80/20 – 80 personal and engagement, 20 marketing re: contents of tweets

� SEO of key words on tweets, blogs and such helps with online presence � Create interesting conversations through controversial links � Do timely blog posts

o Ex. Sat on a post about features until now because Facebook adding vanity URLs and this would be a good trending topic on Twitter. Added #vanityurl.

� Should be on as many social networking sites as possible o Hellotext, ping.fm, Linkedin, BrightKite, Clerk, Yahoo Pipes o Be careful about cross posting o Monitor and respond to feedback o Make sure to use bit.ly to track your links and data

� Everybody should have Facebook connect � A couple people said there Facebook fan pages are growing, and getting traffic to

their site � How do you know where your target audience is?

o Twitter and FB biggest but there’s much more. 40 year olds, 50 year olds? o Survey your customers and ask them where they go

o Must do proper market segmentation before you engage in social network. Who’s your target, where do they go, how to engage them, and get them to return.

o You’re better off with 1000 hits from people interested in your product, rather than 100,000 random people

� Sites need editorial leadership whether internal or external. Establish editorial calendar. Use tools like RSS to pull stuff in, doesn’t to be original everyday.

� Tweetlater to time delay your tweets � Does anyone know if there a cycle of eyeballs on Twitter at certain times of day?

Perhaps use Xefer? Pay Radian6. CMD uses a lot of tools including Radian6. � Poll the community and ask them what they want � Traditional marketing activities to drive traffic to site � Offline events � Register on Digg, StumbleUpon, and LinkedIn Questions and Answers

B2B Communities - What works, Best Practices From t he past 10 years of B2B Community Management (3F) Convener: Mike Rowland Notes-taker(s): Shara Karasic Other Members: Ray Eisenberg John Moore

Angela Hey Ron Liechty

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Key takeaways:

• You can't apply B2C practices to B2B communities. Tie your efforts to clearly defined objectives - business results, not traffic results.

• Mike doubts the community manager's myth of 90-9-1 participation ratio. In B2B space, blog metrics have a ratio closer to 99-.9-.1. In support communities where people can ask a quick question, the 9% expands. In Impact Interactions' experience with B2B communities, the participation results are all over the map. And those participation numbers don't account for declines in participation as members age.

• B2B communities are very different than B2C in terms of function, objectives, members, and participation.

• "B2B communities should have higher participation levels because members come to find information and build relationships with the company offering the community. If they find what they want, they return."

• A good way to bring social elements into a B2B community without being too personal is to elevate not only a person, but also their company.

• Promotion-->Conversion-->Lead in CRM. • Usage-->Member Response-->Cost Avoidance • Don't confuse traffic and behavior with value. Value = revenue, leads, lower

support costs, awareness, purchases, insight. • Pass the skeptic test by being realistic - economics are important. Soft value

propositions = soft budget. • Speed and time are of essence in reaching business decision makers. Higher

level execs want to interact with peers only. • In a B2B community, lack of company involvement decreases ROI. Strong

company participation = higher brand loyalty, customer satisfaction. Company involvement is expected in B2B community as opposed to B2C - where company involvement may be frowned upon. In B2B community, you as host must participate a lot (as an information provider).

• Senior executives use communities to get case studies - they delegate information gathering to lower-level employees.

• B2B survey research from multiple client communities: 60+% of members are influenced to buy based on something they read or saw in the community.

• B2B survey research from multiple client communities: 35-40% of B2B community visitors gather information for purchasing decisions.

• "Not all value is economic value - there is value in customer service satisfaction. It's not always ROI."

• Work data from CRM and community database to find economic value. • "Don't start a community just because others are doing it. It will not revolutionize

the way business is done." • Execs want results - so get your reporting in shape before launch. Detailed

enough, avoid overload. Executive summary should be focused on value insight into why community is performing or not.

• Cisco NetPro community - slow growth in 2000. Now, growth curve is only slight faster. If you expect to get 20-30,000 users among 600,000 customers, could take 12-18 months at least.

• Don't give overly optimistic projections - expect cost overruns for tools, services, development

• 3 measurement categories - traffic, behavior within the community, value - what did we gain by offering the community?

• For B2B communities, don't lead with qualitative insights. • If you are going after business decision makers, they want success stories. • For B2B communities, criticism of brand is always an issue, Know the resources

required. • When talking to top-level management, talk about business objectives, not

touchy-feely stuff. • Large enterprises should use Twitter/Facebook to send traffic to specific landing

pages. Give them a call to action. Measure B2B referrals from each third party application (your clicks)

• Don't ever use email list to executives. If not opt-in, they will have their admin assistant call your CEO.

• Focus B2B community efforts and resources on key drivers of economic value for your organization.

• Most BDM's don't participate in forums due to time constraints. No shiny tools for their own sake. Have to make sense for goals.

• Don't be all things to all people in your community. C-level, BDMs, upper level influencers want to engage with peers

• If you are going after business decision makers, they want success stories. Make it easy for them to find what they want. Speed and time are of essence.

• In young B2B communities, you need to work to build relationships. Your ratio of activity needs to be higher at first. No, it doesn't scale

• In low involvement B2B communities such as Q & A, you need a team to start with. 2-10 depending on breadth, activity.

• Re: marketing in B2B communities. Higher expectations than B2C. Expect a professional environment. But, they expect to be marketed to (some marketing is okay - but providing info, not hard sell).

How to Engage Communities Outside of Traditional Discussion Boards (3G) Convener: Amber Authier Notes-taker(s): Shara Karasic Other Members: Maryam Webster Terri Peluso Navneet Grewal Heather Wong Dave Kim

Carole McManus Keith Savageau Marilyn Jaynes Shana Brennan Frankie Callahan

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : How to engage communities outside of traditional di scussion boards

• Has the discussion board method reached its peak? Resource intensive. • Yahoo no longer has traditional message boards except of Yahoo Finance.

o Yahoo Answers is the current solution. Let the user control. o Traditionally message boards filled the role, now going deeper with groups

(Babycenter) • Rich deep content that can't be produced on our own • Man they keep these rooms cold, don’t they. • Commenting • How do you start engagement? Sometimes the best way is to seed the

conversation, plant some of your own internal users to catalyze the conversation. • Give the community room to grow and learn. • Reputation is increasingly important in communities. • Be careful how you reward and recognize users, some of them don’t actually

want it. • Realize the involvement and “density” of the role you’re assigning people as

moderators and “gurus”. o Watch their activity and gauge interest in that participation.

