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Online communities

  What works and
   what doesn’t?
Hi! My name is Bart
Ik work at web agency Netlash




        ... and a few other companies:
This is my son Kobe
I’m passionate about coffee
You can find me here:
www.ondernemeringent.be
www.netlash.com
www.talkingheads.be
www.kobedewaele.be
www.kopjekoffie.be
www.twitter.com/netlash
(Yes, that’s a lot of www’s)
Online Communities

What works and what doesn’t ?
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
1. What is a community?




       Examples?
1. What is a community?



       Blog
1. What is a community?



       Blog
       Forum
1. What is a community?



       Blog
       Forum
       Chatroom
1. What is a community?



       Blog
       Forum
       Chatroom
       Drupal
1. What is a community?



       Blog
       Forum
       Chatroom
       Drupal
       Facebook, Twitter
1. What is a community?



       Blog
       Forum
       Chatroom
       Drupal
       Facebook, Twitter
       Ning
1. What is a community?



       Blog
       Forum
       Chatroom
       Drupal
       Facebook, Twitter
       Ning
       Own community site
1. What is a community?



       Blog
       Forum
       Chatroom
       Drupal
       Facebook, Twitter
       Ning
       Own community site
       ...
1. What is a community?
1. What is a community?




       Does anyone actually have a
       definition?
1. What is a community?




       Online community
       =
       A virtual place where people with
       similar characteristics meet on a
       regular basis.
1. What is a community?




       Why?
       - strenghten your brand
       - CRM
       - SEO
       - Ads (€)
       - because others do it...
1. What is a community?




       Why?
       - add value for your users
1. What is a community?




       Determine your own goals!
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
2. Success of a community




       Success =

       number of members
       x
       content (interaction)
2. Success of a community
2. Success of a community




       Piramid

       1
       10
       100
       1000
2. Success of a community




       Piramid

       1         Creators
       10        Commentators
       100        Lurkers
       1000        Strangers
2. Success of a community




       Success =

       number of members
       x
       content (interaction)
2. Success of a community




       Piramid

       1         Creators
       10        Commentators
       100        Lurkers
       1000        Strangers
2. Success of a community




       External signs of succes

       ‘sense of ownership’
       shared history
       rituals
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
3. Building a community




        What does it take?
€
3. Building a community




     How much money
       does it take?
3. Building a community




        none to a lot €
3. Building a community




        none to a lot €
        - free: Wordpress, Drupal, Ning,
           Twitter, Facebook...
        - paying: Wordpress, Drupal,
           Facebook...
        - bespoke (see www.abconcerts.be)
3. Building a community




        Your own platform or
        an existing social network?
3. Building a community



 You wouldn’t interrupt a
conversation on a phone -
 why would you do it in a
     social network?
3. Building a community




        Your own platform or
        an existing social network?

        Both are viable.
        Ideal: mix of both.
3. Building a community




        Always keep in mind...
3. Building a community




        Always keep in mind...

        1. Total cost of ownership
        2. Your own goals
3. Building a community




        Total cost of ownership

        - extensible / integration?
        - hosting cost!
        - maintainablity (moderation)
3. Building a community




        Your own goals

        - on your own territory, or on
        someone elses?
        - integration CRM
        - cost over lifetime
3. Building a community




        Tip!

        Start small, grow, evolve.
3. Building a community




        Tip!

        Start small, grow, evolve.
        Learn while you grow.
3. Building a community




            Just start
             building
3. Building a community




     Critical success factors:

     usability
     user experience
3. Building a community




     Critical success factors:

     usability = IA + interface design + code
     user experience = usability + design + content
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
4. Launch a community




       Launch!
4. Launch a community
4. Launch a community




       Before launching:

       members
       content
4. Launch a community




       Roll model

       Your first members and your first
       content are roll models. Others
       will copy these paterns.
4. Launch a community




       Beta phase

       - collegues
       - friends
       - powerusers

       ... build slowly
4. Launch a community




            Launch!
4. Launch a community




       5 tips for launching
4. Launch a community




       1. Welcome new members

       Cfr. Flickr: “You have to welcome
       your first 10.000 users personally”
4. Launch a community




       2. Be present yourself

       Members can sense your reaction
       speed.
       Lead by example!
4. Launch a community




       3. New content

       Publish your own content.
       Have a stack of content ready!
4. Launch a community




       4. Roll model

       Guard the behaviour of your first
       members.
       Guard the quality of your first
       content.
4. Launch a community




       5. Reward

       ‘acknowledge’
       React positively on good content.
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
5. Maintain a community
5. Maintain a community




      Remember?
5. Maintain a community




      Piramid

      1         Creators
      10        Commentators
      100        Lurkers
      1000        Strangers
5. Maintain a community




      1. From ‘stranger’ to ‘lurker’

      - SEO
      - widgets!
      - other communities
      - old media
      - ‘viral’
Online Communities: what works, and what doesn't.
5. Maintain a community




      2. From ‘lurker’ to ‘commentator’

      - babysteps
      - co-creation
      - progressive disclosure
5. Maintain a community




      3. From ‘commentator’ to ‘creator’

      - ‘safe & sure’ - guidelines, policies
      - build in status
      - provoke: ask questions!
      - reward
5. Maintain a community




      Maintainable!

