Slides from Michael Silverman, Founder & CEO of Duo Consulting. Presented at the 2012 Drupal Business Summits in Toronto, Chicago & NYC.
www.duoconsulting.com
www.drupalbusinesssummit.com
Capturing Community (Michael Silverman, Duo Consulting)
1. Capturing Community
How to build, manage and market your
community online
by Michael Silverman
CEO Duo Consulting
msilverman@duoconsulting.com
2. Capturing Community
How to build, manage and market your
Marketing/
Sales
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by Michael Silverman
CEO Duo Consulting
msilverman@duoconsulting.com
5. Social Network
Information flow is just a stream
of comments from disparate sources
Fan pages or Groups suffer
from an identity crises .
Active management needed
to encourage interaction
and growth.
6. Social Network
Information flow is just a stream
of comments from disparate sources
Fan pages or Groups suffer
from an identity crises .
Active management needed
to encourage interaction
and growth.
7. Facebook isn’t Community
Fans don’t have common interests
They don’t participate on Facebook pages
It’s a one-sided conversation
Numbers are all that matter
Gimmicks drive the action
Source: http://www.convinceandconvert.com (http://s.tt/1baSC)
8. Facebook isn’t Community
Fans don’t have common interests
They don’t participate on Facebook pages
It’s a one-sided conversation
Numbers are all that matter
Gimmicks drive the action
Source: http://www.convinceandconvert.com (http://s.tt/1baSC)
11. Get People Talking
Conversations are central
to online community
Facilitate member
communication
Offer opinions and
ask questions that
requires members to share
12. Get People Talking
Conversations are central
to online community
Facilitate member
communication
Offer opinions and
ask questions that
requires members to share
20. Activity-Based
Built In Chicago is a resource for ‘digital professionals'
working to build great web and mobile businesses.
Activity-Based mission to connect, educate and
promote the growing digital community in Chicago.
24. Associations
Unite around a common purpose
A place to continue the conversation,
promote events, content for members.
Where does your community live?
Check out, blogrolls, and influencers.
25. Associations
Unite around a common purpose
A place to continue the conversation,
promote events, content for members.
Where does your community live?
Check out, blogrolls, and influencers.
46. Take-Aways
Stand for something - that people
want to feel a member of.
Attract visitors with content -
who stay for the community.
Act as a catalyst. Sign up in stages. Get People Talking.
Photos and video are elements of engagement
47. Take-Aways
Stand for something - that people
want to feel a member of.
Attract visitors with content -
who stay for the community.
Act as a catalyst. Sign up in stages. Get People Talking.
Photos and video are elements of engagement
49. 20 W Kinzie, Suite 1510
Chicago, 60654 -
msilverman@duoconsulting.com
@MSilvermanDuo - 312-529-3000
50. Community Management
Your job is to act as a catalyst
Encourage engagement, recruit members
and organize groups
Seed your community with
members and content
Stand back and listen -
Get people talking
51. Community Management
Your job is to act as a catalyst
Encourage engagement, recruit members
and organize groups
Seed your community with
members and content
Stand back and listen -
Get people talking
52. Social Graph
Make it easy to sign up -
Login with Facebook,
Twitter or LinkedIn
Find your social
connections
Create surveys and
polls to promote
conversation, feeback
forms and FAQs for support
53. Social Graph
Make it easy to sign up -
Login with Facebook,
Twitter or LinkedIn
Find your social
connections
Create surveys and
polls to promote
conversation, feeback
forms and FAQs for support
The race is on to own the conversation in your space. \nAre you a marketing professional, passionate entrepreneur or association manager? \nThink outside the box - are their opportunities available to Capture Communities online.\n\n\n
A student of Commerce almost 30 years, I'm an entrepreneur, innovator and founder of Chicago-based Duo Consulting in Chicago. But I first started creating communities in 1997, when I launched RehabCentral.com. \n
In a social network people are held together by pre-established relationships. Connections are built one at a time, and people join to maintain old relationships. Content is mixed in with everything else.\n\n
Building relationships is an important strategy for reaching your audience. Entice your audience them to take the conversation inside your walls, including leaders in your market that should be attracted by the audience.\n\n\n
In a community people come together under a common goal or purpose. They have a common interest - something members are passionate about like a project, lifestyle, profession. People join the community because they care about the purpose.\n
The focus of your community should be on user-generated content. The collective voice of your members is most important. Write in a conversational tone and make information easy to share.\n\n \n
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Duo created Built in Chicago which is an activity-based community for digital professionals creating businesses. Just like any business you need to stand for SOMETHING - A clear position is an identifying force for your members. \n\n
Duo created Built in Chicago which is an activity-based community for digital professionals creating businesses. Just like any business you need to stand for SOMETHING - A clear position is an identifying force for your members. \n\n
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Beginning with tribes associations emerged to unite around a common purpose. Providing members a place to continue the conversation, promote events, and foster relationships. Is there a business opportunity like RehabCentral?\n
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One of the most successful examples is American Express OPEN which hit a million views per month in 2010. The OPEN Forum brand drew in Guy Kawasaki and Pete Cashmore from Mashable) as contributors\n
Twitter, eBAY (as x.com) and Symantic have all built tech support communities using Drupal.\n\n\n
Symantec Connect is a platform to publish information and facilitating customer interaction. Tech support communities can offer a great ROI.\n
Build your community on a platform that can change as you grow. Consider scalability, flexibility, dependability, customizability, and usability. If you're using WordPress you're probably not thinking “community.”\n\n
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At LitReactor they encourage interaction by giving members badges to enhance their reputation. Other options like point systems, titles (reputation), milestones, (member since xx) validate their position in the community. \n\n\n
Incentives are key to drive success. Hard incentives - like a $5 gift card have the highest success rate but there are other ways to get your community interacting like badges or titles.\n\n\n
At LitReactor they encourage interaction by giving members badges to enhance their reputation. Other options like point systems, titles (reputation), milestones, (member since xx) validate their position in the community. \n\n\n
Metrics point to factors like participation, influence, content, and networking activity. Truly understanding how people interact online, and OWNING the space where the conversation happens is quite valuable.\n
Communities present relevant ads to relevant customers like trade magazines - just don’t be too salesy. Try sponsorships and/or advertising, premium content & merchandise, and commissions on advertising to start.\n\n\n
Come for the content and stay for the community. Seed your community to present the façade of activity early. Appeal to your audience emotionally, and create interaction among members. It's all about the conversation.\n
Thank you\n
Be a catalyst. Launch surveys, start discussions, ask for comments. Seek out people who play an active role and ask them to participate. Don’t over-manage - use a light touch to keep your community thriving.\n
Where do potential members “live”? OPEN Forum’s API integration with LinkedIn drew in small business professionals. Give Members a test run - and don’t ask for too much contact information. \n
Change.org uses collective action accomplish a goal. Late 2011 a Change.org member recruited more than 300K BOA customers to protest a new $5/month for debit card for purchasing. Groupon is another example of a goal-oriented community. \n