sometimesit takes a village: practical lessons for conducting communities
TRANSCRIPT
SOMETIMESIT TAKES A VILLAGEPRACTICAL LESSONS FOR CONDUCTING COMMUNITIES
Brought to you by:Ted Kendall
Keeping the Villagers HappyClient Engagement
Moderators and Community Managers
RecruitingPlatform Choices
Architecture & DesignThe Big WhenDrivers
Scary Speed
com mu ni ty/kə‘my� o� onitē/
noun
1. A group of people living in the same place or having a particular characteristic in common.
“Rhode Island’s Japanese community”Synonyms: group, body, set, circle, faction
2. A feeling of fellowship with others, as a result of sharing common attitudes, interests, or goals
“the sense of community that religion can provide”
44% using*
38% considering* 952%
terrified**
* According to GRIT, Techniques of the Future, 2014** This stat is completely made up for humor purposes
DRIVERS
Innovation
Speed
Decreased Complexity
Deeper Understanding
Lower Cost$
THEBIG
WHEN
CLUES TO COMMUNITYCustomer respect/nurture Variety
Learning curve avoidance
Time
Small stuff
Iterative development
Ambiguous/changing objectives
ARCHITECTURAL
GUIDELINES
How long?
How many?
Wh
at?
What exactly?
IT’S ALL AN INTERCONNECTED
ECOSYSTEM
Rule of 50%
How many?
How long? Outline steps to reach ultimate results
Steps to get results
Client d
eadlines
& mile
stones
Sam
ple
size impact
Incentive
budget
What?
Translate into broad
activity ideas
M
ap out onto
a calendar
Think
in te
rms
of
object
ives
What exactly? Digital photo ethnography Ideation Discussions Bulletin Boards Phone groups/interviews
STACKING PLATFORMSTO CREATE A
PLACE TO LIVE
ENGAGEMENT OF PLACE
IdeaScape (Dub)Revelation
Constant ContactMailChimp
Emma
PLATFORM CHOICES
VisionCritical
Excel
20/20 ResearchFocus Forums
IdeaScape (Dub)
FacebookLinkedInPinterestInstagram
Instant.lySurveyMonkeyFluidSurveysSurveyGizmo
RECRUITING
Some things to keep in mind: the similarities and differences of
recruiting for communities and other qual studies
SAMEUse a screener
Basic structure of screener
Recruit by phone or online
TWEAKSInteraction/Engagement Invitation
Administrative Safeguards Competitor screening Recruiter
Understanding
REAL LIFESpace Bags Customer Advisory Community
REAL LIFE ✔ Over-recruit ✔Watch for quality
Be clear in the invitation
REAL LIFE
Use a home page to reiterate the invitationREAL LIFE
MANAGING
YOUR COMMUNITY
COMMUNITY MANAGER:Incentive management
Technical supportLogistical support
MODERATOR:Moderating
Empathy
Incentive managementTechnical supportLogistical support
ModeratingEmpathy
EngagementCommunications
Rapport
EMPHASIZE
CONNECTION
REAL GETS YOU REALITY
The key to the mystery:
CONTINUITYCHARACTER
ENGAGEMENT✔ Absolutely key ✔ Combats mercenaries
INCENTIVES✔ Balance
✔ Don’t rely on cash
ACTIVITIES & TIMING
✔ Question of the Week
✔ Keep it predictable
✔ Stick to a schedule
VOICE✔ Real person
✔ Real voice
✔ Real personality
CLIENT ENGAGEMENT
What WORKS
Training
Deadlines
What DOESN’T WORK
Cajoling
Threats
Refreshments
theKEY
DELIVERREADY-TO-GODATA & INSIGHTS
GETTING FAST: FREQUENT & FOCUSED
REPORTING
GET FAST
FOCUS
DIVE IN
COLLABORATE
SET EXPECATIONS
40
It may take a village, but
with the right tools and accurate plans, communities don’t have
to be so frightening