      - automatic content: API’s
         (YouTube, Flickr, Wikipedia...)
      - automatic moderation: karma
5. Maintain a community




      Maintainable!

      - Use your members (promovation).
      - Complete automatisation does not
      exist...
5. Maintain a community




      a good community takes...

      TIME and WORK
5. Maintain a community




              A few
             more tips
5 causes of a
 quiet dead
5. Maintain a community




      1. Build it and they will come

      Assume new members will just
      show up.
5. Maintain a community




     2. Do a ‘Cremmeke’
5. Maintain a community




      2. Do a ‘Cremmeke’

      Pre-moderation, censorship, rules
      that are too strict.
5. Maintain a community




      3. Hardcore

      Old skool <-> Newbies
      Community leader with big ego
5. Maintain a community




      4. Too complicated

      How to register?
      How does it work?
      What is the purpose?

      Usability & User experience!
5. Maintain a community




      5. Neglect

      Not enough updates, absent
      moderators.
Lurkers
5. Maintain a community




      Lurker = passive member

      ‘troll’
5. Maintain a community




      Piramid

      1         Creators
      10        Commentators
      100        Lurkers
      1000        Strangers
5. Maintain a community




      8 anti-lurker tips
5. Maintain a community




      1. Avoid the empty-bar effect
5. Maintain a community




      2. Active copy
5. Maintain a community




      3. Make the purpose clear
5. Maintain a community




          4. Welcome!
5. Maintain a community




      5. Put new (active) members in
      the spotlight
5. Maintain a community




      6. Provoke discussion

      Ask questions, use your own blog.
      But: avoid off-topic.
5. Maintain a community




      7. Track non-active members

      E-mailing, competition.
5. Maintain a community




      8. Reward good behaviour

      Status (built-in!)
      Praise
      Real reward (gifts)
1. What is a community?

2. Success of a community?

3. Building a community

4. Launch a community

5. Maintain a community
To conclude
The ‘Soylent Green’ moment
The ‘Soylent Green’ moment




             The web is
               people
Communities are
 populated by
   people
Real people, not ‘users’
People with children
People with passions
Communities = people




       So treat them as
            people:
Communities = people




         Conversation
Questions?
Bart de Waele
bart@netlash.com

www.netlash.com
twitter.com/netlash



                      UiTFORUM - 26/1/2009

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Online Communities: what works, and what doesn't.