• Be careful with incentives, you don’t want your superusers to expect it. • Almost any conversation on your site is good. You want to keep them engaged

on your property and not on others. “Watercooler” topic. • Don’t let the superusers overpower you. It’s still your site • Post an article in the boards and let people respond on the boards. • You only have a problem if your users think you have a problem. • Any examples of engaging online communities offline?

o Find common interests to create a local offline community. o Yelp is a good example of bringing communities offline.

• Hunch.com is a new crowdsourcing tool to help resolve community questions. It has potential to be a powerful support channel in the future.

Online Community for Social Good and Change (3H) Convener: Jill Finlayson from Socialedge Notes-taker(s): Valerie Kameya Other Members: Katherine Kornas Janet Foots Jessica Margolin Terry Nagel hris Wolz Matt Sharp Alex Parlini Susan Tenby Chas Warner

Luchen Foster Brian Sullivan Nathan Gwilliam Hiren Patel Julia Boon Andrew Boon Tiffany vonEmmel Krys Freeman Rachel Weidinger

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Why are you having an online community? why/who/what you want to do? non profits- mult stakeholders- donors, execs... where is this discussion going to happen? decentralized convo how do you get ppl to make social change? social actions and petitions, fundraising, creating evangelists. micro fundraising or spam? microfriendraising? online fundraising impact offline fund research, cultivate evangelists? Group concerns, backgrounds: add features w/o disrupt current comm how ppl track social change affecting fb for family online interactions to valuation collab and comm around prof audiences how foundations/grantees fit into online comm program to develop proposals Success stories- Blogging- picked up by people following org- internationally. not nec paying members but spreading the message. no desig spot for ppl to have community. Look at corp side of nonprofits- what are they doing? who could be key evangelist? often corp looks to nonprofits to lead charge w/few resources Groupery- focused on PTAs. SAS. online reg for school year. saved 20K pieces of

paper for 500 kids registered for school. saved 600 copies. Carbon footprint analysis savings. Twitter-search, other apps search for self id social entrepreneurs. supporters of educ communities. who's in comm? who's it for? are staff part of community? y/n? wallmart- associates active part of comm. saving $ and being green. over 40% of ideas generated by associates (staff). constituency or beneficiaries part of comm? bridging geographic divides for employees. feel like you know them- work better well. corporate- soc networking based comm as employee portal. US employees interested in life in India. Way to bridge communities. Some bridges between open and closed communities. Go where traffic is or drive traffic to site? Care2 -other ppl leverage current community. Posting issues in own online community- but got more traffic on FB discussion group. focus on unique products on site. Cons- going outside own comm- piecemeal. ppl discussing your issue everywhere- putting out your msg out- checking content in mult places. control, data access, reporting. both/and strategy. picnic blankets at music festival- do you set up your blanket and join big party? own blanket? keep food at your blanket for people who come by but go to other party? ppl in email and SMS. options that work for them, serves them. SEM- search engine mkt. FB and home comm overlapping but different What are you trying to do and what are the objectives. Don't repurpose same content in all channels. We all start like this- but innovate. Twitter- time- info source. as decision made, tweeted out. relationship with subscribers.

journalists value RT info. Don't just jump to the tools. Non-siloed approach- mission- what are you trying to do. starting comm -figure out where they are technologically, where aud is, then go there. Alternately- try diff types of comm. Stamina impt. Ppl assume they will be viral overnight. Hard work to get it. 500K email list- how long to acquire? How long does it take to build a following of 500K? As Oprah joins, becomes a norm to be on it. Becomes a conquest- territory building instinct- be on Twitter, FB. Competitors- if they're not there, it could be a good place for me to be. Alt: everyone's there, we should be there too. Bad strategy but against human nature. Competitors vs. collabs in nonprofit space. Build in incentive- no $ buyout when you save the forest besides your morals. Go there first, let the others follow. Collab with them- they raise the ship. You benefit the most by being best known. 3 tree orgs- When one org sees tweet (or RTs) another, cross pollination between orgs audiences. Schools- my child vs. comm of children. Focused on revenue. Balancing indiv vs group needs. Non-profit- coalition work solution. Inefficient, diff to manage. Model that works when everyone has a mutual interest. ex: Equality CA- bringing in faith-based comm. , other comm they didn't reach out to earlier. Coalitions- no one stepping back and examining a consolidated approach for offline/online campaigns. Obama/Howard Dean fundraising. How does it work now (tweeting from Obama) after election? Soc networking democratizes the platform. interact together to get more done more quickly. avg person gives to 7 org. half can't remember name of org. comm by default- ppl all over map, memb of other orgs, bring all orgs in. rising tide ppl who have diff interests for the same cause. democ -peer to peer. all orgs will benefit in same comm. 87 diff petitions on same thing not as effective as 1. help or silo?

petitions effective or making work b/c ppl think it's good for ppl to do action. grass tops (petition legislators) vs grass roots work. Letter to Obama- petition. letter. ppl put emotion into it. more successful. define success. ecrm solutions, delete multiple copies of email. how much of content actually get through? most of house and senate- put little stock in emails. believe all plagiarized, don't believe those ppl sent them. sierra club got home depot to change a policy. illegal to sell baby harp seal pelts in europe. combination of grass roots. supplement to legislation. how do we enable real social change. kiva- allow one on one loan to ppl. ppl vote w/dollars. tweetdeck for legislators- look at their feedback epa ignores emails b/c the look identical click to send- slacktivism social actions- aggregates things to do appearing next to articles. the extraordinaries. extraordinaries- organized microvolunteering. from cell phones. private industry- get tech support questions answered by volunteers. non-profits- aggregation of social media. tipjoy on twitter- issues. make sure platforms work for your org. what doesn't work? allow users to select where resources go for non-profits- makes this not a strategic decision. Microfinancing- spam or help? Idealblob -tweetsgiving. Staffhours getting ppl to vote. Exhausting donors. FB causes- model that doesn't work. Web 1.0 model. Tell ppl I have it, you should give. Unless get them guilty because they didn't give. Not loyal donor. MIcroamounts social networking obligations, not thoughtful. Opposite of yellow brick road. Most votes = best org? What does this popularity signify? Are you helping you constituents? Tweeting 1K $1 a piece to retweet. tipjoy- everyone set up tipjoy acct. 30% fee. names don't go to nonprofit. Collab and contribute to a project. Geog dispersed. Volunteer opp. matching. Peer to peer volunteering. post all over web. How to make this not patchwork? or not an all-in-one solution? Get volunteers to do it; power users to help you. Non-profit skeletal staff. Give power users power to be evangelists.

