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Community Gone Wild


         Esther Schindler
 Writer. Editor. Community Gal.
        Also Chocoholic.
Who the Heck is Esther?

• I was online before online was cool
  – 72241,1417: CompuServe sysop in 1990
  – Chief sysop for AT&T/ZDNet Interchange
  – Community manager for CIO.com, ZD’s
    DevSource.com and many more
• Oh yeah. I write and edit too.
  – Most recently senior online editor at
    CIO.com
A 3-Second Test of Online
          Community Readiness
• A magazine reader posts a community
  message critical of an article or its
  author.
• Or slamming a key advertiser.
• What do you do?
  – How do you respond? Are the answers
    different for the two scenarios?
  – I’ll give my answer before the end.
Whyever would you want an
                online community?

•   Reader engagement
•   Editorial participation
•   Online ad revenue
•   Brand support and reader loyalty
•   Sell something
Reader engagement
• People want
  to share
  stories and
  experiences
• Rating
  content has
  value (to
  them at least)

                        from Olive Magazine (BBC)
Editorial community
                           participation
– Opportunity for
  interactive
  “letters to the
  editor”
     • You’ll get honest
       feedback
     • (Oh boy is it
       honest.)
– Also find out
  what floats their
  boats             CIO.com blog post (by me) A Pointed Question from a Job Applicant:
                                How Would You Answer This Question?
Online ad revenue

• Some
  advertisers
  are reluctant
  to buy ads
  against
  community
  sites



                                      SQAforums
Brand support and reader
                   loyalty
• Community
  helps readers
  feel that they’re
  part of the
  publication
• Their
  contributions
  matter

                         From Threads Magazine (Taunton)
Sell something

• Upsell to conferences, products,
  subscriptions
• Sell access to each other




                             CIO Council (CIO Magazine)
So why did you want a
             community again?
• The only real reason: to encourage
  conversations.
• And to make money (somehow) by
  doing so.
What’s Your ROI?

• Your ROI depends on your purpose in
  creating the community
• We can come up with metrics
  – But they’re rarely meaningful
  – What’s the ROI of customer service?
My Personal Measure of
                    ROI
– Community members have an off-topic
  conversation about their first car, their
  first computer, or the first quilt they
  made
– Community members get together In
  Real Life
What’s Community,
                  Anyway?
• Cheers: Where
  Everybody Knows
  Your Name
• “User contributed
  content”
• Like minds: people
  with shared interest
  having a
  conversation
The Lesson

• “Understand the business you're in.
  Social media are not a silver bullet
  solution for improbable business
  models, scattershot marketing or the
  everyday blocking and tackling of
  satisfying customer needs.” --Ryck Lent
Types of community

• Discussion forums
• Blogs
• Article comments
• Voting, rating, contests, and community
  without talking
• Where the user contributions is the
  community
Discussion Forums

• The round table
• Opinions equally shared
• The person paying the check controls
  the venue
Blogs

• One person at the podium
• Others can comment or respond but the
  blogger controls the conversation
• We used to call these “opinion columns.”
Article Comments

• Graffiti can be
  beautiful. It can
  be meaningful.
• But it is rarely
  interactive.
Voting, rating, contests

• Community without talking
• Social media is community with voting
  privileges. Well, sometimes.
Where the community is
              the content
• Members upload photos
  of their own projects
Intersection with social
                   media
• Are you better off with a Facebook fan
  club, a LinkedIn group, a twitter
  account?
• The answer depends on your
  commitment to the conversation and
  how much control you want.
It’s not one-or-the-other.

• Even when you have your own
  community, use social media.
• Use external community and social
  media sites to support your online
  presence.
  – Are your events listed on Upcoming.org or
    LinkedIn Events?
  – Are these slides on slideshare?
  – Some pubs treat Twitter as an RSS feed.
    That’s not community.
When not to have an
              online community
• You want to get it started and then
  ignore it.
• Nobody’s in charge.
• You don’t actually want to interact with
  readers. Who has time for that?
• Too much competition from community
  sites doing a better job than you could.
Who should run the show?




