While there are huge benefits to an online community, at least 70 percent fail. Yet despite this failure rate, leading communities aren't just surviving; they are thriving. What sets these communities apart from the rest? How can you sustain an online community that provides a competitive edge? Now you can learn the secrets of a successful community, including: The most common fallacies of online communities The importance of getting beyond the technology to strategy The impact of the community life cycle The benefits of harnessing user generated knowledge Join Telligent founder and CTO Rob Howard for How to Build a Sustainable Online Community, and walk away with practical, action-oriented insights to help you transform your community from stale to effective.

1. Housekeeping Information – Session Starts at 11am
September 22, 2010 | Page 1 Telligent Confiden9al

2. Secrets to Building Sustainable Online Communities
Rob Howard
Founder & CTO, Telligent
rhoward@telligent.com
@robhoward
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3. Agenda
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4. 1. CREATE VALUE BY LISTENING
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5. Three types of Online Communities
Participating Managed Directed
Experimenting with technologies
Executing a business strategy
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6. What does “social” mean to you?
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7. Why are businesses using Social Technologies?
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8. Dell
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9. Starbucks
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10. 2. DEFINE A COMMUNITY STRATEGY
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11. Community Strategy
1. Audience 2. Goals and Objectives 3. Strategy
Prospects Customers to interact and share
• Authen9city Digital
New and existing experience. Crea9ng
customers • Awareness authen9city and trust. Marketing
Customers Customers and prospects ask
• Informa9on
Support current and answer ques9ons; typically Support
customers • Answers supported by organiza9on.
Market Provide a loca9on where
• Understanding
Perceptions and discussions about your product Reputation
coverage • Par9cipa9on and services can take place.
Community Facilitate groups of like‐minded
• Connec9ng
Fans, Followers, and people to get together and Networking
Friends • Community share common experiences.
Source: Telligent Community Planning Framework
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12. Community Strategy
3. Strategy 4. Solutions 5. Results
Platform Analytics
• Engagement Forums, Blogs, Where did the
Digital • Content Wikis, Email, activity take • Sales
Marketing • Moderation Profiles, etc. place? • Customers
Search, Single What was
Sign-on, and discussed?
• Q&A
integration Popular? • Support
Support • Defer Calls
• Customers
• Reuse
Moderation, How are
filters, SPAM people
tools collaborating?
• Sentiment
• Perception
Reputation • Influence
Workflow, Rules Who are the • Coverage
• Moderation & Policy, users and
Security, Privacy types?
• Profiles Widgets, APIs, Why are they • Sales
Networking • Engagement Extensibility, using the
• Coverage
• Identity 3rd Parties system?
Source: Telligent Community Planning Framework
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13. Common Use Cases for Internal Deployments
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14. Examples of Community Strategy in Action
Use Case Problem Solu/on Results Customers
Ability to deliver
Collabora9ve support
quality, 9mely, and • 100% community
Customer community that differen9ates
relevant customer managed support
Support the firm and creates a posi9ve
support while • Cut support issues in ½
experience for customers
allevia9ng costs
• 20% increase in
Need to increase brand Connect with and market to
Digital dura9on
awareness and prospects and customers using
Marke9ng • 450,000 site referrals
customer loyalty branded communi9es
• 20,000 votes in 8 hours
• 13% increase in
Cannot connect directly Connect with members directly
dona9ons
Networking with members and using online communi9es for 2‐
• 43% increase in visits
increase service levels way conversa9ons and support
Legacy systems lack A common plaorm to meet,
• Reduced workgroup
Enterprise social func9onality and share knowledge, and work
lead 9me from 12
Collabora9on collabora9on is 9ed to interac9vely regardless of
months to 2 months
documents geography or firm affilia9on
• R&D expenditures 9%
Business silos prevent Intranet with analy9cs that
Knowledge compared to industry
knowledge sharing enable stakeholders to
Management average of 20‐25%
across the firm understand & measure content
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15. 3. UNDERSTAND THE COMMUNITY LIFECYCLE
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16. Why do 60% of Twitter users quit in the first month?
Not directly related to
the size of your network,
but the value of the
rela9onships between
individuals.
hbp://mashable.com/2009/04/28/twiber‐quibers/
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17. Community Lifecycle
On-board Established Mature Mitosis
• Community is • Rela9onships • Community is self • Larger sets of users
highly dependent within the suppor9ng tend to seek
on founder membership base • Member‐to‐ smaller networks
par9cipa9on have been member • The reverse effect
• Community established interac9ons of Metcalfe’s law
members do not • Less reliance upon develop depth in
know how to the early experts their rela9onships
par9cipate
© Telligent 2010 | http://mashable.com/2010/07/30/sustainable-online-community/
September 22, 2010 | Page 17 Telligent Confiden9al

