DESIGNING POSITIVE CHANGE

Building Community Online

Empowering, Building and Cultivating Online Communities

Presented by:Demetrio P. Cardona-Maguigad

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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

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