The person who wants to.
The Community Manager

• You need one.
• No, I mean it. You really need one.
• The bartender and the bouncer
Choosing the Community
                Manager
• Not the overworked magazine editor for
  whom this is yet another task
A unique editorial
                   challenge
• Journalists are trained as observers.
  – They want to report, not chat. They can
    have a hard time making a transition to
    conversations.
  – This isn’t insurmountable. Just pay
    attention.
• If you require the community manager
  to be an on-site position, I will
  personally slap you.
Technology

• What to look for in the software
  – Software features
     • Whatever makes it easy to contribute
     • Whatever makes it easy for readers to find stuff
       they care about: categories, tags, sections
     • It must kill spam
  – Integration into your website
     • Community should appear on your home page
     • It’s not always clear what content to promote
Budget

• Price of the “community” software
  – Free doesn’t suck.
  – What do the vendors give you?
  – Web site integration is where you’ll spend
    the money
• Salary for a community manager
Making a Success of An
            Online Community
• Editorial involvement
• Getting people talking
• Answering the tough policy questions
Editorial involvement

• Readers want access to you.
  – Answer their comments and questions!
• Listen and interact
  – Passive
     • Lots of controversy on a topic -> maybe we
       should write a feature?
  – Active: Ask for input
     • “Who has the best happy hour in the Airpark?”
     • “What did I miss in my “28 ways to know the job
       interview is over?”
Getting people talking

• The participant : lurker ratio
• The welcome wagon
• Asking leading questions
  – People love to tell their own stories
• Reward community members for
  participating
• Separating by topic and function
• Manage the jerks
The Three-Beer Questions

•   Anonymity
•   Require registration to participate?
•   Managing the culture
•   The rules of the community
    – Naughty language.
    – The difference between “that’s a stupid
      idea” and “you are stupid.”
A 3-Second Test of Online
          Community Readiness
• Remember the offensive comment
  posted by the reader?
• What did you do? Why?
  – Removed it
  – Argued with it
  – Responded to it
  – Used it as a platform
• Here’s what I’d do.
Resources
• Online community report:
  www.onlinecommunityreport.com
• e-Mint, Association of Online
  Community Professionals www.e-
  mint.org.uk/
• Books
  – Managing Online Forums, Patrick O'Keefe
  – Community Building on the Web, Amy Jo
    Kim
Thank You

Esther Schindler
esther@bitranch.com
twitter.com/estherschindler

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Starting an Online Community

