Cultivating your online communityCultivating your online community

Engage & Connect with Social MediaEngage & Connect with Social MediaLVSC - Cascade Network Event LVSC - Cascade Network Event

1313thth January 2010 January 2010

Making a connectionMaking a connection

What is a community?What is a community?

““Web communities happen when people are given tools to Web communities happen when people are given tools to use their voice in a public and immediate way, forming use their voice in a public and immediate way, forming

intimate relationships over time.” intimate relationships over time.”

- Derek Powazek’s definition of communities written for his book, Design for Community: the art of connecting real people in virtual places.

http://www.amazon.com/Design-Community-Derek-Powazek/dp/0735710759

3 Questions3 Questions● Who is the site for?Who is the site for?

● What can they do?What can they do?

● Why will they want to do it?Why will they want to do it?

Building Blocks Building Blocks

● Help new and potential members of the community learn Help new and potential members of the community learn how to engage effectively. how to engage effectively.

● Privacy Policies/Terms of Use/ServicePrivacy Policies/Terms of Use/Service● Copyright and OwnershipCopyright and Ownership● Community GuidelinesCommunity Guidelines● Abuse Grid/Action PlanAbuse Grid/Action Plan

StructureStructure

User friendly is important, but every User friendly is important, but every community excludes someone.community excludes someone.

Where to put the barrier to entry?Where to put the barrier to entry?

Do you want everyone Do you want everyone posting or only posting or only highly motivated people? highly motivated people?

Wisdom of CrowdsWisdom of Crowds

Value is in the aggregate of thoughts, guesses, estimates. Value is in the aggregate of thoughts, guesses, estimates. Value is not identifying the smart individuals to listen to, Value is not identifying the smart individuals to listen to, but averaging out the voice. but averaging out the voice.

Give people, small simple tasksGive people, small simple tasks

If you are not getting the feedback you hoped for, ask for If you are not getting the feedback you hoped for, ask for something smaller.something smaller.

Online communities are self-selecting:Online communities are self-selecting:like attracts likelike attracts like Create diversity of people, opinion and input to avoid Create diversity of people, opinion and input to avoid

'groupthink' and prevent your group from being too single 'groupthink' and prevent your group from being too single tracked/minded. tracked/minded. Bring in new members to support minority opinions.Bring in new members to support minority opinions.

Becoming a Community ManagerBecoming a Community Manager

Community Manager = editor, shepherd, Community Manager = editor, shepherd, cheerleader, advocate, judge, cheerleader, advocate, judge, executioner.executioner.● You may only hear from unhappy people. Be prepared to You may only hear from unhappy people. Be prepared to

deal with this.deal with this.● Learn when to respond – you don't have to respond to Learn when to respond – you don't have to respond to

everything.everything.● Set the tone in the beginning then members start to take Set the tone in the beginning then members start to take

on roles and become champions themselves.on roles and become champions themselves.

Reward Good BehaviourReward Good Behaviour

● Bring good and interesting content to the fore.Bring good and interesting content to the fore.● Shine the spotlight on community members (if they let Shine the spotlight on community members (if they let

you!)you!)● Example content sets a tone far more effectively than Example content sets a tone far more effectively than

terms and conditions/community guidelines ever could.terms and conditions/community guidelines ever could.

TransparencyTransparency

● Own it when you're wrong, sometimes we all make Own it when you're wrong, sometimes we all make mistakes.mistakes.

● Tell people what's going on, post clear and timely updates.Tell people what's going on, post clear and timely updates.● If introducing change, explain it, give people time to learn If introducing change, explain it, give people time to learn

and an option to pull out, then make the change.and an option to pull out, then make the change.

Taking it offlineTaking it offline

Use back channels to thank the people Use back channels to thank the people who are helping out who are helping out or to check in with people who aren't or to check in with people who aren't playing ball with their behaviour.playing ball with their behaviour.

ContentContent

● Create timely, helpful and interesting content.Create timely, helpful and interesting content.● Highlight stories that motivate your community the most.Highlight stories that motivate your community the most.● Take credit by giving credit to others.Take credit by giving credit to others.● Before and after – success and progress reports.Before and after – success and progress reports.

encourage participation - the 3 c's

CommunityCommunity

● Continue to build relationships through current Continue to build relationships through current communication methods as well as online.communication methods as well as online.

● Engagement should be easy, fun (!) and meaningful.Engagement should be easy, fun (!) and meaningful.● Be transparent – Build trust.Be transparent – Build trust.● Listen – Don't talk all of the time.Listen – Don't talk all of the time.

encourage participation - the 3 c's

Calls to ActionCalls to Action

● Help your members know and understand what to do next.Help your members know and understand what to do next.● Make following through as simple as possible.Make following through as simple as possible.● Explain what their actions would accomplish and what Explain what their actions would accomplish and what

would happen next.would happen next.

encourage participation - the 3 c's

Why aren't people participating?Why aren't people participating?

● You sound like a press release.You sound like a press release.● You sound like an info-mercialYou sound like an info-mercial● You sound like a know-it all.You sound like a know-it all.● You haven't shown them how.You haven't shown them how.● You haven't created the right atmosphere.You haven't created the right atmosphere.● You just don't seem that into it.You just don't seem that into it.

credit – Michele Martin, Bamboo Project –six reasons people aren't commenting credit – Michele Martin, Bamboo Project –six reasons people aren't commenting www.michelmartin.typepad.com/thebambooprojectblogwww.michelmartin.typepad.com/thebambooprojectblog

How others do it -How others do it -

An example of how Intel encourages it's employees to be An example of how Intel encourages it's employees to be effective in online communities through it's Social Media effective in online communities through it's Social Media policy.policy.Intel isn't just allowing workers to use social media for Intel isn't just allowing workers to use social media for work purposes; it's encouraging them to be themselves work purposes; it's encouraging them to be themselves whilst doing so...whilst doing so...