same content, diff aud blog --> newsletter highlights of blog real time ppl can tweet before blog billboards, radio, satellite tv each channel- cost structure, aud root cause- can but don't need to be on all of them. before you start investing significantly, articulate it. strategy. trial and error. teaching groups together- twitter, using wikis

Social Network Sociology Analysis (3J) Convener: Mark A Smith Notes-taker(s): Gail Ann Williams Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : NodeXL -- runs on Excel 2007. Analysis of relationships within a social network requires a lot of math, complex diagrams... and coding. Complex diagrams can be "ties that blind" -- very confusing. "Who replies to who" charts can show who are the Question people and who are the Answer people in a conversation. (Determining roles from charts allows you to later track or contact valued participants.) Roles, flavors of participation: - Minimal - 66% of participants. Isolates, single posts - Regular contributors - 2% of participants (prolific and can be broken into distinct roles) Answerers, discussion starters, discussion (continuers)... all roles within the 2% who are "People of high degree" of connections. Connections are in or outbound (sometimes both between a pair of participants) - High outbound count for a node (a person) defines an Answerer - Discussion node (person) has both in and outbound contacts, etc... To use NodeXL - grab stats and transform into an edge list. Make an A to B list... username1 username2 ... for responses, friending, or any action... generate graphs. "Harvest" is the commerical Telligent consumer product based on this project. Important concepts you may learn while using this include "Clustering Coeficient" (precent based on possible connections among nodes.) The "Eigen Vector" is the hot concept. NodeXL download is for highly specialized mapping of wha is going on in the community -- licensed for free use, has had 9000 downloads. What is an influencer in the graph? A node that is a high and DISCERNING connector. Look up the Adamic study of Yahoo Answers on http://www-personal.umich.edu/~ladamic/ <http://www-personal.umich.edu/%7Eladamic/> for examples of "egonets." Perhaps the most valuable visual. There is a difference between Q&A, discussion and emotional support environments that is easily seen in patterns of nodes and connections.

Plenty of tools for good coders, the NodeXL approach is for those who are not coders. Pajek (an app from Slovenia) is very good but assumes high skills. See codeplex.com (mentioned other examples) There is a (somewhat out of date) NodeXL tutorial. Future of the product is to improve scale, clarity ad connection. There is more to come. "OCD drives the internet" Chart a ratio of inbound degree to outbound degree, then days since answered. The top answerers often participate 333 days per year, and 8 days off signals trouble. See Marc's powerpoint at http://slideshare.com/Marc_A_Smith (Also http://twitter.com/marc_smith )

What Is Community Leadership? (3K) Convener: Scott Moore Notes-taker(s): Scott Dodds Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Community Leadership has a lot of definitions Interested in hearing about what the definitions are and how we foster leadership within the communities Why are people here? Tech advancements have societal implications, and someone needs to lead - how does leading a social media community differ from leading a department in a company or a family? Scott had some great ideas in the last session (social psychology 101), and wanted to hear more. Also hear from other community leaders and the lessons they have to share More interested in learning how models prosper, since only know what we have done before How to nurture an open source community in a commercial context - more interested in the human aspect, and how to mediate conflict between members. Work with internal communities, and view leadership as synonymous with being a champion and facilitation - how to spread the wealth. From innovation/technology community, and helping the influencers, power users and grow learn more about how other communities treat leadership and enable leaders have found there needs to be a driving force and purpose, then it is not so hard to delegate and get others to do things for you. And how important recognition is - how do you translate that into an online model Scott Moore: in the past, he had been avoiding personal leadership as much as possible, so looked to find leadership and cultivate it. Interested in the study of tribes (Cows, Pigs, Wars and Witches by Marvin Harris), particularly the Big Man role that does not lead directly (not the Chief) but facilitates the economic activity, etc. the difference between authority and leadership. "The power behind the throne"

Worked for WebMD communities and blog network - in the process of being independent and involved in the political scene, saw how communities can make a difference Helping to develop the Microsoft MSN communities, but also in the grassroots political sense. tend to be in a leadership position, first instinct is to do it herself - how to learn how to delegate to others in the community. finds the question of how leadership is going to happen is neglected, if the company is not going to do it themselves, how to make it possible for the community to take leadership themselves. Speaks to the difference between community leadership and community moderation. Having a clearing defined governance model is essential - found the Ubuntu community model very good. BDFL: benevolent dictator for life - that person appoints Community Council members, in charge of defining and refining the rules Technically Board - works with the community to define high level Task group: forms and is approved by the community council members How is the Community manager not the BDFL? Way we understand it is the BDFL is the spiritual leader, with power to put on the brake (veto) CM is the day-to-day leader, within the council Sort of like church and state model Another model is the Product managers lead (dictators) and the community manager sits in the middle, a liaison between the two interests. Its a good thing the roles are split, since the company has its own interests, and the members have theirs - the company BDFL can't argue against his company's interests, but the CM can play that role. Ubuntu members felt exploited, the CM steps in to mediate Every community is different, but how do you identify and solicit those roles? They will exhibit the desired behaviors, and then you would approach them (back-channel, email). Through observation, and integrity check/trusted by the community. The way to promote them is to encourage others to view their content the subject matter expert and the leaders are often separate. Connectors are a skill in themselves.

The connector is the host of the party, the welcoming committee. There are conversationalists, who stir the post, keep the conversations going. Wiki communities, leadership flows to those who do the most work - most content, highest quality edits, etc. may not have the people skills. Lead by example Trying to take SMEs and supplementing them with those with people skills Veterans/elders are a good source for leadership within the community, because they've been there and know the lay of the land - also come with baggage has anyone tried anything formal to improve the people skills of the leaders? One member tried to bring some training on non-violent communication into their community - how to have conflict without abuse or 'pushing all the buttons'. there are methods of communication that can be used to diffuse conflict. Question: have you floated that to the community? members are unlikely to say they are not a good communicator. Have tended to try to teach by example. people mimic, so maybe they'll mimic the taking of the training Community guidelines, rules and expectations that are user-facing as opposed to the legalese Thou Shalt vs Thou Shalt Not Jamie Wales of wikipedia created high-level principles, and then the teams developed their own. Guidelines were different per region/culture, but the rules were the same. Allows for cultural differences. TechSoup - moderators wanted to change the rules to make them more enforceable. They try to keep the forums and products separate, and avoid letting members sell their services/products. So they are really strict on self-promotion have a back-channel/private forum for the volunteer moderators to discuss issues, and recently made a change base don what they said. have anyone used a mentor program to keep new members successful? WebMD had a buddy-to-buddy weight loss program, all volunteer - just created a place for them to do it. Smoking cessation was another. Any additional functionality? no, just a forum - though they would have liked to do more.

