How to set up an online community?

Atle SkjekkelandVice President, AIIM

askjekkeland@aiim.org@skjekkeland

People Connect

Picture courtesy of Seth Godin

“Communities already exist. Instead, think about how you can help that community do what it wants to do”Mark Zuckerberg, CEO of Facebook

Creating a Groundswell Strategy1. What are your customers

ready for?2. What are your goals?3. How do you want

relationships with your customers to change?

4. What applications should be build?

Get daily industry news and perspectives

Discuss and agree upon best practices

Find and connect with industry peers

Discuss technologies and products

Determine the Content Strategy

Getting the right

community members

Selecting the right community platformSocial Software in the Workplace

(Your people, your place)

Externally Facing Social Software (“White-label”)

(Your people, other people, your place

Public Social Media (Branded)

(your people, other people, their place)

Data, user experience and governance controlled by the enterprise; private; white-label

Data, user experience and governance may be controlled by others; pre-branded

Assisting with: connecting, marketing, selling, servicing, crowdsourcing, recruiting, training, producing, communicating

BlogtronixEMCeTouchGoogleNewsGatorNovellSocialTextThoughtFarmerTwikiYammer….

AtlassianblueKiwiDrupalIBMJiveLeverageMicrosoftMindTouchMzingaOpenTextTeligent……

AwarenessCommunispaceCrowdFactoryFluxIntroNetworksKickappsLithiumLiveWorldNeighborhood AmericaONEsitePluckSparta Social NetworksThe Port Network…..

BloggerFacebookLinkedInMySpaceTwitterYouTube…..

Ning

Source: Gartner

10 Commandments

1. Know your special purpose2. Establish a social norm3. Set clear expectations 4. Cast a wide net5. Create productive outcomes6. Make it personal 7. Be a bridge8. Don’t feed the troll9. Measure the right things10. Assemble

Source: GetSatisfaction.com

Remember: Content is King…“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting”

“….One of the exciting things about the Internet is that anyone with a PC and a modem can publish whatever content they can create. In a sense, the Internet is the multimedia equivalent of the photocopier. It allows material to be duplicated at low cost, no matter the size of the audience.

The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies are laying plans to create content for the Internet.”

Content is King (1/3/96) By Bill Gates

Source: http://jess3.com/

Ask visitors to contribute

Reward and show involvement

Engage web visitors with quick polls

Engage and unite community members

Get visitors to connect

Make it easy to connect

Make it easy to share

Make it easy to see what others are doing

Get visitors to engage

Use solutions like Gigya SaaS to optimize website w/social media

Notifications

Cross-Post to Social MediaCommunication Brand Exposure Traffic to Site

Twitter

Facebook

LinkedIn

YouTube

Digg

Good

Good

Good

Good

OK

OK

GoodOK Bad

Good Good OK

GoodOK Good

Source: CMO

My Social Media Principles

1. Social media is a dialog, not a monologue2. The person that shares the most will become

the most recognized industry expert3. Don’t just follow others revolution, create

your own4. The world is flat again – reputation matters!

Provide recommendations

Invite contacts to events

Join other industry groups

Business objective:• Improve customer service • Promote a product or service • Manage and respond to a

crisis • Event activation • Advocate an issue or cause

Others?

How to get started?

• Practical advice for getting started with an online community – Start small, but plan for larger

presence– Reach out to your most active

customers– Plan to drive traffic to your

community– Build in a reputation system

Source: Groundswell

www.aiim.org/roadmap

New Social Business Roadmap

Meet thought-leaders and early adopters

September 8, 2011, 11am – 5pm EDT

Social BusinessVirtual Conference

www.aiim.org/socialbusinessconference

Learn how to use social technologies to engage

staff and empower customers

September 8, 2011, 11am – 5pm EDT

Space is limited – register now at www.aiim.org/socialbusinessconference

Connect@

twitter.com/Skjekkeland

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