Value Of Communities by Maria Sipka
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The document discusses how businesses can leverage online communities to better connect with key stakeholders. It outlines an 8-phase relationship cycle for using communities as a relationship conduit rather than just for direct selling. The phases include setting objectives, community planning, acquisition, retention, measuring results, and keeping relationships engaged over time through transparency, engagement and collaboration. The goal is to integrate communities into stakeholders' lives and see a return on investment through formalized referrals and integrating customer relationship management systems.
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Value Of Communities by Maria Sipka
- 1. Your Relationship Ecosystem By Maria Sipka | CEO www.linqia.com WEBINAR TO PAC MEMBERS | 1ST SEPTEMBER 2009 How businesses leverage community tools to better connect with their key stakeholders
- 2. Communities are rarely used for direct selling… Source: http://www.flickr.com/photos/kraskland/3473214142/
- 3. .. but rather as a relationship conduit Source: http://www.flickr.com/photos/st-stev/153582206/
- 4. 8 Community Types 1. Corporate Voice Community 2. User-Generated Content/ Micro Site Campaign 3. Enthusiasts Community 4. Associations/ Subscribers Community 5. Loyalty Community 6. Innovation Community 7. Peer Support Community 8. Event Community Source: Awareness
- 5. The Numbers 2,000+ social networks 160 million communities 1.6 billion people online 950 million social network members 350 million community members
- 6. See community tools as means to liberate your key stakeholders Source: http://www.flickr.com/photos/rattodisabina/
- 7. Before Now Communication Channel Collaboration Channel
- 8. Which means the rules have changed Source: http://www.flickr.com/photos/amandafarah/2465700760/
- 10. Take off your marketing, PR, advertising, sales, market research… hat for a moment Source: http://www.flickr.com/photos/expressmonorail/2416243832/
- 11. …and put yourself into the shoes of your key stakeholders Source: http://www.flickr.com/photos/aeter/2604233315/
- 12. A brief journey to… Understand the role of online communities in your relationship ecosystem Source: http://www.flickr.com/photos/mondocardine/3778923153/
- 13. The Relationship Cycle Phase 1 Your Retention Offering Results/ Setting Pulse Check Objectives Acquisition/ Community Uptake Planning
- 14. Phase #1 Your Before you start… What are you thinking Retention Offering of offering? Is there really a need? Who are your key Results/ Setting stakeholders? Pulse Check Objectives How do they currently behave? Research Acquisition/ Community Validate Uptake Planning Crystalize
- 15. Phase #2 Paint a picture… Your What does success Retention Offering look like? Over what period of time? Results/ Setting How are they tied to Pulse Check your business goals? Objectives How and when will you measure success? Acquisition/ Community You can’t manage Uptake Planning what you don’t measure
- 16. Phase #3 The community plan Your What is your budget? Retention Offering What internal + external people will you need? Results/ Setting Build or white label? Pulse Check Objectives Where will you gather content? Can you source sponsors? Acquisition/ Uptake Community If you don’t have your Planning own plan you become a part of somebody elses
- 17. Phase #4 Go get them! Your How are they Retention Offering segmented? Where do they hang out? Results/ Setting How will you reach Pulse Check Objectives out to them? What’s are the different carrots you’ll offer? Acquisition/ Community Focused Planning Uptake Targeted Authentic
- 18. Phase #5 Return on investment Your When do you know Retention Offering you’ve achieved success? How does your Results/ Setting community fit into your stakeholders Pulse Check Objectives life? Formalized referral? Integrating your Acquisition/ Community CRM? Uptake Planning The proof is in the numbers
- 19. Phase #6 Don’t give up to early! Retention Your Keeping your Offering relationships engaged Deepening relationships Results/ Setting Loyalty initiatives? Pulse Check Objectives Evangelists Aim to distribute the workload by engaging your community Acquisition/ Community Uptake Planning
- 20. Keep in Mind Always… Transparency + Engagement + Consistency + Collaboration + Celebration + Simplicity + Measurement = Community
- 21. Contact Details TwiJer: Maria Sipka Founder/ CEO @mariasipka www.linqia.com www.themoderatorcommunity.com Tel: +34 626768788 maria.sipka@linqia.com Barcelona | Geneva | Silicon Valley