the business of online communities
TRANSCRIPT
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The Business of Online Communities
By Bryan PersonLiveWorld
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10% of all leads
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“It’s not rocket science, but it does take work.”--Chris Brogan
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Communities: build or join?
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Build
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Join
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Hybrid
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Build
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Join
3,381,203 fans
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Hybrid
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Building with a community partner
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1) Strategy
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2) Services
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3) Technology
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Whycreate a community?
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Brand
loyalty
Sell more
stuff
Customer
research
Customer
service
channel
Education
Increase
customer
retention
Product
innovation
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Brand
loyaltySell more
stuff
Customer
research
Customer
service
channel
Education
Increase
customer
retentionProduct
innovation
Support business goals!
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Community culture:
What kind of place?
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Community management
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Angela ConnorGOLO – WRAL.com
Mark WilliamsLiveWorld
Connie BensenTechrigy
Jamie PappasEMC | ONE
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1) Spark/manage discussions
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2) Help/connect members
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3) Report back internally
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Moderation
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Easy-to-understand community standards
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Member enforcement
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Measurement
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Community Engagement Index
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Why communities fail
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Joining: cross-Web tools/tactics
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Where to join?
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Be strategic:Choose outposts wisely
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Create compelling content
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“Be a champion for your industry”
-- Mitch Joel
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• http://www.flickr.com/photos/cc_chapman/• http://www.flickr.com/photos/chrisbrogan/1313067227/in/set-72157600286536357/• http://www.flickr.com/photos/oscalito/237301508/• http://www.flickr.com/photos/joi/2694770069/ • http://www.flickr.com/photos/bryanperson/185479745/in/set-72157594332565425/
Flickr photos