Building Communities

with

Agenda

• Communities – Drivers, Benefits & ROI

• Community RoadMap

• Community Build Functionality

• Example Community Sitemap & Features

• Community Case Studies & Benefits

Community Benefits& ROI

9 Community Benefits & ROI

• Revenue Generation• Increased revenues from direct & indirect sales

• Increased customer tenure – maintaining existing customers longer

• Increasing customer expenditure by 19% through focussed online initiatives

• Insights & Innovation• Voice of Customer Capture (VoC)

• ‘In the know’ – real-time feedback and need capture

• Knowledge Share/collaboration

• Customer Research – surveys/polls

• New products services – testing/soft launches etc.

• Customer Loyalty (& Brand Affinity)

• Brand Reach / Awareness

9 Community Benefits & ROI contd…

• Market Positioning

• Customer Service & Support

• Talent Acquisition & Engagement

• Diversity Initiatives & Measurement

• Cost Savings

Community RoadMap

Pre-Scope

•Business & shared Community Goals

•ROI & Measurement

•Community Purpose & Membership Value Proposition (MVP) definition

•Timescales & Budget (£)

•Technology scope/selection

•Management & Reporting aims

Collation & Analysis

•Business Strategy

•Brand

•Organisational Services Review

•Market Research – Customer/Member Analysis Assessment & Mission

•Internal Interfaces /Community team capability review

•Social Media review/readiness/strategy (Groups/Communities)

•Communication

Create

•Strategy for Success

•End-to-End Build Plan

•Milestones (KPI’s)

•Agree staged Site Development – Core/Recommended/Enhanced functionality

•Communication and Engagement Plan

•Team set-up,/ownership & accountabilities

•Measures

•Process Map

•Build a Community Plan on Real People!

Build – Relate, Attract & Engage

•Seek and Track Members (Influencers/Evangelist/Groups and Networks)

•Early Content development (Blog/Tweets)

•Early Member Adoption Tasks/Rewards/Privileges

•Build Community need - Create Desire / Anticipation

•First Community Member Search & Plan 1-10-100-1000

•Gain Association/ Competitor Community Participation

•Pre Launch Communications

•Promote Member Value Proposition (MVP)

Scope Agreement

Workshops & Feedback

Project Plan& Tech Spec

Pre Community Builder(3 month Pre-Launch

Strategy)

Pre/Launch

•Onboard future Community Manager – plan, promote, recruit, relate, contribute, and Become the Community!

•Ensure completion of 3m Pre-Launch Strategy Plan

•Core Site Features and Functionality testing

•Build a Core Steering Group / Management Team

•Execute member growth plan 10-100-100 and/or transition /Convert existing/newly created Social Media Group Members to (Private/Public) Community

•Deliver: Welcome WOW Pack & Community Care Charter (Getting Started + Guidelines)

Growing and Bonding

•Community Manager work acceleration: promoting, introducing, contributor relations, momentum building, ideas management, issue resolution, site design feedback/improvement etc.

•Increasing Member Participation/Investment (Time/Energy/Emotions/Money)

•Launch Competitions/Rewards/Recognition

•Operate Open vs. Closed membership strategies (as appropriate)

•Promote Referral/Friend Rewards

•Member Surveys/Content Review

•Create member stickiness – power, friends area, contribution, personal purpose, ‘known here!’ status, customised profiles, data/info storage etc.

Performance Managing

•Moderating

•Measuring

•Monetizing

•Continual Assessment (Member Feedback/MPV Review/Competitor analysis)

•Increasing Participation

•Performance Reporting

Enhancing

•Plan Enhancement

•Loop back to Pre Launch and follow process for all Major Site Changes

Core Site Go-Live!(Initiate Stages 2

and 3 Roll-out Plan)

Retention & Stickiness Report

Performance Reporting & Recommendation

Community Change (Business/Investment)

Proposal & Implementation Plan

Community Build Functionality

Phases

Enhanced

Recommended

Core Community

Co

re

• Custom URL

• Secure Login

• Member Profiles

• My Account

• Discussion Forums –Your Say

• News & Events

• Polls & Surveys

• FAQs

• Contact Centre –Feedback / ideas , VoC/VoE areas etc.

• Sponsorship /Advertisement

• Referrals

• Branding

• Blogs

Co

re +

Rec

om

men

ded

• Private Messaging

• Special Interest/Function Groups – customer service, dispute resolution, steering committees etc.

