This document discusses online communities for organizations. It provides an introduction to communities and reasons for creating them, such as sharing knowledge, innovation, and customer engagement. Characteristics of successful communities include culture, conversations, transparency, and commitment. Examples are given of communities created by companies like T-Mobile, Childrens Telephone, the Dutch Chamber of Commerce, and an insurance company. Communities can take different forms depending on their goals, such as customer service, professional cooperation, or employee engagement.

1. Online communities for
organisations
9 oktober 2014
Kirsten Wagenaar

2. Who am I?
• Kirsten Wagenaar
• Independent consultant
• Background in
psychology
• Active in community
management for 5 years
• Founder and chair of the
Dutch Association for
Community
Managament
• Speaker, blogger, teacher

4. What would I like to tell you?
• All about community
• Reasons to choose to built a
community
• Various cases of how to set
community up

5. Intro: Community!

6. When can you actually call it
a (online) community?

7. Niets nieuws
People are people

9. People form a community.
This group is not dependent on a
(technical) platform.

11. On- and offline platforms where people with
several common interests come together on a
regular basis to talk, share experience/
knowledge and activities or work together on
projects

12. Not everybody will be as active as you
want them to be!

13. Newsletter
Twitter feed
Website
Active core
Owned platform
Facebook page
LinkedIn group
Offline event Community

15. Community members

16. An active member
Shares
knowledge
Talks about
more than
the main
theme
Visits the
community
regularly
Feels
ownership
Has an
interest in
other
members

17. Why would people participate in
communities?

19. What’s in it for me?
• Fun!
• Stay in contact
• Collect information
• Make new contacts
• Sense of belonging
• Business goals
• Self expression
• Social status
• Altruïsm

20. Why wouldn’t people participate in
communities?

21. What’s NOT in it for me?
• No need to post
• Just reading is enough
• Want to know what this community is about
• I have nothing more to add
• Others have already reacted
• Technical problems
• No time
• I don’t know how to post something
• Too many other reactions
• No attraction to the community
• Shyness
• Wants to remain anonymous
• Low quality of other reactions and posts
• Takes to much time before you get a reaction
• Afraid for negative comments/reactions
• Afraid to commit

22. Characteristics of a community
• Culture!
• Conversations
• Transparancy
• Commitment
• Value (win-win)

23. The community platform

24. Why choose for community?

25. • Insight into wishes and needs of employees or
(potential) clients
• Sharing of knowledge, connecting, cooperation
• Innovation through new ideas
• Facilitating loyal fans and creating ambassadors
• Create extra value for customers

26. Various forms for various goals
• Online awareness (Branding)
• Professionele cooperation (Thought leaderschip)
• Customer satisfaction (Service)
• Employee satisfaction (Productivity)
• Spreading information (Reach)

27. Community cases

28. T-Mobile forum

29. • More than 200.000
members
• Customer (service)
community
• Questions about service,
updates, input for the
improvement of service
• Forum functionality
• Gamification
• Integrated with a blog, a
research module, CRM
and Facebook
• Volunteers to do the
moderating

30. Childrens telephone

31. • More than 15.000
members
• Customer (service)
community
• Reach young people,
help them with
problems and general
questions, reduce calls
• Forum functionality
• Volunteers to do the
moderating

32. Hallo! (Chamber of Commerce)

33. • More than 70.000
members
• Customer (service)
community
• Facilitating
entrepreneurs. Collect
insights and content
• Integrated community
platform (Telligent)
• Community management
team
• Offline meetings

34. VARA’s Kassa

35. • More than 160.000
members
• 3.000 active users, 30
‘core members’: The
Kassa experts
• Consumer community
• Give consumers a voice
and connect them
• Forum functionality
• Community
management team
• Offline meetings

36. FBTO Onderling.nl

37. • Insurance company has
community (also)
decide on claims
• Votes serve as
confirmation to change
product criteria
• Per case at least 100
votes
• Active discussions
about insurance in
general
• Innovative concept

38. Also…
• Patiënt communities (Kanker.nl, UniteMS.com)
• Other consumer communities
(Consumentenbond and TROS Radar)
• Alumni communities (Deloitte, Ormit)
• From talentpools 2.0 to communities
• Research communities

39. The big fora

41. kjwagenaar@gmail.com
@Kirstenwagenaar
Kirsten Wagenaar