value of communities
DESCRIPTION
Presentation by Maria Sipka from Linqia.TRANSCRIPT
Your RelationshipEcosystem
How clinicians leverage community tools to better connect with their key stakeholders
By Maria Sipka | CEO www.linqia.com
PRESENTATION TO PATIENTS KNOW BEST| SEPTEMBER 2009
Communities are rarely used for direct selling…
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.. but rather as a relationship conduit
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1. Corporate Voice Community
2. User-Generated Content/ Micro Site Campaign
3. Enthusiasts Community
4. Associations/ Subscribers Community
5. Loyalty Community
6. Innovation Community
7. Peer Support Community
8. Event Community
8 Community Types
Source: Awareness
2,000+ social networks
160 million communities
1.6 billion people online
950 million social network members
350 million community members
The Numbers
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See community tools as means to converse with your key stakeholders
CollaborationChannel
CommunicationChannel
Before Now
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Which means the rules have changed
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Take off your marketing, PR, advertising, sales, market research… hat for a moment
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…and put yourself into the shoes of your key stakeholders
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Understand the role of online communities in your relationship ecosystem
A brief journey to…
Your Offering
Results/Pulse Check
Retention
SettingObjectives
CommunityPlanning
Acquisition/Uptake
The Relationship Cycle
Phase 1
Phase #1
Your Offering
Results/Pulse Check
Retention
SettingObjectives
CommunityPlanning
Acquisition/ Uptake
What are you thinking of offering?
Is there really a need?
Who are your key stakeholders?
How do they currently behave?
Before you start…
Research
Validate
Crystalize
Phase #2
YourOffering
Results/Pulse Check
Retention
SettingObjectives
CommunityPlanning
Acquisition/ Uptake
What does success look like?
Over what period of time?
How are they tied to your business goals?
How and when will you measure success?
Paint a picture…
You can’t manage what you don’t measure
Phase #3
YourOffering
Results/Pulse Check
Retention
Setting Objectives
CommunityPlanning
Acquisition/ Uptake
What is your budget?
What internal + external people will you need?
Build or white label?
Where will you gather content?
Can you source sponsors?
The community plan
If you don’t have your own plan you become a part of somebody elses
Phase #4
YourOffering
Results/Pulse Check
Retention
Setting Objectives
CommunityPlanning
Acquisition/Uptake
How are they segmented?
Where do they hang out?
How will you reach out to them?
What’s are the different carrots you’ll offer?
Go get them!
Focused
Targeted
Authentic
Phase #5
YourOffering
Results/Pulse Check
Retention
Setting Objectives
CommunityPlanning
Acquisition/ Uptake
When do you know you’ve achieved success?
How does your community fit into your stakeholders life?
Formalized referral?
Integrating your CRM?
Return on investment
The proof is in the numbers
Phase #6
YourOffering
Results/Pulse Check
Retention
Setting Objectives
CommunityPlanning
Acquisition/ Uptake
Keeping your relationships engaged
Deepening relationships
Loyalty initiatives?
Evangelists
Don’t give up to early!
Aim to distribute the workload by engaging your community
Transparency + Engagement +
Consistency + Collaboration +
Celebration + Simplicity +
Measurement = Community
Keep in Mind Always…
Maria SipkaFounder/ CEOwww.linqia.comwww.themoderatorcommunity.com
Tel: +34 [email protected]
Barcelona | Geneva | Silicon Valley
Twitter:
@mariasipka
Contact Details