• Knowledge Exchange/Centre

• Resource Library

• Ratings

• Webinars & Podcasts

• News Feeds

• Payment/Donations Centre

• Job Boards

• Member Recognition & Rewards – In the Spotlight

Co

re +

Rec

om

men

ded

+ E

nh

ance

d • Multi Author Blogs

• Listening Post –Real-Time Visualisation of Data from your Sector

• Online Meetings

• Video Channels

• Real Time Q&A

• Live Support

• Membership Buying Site

• Advanced My Account – SM integration

USER / FRONT-END

SYSTEM / BACK-ENDC

ore • CMS

• Reporting

• Robust Hosting

• Analytics

• Social Media Functionality

• Email Marketing Platform

• Search

• RSS

• Share feeds

Co

re +

Rec

om

men

ded

• Advanced Email Marketing Platform

• News Feed Aggregation

• Advanced Search Facility

• Job Board Fields / DB

• Podcast integration

• Google Maps API

• Content Rating Systems

• Payment Integration

• Custom Reporting Modules

Co

re +

Rec

om

men

ded

+ E

nh

ance

d • Video Feeds from Skatta

• Integration and configuration of Analyse Social Tool

• Live webinar API into Instant Presenter

• Support Platform, GetSatisfaction

• Mobile Optimised templates

• eCommerce Modules

• Multi Author Profiles for Blogging

• Ad Rotation platform

• Member Social Media Integration

Wireframe : Homepage. Core.

Appendices

• 3m Pre Community Launch Strategy

3m Pre Community Strategy to Launch

If you want a successful community launch, you need a huge number of people ready and eager to join the day your interface is live:

• Month 1: Laying the foundations to become a community member

• Identify relevant online communities and key people.

• Launch an industry blog.

• Introduce yourself to two people bloggers/influencers per day.

• Start a database/spread sheet of people you have permission to speak to, record the conversations you have and when the next contact will be.

• Interview key influencers for your blog.

• Learn the unwritten rules of your target audience (i.e. begin writing them down for yourself).

• Month 2: Building relationships that matter

• Use existing resources/assets to help biggest influencers/connectors. Don’t ask for anything in return.

• Starting a mailing list for people you feel want to be a part of something/make a difference in the industry. Invite them to join.

• Continue e-mailing 2 new people per day. Make sure each e-mail is unique and tailored to the individual.

• Create a technological profile for the average member (what technology do they use? Why? On what platforms are they most prevalent?

• Pick the 3 most important communities and begin participating in a range of issues.

3m Pre Community Strategy to Launch contd…

• Month 3:Cement friendships, involve the client & plan the interface

• Ask for advice on what people would want from a community. Use as much of it as possible to design your community.

• Arrange an online or offline event for members to be involved with. Invite special VIP guests to give a webcast/speech.

• Continue e-mailing 2 new people a day.

• Compile your research and approach your company/client with your recommendations on what they need to do to build a community.

• Agree business constraints/resources and create a list for the community needs.

• Involve web teams/agency to design the community interface.

• Month 4: Launch

• Host a best of series on your industry blog featuring the best posts from the top bloggers.

• Invite your most enthusiastic contacts to test the community.

• Ask them to invite 1 friend to try the interface.

• Design a rewards program for members that discover the community early and seed content.

• Launch…yippee!

Bu

sin

ess

Go

als/

Dri

vers Revenue

GenerationIncreasing Customer Tenure & Expenditure (online) by 19%

Ben

efit

s &

RO

I Mea

sure

s •Online Direct/Indirect sales – Increased revenues with additional user cross sell/Upsellopportunities

•Advertising/Sponsorship – Revenue from advertising within the community

•Lead Generation (B2B)* – More social prospects into the customer pipeline

•Membership Buying Channel – (Associated) Products & services of community interest/demand

•Subscription –Subscription sales for community access or for other secure areas with the community as a feeder (including: apps/webinar/meeting place fees etc)

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

•Member Profiles

•Referrals

•Discussion Forums

•Sponsorship/Advertisement

•Donation/Payment centre

•Contact Centre –Ideas/Feedback, Info/Products/Services Requester

•Membership Buying Site

•Apps

Bu

sin

ess

Go

als/

Dri

vers Insights &

InnovationI. Voice of Customer Capture (VoC) | II. ‘In the Know’ – real-time feedback and need identification/innovation feed | III. Knowledge share/collaboration | IV. Customer Research –surveys/polls |

V. New products services – testing/soft launches with elected groups for full launch success

Ben

efit

s &

RO

I Mea

sure

s • Research – Leveraging consumer/customer insights; performing low-cost market and product research

• Incremental Improvement – Creating a pipeline for ongoing customer input

• Time to Market/Revenue –Decreased time to market through customer input and hence reduced time to revenues