  • 1. Online communities What works and what doesn’t?
  • 2. Hi! My name is Bart
  • 3. Ik work at web agency Netlash ... and a few other companies:
  • 4. This is my son Kobe
  • 6. You can find me here: www.ondernemeringent.be www.netlash.com www.talkingheads.be www.kobedewaele.be www.kopjekoffie.be www.twitter.com/netlash (Yes, that’s a lot of www’s)
  • 7. Online Communities What works and what doesn’t ?
  • 8. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 9. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 10. 1. What is a community? Examples?
  • 11. 1. What is a community? Blog
  • 12. 1. What is a community? Blog Forum
  • 13. 1. What is a community? Blog Forum Chatroom
  • 14. 1. What is a community? Blog Forum Chatroom Drupal
  • 15. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter
  • 16. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning
  • 17. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning Own community site
  • 18. 1. What is a community? Blog Forum Chatroom Drupal Facebook, Twitter Ning Own community site ...
  • 19. 1. What is a community?
  • 20. 1. What is a community? Does anyone actually have a definition?
  • 21. 1. What is a community? Online community = A virtual place where people with similar characteristics meet on a regular basis.
  • 22. 1. What is a community? Why? - strenghten your brand - CRM - SEO - Ads (€) - because others do it...
  • 23. 1. What is a community? Why? - add value for your users
  • 24. 1. What is a community? Determine your own goals!
  • 25. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 26. 2. Success of a community Success = number of members x content (interaction)
  • 27. 2. Success of a community
  • 28. 2. Success of a community Piramid 1 10 100 1000
  • 29. 2. Success of a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  • 30. 2. Success of a community Success = number of members x content (interaction)
  • 31. 2. Success of a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  • 32. 2. Success of a community External signs of succes ‘sense of ownership’ shared history rituals
  • 33. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 34. 3. Building a community What does it take?
  • 35.
  • 36. 3. Building a community How much money does it take?
  • 37. 3. Building a community none to a lot €
  • 38. 3. Building a community none to a lot € - free: Wordpress, Drupal, Ning, Twitter, Facebook... - paying: Wordpress, Drupal, Facebook... - bespoke (see www.abconcerts.be)
  • 39. 3. Building a community Your own platform or an existing social network?
  • 40. 3. Building a community You wouldn’t interrupt a conversation on a phone - why would you do it in a social network?
  • 41. 3. Building a community Your own platform or an existing social network? Both are viable. Ideal: mix of both.
  • 42. 3. Building a community Always keep in mind...
  • 43. 3. Building a community Always keep in mind... 1. Total cost of ownership 2. Your own goals
  • 44. 3. Building a community Total cost of ownership - extensible / integration? - hosting cost! - maintainablity (moderation)
  • 45. 3. Building a community Your own goals - on your own territory, or on someone elses? - integration CRM - cost over lifetime
  • 46. 3. Building a community Tip! Start small, grow, evolve.
  • 47. 3. Building a community Tip! Start small, grow, evolve. Learn while you grow.
  • 48. 3. Building a community Just start building
  • 49. 3. Building a community Critical success factors: usability user experience
  • 50. 3. Building a community Critical success factors: usability = IA + interface design + code user experience = usability + design + content
  • 51. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 52. 4. Launch a community Launch!
  • 53. 4. Launch a community
  • 54. 4. Launch a community Before launching: members content
  • 55. 4. Launch a community Roll model Your first members and your first content are roll models. Others will copy these paterns.
  • 56. 4. Launch a community Beta phase - collegues - friends - powerusers ... build slowly
  • 57. 4. Launch a community Launch!
  • 58. 4. Launch a community 5 tips for launching
  • 59. 4. Launch a community 1. Welcome new members Cfr. Flickr: “You have to welcome your first 10.000 users personally”
  • 60. 4. Launch a community 2. Be present yourself Members can sense your reaction speed. Lead by example!
  • 61. 4. Launch a community 3. New content Publish your own content. Have a stack of content ready!
  • 62. 4. Launch a community 4. Roll model Guard the behaviour of your first members. Guard the quality of your first content.
  • 63. 4. Launch a community 5. Reward ‘acknowledge’ React positively on good content.
  • 64. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 65. 5. Maintain a community
  • 66. 5. Maintain a community Remember?
  • 67. 5. Maintain a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  • 68. 5. Maintain a community 1. From ‘stranger’ to ‘lurker’ - SEO - widgets! - other communities - old media - ‘viral’
  • 70. 5. Maintain a community 2. From ‘lurker’ to ‘commentator’ - babysteps - co-creation - progressive disclosure
  • 71. 5. Maintain a community 3. From ‘commentator’ to ‘creator’ - ‘safe & sure’ - guidelines, policies - build in status - provoke: ask questions! - reward
  • 72. 5. Maintain a community Maintainable! - automatic content: API’s (YouTube, Flickr, Wikipedia...) - automatic moderation: karma
  • 73. 5. Maintain a community Maintainable! - Use your members (promovation). - Complete automatisation does not exist...
  • 74. 5. Maintain a community a good community takes... TIME and WORK
  • 75. 5. Maintain a community A few more tips
  • 76. 5 causes of a quiet dead
  • 77. 5. Maintain a community 1. Build it and they will come Assume new members will just show up.
  • 78. 5. Maintain a community 2. Do a ‘Cremmeke’
  • 79. 5. Maintain a community 2. Do a ‘Cremmeke’ Pre-moderation, censorship, rules that are too strict.
  • 80. 5. Maintain a community 3. Hardcore Old skool <-> Newbies Community leader with big ego
  • 81. 5. Maintain a community 4. Too complicated How to register? How does it work? What is the purpose? Usability & User experience!
  • 82. 5. Maintain a community 5. Neglect Not enough updates, absent moderators.
  • 84. 5. Maintain a community Lurker = passive member ‘troll’
  • 85. 5. Maintain a community Piramid 1 Creators 10 Commentators 100 Lurkers 1000 Strangers
  • 86. 5. Maintain a community 8 anti-lurker tips
  • 87. 5. Maintain a community 1. Avoid the empty-bar effect
  • 88. 5. Maintain a community 2. Active copy
  • 89. 5. Maintain a community 3. Make the purpose clear
  • 90. 5. Maintain a community 4. Welcome!
  • 91. 5. Maintain a community 5. Put new (active) members in the spotlight
  • 92. 5. Maintain a community 6. Provoke discussion Ask questions, use your own blog. But: avoid off-topic.
  • 93. 5. Maintain a community 7. Track non-active members E-mailing, competition.
  • 94. 5. Maintain a community 8. Reward good behaviour Status (built-in!) Praise Real reward (gifts)
  • 95. 1. What is a community? 2. Success of a community? 3. Building a community 4. Launch a community 5. Maintain a community
  • 98. The ‘Soylent Green’ moment The web is people
  • 100. Real people, not ‘users’
  • 103. Communities = people So treat them as people:
  • 104. Communities = people Conversation

Editor's Notes