Status and badges for reputation can assist with promoting good behavior and leadership. Private messaging through backchannel let moderators 'talk people down' and coach them into better behavior. Talks some of the heat out of it. Set up guiding principles were equally important for internal teams, and be very explicit about that, and used those principles to make big decisions. Peer recognition was good, spotlights to feature content of interest, leader boards on good content, others will emulate that. also improves quality of the community. But it depends on what motivates the people in your community. Counter-example: parents of kids with disabilities. Mentioned there is a core group that contributes the most - 10%, members said they didn't want ot be in that group (and it was all of the 105 who were saying this). other counter example: Welcoming community. Since the first impression is the one that lasts, wanted to make that good. made a complicated system for members to join, one person came in and said - why don't you make it really simple, giving members a badge. it allowed more people in the community to participate. avoided making cliques and made it more distributed. What motivates people is what is important. Point systems can provide unintended consequences. Make sure it is for the behaviors that you want to encourage. Rep' club in a tech forum, gave a new dimension to the community. Also leverage the moderators to help supply rewards. And give rewards to the moderators staff. tangible rewards are not effective, unless they are associated with increased access or recognition. When community mangers provided tangible rewards (gift cards, discounts, free software) the superusers overwhelming responded with “I appreciate it, but that’s not why I’m doing this”. "Currency of leadership is access and trust" - Scott Moore

Open Space Fourth Session Topics

Accelerating Collective Intelligence Scoring (4A) Convener: Rich Reader Notes-taker(s): Rich Reader Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps :

Super Tools for Super Users (4D)

Convener: Chas Warner, Lithium

Note-taker: Carole McManus, Platform Associates

Other Members: Jim Weldon, SourceN John Summers, NetApp Gail Williams, Salon Cindy Starks, HP Heather Rodde, Google

Robb Miller, KickApps Michael Rosenthal, Infield Gam Dias, Overtone.com Karen McAdams, KM Web Production Tim Knight, Clear Capital

Key Understandings/Observations

This was more of a "Wish List" session, with participants tossing out ideas of tools they'd like to have. Is it possible to meet the objectives below with existing tools or tools in development? Is Google Wave the answer to all our problems?

• Most are using Google Analytics to track traffic. We want an easier way to get to the more granular information about individual URLs.

• Community Managers want to know how to find the high quality content. Is there a quantitative way to get that information?

• Engagement metrics: are potential customers participating, downloading content, white papers, etc.? Related to: Tracking monetization

• Looking for better ways to track patterns of behavior: question answerers, discussion leaders, eloquent vs. not

• Most of us would like a Master Social Media Dashboard-- what is going on in all social media outlets?

• The best knowledge base tools would de-duplicate existing information, and would be smart enough to give you similar content even if you misspelled something or worded a query "wrong"

• Tools for Power users: Access to special content, incentives/recognition, filter out ads

• Reputation systems: should be positive (e.g. "Thumbs up") only • Allow users to authenticate and participate across multiple communities

Session Notes

Looking for shortcomings of existing tools, dreams for tools that

Dashboard for Metrics Key Performance Indicator predictors Can I discern where my community is going? CEO: what does the community do for our biz?

PR substitute Integrate with CRM web tracking, etc.

Bubble up for community mgr, what is high quality?

Sentiment extraction—how do you pull that out of the community?

Pulling details, granularity from Google Analytics on individual URLs Details about conversations Main site vs. community

Tie-ins to sales/business Are they downloading marketing info/whitepapers—otherwise engaged? Eloqua

Track patterns of behavior Users who answer questions Are they eloquent as well as helpful?

Symantic tools

Master Social Media feed tool Google API/Yahoo Pipes Blog – Twitter – retweet Managing multiple personas across many systems Push with context

Google Wave Twitter search

Salesforce integration – tracking monetization Use forum or community app as a front end for Salesforce

Stellant -- integrate info into Knowledge Base

Integrating customer service, developers, customer base

Super Users create value -- how can you help them?

De-dupe questions Yahoo Answers KB often is not intelligent enough to give you similar info if you word it wrong

Incentivizing power users bringing them onsite, giving them access to developers

Super users blog and create tons of content around the visit KB: make it drop-dead easy

Get rid of Ads for power users-- filter out Cool toolbars People want to feel that they're not just given tools, but get help to understand

Recognitions -- de-automate, put more control into community managers' hands Super users, hall of fame Badge, reputation

Private messages Spot rewards

Reputation systems Thumbs down -- very negative, very abused feature Positives only...

How do we bridge different communities for different reasons How to authenticate, how to post across different communities User model-- bring powerful systems together

Video-- YouTube not appropriate for Internal video Pay svcs-- associated costs are very high Training videos

KickApps upload video to your private area

Mission Aligned Twittering (4E) Convener: @socialedge Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps :

Basic topics and top 10 ways to use Twitter described in more detail here: http://www.socialedge.org/blogs/the-edge/archive/2009/05/04/twitter-and-the-social-entrepreneur

Don't use Twitter just for marketing or Pr - align with your organization objectives. Make it part of your programs, and let whole organization leverage it (rather than silo'd approach).

Keys are listening and learning and discovering key influencers and information in your field. Overview: 10 ways to use twitter: Networking Knowledge Research Educating Increasing Awareness Filtering Events/conference converage Fundraising Announcements Friendraising

Tips and Tools: finding people and subjects (search by keyword, hashtag, or name) search.twitter.com twitterfall.com tweepsearch.com mrtweet.com understanding your twitter community quantify growth: twittercounter.com tag cloud from followers bios: twittersheep.com mapping your followers: pipes.yahoo.com/mmmeeja/twitterfriends tweemap.com tracking and url shorteners - http://bit.ly alerts monittor.com and tweetbeep.com clustering on issues besides hashtags - twitter groups and twibes.com (there is a twibes.com/socialentrepreneurship)

Also talked about:

• having two twitter accounts - personal and professional - the latter being mission focused, yet still personal

• who to follow - still unclear - reciprocal nature =follow everyone who follows you versus selective - provide a filter for others seeking info on who to follow in your field can look at your very selective list.

• having the CEO twitter - often people will have more followers than orgs esp if it is the CEO - people like having a direct channel to leadership

• twitter has a timely component - being the first to share information, sharing deadlines, etc.

