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Building Web Communities That Add Value

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David Terrar
David Terrar

Using the web community we built for Institute of Chartered Accountants of England and Wales professional member network as a case study, this presentation gives practical advice on how to build a better web community

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Building Web Communities That Add Value Can organizations build better web communities with predictable success? David Terrar – D²C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
What is a web community? ,[object Object]
What motivates people to participate? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"Culture is a mealy-mouthed way of talking about power.“ - Euan Semple
Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
What is ICAEW doing with ion? http://www.ion.icaew.com
What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
What is ICAEW doing with ion? ,[object Object],[object Object],[object Object]
Some other examples SocialMediaToday.com
Building a community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content and community management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Not in support of any goal…
Success factors for community sites ,[object Object],[object Object],[object Object],[object Object]
Life cycle of a successful community
 
Can we build communities with predictable success? ,[object Object],[object Object],[object Object]
Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures
Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important
Recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key take away from Enterprise 2.0 Conference 2008 Boston
Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com

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Building Web Communities That Add Value

  • 1. Building Web Communities That Add Value Can organizations build better web communities with predictable success? David Terrar – D²C and WordFrame with contributions from: Dennis Howlett – AccMan & ZDNet Philip Woodgate – Goodman Jones
  • 2.
  • 3. Why build communities? New Product Development Customer service Idea generation Market research Developer relations Amplifying Word of Mouth Employee communications General Marketing Reputation management Product testing Public relations LONG TAIL SALES PROJECT COLLABORATION Co-innovation Member networking Capturing Knowledge
  • 4.
  • 5.
  • 6. Participation Inequality Jakob Nielsen’s 1-9-90 rule Diagram courtesy of http://www.useit.com/alertbox/participation_inequality.html
  • 7. What is ICAEW doing with ion? http://www.ion.icaew.com
  • 8. What is ICAEW doing with ion? http://www.ion.icaew.com/itcounts
  • 9.
  • 10. Some other examples SocialMediaToday.com
  • 11.
  • 12.
  • 13. Not in support of any goal…
  • 14.
  • 15. Life cycle of a successful community
  • 16.  
  • 17.
  • 18. Community best practices BEST Clear goals + purpose Right talent Commitment + time Topic engenders passion Social + communal WORST Start with technology Marketing “campaign” Mixing business/consumer motives No facilitation Metrics vs. business measures
  • 19. Conclusions The Technology Infrastructure of the community is important The Social Infrastructure of the community is MORE important
  • 20.
  • 21. Key take away from Enterprise 2.0 Conference 2008 Boston
  • 22. Recommended reading Meatball Sundae: Is Your Marketing out of Sync? – Seth Godin
  • 23.
  • 24. Contact details David Terrar CEO - D²C Limited and Executive Director - ITBrix / WordFrame p: +44 (0)1727 838285 (direct) m: +44 (0)7715 159423 e: [email_address] and [email_address] w: www.d2c.org.uk and www.wordframe.com skype: david_terrar twitter: DT linkedin: http://www.linkedin.com/in/davidterrar blog: http://biztwozero.com