101213 presentatie rickmans
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Rick MansGlobal Social Media Lead
Communities, it is not about you. It is about them
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Tools
Some organizations think that tools are the main requirement for creating a community
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Behavior of organizations after installing the tool
Now we wait, we know everybody really wants to use this tool
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Level of user adoption by using this approach
There might be room for improvement
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Resulting in an average success rate of
Not that much
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What went wrong?
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It is not about technology.
It is about people.
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You cannot create a community.(not because you are incompetent, so don’t be insecure)
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Communities are already there.
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The only thing you can do is to help them to do their thing better.
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Communities are participating on a platform they choose.
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Ok, that technology centric approach went wrong.
Now what?
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Social Media is:
Human interaction in a virtual world
Please keep in mind for all your social media efforts
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What do some smart people think about communities.
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We were born to unite with our fellow men, and to join in community with the human
race.
Cicero: 106 BC – 43BC was a Roman philosopher, statesman, lawyer, political theorist, and Roman constitutionalist
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A community is like a ship; everyone ought to be prepared to take the helm.
Henrik Ibsen: 1828-1906 was a major 19th-century Norwegian playwright of realistic drama and poet.
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It is vain to talk of the interest of the community, without understanding what is
the interest of the individual.
Jeremy Bentham 1748 – 1832: was an English jurist, philosopher, and legal and social reformer.
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It is about relationships
Everything you do in social media, should create at least the beginning of a relationship
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If you want to have success with social media right now
You should have started six months ago
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It was never so easy to connect with so many people.
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It was never so hard to get somebody’s attention.
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How can you connect with your audience and turn them into passionate fans.
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From outsider to evangelist
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That was just another model, now how will get to the outsiders?
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Reminder:
It is not about you.
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It is about them.
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Find your audience
Remember: you cannot create a community
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Creating a new place online
You might be successful, however try to prevent this if this isn’t necessary
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Think of your goals
How will social media, this community, help you in reaching a certain goal. And more important: how does your goal relates to the goals of you audience?
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Shape your story
What is the story you will be sharing? Is it worth the attention of your audience?
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Or even better, tap into the things that are important for you audience
Can you make them an offer they cannot refuse?
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© 2010 Capgemini – All rights reserved 32
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Congratulations!
You have made people that weren’t aware of you into outsiders and into visiting fans.
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… well, only if the thing you offer is something they cannot refuse and is really
good.
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Enable interaction
…and with the other fans. It is about human interaction
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Don’t forget to show appreciation
… it is about them, not about you
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Can you handle it?
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Thank people for unintended uses
… unintended uses show your audience cares
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Content creation
Help them in creating the content and other things they need
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User generated content
… they care about you, did you already told them you care about them?
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© 2010 Capgemini – All rights reserved 41
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Congratulations!
In the mean time you have transformed some passive members into active
members.
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… however make sure you can adapt to the needs of your audience.
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Encourage members to promote you
Let them be creative, allow them to promote you. Don’t kill them with rules and regulations
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Did you already say ‘thank you’ to your fans?
Did you?
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© 2010 Capgemini – All rights reserved 46
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Congratulations!
In the mean time you have transformed some active members into passionate
members.
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… however only small part of your fan base will be an evangelist (1 - 5%).
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Now you know.
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You cannot create a community.
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It is about your fans.
It is not about you.
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Know where your (future) fans are.
Go to them.
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It is not a linear process all the time.
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Leading by example is key.
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There is still an offline world.
Do not ignore the old media.
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Success won’t come overnight.
4
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Care about your fans.
Care about every single one of them.
You passionate fans will outperform every marketing department and every agency.
3
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Make them an offer they cannot refuse.
Build a relation ship.
Be a friend.
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Don’t be a jerk.
It is not about you.
It is about them.
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Rick MansGlobal Social Media LeadPapendorpseweg 100 UtrechtThe Netherlands
Phone: +31 6 51 21 01 44E-Mail: [email protected]: http://twitter.com/rickmansLinkedIn: http://nl.linkedin.com/in/rickmans