• twitter has a perishability - comments are generally gone within 24 hours. If you retweet - wait ~8 hours, try to include an update or additional info

• twitter content should not be vague - Please no "I've updated my blog" comments (that's what RSS is for) - instead choose a key learning or message from the new post and then link to the post (saying it is new doesn't help anyone, and really is a given on Twitter)

• listening on Twitter can result in responding to reporter inquiries and getting mentioned in articles (reporters using Twitter for quick research)

• Zappos uses Twitter well and rewards staff NOT on the sale but on the lifetime value of the customer - so quick responses, resolving issues even if there are returns adds to lifetime value. Community and twitter relationship can add to lifetime value of a donor.

Mashable was recommended for lists on how to Twitter (and how not to Twitter)

Moving Beyond Metrics to ROI (4F) Convener: Mike Rowland Notes-taker(s): Brenna Robertson Other Members: Dave Wade Michael Sharma John Moore Ron Leichty Myrna Rivera Paul Ardoin Brenna Robertson Christina Lin Heather Forsythe Nikki Pava

Jordan Williams Bryan Person Daphne Rocha Mary Walker Lily Wong Jay MacIntosh Becky Herndon Christine Tran Garett Engle


Have to first identify what the economic Value: (Don't confuse traffic or behavior metrics with value)

• Cost Avoidance • Increased subscription • More frequent purchase • Higher Purchase level/amts • Faster close • Lead generation cost

3 buckets to look at communities:

• Traffic - PV, visits, visitors, etc. • Behavior - What they do when the get there, who they are, download/visit,

contribution/member, responses by goog vs. customers • Value - can attach an economic value to it. Need $ to get to a true ROI model.

See above list.

Have to build relationships w/ the folks in your company. Need access to other systems. You cannot build ROI from community analytics provided by software vendors

ROI Frameworks:

• Cost Avoidance

o The person who proposes the question needs to verify the answer. This is a feature needed in the platform.

o # of community support resolutions X $ complimentary support resolution (1-800 number) = total cost avoidance -> economic value

o Track over set period of time (e.g. quarterly or yearly) o ROI = (total economic value - total costs - like cost to set up forum) / total

cost --> over one period and as a percentage • Increased subscription

o Customer database compared to community database o cust. database = Average churn rate (e.g. the number of months the avg

user subscribes) X price/subscription = customer value o Community database - look at active members and see if the churn rate is

better or worse. o Price will be the same, so you'll have to see if the churn rate was more or

less.

If subscriptions are longer, than you have a higher customer value for community members.

Shows you slowed the churn rate down.

• More frequent purchase or Higher Purchase level/amts o eCommerce DB o What is the avg amt customers spend/purchase? o go back to comm DB and parce out active members and compare to

ecommerce DB (which ones spend more/purchase?) o Do comm members have a higher spend/purchase? active comm users X

avg $ they spend = economic value o Need to trend this and see how it fluctuates. o what is the average number of items in completed shopping activity? (e.g.

1.6 items) Do comm members buy more? o Avg cost/item X avg # items = economic value

• CRM decrease cost o Want to find what avg value of customer is

• Faster close of sale (Good for large purchases like software or hardware systems)

o How fast are organizations moving through your CRM system to sale? o Identify active organizations in community DB to compare them to avg

organizations. o How long does it take the avg. organization to go through sale stages?

What's the cost/sale? Do active organizations in your community go through more quickly and spend more?

• Lead generation cost o Similar to above, but use cost to generate a lead for average customer

versus those which originate in community/social media campaigns

How can you tell if a user came to your comm and then bought your product through a 3rd party reseller? You can't.

Users of support communities become brand neutral after their issue becomes resolved.

Hidden costs of community for ROI Analysis, make sure you count these:

• Servers • development costs • customizations • widgets • maintenance

Participate.com whitepaper by Joe Cothrel - Return on community investments" --> http://www.onlinecommunityreport.com/images/presentations/Business_Forum_ROI_final.pdf

Changing Platforms and Vendors (4G) Convener: Bill Johnston Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps :

DRIVERS 1) Tech failure (just stops working) 2) Performance 3) Integration (with corp site or other tech solutions inplace) 4) Vendor support 5) flexibility and ability to add features 6) vendor relationship (esp support pricing) 7) Angst/spite 8) management change 9) licensing pricing 10) Bright shiny object syndrome 11) Acquisition 12) Legacy CMS 13) Ownership

TRYING TO WORK IT OUT WITH THE VENDOR expectations setting and managing them vendor providing historical data to back up decisions

KEY CONSIDERATIONS build vs. buy technology hosted vs. in house features data retention change management usability user status/rep points internal resources gap analysis (core vs. 'extra 20%') analytics moderation available product roadmap what does success look like?

HOW TO SOURCE 1) Quick, initial specing of feature set, interface, etc. 2) engage existing community (power users)

3) dynamic data mapping check out Matthew Lee's report on white label community platform

Purposeful Communities (4H) Convener: Linda Sharp and Bill Jacobson Other Attendees : Scott Moore Estee Solomon Gray

Delia Santiago Jaysie McLinn

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Purpose

1. Share projects that bring spiritual, ecological, economic, and social vitality to community 2. Discuss how to invigorate existing communities with more purpose 3. Explore how a community's purpose(s) and funding sources drive the methods and tools needed to make it work

Discussion

Linda and Bill shared community projects they are working on

• Calling Back the Salmon--to bring together a community, local and global, to help salmon return to their indigenous watersheds

• Customer Relationship Intelligence (CRI) Community--to evangelize and collaborate on a new way to measure and manage sales and marketing by measuring and managing the relationship, tied to profit

• A Potential Business Services Community--to help community members keep on a program/path

• World Peace Garden--to foster peace and understanding, starting by inviting people around the world to share what is beautiful to them in nature and how it inspires them as a way to start the conversation

Estee has a long history of developing successful communities, particularly in the non-profit (?) world. She made the point that pre-Internet all communities had to have a purpose to get the necessary funding. She also pointed out the importance of being able to map the relationships of the people in the network to each other. And she posed the question: "Is it the community or is it the network?"

Delia was interested in getting the people in her scientific community more involved in the local physical community. What USC is doing to involve their researchers in their local community was pointed to as an example. At USC researchers are given something like 5% of their time to apply their science to community issues.

Jaysie cared about bringing more of a community feeling to the community she is doing for Picasa, while still keeping the community self-sustaining. Taking from the World Peace Garden themes, Linda suggested posing a question to the photographers in the community like "What is beautiful?" Jaysie related that to the question posed on Twitter, but having the community answer with a photo post. Scott related the importance of being clear with the community that it is to be self sustaining and let them do it.

Scott noted that the purpose ought to drive the methods and tools, not the other way around, which is sometimes the case.