18. Community Lifecycle
On-board Established Mature Mitosis
• Community is • Rela9onships • Community is self • Larger sets of users
highly dependent within the suppor9ng tend to seek
on founder membership base • Member‐to‐ smaller networks
par9cipa9on have been member • The reverse effect
• Community established interac9ons of Metcalfe’s law
members do not • Less reliance upon develop depth in
know how to the early experts their rela9onships
par9cipate
© Telligent 2010 | http://mashable.com/2010/07/30/sustainable-online-community/
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19. 4. KNOW THE THREE CARDINAL SINS
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20. Three Cardinal Sins
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21. Three Cardinal Sins … and where they happen
On-board Established Mature Mitosis
• Community is • Rela9onships • Community is self • Larger sets of users
highly dependent within the suppor9ng tend to seek
on founder membership base • Member‐to‐ smaller networks
par9cipa9on have been member • The reverse effect
• Community established interac9ons of Metcalfe’s law
members do not • Less reliance upon develop depth in
know how to the early experts their rela9onships
par9cipate
© Telligent 2010 | http://mashable.com/2010/07/30/sustainable-online-community/
September 22, 2010 | Page 21 Telligent Confiden9al

22. 5. MEASURE, ANALYZE, AND IMPROVE
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23. What does “analysis” mean to you?
Web Analytics
Social
Intelligence
Social Analytics
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24. What to analyze
Web Analytics
On-board Established Mature Mitosis
Early in the Established Engagement Clearly Oien the
community communi9es established most
lifecycle it is Collaboration
are much ROI metrics – unexpected
very difficult easier to Social oien behavior
Support
to measure or measure and Intelligence different within a
determine ROI analysis is
User Types than what successful
ROI. possible. was community.
an9cipated.
Listening
Social Analytics
© Telligent 2010 | http://mashable.com/2010/07/30/sustainable-online-community/
September 22, 2010 | Page 24 Telligent Confiden9al

25. Social Intelligence Framework
1. Objectives 2. Technology 3. Analysis
Monitor discussions and • Community Owned
Where Listening sen9ment in communi9es you • Community Run
manage and own. • 3rd Party
• Blogs, Wikis, etc.
Understand how people create,
What Collaboration share, and revise content.
• User Profiles
• Comments, Ratings
For support strategies, define a • Answer Rates
How Support set of KPIs for how support is • Popular Topics
managed. • Asker / Answerer
Iden9fy user types within the • Influential Users
Who User Types community: influencers, • Social Fingerprint
connectors, originators, etc. • User ranking
Apply tradi9onal web analy9cs • Combines Previous
Why Engagement concepts to social media • Engagement “View”
content. • Plus web analytics
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26. Strategy Driven Metrics
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27. Community Lifecycle: On-Boarding On-board
Established
Mature
Mitosis
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28. Community Lifecycle: Established On-board
Established
Mature
Mitosis
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29. Community Lifecycle: Mature On-board
Established
Mature
Mitosis
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30. Community Lifecycle: Mitosis On-board
Established
Mature
Mitosis
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31. Summary
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32. September 22, 2010 | Page 32 Telligent Confiden9al

33. QUESTIONS
Webinar Presented by Telligent Rob Howard
telligent.com | +1 (877) 492-9484 rhoward@telligent.com
Follow us on Twitter: @telligent @robhoward
September 22, 2010 | Page 33 Telligent Confiden9al