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Collaborative Communities by Maria Sipka
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Collaborative Communities 6 Key Ingredients for Companies Fostering Relationships through Online Communities By Maria Sipka | CEO www.linqia.com
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Today, you cannot afford to turn a blind eye to the power of online communities and groups. The fact is, there are 80 million communities and groups online. Most of them existing within 2,000+ Social Networks. 250 million people are registered and active in at least one online community or group.Whilst the majority of online communities and groups have been created by individual users on Facebook, Ning, MySpace, XING, LinkedIN and Bebo, companies and brands are also playing and positioning themselves in this powerful social media channel. P&G have built over 2,000 communities over the past 7 years whilst Nestle has only a handful.Maria has been building off-line communities since 1992 and online communities over the past 5 years. As the former Director of Community Building at XING and now founder and CEO of [www.linqia.com] and [www.themoderatorcommunity.com], Maria will share with you the 6 essential ingredients for launching and maintaining vibrant, active and profitable online communities and groups. Her speciality and focus is on monetization and identifying value drivers to ensure the end users experience is a positive one.
Transcript of Collaborative Communities by Maria Sipka
Collaborative Communities
6 Key Ingredients for Companies Fostering Relationships through Online Communities
By Maria Sipka | CEO www.linqia.com
The number 1 most exciting fact about online communities…
Databases & distribution lists are brought to life!
Before Now
CollaborationChannel
SalesChannel
Understanding the role of online communities in your sales cycle
Communities are not a direct selling tool but rather a relationship conduit
The Sales Cycle
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
Ingredient #1
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
What are you thinking of offering?
Is there really a need for your offering?
Who are your key stakeholders?
How do they currently behave?
Ingredient #2
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
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?
Ingredient #3
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
What is your budget?
What internal + external people will you need?
A community plan?
Build or white label?
Where will you gather content?
Can you source sponsors?
Ingredient #4
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
Where do your stakeholders hang out?
How are they segmented?
What experience can you offer?
How will you reach out to them?
What next?
Ingredient #5
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
At what stage are you likely to convert?
What role does your community serve for your customers?
Formalized referral?
Integrating your CRM?
Ingredient #6
Offering
The Sale
Retention
Milestones
ResourcesAcquisition
Keeping your customers engaged
Deepening relationships
Loyalty initiatives?
Evangelists
Embrace conflict, resist the urge to control, forget opinion leaders – and build your brand
2,000 social networks
80 million communities
1.4 billion people online
750 million social network members
280 million community members
The Numbers
Small Community Highlights:
24 hours to setup
Free on Ning
4,026 members in 10 months
Medium Community Highlights:
Built on Jive White Label
Support community
Integrated into existing site
22,000 members
10,000 page views daily
Large Community Highlights:
No mention P&G brand
Interest categories. Not brand categories.
4 times more affective than advertising
$3 million a year to run
$480 profit per girl!
Community =
Transparency + Engagement +
Consistency + Collaboration +
Celebration + Simplicity +
Measurement
Take Aways for Success
Contact Details
Maria SipkaFounder/ CEOwww.linqia.comwww.themoderatorcommunity.com
Tel: +34 [email protected]
Barcelona | Geneva | Silicon Valley
Twitter:
@mariasipka