Linda and Bill shared how the purposes and funding sources of their communities drive the methods and tools. The tables they prepared can be a useful guide for establishing the strategic importance of communities and priority for funding.

In the table you'll find 12 strategic purposes for communities, 7 funding sources (the subscription model was a new idea from the unconference, Will Bunker's idea?), and a wishlist of 29 methods and tools broken up into Part One: Participation, Collaboration; Part Two: Management; Part Three: Events and an Information Archive. Please find them in the following files--sorry so many, but necessary to keep within the size limit :)

Purposeful Communities Purposes Checklist.doc Purposeful Communities Funding Checklist.doc Purposeful Communities Methods-Tools Checklist Part One.doc Purposeful Communities Methods-Tools Checklist Part Two.doc Purposeful Communities Methods-Tools Checklist Part Three.doc

Twitter for Dummies by two Twitter dummies (4I) Convener: Betsy Burroughs and Charlotte Z Other Members: Carl Watson Lynn Steffens Naveet Grewal Frankie Callahan Hellene Biante Patricia Harris- Braun W. Norwood

Thomas Knoll Zoya Fallah Angie Ryan John Yamasaki Heather Wong Hal Bryan Debbie Dembecki

Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : Best to start by identifying a few people to follow. Look to see who follows that person and review previous tweets Wefollow is a good place to look for others who might be good for you to follow Search.twitter.com is a good twitter search engine. Can do RSS for specific search terms, not all those tweets are searched by google so this is twitter specific. Big question is how to actually use it. Direct messaging is good but doesn’t benefit the entire group with the answers to questions Tweetdeck is a favorite application to manage Twitter accounts, groups, etc as is Seesmic Twitterverse by Brian Solis is a great overview of all Twitter apps http://www.briansolis.com/2009/05/gazing-into-twitterverse.html twitterstalker allows you follow people without their permission qwitter allows you to find out who is unfollowing you. http://useqwitter.com/ companies/brands and people both use twitter. Don’t recommend saying anything negative about competitors

If you’re going to use Twitter to really support a community you have to love to do it. have to be careful with how you reply; don’t forget that it’s all public Hashtags: can be helpful but don’t overuse it Not all people use twitter to complain about customer service but not all expect an answer. What is purpose of retweet (RT): just like telling a friend about something interesting and giving that person the credit. If you are writing something you expect might be RT, only use 120 characters Microsyntax.org is a site to stay current on twitter language and abbreviations URL shortening sites allow you to use highly customized URLs for tracking messages and responses You can delete your own tweets but often those don’t go away from other apps. Assume it’s in the public domain forever. Tweetups are just meetings organized by twitter Often makes sense to have separate accounts for products/brands and individuals.

The Future of Distributed vs Closed Communities (4K ) Convener: Chip Robertson Notes-taker(s): Mike Rafko, Toolbox.com Other Members: Aaron Favara, West Corp Jenna Woodul, LiveWorld Jessica Margolin, The Groupery Krys Freeman, Sustainable Life Media Lauren Klein, Executive Networks Marc Dangeard, BlueKiwi-Software

Mike Rafko, Toolbox.com Mike Sitrin, Plum.com Ray Eisenberg, Autodesk Susan Tenby, TechSoup Tiffany von Emmel, Dreamfish Ganesha Bhaskara


• What is Distributed vs. Closed? It's a hybrid description for "distributed vs centralized" and "open vs. closed". Another term for "closed" is a "walled garden". Some describe Facebook as a walled garden but some could argue that Facebook is part of an emerging distributed social network. A social network hosted by a company for a particular class of customers would be an example of a "closed" network.

• Autodesk has 20 communities: 1 SMM members in 20 communities plus yahoo groups.

• communities that you control (e.g. company's) and ones you do not control - should you manage them? Can you "manage" them or can we really only "engage" with them?

• What is the natural evolution of social networks? Will it follow the same path from centralized to distributed that computing took in the 1980s? Similarly, networks went from a loose collection of disjoint and disparate networks to one integrated inter-network unified over a set of common protocols? Will social networks follow a similar evolutionary path?

• One cannot manage to speak on all the networks where presence is possible or even necessary. Utilize distributed authority - provide "evangelists" the information and power to speak on your behalf.

• Closed networks can be more conducive to hosting a conversation; The same could be achieved in an open network if one has the means and intention to do it.

• eCairn is a site that allows for "blogosphere asset management". • Plum - a closed system, divided by groups. Conversation happens within the

group. Small groups have all members active because they are comfortable in smaller groups. It's the strength of the relationships that makes it work. By nature it becomes/stays very topical.

• Facebook Family Tree is an example of an application in an "open" network that enables only conversation with family members.

• SAP has a very effective closed community for a select community of high-level, high-power users which also seems to be thriving.

• Need to distinguish between inbound vs outbound messaging. Is the focus on public relations and risk management or asset building? There is value in each.

• Can we get to a "universal profile" where we provide only select pieces of information to particular types of networks? Will networks begin to cluster together in some fashion? What about standalone networks? Can we manage multiple personas across the various networks? An "onion" was presented as one way at looking at managing one's identity in world of social networks - each layer provides deeper insight at the person in the core.

• Relationships in open networks could be managed at the inter-personal level - allowing each person to decide which set of attributes they reveal to the other based on context (e.g., this session, this conference, a network, personal, etc).

• We need to be careful about tying networks and relationships together. The type of content posted should map to only the appropriate networks (e..g. configuring Twitter to automatically forward to Facebook but there are two status updates). Some people use the networks for different purposes (e.g. Twitter and Facebook) Twitter is often based on contemporary relationships and we don't know necessarily who is following us; Facebook, on the other hand, is built on a long history of friendships. The two worlds may not have the same interests.

• Twitter could be viewed primarily as an information feed and a real time sensing medium to listen to what customers may be saying. One person, for example, chooses not to follow anyone who is following more than 1000 people. For another, it's not the number of followers that matters but the quality of the information shared -- look for "mavens" who can act as a first-pass filter.

• We need to look at "open vs. closed" in terms of "technology platforms" and "relationships". When we are talking about open versus closed, are we referring to the technology platform (e.g. can platforms interoperate and share information) or the relationships (e.g. how people control access and share their information). We could argue that the technology may become more open allowing for distributing social media functions across platforms while some human networks and relationships will naturally remain closed to protect and facilitate their stated intent.

• Can we "manage" distributed communities or are we really just shepherding them? What is shepherding? Suggestion: one monitors on a regular basis and provide input to make sure the conversation goes the right way. Is that just semantics? Isn't "shepherding" really a lighter touch than "managing" which can come across as heavy handed.