  • 1. Community Gone Wild Esther Schindler Writer. Editor. Community Gal. Also Chocoholic.
  • 2. Who the Heck is Esther? • I was online before online was cool – 72241,1417: CompuServe sysop in 1990 – Chief sysop for AT&T/ZDNet Interchange – Community manager for CIO.com, ZD’s DevSource.com and many more • Oh yeah. I write and edit too. – Most recently senior online editor at CIO.com
  • 3. A 3-Second Test of Online Community Readiness • A magazine reader posts a community message critical of an article or its author. • Or slamming a key advertiser. • What do you do? – How do you respond? Are the answers different for the two scenarios? – I’ll give my answer before the end.
  • 4. Whyever would you want an online community? • Reader engagement • Editorial participation • Online ad revenue • Brand support and reader loyalty • Sell something
  • 5. Reader engagement • People want to share stories and experiences • Rating content has value (to them at least) from Olive Magazine (BBC)
  • 6. Editorial community participation – Opportunity for interactive “letters to the editor” • You’ll get honest feedback • (Oh boy is it honest.) – Also find out what floats their boats CIO.com blog post (by me) A Pointed Question from a Job Applicant: How Would You Answer This Question?
  • 7. Online ad revenue • Some advertisers are reluctant to buy ads against community sites SQAforums
  • 8. Brand support and reader loyalty • Community helps readers feel that they’re part of the publication • Their contributions matter From Threads Magazine (Taunton)
  • 9. Sell something • Upsell to conferences, products, subscriptions • Sell access to each other CIO Council (CIO Magazine)
  • 10. So why did you want a community again? • The only real reason: to encourage conversations. • And to make money (somehow) by doing so.
  • 11. What’s Your ROI? • Your ROI depends on your purpose in creating the community • We can come up with metrics – But they’re rarely meaningful – What’s the ROI of customer service?
  • 12. My Personal Measure of ROI – Community members have an off-topic conversation about their first car, their first computer, or the first quilt they made – Community members get together In Real Life
  • 13. What’s Community, Anyway? • Cheers: Where Everybody Knows Your Name • “User contributed content” • Like minds: people with shared interest having a conversation
  • 14. The Lesson • “Understand the business you're in. Social media are not a silver bullet solution for improbable business models, scattershot marketing or the everyday blocking and tackling of satisfying customer needs.” --Ryck Lent
  • 15. Types of community • Discussion forums • Blogs • Article comments • Voting, rating, contests, and community without talking • Where the user contributions is the community
  • 16. Discussion Forums • The round table • Opinions equally shared • The person paying the check controls the venue
  • 17. Blogs • One person at the podium • Others can comment or respond but the blogger controls the conversation • We used to call these “opinion columns.”
  • 18. Article Comments • Graffiti can be beautiful. It can be meaningful. • But it is rarely interactive.
  • 19. Voting, rating, contests • Community without talking • Social media is community with voting privileges. Well, sometimes.
  • 20. Where the community is the content • Members upload photos of their own projects
  • 21. Intersection with social media • Are you better off with a Facebook fan club, a LinkedIn group, a twitter account? • The answer depends on your commitment to the conversation and how much control you want.
  • 22. It’s not one-or-the-other. • Even when you have your own community, use social media. • Use external community and social media sites to support your online presence. – Are your events listed on Upcoming.org or LinkedIn Events? – Are these slides on slideshare? – Some pubs treat Twitter as an RSS feed. That’s not community.
  • 23. When not to have an online community • You want to get it started and then ignore it. • Nobody’s in charge. • You don’t actually want to interact with readers. Who has time for that? • Too much competition from community sites doing a better job than you could.
  • 24. Who should run the show? The person who wants to.
  • 25. The Community Manager • You need one. • No, I mean it. You really need one. • The bartender and the bouncer
  • 26. Choosing the Community Manager • Not the overworked magazine editor for whom this is yet another task
  • 27. A unique editorial challenge • Journalists are trained as observers. – They want to report, not chat. They can have a hard time making a transition to conversations. – This isn’t insurmountable. Just pay attention. • If you require the community manager to be an on-site position, I will personally slap you.
  • 28. Technology • What to look for in the software – Software features • Whatever makes it easy to contribute • Whatever makes it easy for readers to find stuff they care about: categories, tags, sections • It must kill spam – Integration into your website • Community should appear on your home page • It’s not always clear what content to promote
  • 29. Budget • Price of the “community” software – Free doesn’t suck. – What do the vendors give you? – Web site integration is where you’ll spend the money • Salary for a community manager
  • 30. Making a Success of An Online Community • Editorial involvement • Getting people talking • Answering the tough policy questions
  • 31. Editorial involvement • Readers want access to you. – Answer their comments and questions! • Listen and interact – Passive • Lots of controversy on a topic -> maybe we should write a feature? – Active: Ask for input • “Who has the best happy hour in the Airpark?” • “What did I miss in my “28 ways to know the job interview is over?”
  • 32. Getting people talking • The participant : lurker ratio • The welcome wagon • Asking leading questions – People love to tell their own stories • Reward community members for participating • Separating by topic and function • Manage the jerks
  • 33. The Three-Beer Questions • Anonymity • Require registration to participate? • Managing the culture • The rules of the community – Naughty language. – The difference between “that’s a stupid idea” and “you are stupid.”
  • 34. A 3-Second Test of Online Community Readiness • Remember the offensive comment posted by the reader? • What did you do? Why? – Removed it – Argued with it – Responded to it – Used it as a platform • Here’s what I’d do.
  • 35. Resources • Online community report: www.onlinecommunityreport.com • e-Mint, Association of Online Community Professionals www.e- mint.org.uk/ • Books – Managing Online Forums, Patrick O'Keefe – Community Building on the Web, Amy Jo Kim