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Frictionless Participation
David CarterCTO & FounderAwareness Inc.
Blog: http://carter.awarenessnetworks.comTwitter: dkrcarter
Who the heck is David Carter?
• Co-founder of Awareness• Based at our Canadian office near Toronto• Have been in the content management space since end
of 2000• Prior to that Microsoft for 11 years
> Internet Strategy Manager > Product Manager for IE3, IE4 in Canada (don't blame me)> Lots of other stuff…
• Housekeeping for non Canadians> "aboot"="about"> "Eh" means "don't you agree?" or "what do you think?"> E.g. "This is going to be a good webinar eh?", "How's it goin eh?"
© 2008 Awareness
Great Customers
Participation
• Reading - Passive > Very little feedback> Doesn't influence the community> May not even need to be logged in> Skim along the surface> Not a bad thing
• Participation - Interactive> Dive in> People interact with the site> People create content> People interact with each other> People update their profiles
> It's a great metric to build an ROI statement
Defining Successful Communities
• Reading - Linear
• Participation - Circular> More participation drives
more content> More reasons for other
people to visit> More visits means
more potential participation
> Rinse and repeat
Participate
Consume
Consume
Friction / Engagement Scale
Most Engaged
Least Engaged
Manage a Blog
Manage a Topic
Create a Wiki Topic / Start a Group
Write a Guest Post
Participate in a Wiki/Group/Discussion
Post a threaded comment
Leave a comment
Vote / Rate / Bookmark
Most Engaged
Most EngagedLeast Engaged
Create a profile
Edit/Update a profile
View
Friending
Tagging
What customers do you think are the most valuable?
Most Engaged
Least Engaged
Most Engaged
Least Engaged
• You know the most about this group• They help create a bigger footprint• They can drive the direction of the
community
• They consume
Easy Participation - Voting
• Voting is simply a reaction to some content• Easy to do.. One click• Can influence the positioning of other content• Can add context to content
• Don't think of it as simply "rate this post"> "mark as a favorite"> "was this post helpful?"> Or very purposed towards the category of content
> "rate this best practice with respect to ROI"> "Choose this article for the 2008 end of year summary"
• You can treat "reading" as an implied vote
Voting is great for sites with very little UGC
• Add context to company information or product info> "great product for teens"> "rate the kid friendliness of this product"> "this product was easy to install"
• Voting doesn't replace Survey's and Polls because it is targeted towards a piece of content. It is a reaction
• Bookmarking is really a kind of "voting" isn't it?> Tag it and you added context
Profile Polling
• In the past Profiles were private, now they are content
• Doesn't it follow that profile questions could be asked in the form of a quick poll?> Share it as a profile item
(with their permission)
> Display the aggregate results
> Capture the info for every single person
> Dead simple
> Find people who feel the same way you do
> You don't "profile the heck" out of peoplewhen they first register
Show the results as you would a poll
• However, clicking that data could show you members
• Basically each interaction contributes to the complexity of your communities Social Graph
Friending
• Friending is participation• It is a great point of participation because there is an
implied context of "trust"• Make the friending process simple
> Add this author to my people-list
• Quick Discussion of "People-Lists"
Using Points of Enthusiasm
• Opportunities present themselves that communities may already be enthusiastic about. Use those to gather content and broaden people's profiles
A Specific Topic> A company meeting> A company social event> A community happening / news event
> See Boston.com and see if there is any interest in the celtics today
A Process> A direct email campaign> A registration> A contest
Create a purposed "Quick Post" form to make participation dead simple
Comment / Threaded Comments
• Discussion Forums are the original community
• Next easiest participation because you still "react" but you have to formulate a thought
• Threaded comments are a little more engaged because people can "react" to your comment
• Make everything a discussion
• We even have a widget for SharePoint content and script to capture discussions in your existing CMS systems
Imagine the interesting Aggregations
Content
Bookmarks
Discussions
Wiki
Calendar
Voting
Profile
Reputation
Participation
Profile
Groups/Friends
Presence
Photos
AudioVideo
ClippingsVoting
Play back the content in many ways
• As a profile / blog > Show posts> Votes> Comments> Profile questions
• As a category of content> E.g. Marketing, Sports, News etc.
• As a result from community interaction> Highest voted> Most commented on> Most recent
Reputation can grow based on participation
• Every interaction paints a picture
• How people vote on that authors content• How that author votes• Where they submit content (what categories)• Who their friends are?• Where they hang out?
• My twitter experiment.. Small world
What you should do next
• Evaluate if your site (or plan) includes lots of frictionless participation> How can you lower the bar of entry
• What are some obvious "Points of Enthusiasm" that you need to exploit
• Call us and we can help you get started
Questions?
David CarterBlog: http://carter.awarenessnetworks.com
Twitter: dkrcarterEmail: [email protected]