• We not only want to dissuade and diffuse negative behavior but we also want to reinforce and encourage positive behavior in our social networks. Negative does not equate to proactive.

• One can use tools like Radian6 to identify conversations where and people who one might want to engage.

• ThinkStudies.com (VERIFY) is a tool that can help one build relationship matrices from social networks.

Key Takeaways from the session

1. Stratification - Important to distinguish between technology vs relationships when talking about open vs. closed and distributed vs. centralized.

2. There are applications for both open and closed networks. 3. Virtually distributed networks are out there and will keep coming - we have to find

ways to deal with them; 4. There is a comprehensive synergy in careful utilization of both open and closed

networks.

New Hashtag for this topic on Twitter: #distcomm

Open Space Fifth Session Topics

Community Driven Product Design- Collecting Feedbac k from your Community: Scale, Sustainable Fun (5A) Convener: Siko Boutersl Notes-taker(s): Christina Lim Other Members: Terri Peluso Chris Bailey Christina Lin Cindy Starks Sarah Hobbs Jeremy Latimer

Lori Anderson Ajay Ramachandran Katherine Kornas Delia Santiago Garth Lewis


What are the best ways to build systems that collect feedback?

Question to think about: Are you trying to provide forum for customer self-service or trying to structure high quality feedback into the backend feedback

Grace schools: We email power-users wireframes and they send feedback via the forum with regard to their thoughts on parenting and schools.

Jeremy Latimer (Impact Workforce):

Q: How do you scale qualitative feedback and have that compete with quantitative data. How can 10 people stand up to the thousands of usability points?

• You can only set the expectations that we may not act on the feedback. • All of Blogger engineers are now on Twitter. Must tie back the feedback loop.

Q; Has anyone put a survey in the forum and get nothing back?

• Surveys in the forum that are too long might not be very effective

Q; how do you judge a good survey? - Garth Lewis (MSFT). It returns actionable results - People with feedback tends to have complaints. Recruiting is a really important in terms of getting the right audience. You can have different response rates in different arenas.

Q: Are you guys extracting sentiments? Keyword extraction? - A few years ago, there was a study to measure health of the forums (automatically) to

gauge the responses. There’s a lot of work going on. - Seems that you need more robust techniques to combine these automatically collect quantitative data with the qualitative data.

Q: Why not build a product for beginners and advanced users? - Firefox has tips and tricks for the beginner, medium user and advanced user - One approach is to have Google keeps things simple but is very powerful & fast. - For Adwords, making the tools simpler hasn’t been the answer because there are so many different types of people using the product.

• Apply insights on feedback that fits with the business objective.

Q: Is anybody using a feedback platform suc as Dell Ideastorm? - Ajay: We made one called “Accept (Except?) Software” A lot of companies don’t make the backend process transparent. If you want to collect feedback you must let them know what’s going to happen to their idea. This platform allows you to gain followers and it bubbles up. The challenge is you’re self-selecting a group of people - Allow the user to tag escalated bugs in the forum. - The ideal platform should be able to sort several ways. i.e. sort by recent date, Top Contributor’s idea, relevancy. - Using currency: You have $100 bucks and you can invest in an idea.

Q: has anyone mobilized the 1% from the less talkative?

• The poweruser has some admin power to give feedback to the team. • Matt: Private forum where developers meet the users. A term limit would be

good.

Q: Does anyone have forums for pre-teens?

• Matt: @Yahoo! There was IM product for teens. Created a private forum that allows the kids to see mock-ups and get their thoughts.

• Idea: Micro-survey. An activity based survey that’s not given to the user all in one shot, but rather over time after they’ve done an action. i.e. Filled out the profile.

Are We a Community Too? (5E) Convener: Gail Ann Williams & Scott Moore Notes-taker(s): Daphne Rocha Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps :

What is going on? Professional Organization (www.community-roundtable.com) membership-based - $750-$1k/yr no vendors twitter: @thecr

Online Community Research Network (www.onlinecommunityresearch.com) Membership-based - $795 / yr (w/ group licensing available) twitter: @ocreport

Online Conferences – No traditional forum or follow up Yahoo groups – online facilitation Friendfeed groups Connie Bernson facebook group Linkedin groups – spammy #cmtychat – Fridays What do we want?

• Thoughtful writing by our community experts • - how do you tap into the expertise? (curation) • really good and complete Q&A of the 200 most asked questions

with good thoughtful answers – similar to an FAQ to reference to from experts/practitioner

• easy access of Forms/templates/surveys of what’s been and how

it worked – something lightweight to make it helpful to engage.

• Community support among community managers – areas to help

problem solve, peer venting.

• Journals/publications – journal of community (i.e.”First Monday”, Jerry Michelski, podcast/talk shows

• Book • Readwriteweb

• ID community aggregate blog • Community Management group through Linked in – spammy • “Social media super phantom” planet - aggregation

Encourage attendees to write a blog topic: “Big Aha from this OCU2009?” and use as a conversation starter to test the concept but importantly get the involvement started of trying to aggregate the information (tag)

How To Mobilize Brand Advocates (5F) Convener: Heather Forsythe and Rachel Weidinger Notes-taker(s): Heather Forsythe Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : DO ANY OF YOU HAVE “SUPER USERS” IDENTIFIED IN YOUR COMMUNITY? HOW DO YOU USE THEM? WikiHow: Lots of super users. An admin status; you have to reach a hurdle to get extra powers. Tech Soup: We have super users helping us moderate our super forum. The ones that are the best we give them access to a private forum and give them admin privleges, then after several years, we give them a stipend of $150….only 10-12. AWARE OF ANY TOOLS TO IDENTIFY/MOBILIZE BRAND ADVOC ATES? PayCycle: Zuberance does. I researched them while at SanDisk. Their platform helps you identify brand advocates AND provide tools to help them spread the word about their thoughts on your products/service. DOES ANYONE HAVE ANY ACTIVE ADVOCATE PROGRAMS/COMMU NITIES? Autodesk: Has a student ambassador program . Brand ambassadors drive awareness of free products available online for students. We are trying to promote usage on campus. We recruited the brand ambassadors on campus. We do incentivize them with Visa gift cards, but that’s not why they do it. They want the product education we give them. We train our uber-users to help them influence their departments at school to use the product. Nokia: Forum Nokia only supports developers, not product users, so our advocates are those that help others. We set up 100 champions – about 60 from the community. We reward them with insider information, free admittance to trade shows, and free hotel and flights for some of those. This builds networking between the champions as well as between champions and Nokia. WHAT OTHER WAYS TO YOU INCENT/REWARD ADVOCATES/UBER -USERS TO SPREAD THE WORD?

