DESIGNING POSITIVE CHANGE
Building Community Online
Empowering, Building and Cultivating Online Communities
Presented by:Demetrio P. Cardona-Maguigad
Share the conversation
@limeredstudio @NTENorg#community
#cause#socialmedia#nonprofit
#communication
IntroductionWho’s in the room?
Belonging
Building online communities
is about empowering people
It’s not about the toolsIt’s about relationships
Tools should assist in changing
the quality and quantity
of your relationships with people
as you build your community
The benefitsYour organization will be more recognized
It adds value to your organization and cause
It will give you purpose and direction
It will help you focus on relationships and not tools
It gives people a sense of belonging and ownership of your
brand and cause
Personifies your organizational brand
How do we get there?
FIRST: Know Your People
Technographics Profiles Ladder
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
Most Influential{
Organizers {
The Majority {
Requires more time and knowledge of tools
23%
31%
33%
19%
59%
68%
Groundswell, Josh Bernoff and Charlene Li, Forrester Research
SECOND: Identify your organizational goals and online objectives
Organizational Goals Online Objectives
Conduct Research ListeningOngoing monitoring of your audience’s conversations with each other, instead of occasional surveys and focus groups.
Marketing & Building Awareness TalkingParticipating in and stimulating two-way conversations your audiences have with each other, not just outbound communications to your customers.
Move People to Action EnergizingMaking it possible for your enthusiastic audiences to help move each other to actions
Provide Service & Support SupportingEnabling your audiences to support each other
Development & Planning EmbracingHelping your audiences work with each other to come up with ideas to improve your cause, programs and services
THIRD: Establish direction by aligning organizational goals with online objectives
Organizational Goals Online Objectives
Conduct Research ListeningOngoing monitoring of your audience’s conversations with each other, instead of occasional surveys and focus groups.
Marketing & Building Awareness TalkingParticipating in and stimulating two-way conversations your audiences have with each other, not just outbound communications to your customers.
Move People to Action EnergizingMaking it possible for your enthusiastic audiences to help move each other to actions
Provide Service & Support SupportingEnabling your audiences to support each other
Development & Planning EmbracingHelping your audiences work with each other to come up with ideas to improve your cause, programs and services
FOURTH: Establish the most effective tools to
achieve objectives
Online Objectives Tools
Listening Tools for monitoring conversationsTwitter.com searches and listsLinkedIn.com GroupsBlog and Network comments
Talking Tools for engaging conversationsBlogsLinkedIn.com GroupsFacebook.com Groups and Pages
Energizing Tools for rallying membersCauses.comCrowdrise.comKickstarter.comChange.org
Supporting Tools to allow members to be self-supportingForumsProgressiveExchange
Embracing Tools to allow members to collaborate and sustain a communitySharing and ideation exchange toolsKnight News Challenge siteMural.ly
FIFTH: Measure change and evaluate results
Quantitative and Qualitative
changes throughdata, information,
insights and relationships with
people
Tools Measurement and Change
Tools for monitoring conversations # of people engaging# of key influencers# of conversationsQuality of brand perceptions and mentionsQuality of conversations on platforms
Tools for engaging conversations # of interactions# of posts & comments# of commentsQuality of relationshipsQuality of conversations
Tools for rallying members # of shares# of clicks# of referrals# of conversionsQuality of impact
Tools to allow members to be self-supporting
# of resolutions# of topics# of conversationsQuality of resolutionsQuality of topics
Tools to allow members to collaborate and sustain a community
# of community members# of collaborations# of new ideasQuality of ideasQuality of interactionsQuality of impact
Repeat
Review1. Know your people and use the Technographics Profiles to identify what
they are ready for.
2. Establish your organizational goals and identify your online objectives.
3. Align your organizational goals with online objectives to establish
direction.
4. Choose the most appropriate tools to achieve goals and objectives.
5. Measure change and evaluate results of online activity.
6. Repeat.
Last bitsStart small and be realistic about where you are at
It takes time and effort
Be personal and relevant
Give applause before you receive applause
Have a policy in place
Be focused and unique
Did you love this webinar?We would appreciate telling others what you thought about it.
You can also follow us! Sign up for our newsletter or read our blog at http://www.limeredstudio.com/
Follow us on Facebook at https://www.facebook.com/limeredstudio
Twitter at https://twitter.com/limeredstudio
@limeredstudio @NTENorg#community
#cause#socialmedia#nonprofit
#communication
THANK YOU
www.limeredstudio.com
Top Related