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

•Member Profiles

•Contact Centre –Ideas/Feedback/Requests

•Discussion Forums

•Polls & Surveys

•News Feeds

•Webinars/Podcasts

•Listening Post

•Special Groups –Products/Services Testing

Bu

sin

ess

Go

als/

Dri

vers Customer

Loyalty & Brand Affinity

Ben

efit

s &

RO

I Mea

sure

s • Customer Satisfaction – Increase (see Customer Service and Support)

• Customer Loyalty and Tenure – Increase in lifetime customer value, share of wallet, brand identification

• Voice of Customer (VoC) Surveys

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

• Referrals

• Discussion Forums

• Polls & Surveys

• Contact Centre –Ideas/Feedback/Requests

• FAQ’s

• Ideas/Feedback Areas

• Like/Share with Friends

• Member Recognition & Rewards

Bu

sin

ess

Go

als/

Dri

vers Brand -

Reach/Awareness

Ben

efit

s &

RO

I Mea

sure

s • SEO Lift – Improved ranking on search engine results pages

• Reach – Increase in word-of-mouth and viral marketing

• Brand/PR Management & Protection – Increased lead time in identifying potential brand and PR problems

• Lead Generation (B2B)* (see above)

• Sponsorship Takeup

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

•Referrals

•Discussion Forums

•Sponsorship/Advertising

•Blogs

• News & Events

• Like/Share with Friends

• Webinars/Live Broadcasts/ Podcasts etc

• Job Boards

Bu

sin

ess

Go

als/

Dri

vers Market

Positioning

Ben

efit

s &

RO

I Mea

sure

s • Innovator/Lead in Online Community –First to market benefits

• On/Offline Event Hosting

• Creating a Voice in the Market

• Association/Sponsorship with other Lead Brands

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

• News & Events

• Discussion Forum –Lead Sponsorship

• Blogs

• Knowledge Exchange

• Sponsorship/Advertising

• Special Interest/Function Groups – Steering Committee Events

• Webinars/Live Broadcasts/ Podcasts etc

Bu

sin

ess

Go

als/

Dri

vers Customer

Service & Support

Ben

efit

s &

RO

I Mea

sure

s • Call Deflection – Cost savings from all forms of Contact Center incidence

• Avoidance and reduction – Including telephone calls, emails, chat sessions, etc.

• Knowledgebase Ownership – Improving the quality while decreasing the cost of building and maintaining support knowledge-bases

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

• FAQ’s

• Contact Centre

• Polls & Surveys

• Special Groups –Dispute Resolution

• Discussion Forums –Customer Service

• News & Events

• Ratings

• Listening Post

Bu

sin

ess

Go

als/

Dri

vers Talent/Custome

r Acquisition, Engagement & Development

Ben

efit

s &

RO

I Mea

sure

s • Talent Attraction & Reach - Real-time interactive Job site; detailed Performance Profiles for internal/external role vacancies, vacancy status updates, Q&A

• Communication, Engagement (Choice) & Retention: Discussion Forums, Mentor Schemes, Events, Voice of Employee (VoE)/ Employee Engagement Committees, Feedback/Ideas Areas etc

• Talent Recognition & Reward

• e-Learning Platform Build

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

• Member Profiles –Talent Trap

• Discussion Forums –Your Say

• Contact Centre

• Referrals

• Polls & Surveys

• Job Boards – Talent Exchange

• Member Recognition Areas & Rewards – In the Spotlight

• Special Interest Groups

• Development/Evaluation Tools

Bu

sin

ess

Go

als/

Dri

vers Diversity

Initiatives & Measurement

Ben

efit

s &

RO

I Mea

sure

s •Special Interest Group Formation/Engagement & New Event Initiatives

• Discussion Forum –Contribution/Champions

• Knowledge Centre Build

• Employer/Community of Choice

• Grievance/Complaints Reporting

• Engagement Survey Results

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

• Member Profiles

• Contact Centre

• FAQ’s

• Polls & Surveys

• News & Events

• Special Interest Groups

• Knowledge Exchange

• Resource Library

Bu

sin

ess

Go

als/

Dri

vers Cost Savings &

Efficiencies

Ben

efit

s &

RO

I Mea

sure

s •Sales – Time & Cost Reduction(see Insights & Innovation)

• Direct Re/sourcing Opportunities

• Online Customer Service Activity –Reducing offline/headcount interaction

• Efficiency Ideas Capture

• Time Efficiencies –Ease/Anytime & anywhere access

• Online/ Open Communications Platform - Unfired Messaging (Vision/Strategy/Changes)

• Joint Ownership (Multi-Networks/Sponsors/Funded)

Key

Sit

e Fe

atu

res/

Co

mp

on

ents

• Member Profiles

• Contact Centre

• FAQ’s

• Polls & Surveys

• Referrals

• Job Boards

• Knowledge Exchange

• Resource Library