- Insider info - BETA testing of products - Free admission to trade shows - Access (to people at the company) - Travel - Personal reward - Gift cards - Acknowledgement - Call them! - Recognition as ‘expert’ – ie, LindedIn expert rating for questions answered

- WhikiHow: New article boost. When you use this feature, all results of your edit shows up in the feed. Helps you edit articles quicker, which can help you build credibility.

- NOKIA: on our discussions we have levels with more power and better title with each level

- Not sure you NEED to offer an incentive IF you identify the people who are really passionate about your brand/product/service.

- Watch Ted Talk by Barry Schwatz: “Incentives are BAD.” - There’s a difference between incentive for behavior vs. rewarding/thanking them

afterwards - Give them a reason to feel good

- GIVE THEM PRIVLEDGES - info first, then voice/input - give them tools to enable their evangelism (widget to show they are ebay

sellers), - status (feedback scores, title “evangelist”) giving them a collective impact

measurement tool - offline events - Badges with their feedback rating - Profiling them in the media.

- Autodesk: People have no idea that student reps are incentivized. Once we posted the names on facebook, we got a flood of questions about ‘how to become a rep’? JUST FLAGGING our reps created an influx of applications.

HOW DO YOU IDENTIFY PEOPLE WHO ARE PASSIONATE ABOUT YOUR BRAND/PRODUCT/SERVICE?

- LISTEN and search online: twitter, blog posts, forums, etc. - Drive people to a survey and ask:

- (1) How likely are you to recommend this brand/product/service to a friend, on a scale of 1-10

- (2) How active are you in social media, on a scale of 1-10? Do you have a LinkedIn/Twitter/Facebook account?

- Then…talk to the people who scored high on BOTH questions. ANY TIPS AND LESSONS LEARNED FROM COMMUNITY/BRAND A DVOCATE PROGRAMS? • TechSoup: We’ve learned we need to share more, and share more quickly. • Include on their online profiles what other networks they are part of. • Need to be transparent • When you use incentives, it’s important to use on-brand, on-mission incentives HOW CAN YOU HAVE ANY “CONTROL” OF YOUR COMMUNITY – esp. w/r/t negative feedback?

- You’re going to get bad feedback. If you do, you need to react to it. - You mobilize them in a direction you don’t intend. - EARN loyalty. Listen to them and react to them and you can turn them.

- Community polices itself and you’re in a much better position. - Community in 2nd life is very volatile. They feel a lot of ownership. - You’ve done your job in user loyalty when you don’t have to go in and defend

anything b/c there are others defending you outside of your organization. HOW DO YOU MODERATE?

- TechSoup: I am a strong moderator. I have weekly meeting. I set agenda for the meeting. The rest of the time I let them deal with it. It’s a distributed community, with second life, google group, twitter. Only when I’m there will I chime in. I don’t participate in side discussions.

What and How to Measure Engagement (5I) Convener: Charlotte Ziems Notes-taker(s): Christine Tran Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps : How are we measuring engagement and does it mean different things in different communities?

- For us, it’s about return visits, since we’re not a sales customers - Content creation

o # of blog posts o Pictures uploaded o Comments

- Content consumption o Time on sites o Return visits o Downloads o Sharing/inviting

What about engagement on Twitter or Facebook? Is it# of followers, friends or mentions? What about negative engagement? Does that count? How do you distinguish? How to measure blog posts or comments? Get it out of your system. Developers build a script to pull it out of the database. How often do you ask your developers to do this kind of thing? Busy lately, but usually once a month. A lot of times building the script once, it’s easy to do it again. Measuring ROI on building a community. That sounds passive to me. Must have a purposeful campaign on your part as a business and measure how effective that campaign is. How can you measure ROI if you don’t have a monetization strategy? Advertising not appropriate within the community, but its okay to market depending on context and how you do it. How do you measure investment? What do executives want to see? I’ve seen that they want to see the same reports they see from everyone else, like Net Promotor Score a marketing formula not things like downloads, page views, etc.

If you survey your community, depends on sample size and response rate, but 300 is often a number cited as minimum viable sample size. Marketing is the new finance, lots of people struggling ROI.

Using Online Communities for Customer Support (5L) Convener: Waladeen Norwood Discussion notes, key understandings, outstanding q uestions, observations, and, if appropriate to this discussion: action items, ne xt steps :

Companies represented with support sites: -HP -Google -REI -Symantec

What is the standard engagement level? -It depends on the goal of the community -Measure how long does it take to get a first response -Measure how many less phone calls you divert

Super users -Top contributors -few to many reach -give feedback -have access to private forum – get info before everyone else -issue: have to worry about super user leaving forum and staring community—find a way to keep them engage

Twitter one to many tool *for big time problems, but not for small problems *you have to love twittering *you can put Twitter feeds on your home page, but the problem tweeted many only effect only 2% of customers – do you want to host a problem that does not effect 98% of customers *can use tweet deck to monitor product *Have you handcuffed yourself to respond on Twitter –direct user to company site or zendeck.com, rightnow.com, etc. *user expectations on Twitter low because tweets only 140 characters *If company has a presence on twitter, the users expect an answer and can you meet that expectation long term; *but if company has no outward presence, users will be pleasantly surprised when the company reaches out to them because the intent of the tweet was just to rant. *Twitter mainly used by companies for marketing --new product announcement OR support –“how can we help you”

“Tweet Clouds” – see words related to products *twitter is a good triage point – let me help you get to the right person -can use icrossing.com services to watch your company’s name being mentioned on other sites

Twitter Support Industry Benchmarks -Comcast Cares – Frank on twitter -Zappos – Tony on twitter -does your compnay want to have one user handling support? –there may be an issue with one person having this much power—what if they leave

Facebook -people want to know your listening -people use facebook for personal reasons – they do not go there for business – that is what linkedin is for

Knowledgebase -provide ratings for discussion topics and after a certain amount of ratings then promote to knowledgebase -combine all answers from call centers, forums, etc. into one knowledgebase

Wki -repository of user generated content

Sites/Tools: google.com/analytics/ www.google.com/alerts www.Help.com www.Tweetdeck.com www.Zendesk.com www.Rightnow.com www.Fixya.com www.notify.me

bop from online community unconference 2009

Technology

community managers

growing community

ocu2009 community jobs

measuring community

right community platform

thriving open source

engaging online influencers

w hats w rong