“ “The choice to participate in social media is yours. If you The choice to participate in social media is yours. If you do, please follow these principlesdo, please follow these principles

• • Provide unique, individual perspectives on what's going Provide unique, individual perspectives on what's going on at Intel and in the world.on at Intel and in the world.

• • Post meaningful, respectful comments - in other words, Post meaningful, respectful comments - in other words, no spam and no remarks that are off-topic or offensive.no spam and no remarks that are off-topic or offensive.

• • Reply to comments quickly, when a response is Reply to comments quickly, when a response is appropriate.appropriate.

• • Respect proprietary information and confidentiality.Respect proprietary information and confidentiality.

• • When disagreeing with others' opinions, keep it cool.”When disagreeing with others' opinions, keep it cool.”

extracts from Intels Social Media Policy http://www.intel.com/sites/sitewide/en_us/social-media.htm

“ “On transparency:On transparency:

If you are blogging about your work at Intel, use your real If you are blogging about your work at Intel, use your real name, identify that you work for Intel, and be clear about name, identify that you work for Intel, and be clear about your role. If you have a vested interest in something you your role. If you have a vested interest in something you are discussing, be the first to point it out.”are discussing, be the first to point it out.”

extracts from Intels Social Media Policy http://www.intel.com/sites/sitewide/en_us/social-media.htm

“ “On perception:On perception:

In online social networks, the lines between public and In online social networks, the lines between public and private, personal and professional are blurred. Just by private, personal and professional are blurred. Just by identifying yourself as an Intel employee, you are creating identifying yourself as an Intel employee, you are creating perceptions about Intel by our shareholders, customers, perceptions about Intel by our shareholders, customers, and the general public and perceptions about you by ―and the general public and perceptions about you by ―your colleagues and managers. Do us all proud. Be sure your colleagues and managers. Do us all proud. Be sure that all content associated with you is consistent with your that all content associated with you is consistent with your work and with Intel's values and professional standards.”work and with Intel's values and professional standards.”

extracts from Intels Social Media Policy http://www.intel.com/sites/sitewide/en_us/social-media.htm

“ “On starting conversations:On starting conversations:

Don't be afraid to bring in your own personality and say Don't be afraid to bring in your own personality and say what's on your mind. Consider content that's open-ended what's on your mind. Consider content that's open-ended and invites response. Encourage comments.and invites response. Encourage comments.

On sharing:On sharing:

Our business activities are increasingly focused on high-Our business activities are increasingly focused on high-value innovation. Let's share with the world the exciting value innovation. Let's share with the world the exciting things we're learning and doing and open up the ―things we're learning and doing and open up the ―channels to learn from others.”channels to learn from others.”

extracts from Intels Social Media Policy http://www.intel.com/sites/sitewide/en_us/social-media.htm

“ “On mistakes:On mistakes:

Did you screw up? If you make a mistake, admit it. Be Did you screw up? If you make a mistake, admit it. Be upfront and be quick with your correction. If you're posting upfront and be quick with your correction. If you're posting to a blog, you may choose to modify an earlier post just ―to a blog, you may choose to modify an earlier post just ―make it clear that you have done so.make it clear that you have done so.

On negative comments from the public:On negative comments from the public:

If the content is positive or negative and in context to the If the content is positive or negative and in context to the conversation then we approve the content, regardless if conversation then we approve the content, regardless if the content is favorable or unfavorable to Intel. However if the content is favorable or unfavorable to Intel. However if the content is ugly, offensive, denigrating and completely the content is ugly, offensive, denigrating and completely out of context then we reject the content.”out of context then we reject the content.”

extracts from Intels Social Media Policy http://www.intel.com/sites/sitewide/en_us/social-media.htm

Final reminders -Final reminders -

● Ask questionsAsk questions● Acknowledge good workAcknowledge good work● Accept and respond to criticismAccept and respond to criticism● Have fun!Have fun!

thank you for listening and sharing – Laura Whitehead - www.popokatea.co.uk

Credits -Credits -

Thank you for the quotes, best practice and references -Thank you for the quotes, best practice and references -• Derek PowazekDerek Powazek

• Heather ChampHeather Champ

• Michele MartinMichele Martin

Also, a thank you to all the people on flickr who take wonderful photos, Also, a thank you to all the people on flickr who take wonderful photos, and and share them with others using Creative Commons licensing. Photos share them with others using Creative Commons licensing. Photos in this presentation are with thanks to -in this presentation are with thanks to -

– http://www.flickr.com/photos/pinksherbet/http://www.flickr.com/photos/pinksherbet/

– http://www.flickr.com/photos/ifindkarma/http://www.flickr.com/photos/ifindkarma/

– http://www.flickr.com/photos/luc/http://www.flickr.com/photos/luc/

– http://www.flickr.com/photos/timparkinson/http://www.flickr.com/photos/timparkinson/

– http://www.flickr.com/photos/creativecommons/http://www.flickr.com/photos/creativecommons/

– http://www.flickr.com/photos/joeshlabotnik/http://www.flickr.com/photos/joeshlabotnik/

– http://www.flickr.com/photos/heather/http://www.flickr.com/photos/heather/

– http://www.flickr.com/photos/pagedooley/http://www.flickr.com/photos/pagedooley/

– http://www.flickr.com/photos/mobology/http://www.flickr.com/photos/mobology/

Laura Whitehead - www.popokatea.co.uk - www.twitter.com/littlelaura